Issue link: http://www.insightdigital.biz/i/90974
Séura has engineered TVs that are protected from rain, snow, extreme temperatures, insects and dust. About Séura Headquarters: Green Bay Company leadership: Tim and Gretchen Gilbertson. Tim focuses on operations while Gretchen focuses on strategy and branding. Employees: 17 What they do: Develop and manufacture a variety of electronic products, including TVs-within-a-mirror, waterproof television sets, lighted mirrors and outdoor television sets. in the kitchen," she says. "People also don't like to have their televisions stand out and this is built right into the backsplash. It's not sticking out. that has nothing to do with televisions – hotels and health care providers (St. Elizabeth Hospital in Appleton installed them in its new birth suites) are the main customers, although they can be used in residential building too. "People need light by their mirrors and this is just another option; you don't need to have the sconces or overhead lights," Gretchen says. "It's built right in." another factor that can distinguish one hotel from another, Tim says. As for the lighted mirrors – another Séura line and one The Hydras are especially popular in hotels since it's " Focused on the personal touch in Ashwaubenon. Then in 2008, they moved to a new, airy office and production facility in Green Bay's I-43 Industrial Park (the couple now lives in Green Bay). The open concept office space is bright thanks to plenty of windows, and low walls make it easier for employees to collaborate. The W www.insightonbusiness .com hen the company began, the Gilbertsons handled production in the garage of their Little Chute home. Within a few months, they outgrew that space and moved into a facility manufacturing facility sits behind the office and most products are made to order with Séura offering few off-the- shelf models. "It's that personal touch. We assemble the product for the customer and to their specifics," Tim says. "Our ability to customize our products to meet our clients' needs is one of our differentiators." The company employs 17 full-time workers between the office and manufacturing staff and adds temporary workers as needed. While Séura products have gained attention in the home displays at trade shows to catch the attention of designers and architects, who can then share information about their product with their customers. "The typical Séura customer is very discerning and wants something their neighbors don't have," Gretchen says. As for the price tag, the TV-within-a-mirror starts out The company has independent sales reps and also " she says. at about $1,999 while the Storm TV starts at $4,900. As for size, bigger is better with sets above 50 inches being the most popular. Like many other businesses, the economic slowdown better job of raising awareness about our products," Tim says. "Diversifying our product portfolio and introducing new products also helps." As for what's next, Tim is looking to Séura's customers. affected Séura as people cut back on their discretionary spending. But as the economy begins to pick up – especially construction – Séura has grown right along with it. "The economy is getting better and we're also doing a "They keep telling us what they want and we do what we can to meet their needs," he says. November 2012 • INSIGHT | 29 design sector, there are still plenty of people who have no idea their products exist, Gretchen says. "That's a challenge – getting out the word about what we do,