FSI Branding, Email and Leadership Update

The Singer Equipment family of companies is going through a rebranding initiative to better communicate that we are integrated into one strong company. Singer is now the fifth largest foodservice equipment and supplies dealership in the United States, with over 600 employees in 11 offices. We have been part of Singer for two years and it has been a successful and positive process that has enabled strong growth in our business.

When we were acquired by Singer, we began a process of integration into the largest regional division, Singer Ashland. FSI now uses the Singer Ashland computer systems, warehousing, purchasing and offices to support our customer facing operations. Going forward, the FSI team will go to market as part of the Singer Ashland sales team that focuses on the hospitality market.

At the end of this year I will be retiring from daily active leadership of FSI and handing over the leadership of the company to Rod White, President of Singer Ashland. I know our customers and our team will be in good hands. Rod has been in our industry for over 30 years and built one of the premier dealerships in the region prior to his acquisition by Singer. He carries forward our values of responsiveness, expertise, and unfailing desire to perform for our clients.

When I sold FSI to Singer, it was to make sure that our team had a good home that would continue to invest in our business and our ability to serve our customers. I know that as part of Singer Ashland our business will only continue to grow and thrive. As one of the largest dealers in America, Singer brings great purchasing power, tremendous inventory and logistics capabilities, and the ability to provide additional services such as smallwares and disposables.

As part of our rebranding initiative, we will be updating our email addresses.

Our current email convention is “first initial + last name”@fsinc.us

Our new convention will be “first initial + last name”@singerequipment.com.

An example is below –

Old Email Address: krichards@fsinc.us

New Email Address: krichards@singerequipment.com

As you would expect, we will be keeping our old emails forwarding to our new addresses for the long term (well over a year). However, sometimes advanced spam filters and other cyber-security software can tie up emails that are forwarded from one .url to another. We encourage you to update our new email addresses in your contacts to prevent any problems with your email correspondence.

I am grateful for your ongoing business, your confidence in our team, and the wonderful personal relationships we have built over the years. Our entire team stands ready to serve you.

If you have any questions or would like additional information, please call or email me directly.


Kevin Richards

301-674-1481 Direct