Milwaukee (June 18, 2025) — Sellars, a Milwaukee-based manufacturer of shop towels, paper towels, wipers and absorbents, has invested $15 million to open a new production location at 5400 W. Good Hope Rd. in Milwaukee. The 100,000-square-foot facility houses two machines and is expected to employ 20 people in operations and maintenance, facilities management and logistics.
The facility is currently running one shift and will ramp up production as customer demand necessitates. The plant is producing the company’s high-quality DRC (double re-crepe) material that is used to manufacture a variety of materials for customers in the nonwovens industry. Installation of the DRC machine began in August 2024 and Sellars has been conducting test runs and finetuning it the past few months.
“Our goal with this new facility is to grow our business and build on the proprietary technology we have developed,” says Tom Sellars, CEO of Sellars. “We’re one of the only manufacturers in the world who can make high-quality DRC wipers from recycled input.”
Double Re-Creped (DRC) technology is a process that enhances the strength, bulk, absorbency, softness and appearance of paper-based wipers. DRC wipers are made using a mixture of virgin and recycled fibers. Sellars holds 20 U.S. and 33 international patents for its DRC technology and makes more grades than any company in the world.
Sellars is best known for its TOOLBOX® brand – Blue Shop Towels and White Rags, which are made from DRC material and found in retailers nationwide. Sellars’ nonwovens material is commonly used to make printable guest towels, wipes, medical washcloths and other everyday products.
Sellars has a total of five locations on Milwaukee’s north side. The company headquarters and a manufacturing facility are at 6565 N. 60th St. Sellars has a second manufacturing site at 6540 N. Industrial Rd., a distribution center at 7701 W. Calumet Rd., a warehouse at 5800 W. Hope Ave. and the newly opened manufacturing facility at 5400 W. Good Hope Rd.
Sellars was founded in 1985 by John Sellars in his garage and, over the years, has grown to employ 220 people. The company is a leading manufacturer of shop towels, multi-use disposable wipers, towel and tissue and absorbent products. A number of its wipers, which are sold under the TOOLBOX®, Clean Task® and Mayfair® brands, are made from recycled and renewable materials, are high performance and environmentally friendly. Sellars’ consumer products are available at retailers nationwide, including Home Depot, Lowe’s, Menards, Mills Fleet Farm, Blains Farm & Fleet, Tractor Supply, O’Reilly Auto Parts and NAPA.
