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February 09.2026
2 Minutes Read

Celebrating 100 Years of LaCrosse Brush: A Testament to Innovation and Community

LaCrosse Brush 100 Year Anniversary emblem with laurel design.

LaCrosse Brush: A Legacy Built Over 100 Years

In a world where brands often fade as quickly as they rise, LaCrosse Brush stands proud, celebrating a century of innovation and craftsmanship. Beginning in 1926 with George Wittenberg's handmade brushes crafted in his basement, LaCrosse Brush has evolved into a cornerstone of the Jan/San industry. Bolstered by a rich heritage and a commitment to quality, the company has navigated numerous challenges, including a devastating fire in 1972 and strategic acquisitions like Ridgeview Products in 2005 and Excel Brush in 2007, showcasing resilience and adaptability.

Rooted in Community and Relationships

Derek Peterson, the Director of Brush Manufacturing, reflects on the journey, emphasizing the community's role: "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." Such sentiments underscore the core philosophy at LaCrosse Brush—it's not just about manufacturing brushes; it’s about fostering relationships and creating products that the community can depend on daily.

Recognition and Market Evolution

From its early days providing local businesses with essential cleaning tools, LaCrosse Brush has grown to become a nationally recognized name. The brand is known for its durable, color-coded brooms and brushes that prioritize hygiene and organizational safety. Today, as part of Alwin Manufacturing and marketed alongside Palmer Fixture, the company continues to innovate, addressing the evolving needs of the public and the commercial cleaning sector.

Honoring the Past While Looking to the Future

As LaCrosse Brush marks its 100th anniversary, the company takes a moment to honor not just founders Wittenberg and Peterson but the community and employees who have supported it through every transition. It’s a moment to reflect on the milestones achieved while setting the stage for future innovations. What will the next century hold for LaCrosse Brush? If history is any indication, the company will continue building on its legacy of quality and community service.

A Fond Celebration of Culture and Craft

LaCrosse Brush's story is a testament to what it means to endure through the decades—innovation in craftsmanship, community involvement, and dedicated service to customers. Their journey shows that businesses, much like people, grow through shared experiences and collective support. As they celebrate this significant milestone, the community is reminded of the importance of supporting local enterprises that contribute to the fabric of everyday life.

As LaCrosse Brush looks to the next chapter, the community can take pride in having witnessed a remarkable journey filled with hard work, loyalty, and a steadfast commitment to excellence. Here’s to another hundred years of providing reliable cleaning solutions!

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