Our Story
From 1946 to Today – Built to Last
In the spring of 1946, just after the world caught its breath from war, four determined craftsmen in Manitowoc, Wisconsin, pooled their skills and dreams to launch Crafts Inc. on May 6th. Starting small on Buffalo Street, they tackled everything: roofing, electrical, heating, and even retail appliance sales. Leonard “Spike” Kraft led the roofing crew, setting the tone for hands-on quality that still defines us.
By 1952, the business sharpened its focus—spinning off electrical and heating into independent ventures—while keeping roofing, insulation, and appliances at the core. A move to the Goodrich Docks followed in 1954, and soon we were installing floor tile, terrazzo, and even blowing insulation one day and roofing the next. Versatility was our strength.
In 1958, we put down permanent roots at our current Menasha Avenue location, starting with a modest block building that’s now part of a much larger complex. That same year we added architectural sheet metal and asbestos panel work. Then, in 1959, a pivotal moment: Robert “Bob” Weinert—Spike Kraft’s son-in-law—joined the team, bringing fresh energy. Bob had spent summers on our roofing crews; now he was family and future.
The 1960s brought bold moves: a Wausau office in 1964, Bob’s purchase of the company from Spike in 1967, and a strategic return to Manitowoc in 1968. Growth exploded. By 1976 we swelled to over 100 seasonal team members, far from the handful who started it all. Through Bob Weinert’s 33-year leadership, we pioneered: the third bulk asphalt system in the U.S., one of Wisconsin’s first in-house computers, our first crane, and strategic acquisitions.
The third generation arrived, sons Randy and Steve, while we navigated labor agreements, opened an Appleton office, and launched 24/7 emergency RoofWatch service. The 1990s and 2000s showcased innovation and care: earning the Wisconsin Governor’s “Business Friend of the Environment” award, installing cutting-edge computerized sheet metal equipment, winning national safety honors, and even spinning out & selling specialized subsidiaries.
Leadership transitioned in 2010, Steve Weinert took the helm as President ushering in advanced safety, quality, and productivity systems. We retired hot asphalt fleets in 2011 for safer, higher-performing cold-process roofing. Veteran-owned status became official in 2013 and we continued modernizing: doubling fabrication capabilities, acquiring Schaus Roofing’s department in 2020, and partnering with another roofing firm in 2021.
ESOP: Employee Ownership Transition
In 2016, Steve began researching the transition of Crafts Inc. to an employee-owned company. That process led to establishing an ESOP trust which paved the way for an easier future transition in 2021 when Steve took on the challenge to transition Crafts Inc. to the Employee Stock Ownership Plan. On December 31, 2021, Crafts Inc. became a 100% employee-owned company with many employees fully vested on day 1 due to the much-appreciated work by Steve in earlier years.
Crafts Inc. took on the newly found ownership mentality to persevere through a pandemic and material shortages not seen in decades. In that time, Crafts Inc. grew revenues and relationships under Steve’s tenure and in 2025 he transitioned to Chairman & Treasurer.
Today, Crafts Inc. with Chris Milmoe as President stands as a focused leader in commercial and industrial roofing—specializing in many roof systems, architectural metal, roof service, and roof maintenance. Our skilled team of 80 professionals serves clients across multiple states with the same pride that started on Buffalo Street.
From four owners in 1946 to 100% employee-owned today, we’ve grown not just in size, but in commitment: to quality, safety, integrity, and treating every roof like it protects our own families because now, it truly does.
We’ve weathered good times and tough ones. We’ve adapted, innovated, and stayed true to our roots. And after nearly 80 years, we’re more excited than ever about the roofs—and relationships—still to come.
