Sellars Absorbent Materials Named BizTimes Milwaukee 2025 Small Business of the Year

Milwaukee, WI — Sellars Absorbent Materials has been named BizTimes Milwaukee’s 2025 Best in Business Small Business of the Year, an honor recognizing the company’s strong growth, manufacturing investment, and commitment to employees and the local community.

The award highlights Sellars’ continued expansion in Milwaukee, including the opening of its third manufacturing facility in 2025 at 5400 W. Good Hope Road. The expansion represents a $15 million investment and supports increased production capacity through the addition of a third custom-built DRC (double re-creped) machine, driving approximately 30% capacity growth.

“This recognition reflects the hard work of our team and our commitment to growing responsibly,” said Tom Sellars, CEO of Sellars Absorbent Materials. “We’ve focused on expanding our manufacturing footprint while continuing to invest in our people and the communities where we operate.”

In addition to facility growth, BizTimes recognized Sellars for its people-first initiatives, including workforce development and retention programs. These efforts include partnerships that support returning citizens, as well as a homeownership assistance program designed to help employees build long-term stability.

The award also acknowledged Sellars’ momentum in consumer products, including the continued growth of its Bravo Paper Towels, which expanded following a successful retail test and national rollout plans.

BizTimes’ Small Business of the Year award celebrates companies that demonstrate financial performance, innovation, community impact, and leadership. Sellars was selected for its balanced approach to growth—combining operational investment with a strong focus on culture, sustainability, and employee support.

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Founded in 1985 and headquartered in Milwaukee, Wisconsin, Sellars is a leading manufacturer of shop towels, multi-use disposable wipers, towel and tissue and absorbent products. Sellars’ products, 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 is committed to using sustainable practices in all business areas while serving our people, customers and the planet. Learn more about Sellars’ 40 years of innovation by visiting sellars.com.