LA CROSSE, WI, September 23, 2025 – First Supply proudly hosted a ribbon cutting and grand opening celebration on September 18 to unveil its new state-of-the-art facility, now officially named the Joe Poehling Distribution Innovation Center.
The event brought together employees, family members, customers, vendor partners, and community leaders, including Gregg Wavrunek, Regional Representative for Senator Tammy Baldwin’s Office, and Brad Pfaff, Wisconsin State Senator. The gathering celebrated First Supply’s continued growth and investment in operational excellence and enhanced customer experience.
Remarks from Village of West Salem President Scott Schumacher, MSI General Vice President John Kutz, and First Supply President and CEO Katie Poehling Seymour preceded a ceremonial ribbon cutting, supported by the West Salem Business Association.
“520 days ago, we stood on this site on a rainy day for our groundbreaking ceremony,” shared John Kutz, MSI General Vice President and Director of Sales. “There was no road, just 45 acres of open ground. Since then, we’ve poured 1,400 concrete truckloads, installed 215 precast wall panels, set 450 tons of steel, and added nearly 1,200 solar panels, topping it off with an eight-foot sign along the interstate to announce the new distribution center. We’re so excited to celebrate this incredible transformation with you today.”
The day’s most meaningful moment came with the official dedication of the facility in honor of Joe Poehling, First Supply Chairman Emeritus, whose career began in June 1979. His name now stands proudly on the building as a lasting tribute to his enduring influence on the company and the industry.
“With over four decades of leadership, Joe has helped shape not only the company’s direction but the industry’s direction.” said Katie Poehling Seymour, President and CEO of First Supply. “This building would not exist without his vision. Its scope and scale would be dwarfed without his challenge, drive, and willingness to push us all to think bigger. This has always been Joe’s building and Joe’s legacy and today we make it official.”
The Joe Poehling Distribution Innovation Center integrates advanced warehouse technology to improve order accuracy, optimize fulfillment, and enhance speed to service. The facility will serve as a central hub to support First Supply’s growing customer base across the Upper Midwest.
After the ceremony, attendees toured the 308,000-square-foot facility and explored its advanced automation, smart layout, and robotic technology. The experience offered a close-up look at the innovation and operational efficiency built into every square foot. The celebration continued with an Oktoberfest-style reception featuring festive food, drinks and music.
The day marked a proud milestone for the entire First Supply team and the broader community.
About First Supply
Founded in 1897 in La Crosse, WI, First Supply is a fifth-generation, family-owned leader in HVAC, plumbing, lighting, waterworks, industrial PVF, pump, well, and septic supplies. As the largest Wisconsin-based wholesaler, First Supply serves the Upper Midwest with 52 locations, including distribution branches, Waterworks branches, Gerhard’s Kitchen, Bath & Lighting Stores, and Kohler Stores by First Supply. The company continues to invest in the future and recently opened a new state-of-the-art distribution center to expand capacity and streamline service for its customers. Learn more at FirstSupply.com
