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    (Madison, WI) Gempler’s Inc., an ecommerce business with a wide range of products for landscaping and agriculture, announces the launch of their private label brand: Sugar River.

    “We are very excited to launch Sugar River,” said Carl Atwell, owner, and president. “The Sugar River brand will be commercial-grade products with the quality and durability our customers need and want but at an extremely affordable price. We’ve listened to our customers biggest challenges with their jobs and have developed products to meet those challenges.”

    The new label, Sugar River, is named after a southern Wisconsin river whose head waters are at the last North American glacier. The river meanders 90 miles through Wisconsin and into Illinois and is central to many communities it passes through as both a water source and recreational mainstay. 

    “The Sugar River is a perfect name to honor Gemplers home in Southern Wisconsin,” says Atwell. “The Sugar River, and rivers across the country, are so important to our customers who work the land. We thought the name was a perfect fit for our company and who we serve.” 

    Sugar River’s first product is a chore boot with three different boot heights. “We found our customers needed a reliable boot to keep their feet dry, gripped in slippery conditions, and of course be made to last,” said Matt Schultz, Director of Product and Merchandising. Eva from Kingfisher Farms got an early test run with the Sugar River chore boots and commented, “Besides being indestructible, the best thing about these boots is they fit snugly AND I can still slip them on and off easily. This is essential because I'm in and out of the house and field all day, every day.” 

    “We are already looking to add more clothing to the Sugar River line in 2021. Our vision for Sugar River is to offer dozens of products to help our customers solve their toughest work problems,” said Schultz. 

    Gemplers supplies 1,000’s of commercial-grade farm and home products to help with the toughest tasks, plus tools that solve your everyday problems. Gemplers is a fiercely independent, family-owned business based in Wisconsin and serving customers across the U.S.A. since 1939. Gemplers is dedicated to being the best place you’ve ever shopped, always treating you like a neighbor and not a number. 

    Questions, please contact Jenny Bradley at or Carl Atwell at

    Making Hard Work Easy .... Landscape Tools & Supplies    
    Since 1939, folks who work outdoors have been gearing up with Gempler’s. Having reliable commercial landscape equipment is a key component to giving lawns and landscapes a neat, professional appearance. Shop Gempler's today!

    Address:   PO Box 5175 Janesville, WI 53547
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    Phone:  800-382-8473   FAX: