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Werner headquarters in Appleton. (Werner)
Werner Electric Supply rebrands to Werner
By: Ethan Duran//October 21, 2025//
Listen to this articleAn Appleton-based electrical supplier serving the rest of Wisconsin will have a new name and look.
Werner, formerly Werner Electric Supply, announced its next step in its brand evolution with a name change, improved brand messaging and updated visuals. The shift followed a “deliberate process to better communicate with the people and businesses it serves,” officials said.
“Our customers have been clear about their priorities, and their voices continue to guide every decision we make,” said Brandon Day, vice president of sales and marketing at Werner, in a statement. “This updated name, visual brand and enhanced communication showcase our ability to solve problems, anticipate needs and deliver results that matter most to our customers.”
The rebranding process included examining the company’s internal capabilities, leveraging its legacy, assessing the market and interviewing customers, officials said.
Werner has operated an electrical supply and distribution business since 1948 and serves customers throughout Wisconsin and Michigan’s Upper Peninsula.
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