Wisconsin-based private brand manufacturer Guy & O’Neill Inc. announced this week plans for a $3.7MM expansion of its manufacturing facilities in Fredonia, WI.

Guy & O’Neill manufacturer of wet wipes, personal care, beauty care, household care, adult care and automotive care is finalizing plans to add 132,000 square feet of additional space to its facilities. The move will allow the manufacturer to better meet demand from club, mass merchandiser, grocery and drug retailers. Tom Misgen, COO and Vice President of Operations commented, “The increase in space is long overdue. We will soon exhaust our available space. This addition will be primarily used for manufacturing and warehousing, which frees room in our existing facilities, enabling us to better meet the needs of our customers.”

The proposed building will have a 29-foot roof, and the exterior finish will mimic the existing facilities. The Fredonia Village Board has authorized the agreement of the expansion plans to be reviewed by the village attorney. If that agreement can be finalized and the design gains approval from the Architectural Review Board, company officials hope to break ground in the fall. Occupancy is expected sometime next year.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.