R.W. Rogers Company

What R.W. Rogers Company does

R.W. Rogers Company, Inc. is a privately held, U.S.-domiciled retailer and manufacturer of physical store equipment founded in 1963 and headquartered in St. Charles, Illinois. The company's core business is supplying shopping carts, hand baskets, cart corrals and shelters, checkout counters, gondola and wall shelving, custom wire displays, garden-center products (including the in-house BenchLine and TableLine brands), material handling equipment, food service fixtures, stainless tables and sinks, refrigerated display units, floor mats, floor scrubbers and sweepers, asset protection hardware, and eCommerce picking/staging equipment. Revenue is generated through direct sales of new, used, and refurbished equipment, custom in-house manufacturing (millwork and wire displays), and short-term rentals of carts and refrigeration units; pricing is overwhelmingly quote-based, with limited public list pricing on commodity items such as floor mats.

The underlying operating model is sales-led: customers discover products through downloadable PDF catalogs and a quote-request form on the company's website, then transact via phone with the in-house sales staff. Inventory and fulfillment run from two adjacent facilities at 105 and 205 Industrial Drive in St. Charles, totaling roughly 180,000 square feet of warehouse space (grown from the original 4,000 sq ft). The company sells both stock product lines and tailored custom solutions, with the in-house manufacturing capability positioned as a differentiator against pure-play distributors. Customer segments are organized vertically — retail/grocery stores as the primary segment, plus garden centers, food service/deli/bakery departments, and warehouse/backroom/e-commerce fulfillment buyers.

Strategically, the firm has executed a long-duration geographic and product-line expansion (Midwest-only distribution at founding to nationwide delivery today) and a vertical integration into in-house manufacturing. There is no evidence of external fundraising, M&A, or a software/AI product surface; the business remains an analog industrial supplier with a digital storefront. Sources disclose no revenue figures, named customer logos, or management team bios, which limits investor visibility into financial scale and ownership.

Name

R.W. Rogers Company

Legal name

R.W. Rogers Company

Website

https://rwrogerscompany.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

R.W. Rogers Company is a privately held U.S. retailer and manufacturer, founded in 1963 and headquartered in St. Charles, Illinois, supplying new, used, and custom shopping carts, cart corrals, garden center equipment, material handling, refrigeration, and store fixtures to grocery, garden center, food service, and backroom operators nationwide.

Ownership category

akta.pro rank

Product category

Retail Store Equipment

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040)

akta.pro primary industry

Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)

akta.pro secondary industries

Display Case & Merchandiser Refrigeration Service (HSAOAJAI), Lawn & Garden Equipment Retail (Mowers, Trimmers, Blowers) (CRAIAIAA)

Keywords

• Retail store equipment
• Shopping carts supply
• Garden center displays
• Material handling carts
• Commercial refrigeration units

Headquarters

HQ city

St. Charles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. New Shopping Cart Sales: Sale of new shopping carts including metal grocery carts, all-polymer plastic carts, and hybrid plastic carts to retail customers.
2. Used and Refurbished Equipment: Sale of reconditioned shopping carts and equipment, providing quality options at various price points for budget-conscious retailers.
3. Rental Shopping Carts: Short-term rental programs for shopping carts and refrigeration units, allowing flexibility for seasonal or temporary retail needs.
4. Custom Product Manufacturing: Custom millwork displays and tailored retail solutions manufactured in-house to customer specifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

R.W. Rogers Company supplies and manufactures retail store equipment and fixtures, including shopping carts (new, used, refurbished, and rental), hand baskets, garden center displays, material handling carts, checkout counters, custom wire and gondola shelving, food service equipment, refrigeration units, floor mats, and store decor. The company distributes nationwide from its 180,000 sq ft St. Charles, Illinois warehouse and offers in-house custom manufacturing for tailored retail solutions.

Product overview

R.W. Rogers Company is a retail equipment manufacturer and supplier established in 1963, offering a comprehensive portfolio of physical products for retail environments. The company operates as a single-category market (diverse physical equipment) rather than a platform-plus-modules architecture. Core offerings include shopping carts (new, used, refurbished, and rental), hand baskets, garden center products (BenchLine, TableLine displays), material handling equipment, cart corrals and shelters (multiple architectural styles), checkout counters, custom food bars, custom wire displays, floor mats (Comfort Flow, Waterhog, Stylist brands), floor scrubbers and sweepers, food service equipment, stainless steel tables and sinks, asset protection equipment, store decor, gondola/wall shelving, motorized carts, pallet racking, and refrigeration units. The company also offers product customization capabilities and services for store remodels, e-commerce picking/staging, and emergency replacement needs. The product line serves grocery stores, garden centers, and general retail environments nationwide.

Differentiator

Problem solved

Functional benefit

Brands

• BenchLine: BenchLine shelving products for garden center applications
• TableLine

Products and services

• Shopping Carts New and used metal grocery carts, all-polymer plastic carts, and hybrid plastic carts, including refurbished and short-term rental options, sold to retail operators needing customer shopping cart fleets.
• Hand Baskets & Rolling Baskets Hand baskets and rolling baskets in various sizes and styles for retail environments, sold to grocery and general retail stores.
• Garden Center Products Garden center carts, BenchLine shelving units, TableLine displays, Orlandelli Ebb and Flow benches, and floral displays for nursery and garden center retailers.
• Material Handling Equipment Motorized material handling carts, flatbed platform trucks, tote pick carts, mobile pick carts, and various transport and utility carts for retail backroom and warehouse operations.
• Cart Corrals & Shelters Shopping cart corrals (Ambassador, Arcadia, Edison, Fairlane, Fillmore, Hudson, Jefferson, Lafayette, Olympia, Whitney, Windsor, Woodward models), plus bus/transit shelters and smoking shelters for retail exteriors.
• Checkout Counters Checkout counters, carousel lanes, tri-belt lanes, and non-belted express stations for grocery and retail point-of-sale environments.
• Custom Food Bars Custom-manufactured soup bars, salad bars, and hot/cold food bars for retail and food service environments.
• Custom Wire Displays Custom-manufactured wall shelving, gondola shelving, wire shelving, end cap displays, case front displays, dump bins, and stackable bins.
• Floor Mats Commercial floor mats (Comfort Flow, Waterhog Fashion, Waterhog Eco Elite, Comfort Mate, Stylist, Tri-Grip) for retail entrances and interiors with quantity-tiered unit pricing.
• Food Service Equipment Produce carts, universal/lug/platter carts, cooler shelving/dunnage, bakery racks/cabinets, receiving desks/lockers, and custom carts for grocery food service departments.
• Waste & Recycling Receptacles Waste and recycling receptacles in multiple design collections for retail interiors and exteriors.
• Asset Protection Equipment Stanchions, chrome railing, chrome gates, chrome turnstiles, case protectors, and stainless/chrome bumpers for retail loss prevention and crowd guidance.
• Stainless Tables & Sinks Poly top cutting tables, bakery sinks, platter sinks, and various stainless steel work tables for food service and deli operations.
• Gondola & Wall Shelving Gondola island shelving and wall shelving units for retail store merchandising.
• Motorized Carts Motorized shopping carts and motorized handicap carts for retail customer accessibility and convenience.
• Pallet Racking Pallet racking and wide-span shelving systems for warehouse and backroom storage applications.
• eCommerce Picking & Staging Equipment Equipment for e-commerce picking and staging operations including G6C, G6F, and G8C chillers and freezers for chill chain fulfillment.
• Refrigeration Units Commercial refrigeration including multideck display chillers (C Series, Sara), low glass chillers (B2-LG), grab & go display chillers (P360), chest display freezers (E Series), and upright glass door chillers/freezers.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Lozier Corporation: Lozier is a major U.S. manufacturer of store fixtures, gondola shelving, and retail display systems. Comparable to R.W. Rogers in shelving, gondola, and custom wire display categories.
• Wanzl: Wanzl is a German-based global manufacturer of shopping carts, retail equipment, and store fixtures. It is the largest direct competitor to R.W. Rogers in metal and polymer shopping carts and operates at significantly greater scale with international reach.
• Technibilt: Technibilt manufactures wire shopping carts, basket carts, and store fixtures for grocery and retail. Directly comparable product offering and customer base to R.W. Rogers' shopping cart division.
• Madix Inc. Madix manufactures retail shelving, gondolas, and store fixtures for grocery, big-box, and convenience stores. Overlaps with R.W. Rogers' gondola/wall shelving and checkout product lines.
• Cari-All (United Steel & Aluminum): Cari-All manufactures wire shopping carts, retail fixtures, and material handling products serving grocery, retail, and food service customers in North America. Directly comparable to R.W. Rogers in cart and fixture categories.
• Sears Trostel (a Somic America company): Sears Trostel specializes in shopping cart replacement parts, refurbishment, and accessories. Comparable to R.W. Rogers' reconditioned and replacement parts business for grocery and retail carts.
• Unarco Material Handling: Unarco produces shopping carts, industrial racking, and material handling equipment, including its CartSmart and Ridg-U-Rak product lines. Overlaps directly with R.W. Rogers' shopping cart and material handling business.

Broad incumbents

• Hussmann (Panasonic): Hussmann, a Panasonic company, is a major manufacturer of commercial refrigeration and display cases for grocery and food retail. Overlaps with R.W. Rogers' refrigeration units and food service equipment product lines at a much larger scale.

Emerging players

• Tote Cart Company: Tote Cart Company specializes in material handling and picking carts for warehouse, e-commerce, and backroom retail applications. Directly comparable to R.W. Rogers' material handling and eCommerce picking/staging offerings.

Regional players

• Orlandelli (Italian partner referenced by R.W. Rogers): Orlandelli is an Italian manufacturer of garden center displays, benching systems, and Ebb & Flow tables. R.W. Rogers distributes Orlandelli products in the U.S., making it a complementary peer in the garden center segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/RWRogersCompany
• Facebookfacebook.com/rwrogerscompany
• LinkedInlinkedin.com/company/r-w-rogers-company-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 R.W. Rogers Company