A Return to Roots: Regal Holdings Revives Historic West Bend Co. Name for Wisconsin Cookware Manufacturing
In a nod to its deep Wisconsin heritage, the parent company behind the Regal Ware brand is turning back the clock on a key part of its identity. Regal Holdings, formerly known as Regal Ware Inc., announced it will revive the storied West Bend Co. name for its primary manufacturing operation, a facility based in the city of West Bend.
The change, effective immediately, sees the manufacturing arm shed its recent "SynergyOps" moniker to reclaim a name synonymous with American cookware craftsmanship for over a century. According to the company, the revived West Bend Co. will not only produce Regal Ware products but also continue its role as a contract manufacturer for other brands.
"This is more than a name change; it's a reaffirmation of who we are," said Dave Lenz, President of Regal Holdings. "West Bend Company is a name built on craftsmanship and responsibility. It reinforces our commitment to U.S. manufacturing, operational excellence, and, most importantly, the skilled teams behind products made right here in Wisconsin."
The corporate rebranding to Regal Holdings reflects an evolved structure, explained Chairman and CEO Ryan Reigle. "We are a family of companies and brands united by shared values, long-term thinking, and a commitment to quality," Reigle stated. "The West Bend Co. name perfectly anchors our manufacturing ethos within that family."
The West Bend name carries significant historical weight. Founded in 1911 as the West Bend Aluminum Co., it became a household name in American kitchens. The company was acquired by Regal Ware in 2002, with manufacturing consolidated in West Bend the following year. The latest move is seen as an effort to leverage that legacy in an era where consumers increasingly value domestic production and brand provenance.
Industry & Community Reaction:
"As a third-generation West Bend resident, this feels like a homecoming," said Michaela Shaw, 52, a local historian. "That name is woven into the fabric of this community. Seeing it back on the factory is a powerful testament to enduring manufacturing pride in the Midwest."
"A smart, nostalgic branding play," noted David Chen, 41, a retail analyst with Midwest Market Insights. "In a crowded cookware market, authenticity sells. Tapping into a 113-year-old legacy of 'Made in USA' quality could differentiate them, especially with their contract manufacturing clients."
However, not all feedback was celebratory. Janice Porter, 48, a former employee laid off in a 2018 restructuring, offered a sharper perspective: "They're polishing a old name while people are still hurting. Will this 'commitment' translate to more stable, well-paying jobs on the line, or is it just marketing dust on the same machinery? I'll believe it when I see the investment in the workforce, not just the letterhead."
The transition to the new names will be implemented across the coming months. Regal Holdings, now headquartered in Milwaukee's Park Place, employs 40 at its corporate office and 215 at the West Bend manufacturing facility.
Reporting by Tom Daykin. Reach him at [email protected] or follow on Instagram, Bluesky, X and Facebook.
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