New England Wire Products

What New England Wire Products does

New England Wire Products (NEWP), founded in 1980 and headquartered in Leominster, Massachusetts, is a third-generation, family-owned custom manufacturer specializing in point-of-purchase (POP) retail displays, gondola shelving systems, and material handling equipment. The company serves major US retailers, grocery chains, and consumer packaged goods (CPG) manufacturers — including Home Depot, Walmart, Publix, 3M, Anheuser-Busch, Milwaukee Tool, Mohawk Industries, Owens Corning, and Advance Auto Parts — through a direct enterprise sales model that designs, engineers, prototypes, manufactures, prints, and fulfills custom fixtures entirely in-house across five production facilities totaling 835,000 sq ft in Massachusetts, Maine, and Georgia.

The company's technology stack centers on metal fabrication, wire forming, welding, and custom display manufacturing, supported by a full in-house prototyping shop, graphic design and printing capabilities, and turn-key assembly, packaging, warehousing, and shipping. NEWP reports 7-week average lead times, 99% on-time delivery, 10M+ store fixtures deployed across US and Canada, and $27M invested in manufacturing technology since 2014. Beyond the core retail fixture business, NEWP has diversified into adjacent industrial verticals — warehouse racking and AS/RS components, data center cages and IT racking, and solar panel mounting hardware — leveraging its existing wire fabrication capability into markets with structural tailwinds.

Revenue is generated through project-based, custom-quoted orders for one-time product sales rather than subscription or licensing models, with multi-year contract relationships on enterprise accounts. The company employs 51-100 people per firmographic data (though one source notes 'hundreds') and remains privately held under the Peters family, with Chuck Peters Jr. as President & CEO and Charlie Peters III as COO representing the third generation. No external funding rounds have been disclosed, and NEWP is not M&A active, operating entirely on organic growth funded by reinvested earnings.

Name

New England Wire Products

Legal name

New England Wire Products

Website

https://displayracks.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

51–100 employees

Short description

New England Wire Products is a third-generation, family-owned US manufacturer of custom retail point-of-purchase displays, gondola shelving, and material handling equipment, serving major retailers and CPG brands across five in-house production facilities in Massachusetts, Maine, and Georgia.

Ownership category

akta.pro rank

Headquarters

HQ city

Leominster

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Custom Retail Display Manufacturing: NEWP designs, engineers, and manufactures custom point-of-purchase (POP) retail displays for major retailers and CPG companies. Revenue is generated through project-based orders with custom pricing based on design complexity, volume, and specifications.
2. Gondola Systems: Sale of standardized and custom gondola shelving systems for retail environments including T-Upright, Grocery Style, and Classic gondola configurations with various accessories.
3. Material Handling Equipment: Manufacturing and sale of heavy-duty carts including U-Boats, platform carts, and specialized racks for retail, warehouse, medical, and industrial applications.
4. Warehouse Racking Systems: Production of pallet rack beams, uprights, AS/RS racking, and automated storage components for warehouse and distribution facilities.
5. Data Center Infrastructure: Manufacturing of wire shelving, server cages, IT racking components, and structural supports for data centers and server rooms.
6. Solar Panel Mounting Components: Fabrication of structural framing, brackets, plates, rails, and mounting hardware for industrial solar installations.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

New England Wire Products designs, engineers, and manufactures custom point-of-purchase (POP) retail display fixtures including dump bins, floor stands, gondola shelving systems, and rolling carts for major retailers and CPG companies. The company also produces heavy-duty material handling carts, warehouse racking and AS/RS components, data center cages and IT racking, and structural solar panel mounting components, with end-to-end in-house capabilities spanning design, prototyping, manufacturing, printing, assembly, and fulfillment across five US facilities.

Product overview

New England Wire Products is a third-generation family-owned manufacturer offering a comprehensive portfolio of retail display solutions and industrial products. The core offering centers on POP retail display fixtures (dump bins, floor stands, rolling carts) and gondola shelving systems (T-Upright, Grocery Style, Classic), complemented by heavy-duty material handling carts (U-Boats, dairy racks, plant carts, medical carts). Beyond retail fixtures, the company has expanded into industrial applications including warehouse racking and automated storage systems, data center cages and IT racking, and solar panel mounting components. The product line is supported by comprehensive in-house services spanning design, engineering, prototyping, manufacturing, printing, and fulfillment. All products are manufactured domestically across five facilities totaling over 600,000 square feet in Massachusetts, Maine, and Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Fixtures Custom point-of-purchase (POP) retail display fixtures including dump bins, floor stands, rolling carts, platform displays, butcher block bays, and expandable floor units designed to drive sales for retailers across food, snack, beverage, candy, grocery, home improvement, automotive, convenience, craft & hobby, and health & beauty categories.
• Gondola Systems Complete USA-manufactured gondola shelving systems including T-Upright Gondola, Grocery Style Gondola, and Classic Gondola configurations available in island and wall layouts with multiple shelf options and accessories for retail environments.
• Heavy-Duty Carts Rugged material handling carts including U-Boats, heavy-duty flat carts, grocery dairy racks, plant carts, medical carts, and custom cart solutions for retail, warehouse, greenhouse, dairy, medical, and industrial environments.
• Warehouse Racking & Storage Systems Structural components for automated warehousing including precision pallet rack beams, uprights, and decking; AS/RS racking components; cube-based high-density storage solutions; and AMR-compatible mobile shelving and racking.
• Data Center Cages & IT Racking Components Wire shelving, racks, and structural components for data centers and server rooms including open-wire data center cages, server cages, server cabinets, light-duty shelves, heavy-duty telescoping shelves, rotating sliding bases, and vent shelves.
• Solar Panel Mounting Components Structural framing and components for industrial solar farms including brackets, structural plates, rails, structural tubing, and mounting hardware for scaled solar installations.
• Design Services Innovative, fresh display design services that bring retailers highly attention-capturing display concepts intended to convert shopper attention into sales.
• Engineering Services Display solution engineering that transforms designs and ideas into detailed manufacturing-ready drawings for retail displays and fixtures.
• Prototyping Services Full-scale, production-quality custom retail display and fixture prototyping delivered through NEWP's prototyping shop to support value engineering and streamlined production.
• Manufacturing Services Domestic manufacturing across five facilities in Massachusetts, Maine, and Georgia totaling over 600,000 square feet, with advanced, streamlined production capabilities that accelerate speed to market.
• Printing Services Full-service, in-house graphic design and printing for POP display needs to accelerate printing capabilities for retailer and CPG customers.
• Fulfillment Services Turn-key on-site assembly, packaging, warehousing, and shipping services delivering on-time distribution of custom retail displays and fixtures.

Quantifiable outcome

• 99% on-time delivery rate
• +4 more outcomes

Named customers11 records

Segments12 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• University of Massachusetts AmherstminorOthersNEWP partners with UMass Amherst for internship and co-op programs, and has established a scholarship program for students pursuing studies in manufacturing, operations, and related disciplines. The company has invested over $750,000 in scholarships and internships to local schools and universities.

Scale indicators10 records

Recent moves15 records

Expansion highlights5 records

Direct peers

• Steel King Industries: Manufacturer of material handling and storage rack systems including pallet racks and warehouse storage solutions. Directly comparable to NEWP's warehouse racking and storage systems product line.
• Madix Inc. Texas-based manufacturer of store fixtures, gondola shelving, and custom retail displays sold to major US retailers. Direct competitor in retail shelving systems and fixtures.
• Trion Industries: Custom manufacturer of POP displays, store fixtures, and wire-formed products serving major retailers and CPG companies. Directly competes with NEWP in custom retail display and gondola manufacturing.
• RBI Solar: Manufacturer of solar mounting structures and racking systems for ground-mount and commercial solar installations. Directly comparable to NEWP's solar panel mounting components product line.
• Cisco-Eagle: Provider of material handling systems, warehouse storage solutions, and industrial racking. Comparable to NEWP's warehouse racking and material handling equipment business serving distribution centers.
• Frank Mayer and Associates: Custom designer and manufacturer of in-store retail displays, kiosks, and digital signage. Comparable in delivering end-to-end custom POP display solutions to enterprise retail and CPG customers.
• DisplayMax (Henschel): Manufacturer of custom retail displays, point-of-purchase fixtures, and merchandising solutions. Direct competitor in custom POP display manufacturing for retail and CPG end markets.
• Outform: Global retail experience agency and manufacturer of in-store displays, fixtures, and digital retail solutions. Comparable in providing integrated retail display services to major brands.
• Spacefile: Manufacturer of retail storage and display fixtures including shelving and wire products. Comparable in producing wire-based storage and display solutions for retail environments.

Broad incumbents

• Hussmann: Panasonic-owned manufacturer of commercial refrigeration and display cases serving grocery and food retail. Broader incumbent in retail fixtures with overlap in grocery/supermarket display solutions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCai5TvxLPNnI5QAj2ndNdbg/featured
• LinkedInlinkedin.com/company/new-england-wire-products
• Instagraminstagram.com/newenglandwire
• Facebookfacebook.com/New-England-Wire-Products-596713850505599

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New England Wire Products