From a single warehouse, WSI evolved into one of the largest, private third-party logistics companies in the US
For more than 60 years, WSI has helped companies of all sizes store and ship their products with confidence. Through a nationwide distribution network backed by global logistics reach, the company has established itself as one of the largest privately held third-party logistics (3PL) providers in the US. Known for exceptional customer experience across warehousing, fulfillment and transportation, WSI works closely with each client to implement customized solutions that improve operations, accuracy and efficiency. We had the pleasure of speaking with President Paul Simmons to mark the company’s 60th anniversary.
“WSI is a 3PL company based in Appleton, Wisconsin. Celebrating our 60th anniversary this year, we were founded in 1966 with just one building, which we still operate out of today. We store and ship for manufacturing and retail customers; they bring us their product, we take care of the rest. That simple model, executed extremely well, has allowed us to grow from one facility to over 40, spanning more than 13 million square feet across the US,” he opens.
WSI supports manufacturers and retailers with three core service areas. The first is warehousing, encompassing a wide range of capabilities including food-grade facilities, hazardous materials handling, and one of the largest rail-served distribution networks in the US. The second is transportation logistics, delivered through WSI’s freight brokerage arm, which provides managed freight, LTL and FTL brokerage. The third is order fulfillment, serving both B2B and direct-to-consumer channels through Kase, WSI’s dedicated fulfillment subsidiary.
“Among our customers are some of the largest manufacturers of paper, chemicals and industrial products in North America. These businesses demand the highest standards of safety, compliance and care. We also serve a wide range of consumer goods manufacturers, including a leading producer of high-end bed and bath products,” Paul notes.
Through this combination of services, over the years, WSI has made a strong name for itself in the industry. When asked what has kept the company going for six decades, Paul is clear: “Our number one core value is safety, which matters just as much to our customers as it does to us. When most people think of safety, they think of slip-and-fall prevention or forklift seatbelts, and that is part of it. But the other dimension of safety is handling products without any damage.” That safety culture is the foundation of WSI’s core operational promise to customers: delivering product in the right condition, in the right quantity, and on time, every time. For customers, those three measures map directly to the warehouse performance metrics that matter most.
“We are an extremely proficient organization in that regard, taking products in, storing and delivering them, all damage-free. Due to our significant presence in the chemical business, we deal with products that, if mishandled, could cause serious harm or be fatal. Not everyone can do this work well,” Paul says.
WSI’s position on safety is so categorical that the company will walk away from business rather than compromise it. “When we speak to prospective customers, we ask specific questions that their current providers have likely never thought to ask, because those providers are not following the rules and regulations from a chemical standpoint. Our people are our most precious asset, and we must ensure they work in safe conditions.”
That investment in people is reflected in WSI’s remarkably low staff turnover. Many employees have been with the company for 25 to 35 years, which is an unusual feat in today’s labor market. “We cannot win or keep business without good people, and in this market, hiring well is particularly challenging,” Paul adds. “We invest a lot of time in that process, and it pays off in the experience we deliver to our customers,” he adds.
Despite its large scale, WSI retains a small-town feel that makes customers feel comfortable, as they can see that the team genuinely cares. It is a quality that connects directly to another of WSI’s differentiators: customer experience.
With a clear understanding of how much customer experience can drive buying decisions, WSI works hard to get it right. This approach often results in repeat business and word-of-mouth referrals. “Safety, people and customer experience are the three things that have allowed us to win new business and grow, and we believe that focus will keep us going for another 60 years,” Paul shares.
WSI’s roots are firmly in the pulp and paper industry, the sector it was founded to serve, and that heritage remains at the heart of its identity today. For Paul, the ambition is that, 60 years from now, the company will still be recognized as the industry’s most trusted 3PL partner. The need to store and transport essential goods, whether food, personal care products or hazardous chemicals, will never disappear, and WSI is committed to remaining the trusted partner businesses can rely on for the future.