PRESS ROOM

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  • December 13, 2013
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Videos

Empire Level e2994 7-Inch High Definition Rafter Square / Speed Square

e100.24 24" Laser Level Review

e100 48" Laser Level Review

Empire on ESPN Game Day

Empire e70 Level Review

Empire Level featured in CSX Commercial

Empire Level - Featured in Iron Man 2

Empire Tape Truck Pull

Empire Level - How To Check Your Level Accuracy

Empire Level Strength Test

Empire Digital Levels

Martha Stewart Show Empire Torpedo Level

Empire Level Featured on Cool Tools TV Show

Empire Level Takes Legal Action Against Counterfeiters -

Eight Chinese Companies Served During National Hardware Show

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Las Vegas (May 8, 2014) - Empire Level is not messing around when it comes to eliminating counterfeiting of its iconic torpedo level. Today at the National Hardware Show in Las Vegas, Empire served a complaint and summons to eight Chinese companies participating in counterfeiting efforts against Empire. The ongoing counterfeiting led to the Mukwonago, WI-based level company taking legal action while the Chinese companies were on American soil.

The Empire legal counsel scoured the National Hardware Show floor for companies displaying the infringing product and took photos that will be used in legal proceedings. Empire is seeking an immediate temporary restraining order from a Las Vegas federal judge to end any displays of the counterfeit goods at the show and a seizure of the goods.

The eight companies being charged with counterfeiting are: Wuxi Just Int’l Trading Company, Jinhua Shunchi Tools Factory, Zhejiang YongKang Shiya Wanxin Tools Factory, Zhejiang Boda Measure Tools Co. Ltd., Shaoxing Sunway Tools & Hardware Import & Export Co. Ltd., Cixi Ocean Trade Co. Ltd., and Toolrich Corporation.

“Not only do these counterfeiters hurt our business and our brand,” said President of Empire Level Jenni Becker, “they are a threat to our economy and American jobs. We refuse to sit still and allow the distinctive features of our products to be knocked off. It’s damaging to our company and it’s not fair to the end customer who believes they’re getting a superior product when they’re not.”

Empire’s attorney Peter Jansson of Jansson Munger McKinley & Shape Ltd, conveyed that the efforts being made will likely lead to early judgments and a permanent exclusion order against the named defendants. All legal proceedings are expected to be complete within two months.

In an additional measure to keep counterfeit levels from entering the United States, Empire has been working with U.S. Customs, training customs agents about the infringement. The Customs facility has now been trained to seize any infringing goods that come into the country. With this added scrutiny in place, any foreign company that seeks to sell knockoffs of the Empire torpedo level will be proceeding at their own financial peril, as U.S. Customs will seize the goods. If the goods make it into the country, U.S. companies selling the products will face legal claims and lawsuits as necessary. In most cases, U.S. sellers have been quick to discontinue selling the counterfeit product and pay damages, and in some cases destroy the counterfeit goods.

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Empire Level President Jenni Becker Speaks On Home Talk Radio

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True Blue® Evolution: Empire Level Launches Second Generation of Iconic e70 Series Levels

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Mukwonago, WI (November 12, 2013) - Empire Level, the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States, is coming out strong this holiday season with the much anticipated release of its True Blue® e70 series second generation level.

The second generation e70 series (designated e2G™) incorporates thoughtful features such as removable eshock pro™ end caps, AccuEdge2™ frame, one-piece hand grips and an eLock™ center vial system with exclusive two-part Empire e-poxy.

The new features reflect intensive months of panel and field research conducted by Empire. “Empire studies the category because how pros use our tools on the jobsite is constantly changing and evolving,” says Jenni Becker, president of Empire Level. “One thing that makes our tools stand out is the amount of research we put behind them. Our tools are requested by pro builders the world over because we’ve listened to their requests and responded with innovations that match up with the features they’ve told us are important to them.”

In the new e70 line, removable eshock pro™ end caps were added when finish carpenters and installation professionals—who need to strike clean lines into corners—asked for removable end caps. The AccuEdge2™ frame also creates an improved edge for striking precise lines while an improved one-piece rubber ergonomic handgrip provides all-day comfort and prevents fatigue.

Finally, the patented eLock™ center vial system, with Empire’s specially formulated and proprietary two-part epoxy, offers significantly improved durability over any other level on the market today.

“This mechanically bonded center vial is a remarkable new design and unique to the e2G™ level,” notes Becker. “Levels get dropped at the work site everyday. This advancement in design greatly improves durability and maintains accuracy so you can pick up the level and keep right on working. What good is a level if it doesn’t stay accurate after it’s dropped?”

The e70 series e2G™ will be unveiled at the 2013 Specialty Tools and Fasteners Distributors Association annual convention in Las Vegas on November 11-13 as part of Empire’s “True Blue® Evolution” e2G™ full product line release. The official release date for the e70 series e2G™ will be December 1, 2013.

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True Blue® Evolution: Empire Level Launches Second Generation of Their Iconic True Blue® Levels

Mukwonago, WI (November 12, 2013) - Empire Level, the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States, is excited to unveil the redesign of several of their iconic tools. Empire’s “True Blue® Evolution” e2G™ full product line reveal will occur at the annual STAFDA (Specialty Tools & Fasteners Distributors Association) Convention and Trade Show, November 11-13 at Mandalay Bay in Las Vegas.

Among the second generation True Blue® tools being unveiled is the e70 series which includes features such as removable eshock pro™ end caps, AccuEdge2™ frame, one-piece hand grips and an eLock™ center vial system with exclusive two-part Empire e-poxy. Also being introduced is the magnetic version of the em71 e2G series, featuring powerful rare-earth magnets.

“Pros in the field told us they needed a level with serious holding power for work on metal studs, roofs, pipe, conduit, etc.,” says Jenni Becker, fifth-generation president of Empire Level. “The neodymium rare-earth magnets used by Empire offer the strongest, most secure hold on the market.”

In the new e70 and em71 lines, removable eshock pro™ end caps were added when finish carpenters and installation professionals—who need to strike clean lines into corners—asked for removable end caps. The AccuEdge2™ frame also creates an improved edge for striking precise lines while an improved one-piece rubber ergonomic handgrip provides all-day comfort and prevents fatigue. Finally, Empire’s two-part epoxy offers significantly improved durability.

The second-generation e70 e2G™ is available in 24", 32", 48", 72" and 96" lengths. The second-generation em71 e2G™ is available in 24", 48", 78" and 96” lengths.

In addition to the True Blue® Evolution—and exclusive to STAFDA channel dealers—Empire is also launching an updated version of their popular em81.10 10” torpedo level to include three rare-earth magnets and a variable dual-pitch reading vial.

“The dual vari-pitch vial upgrade really elevates the em81.10, making it the pro’s ‘pro tool,’” notes Becker. “It makes this level relevant for any builder installing HVAC, masonry, decking, sidewalks, plumbing lines, flagstone patios… essentially any job where pitch measurements are required to prevent water from pooling.”

Becker and Empire’s international and domestic sales force will be attending the 2013 Specialty Tools and Fasteners Distributors Association (STAFDA) annual trade show November 11-13 where they will reveal the new products. Attendees are invited to stop by Empire’s booth (#1133-1135) to examine the newly designed second generation of Empire’s True Blue® level line and ask questions of Becker and her staff.

The e70 and emu71 series e2G™ levels will be officially released in December followed by a January 2014 release for the redesigned em81.10 e2G™ 10” torpedo level.

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Empire Level Launches Redesign of Iconic em81.10 10” Torpedo Level

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Mukwonago, WI (November 12, 2013) - Empire Level, the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States, has updated its iconic em81.10 10” professional torpedo level to include three rare-earth magnets and a dual variable-pitch reading True Blue® vial. The product redesign comes after months of intensive panel and field research and will be released exclusively to the Specialty Tools and Fasteners Distributors Association (STAFDA) retail channel on January 1, 2014.

“The 1/8” and ¼” dual vari-pitch True Blue® vial upgrade really elevates the em81.10, making it the pro’s ‘pro tool,’” says Jenni Becker, president of Empire Level. “It makes this level a must-have for any builder installing HVAC, masonry, decking, sidewalks, plumbing lines, conduit, flagstone patios… essentially any job where pitch measurements are required to prevent water from pooling.”

Based on feedback from the field, Empire’s engineers also employed the use of three powerful neodymium rare-earth magnets to give the level the serious holding strength pros requested for jobsites. In addition, new Frameview™ cover plates showcase the structural integrity of Empire’s extruded aluminum frame while allowing for optimal vial readability.

“Our product innovations stem from months of field research and interviews with pros and DIYers alike. Empire knows levels but it’s the pros in the field who tell us how they’re using our products and what new features they’d like to see,” says Becker. “Empire is the number one producers of levels, but we don’t rest on our laurels. We’re constantly seeking feedback and looking for meaningful ways to innovate.”

The redesigned em81.10 will be available in January 2014 exclusively through Specialty Tools and Fasteners Distributors Association (STAFDA) channels. For a complete listing, visit http://www.stafda.org/pages/Member-Display.php.

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Empire Goes To STAFDA

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Mukwonago, WI (November 12, 2013)- Empire’s executive team and national and international sales teams will be unveiling the redesign of several of Empire’s iconic tools at the 37th annual Specialty Tools & Fasteners Distributors Association (STAFDA) Convention & Trade Show, November 11-13, at Mandalay Bay in Las Vegas. STAFDA boasts 2,500 members—distributors, manufacturers, rep agents, and affiliates (trade press)—from across the U.S., Canada, and internationally serving the light construction/industrial market.

Empire will reveal its "True Blue® Evolution" e2G full product line to attendees and sample tools will be provided to the media. All attendees are invited to stop by Empire’s booth (#1133-1135) to examine the second generation of newly designed levels and ask questions of key Empire executives.

Among the second generation True Blue tools being unveiled are the e70 and em71 series professional box levels which includes features such as removable eshock pro™ end caps, AccuEdge2 frames, one-piece ergonomic hand grips and an eLock center vial system with exclusive two-part Empire e-poxy. In addition to the e70 series levels, Empire will unveil the magnetic series em71 e2G series, featuring powerful neodymium rare-earth magnets.

In the new e70 line, removable eshock pro end caps were added when finish carpenters and installation professionals—who need to strike clean lines into corners—asked for removable end caps. The AccuEdge2 frame also creates an improved edge for striking precise lines while an improved one-piece rubber ergonomic handgrip provides all-day comfort and prevents fatigue.

The new features reflect intensive months of panel and field research conducted by Empire. "One thing that makes our tools stand out is the amount of research we put behind them," says Jenni Becker, president of Empire Level. "Our tools are requested by pro builders the world over because we’ve listened to their product suggestions and responded with innovations that match up with the features they've told us are important to them."

Empire has also updated—and will reveal at STAFDA—its iconic em81.10 10” professional torpedo level which boasts three powerful neodymium rare-earth magnets and a dual variable pitch reading True Blue® vial.

"The dual vari-pitch vial upgrade really elevates the em81.10, making it the pro's 'pro tool,'" notes Becker. "It makes this level a must for any builder installing HVAC, masonry, decking, sidewalks, plumbing lines, flagstone patios… essentially any job where pitch measurements are required to prevent water from pooling."

The e70 and em71 e2G levels will be officially released in December followed by a January 2014 release for the redesigned em81.10 torpedo level.

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Empire Level Reaches Out To Pro Builders With Launch of New
Contractor Connect Program

Empire Level Reaches Out To Pro Builders With Launch of New Contractor Connect Program

Mukwonago, WI (August 26, 2013) - Empire Level, the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States, is proud to announce the launch of their newest consumer outreach program, Contractor Connect.

In an effort to better understand the needs of Empire’s users, the company is sending Empire tools to industry professionals and asking the pro’s to put the tools through their paces—on the jobsite, at home or wherever there is need for them. Empire then asks program participants to visit Empire’s Facebook page and write a review, including pictures of the tools in use. There is no obligation to submit a positive review.

The program continues a long-standing tradition within the family-owned company to reach out to both pros and DIYers in an effort to produce the best tools on the market.

“We know levels but the people out on jobsites, using our products every day, are the true experts,” states Jenni Becker, president of Empire Level since 2003. “This program offers us a direct link to the very people who can tell us what we’re doing right and what needs improving.”

Contractor Connect participants keep all tools sent to them by Empire and will be entered into a drawing for additional prizes once they post a review on Empire’s Facebook page. The page boasts an audience of approximately 17,000 fans, meaning each Contractor Connect review will be widely read.

Professionals interested in participating in the Contractor Connect program should visit http://empirelevel.com/contractorconnect/index.php.

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Empire Level Fights Back Against Counterfeiters, and Wins

Company Encourages Retailers, Other Manufacturers to be Diligent in Protecting Intellectual Property Rights and Stop the Threat to American Jobs

MUKWONAGO, WI (July 29, 2013) – Empire Level is working aggressively to stop counterfeiting of its iconic torpedo level, aiming to block imported knock-offs at the U.S. border and pushing for removal of the counterfeit products from store shelves to ensure they do not end up in the hands of consumers. Companies found violating Empire Level’s intellectual property rights are being required to pull the look-alike products, make compensatory payments to Empire Level and, in some cases, destroy existing counterfeit stock.

Empire manufactures its iconic torpedo level at its headquarters in Mukwonago, Wisconsin, and has sold millions to construction professionals and Do-It-Yourselfers. The counterfeits originate in China. The family-owned company has issued dozens of cease-and-desist letters to Chinese suppliers, as well as U.S. distributors and retailers dealing in the counterfeits. In recent months, tens of thousands of the knock-off units have been taken off the market, with related advertisements stopped. Empire Level has launched more than 100 enforcement efforts – including more than one with major retailers – resulting in numerous quick settlements.

“Empire Level was built on innovation and hard work by many people, starting with my great-great-grandfather when he came to America for a better life, and I’m determined to protect the company from any threats to those American ideals,” said Jenni Becker, president of Empire Level. “This counterfeit activity is a direct threat to our economy and American jobs, including the jobs of our 200 employees.” Becker continued, “Our levels are made for maximum accuracy and extreme durability. It hurts our business and our brand when people purchase counterfeit products that don’t perform to our standards. We know some consumers have been deceived by ads for these junk counterfeits and it absolutely needs to stop.”

Counterfeiting is a huge issue for the American economy, as evidenced by the seizure of $1.26 billion in counterfeit goods at U.S. borders in 2012 alone. According to the U.S. Department of Customs and Border Protection, China remains the world leader in production of counterfeit merchandise, with 72% of all fake goods originating from that country. The Organization for Economic Cooperation and Development reports that criminal networks and organized crime negatively affect nearly every product category, stealing market share and undermining innovation.

Empire Level is the inventor of the modern level, and the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States. Genuine Empire Level products are sturdy, precision-built tools. While the knock-offs superficially resemble the best-selling Empire torpedo level, their performance is sub-standard, with questionable accuracy and extremely limited durability.

Becker advised, “If it’s coming from China, it’s not our torpedo level. That’s the first thing retailers need to know. Plus, retailers should always follow best practices of supply chain management and check out track records of suppliers that offer products at suspiciously low prices.” Empire Level has strong relationships with its distributors and retailers in the 50 countries where its products are sold.

“We strongly encourage all retailers, as well as our fellow manufacturers, to do what we’re doing and fight back to discourage unscrupulous suppliers and sellers – both foreign and domestic,” advised Becker. “We especially want our story to serve as an example for other proud manufacturers of Made in U.S.A. products. Imported counterfeits are a problem, but we’re not defenseless. We can fight back intelligently and win.” Consumer Reports suggests that American consumers also can do their part to spot and avoid phony products by avoiding suspiciously cheap products, doing an online search before they buy to find out if the company or the product may be linked to counterfeiting, and checking out all retailers – both online and traditional – with the Better Business Bureau.

Consumers can easily spot counterfeits of Empire Level’s iconic torpedo level by checking for Chinese origin. Another simple identifier is screws, visible on one side of most counterfeit units but not seen in the genuine Empire Level product. Also, when even lightly twisted by hand, most counterfeit units immediately squeak, crack or bend as they give way due to substandard construction; the genuine Empire Level product is comparatively sturdy.

Empire Level is a well-known innovator in the tool industry with a rich legacy of inventions throughout the years, currently holding more than 30 active patents. Becker, who took the helm in 2003, is the company’s fifth generation leader and first female president. Twenty of the company’s current patents have been granted during Becker’s tenure.

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Empire Makes Moves At STAFDA

MUKWONAGO, WI November 20, 2012

The Empire team recently took STAFDA 2012 by storm – unveiling a new trade show booth and offering the public a chance to examine the new 341.6 Magnetic Billet Torpedo level. Empire representative spent several days talking to consumers, retailers, the media and fellow STAFDA exhibitors about the exciting product pipeline that is shaping up for 2013.

Empire’s new “Made in USA” focus was well-received, particularly in light of the fact that Empire’s home base will have added 45 new employees by the first quarter of 2013. We are happy to share with you some photos from STAFDA and look forward to reporting to you on additional developments in the coming months.

View The Photo Gallery on Facebook

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Empire Product Line Enhanced With the Launch of Magnetic Billet Torpedo Levels

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MUKWONAGO, WI November 4, 2012

Empire Level Mfg. Corp. has launched a new line of Magnetic Billet Torpedo levels constructed of anodized aluminum alloy for strength and durability, and they’re available in 5.5” and 8.5” sizes.

The attractive blue levels feature Made in USA vials that display angles of 0, 30, 45 and 60 degrees. Powerful neodymium magnets provide superior holding strength on metal objects so you can obtain measurements without holding the level, and No-Dog feature, which makes bending pipe and conduit more accurate and helps to eliminate “dog legs” in offsets and saddles. The new levels also feature a convenient V-Groove to make working with pipes and conduits a snap.

“Our new magnetic billet torpedo levels are designed to be the most accurate billets on the market, for contractors who demand the best for their projects,” said Jenni Becker, president of Empire Level. “The levels feature our Mono Vial system which sets the industry standard for accuracy and dependability.”

Empire Level products, including the new Magnetic Billet Torpedo Level, can be found at retail and online stores throughout the United States. MSRP for both the 8.5” Magnetic Billet Torpedo Level and the 5.5” Magnetic Billet Torpedo with No-Dog feature is $24.99.

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Empire Level Seeks Factory Staff to Meet Growing Demand

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MUKWONAGO, WI September 12, 2012

IEmpire Level Mfg. Corp. has been on a hiring spree to keep up with growing demand for its “Made in USA” levels and measuring tools, and the company is looking for more great Wisconsin talent to fill machine operator, product assembly and packaging jobs at its Mukwonago campus. People who take pride in producing high quality, innovative products are encouraged to apply.

“We’re running three shifts per day, seven days a week in our plastics division, and we need more talented staff to work in our plastics and machine shop operations,” said Mike Kinney, Human Resources Director for Empire Level. “We’re looking for long-term employees who will enjoy our family-owned company atmosphere, as well as individuals who are available for shorter-term assignments.”

The company has added 25 people to its workforce over the past several months and it is currently seeking at least 20 additional employees.

All of the jobs available require workers to stand for an entire shift, and some require upper body strength to lift up to 45 pounds. Wages range from $9.00 - $19.50 per hour for full-time positions and a generous benefits package is available after completion of a 90-day probation period. The company also offers paid holidays and monthly production bonuses as an incentive for its workforce. Temporary jobs range from 1 month assignments and up at $10 per hour, with a potential to convert to a full-time position.

Candidates can apply in person at 929 Empire Drive, Mukwonago or send a resume via email to hradmin@empirelevel.com. Selected candidates must pass a drug screen test.

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Redesigned Empire Level Facebook Page Leads to a Surge of New Fans

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MUKWONAGO, WI September 11, 2012

In an effort to foster greater communication with its consumers, Empire Level Manufacturing Corporation – a company with nearly a century of delivering quality – has redesigned and relaunched its Facebook page, adding interactive features that make product information even easier to obtain.

The page, which is now more user-friendly and includes information on the full Empire product line, can be found at https://www.facebook.com/EmpireLevel.

With the addition of information about Empire’s entire line of levels, squares, tapes and more – including a library of informational and how-to videos -- the page has already been embraced by Empire’s legions of fans. In the first three days of the relaunch, Empire’s Facebook presence grew from just under 200 to well over 1,000 – a five-fold increase in less than 72 hours.

“We have listened to our consumers, and have launched a newly reinvigorated Facebook page with features that they have demanded,” said Jenni Becker, President of Empire Level. “Next to delivering the most accurate and durable products on the market, the goal of Empire is to deliver the best possible customer service. This new Facebook page allows us to interact, in real time with our customers – a great advantage in a competitive marketplace.”

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Empire Level Offers Media Preview of New Products and Innovations

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MUKWONAGO, WI May 1, 2012

Empire Level Mfg. Corp. will provide interested media with a preview of its new Magnetic Billet Torpedo Levels at the National Hardware Show in Las Vegas, May 1 – 3, 2012. In addition, the Empire Level team will feature a novel use of QR codes -- etched directly on the company’s new 2994 Laser Etched Rafter Square, which will be available nationwide to consumers on June 1. The new 98” All Purpose Cutting Guide that is now available in retail stores also will be available for reporters and editors to review.

The new Magnetic Billet Torpedo Levels are constructed of anodized aluminum alloy for strength and durability, and they’re available in 5.5” and 8.5” sizes. The attractive blue levels feature Made in USA vials that display angles of 0, 30, 45 and 60 degrees. Powerful neodymium magnets provide superior holding strength on metal objects so you can work without holding the level, and a No-Dog feature, which deburrs pipe edges for safety. The new levels also feature a convenient V-Groove to make working with pipes and conduits a snap. MSRP for both the 5.5” and 8.5” Magnetic Billet Torpedo Levels is $24.99.

"The new magnetic billet torpedo levels are designed to be the most accurate billets on the market, for contractors who demand the best for their projects," said Jenni Becker, president of Empire Level. “The levels feature our Mono Vial system, found in all Empire level products, which sets the industry standard for accuracy and dependability."

The new Laser-Etched Rafter Square is much easier to read and more durable than traditional silver squares because of its highly visible laser-etched graduations that will last for years without fading. The new, patented laser-etching process that Empire Level brings to market with the 2994 Rafter Square also will be used on other new tools the company is currently developing.

"The new Laser Etched Rafter Square is the first tool of its kind to have a QR code printed directly on the product, enabling the user to scan it and access a 48-page user manual – featuring techniques, formulas and tables — whenever they need it on the job site," said Becker. "Like many companies, we have added QR codes to our packaging for various products, but this is the first one we know of printed directly on the tool itself to help people while they are using the product."

The 2994 is constructed of 6063 anodized aluminum so it will not rust, corrode, bend or crack. It features a thicker edge than other products available in the market, which creates a safer saw guide. Convenient, laser-etched conversion tables are also easy to read and access when you need them. The MSRP for the 2994 is $16.99.

The redesigned, e902 All-Purpose Cutting Guide features heavy-duty aluminum rails for durability and can be used with a circular saw, router, jig-saw, utility knife or sabre saw. The new cutting-guide features a new handle to aid in positioning work correctly, and a quick-to assemble connector to make it a snap to set up. The All-Purpose Cutting Guide can be extended to 98” to obtain accurate cuts over long distances. It includes two rails, a joiner plate with handle and two C-clamps, all for the MSRP of $29.97.

Reporters and editors interested in meeting with Empire Level representatives who are attending the National Hardware Show can contact Chris Zona at (336) 391-8852 or chrisz@salesfactory.com.

Empire Level products can be found at retail and online stores throughout the United States, including the new 2994 Laser-Etched Rafter Square and the e902 All-Purpose Cutting Guide. The new Magnetic Billet Torpedo Levels will both be available at retail stores in September 2012.

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Empire Level Promotes Longtime Sales Executive

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MUKWONAGO, WI May 2, 2012

Empire Level Manufacturing Corporation has promoted a longtime executive who has played a key role in the company’s ongoing sales growth. Paul Buscemi, who joined Empire in 1995, will be taking on the role of Vice President of Professional Sales, it was announced today by company President Jenni Becker.

Paul Buscemi came to Empire through the acquisition of Thor Enterprises, where he was employed as a sales manager working in the underground utilities market. In his first position with Empire as the Western Regional Sales Manager, Paul was responsible for managing and growing the STAFDA and Industrial customer base in the western US and Canada.

In 2003, Paul was promoted to National Sales Manager, where he was responsible for growing accounts such as ACE, Sears, Fastenal and Home Depot Canada. In his new role, Buscemi will focus on pro-based buying groups and national industrial customers.

Paul Lives in southern Wisconsin with his wife Karen, and daughters Hannah and Bella.

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Empire Level To Exhibit at International Hardware Fair Cologne

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MUKWONAGO, WI March 1, 2012

Company May Be Found in Hall 4.2, Stand E4

Empire Level Manufacturing Corporation will bring its growing product line to an international audience at the International Hardware Fair Cologne, March 4-7 in Cologne, Germany.

Top company executives – including VP of Professional Sales Steve Betzler and VP of Marketing Ged King – will be on hand to answer questions about its product offerings that appeal to both professionals and DIYers alike. The newest additions to the product line – including the 2994 Laser Rafter Square, 8.5-inch Billets, and the forthcoming e902 Level – will be spotlighted. Information regarding these specific products is attached.

Those desiring to obtain more information on the new products or to interview Mr. Betzler or Mr. King are encouraged to contact Chris Zona at +13363918852 or Jordan Bressler at +13366094002.

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Empire Level Introduces Full Line of New Power Tapes at STAFDA

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MUKWONAGO, WI November 16, 2011

Empire Level Mfg. Corp. introduced a full line of new Power Tapes at the annual Specialty Tools & Fasteners Distributors Association (STAFDA) convention and trade show in San Antonio this week, designed with key improvements that were requested by professional contractors in a company research study earlier this year.

The new Power Tapes build on Empire Level’s successful Power Grip and Power Tape brands that have been best-sellers for years, with new features to improve visibility, durability and productivity on the jobsite. All of the new tapes feature a non-glare nylon blade and large print scale to make them easier to read. They also feature 8 foot blade standouts and the blades are nylon coated for a smooth return and superior wear.

"Professional contractors who participated in our research said that they would love to have a power tape that offered a long blade standout and double-sided hook to make it easier for them to work alone, since their crews are a bit smaller these days," said Jenni Becker, president of Empire Level. "With our new Power Tapes, we’re giving them those features and much more, including better readability, durability and ergonomics." The 7500 Rubber Boot series of Power Tapes conforms to the hand for better control and features double-sided metal hooks with a reinforced metal bottom and four rivets for superior durability. The chrome 600 series Power Tapes are textured for a better grip.

Retailers will also like the new lock-on clam shell packaging with tri-lingual product information in English, Spanish and French. The 25 and 33 foot Power Tape lengths are prominently displayed on each product for easy product selection.

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Empire Level Launches New Laser-Etched Rafter Squares and Updated All-Purpose Cutting Guide at STAFDA

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MUKWONAGO, WI November 16, 2011

Empire Level Mfg. Corp. brought a new innovation in rafter squares to the annual Specialty Tools & Fasteners Distributors Association (STAFDA) convention and trade show in San Antonio this week with the introduction of its new 2994 Laser-Etched Rafter Square. The company also introduced its newly-redesigned 98” All-Purpose Cutting Guide to STAFDA attendees at the show.

The attractive 7” blue rafter square is much easier to read and more durable than traditional silver squares because of its highly visible laser-etched graduations that will last for years without fading. The new, patented laser-etching process that Empire Level brings to market with the 2994 Rafter Square also will be used on other new tools the company is currently developing.

“In today’s economy, no one has time to slow down and struggle to read the measurements on a tool, or to re-work mistakes,” said Jenni Becker, president of Empire Level. “When we showed the new Laser-Etched Rafter Square to contractors to get their opinions, they said it was a great innovation for the jobsite because it gives them much better visibility in dirty or dusty jobsite conditions, as well as bright sunlight. They trust Empire Level to give them the productivity features they need to make their jobs easier.”

The 2994 is constructed of 6063 anodized aluminum so it will not rust, corrode, bend or crack. It features a thicker edge than other products available in the market, which creates a safer saw guide. Convenient, laser-etched conversion tables are also easy to read and access when you need them. The MSRP for the 2994 is $16.99.

The redesigned e902 All-Purpose Cutting Guide features heavy-duty aluminum rails for durability and can be used with a circular saw, router, jig-saw, utility knife or sabre saw. The new cutting-guide features a new handle to aid in positioning work correctly, and a quick-to-assemble connector to make it a snap to set up. The All-Purpose Cutting Guide can be extended to 98” to obtain accurate cuts over long distances. It includes two rails, a joiner plate with handle and two C-clamps, all for the MSRP of $29.97.

Empire Level products can be found at retail and online stores throughout the United States, including the new 2994 Laser-Etched Rafter Square and the e902 All-Purpose Cutting Guide, which will both be available in early 2012.

About Empire Level (www.empirelevel.com) Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. More information about Empire and its products can be found at: www.empirelevel.com.

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Empire Level Introduces Etched Stainless Try Square and Billet Aluminum T-bevel

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MUKWONAGO, WI June 23, 2011

– Empire Level Manufacturing Corporation announced today the introduction of its model 122 Etched Stainless Try Square and model132 Anodized Aluminum Engineered T-bevel, extending the company's range of high-visibility heavy-duty True Blue® squares.

The ''new to market'' Try Square features a stainless steel etched blade that prevents rust and corrosion while improving the visibility of the graduations. The Try Square also features milled 90- and 45-degree faces on the heavy billet aluminum handle that allow the user to check both square and miter angles, which is particularly useful when setting up blades on saws and stationary tools.

''Improved visibility of the graduations is the most important feature to the Try Square user,'' said Ged King, Director of Marketing for Empire Level. ''Designed with both accuracy and durability in mind, we're confident that our new Try Square will soon become favorites among construction professionals and woodworkers who have told us they are seeking layout tools that easier to read in all lighting conditions.''

The 132 T-bevel features a unique knurled low-profile locking nut that allows for either left or right hand use, and has an adjustable 9'' steel blade. ''End users have often reported that they only have one hand free when trying to use a T-Bevel to transfer angles. With this low profile locking nut design, the user can tighten the blade with one hand - a big improvement over the other models on the market today,'' said King.

The new Empire Level 122 Try Square and 132 T-bevel are now available at hardware stores, retail outlets and online stores throughout the United States.

About Empire Level (www.empirelevel.com)
Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. Empire employs approximately 300 people at its facilities in Mukwonago, Wisconsin. More information about Empire's existing wood level products can be found at: http://www.empirelevel.com

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Empire Level Introduces New High Visibility Rafter Square

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MUKWONAGO, WI August 23, 2010

– Empire Level Mfg. Corp. brings the next generation of rafter squares to retailers nationwide with the introduction of its new e2992 Hi-Vis Rafter Square, which offers a variety of features for added visibility, safety, durability and convenience.

The attractive blue rafter square is much easier to read than traditional silver squares, even in dirty, jobsite conditions or bright sunlight. Its graduations are highly visible and they're deep-stamped to last for years without fading. The e2992 is constructed of anodized aluminum so it will not rust or corrode and it features a thicker edge than other products available in the market, which creates a safer saw guide. Convenient, stamped-in conversion tables are also easy to read and access when you need them.

''When we showed the e2992 Hi-Vis Rafter Square to more than 1,000 pros, they said it was exactly what they wanted on the job site because it gives them the visibility, durability and productivity features they've been asking for to make their jobs easier,'' said Ged King, Director of Marketing for Empire Level. ''In today's economy, no one has time to slow down and struggle to read the measurements on a tool, or to re-work mistakes.''

Empire Level products, including the new e2992 Hi-Vis Rafter Square, can be found at retail and online stores throughout the United States.

About Empire Level (www.empirelevel.com)
Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. Empire employs approximately 300 people at its facilities in Mukwonago, Wisconsin. More information about Empire's existing wood level products can be found at: http://www.empirelevel.com

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Empire Level Launches New 600 Series Box Level that is Ideal for Home Improvement and Decorating Projects

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MUKWONAGO, WI August 23, 2010

– Empire Level Mfg. Corp. has introduced a new 600 Series Box Level that is light weight, durable and easy to use for a variety of household projects.

A new 300 degree top-read vial makes it quick and easy to read, and a centered graduated rule on the bottom of the level makes measuring and centering a cinch, particularly on jobs like hanging artwork or photography arrangements on the wall, which need to be both level and spaced evenly apart. Its aluminum frame makes it both strong and lightweight, which is particularly helpful when you're working on a project that requires you to hold a level in one place for long periods of time.

The new level features a rigid, aluminum box frame and shock-absorbing end caps for added durability. The acrylic vials won't leak if you happen to drop it while working on a project, which is a particularly attractive feature for consumers working around the house.

''With all of the new features that we've added to the 600 Series Box Level for increased efficiency and durability, we're sure this new level will be really popular with Do-It-Yourselfers who are working on home decorating and other projects where the right level can make all the difference,'' said Jenni Becker, president of Empire Level Mfg. Corp. ''Environmentally-conscious consumers will also appreciate that the level is almost entirely recyclable.''

Empire Level products can be found at retail and online stores throughout the United States. The new 600 Series is available in both 24'' and 48'' sizes.

About Empire Level (www.empirelevel.com)
Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. Empire employs approximately 300 people at its facilities in Mukwonago, Wisconsin. More information about Empire's existing wood level products can be found at: http://www.empirelevel.com

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Empire Level Fact Sheet

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Founded:
1919

Owners:
Empire Level Mfg. Corp. is privately owned by the Ziemann family, as it has been throughout its history.

Products:
Empire Level is the leading designer and manufacturer of levels, squares, layout tools and caution tape in the United States with dominant market share in the retail, contractor and "Do-It-Yourself" markets

Patents:
As the inventor of the modern level, Henry Ziemann, the founder of Empire Level, started a revolution in the industry. In its first three years, Empire created the adjustable level with interchangeable and replaceable vials. They followed this first success with a series of innovations: the torpedo level, the mono vial, the magnetic level and the first extruded aluminum rafter square. The company also introduced top read levels, Monster vials, interlocking T-Squares and invented the snap-in vial. They currently hold more than thirty active patents, including True Blue® vials with guaranteed accuracy.

Employees:
Empire Level has 300 employees working at its corporate campus in Mukwonago, Wisconsin.

Executives:
Jenni Becker, President
Joe Kubacki, Chief Financial Officer
Steve Betzler, Vice President – Retail Sales
Paul Buscemi, Vice President - Industrial Sales
Dave Ripplinger, Vice President - Manufacturing & Engineering
Ged King, Director of Marketing

Countries:
Empire Level products are sold in 50 countries. Its largest markets are the United States, Canada, the United Kingdom, Australia and France.

Acquisitions:
1975 Merley Squares (squares)
1987 Peerless Level Company (wood levels)
1995 Thor Manufacturing Company (caution tape)
2000 Hempe Manufacturing (precision tools/miter boxes)
2000 Custom Plastics (advanced engineering)
2010 American Level (mahogany levels)

Private Label:
Craftsman, Mastercraft

Made In USA:
80% of Empire Level products are made in the United States.

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President's Bio

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Jenni Becker
President
Empire Level Mfg. Corp.

Jenni Becker Jenni Becker became president of Empire Level in 2003 as the fifth generation president of the family business in which she grew up, and its first female president. In her tenure as president, Becker has introduced the patented True Blue® Vial, an innovation that is more accurate and faster to read than standard vials. She has also introduced the patent-pending Quad Box chassis technology and the High Visibility (Hi-Vis) rafter and framing squares. In 2010, the company acquired American Level to expand its wood level product line under Becker's leadership.

The company was founded in 1919 by Henry Ziemann, a master carpenter who invented the modern level and started a revolution in the industry. The company has continued its rich legacy of innovation and invention throughout the years, currently holding more than 30 active patents, 20 of which were granted during Becker's tenure.

Prior to becoming president of Empire Level, Becker served as director of operations and vice president of marketing, which prepared her for taking the helm of the company that was built by her father and grandfathers. She also previously had a successful career in education where she was a fifth grade teacher and learned the importance of empowering people to reach their fullest potential, a philosophy she employs today at Empire.

Becker has a master's degree in business administration (MBA) from the University of Phoenix, as well as a master's degree and bachelor of arts degree in education from Beloit College. She serves on the board of directors of the American Hardware Manufacturers Association and also dedicates her time to personal fitness, teaching kickboxing and three fitness boot camps per week to Empire employees.

About Empire Level (www.empirelevel.com)
Empire Level is the home of TrueBlue® - the most accurate vials in the world. The blue fluid in Empire level vials is a unique symbol of superior accuracy and a trademark of Empire Level Mfg. Corp. For over 90 years, Empire has been the leading designer and innovator of accurate and durable measuring tools for the professional and end user. Empire employs approximately 300 people at its facilities in Mukwonago, Wisconsin. More information about Empire's existing wood level products can be found at: http://www.empirelevel.com

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Media Contact:
All media queries can be directed to:
media@empirelevel.com

Photos:
For high resolution photos of all products, click here.

Articles

  • SOUL OF A BUILDER SINCE 1919
    • 1919
    • 1922
      1922
      Adjustable level
      invented by Empire
    • 1935
      1935
      First torpedo level
    • 1956
      1956
      Empire introduces
      Extruded Aluminum levels
    • 1965
      1965
      Empire invents the
      Magnetic level
    • 1967
      1967
      Mono Vial
      revolutionizes
      the industry
    • 1978
      1978
      Empire develops
      Polycast® levels
    • 1994
      1994
      Titan Box level
      is introduced
    • 2004
      2004
      Empire introduces
      True Blue®
    • 2005
      2005
      e70 is
      introduced
    • 2006
      2006
      em71 is
      introduced
    • 2007
      2007
      e50 is
      introduced
    • 2009
      2009
      True Blue® e100
      is introduced
    • 2013
      2013
      True Blue® Second Generation e2G Introduced