Cross & Oberlie – Seven Decades of Expertise

Original Author: Heather Graves

Company introduces a new high-quality HP Latex R2000 Plus Printer

Steven Bezella said Cross & Oberlie recently replaced its two HP Scitex FB700 Industrial Printers with a new HP Latex R2000 Plus Printer. Submitted Photo

NEENAH – Cross & Oberlie has specialized in corrugated signs, poly-coated signs, aluminum signs, and sign frames for more than 70 years. A niche that Owner and General Manager Steven Bezella said has served the company well. However, Bezella said the company didn’t start out focusing solely on signs.

“The company started as mainly a textile printer,” he said. “We were painting T-shirts and towels for the golf industry. We eventually started printing towels for the NFL and the NBA, and it seemed like a good niche at the time.”

However, as the market grew in popularity, Bezella said other companies throughout the country started to print towels as well – “and it drove prices down.”

“It was at that time that the company shifted to signage, and that is the niche we stuck with,” he said.

A look back on Cross & Oberlie

The company began in 1954 as Cross, Oberlie, and Christensen. They were the three original owners. Later, the name became Cross & Oberlie after Christensen either retired or passed away.

Steven Bezella said his father, Gary, bought the business more than 40 years ago. About a year later, Bezella was in college studying computer programming. After graduation, he worked at the company for one summer — and never left.

He started in the production area and moved up as the years passed. About four years ago, his father retired, and he took over the business.

One of the things he enjoyed most over the last 35-plus years was working side by side with his father each day. Since the business was already well known in the industry when Gary purchased it, they chose to keep the name and continue building on its success.

Today, Cross & Oberlie operates as a subsidiary of Aquecs, Inc.

Necessary evolution at Cross & Oberlie

Proud of the reputation Cross & Oberlie has established over the years – “easy to do business with” – Bezella said to live up to that and meet the ever-changing printing needs of customers, the company has needed to evolve.

Much of that evolution, he said, has come in the form of technology.

“We started out doing things with a camera and hand-printing everything,” he said.

Automotion, Bezella said, has become an intricate part of the business.

“(In the last several dozen years), we’ve moved from hand printing, to screen printing to digital printing,” he said.

Bezella said much of the company’s success can be credited to its dedication to enhancing its capabilities, which includes the introduction of new, high-quality printers.

Recently, he said, this has included the replacement of its two HP Scitex FB700 Industrial Printers with a new HP Latex R2000 Plus Printer.

“We had two older HP presses, but they were starting to show their age,” he said.

The purchase, Bezella said, was supported by the company seeing the benefits this printer provides from its first purchase of an R2000 in 2019.

“For Cross & Oberlie, adding the new printer was mainly about keeping up with technology and getting a better print quality,” he said.

The R2000, Steven Bezella said, increases production capabilities and decreases lead time. Submitted Photo

Investment in new technology

Unlike the old printers that used UV printing, Bezella said the R2000 utilizes water-based Latex ink, which allows for odorless prints that are environmentally sustainable.

Additionally, Bezella said the R2000 produces a vibrantly colored product on a myriad of different materials and can produce signs as small as 12-inch-by-8-inch and as large as 48-inch-by-98-inch.

“The R2000 provides the business with the ability to offer its customers both poly-coated and corrugated signs, as well as items like magnets, decals, and other promotional products,” he said. “The printer provides customers with clear images and vibrant colors on everything they need.”

Having the two R2000 printers at his disposal, Bezella said, not only provides options if one were to break down – “previously, if the R2000 broke down, my production was at a standstill” –  it also increases productivity.

“Bringing on the secondary printer definitely increases the productivity and decreases the lead time for customers,” he said.

The newer printers, Bezella said, also have more durable and eco-friendly ink sets.

Ebbs and flows

Owning and operating a company where about 50% of its business comes from political signage, Bezella said, “even years are definitely better than odd years.”

“We definitely get busy during election times,” he said. “I’d say it’s probably 50-50 between election and non-election business.”

In addition to political signage, Bezella said Cross & Oberlie offers a broad line of screen and digitally printed products, including signage, decals, and promotional items.

“This includes custom yard signs for real estate, business, construction, and events,” he said.

With all of its signage options, Bezella said customers have an option of

He said customers can choose corrugated plastic (coroplast) signs or plastic-coated cardboard signs. Corrugated plastic is durable, while plastic-coated cardboard is cost-effective. Both options withstand the elements.

Bezella said signs can be screen printed in one or multiple spot colors. They can also be digitally printed in full color.

Signs, he said, are available as one- or two-sided and come in a variety of sizes.

And, Bezella said Cross & Oberlie has a full selection of sign holders – including metal H-frames, U-frames, D-stakes, and metal posts – in stock and ready to ship.

Banners, car magnets, bookmarks, door hangers, yard sign bags, and other promotional items are also available.

‘We love the internet’

Cross & Oberlie, based in Northeast Wisconsin, serves customers nationwide through the internet.

“That’s what we love about the internet,” he said. “You can reach a broad market.”

The broadened customer base from the internet, Bezella said, pushed Cross & Oberlie to the next level.

“Your sales force is open 24/7,” he said. “Someone can order at night, and it’s ready when you arrive in the morning.”

Seeing the growth over the years, Bezella said, has been rewarding.

“Cross & Oberlie has remained a small, family-owned business producing high-quality products for more than 70 years,” he said.

Bezella said politicallawnsigns.com handles political-focused materials. He added that promotesigns.com processes custom yard signs for real estate, business, construction, and events.

Source: https://thebusinessnews.com/northeast/cross-oberlie-seven-decades-of-expertise/ – The Business News