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More Than What We DO – It’s Who We ARE


More Than What We DO – It’s Who We ARE

By Carl Surges, First published July 25, 2017

Locally invented. Locally made. Locally owned. Proudly American! That’s part of what Pier of d’Nort — its products, its ownership, and its employees — is all about. But it goes deeper than that. It starts with a feeling of pride and loyalty for a ‘best-of-the-best’ product, and a hope that such a product will contribute to the local economy through sales to like-minded, discerning lakefront owners. So, when Pier of d’Nort owner, Carl Surges, brought his company to northern WI where HE lives, he committed his business into the hands of a local sales staff and production crew from these very Northwoods. Some are full time, but most are seasonal or semi-retired people who work using other skills once the pier demand gets buried under snow.

Pier of d’Nort’s 19 employees love the Northwoods. When not working, they make up some of the area’s weekend fishermen, hunters, snowmobilers, skiers, kayakers and hooligans. They hail from Minocqua to Eagle River, Lake Tomahawk to Phelps. We ARE a quirky, diverse bunch, and when you see our ads, you can’t help but wonder what it would be like working at a place like Pier of d’Nort. Truth be told, it’s a lot of fun! And the fun, along with the pride we have making this unique, patented pier, goes off the scale! We’re proud to know that we help nourish our local economy with our sales and workforce.

Located on Hwy 70 East in St. Germain, our buildings often surprise those who step inside our doors. We don’t look or feel like an International Headquarters. We don’t employ the suave sales force you might expect to see selling such a finely engineered pier, eh? And with a product that sells itself, we don’t need a fancy-shmantzy showroom. Our landmark is unique too. It’s our own BFG – Big Friendly Giant – and “Pierre” greets all those entering and exiting St. Germain with his BIG grinning face! He’s a selfie-holic, and curious passersby line up for “Pierre group shots” nine months out of the year.

Pier of d’Nort is a finely tuned group of local people pumping piers out as fast as the orders come in, each made individually for the customer. Our materials are the best we can get, many from Wisconsin companies located in Schofield, Lake Mills, Eagle River, Osceola, and even Iron River, MI! Heck, even Pierre the Giant was made locally – like right in our own shop — by Carl and crew, so we truly consider him a part of our gang.

Stop on by to see our product, get a quote, or take a selfie with Pierre. We’re here Monday through Friday, 9 a.m. – 4 p.m. and other times by appointment. We’d love to meet you. You’ll leave thinking we’re the darndest thing you’ve seen all day.

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