LaCrosse Brush Celebrates 100 Years Of Innovation, Resilience, And Craftsmanship

LaCrosse Brush, a manufacturer of high-quality brushes and cleaning tools, is celebrating its 100th anniversary in 2026.

“From its humble beginnings, when founder George Wittenberg crafted handmade brushes in his basement, to its present-day reputation as a leader in the jan/san industry, LaCrosse Brush marks a century of resilience, growth, and dedication to its customers,” according to a press release.

Over the last 100 years, LaCrosse Brush has navigated triumphs and challenges, including a devastating fire in 1972, multiple facility moves, and significant expansions through acquisitions such as Ridgeview Products (2005) and Excel Brush (2007).

“Each milestone reflects the company’s enduring commitment to quality, innovation, and service,” the release added.

“Hitting 100 years is pretty incredible, and it wouldn’t have been possible without the hard work of our team, the loyalty of our customers, and the support of our community,” Derek Peterson, Director of Brush Manufacturing, said. “At LaCrosse Brush, it’s never just been about making brushes — it’s about building relationships and creating tools people can rely on every day.”

According to the release: “From its early days supplying local industries, LaCrosse Brush has grown into a nationally recognized brand known for its durable, color-coded brooms, brushes, and cleaning tools. Today, the company continues to thrive as part of Alwin Manufacturing, marketed alongside Palmer Fixture to provide innovative hygiene and cleaning solutions across the jan/san industry.”

As LaCrosse Brush celebrates its centennial, it honors the Wittenberg and Peterson families who guided its success through decades of transition, as well as the employees, customers, and industry partners who have been integral to its journey.

With a focus on innovation, durability, and customer service, LaCrosse Brush serves industries nationwide with a comprehensive line of color-coded cleaning solutions. In 2024, LaCrosse Brush joined Alwin Manufacturing, further strengthening its role as a trusted partner in the jan/san industry. LaCrosse Brush products are now produced in Green Bay, WI. For more information, visit: palmerfixture.com and lacrossebrush.com.