1500 Hillcrest Road, Norcross, GA, USA 30093
www.labelsource.net

A chance partnership more than 30 years ago kickstarted what has become one of the industry’s fastest growing label converters. Chris Geeslin, then a sales rep at Southeastern Label, and his friend Michael Wrigley, working with his family business, Atlanta Label, decided to take a leap of faith together and branched out to establish their own business. With two guys, a landline, and an upfront investment of about $3,000, Label Source, Inc. was born in 1991.

The company came from humble beginnings, as Geeslin, his wife, Dee Ann, and Wrigley originated as brokers in Wrigley’s basement. Dee Ann handled the paperwork and administrative side of the business, while Geeslin and Wrigley focused on sales and operations, respectively.

After roughly a year in business, the Label Source team enjoyed their first growth milestone – moving into 500 square feet of office space. “We moved into that space and just kept going,” says Wrigley. “We kept moving into new offices, and each one of these little steps was a big deal for us. We would add 200 square feet and be like, ‘Wow.’”

Brokering only lasted so long, as Geeslin and Wrigley preferred a hands-on approach to production. “We were having a really hard time brokering screen-printed decals,” comments Wrigley. “We had a great flexo producer, but we were having a terrible time with screen-printed decals. We finally decided we’re either going to start making them ourselves or get out of the screen-printing business altogether.”

That’s when the Label Source team invested in its first press along with some used diecutting equipment. “This stuff looked like it came over on Noah’s Ark,” quipped Wrigley. “We hired one operator, and we were then in the screen-printing business.”

In the 31 years since Label Source opened its doors, the company’s journey has been marked by substantial growth. Geeslin and Wrigley have moved through a considerable amount of real estate since starting the company before settling into their current 22,000 square-foot headquarters in Norcross, GA, in 2013. The company has also brought flexo and digital printing capabilities under its roof, with a separate 32,000 square-foot facility housing a flexo-printing division.

“We moved in here and set up the facility, and we just kept growing,” says Wrigley. “We’d keep buying equipment and rearranging the plant. Then we started VMI programs for our customers, where we’re inventorying their labels, and that takes up a lot of space.”

The growth continued on the management side, as Christopher Geeslin, Jr. joined the team in 2014. In the nine years since Christopher has been with the company, Label Source has seen its roster grow from 30 employees to 150 company wide. There are 90 employees based in Label Source’s headquarters in Norcross, GA, with another 60 employees spread throughout the company’s other two Georgia locations.

The company’s most recent growth has come in the form of a significant acquisition. Label Source acquired a division of OMNI Systems located in Bogart, GA, on June 2, 2023. This division was a long-time part of ITW Labels, which was recently acquired by OMNI Systems as part of a larger transaction.

According to Wrigley, the new Bogart operation will serve as an integral part of Label Source’s strategic expansion plans. The addition gives Label Source three operating facilities, with the third currently located in Eatonton, GA.

“We’re really excited about this move, and it’s fueled our growth,” explains Wrigley. “Over the last four years, our growth has been 25%, 50%, and then we were planning on another 25% before the acquisition. But with the acquisition, our growth will nearly double. We think even after this year’s growth, we still anticipate we can keep growing our business at a pace of over 20%.”

The reaction from the employees in the Bogart facility has been overwhelmingly positive, as the acquisition will provide direction to a division that had largely been in flux for several years.

“The Bogart team seems excited about working with company leadership to establish a stable and concise business model that will propel the company forward for many years,” continues Wrigley.  “We’re coming in with a whole different philosophy to grow that business.”

Label Source has found success delivering solutions to a diverse range of durable markets. The company services a vast range of sectors, including recreation, lawn and garden, heavy equipment, aerospace, appliances, and more. The most recent endeavor into the medical industry adds another important vertical to its catalog of services.

“With the acquisition of the Bogart facility, we’re poised to become an even bigger player in the medical industry,” adds Christopher.

Driving efficiency

Label Source has emerged as the epitome of efficient manufacturing. As most converters strive to improve productivity while navigating workforce challenges, Label Source has put a plan into action. The company has immersed itself in Lean Manufacturing principles, which has played a major role in its growth trajectory.

“We have followed the Japanese Kaizen model for more than 10 years, working on how we can become more efficient,” states Wrigley. “Lean Manufacturing is a very big part of our operations. They helped us with our employees, keeping people in the right areas, and driving operational efficiencies.”

While touring the plant, Label Source’s team members can be seen stationed in specific areas to avoid wasting time and energy. “We’re in that mindset, and we’ve incorporated it into our workforce,” notes Wrigley. “It’s a very efficient way of doing business, and that’s the mindset we’re going to bring to Bogart.”

A failed plant audit more than a decade ago served as the impetus for operational efficiency.

“We had a wakeup call when we thought we were really efficient and quality conscious,” explains Wrigley. “We went through the plant audit in order to pick up an account, and they said we had failed. We didn’t have any documentation or backup systems. At that point we realized we had to get ISO certified. We’ve gone through that process every year since 2015, and all of our recertifications we’ve glazed through and had zero findings. That’s been a real big help to us.”

By bringing this efficiency model over to Bogart, Label Source anticipates quick growth. “To give you an idea of how efficient we are, we are doing 2.5 times the amount of work the Bogart facility is doing in half the space,” notes Wrigley. “I walk around and tell the team down there we’re about to turn them into a powerhouse because they’ve got all this room to grow.”

A wide range of equipment has slotted into the operational mold across the three facilities. Label Source boasts 10 Sakurai presses for its screen-printing business and relies on Mark Andy for its flexo capabilities. Rotoflex and Arpeco assist with finishing.

With the acquisition of the ITW plant in Bogart, Label Source has expanded its capabilities in digital printing. To further digital growth, the company just signed on for a new Xeikon digital press.

“We have digital printing capabilities over there with two Jetrions and an HP Indigo, and we just ordered a new Xeikon digital press,” states Wrigley. “The crew at Bogart has been looking at this press for over two years. We’re really excited about this Xeikon, and it will catapult us in the digital arena.”

“The technology with faster run rates and better quality made the Xeikon an attractive piece of equipment,” adds Christopher. “We felt going into newer equipment would be beneficial for us. Since we’re in that digital market even more now, we have to get up to speed. We looked at multiple digital press manufacturers, and in the end we decided to go with the Xeikon.”

The environment will play a role in Label Source’s efficiency, as well. The company utilizes a wide range of biodegradable materials and has turned to Phoseon and American Ultraviolet for curing and drying. The Eatonton facility is 100% LED based, and that transition will soon take place at the headquarters in Norcross.

Built on culture

Label Source has been founded on customer service and company culture. The company’s VMI program consists of millions of dollars’ worth of product, which allows faster delivery to the customer. With its current setup, Label Source can pick and ship products quickly to expedite orders to customers.

“We’ve always been focused on the customer, and it didn’t matter if it was a $200 account or a $200,000 account – they got the same attention,” explains Wrigley. “We work hard for everybody.

“If someone calls in an emergency and they need more labels tomorrow, a lot of times we can pull it off the shelf and send it to them,” he adds. “That has been a huge incentive for our customer base. They benefit wildly from that, and we carry a lot of inventory on hand, which is fine. It allows us to service the customer even better, and it’s really fueled our growth.”

Prior to the acquisition, ITW’s business model served as a boon for Label Source. “They came up with the business model where they wanted 20% of their accounts to represent 80% of their business,” says Wrigley. “So, they started shedding accounts that didn’t fit into their corporate mold. As fast as they were getting rid of accounts, we were scooping them up. They were more interested in working with the larger accounts and that was great for us. Since closing the acquisition, we’ve been working with them on their business philosophy and bringing them into our culture and how we do things.”

Dedication and a hands-on approach have not been lost on the workforce, either, which has contributed to such a strong
company culture.

“When we go to Bogart, I’m on the plant floor 70% of the day,” notes Wrigley. “And the employees there are acclimating well to this new hands-on approach. We’re on the floor and we’re working with them, and if they have a problem, we can take care of it for them.”

“I’ve seen Mike down there with pick tickets and helping box orders,” comments Christopher. “Our employees trust us, and we care for them. They know we’re with them every step of the way. No one from the screen washer all the way up to Mike and Chris as the owners are any different – everybody is viewed as the exact same. We care about everybody.”

That dedication was on display during the pandemic, as well. Label Source saw a surge in business during Covid-19, as more people spent time at home working in their lawns and gardens.

“Our OEMs said they were going to open up pretty quickly, and we said we would absolutely support them,” says Christopher. “We laid out our plans to our employees and gave them options if they didn’t feel comfortable working. Not one person left. Every single person stuck with us, and we’ve continued to grow through that. The culture here is something we’re extremely proud of. This is how we’ve grown, by our culture and customer service.”

The door is always open at Label Source, too. That has contributed to lengthy tenures among the workforce, with numerous employees boasting more than 20 years with the company. “Our leadership is based on we’re only as good as our employees,” explains Christopher. “We’re really here to get on the floor with them and show them we’re not just pointing fingers. We’re back there to help.”

“We have an open-door policy,” adds Wrigley. “If any one of our employees has an issue or problem, they can come right in, and we’ll help them. We’ll sit down and talk about it.”

Full steam ahead

Even though Geeslin and Wrigley anticipated a slowdown in their careers, they’re working harder than ever with ensuring a smooth transition with their new acquisition. Christopher has hit the ground running in his recent appointment as president, too. The second generation of this business is eager to usher the company into its next growth phase.

“He will take the reins and run with it eventually, and that’s why we brought him on board,” says Wrigley.

“We’re just focused on continual growth,” remarks Christopher. “That’s where we have to be, and it’s getting out there taking care of customers and quality. That’s our whole future. We’re not satisfied with what we’ve got. We want to be a bigger name in the field. We’re becoming a bigger name, and we want to continue to be a big name. I’ve got a lot of years left in me, and we don’t have any plans of slowing down.”

Christopher has always envisioned a role in the business, too. He worked his way up through the company, as he started in the shipping department nine years ago. Since then, he has worked in every role from inside and outside sales to manning a press.

“This was always the goal for me,” he explains. “My whole entire life has been about labels. I would come here as a young kid and ride around on the pallet jacks. Heck, half the employees down there raised me a bit. I worked here during summers, coming up from Macon, GA, driving up with my father.

“After I graduated from college, I approached those two and asked them to learn about what they do since it’s always been in my blood,” Christopher continues. “My first day on the job I got into the shipping department, and it’s been a lot of fun. Labels have been in my blood forever, and I didn’t want to do anything besides that.”

Future decision-making will be handled with growth in mind, whether that’s organically or approaching new investment opportunities.

“Acquisitions are something we’re absolutely interested in going forward,” explains Christopher. “If there’s something that fits into our realm, we’ll absolutely investigate it because we don’t have any plans of slowing down.”

All because of two buddies, a basement, and a land line.