Deal opens Chinese market to Regal Ware
JoyMain has 2M sales consultants, 2,500 stores in China

By DAVE RANK - Daily News

Dec. 9, 2014

JoyMain Chairman Joe Zhou, center, his wife Li Su Ran, left, and Regal Ware Chairman James Reigle, right, chat with Regal Ware President and CEO Jeffrey Reigle, facing Zhou, on Monday.  
Dave Rank/Daily News 

KEWASKUM — Regal Ware Inc. signed an agreement Monday that will increase sales of its products to the 1.39 billion consumers in China.

Regal Ware Worldwide, with headquarters in Kewaskum and production in West Bend, signed a partnership agreement with the direct sales company JoyMain, Nanking, People’s Republic of China, in which JoyMain will sell Regal Ware’s high-end stainless steel and cast aluminum cookware.

“New chapters in history are not always written like this,” said Reed Hall, secretary and chief executive officer for the Wisconsin Economic Development Corp. “China is our third largest trade partner. With this agreement, we look forward to China moving up to number two.”

JoyMain has 2 million direct sales consultants worldwide and 2,500 stores in China, Lenz said. About 97 percent of its sales are in China, which includes Taiwan, Macau and Hong Kong.

Regal Ware’s President and CEO Jeffrey Reigle said the private, family-owned company “is somewhat unique in the industry because we do export a significant part of our product,” which should increase with the JoyMain partnership.

“We hope we become the first choice of Chinese consumers for high-end cookware,” JoyMain’s Chairman Joe Zhou said.

He led a contingent of JoyMain executives, staff and media crews from Eastern Television China and three Chinese newspapers to Kewaskum on Monday. They are scheduled to tour Regal Ware’s production facility in West Bend today.

Regal Ware’s Business Unit Director Matt Reigle said the companies share similar business missions. “This is why we’re so confident this partnership will be a great success,” he said.

About 30 people attended the day’s events at Regal Ware’s corporate offices with representatives from the state, Washington County, Kewaskum, West Bend, United States Steel Workers Local 850, and the Cookware Manufacturers Association, Birmingham, Alabama.