Watkins, J. R., Medical Company Complex

About this property

Watkins Incorporated is a manufacturer of health remedies, baking products, and other household items. Founded in 1868, Watkins Incorporated is based in Winona, Minnesota, United States, which utilizes an omni-channel marketing strategy which includes a national retail sales force that focuses on selling to the retail channel as well as an independent sales force of 25,000 people to distribute its products. 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. A year after J.R. Watkins began selling liniment, he introduced the trial-mark bottle. Molded into the glass bottle, about one-third of the way down, was a mark that showed how much of the product a customer could use and still get a refund. A label with the statement, “If not fully satisfied, your money cheerfully refunded,” also appeared on the bottle. The Watkins trial-mark is believed to be the first money-back guarantee in the United States. The company moved to Winona in 1885 and added several products to its lineup. Baking materials including pepper and vanilla extract were added in 1895 along with cinnamon, ginger, cloves, peppermint extract and lemon extract. Between 1889 and 1914, Watkins constructed six manufacturing buildings behind the Winona Administration Building. J.R. Watkins died in 1911. In 1914, a prominent ten-story building completed the look of the Administration Building. Maher's Administration Building included a70-foot high rotunda dome coated in 24-carat gold leaf, a blue Bedford stone façade, 224 stained glass skylights and three custom-made Tiffany stained glass windows. During World War II, Watkins devoted 90% of its production capacity to support the Allied war effort. To fill government contracts, Watkins produced dried eggs, powdered juice packets, vitamin tablets, hospital germicide, DDT and insecticide powder. In 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. He was 14 when his father bought the company, and had worked as a Watkins salesman for many years. Mark was an aspiring actor, appearing in minor roles in films such as Biloxi Blues and Goodfellas, but he realized his acting career wasn't advancing. Since taking over the company, he has controlled spending and introduced an enhanced compensation plan for sales associates. He also spearheaded an extensive brand study that led to the introduction of Watkins products onto store shelves.

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Property data from the National Register of Historic Places, National Park Service (public domain).

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