Sales & Marketing
Why Stellar Industrial Supply Doesn’t “Sell” — and Wins More Business Because of It
April 24, 2026
Facilities Maintenance (MRO)
Stellar Industrial Supply Restructures Commercial Team Around Customer Acquisition
The MRO and metalworking supplies distributor has created a new customer acquisition and business development structure as it looks to accelerate organic growth and sharpen focus across both new and existing customer relationships.
Tacoma, WA-based Stellar Industrial Supply announced May 20 a restructuring of its commercial organization designed to place greater emphasis on customer acquisition and business development efforts.
As part of the move, the company promoted Michael Skramstad — previously Vice President of Supply Chain Solutions — to the newly created role of Senior Vice President of Customer Acquisition and Business Development.
According to the company, the restructuring is intended to better align resources around organic growth initiatives while maintaining focus on existing account development and ongoing acquisition activity. Stellar said the new structure recognizes that sales management and new business development require different skill sets and operational priorities.
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Under the new organization, Inside Sales, Business Development and Strategic Account roles will transition from Stellar’s existing commercial team into the newly formed Customer Acquisition and Business Development group. Meanwhile, Colin Brown — Senior Vice President of Sales — will continue leading the company’s Regional Vice Presidents of Sales, Account Relationship Managers and Specialists focused on expanding existing customer relationships.
“There’s a lot of opportunity for us to grow faster organically,” President and CEO John Wiborg said in the announcement. “Stellar’s differentiated value is compelling for any potential customer that seeks to partner to improve financial performance. With this new structure, we can put better focus on driving value to existing partners and we can also focus on more rapid expansion into the markets we serve.”
Wiborg added that Skramstad is “a highly able, experienced leader in our industry” and said he has “the highest confidence in him to deliver on the promise of this structure.”
Brown also commented on the promotion, saying Skramstad’s “leadership, experience and commitment to the organization will continue to be a tremendous asset to our team and company.”
Stellar Industrial Supply operates 17 regional hubs across North America and distributes more than 90,000 MRO products from over 1,500 brands serving safety, metalworking, marine supply, aerospace and broader manufacturing markets.
The company also noted that its Documented Cost Savings (DCS) program — launched in 2010 — has generated more than $251 million in verified customer savings, including nearly $34 million saved in 2025 to date.
