Established in 1892, Weinbrenner Shoe Co. remains a celebrated American brand and a growing employee-owned business. “While some other companies are closing, we are investing in our people and our production capacity. We are not only surviving, we are thriving as a US manufacturer,” says Weinbrenner President Jeff Burns.
Weinbrenner Shoes was founded in Wisconsin as a family-owned enterprise. It soon became a successful company producing diverse footwear, from children’s shoes to military boots. In 1917, its famous Thorogood® job-fitted brand was introduced.
Jeff Burns reflects that, like many American manufacturers, Weinbrenner faced significant challenges by the late 20th century. The US shoe industry has seen over 1,000 factory closures since 1980, and Weinbrenner was nearly among them when its owners planned to shut down operations in 1988.
At that point, a group of local businessmen intervened, purchasing the company and saving it from extinction. Soon after, Weinbrenner’s business focus was narrowed to work boots only, sold under the Thorogood® brand. In 2000, the business transitioned to an employee-owned model, promoting a culture of shared responsibility, dedication, and pride. This further reinforced the company’s position as America’s largest manufacturer of “Made in USA” footwear with USA and globally sourced materials.
Commitment to quality and craftsmanship
What is the secret ingredient in Weinbrenner’s business success? “We’re known as authentic, legacy, made-in-the-USA,” says Burns, affirming that Weinbrenner’s reputation rests on its unwavering dedication to quality. Weinbrenner retains complete control over its processes, unlike many competitors that outsource production.
“We believe in the culture of quality. We have people who know how to build a shoe – we engineer, design, develop, build, make, and sell the shoe. Whether it’s in demanding USA hides or the finest components, we require that our suppliers also have the same culture quality that we do, to provide the finest footwear in the world. That’s what makes us different.”
Weinbrenner’s boots sold under the Thorogood® brand are tough and durable and provide support throughout the day. “The durability of our boots is a testament to their craftsmanship. Customers often report that their boots last over a decade. These boots, made with US-sourced leather, are repairable, which aligns with the growing consumer demand for sustainable products,” says Burns.
He further points out that the company integrates sustainability into its manufacturing ethos. Weinbrenner has transitioned to PFA-free production to eliminate harmful “forever chemicals,” underscoring its commitment to environmental responsibility.
The human factor
This outstanding quality, as well as the company’s exceptional performance, has not gone unnoticed. For three years, Weinbrenner has been a finalist for the prestigious Wisconsin Manufacturer of the Year. This year (2024) Weinbrenner received the Time Tested American Craftmanship Award. The company has also received multiple nominations for the “Coolest Thing Made in Wisconsin” contest. In addition, Weinbrenner received a Legacy Award for contributing to the city of Merrill over the last 88 years and was awarded Supplier of the Year of Galls, the nation’s largest public safety distributor.
As an essential employer and part of the communities in which it operates, the company supports several charitable causes and, with its employee-owned structure, fosters a collaborative and inclusive workplace culture. “We promote work-life balance, as demonstrated by our voluntary overtime policy, which respects employees’ personal time. We ensure that our people are supported in a pleasant work environment,” says Burns.
He further notes that unionized factory workers and management work together, emphasizing shared goals. Regular town halls inform employees about the company’s performance and strategy, reinforcing their integral role in Weinbrenner’s success.
Continued investment
In 2024, Weinbrenner launched its most advanced footwear line, the Genesis boot. This product was developed using cutting-edge technology, including German and Italian machinery, to achieve unparalleled durability and comfort.
The boots feature nitrile rubber outsoles, American hide uppers, and injected polyurethane midsoles, making them lightweight, flexible, and resilient. The company also ensured optimal foot support and comfort by consulting with medical professionals, setting a new benchmark in the work boot industry.
“Our latest range of work footwear is crafted to prioritize comfort and durability. This is the most technologically advanced boot we’ve ever built, and we’re getting an incredible response from customers.”
Weinbrenner has been investing significantly in its assets to increase output and enhance productivity and efficiency. In 2022, the company renovated a 130,000-square-foot facility in Merrill to the latest standards and just recently broke ground on a brand new 70,000-square-foot factory in Marshfield, Wisconsin.
With this investment, the company reinforces its commitment to union labour by awarding nearly 80% of contracts to unionized firms. “We manufacture Thorogood boots for America’s working men and women and believe in supporting the union labourers that are the foundation of our company,” says Burns, reflecting that although the company is also investing in automation, this will not reduce staff numbers, as the human element will always be needed to sustain the level of craftsmanship.
Standing the test of time
Weinbrenner has doubled the size of its business over the last five years, and looking ahead, the company aims to double its revenue again in the next five years, as it has started to export its footwear to new markets, including South America and even China.
However, this wider reach does not mean compromised quality, affirms Burns. “Quality remains our utmost priority. Our customers love the brand, and we take their appreciation very seriously. Therefore, we are taking a measured approach to international expansion to ensure we never disappoint our customers.”
Still, he affirms that the company has aggressive plans to grow in line with increased demand for Thorogood boots. “We have also recently ventured into a new area and started to offer a line of Thorogood-branded clothing through licensing agreements. This expansion reflects customer demand for products that project the company’s values of durability and style,” he says.
As the company looks to the future, Weinbrenner remains committed to the principles that have guided the business for over a century. “We will continue to produce the highest-quality footwear, support our retail partners, and honour the legacy of craftsmanship that began in Milwaukee in 1892.”
“Our boots are more than just products; they are a testament to the hard work, dedication, and pride that define the American spirit. Weinbrenner and the Thorogood brand have stood the test of time – and will continue to do so into the future.”
