After just 40 days of production, Infinity Wood Floors (IWF) in Crandon employs 30 people and has shipped over 250,000 square feet of flooring throughout the U.S. and Canada. IWF owner Pat Tallier attributes the company’s immediate success to Wisconsin’s high-quality northern hardwoods, an exceptional sales staff and manufacturing team, and a commitment to the company’s mission: To enhance [its] customers’ success by providing the highest quality precision machined products, value-added solutions and uncompromising focus on customer service.
“We firmly believe it,” says Tallier. “We deliver it every day to our customers.”
Building a solid business
With nearly 25 years in the flooring business in a region known around the globe for its superior hardwoods, Tallier made the decision to start his own hardwood flooring business last year, securing the necessary financing in September 2012 and starting production in January 2013.
Tallier praises the UW Green Bay Small Business Development Center (SBDC) for helping him get his business off the ground. “Chuck Brys was extremely valuable to us, in terms of his knowledge about writing a business plan and creating the financials.”
Brys provided more than 25 hours of business counseling to Tallier particularly related to preparing proforma financial statements for Infinity’s business plan. “I wrote the narrative for business plan and provided him with some financial information, and he compiled it in a format that was easily interpreted,” notes Tallier.
IWF also benefitted from assistance provided by the Wisconsin Economic Development Corporation (WEDC), Forest County Economic Development Partnership, the City of Crandon and the Small Business Administration.
Designed for success
Infinity utilizes Wisconsin’s exceptional northern hardwoods, including hickory, walnut, red oak, yellow birch, white oak, red ash, cherry and maple, for use in recreational facility flooring and residential markets throughout the country and beyond. Its plant layout and design allow it to maximize lumber resources, and create truly unique, customized flooring for its customers.
“When a customer places an order, the lumber is chosen specifically to fit that need and manufactured through the entire process specifically for that customer,” explains Tallier. “That flexibility gives our customers a competitive advantage.”
Low overhead allows Infinity to make products “to order” which eliminates the chances of damage caused by long-term storage in a warehouse.
Starting the business was just the beginning for Tallier, who is already preparing for growth. “One of our next initiatives is to look into shipping into the Middle East, Far East, Europe and Latin America,” he says.
IWF is currently taking part in the export strategy development program called ExporTech™ provided by WEDC in partnership with Wisconsin Manufacturing Extension Partnership (WMEP) and the Northwest Wisconsin Manufacturing Outreach Center. The three-month program includes coaching, access to experts, customized support and guided development of an international growth plan. Infinity staff involved in the ExporTech program are excited about the high-level support and training they are receiving.
“There’s so much available out there to help us in marketing in terms of trade shows, travel, interpreters. We can’t afford to not do this,” says Tallier of the ExporTech program.
And as he continues to grow his business globally, Tallier is glad to have the SBDC and Chuck Brys on speed dial. “The next time that we would try to expand, create a business plan or look for additional funds, Chuck would be my very first phone call.”
For more information on this successful, new Wisconsin manufacturer, check out www.infinitywoodfloors.com.