Flex-Line Automation: A Legacy of Innovation, Community, and Growth
From the moment we wake up to the time we go to bed, Flex-Line Automation’s products are quietly at work helping manufacturers, shaping the world around us in ways that often go unnoticed. Whether it’s the cereal in your breakfast bowl or the bearings in your car, manufacturers across industries work with Flex-Line Automation, Inc. to move their products throughout production and end of line processes. Flex-Line has perfected the art of connecting the dots in daily life. While the material handling solutions may remain unseen, they play a crucial role in ensuring that the products we rely on—from personal care products to machined parts and everything in between—are available when we want them. This article explores how Flex-Line’s often underappreciated innovations in material handling seamlessly fit into our everyday routines, enhancing efficiency, safety, and reliability in the processes we often take for granted.
Founded in late 1984, Flex-Line Automation, Inc. has transformed from a modest beginning into a thriving, third-generation family business based in Chester, Illinois. The company’s origins trace back to Orville Rinne, who saw an opportunity to introduce SKF Sweden’s new modular tabletop conveyor, FlexLink, to the U.S. market. With the backing of his wife Dorothy, son Rhett, and daughter-in-law Cathy, Flex-Line was born. Today, the company remains a family affair, with Cathy Rinne serving as president since 1999, and their daughter Lauren, along with her husband Eric Van De Mark, now actively involved in driving the business forward. Together, they continue to uphold the company’s core values of rural ingenuity and hard work.
Flex-Line’s success story is deeply rooted in humble beginnings. The company started in a farm shop, applying a strong rural work ethic and problem-solving mentality to the material handling industry. Even as Flex-Line expanded to three locations in the Chester area and gained customers across North America—and as far away as Israel—it has remained true to its origins. “We’ve kept that drive and dedication to service,” Cathy emphasizes, attributing the company’s success to these values. Customers appreciate the personalized service Flex-Line provides, which sets it apart from larger competitors.
The company culture at Flex-Line is as eclectic and laid-back as they come, with a healthy dose of farm life thrown into the mix. "We were doing flextime before it even had a name," Cathy quips. It’s not uncommon to find a dog or two wandering the office—or even a chicken. The atmosphere is family-friendly and full of surprises. “We’re not your traditional business model,” Cathy laughs. “We don’t have as many layers. Think less fancy wedding cake, more sheet cake baked by mom—it is the same no matter what part you eat. We all try to cross train to help out, and you don’t have to go through the bureaucracy.”
Flex-Line has never been content to rest on its laurels. Over the years, the company has expanded its product offerings beyond conveyors to include a diverse range of equipment. As the demand for automation and collaborative robots has surged, Flex-Line swiftly adapted, integrating robotic solutions into machine tending, case packing, and palletizing operations. Today, robotics accounts for a significant portion of the company’s business, highlighting Flex-Line's ability to evolve in the ever-changing automation industry.
One of the distinguishing characteristics of Flex-Line is its unwavering commitment to the local community. The company actively supports regional schools, businesses, and organizations, understanding the importance of giving back. Earlier this year, Flex-Line hosted an Automation Fair to showcase the latest products and innovations to local manufacturers. The company is also working with schools to establish robotics and programming clubs, aiming to inspire the next generation of problem-solvers. “We want to help keep our greatest resource—our kids—working here locally,” Cathy explains.
Operating in a rural area hasn’t always been smooth sailing for Flex-Line. In its early days, the company faced skepticism from larger vendors and customers due to its location. “We were in a pole shed in the middle of a cornfield,” Cathy recalls. However, over time, Flex-Line has proven its worth, overcoming biases against rural companies and earning respect within the industry. Ironically, the rural roots that once sparked skepticism have become a selling point. “Being country is now cool,” Cathy notes, proudly embracing the authenticity that comes with Flex-Line’s rural heritage.
At the forefront of industry trends, particularly concerning artificial intelligence, Flex-Line sees AI as a game-changer for small and mid-sized manufacturers, making automation more accessible than ever. “AI is going to revolutionize manufacturing by simplifying deployment,” Cathy states. Flex-Line is dedicated to exploring these emerging technologies to benefit its customers, ensuring they remain competitive in a rapidly changing landscape.
One of the company’s recent innovations is a patent-pending box erecting platform that works seamlessly with six-axis robots. This product has been well-received by facilities aiming to redeploy employees away from monotonous tasks while optimizing available space. For Flex-Line, solving customers’ problems with the right solutions is always the top priority.
Sustainability is another vital focus for Flex-Line, stemming from the Rinne family’s farming background. The company is committed to reusing materials whenever possible and minimizing waste. “We were farmers before we became business owners,” Cathy states. “Being good stewards of the land and conserving our natural resources has always been essential to us.” This commitment to sustainability is evident in practices such as repurposing inbound shipping materials and using pallet lumber for office renovations.
As Flex-Line looks toward the future, the company is poised for continued growth. Lauren (Rinne) Van De Mark has taken on a more prominent role in management, and with her leadership, Flex-Line recently earned their SBA certification as a Woman-Owned Small Business, opening new opportunities to support companies with diversity requirements. Additionally, the company plans to build a larger facility to consolidate its locations, enabling them to better serve their expanding customer base.
Flex-Line is determined to shape the future of Southern Illinois by reaching out to young people and encouraging them to pursue careers in automation and manufacturing. “There are lots of opportunities for high-tech, exciting, and good-paying jobs right here,” Cathy emphasizes, highlighting the potential for young people to thrive in their local communities without the need to migrate to urban areas.
Ultimately, Flex-Line’s vision extends beyond mere business success; it’s about creating a lasting impact in Southern Illinois. The company’s dedication to community engagement, sustainability, and innovation ensures it will remain a regional leader for years to come. “We want to be role models,” Cathy asserts, “for other ladies interested in our industry or in entrepreneurship, and by empowering our youth, we can help make Southern Illinois a better place for all of us.”