Newell Rubbermaid to locate design work in BTR park

The design and innovation that goes into Newell Rubbermaid products will soon be coming from Western Michigan University's Business, Technology and Research Park. 

 

Newell Rubbermaid designers from across the country and those drawn from the pool of local designers will be gathered in Kalamazoo as the company steps up its emphasis on innovation and design for the more than 40 brands that are part of its global portfolio. Many brands are household names like Sharpie, Rubbermaid, Graco, and Paper Mate.

 

The new facility will be devoted to product design and innovation and will serve as a hub for design and marketing teams to evaluate product prototypes and create plans for future products. No manufacturing will take place at the site.

 

Newell Rubbermaid says it anticipates it will invest well over $2 million in Kalamazoo, excluding people-related costs such as relocation.

 

The emphasis on design is a new one for the company, underscored by its hiring in September of Chuck Jones, who once led design at Whirlpool and most recently was at Masco. As Chief Design and Research and Development Officer for Newell Rubbermaid, he is addressing the company's recognition of the importance of design and innovation in attracting customers, which is spurring the move to bring the company's designers together in one place.

 

The Atlanta-based company will be in a 40,000-square-foot building that is expected to open in early 2014 with up to 100 employees. It will be built on the west edge of the Business, Technology and Research Park near the WMU soccer fields and the University's historic Gibbs House. It will be built by Southwest Michigan First to Newell Rubbermaid's specifications and leased to them.

 

"Newell Rubbermaid has customers around the world and has told us they want this facility to be a showcase," and they have already set that process in motion by contacting architects with an established track record in the BTR park, says Bob Miller.

 

Newell Rubbermaid spokesperson David Doolittle says a number of considerations went into the decision to locate at the BTR park, one of them being the design expertise in the region seen at companies like Whirlpool, Herman Miller and Steelcase. 

 

Kalamazoo is seen as a tight-knit community and a place that employees will want to live, Doolittle says. And its proximity to bigger cities like Chicago also makes it attractive. 

 

Another factor, he says, was the support Newell Rubbermaid got for its decision to locate in Kalamazoo from the governor, the Michigan Economic Development Corp., Southwest Michigan First, the City of Kalamazoo and WMU. 

"Great design and creativity is the difference between a standard product and one that is beautiful in every way--and drives consumer preference," says Chuck Jones, Newell Rubbermaid's Chief Design and Research & Development Officer. "Our new Design Center will be a best-in-class facility that enables us to attract the best international design talent to work on a wonderful portfolio of leading brands. Our brand studios and immersion labs will foster growth ideas as designers collaborate with marketing and R&D on great innovation."

 

The Newell Rubbermaid announcement marks a milestone for the university.

 

"We're extraordinarily excited about both Newell Rubbermaid's decision to locate here and its interest in working with our business, engineering and fine arts colleges," says Miller. "This development, along with the upcoming construction of a new corporate headquarters for the design firm mophie, means our Business Technology and Research Park is now full."

This story was updated April 3, 2013.