Industry Profile
Building Trust
President and CEO Gonzalo Martinez Offers Insights on the Schaefer Brush Approach By Bob Lawrence
Talk about a legacy in the brush industry, this company undeniably has one for sure, including unique ownership. Founded in 1904 in Milwaukee, Wisconsin, Schaefer Brush was a family-owned and operated business until nine years ago when it was purchased by Milwaukee-based Blackthorne Partners, a private investment firm. At the time of the sale in 2015, then company President Harold Schaefer said, “Our family spent 110 years developing and nurturing Schaefer Brush Manufacturing, so when it came time to sell the business we wanted buyers who would respect that legacy and Blackthorne Partners offered us just that.” In 2019, Blackthorne also purchased E. Gornell & Sons, a now 132-year-old Chicago industrial brush manufacturer, and streamlined operations by bringing it under Schaefer’s management. “The purchase of Gornell,” President and Chief Executive Officer Gonzalo Martinez says, “has enabled Schaefer to provide customers with a more complete product line of industrial and maintenance brushes. Design capability, manufacturing technology and customer service have been improved through the synergy of bringing these two companies together.” As a result of the merger, Martinez is president and chief executive officer of both companies that then began sharing the same Waukesha-based administrative team inclusive of customer service, sales, marketing, accounting and engineering. “The team goes to Gornell in groups a few times a week or as needed to work more closely with the production team there,” he says. His leadership role with Schaefer began on December 1, 2021, after more than 20 years of experience in sales and marketing, strategic planning, operations and business development. Prior to taking over at Schaefer, he was vice president of Pferd, Inc.’s North American headquarters in Milwaukee. Asked why he took the position at Schaefer, he says, “Taking the reins as CEO and President at Schaefer and Gornell Brush was more than a career move for me — it was a deliberate choice fueled by the company’s exceptional commitment to
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creating standout customer experiences. Having dedicated my professional journey to customer-centric roles, the opportunity to lead an organization that places such a premium on customer satisfaction and enduring relationships resonated deeply with me.” What energizes him about Schaefer and Gornell is, “Their relentless dedication to not just meeting but exceeding customer expectations. This aligns seamlessly with my vision for the company, and as CEO, I am eager to guide a team that shares this commitment to go the extra mile for our customers.”
Building Trust With Local Sourcing In discussing the company’s emphasis on the fact that its brush products are manufactured in the U.S., Martinez says, “Emphasizing Made in America reflects our commitment to delivering high-quality products. We understand that our customers value durability and reliability, and manufacturing in the U.S. ensures rigorous quality standards, providing them with brushes that meet or exceed their expectations.” He adds, “Understanding that every customer may have unique requirements, manufacturing locally provides us with the flexibility to customize products. Whether it’s a specific brush design or a tailored solution, our customers can rely on us to meet their individual needs.” According to Martinez, it’s not just about where the products are made but he says it is also about building trust. He says Schaefer aims to establish a strong and enduring relationship