What Decker Supply does

Decker Supply Co., Inc. is a privately held, family-owned manufacturer and distributor of traffic safety equipment headquartered in Madison, Wisconsin, founded in 1958 and now in its third generation of ownership. The company manufactures traffic signs in-house using 5052-H38 alloy aluminum and 3M reflective sheeting (Engineer Grade, Prismatic High Intensity, and Diamond Grade), with a full-color EFI digital printing capability on both reflective and non-reflective substrates. Its product portfolio spans core traffic-control devices (roll-up signs, message boards, arrow boards, traffic cones, barrels, barricades, flexible markers, curb stops, and sign posts), crash-protection hardware (truck- and trailer-mounted attenuators meeting MASH and NCHRP 350 Test Level 3, plus crash cushions), and pedestrian-safety systems (RRFBs, radar speed signs, LED flashing signs, flashing beacons, QWICK KURB channelization devices, and RoadQuake portable rumble strips).

Decker Supply operates a sales-led, regional go-to-market model with named territory managers covering Wisconsin, Illinois, Ohio, Michigan, Indiana, Kentucky, Minnesota, and Iowa, augmented by phone/fax order entry and trade-show participation. Revenue derives from one-time hardware sales of both manufactured signs and distributed partner products (3M, Carmanah, QWICK KURB, Radarsign, RoadQuake, Ver-Mac, Wanco, Trinity Highway, Xcessories Squared). Its primary customer segment is state and municipal governments procuring traffic-safety equipment for pedestrian safety, work-zone safety, and traffic-calming projects, with a secondary segment in private industry. Pricing is not publicly disclosed; customers obtain quotes via direct sales contact. The company holds exclusive distribution rights for QWICK KURB in WI/MN/IA and serves as Wisconsin distributor for RadarSign and Wisconsin Preferred Dealer for RoadQuake.

Name

Decker Supply

Legal name

Decker Supply Co., Inc.

Website

https://deckersupply.com

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

11–50 employees

Short description

Decker Supply Co., Inc. is a third-generation, family-owned Madison, Wisconsin manufacturer and regional Midwest distributor of traffic signs, crash-protection hardware, and pedestrian-safety equipment serving state, municipal, and private industry customers.

Ownership category

akta.pro rank

Product category

Traffic Safety Equipment

NAICS

Sign Manufacturing (339950)

SIC

Miscellaneous Transportation Equipment (3790)

akta.pro primary industry

Work Zone Traffic Control Device Supply & Rental (Cones, Drums, Barricades, Delineators) (TLAJALAB)

akta.pro secondary industry

Portable/Temporary Signage & Message Systems (Temporary Signs, PCMS/VMS, Arrow Boards) (TLAJALAC)

Keywords

• Traffic safety equipment
• Traffic control signs
• Work zone safety products
• Pedestrian safety devices
• Highway safety supplies

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Traffic Safety Equipment Sales: Sale of traffic safety equipment including signs, cones, barrels, barricades, attenuators, message boards, pedestrian safety products, and related accessories. Both manufactured products and sourced products from partners.
2. Custom Sign Manufacturing: Manufacture of custom traffic control signs to customer specifications using various substrates and reflective sheeting grades.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Decker Supply manufactures and distributes traffic safety equipment for state, municipal, and private industry projects. The company produces traffic signs in-house at its Madison, Wisconsin facility using 5052-H38 alloy aluminum and 3M reflective sheeting, and offers a full product line including cones, barrels, barricades, attenuators, crash cushions, message boards, arrow boards, pedestrian safety products (RRFBs, radar speed signs, flashing beacons), rumble strips, sign posts, and sign-making materials.

Product overview

Decker Supply is a traffic safety equipment manufacturer and distributor offering a comprehensive portfolio of traffic control and pedestrian safety products. The core offering consists of portable and permanent traffic control devices including roll-up signs, message signs, arrow boards, traffic cones, barrels, barricades, and attenuators. Their pedestrian safety lineup features RRFBs (Rapid Rectangular Flashing Beacons), radar speed signs, LED flashing signs, and flashing beacons. The company manufactures traffic signs in-house at their Madison, Wisconsin facility using 5052-H38 alloy aluminum and 3M reflective sheeting, offering signs across multiple categories (Warning, Regulatory, School, Trail, Route Markers, etc.). Supporting infrastructure products include sign posts (Round, U-Channel, Square, MASSH 400), crash cushions (QuadGuard, React 350, Sand Barrels), and flexible markers. The product line extends to specialized items like QWICK KURB channelization devices, RoadQuake portable rumble strips, and curb stops/speed bumps. Their value proposition centers on being a one-stop supplier for state, municipal, and private industry traffic safety requirements, complemented by an in-house full-color digital printing capability using EFI technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Roll Up Signs & Stop/Slow Paddles Portable traffic control signs and Stop/Slow Paddles for work zones, available in various materials, sizes, shapes, colors and messages, with compatible bases and stands. Stop/Slow Paddles meet MUTCD specifications with ABS plastic handles and reflective sheeting.
• Message Signs & Arrow Boards Electronic message signs and arrow boards from Ver-Mac and Wanco, available with different mounting options, sizes, and lighting configurations for work zone and traffic control applications.
• Truck Mounted Attenuators Vehicle-mounted crash attenuators (SS180 NCHRP 350 TL-3 and SS180-M MASH TL-3 compliant) featuring lightweight aluminum cartridges in steel support frames, designed to protect work zone crews from errant vehicles.
• Trailer Mounted Attenuators Portable trailer-mounted crash attenuators (SST NCHRP 350 and SMT MASH compliant) with aluminum cartridges in steel frames and heavy-duty Torflex axles for mobile work zone protection.
• Rapid Rectangular Flashing Beacons (RRFB) Pedestrian-activated, high-intensity warning lights (Carmanah SC315 and R920 models) that notify drivers when a pedestrian is entering an uncontrolled marked crosswalk, improving pedestrian safety at crosswalks.
• Radar Speed Signs (RadarSign) Driver feedback radar speed signs from RadarSign that display vehicle speeds to motorists, designed to reduce speeding and increase compliance with posted speed limits. Available in vandal-, weather-, and bullet-resistant options with various display sizes and power configurations.
• LED Flashing Signs Electronic signs with integrated LED flashing lights available in Regulatory, Warning, and Pedestrian configurations or custom designs, with AC or Solar power and multiple programming options.
• Flashing Beacons Constant and programmable flashing beacons for notifying motorists of changes in road conditions or pedestrian traffic, available in single or dual layouts with 24-7 flash or calendar system programming.
• In Street Pedestrian Crosswalk Sign Highly visible in-street pedestrian crosswalk signs with durable design and anti-twint feature, available in traditional messages or customization, with multiple base options for crosswalk visibility enhancement.
• RoadQuake Temporary Portable Rumble Strips Temporary portable rumble strips (RQ2 and RQ2F) designed to alert distracted drivers in work zones, with quick installation and removal without anchors or glue; folding strips available for easier deployment.
• QWICK KURB Traffic Channelization Device Traffic channelization devices used for railroad quiet zones, bike lanes, lane separators, and work zones, consisting of separator curbs with bollards connected via rubber boots, available in different colors and sizes.
• Traffic Barrels Plastic channelizer drums (including The Director barrel) for channeling motor vehicle traffic through construction sites, available in Low and High Density Polyethylene with recycled rubber bases.
• Barricade Lights Barricade and vehicle warning lights available in various power sources and base/lens color combinations for different visibility requirements.
• Traffic Barricades Various traffic barricade types including A-Frame, O-Frame, Type I/II/III, Safetycade, Econocade plastic barricades, and TPAR (Temporary Pedestrian Access Route) barricades for crowd control and road closures.
• Traffic Cones Traffic management cones available in different colors, sizes, bases, and sheeting types, including The Divertor channelizer, Tri-Glo vinyl cones, Diamond Panel channelizers, and FirstGard folding traffic cones.
• Curb Stops & Speed Bumps Parking and traffic calming products composed of recycled rubber for asphalt or concrete installation, equipped with molded reflective tape in various sizes and stripe colors.
• Warning Signs Traffic warning signs for advance notice of road conditions, manufactured in-house with 5052-H38 alloy aluminum and 3M reflective sheeting (Engineer Grade, Prismatic High Intensity, or Fluorescent Diamond Grade).
• Regulatory Signs Traffic regulatory signs including Stop, Yield, Speed Limit, and other MUTCD-specified signs, manufactured in-house with 5052-H38 alloy aluminum and 3M reflective sheeting.
• Trail Signs Signs for bike routes, ATV routes, snowmobile routes, and trail access including directional arrows and trail-specific messaging, made with 5052-H38 alloy aluminum.
• School Signs Traffic signs for school zones including School Xing Symbols, Drug Free School Zone signs, School Bus Stop Ahead, and reduced speed limit signs, made with aluminum and 3M reflective sheeting.
• Route Markers Route marker signs including Interstate Shields, U.S. Route Markers, County Route Markers, State Route Markers, and directional arrows.
• Crash Cushions Temporary and permanent crash cushions including QuadGuard II and M10 (NCHRP 350/MASH compliant), React 350 II (reusable HMW/HDPE cylinder system), and Energite III Sand Barrels.
• Sign Posts Sign support posts including Round Posts (galvanized steel), U-Channel Posts (various weights/finishes), Square Posts (pre-punched holes, galvanized), and MASSH 400 ground-mounted systems with Gatorshield finish.
• Street Name Signs Aluminum street name signs in flat or extruded configurations, available in various gauges and heights (6-18 inches), with single or double-sided options and multiple color/border choices.
• Fire Signs (Rural Address Signs) Rural address and fire signs for emergency vehicle location, available in 16, 20, and 24 inch widths with 3M reflective sheeting options and various color/layout configurations.
• Sign Brackets & Fasteners Sign mounting hardware including anchor driving equipment, break-away bases, sign bracing, clamps, brackets, and related hardware from Xcessories Squared, sold as a standalone product category.

Quantifiable outcome

• Speeders reduce their speed the majority of the time when Radar Speed Signs are deployed, and overall compliance with posted speed limit increases

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• 3McoreTechnology or IntegrationUses 3M Reflective Sheetings on all manufactured traffic signs. 3M is recognized as a technological leader in transportation safety industry. Provides technically advanced, durable products with various sheeting grades including Engineer Grade, High Intensity Prismatic, and Diamond Grade.
• CarmanahcoreTechnology or IntegrationSupplier of Carmanah RRFB (Rectangular Rapid Flashing Beacon) systems. Decker Supply is a proud supplier of Carmanah RRFB systems in Wisconsin state. Models include SC315 and R920 RRFB systems.
• QWICK KURBcoreChannel Partner/ Reseller/ DistributorQWICK KURB is a traffic channelization device used for railroad quiet zones, bike lanes, lane separators, and work zones. Decker Supply is the exclusive WI, MN, and IA supplier of QWICK KURB products.
• RadarsigncoreChannel Partner/ Reseller/ DistributorRadarSign offers radar speed signs for traffic calming. Products are rugged, weather and vandal resistant, and MUTCD compliant. Decker Supply is the Distributor for RadarSign in Wisconsin state.
• RoadQuakecoreChannel Partner/ Reseller/ DistributorRoadQuake 2 Temporary Portable Rumble Strips designed to reduce accidents by alerting distracted drivers. Decker Supply is the Wisconsin Preferred Dealer for RoadQuake 2 products and accessories.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hall Signs: Hall Signs manufactures traffic signs, street name signs, regulatory signs, and related sign hardware for municipalities and agencies. It is comparable to Decker’s in-house aluminum traffic sign manufacturing and municipal sign supply business.
• Traffic Safety Warehouse: Traffic Safety Warehouse sells traffic cones, barricades, signs, channelizers, posts, and work-zone safety supplies through an online distribution model. It is comparable on product assortment, though its go-to-market is more e-commerce-led than Decker’s regional field sales model.
• TAPCO: TAPCO is a Wisconsin-based traffic and parking safety solutions provider offering signs, blinkers, RRFBs, radar feedback signs, and connected roadway safety products. It is highly comparable because Decker also sells/manufactures traffic signs and pedestrian/driver-warning safety systems to municipal and roadway customers.
• Traffic Safety Store: Traffic Safety Store is an online supplier of traffic cones, signs, barricades, speed bumps, delineators, and parking-lot safety products. It is comparable because it competes in traffic safety equipment distribution across many of the same commodity and work-zone product categories.
• Zumar Industries: Zumar manufactures and distributes traffic signs, work-zone safety products, and roadway marking/safety equipment. It is comparable because it serves government and contractor buyers with a mix of traffic sign manufacturing and traffic-control product distribution.
• Osburn Associates: Osburn Associates supplies traffic signs, sign posts, pavement marking products, work-zone equipment, and safety products. It is comparable to Decker’s one-stop traffic safety product model for public agencies and contractors.
• Dicke Safety Products: Dicke Safety Products supplies traffic signs, sign stands, barricades, warning lights, and work-zone safety equipment. It is comparable to Decker’s traffic-control equipment offering, especially portable signs, barricades, and related safety hardware.

Broad incumbents

• RoadSafe Traffic Systems: RoadSafe is a large U.S. work-zone safety and traffic-control provider with traffic control services, pavement marking, sign manufacturing, and roadway safety products. It is comparable as a broader incumbent serving the same DOT, municipal, and contractor traffic-safety market.
• Pexco Davidson Traffic Control Products: Pexco’s traffic-control business manufactures channelizers, delineators, posts, barriers, and related roadway safety products. It is comparable to Decker across flexible markers, channelization, and work-zone safety devices, though Pexco is more of an OEM/manufacturer than a regional one-stop distributor.

Regional players

• Mega Rentals: Mega Rentals is a Wisconsin traffic control and work-zone safety provider offering traffic control equipment, rentals, and services. It is comparable as a regional traffic-safety player serving many of the same municipal and contractor use cases, though its rental/service mix differs from Decker’s sales and sign-manufacturing model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/decker-supply-co-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Decker Supply