A Madison sign company has a new name and has merged operations with its parent company.

Badger Display Signs, 2242 Mustang Way, was purchased by La Crosse Sign Co. of Onalaska in 2010 but retained its name and independence.

The Madison operation, with seven employees, changed its name last week to La Crosse Sign Company of Madison and merged with the Onalaska operation.

The Onalaska site, with 43 employees, handles most of the manufacturing for both locations, said president Paul Fuchsel.

"The plans are to definitely grow that business," Fuchsel said of the Madison operation. "I wanted to take some of the same things we did up here and bring those down to Madison."

The 10,000-square-foot Madison facility, in an industrial park off Stoughton Road, is used for production of commercial and vinyl graphics and is home to a service and installation department and a sales office.

Fuchsel purchased Badger Display Signs, founded in 1934, from Jim Emden, who retired. La Crosse Sign Co. was founded in 1917. Fuchsel began working at the company in 1975 and purchased the company in 1988.

Both operations deal with signs for such sectors as restaurants, health care, retail, manufacturing and government. They do not manufacture billboards.

"I see the (Madison) area having a great need for a full-service sign company," Fuchsel said.

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