Brett Bradshaw & Robert Michelson, Bradshaw Holdings

bradshawThe August 14 edition of HOMEWORLD BUSINESS® revealed the 12th annual “Players,” people to watch in housewares during the next 12 months.

Selected by HomeWorld Business editors, the Players represent a cross section of a diverse housewares business— from established to newly installed company leaders; from large to small operations, from big-box to specialty retailers; from trade show managers to celebrity endorsers.

The HomeWorld Players are in the spotlight not only for how they might impact their respective organizations in the coming months, but also for how they might impact the overall housewares business.

Brett Bradshaw, Bradshaw Holdings, Co-President

Robert Michelson, Bradshaw Holdings, Co-President

PLAYER’S CREDENTIALS: When Mike Rodrigue announced his retirement as CEO of Bradshaw Holdings, the company named Brett Bradshaw, president of Bradshaw International, and Robert Michelson, president of Butler Home Products, co-presidents of the parent corporation. The duo has been managing the day-to-day operations for the last 10 years with both overseeing the growth of the company, supported by their established experience in the housewares industry.

Brett Bradshaw has been with the company since 1994 and has served as president since 2010. Prior to his time as president, Bradshaw headed the company’s marketing, sales and sourcing departments, and is responsible for repositioning the company’s flagship Good Cook brand to target younger consumers. Under his guidance, the company recently expanded the brand further into the supermarket and gourmet channels with its Good Cook Gourmet line of higher priced kitchen tools and gadgets.

Michelson has been with the Butler Home Products division of Bradshaw Holdings for over 30 years and has led the company as its president since 1998. He is a holder of numerous patents in the category and introduced one of the first major licensed brands, Mr. Clean, to the cleaning tools category.

He has also been expanding Bradshaw into new channels with the Butler Home Products division. In 2015, Michelson initiated the purchase of personal care company oneCare. With that acquisition, Butler acquired the lint and pet roller business marketed under the Evercare brand, the stick goods business under the Clorox brand and the Target private label cleaning tools brand called Up and Up.

WHAT TO WATCH: From a day-to-day business management standpoint, Michelson will continue to head up the cleaning business, and Bradshaw will continue to lead the food prep segment.

“We’re working on positive ways to bring our two divisions closer together to benefit our customers and to inspire a new level of energy, innovation and creativity within the marketplace,” said Bradshaw.

Since becoming co-presidents of Bradshaw Holdings, Bradshaw and Michelson have brought a creative synergy to their new roles. Both come out of family businesses and share the same values and are focused on putting their employees and customers first.

PERSPECTIVE: “We see an opportunity to grow the organization’s core categories with our established brands like Bialetti, T-Fal, Clorox, Mr. Clean and Evercare, as well as an opportunity to elevate the company’s Good Cook brand so that it resonates with the consumer on a more emotional level. The industry can expect to see us focus on driving innovation, improving speed-to-market, and continuing the build out of new categories, such as hydration, food storage and gloves. We will also look to continue to acquire companies that enhance and complement our business model,” said Bradshaw.

2018 HomeWorld Business Players (click on name for profile):