Est. 1937
Celebrating our Customers for over 80 years!


Previously operating under the name John L. Alexander, Inc., Nielsen Tool Co has evolved into a multi-generation, American manufacturing company. At Nielsen, we are in our third-generation as a Veteran Owned, American Made, family business. Our first-generation owner—Eric Bentlage—was a skilled machinist who planted his roots in American automotive manufacturing in Detroit, Michigan. His entrepreneurial spirit and technical manufacturing aptitude established the foundation for which Nielsen stands firmly on today. Together with his son Roger, they proudly built named Wyndham Industries, Inc.—a state-of-the-art manufacturing business with cutting-edge technology in Detroit. Together, they served the bustling automotive, aerospace and military markets. It was here where Nielsen merged operations and aligned with their technologically advanced sister company. From that point forward, Eric and his son Roger operated John L. Alexander, Inc. from the northern suburbs of Detroit.


Roger was a skilled machinist and took part in manufacturing the Nielsen Transfer Screws—the company’s flagship product. He also proudly served as a U.S. Navy Officer and pilot for over 32 years. Upon retiring from industry, Roger’s two sons, Eric and Brad, have both led the company over the last 20 years. With a degree in business and serving 10 years as an active duty U.S. Air Force Officer and navigator, Brad now exclusively owns and operates the Nielsen Marking Products company.


As we hold closely to our roots, we turn to the future with optimism. American manufacturing is one of the strongest threads in the fabric of our country. Quality is not simply just a pride in tool-making, it’s a symbol of dedication to improvement, perfection and success. The history of our Great country and the contributions American manufacturing has offered is why American manufacturing is associated with strength, power, and might. For these reasons, we continue to produce our products in Detroit because it is the heart of American manufacturing. It is this proud heritage that motivates and drives us to improve each day and produce the highest quality American products for our global customers. As we move forward in a more technologically advanced generation, we look to expand our mission and product offerings to be more diverse and agile for the customers we serve.


To contribute
to superior craftsmanship
by application
of best manufacturing processes
and engineering practices in the
research, design, manufacture and sale
of premium marking products that
improve workmanship,
drive efficiency,
and enhance quality.

Shop our growing online catalog for the right tool or set for your job. Our dedicated customer service and knowledgeable experts are here to help you find the right solution for your toughest projects -contact Nielsen for more information.