WECORK turns 50 this year! As we celebrate this incredible milestone, we remember our founder, our journey to get here, and highlight why we’re excited for the next 50 years of cork!
Remembering WECORK Founder, Lalle Wicander
WECORK was founded in 1975 by Hjalmar “Lalle” Wicander, an entrepreneurial young Swede who cut his teeth in the family cork business, but was determined to build a successful cork company of his own.
Lalle Wicander was fourth generation in his family’s cork business. Following a post in Switzerland in the 60s and 70s to expand the company, he decided that it was time to venture off on his own and make it on his own steam. Lalle sold his shares of the Wicander family business and moved his young family to America in 1974. The next year, from his new home in New Hampshire, he formed a new cork flooring and underlayment company, later renamed "WECORK." (See the History of WECORK video.)
Lalle’s daughter, Ann Wicander, joined the company in the early 90s. Together they built a successful cork flooring and underlayment business spanning from coast to coast. When Lalle passed away in 2001, Ann took the helm and led the company effectively for another two decades!
WECORK Continues the Legacy & Tradition
The WECORK team is forever indebted to Lalle and Ann Wicander for building our solid foundation. Our President and Owner today is Tina Wicander Crossland. The daughter of Lalle and the sister of Ann, she carries on the legacy as the fifth generation of her family in the cork industry. Our New WECORK Owner & President Continues Legacy article highlights Mrs. Crossland’s purchase of WECORK in January of 2023.
With Tina Wicander Crossland carrying the torch, the family tradition continues. Under her leadership WECORK has seen continued success, with achievements including:
- Double digit year-over-year growth
- Hiring of new staff
- Opening of a new warehouse in Charlotte, NC
- Operational systems improvements
- Brand refresh and modernization
- New website and flooring visualizer launch
The Next Generation of WECORK
WECORK is all about family, and continuing the legacy as the company grows and evolves. In keeping with tradition, an exciting development is the recent hiring of Tina Wicander Crossland's son, Andrew Wicander Crossland. (And in case you’re trying to figure that out, Andrew’s middle name is Tina’s maiden name!) With his hiring, the family legacy now spans six generations in cork!
Prior to joining WECORK as a Regional Sales Manager, Mr. Crossland was instrumental in WECORK’s brand refresh, new website design, and other marketing developments. So although he is relatively new to WECORK as a staff member, he has been contributing to the company's success for some time now. WECORK is thrilled to now officially announce Andrew Wicander Crossland as the newest member of our growing team!
with son, Andrew Wicander Crossland
WECORK Grows into the Future
The ongoing growth WECORK is experiencing is inextricably tied to our increase in flooring dealers, who we can’t thank enough. Through their stores, their associates, and their online presence, they continue to bring cork flooring to their communities in all 50 states and beyond! We have more dealers than ever displaying our products in their showrooms, but we also have an ever-expanding digital footprint thanks to our Roomvo Partnership Program. This allows our dealers to add the Roomvo visualizer to their website for free, showcasing WECORK products to their customers directly on their site or in their kiosk. Scores of dealers are already utilizing this amazing tool with many more to come!
Work with a Cork Family You Can Trust
As you can see, WECORK is a family run business. We are proud to continue our legacy and tradition, representing the sixth generation in cork. And of course, we’re passionate about cork because it’s good for people and for the planet. We love showing our customers how cork flooring and underlayment benefits them in their homes and commercial spaces, thanks to cork being sustainable, healthy, acoustic, insulating and comfortable. Contact us today to discuss your next cork flooring solution!