Watkins Incorporated
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J. R. Watkins Medical Company Complex
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The J. R. Watkins Medical Company Complex from the north
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| Location | 150 Liberty Street, Winona, Minnesota |
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| Coordinates | 44°2′58″N 91°37′41″W / 44.04944°N 91.62806°WCoordinates: 44°2′58″N 91°37′41″W / 44.04944°N 91.62806°W |
| Area | 2.5 acres (1.0 ha) |
| Built | 1900–1914 |
| Architect | George W. Maher |
| Architectural style | Prairie School (1911 Administration Building) |
| NRHP Reference # | 84003940 |
| Added to NRHP | December 4, 2004 |
Watkins Incorporated is a manufacturer of health remedies, baking products, and other household items. The entire catalog includes 400 products. It is based in Winona, Minnesota, United States, which utilizes an Omni channel marketing strategy which includes a national retail sales force which focuses on selling to the retail channel as well as an independent sales force of 25,000 people to distribute its products. This independent sales force sells the products using various methods, including the Internet, person to person, trade shows, party planning, and fund-raising. In order to increase overall awareness for the brand, the company began offering products in national retail outlets such as Walmart, Target, Walgreens, Kroger and other mass, drug and grocery retail stores in 2005.
The company was founded by J. R. Watkins in Plainview, Minnesota, who began selling liniment in 1868 door-to-door in the southeastern part of the state. The company moved to Winona in 1885 and added a number of products to its lineup. Baking materials including pepper and vanilla extract were added in 1895. J. R. Watkins died in 1911.
By the 1940s, Watkins was the largest direct-sales company in the world, but soon began to decline. The demographics and buying habits of the United States had major shifts in the following decades, and the company did not keep pace. Watkins filed for bankruptcy protection in the 1970s, and was purchased by Minneapolis investor Irwin L. Jacobs in 1978.
In 1996, Jacobs' son, Mark Evan Jacobs, began to take over day-to-day operations of the company. He was 14 at the time his father purchased the company, and had worked as a Watkins salesman for many years. The younger Jacobs was an aspiring actor, appearing in minor roles in films like Biloxi Blues and Goodfellas, but he realized that his acting career wasn't advancing. Since taking over the reins, he has controlled spending, introducing an enhanced compensation plan for sales associates, along with an extensive brand study that led to the introduction of products onto store shelves for the first time.
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