Direct Supply
| Company type | Private |
|---|---|
| Industry | Healthcare equipment and services |
| Founded | 1985 |
| Founder | Bob Hillis |
| Headquarters | Milwaukee, Wisconsin , United States |
Area served | United States, China |
Key people | Bob Hillis (CEO and founder) |
Number of employees | 1300+ (2011) |
| Website | www |
Direct Supply is a privately held firm that focuses on providing equipment, eCommerce solutions, and services tailored to healthcare providers and the senior living sector. Established in 1985 and based in Milwaukee, Wisconsin, the company supports skilled nursing and assisted living facilities throughout the United States. By 2011, Direct Supply had grown to employ more than 1,300 individuals at its expansive Milwaukee headquarters and operates under an employee ownership model. The company broadened its reach internationally in 2007 by launching an office in China.
History
Founded in 1985 by Bob Hillis, Direct Supply initially operated as a direct-mail supplier offering housekeeping and maintenance products before shifting its attention to senior living markets. The release of its inaugural healthcare catalog in 1988 marked a commitment to improving the quality of life for seniors across America through specialized senior living offerings.
Lines of business
Direct Supply comprises several principal divisions:
Direct Supply Equipment & Furnishings serves as the core segment, delivering healthcare and clinical equipment, rehabilitation devices, foodservice and maintenance supplies, along with furniture. The division manages proprietary brands including Panacea, Attendant, Maxwell Thomas, and Direct Choice.
Direct Supply DSSI functions as an eProcurement platform that links more than 10,000 senior living communities to their supply networks, facilitating approximately $3 billion in product transactions annually.
Direct Supply TELS offers technology-enabled services encompassing life safety, asset tracking, maintenance, and repair solutions designed for building management professionals.
Direct Supply Aptura specializes exclusively in interior design, foodservice design, and FF&E procurement services dedicated to the senior living industry.
Technology focus
Operating as a "virtual" distributor, Direct Supply coordinates equipment delivery without owning warehouses or manufacturing facilities. CEO and founder Bob Hillis emphasizes reliance on "legions of smart people and computers" to drive operations.
In 2012, the company collaborated with the Milwaukee School of Engineering (MSOE) to establish a technology center within the German-English Academy building. This facility spans over , accommodating 60 engineers and technology interns focused on innovation.
The following year, Direct Supply became part of the MGrid consortium—a high-performance computing network that supports advanced research involving modeling, simulation, and visualization. The organization utilizes MGrid's capabilities to perform sophisticated analytics on extensive data sets.
Community outreach
Direct Supply actively contributes to numerous local and national nonprofit organizations. Locally, it provides sponsorships and volunteer support for senior living communities, SeniorFest at Milwaukee’s Summerfest, Al’s Run/Walk benefiting Children’s Hospital, Milwaukee’s Hunger Task Force, Garfield Avenue Festival, and YMCA Teen Summit. On a national level, the company engages in advocacy efforts aimed at influencing senior living policies in Washington, D.C.
Culture
The company embraces an employee-ownership philosophy by referring to its workforce as "partners." Almost all employees participate in ownership through Direct Supply stock held within their 401(k) plans, fostering alignment between staff interests and overall company success.