Same Leer story…

In 1952, a small company in New Lisbon Wisconsin, began producing cork insulated commercial ice freezers. Through decades of commitment to product development, customer service and a relentless focus on American-made manufacturing excellence, Leer has continued to shape and drive innovation in the temperature-controlled storage industry.

So today, over 65 years later, we have customers in 52 countries, over 300,000 square feet of manufacturing space and have 220 employees who collectively, all own the business. And we believe, its those employee owners that make a distinctive difference, to Leer’s dedication to quality and service across all our product lines – be that our iconic white Ice Merchandisers or our custom-built Walk-In Coolers & Freezers – you have the commitment not just of one owner, but 220 owners.

…but with a new look…

…and a new inspirational message!

We began our branding journey by investigating a marketing concept called ‘Start with Why’. It’s an exercise to reflect on three main questions.

  • What does Leer deliver to their customer?
  • How does Leer do it?
  • Why does Leer exist – what is special about us?

The What we do is straight forward – manufacture temperature-controlled storage solutions.

The How we do it is a little less known outside our walls – yearly reinvestment of millions of dollars back into our employees, equipment and dedication to American made manufacturing excellence.

The Why is probably not known to many – we’re with you every degree of the way.

We hope consolidating all of our product lines under the same refreshed brand will help us, and you, tell our story loud and proud. It’s our belief that when you make Leer “your trusted partner in temperature-controlled storage solutions”, you’re not just purchasing a product, you’re buying a commitment from all of us. And that commitment is “we’ll be with you every degree of the way” and support you throughout the lifetime of ownership.

Questions? Let us help.

Why did Leer decide to create a brand-new look?
Brands are created to help convey a company’s message. Over the years, Leer’s product offerings have continued to grow and our messaging no longer was a perfect fit. With our Ice Merchandisers, Vending Machines, Transport Units, Walk-Ins, and Refrigerated Reach-In Storage we believe we can be our customers “partner in temperature-controlled storage solutions”. We needed to revamp and refresh, so our messaging and brand conveys that message.

What’s happening to Carroll Coolers?
Nothing! Carroll Coolers will continue to provide exceptional quality Walk-In Coolers and Freezers, with world-class customer service, but under the Leer brand name. Leer will now have three Walk-In manufacturing styles available: Soft Rail, Wood Rail, and High-Density Rail.

Is Leer still selling Ice Merchandisers and Walk-Ins?
Yes! Nothing is changing about Leer except for our look! We’ll continue to manufacture and provide the same products, and more.

What else is going on?
Absolutely nothing! Our brand consolidation and refresh is not a signal of distress but, the opposite, a announcement of continued success and growth.

What’s the timing for the brand transition?
We’ll be rolling out the new brand on January 2, 2020. You may see the new logo slip into some marketing materials before then…stay tuned. Check back here for more info!