When COVID-19 first hit the United States early last year, the first response of many businesses was to cut back. Redline Steel’s first response was to give back.
The company began a campaign to thank frontline workers in the medical field, first responders, and law enforcement across the country by designing and sending steel wall décor as a free gift from its online store. By the end of the initiative, “we donated nearly $5 million in product across the country, which helped jump-start our biggest year in revenue and company growth,” Colin Wayne said.
Redline Steel gifted more than $2 million worth of product—more than 300,000 items in all—to first responders and essential workers across the country. The 17 different products included new additions designed specifically for each profession.
Giving back, locally and nationally, has been synonymous for the company throughout its 5-year existence.
Early on, it donated $50,000 in products to the Huntsville Police Department and $25,000 to the American Red Cross. Redline Steel has also given back to Alabama farmers, veterans groups, schoolteachers, and truckers. In 2017, it donated thousands of dollars to the American Red Cross and other disaster-relief organizations to benefit victims of Hurricane Harvey.
Wayne has a particular soft spot for the Olivia Hope Foundation, which raises awareness for different kinds of cancers.
“Our partnership last year with the Olivia Hope Foundation was particularly special for myself and my family, given our niece Melody’s battle with cancer,” he said.
“It’s one thing to hear or read about the benefits and resources organizations such as the Olivia Hope Foundation provide, but physically seeing the impact and value that this amazing foundation had on my family was rather touching and helped guide our family through such an emotional journey.”
Wayne capped 2020 by joining actress Shenae Grimes-Beech to surprise shoppers at a Franklin, Tennessee, Pottery Barn and buying their holiday gifts. They paid for their blankets, mugs, pictures, Christmas-themed decor and other items—about $25,000 worth, according to People magazine.—Reid Creager