By 1936, Industrial Service Co. had started its pattern of growth through expansion and acquisition, with the opening of a branch route in Neenah, Wisconsin, in the east central part of the state. In 1939, George H. Leef moved to Milwaukee to manage the business. George liked the Milwaukee area, and his family soon moved to Milwaukee to establish a home.

Another laundry in the Milwaukee area - The Deluxe Laundry - was purchased in 1940. The two Industrial Service Co. plants began processing a tremendous volume of shop towels throughout World War II. Large customers included A.O.Smith, J.I.Case, Falk and Allen-Bradley Co.

Seventeen-year-old George L. Leef began his career with his father’s business in 1941. During the 40’s and 50’s, Industrial Service Co. continued its growth through the acquisition of local laundries. In 1961, Industrial Service Co. and Wisconsin Textile Company merged to form Industrial Towel & Uniform, Inc. The new company offered its customers shop towels, rental uniforms, dust control products, and “walk-off” floor mats.

To service a steadily increasing volume of product, two new plants were built. The first was added in 1969, in Neenah, WI, to service northern Wisconsin routes. Three years later, a second plant was built in New Berlin, WI, to consolidate the southern Wisconsin operations. Industrial Towel & Uniform expanded its sales territories into northern Illinois in the mid-70’s. Soon after, a distribution location was opened to localize the company’s presence and enhance the services in the Chicago area.

Today, the business is run under the guidance of the third generation of Leef family members, still maintaining the family-owned atmosphere of the original Leef Brothers Co. The integrity and involvement of the family has helped lead ITU to a position of leadership in the communities it operates in. Currently, ITU is the largest industrial laundry in Wisconsin, is respected by competitors and customers alike for sound business ethics, as well as the quality of ITU’s products and services.

ITU takes pride in maintaining a close connection to the marketplace as well as being accessible to our customers. ITU focuses on customer service and rapid response to them.