Service Centers

Steel Warehouse rebrands cold mill division as 'Specialty Strip'

Written by Ethan Bernard

April 9, 2024

Steel Warehouse Co. announced the rebranding of its cold mill division as “Specialty Strip,” a boutique cold mill.

“This decision reflects the company’s commitment to exceeding the industry standard for precision cold-rolled strip through quality and innovation, including capital investments in its cold-rolling mill equipment,” South Bend, Ind.-based Steel Warehouse said in a statement on Tuesday.

The service center and steel solutions provider said “new state-of-the-art technology ensures repeatability and predictability of cold-rolled strip product — from the first coil to the thousandth.”

“We have been actively planning this rebranding and capital investment over the past several years and are eager to see this vision come to fruition,” CEO Ted Lerman said in the statement.

“Steel Warehouse is known for partnering with our customers, and this investment will allow us to expand our value added, metallurgical-driven niche product line,” added Mike Reach, business unit manager of Specialty Strip.  

Specialty Strip is located on Steel Warehouse’s South Bend, Ind., location. It is part of the company’s Specialty Steel division, which also includes Chesterfield Steel (Cleveland), Siegal (Chicago), and Steel Warehouse Portage (Portage, Ind.).

Ethan Bernard

Ethan Bernard is managing editor for Steel Market Update. He previously worked for American Metal Market as a copy editor in the New York office for two years, starting in 2008. Later, he copy edited AMM’s monthly magazine on a freelance basis from 2015 until 2017. With experience in financial copywriting and textbook publishing, he holds a BA in Comparative Literature from UC Berkeley, and an MFA. in Creative Writing from New York University. He can be reached at ethan@steelmarketupdate.com or 724-759-7871.

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