News Summary
Sellars Absorbent Materials announces a $15 million investment in Milwaukee with a new 100,000 square foot production facility, creating 20 jobs and promoting local economic growth. This expansion marks the company’s commitment to sustainable manufacturing and revitalizing the community. Sellars, founded in 1985, continues to innovate in the absorbent products sector and collaborates with local initiatives to support employee homeownership.
Milwaukee is set to receive a $15 million investment from Sellars Absorbent Materials, which has established a new production facility at 5400 W. Good Hope Road. This development marks the company’s fifth location in the region.
The new facility, encompassing 100,000 square feet, will house two machines specifically built for production. As part of this expansion, Sellars plans to create approximately 20 new jobs for the Milwaukee area. This move is anticipated to contribute positively both economically and socially to the local community.
Sellars Absorbent Materials, a family-led company founded in 1985 in a garage on West Congress Street, has demonstrated consistent growth throughout its four-decade operation. Currently, the company owns two buildings and manages four leased locations across the North and Northwest sides of Milwaukee, two of which were previously occupied as big-box retail stores (formerly a Sam’s Club and a Lowe’s). These facilities had been vacant for several years prior to Sellars’ revitalization efforts.
Sellars’ product line includes shop towels, rags, disposable wipers, and environmentally friendly paper towels. The firm’s annual revenue exceeds $100 million, supported by a workforce of over 220 employees. Earlier in the year, Sellars initiated full production at the former Wisconsin Color Press plant.
CEO Tom Sellars noted the strategic choice to invest in economically challenged areas, allowing the company to acquire properties at lower costs. The firm has also focused on environmentally responsible manufacturing with its Bravo brand of paper towels, which is made from 90% recycled paper waste. Bravo is gaining traction in the market with a growth rate of 50% observed as of August 2023, and it is now available at major retailers including Woodman’s, Sendik’s, and over 300 Target locations.
Sellars holds 20 U.S. and 33 international patents for its proprietary technology. In addition to business growth, the company is committed to fostering homeownership among its employees, which they believe contributes to family stability. To support this initiative, Sellars collaborates with Havenwoods Neighborhood Partnership to provide assistance for employee homeownership through programs such as matching grants.
Milwaukee Mayor Cavalier Johnson commended Sellars for its positive contributions to the local economy, highlighting the reduction of blight and improvement of the area’s quality of life. Local business leaders and community officials have also expressed their support for Sellars’ efforts in revitalizing unused buildings and creating jobs that sustain families.
Sellars’ approach to the Bravo brand focuses on disrupting the paper products market with a compressed, environmentally-friendly product. This reduces shelf space requirements and decreases transportation costs, aligning with the company’s mission to emphasize sustainable practices while maintaining profitability. Tom Sellars reiterated the importance of sustainable operations that not only drive positive environmental impacts but also ensure financial viability.
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Additional Resources
- Biz Times: Sellars Invests $15 Million in Milwaukee
- Journal Sentinel: Sellars Opens New Production Line
- Spectrum News 1: Sellars Manufacturing Sustainability
- CleanLink: Founder of Sellars Retires
- Aftermarket News: Sellars Leadership Changes
- Wikipedia: Milwaukee
- Google Search: Sellars Absorbent Materials
- Encyclopedia Britannica: Wisconsin
Author: STAFF HERE MILWAUKEE WRITER
MILWAUKEE STAFF WRITER The MILWAUKEE STAFF WRITER represents the experienced team at HEREMilwaukee.com, your go-to source for actionable local news and information in Milwaukee, Milwaukee County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Summerfest, Milwaukee Film Festival, and the Milwaukee Boat Show. Our coverage extends to key organizations like the Metropolitan Milwaukee Association of Commerce and Visit Milwaukee, plus leading businesses in manufacturing and brewing that power the local economy such as Harley-Davidson and MillerCoors. As part of the broader HERE network, we provide comprehensive, credible insights into Wisconsin's dynamic landscape.
