GRANDVILLE, Mich. – To honor its rich history spanning more than 130 years, Belwith Products, the Michigan-based decorative and security product manufacturer,  is going back to its roots to lead an umbrella of hardware brands that now includes a familiar name: Keeler Brass.

“What began as a small family foundry, founded by brothers Miner, George, and Isaac Keeler in 1893, the Keeler Brass Company grew to become one of the largest private employers in Michigan. Along the way, the name “Keeler” became synonymous with high quality production, impeccable workmanship, and design innovation,” said John Veleris, chairman and CEO, Belwith Products. “By returning to our branding roots and the re-launch of the Keeler Brass hardware brand, we are being authentic to the values, vision and mission on which the Keeler brothers founded the company.”

The new umbrella of Belwith Products brands will include three defining brands:

Keeler Brass Company
Comprised of Belwith Keeler: designed with influence from the latest fashion, furniture, and interior design industries trends, and the new Keeler Brass: setting the standard in luxury hardware, designed to be both timeless and transformative for your home proudly and wholly designed in-house, constructed of solid brass and bronze products.

Hickory Hardware
Hickory Hardware reflects a vision be the most trusted name in functional and decorative hardware and best in class service to customers today, while providing continuous improvement in product offerings and service for tomorrow.

First Watch Security
First Watch Security has been designing, manufacturing, and delivering home security products since 1959. Today, First Watch Security is one of the most recognized brands in the market, producing products for home and commercial use.

As a new division of the Keeler Brass Company, Keeler Brass has been the grassroots of the Belwith Products LLC company. Today, Keeler Brass carries its proud tradition forward as a division of the Keeler Brass Company, specializing in sophisticated, luxury brass hardware.

Reviving this brand meant staying true to the artisanal approach of designing product in-house. Every piece is meticulously created with timeless elegance blended with modern innovation at company headquarters in Grandville, Michigan. To help navigate the Keeler Brass rebranding experience, Keeler Brass has refined the way they present luxury brass hardware by creating a more intuitive categorization of three distinct categories: Principle Collective, Premier, and Studio.

“Designing this product in a componentized construct, Keeler Brass will be assembling to order for the first time in 40 years, here in the U.S., bringing not only a new brand and new hardware styles to the market, but bringing back jobs to America,” said Jason Chau, president, Belwith Products. “Our new branding reflects this passion for merging tradition with imaginative thinking.”

Keeler Brass hardware stands out in the market due to its focus on personalization and innovative design features. The ability to customize products allows consumers to tailor hardware to their specific needs, which is often not available in traditional hardware offerings.

“We edit and transform every design with an eye for timelessness and polish,” said Knikki Kennedy Grantham, creative director, Belwith Products. “We seek to emphasize the craftsmanship and premium materials used in the Keeler Brass line to ensure longevity, durability and a luxury feel.”