In 1936, the Townsend Welding Equipment Company was born in the basement of Ray Townsend′s Wichita home. Townsend was driven by the idea that improved ground connections would result in improved quality welds. That same year, Ray Townsend began selling his now-famous "Red-head" ground clamp. In 1937, the company name was shortened to "Tweco" and a national advertising campaign was launched. In 1938, Ray Townsend added electrode holders to his product line and he moved the company out of his basement to a store front. Within a year, continued growth led the Townsends to purchase land and build the first Tweco factory, which was occupied in 1940. World War II created a huge demand for arc welding for armament, tanks and ships, and for Tweco products. The product line was expanded to include new metal arc holders and a new line of carbon arc holders. Cable connectors with a "quick-connect" type feature were introduced. During the 1940's, Tweco adopted the slogan "If it goes on the end of a welding cable, Tweco makes it."