Made in Minnesota: Hype vs. Reality

A Twin Cities Business feature explored the contrast between Minnesota’s booming industrial manufacturing sector and the challenges faced by soft goods makers trying to scale.

When longtime St. Paul brand J.W. Hulme decided to close its in-house factory, it turned to Softline Brand Partners to help transition production while maintaining quality and flexibility. The article highlights how Softline supports brands through both domestic and international manufacturing options—giving companies like J.W. Hulme, Red Wing Shoes, and Room & Board the ability to grow sustainably.

Adam Blitzer, owner of Softline Brand Partners, shared his perspective on reshoring and the reality behind the “Made in America” movement. “Talks about reshoring are engaging and exciting, but we have not seen a material amount of production brought back,” Blitzer said. “We’re able to meet the needs of our customers whether it’s a country-of-origin mandate, the ability to scale production, or the need to replenish fast-moving products quickly.”

Softline continues to bridge the gap between traditional craftsmanship and modern manufacturing efficiency—helping brands maintain quality while adapting to today’s global production landscape.

Read the full article at Twin Cities Business.