Sellars Invests $15 Million to Open New Manufacturing Facility

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 in Milwaukee. The 100,000-square-foot facility houses two machines and will employ 20 people in operations and maintenance, facilities management and logistics.

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.

“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 nationwide. Sellars’ nonwovens material is commonly used to make printable guest towels, wipes, medical washcloths and other everyday products.

Sellars now has five locations in Milwaukee, including its company headquarters and a manufacturing facility that are housed in one location. In addition, there’s a second manufacturing site, a distribution center, a warehouse and the newly opened manufacturing facility.

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.

Photo caption: Sellars’ TOOLBOX^® Blue Shop Towels and TOOLBOX^® White Rags are made from DRC material and are available at big box retailers nationwide. The TOOLBOX blue towels are used by auto shops, manufacturing facilities and consumers and are made with 60% recycled fiber. Sellars’ white rags are made from up to 45% recycled fibers and are used by DIYers for painting, staining, wallpapering and many other indoor and outdoor projects.

# # #

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. Visit sellars.com to learn more about Sellars’ 40 years of innovation.