Our company's founders, Harold and Marguerite Werdin, started in the basement of their home in Oshkosh, WI selling and servicing fire extinguishers in 1942. Eventually, they moved their booming fire extinguisher business into a new building at 109 Rosalia Street in Oshkosh.
In 1956, business increasing, Harold and Marguerite agreed it was time to expand and opened a small shop at 1314 W. Atkinson in Milwaukee. Operating two small stores was difficult for the couple, so in 1959, their son Bruce, newly discharged from the Marine Corps., joined the staff of General Fire. The business had reached new heights and with this came a new address at 821 W. Atkinson, Milwaukee in 1962. By this time, fire protection encompassed more than just fire extinguishers and they had begun selling fire hose, nozzles, and even fire trucks to surrounding fire departments. Harold was also instrumental in helping suburban areas establish volunteer fire departments.
They required more space for their operation in Milwaukee, so once again they moved to 6333 N. Teutonia, Milwaukee in the late 60's and opened the first showroom in which customers could see and handle the merchandise prior to purchasing it. Several years later, advertising as a stocking distributor for many different manufacturers, space became an issue again. In the early 70's, they leased a building at 6914 W. State Street, Milwaukee. Unfortunately, the owner decided to sell that property so a shopping complex could be built. Once again, they packed up and in 1978 settled into their new building in it's current location at 975 N. Hawley Road, Milwaukee.
The 1980's presented a decade of change for the Werdin family and General Fire. In 1982, Beverly, Bruce's daughter, was hired to relieve Marguerite of the bookwork and progressed into sales shortly afterward. The Oshkosh branch of General Fire Equipment Co., Inc. was sold in 1985. In 1986, Bruce's son Brett was hired to perform service work and also joined our sales force.
Half of a century had passed and Harold decided to take advantage of his retirement years at the age of 80. Fire Departments all over Wisconsin have benefited from his product knowledge. He was secure in the knowledge that his investment of time and dedication to Wisconsin's fire service/departments would continue on through a reputation of trust and the highest quality of products. So, in 1992, he sold General Fire Equipment Co., Inc. to his son Bruce, who remains as President of the company.
In the 64 years that our company has been serving fire equipment needs, industrial, commercial, and departmental, we will continue to offer quality, service, and the commitment our founders have instilled in us, to our customers.
