In an industry defined by strength, performance, and trust, Tricam Industries has spent more than four decades quietly perfecting the art of creating tools and equipment that professionals and homeowners rely on every day. From the first multi-position ladders that launched the now-iconic Gorilla brand to an expanding lineup of wheelbarrows, carts, and hand trucks, Tricam’s journey has been one of continuous evolution, built on relationships, innovation, and an unwavering commitment to quality.
As the company celebrates its 35th year under the Tricam name and moves toward a new era of expansion, President and CEO Jeff Skubic reflects on what has made Tricam a consistent industry leader and how its flagship Gorilla brand continues to set the standard for toughness and trust.
Tricam’s story begins with an entrepreneurial vision. “Our founder saw an opportunity to create a business of consequence over 40 years ago in the hardware and home improvement space,” Skubic explains. “It was really about marrying important relationships with retail customers and manufacturers.”
That foundation, built on collaboration and responsiveness, remains central to Tricam’s DNA today. Skubic himself joined the company in 2003 after several years with Target, where he first encountered Tricam as a supplier. The experience left a lasting impression.
“I appreciated their entrepreneurial spirit and the way they approached business with retailers in an easy-to-do-business, flexible, responsive manner,” he recalls. “I realized at that point in my career that being involved in a dynamic, fast-paced environment of a privately held business would probably be a pretty good fit for my personality.”
That move would mark the beginning of a new era for Tricam. What began as a company focused on sourcing products soon transformed into one known for designing, engineering, and innovating its own.
In the early years, Tricam’s business model reflected the needs of its retail partners, providing quality products at competitive price points. But as customer expectations grew more sophisticated, so too did Tricam’s ambitions. Over the years, the company has evolved from a primarily sourcing-focused business into one driven by product innovation and differentiation. That pivot redefined Tricam’s place in the market. Rather than competing primarily on cost with similar products, the company began focusing on the total product experience: how a ladder feels in the user’s hands, how a cart rolls across uneven terrain, or how long a wheelbarrow lasts after years of heavy use.
“[We look at] what matters to a wheelbarrow user versus what matters to a hand truck user or to a ladder user; we truly understand what’s going to improve the usability and performance for each of those consumers,” Skubic explains. “That’s what we focus on bringing to market.”
The result has been a stronger brand, a more loyal customer base, and an increasingly visible presence in the professional and consumer markets alike. “Our position in the marketplace has improved over time,” he says. “Our brand matters more than it ever has, and our products are better than they’ve ever been.”
Perhaps nothing exemplifies Tricam’s success more clearly than its Gorilla brand, now synonymous with durability and reliability. Originally launched in the ladder category, Gorilla began with a single concept: multi-position ladders that could shift between configurations to meet a variety of user needs. The brand quickly gained traction for its combination of strength, adjustability, and ease of use.
“The origination of Gorilla really started around ladders,” says Skubic. “It started specifically around multi-position ladders, a ladder that configures from a twin-sided step ladder to an extension ladder with adjustability in heights and positions. We saw the equity in that brand and the response to it and then expanded it into our garden cart program.”
As the brand’s popularity grew, so did its product range. The initial ladder line evolved into a comprehensive lineup of Gorilla carts, wheelbarrows, hand trucks, hose reels, and garden hoses all carrying the same emphasis on durability, performance, and thoughtful design.
Several years ago, Tricam unified these products under a single, cohesive identity. “We pivoted to being less specific about the category description and to have an overarching Gorilla presence,” Skubic explains. “Every product category that we expand to has the same foundation of innovation and differentiation, dependability, toughness, durability, and performance.”
Today, Gorilla has become more than a name; it’s a promise. Whether for professionals on job sites or homeowners tackling weekend projects, the brand stands for tools that last and perform under pressure. Behind every Gorilla product, and indeed, every Tricam creation, lies a philosophy grounded in three principles: strength, safety, and performance.
And in industries where equipment failure can lead to injury or worse, Tricam doesn’t take shortcuts. “Being aware of what the requirements are from a legal and certification standard is just the bare minimum,” Skubic says. “That isn’t the standard that we set for ourselves, that’s just table stakes.” Instead, Tricam holds itself to internal benchmarks that often exceed regulatory expectations. The company actively participates in shaping industry standards through its work with ANSI subcommittees, helping determine how safety guidelines are written and applied across categories.
“That’s something that is another differentiator for us,” Skubic adds. “We have a strong voice and an active role in determining what those standards are and how they’re brought to the marketplace.”
The company’s dedication to quality extends beyond materials and testing to its culture. From engineering to marketing, Tricam’s employees share a sense of ownership in the company’s mission. “We are a product-driven company, and we refer to that as innovation that matters,” says Skubic. “Everyone has their oars in the water going the same way.”
While Tricam’s headquarters remain just outside Minneapolis, Minnesota, the company’s reach extends far beyond. Its products are sold across the United States, Canada, Australia, New Zealand, and parts of Western Europe, supported by a network of partners and employees who oversee day-to-day operations.
Although Tricam’s reach extends across multiple countries, the company operates with a deliberately lean structure, concentrating its resources on design, engineering, and marketing rather than maintaining large teams in every market where its products are sold. This model allows Tricam to remain agile, avoiding the bureaucracy that often impedes larger corporations. It also helps the company channel its resources where they matter most: innovation, quality, and customer satisfaction.
Indeed, in a marketplace flooded with disposable goods, Tricam’s approach stands out for its longevity, and the company believes that quality is the most sustainable business strategy of all. Tricam prioritizes long-term value in every decision it makes, focusing on creating durable products built to stand the test of time, a philosophy that naturally supports sustainability by avoiding disposable, short-lived designs.
That philosophy is reinforced by a strong warranty program and a reputation for standing behind every item that bears the Tricam or Gorilla name. “For as long as we’ve been in business, we’ve had a reputation with our customers of standing behind our product,” says Skubic. “We’re really proud of the products we have in the marketplace, and we stand behind them.”
Trust, according to Skubic, is the glue that holds Tricam’s customer relationships together. Whether with major retailers, professional contractors, or DIY enthusiasts, the company’s success depends on consistency and credibility. “The level of trust we have with our customers is really important,” he says. “As we continue to grow and introduce new products and new categories, making sure that we’re leveraging the success we have with one product or one category into others is really important.”
That consistency across product categories has become one of Tricam’s greatest strengths. Customers who trust the Gorilla name for one product, such as a multi-position ladder, can expect the same reliability and performance from other items in the line, a unified brand approach that continues to set Tricam apart in the marketplace.
As Tricam looks to the future, the company’s focus remains firmly on innovation, not just in the products it creates, but in how it approaches growth. “We will continue to deliver on innovation in everything we do going forward,” says Skubic.
He hints at an even broader Gorilla lineup in the near future, suggesting the brand’s visibility will continue to grow. “Starting later in 2026 and certainly in the coming years, you will see a larger, more prominent Gorilla presence, not only within the product categories we have today, but new ones,” he notes. That expansion will target both consumer and professional markets, with a particular emphasis on pro-grade tools that deliver the same dependability Gorilla is known for. “You’ll continue to see us be more relevant in pro-driven categories and products going forward.”
For Skubic, one of the most satisfying aspects of leading Tricam is seeing new customers discover the quality behind the Gorilla name, especially those accustomed to legacy brands. “For customers that are conditioned to buying maybe a legacy brand of a product, I’d say it’s worth trying,” he encourages. “The adoption rate and the response we’ve seen from people that have made that move to a relatively new brand within the pro space has been significant and meaningful.”
That message, equal parts confidence and invitation, encapsulates the spirit of Tricam Industries today. After 35 years of building, refining, and innovating, the company stands stronger than ever, ready to meet the future with the same entrepreneurial energy that started it all.
At its heart, Tricam’s success lies in something timeless: the ability to understand what people need and to build products that genuinely make their lives easier. Whether it’s for a professional contractor climbing a ladder or a homeowner hauling mulch across the yard, every Gorilla product carries the same promise: to perform, to last, and to inspire confidence.
It’s that consistency, says Skubic, that defines the company’s legacy and its future. “We have a relentless focus on understanding the consumer and delivering product solutions that address their needs,” he reflects. “Our products are better than they’ve ever been, and I have no doubt that will continue.”
