Milwaukee Paper Towel Family Cleans Up With Nationwide Target Deal

A north-side Milwaukee family business just landed a cleanup-sized victory. Sellars Absorbent Materials, the company behind Bravo paper towels, has secured a nationwide rollout at Target stores across the country. Company leaders say the deal will crank up production and hiring at its Milwaukee plants as demand builds. It is also another sign that high-performance, recycled-fiber household goods made in Milwaukee are getting national attention.

Nationwide Shelf Space At Target

According to Milwaukee Business Journal, Bravo hit the shelves at roughly 1,475 Target locations in early May, a big jump in the brand’s retail footprint. Target lists the Bravo six-pack for sale online, confirming the brand’s presence on Target.com as well as in stores.

Local Production And New Jobs

Sellars, a family-run company headquartered on Milwaukee’s north side, manufactures Bravo and other wiping products at several city plants and distribution centers, according to Sellars. Company leaders say they plan to ramp up shifts and staffing at those sites to keep pace with orders tied to the new Target placement.

Hiring To Keep Up With Demand

Milwaukee Business Journal reports that Sellars is recruiting machine operators and maintenance staff to meet the increased demand from the Target rollout. Back in December, Spectrum News 1 noted that the company had already been hiring at multiple sites as it built out capacity, underscoring how production growth is translating into jobs at Milwaukee-area plants.

What Makes Bravo Different

The Bravo brand is pitched as an eco-friendly alternative. The product’s site says the towels are made with roughly 75% recycled fiber, compressed to deliver more sheets per roll, and engineered for wet strength and reusability, according to Bravo. An earlier company press release also touted higher recycled-content figures as part of Sellars’ sustainability pitch, per PR Newswire.

Local Economic Impact

Local reporting has tracked Sellars’ rise from a garage operation to a multi-site manufacturer. Milwaukee Magazine reported that the company has annual revenue above $100 million, more than 200 employees, and recent investments that expanded production capacity. The Target placement could speed up that trajectory, with the potential for steadier shifts and more manufacturing work on the city’s north side.

Company Response

“Due to our proprietary technology, we are the only manufacturer that's capable of producing high-performance paper towels made from recycled fibers,” Tom Sellars said in a company release, according to PR Newswire. Company spokespeople added that the goal is to scale the business sustainably while keeping manufacturing jobs in Milwaukee.

Where To Buy

Shoppers can find Bravo six-packs on Target.com and on shelves at Target stores, while single-roll formats show up at regional grocers. The brand’s “Where to Buy” listing includes Target, Sendik’s, and Woodman’s. For real-time availability, check Target or the brand’s Bravo page.