Data centers, semiconductor plants, electrification of airports and seaports and, of course, the explosion of e-mobility – our appetite for electricity is enormous, and it’s only set to grow at a rate of close to four percent annually through 2027, according to recent figures released by the International Energy Agency (IEA).

For 40-year industry veteran Rich Stinson, there’s never been a more exciting time to be in the electric industry.

“The world is electrifying,” enthuses Stinson, the President and CEO of Georgia-headquartered Southwire Company. “Southwire is changing to meet the needs of that electrification.”

He also couldn’t be happier to be celebrating his 10th year as President and CEO, the same year as the leading, privately owned wire and cable manufacturer celebrates its 75th anniversary.

Reshoring America

In the decade since he joined, Southwire has evolved from a commodity supplier to a US$8.4 billion product, solutions and service company. Four out of the past five years have been the best in Southwire’s history.

Stinson explains that the company is harnessing that growth to position itself ahead of the curve and differentiate itself in the market.

“Typically, the company would invest something like a hundred million dollars a year,” he says. “Today we’re investing half a billion.”

---

“Southwire, a major cable manufacturer, and NIEHOFF, a trusted supplier of wire processing machinery, maintain a robust cooperation. NIEHOFF provides Southwire with advanced technology and reliable machinery, improving production efficiency and product quality. This partnership supports Southwire in meeting its demand, driving innovation and maintaining leadership in the wire and cable industry.” – Bernd Lohmueller, Managing Director, Maschinenfabrik NIEHOFF

---

Advertisement

The total amount invested over the past five years is US$1.8 billion in areas such as equipment, modernization and digitalization.

At Southwire’s core is the residential and commercial construction market, which Stinson predicts will soon open up after an interest rate-induced slump.

“There’s a need for somewhere between four and five million homes,” he explains. “We have invested a lot in our capacity, just waiting for that market to open up.”

While keeping its eye on its core markets, Southwire is also making a foray into emerging markets, including data centers, where it has a number one market share providing comprehensive cabling solutions and e-mobility.

The company is also at the forefront of what Stinson calls the ‘reshoring of America’ or the companies bringing their manufacturing and supply chain operations back to America, particularly in the battery and semiconductor space.

A concerted effort

Opportunity may be abundant, but it doesn’t come without its challenges: first and foremost, the grid itself, something Stinson describes as “the first choke point.”

“Most of it was built between the 50s and the 70s, and it needs to be replenished,” he says.

The second constraint involves the amount of red tape and regulations.

“Only a quarter of the projects get on the books for permits, and only a quarter of them get approved,” he says. “Sometimes they take four years; sometimes they take 14.”

Add into that mix issues around supply chain and manufacturers being able to keep up with the need for electrical equipment.

As a private company, Southwire has been able to add capacity to keep ahead of this demand, but there are still bottlenecks, particularly around oil-filled transformers and low and medium voltage switchgear.

---

“Through Bekaert Corporation’s strategic partnerships with industry leaders like Southwire Company, we leverage our advanced steel core technology for the production of advanced high-performance conductors to enhance efficiency, reduce line losses and increase capacity. These innovations ensure cost savings and stable electrical supply. Together, this supports all North American consumers by providing sustainable and reliable energy solutions.” – Bryan Sullivan, Vice President – Steel Wire Solutions, North America, Bekaert Corporation

---

Advertisement

The fourth choke point is around labor.

“There is a big group of electricians approaching retirement age, and there simply aren’t the people to replace them,” he says.

Stinson knows that to address these areas requires a concerted, industry-wide effort and that’s the reason why, until very recently, he’s served as the Chairman of the Board of Governors of the National Electrical Manufacturers Association (NEMA).

One of his primary priorities has been the formulation of a coalition to electrify America, including members from NEMA and other associations, including the National Electrical Manufacturers Representatives Association, the National Electrical Contractors Association and the National Association of Electrical Distributors.

“Some of us believe that if nothing extraordinary is done that the supply of electricity could be outstripped by the demand,” he says.

“The coalition is working with each other to have a stronger voice in Washington DC, to take care of the supply chain and at the same time tackle workforce development.”

The North American leader

In a year where Southwire celebrates its 75th birthday, Stinson knows that the success of the last five years is proof that it’s “doing something right.”

“We’re the leader in North America in the wire and cable space by a lot, and we are number three in the world,” he says.

What gives this leading edge, he continues, is a focus on two P&Ls – profit and loss and people and lives.

“We have over 9,000 people in over 60 facilities. We recently conducted an employee NPS survey and 55 was our engagement score, which is exceptional, with a 93 percent participation rate,” he enthuses.

“We work really hard on being the place where everybody wants to work. We’re developing our people and moving them up the ranks. We’re driving competencies in R&D, digitalization and AI and that’s motivating people.”

Sustainability and giving back to communities is another great motivation for the team. Among its other accolades is recognition as one of the Greatest Place to Work for Mental Wellbeing 2024 by Newsweek, alongside 2024 and 2025 World’s Most Ethical Companies by Ethisphere, one of 136 companies around the world to achieve such an honor.

“Sustainability is a key part of our culture, and we extend sustainability to growing green, living well, giving back, doing right and building worth – as well as environmental considerations,” he explains.

---

---

Advertisement

Southwire has partnered with Copper Mark, a sustainability initiative and designation for businesses in the copper value chain and assurance framework that promotes the responsible production of copper. The sites that have achieved this certification are Bremen, Indiana, Lafayette, Indiana and Denton, Texas.

Other key partners in the Southwire ecosystem include steel wire transformation and coating technologies company Bekaert North America and wire drawing machines and drawing lines manufacturer NIEHOFF.

“We are a company that a lot of suppliers want to do business with, and some of our suppliers have been doing business with us for a long time.” he says.

“We are an ethical company; we have great processes and we pay a competitive price for a competitive product.

“Our expectations are high. But we make our suppliers better and better – and better.”

What also isn’t in doubt is just how committed Stinson is to electrifying America.

“If we don’t take actions to increase the amount of supply to match the demand, we’re going to have issues,” he cautions.

“It’s best for our country and our continent. It’s right for this generation, for our kids, for their kids and for the future generations. Lastly, it’s good for our industry and provides opportunity and jobs for everybody.”