Reel Success: Hannay Reels 
built on people, product, philosophy

How does a 71-year-old company with unshakable traditional values become one of the leading manufacturers of industrial hose reels for the international marketplace? Hannay Reels, a maker of commercial hose and cable reels since 1933, has used its unpretentious, small-town charm to consistently build and deliver more than 70,000 reels every year for customers all over the globe.

A visit to this sprawling 15-acre, 25-building industrial complex – complete with its own airport and history museum – immediately reveals a unique corner of the world. Located in the rural upstate village of Westerlo, N.Y., the company has grown quietly, but consistently, every year since Clifford B. Hannay built the first reel almost 70 years ago. In fact, despite the downturn in the overall U.S. economy, 2001 was a record year for this distinctive company.

Perhaps one reason for its good fortune is that this true-blue, made-in-the-U.S.A. organization practices a tradition of family commitment and customer loyalty. After almost 70 years, the company is still owned and operated by the Hannay family. 

Combined with unsurpassed quality of everything from the raw materials to the finished product, the virtues of hard work and accountability are the ingredients in Hannay’s recipe for success. Indeed, for this highly successful hose reel manufacturer, a thriving business is the result of a unique blend of people, products and philosophy.

A tradition that’s all in the family
Roger Hannay, company president since 1990, still holds tightly to the values instilled by his grandfather, founder Clifford. At the helm of a company steeped in homegrown tradition, Roger isn’t at all surprised that Hannay Reels has achieved an enduring corner on the market. 

According to Hannay, “There is a difference between owning stock and being a leader – we have fun, share in the commitment and are all loyal stakeholders in an active business.”

Bill Maurer, a retired distributor with Renick & Mahoney and later with Garsite LLC, fondly remembers dealing with the family more than 60 years ago. “As Hannay Reels grew, they still retained the personal and friendly touch.”

Roger Hannay is running the quintessential family business, with daughter Elaine Hannay-Williams in the role of vice president and human resource manager, and son Eric Hannay as vice president and operations manager.

No time for corporate formalities
According to Eric, “We have an informal and flat culture. There is really only one layer of management in the company. Every employee who works here understands that the door to the CEO's office is wide open at all times. We all know each other's names – something that might be difficult at the 200-plus employee level - but for us, is still manageable. I really sense that the employees love coming to work here.”  

The fact his father’s home phone number appears on his business card reinforces this wholesome blend of work and family.

“I would call it family-style management,” added daughter Elaine, who makes it a point to know the names of the spouses and children of all 150 employees. “Not in the obvious way, but more in the sense you get when going to a restaurant that serves family-style food. All of our best people essentially sit at the same table, pass around a dish, and all have contributions, ideas and take different aspects from each situation. No person or department is à la carte. We emphasize the effect we all have on each other, and more importantly, on our customers.”

One customer in particular, Tammy Long, parts manager for Garsite, LLC, attests to the virtues of single-tier management. 

“On one occasion, we had a problem with a vendor. Roger got on his plane and flew out to resolve the issue the very next day,” she said. “Hannay Reels is extremely dependable – for over 15 years, they have been providing knowledgeable and dependable service unlike that of any other vendor.”

Promoting professionalism
Hannay Reels promotes an open-door policy, which encourages each of its 150 employees to bring ideas and issues to management’s attention. This approach has created a company-wide environment of camaraderie and respect – which in turn influences interactions with Hannay’s clients, partners, dealers and vendors.

Direct channels of communication are encouraged so that problems can go from the customers' mouths to the president's ear within minutes. 

By emphasizing personal accountability and professional pride, the company has empowered its employees. The assembly area workers know to stop a reel from going to the next station if something doesn't look right. Because most were promoted from the shop where they had built reels for years, inside sales representatives are extremely knowledgeable of the products they champion.

An employer of choice for the whole community
Not only does the Hannay family work for the company, but a good portion of the Westerlo community is employed here as well. In fact, because the company is the largest employer in the area, it’s not uncommon for several generations within a Westerlo family to all work for Hannay Reels.

Built to last – delivered fast 
Notwithstanding the attractive corporate culture, the cornerstone of Hannay Reels’ lasting success is its quality products. Indeed, if hose reels were vehicles, reels from Hannay would be the luxury SUVs. The heavy-duty versions are built like tanks and feature dual bearing support, unlike the competition’s cantilevered design. 

Hannay reels also provide thick steel frames and discs, with greater serviceability. For example, Hannay’s motor springs can be replaced in five minutes instead of the hour it typically takes for competitors’ reels.

Thanks to modern production efficiencies supported by traditional craftsmanship, Hannay Reels has managed to master a unique mass-customization process. At an average of three reels per order, Hannay manufactures durable metal reels of all types (hose, cable, storage) and for all industries - from audio-visual to fire rescue. Each and every reel is built to order, with no off-the-shelf models.

A diversity of markets
Another reason why Hannay has been immune to the downturn in the economy is its broad market base. Hannay’s revenue is evenly distributed among the more than 28 markets the company serves. In fact, not one customer comprises more than three percent of the business.

Primary industrial markets in the Hannay portfolio include air hose reels for pneumatic tools and machinery; water hose reels used for washdown, power washing, potable water or in-plant fire protection; dual hose reels for oxygen/acetylene welding; and hydraulic hose reels for powering tools and machinery. The company also supplies to the OEM markets of fire, liquid petroleum/gas, aviation and petroleum.

Custom designed every time
For each market, the particular reel is custom-designed and out the door in three to four days. In an emergency situation, Hannay can get a reel made in fewer than 24 hours. In true Hannay fashion, if a customer needs a specialty reel, the company won’t hesitate to measure, cut and configure the reel by hand. 

Full circle – The Hannay way
Although the process may appear seamless, there are challenges and constant changes dictated by market demands. But thanks to the deep-rooted Hannay philosophy that says the customer comes first, new applications are developed very quickly.

Because listening is part and parcel of each employee’s job, customer orders are filled without any complications.

Hannay Reels is an American success story because it has successfully maintained traditional roots while extending its global reach. Indeed, at a time when many businesses are struggling, this family-run operation remains stronger and more positive than ever.

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