SJE Rhombus Taps Local Powerhouse for Midwest Market Expansion

DETROIT LAKES, MN – December 11, 2025 – In a strategic move that underscores the enduring value of localized expertise in specialized industrial markets, SJE Rhombus, a leading manufacturer of water and wastewater control systems, has named Hart, Travers & Associates, Inc. (HTA) as its new manufacturers' representative. The partnership grants HTA responsibility for a key Midwestern corridor, including Northern Illinois and the vital industrial counties of Lake and Porter in Northwest Indiana.

While such announcements are common in the B2B sector, this collaboration is more than a simple territory assignment. It represents a calculated play by SJE Rhombus, a brand of the global SJE Inc., to deepen its market penetration by leveraging the sterling reputation and deep-rooted network of a 70-year-old regional institution. For industry observers, it’s a masterclass in how national brands can achieve granular growth and competitive advantage.

The Strategic Imperative of Local Expertise

In the complex world of municipal and industrial infrastructure, products aren't simply sold; they are specified, engineered, and integrated into mission-critical systems. This is a landscape where trust, technical acumen, and long-standing relationships outweigh mass-market advertising. SJE Rhombus's decision to partner with HTA is a clear acknowledgment of this reality.

HTA, founded in 1954 and headquartered in Lombard, Illinois, is not merely a sales agency. It is a full-service plumbing and water systems organization that has spent seven decades cultivating relationships with the very engineers, contractors, distributors, and developers that SJE Rhombus needs to reach. Their status as Plumbing & Mechanical's 2021 Manufacturers Rep of the Year is a testament to their standing in the industry. By aligning with HTA, SJE Rhombus gains immediate access to this invaluable network, effectively embedding its products into the regional ecosystem.

"Hart Travers' deep product expertise, long-standing presence in the plumbing market, and customer-first approach align perfectly with our products and standards for representation," noted Matt Murray, Vice President of Sales & Marketing for SJE, Inc.'s CLT Division. This statement highlights the core of the strategy: it's not just about outsourcing sales, but about entrusting the brand to a partner that mirrors its own commitment to quality and service. HTA's team is now positioned to amplify SJE Rhombus's sales, training, and support services across the territory.

A Calculated Move in a Competitive Field

The market for liquid level controls and pumping systems is robust and competitive, with established players like Franklin Electric, Little Giant, and Zoeller Pump Company all vying for market share. The partnership with HTA gives SJE Rhombus a significant strategic advantage in this crowded field. Interestingly, HTA has represented Zoeller since the agency's inception, a fact that speaks volumes about HTA's role as a trusted curator of high-quality, complementary product lines.

Rather than creating a conflict, this arrangement positions HTA as a comprehensive solutions provider. Their team, which includes an on-staff engineer, can guide clients to the most appropriate product for a given application, whether it's a Zoeller pump or an SJE Rhombus control panel. This allows SJE Rhombus to be specified in projects where its advanced control technology is the ideal fit, leveraging HTA’s credibility to get a seat at the table. For SJE Rhombus, this means its products are being recommended by a voice that contractors and engineers already trust.

This dynamic effectively transforms a potential competitor's representative into a powerful channel for SJE Rhombus. It’s a nuanced strategy that recognizes that in specialized trades, professionals rely on their reps to navigate a complex product landscape and build the best possible system, regardless of brand.

From Specification to Startup: Benefits on the Ground

Beyond the high-level strategy, the true impact of this partnership will be felt by the professionals on the ground. For plumbing contractors, specifying engineers, and facility managers in the Chicago metropolitan area and Northwest Indiana, the collaboration translates into tangible improvements in efficiency and support.

Hart, Travers & Associates is known for its hands-on approach, providing what it calls "invaluable assistance for projects as they move from specifications to startup." This means a local expert is now available to assist with SJE Rhombus product selection, provide on-site training, and coordinate startup procedures. This level of localized support is critical for minimizing project delays and ensuring systems are installed and configured correctly from day one.

Tiffany Moscicki, a Partner at HTA, emphasized this practical value. "Our team will leverage decades of application experience, strong channel relationships, and hands-on field support to help engineers, contractors, and distributors select the right solutions for SJE Rhombus and deliver reliable results," she stated.

Furthermore, HTA's commitment to education, including offering Continuing Education (CEU) courses for plumbers, provides a new platform for SJE Rhombus to deepen its engagement with end-users. By integrating SJE Rhombus's technical knowledge into their training programs, HTA ensures that the next generation of professionals is familiar and comfortable with its technology, building brand loyalty from the ground up.

The Enduring Power of the Manufacturers' Representative

In an era increasingly dominated by digital marketplaces and disintermediated supply chains, this partnership powerfully reaffirms the enduring value of the manufacturers' representative model in specialized B2B industries. A company like HTA thrives because it offers something that an online catalog cannot: deep, nuanced expertise and trust built over decades of reliable service.

For a global leader like SJE Rhombus, entrusting its brand to a regional firm is an acknowledgment that in markets where failure is not an option—such as municipal wastewater control—human relationships and proven technical knowledge are the ultimate currency. HTA is more than a sales channel; it is a strategic partner, a technical consultant, and a guardian of its clients' reputations.

By bringing HTA into its network, SJE Rhombus is not just expanding its geographic reach; it is investing in a proven model of customer engagement and market penetration. This move ensures that its innovative control solutions are not only available in Northern Illinois and Northwest Indiana but are also supported by a level of local expertise and service that builds lasting confidence and drives sustainable growth. The collaboration strengthens SJE Rhombus's entire support network while cementing HTA’s position as an indispensable link in the region's critical infrastructure supply chain.