Ware nears deal to expand sales in China
Main to visit company Monday and Tuesday
By DAVE RANK - Daily News
Dec. 7, 2014
WEST BEND - Regal Ware
Inc. is scheduled to sign an agreement with officials
from one of the world’s largest direct selling companies
Monday that will open China to the Kewaskum and West
Bend company’s for greater sales of its high-end
stainless steel and cast aluminum cookware. “We are
selling in China now, but it’s not a lot,” Regal Ware
Senior Vice President of Sales and Marketing Dave Lenz
said Friday afternoon. “This will definitely give us a
greater reach into that China market.”
Joy Main’s goal is to take two shipping containers per
month of Regal Ware products within the first 12 months.
The Chinese company will test market sales in March or
April, Lenz said, and plans a full launch mid-2015.
“We’re definitely excited about the opportunity,” Lenz
said. “They’re a well-established company in China. This
has potential to be a very significant relationship for
He was cautious about predicting the effect this
agreement will have on Regal Ware’s employment. “Ask me
in another year,” Lenz said.
The family-owned, private corporation employs more than
Joy Main has 2 million consultants worldwide and 2,500
stores in China, Lenz said. About 97 percent of its
sales are in China, which includes Taiwan, Macau and
Joy Main’s chairman of the board, vice president of
marketing and the company’s top four field sales leaders
will be in Kewaskum on Monday to sign the letter of
intent and tour Regal Ware’s West Bend facilities
Tuesday, Lenz said.
Joy Main sells nutritional supplement, personal care,
wellness and lifestyle items, with a focus on the
bathroom, bedroom and whole-house air filters. With
Regal Ware, the company is expanding into kitchenware.
Regal Ware sells its products direct to consumers
through independent distributors worldwide.
Earlier this year, Regal Ware received revolving loans
from Washington County and West Bend totaling $800,000
through Economic Development Washington County. Those
loans were used to assist the company with $5.1 million
in improvements that included a robotic production line,
information technology, facility upgrades and additional
high-tech skills positions.
“They continue to be on track to attain the employment
commitment they made with those loans earlier this
year,” EDWC Executive Director Christian Tscheschlok
He suggested the Joy Main deal could help Regal Ware
achieve that hiring goal sooner in the next few years —
and perhaps exceed it.
In the United States, Joy Main has a joint venture with
direct selling company Ocean Venture, South Jordan,
Utah, to market products under the JM Ocean Avenue name.
According to Regal Ware, Joy Main decided a year ago to
expand into kitchen products with a focus on cookware.
It was researching other companies when Regal Ware’s
in-country brokers suggested Joy Main look at Regal
Regal Ware’s reputation for quality and its longevity,
including ownership of the West Bend Cookware brand
name, earned it the contract, the company stated.
Joy Main had an advance marketing team in Kewaskum and
West Bend on Friday video recording Regal Ware’s factory
and office and the Washington County Historical
Society’s West Bend Co./Regal Ware Museum, 18 E.
Washington St., Curator of Education Jessica Sawinski
Video from Friday and the visits will be used by Joy
Main for its marketing efforts back in China, according