Business · Companies · 5 hrs ago
Ukrainian migrant’s workshop laid the foundations for Truper
Isai Jusidman arrived in Mexico from Ukraine in 1923 at age 19 and began selling tools in the city’s street markets.
He later opened a small hardware shop and a workshop, where he made basic tools under the Mercur brand.
After Jusidman died in 1961, his son Daniel focused the business on manufacturing, closing the shop to put resources into the workshop.
In the late 1960s, a partnership with US company True Temper brought technology and know-how to expand production.
The partnership ended in the mid-1970s, but the Truper name came from True Temper and became the company’s brand.
An attempt to expand into the United States in the 1980s fell short, so the company focused on Mexico and Latin America and later broadened its product range, including through imported tools and additional brands.
Isai Jusidman arrived in Mexico City from Ukraine in 1923 and began selling tools in the city’s markets.
He later opened a hardware shop and a workshop, where he made basic tools under the Mercur brand.
After Jusidman died in 1961, his son Daniel shifted the business from retail sales to manufacturing.
A partnership with US company True Temper helped expand production, and the business later adopted the Truper name.
An unsuccessful US expansion in the 1980s led the company to focus on Mexico and Latin America.
- Who
- Isai Jusidman, a Ukrainian migrant, started the business; his son Daniel later developed it.
- What
- A workshop making tools under the Mercur brand laid the foundations for the business that became Truper.
- When
- Jusidman arrived in 1923. The source describes later developments from 1961 through the 1990s.
- Where
- Mexico City, Mexico.
- Why
- Jusidman began selling and making tools, drawing on his family’s hardware trade; his son later focused the business on manufacturing.
This story does not have two clearly opposing sides.
Isai Jusidman arrived in Mexico City from Ukraine at age 19.
Jusidman died, and his 28-year-old son Daniel took over the business.
Daniel formed an alliance with US company True Temper to expand tool manufacturing in Mexico.
The True Temper partnership ended, and the business continued under the Truper name.
An effort to enter the US market through Truper USA did not achieve the expected results.
Mexico’s economic opening allowed the company to expand its catalogue with imported tools and other brands.
- Founder
- Isai Jusidman
- Arrival
- Mexico City, 1923
- First workshop location
- Doctores neighbourhood, Mexico City
- Early brand
- Mercur
- Manufacturing partner
- True Temper
- Later business name
- Truper