Mickey Leech, CEO, Schumacher Electric Corporation
In an interview with Invest:, Mickey Leech, CEO of Schumacher Electric Corporation, shared why the company based its headquarters in Dallas-Fort Worth, how it offers consumers more flexibility and access as the company grows globally and on e-commerce platforms, and what it is doing to promote sustainability within the industry.
What have been some major highlights over the past 12 months?
Reflecting on the past year, Schumacher Electric has reached some major milestones. The most significant has been our global expansion. We entered the market in India, expanded further into Europe, and are now working on plans to expand into Asia and the Middle East.
Focusing on Dallas and the North Texas region, what makes it an ideal location for Schumacher Electric?
We chose to base our headquarters in the Dallas-Fort Worth area because of the region’s rich talent pool and the diversity of skills available here. In our facility, we house corporate headquarters, marketing, customer service, engineering, HR, IT, and distribution. This allows us to access all the skill sets we need under one roof. Additionally, the people here have a strong work ethic and a great attitude, making it a great place to do business.
How is Schumacher positioning itself to stay competitive in the electric vehicle (EV) market, particularly with the increasing demand for home charging solutions?
The EV market has gone through significant changes recently. About 25 years ago, when a bubble burst in the .COM, many thought it would disappear, but clearly, that did not happen. We are seeing a similar trend now. While the hype around electric vehicles might have diminished, they are here to stay. EVs make sense for many consumers and commercial users, and that is why we are continuing to focus on home charging. Our goal is to provide consumers with more value for their money by offering safe and reliable products that allow them to charge their vehicles overnight at home.
To address the demand for smarter and more efficient charging solutions, are there any upcoming products you are excited about?
Yes, we are excited about our new product line. This fall, we are launching portable electric vehicle chargers. What we have found is that consumers are seeking more flexibility at a lower price point, without compromising value. While we have not necessarily developed faster charging technology, we have found ways to offer faster charging at a lower cost. This allows more consumers to access EV charging solutions without breaking the bank.
What is a 4-in-1 jump starter and what impact will it have on both regional and global markets?
We have capitalized on advancements in lithium technology to bring a 4-in-1 jump starter to the market. This product features wireless charging and proprietary technology, allowing it to serve multiple functions. It works as a phone charger, car jump starter, emergency flashlight, and portable power pack. We discussed this product last year when it was in development, and I am happy to report that it is now available in North America. It will also be launching in Europe at the beginning of 2025.
With the ongoing economic challenges and the upcoming election, have you had to make any strategic adjustments within your organization?
We have had to adapt for sure. While the economy is still strong, there is a lot of uncertainty and a significant disparity between those who are doing well and those who are struggling. Many of our customers in the automotive aftermarket segment are looking for more value for their money. In response, we have shifted our promotional and product development strategies to offer high-quality, safe products that provide value without unnecessary bells and whistles. Consumers are not as willing to pay extra for features they do not necessarily need, so we have worked with our retailers to lower prices while maintaining the quality our customers expect.
How are you fostering innovation and growth within your team, and what are you doing to create a work culture that encourages people to stay and develop their careers?
Internally, we are focusing on developing individual skill sets, particularly in the area of artificial intelligence. We have adopted several AI tools that assist various functions within the company. To drive this initiative, we have partnered with Microsoft and other AI providers to bring productivity improvements and ensure that all team members are learning how to use AI effectively. This not only keeps our operations running smoothly but also helps our employees stay current with the latest technology, ensuring that their careers can advance without falling behind.
What are some strategic partnerships, especially for safety and compliance, that have helped Schumacher advance?
We partner with a company called NFI. They are a 100-year-old U.S. logistics company, and they have brought their skill sets, processes, and technology to our distribution center. As a result, the employees in our distribution center are now using state-of-the-art tools, techniques, and safety processes. We have completely revamped our safety program. I do not recall the exact statistics, but we have nearly eliminated injuries caused by accidents in the distribution center.
As the company continues to grow, especially globally, how are you expanding into the e-commerce platform and other international markets?
In the United States, we continue to help our brick-and-mortar retailers become more successful with their e-commerce strategies. We also sell directly on the Amazon platform and other pure-play e-commerce retailers. Looking ahead, we want to build stronger relationships with our end users. Schumacher products will soon be available on www.schumacherelectric.com which will allow us to give consumers more options. Whether they prefer to visit a store to touch, feel, and get advice from in-store staff or make a purchase online, we aim to provide that flexibility. On our website, they can choose to either find the nearest store or make the purchase directly.
Internationally, our growth is centered around professional products. What we aim to do is help people who use our products commercially reduce the time they spend on tasks. We are developing tools that perform more automatic work, allowing professionals to complete tasks like battery maintenance more efficiently.
How are you addressing concerns around battery lifespan and sustainability, especially for traditional batteries?
Excluding lithium batteries, we have developed proprietary technology that conditions batteries differently. We work with large truck fleets, and when they implement our recommended program, they reduce the number of batteries they need for their trucks. Our technology allows them to recondition and extend the life of these batteries. By doing so, our customers are using fewer batteries overall.
There are additional benefits to this. Lead-acid batteries, for instance, have a high recycling rate, so while it is not ideal to produce new batteries, it is not as harmful because most of the material is recycled. Battery manufacturers do a good job with that. However, the technology to recycle lithium batteries is not yet ready for widespread use. Several companies are investing in this area, and when the technology becomes available, we will work with those capable of recycling lithium batteries.
What other environmentally friendly practices are you incorporating into your overall operations?
Our sustainability focus right now is on minimizing transportation. We are trying to reduce the number of trucks used to move products by relying more on rail and larger shipping containers. We are also working to streamline our global supply chain to reduce the global footprint and cut down on the movement of products and parts around the world.
What are your top priorities and goals for the next two to three years, and your outlook for Schumacher Electric?
Over the next few years, we will continue to seek growth opportunities. We have an internal culture we call “Velocity,” which emphasizes teamwork and staying focused on what is best for our end users. Developing that culture, alongside growth, will be our top priorities. As for the outlook, with the transformations happening around sustainability and electrification, we are only beginning to tap into the potential of this company.
