New WECORK Owner & President Continues Legacy | Blog

Posted on January 25, 2023

Tina Wicander Crossland - New WECORK Owner

These are exciting times at WECORK, and we have some fantastic news to share! This article introduces the new WECORK Owner & President, and provides the backstory of the continued family legacy, and offers a look into the future of the company.

New WECORK Owner Continues Family Tradition

WECORK is thrilled to announce today our new Owner & President, Mrs. Tina (Wicander) Crossland!

Previously the National Sales Manager for WECORK, Tina (pictured above) has worked alongside her sister, Ann Wicander, since 2020. Prior to joining WECORK, Mrs. Crossland excelled in her career of over two decades in the hospitality industry. There she represented brands such as Marriott and Hilton while achieving recognition for her leadership, sales and marketing success.

“My passion for cork, combined with my previous hospitality career, inspires me to lead the best cork company in North America.”

Tina (Wicander) Crossland

Mrs. Crossland shared, “My passion for cork, combined with my previous hospitality career, inspires me to lead the best cork company in North America. I want to thank my former colleagues and employers and especially my sister, Ann Wicander. Their help has prepared me to be ready for this new venture as President and Owner of WECORK. Ann successfully led WECORK for nearly 25 years. For those who know her, these are big shoes I am filling!”

The WECORK Back Story

The January 2nd, 2023 purchase of WECORK by Mrs. Crossland continues the five-generation legacy of the Wicander family. WECORK founder, Hjalmar “Lalle” Wicander, grew up in Sweden. There he entered his family’s cork business, which was started in 1868. While with the company, Lalle got married and started a family. In the 60s, he moved his young family to Switzerland to head the Swiss branch of the family business. Then in 1975 he made the pivotal decision to establish his own cork business, which he initially called “Wicander Enterprises.” Shortly after, he relocated his family from Switzerland to Exeter, New Hampshire, which became headquarters for his new company.

Lalle Wicander

Lalle Wicander

Ann Wicander

Ann Wicander

“When our father, ‘Lalle’ Wicander, started WECORK in 1975, he was the fourth generation in cork,” said Ann Wicander, former President of WECORK from 1998 – 2022. “I was fortunate enough to work with him for over a decade before he passed in 2001. I built on his legacy for nearly 25 years, and now I am excited to see my sister, Tina, carry the mantle of WECORK and our family tradition into the future.”

Looking to the Future of WECORK

Reflecting on the future of the company, Mrs. Crossland painted her optimistic picture for WECORK as she takes the helm: “2022 was a year of growth, and we project this to accelerate into 2023. In addition to developing new support staff, we’re also improving our technology, processes, and marketing. We are so excited to see our network of flooring dealers that display our products rapidly expand across the U.S., and we see ample dealer and distribution opportunities in other parts of North America as well. Steady interest continues to come from architects and designers, as well as DIYers that are learning about the amazing properties of cork. We have a lot of work to do, but the picture’s looking good!”

Visit our our About Us page to learn about the WECORK vision.