Reid brand returns to NA industrial components supply


Industry Manufacturing components industrial manufacturing Reid

Company touts hybrid approach: new e-commerce site combined with personal service.

NORTON SHORES, Mich. — The Reid brand has returned to the North American industrial components market with a new e-commerce website combined with a “personalized” customer approach provided by skilled specialists, plus distribution, sales, engineering and other unique services.

Reid Supply began in 1948 as a small family business in western Michigan and grew into a major provider of industrial components and services. In 2011, the company was acquired for $32 million by what is now called Essentra, a UK-based manufacturer and distributor of parts and components serving the global market. Reid Supply was rebranded as Essentra in 2013, which was itself a change from company name Filtrona.

Essentra’s specialty industrial components business covers 33 countries and includes 44 manufacturing plants plus four R&D centres (Essentra Components Canada is based in Burlington, Ont.).

Reid, a provider of branded and private-label industrial components based in Norton Shores, Mich., is now live ( and offers a digital catalogue of more than 40,000 products from brands the include Destaco, Kipp, Vlier, Mitutoyo, DimcoGray, ER Wagner, Elesa, Starrett, Southco, Garr Tool and 3M, plus many others.


“We’re borrowing from what made the company great over the past 70 years, while innovating and integrating technology as a way to enhance the customer experience, without replacing our personalized approach. The website is the first of many exciting enhancements we are developing,” said Reid general manager Shelly Koeck.

Personalized services include in-house engineers for consulting, product/solution customization and repair, as well as innovative sourcing and creative inventory programs.


Stories continue below