The US Market Position
Tervis has been a company that has been steadily growing in the last 10 years. According to Patrick Redmond, who became the current CEO of Tervis Tumblers in 2012, found out ‘about the company’s hare-like growth, going from $24 million in 2006 sales, for example, to $75 million in 2010, up 213%. The firm surpassed $100 million in sales in 2011. It has 650 employees.’ (http://www.businessobserverfl.com/section/detail/tumble-up/). This shows that Tervis has been trending upwards and proves to be the leader in the tumbler industry. Tervis also shows that they are an established company in the US market by all of their licensing deals. “The recent growth explosion, separate from any branding or marketing programs, stems from two other key elements: new products and new licensing deals. On the former, for example, Tervis introduced a water bottle earlier this year. On licensing, meanwhile, the company has a diverse stable, from Disney to Harley-Davidson to the NFL and Major League Baseball.” (http://www.businessobserverfl.com/section/detail/tumble-up/). The licensing deals from big companies and professional sports organizations show that Tervis is trusted by these reputable companies and that they offer great products to the consumers. A managing shareholder and 3rd generation member in the family owned Tervis, Rogan Donelly, did an interview for a series called “Making it in America.” He explained why Tervis is such a stable company in the US market, “Consumers are actively seeking products that are manufactured in the U.S.A.; buying products made in America gives consumers a sense of pride in supporting the American economy. Consumers have fully supported this trend and have embraced Tervis as a highly desirable made in America brand. Our half a million Facebook fans are a true testament to that fact that we’ve “made it in America.” Tervis now has 28 company stores across the country, tervis.com, and the brand is sold in more than 8,000 retailer locations nationwide, including Bed Bath & Beyond, Macy’s and Dick’s Sporting Goods. Because of our quality, we are able to partner with the top brands like the NFL, MLB, Disney, Marvel, Warner Bros., Harley-Davidson and Hallmark, just to name a few. Due to increased popularity, we have made exponential increases in employment in the past few years. Four years ago we were less than 300. We now have more than 1000 employees on the Tervis payroll year-round.”
