The Story of Flexlume is Written in the Signs of America

Founders Roy Wiley, Wallace Wiley, and W.S. Hough used their proprietary white opal glass to create vibrant business signs with their “flexible illumination” method. The company was named Flexlume for this unique, artisan craftsmanship.

With success and experience, the founders moved their operation to Buffalo, NY. The hydroelectric power generated from Niagara Falls made Buffalo the first American city to have widespread electric lighting and signage.

The Wiley brothers became the largest sign manufacturers in the world, expanding to five national locations with 500 employees, including a 125,000 square foot plant. Top companies such as Standard Gasoline, US Tires, Chevrolet, and Coca-Cola all demanded Flexlume signs.

With the invention of neon lighting, Flexlume integrated this colorful new technology as a way of outlining its signs. Banks, drive-ins, clubs, and theaters were some of the earliest clients.

With the Great Depression hurting businesses nationwide, the bank took over Flexlume and its outstanding debts. The Wileys eventually left to start Wiley Brother’s Sheet Metal.

During World War II, The US government designated steel and other crucial materials for the war effort, forcing Flexlume to shut its doors. 

F. A. "Al" Rowell, the owner of White’s Electric Signs, bought Flexlume at auction. This gave him full access to the brand, patents, materials, and all historic documentation.

Under Rowell’s care, Flexlume moved to a new facility and returned to making world-class commercial signage. The company stayed within the Rowell family for more than 70 years, passing to son and grandson.

Al Rowell passed ownership to his son Paddy, who started working at Flexlume in 1948 at the age of 20. Over time, all three of Paddy’s sons worked at the business, with Paddy Jr. as president, Bruce as a glassblower, and Paul on the installation truck.

Former Flexlume worker Thomas Hanft and his son-in-law Curtis Martin purchased the company with a mission to “overhaul the century-old business without changing what it does best: create signage using impeccable craftsmanship with the unwavering goal of always doing the best work possible.” With modern machinery and management software, the company can complete projects quickly, efficiently, and accurately.

With new life and steady growth, Flexlume moved into a new 30,000 square foot facility, which gives the company much more space for its entire operation. Design, legal, production, and storage are all housed under one convenient roof.