A Focus-Driven Rebrand

After 75 years as a foodsevice equipment provider, Fellers needed a rebrand that reflected all that’s changed in three-quarters of a century.

Founded towards the end of World War II, the original Fellers Fixtures saw an opportunity in reselling used restaurant furniture and kitchen equipment. Over the decades, Fellers trusted reputation for offering high quality new and used equipment evolved into a full-service back-of-house kitchen planning, design, and outfitting company.

With the acquisition by SGC Foodservice, a midwestern regional foodservice distributor, Fellers continued focus on new equipment sales and professional kitchen design required a new brand that better reflects the Fellers that operators have come to know and trust.