Searching for the perfect tile

Herald Times Reporter

MANITOWOC — Go ahead, walk all over the Oswalds — their tile, that is.

Roncalli High School, the Manitowoc Public Library, Holy Family Memorial Medical Center and its Wellness Center are just three of the local buildings featuring tile from Insulation & Supply.

Now in its 60th year, the company is a wholesale distributor of ceramic and porcelain tile, as well as natural stone such as marble, granite and slate.

Edward and Kathryn Oswald have owned the company since 1957, with the two oldest of their six children in the business. Alan Oswald is president and Steven is executive vice president and sales manager.

“Product lines change every year,” said Ed, who is still fascinated with the world of tile after six decades in the business.

Ed said the business, 1129 S. 41st St., imports much of its tile directly from 10 leading manufacturers in Italy, the country that had dominated production until the 21st century.

China has come on strong in the production of tile — which is usually made of ceramic, stone, metal or glass — “but we don’t buy from them because the quality isn’t there,” Ed said.

Steve is responsible for purchasing tile from other manufacturers, including the U.S., Spain and India.

As a wholesale distributor, the firm sells only to retail outlets — including, for example, Braun Building Supply, Valders Building Supply and Two Rivers Building Supply — and full-time tile contractors.

However, it has showrooms in Manitowoc, Appleton and Green Bay where homeowners can view hundreds of samples of tile that can be used for covering floors, walls or other surfaces.

Clare Schuette has managed the showroom for 15 years, after one year making sample boards. She assists individuals in looking at different size, color, composition, and texture of tiles.

A current hot tile is Domus Aurea, featuring a stone look but made out of porcelain, which translates into lower maintenance.

She said customers are more educated than ever, oftentimes having design ideas from Home & Garden TV network or the Internet.

Insulation & Supply staff can discuss suggested retail prices, but always refer the customers to their installers or building supply, home, floor covering centers.

Alan said their showrooms attract customers from considerable distances because of their hundreds of samples. The floor of their Manitowoc showroom features scores of tile samples, and is changed at least once a year.

Clare said prospective end-users are asked whether the tile is intended for floors or walls, in what rooms, and do they have any color or size preference.

Ed said the most common size of tiles used to be 8-inches-by-8-inches, but 12x12, 18x18, and 24x24 tiles are stocked. “I wouldn’t be surprised if we end up seeing 40-by-40 tile. A larger tile will make a small area look bigger,” he said.

The Oswalds do hold an annual discontinued sale, when customers can do more than just get ideas.

The Oswalds’ 51,000-square-foot building in Manitowoc, erected in 1993, represents the fifth expansion of the business since the doors first opened downtown on Eighth St. in 1948.

The company inventories more than one million feet of Wilsonart brand laminate for countertops, and some 1.5 million square feet of imported and domestic tile for residential and commercial use.

It has the largest inventory of ceramic tile north of Milwaukee, enabling its three sales representatives to offer prompt delivery, via its own fleet of trucks, or pickup by the customer.

Kathryn said she is proud of the expansion of the company during her and Ed’s ownership, from a handful of employees to about 35. She enjoys showing a scrapbook reflecting the growth of the company.

Jim Van Dyke covers the Green Bay-Upper Michigan market, while Ric Dins handles sales in the northern and western part of Wisconsin, and Mark Kuepper travels throughout the state calling on architects.

Their son-in-law, Scott Huebner, is a salesman in the Milwaukee-Madison area. Alan’s wife, Diane, works in customer service and data entry.

While company sales have escalated and tile styles have multiplied, what remains the same is the name, even though, as Kathryn said, it is misleading.

“The company does not sell insulation and hasn’t since 1957,” she said. “The name was acquired from the previous owner. They supplied insulation for the boating industry, including Burger Boat and Rahr Malting Co.”

Last week, Kathryn suggested to Steven he consider changing the name.

Perhaps, keeping in mind the hundreds, or thousands of satisfied users of their tile, Steve said, “Mom, our customers know who we are.”

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