For all the talk surrounding the decline of traditional brick-and-mortar retail, having a product featured in a major mass-market store is still a pretty big deal.
Especially if that retailer is Walmart.
Bryan Waltersdorf, president of New Berlin-based wristband manufacturer Artemax, can attest to the importance. Artemax’s newest product, JetBands, was added to Walmart shelves across the U.S. this spring.
“We brought something new to the market,” Waltersdorf said of JetBands. “It allows people to customize wristbands to their own specific needs.”
Since April, JetBands products have been on display at nearly 3,000 Walmarts across the U.S., in the stores’ office supplies departments. Walmart operates 4,761 American-based locations.
Artemax, which has roots stretching back to 1995, has been manufacturing identification wristbands for markets across the globe since its inception.
But Waltersdorf said the release of JetBands is a milestone moment for Artemax — and not just because of the Walmart partnership.
Waltersdorf said JetBands differs from other products in Artemax’s portfolio because of its custom features. Consumers have the ability to design and print a wristband of their preference with the assistance of an inkjet printer.
“Do-it-yourself has become a big, popular business, whether it’s crafts or design or arts kinds of things,” Waltersdorf said.
Artemax’s entry into Walmart stores came on the heels of the mega-retailer’s annual U.S. Manufacturing Open Call in 2017. Artemax was one of more than 500 businesses across the country presenting “Made in the USA” products for consideration.
“JetBands stood out as an innovative product that appealed to Walmart’s buyers immediately, as did the packages of identification wristbands,” Waltersdorf said. “We are proud to be recognized by Walmart for our wristband products.”
Executives with Arkansas-based Walmart tout Open Call as an opportunity to invest in communities, the manufacturing industry and job growth. Artemax was one of nearly 100 companies to receive a deal on the spot at last year’s event, the fourth such Open Call in Walmart’s history.
Waltersdorf said the launch of JetBands and the Walmart partnership are important milestones for Artemax, which has a 110-employee workforce. But Waltersdorf said he also sees bigger opportunities on the horizon.
“We’re looking to be the largest supplier of identification wristbands in the world,” Waltersdorf said. “We want to make sure it’s the right technology for people and it’s something they need.”
He added, “We’re not looking to get caught up in all of the buzz.”
