Live the Legacy

Belle City Square is a development that is a mix of old-world charm and modern luxury. While maintaining respect for the rich, working-class history of the area, Belle City Square meets the needs of business and community at the historic location of the Horlick Malted Milk Factory.

“This development is stunning already and will be such a gem as it evolves along this major thoroughfare of Racine. We are excited about Belle City Square becoming an urban town center rich with local residents, services and retail offerings, and (this) is just the start. We need such modern, safe and energy efficient housing, and the business development and neighborhood services that will emerge at Belle City Square will bring value to the City and our residents.”

Two Brothers, William and James Horlick, and their wives, Arabella and Margaret, emigrate from England to the United States and found the J & W Horlick Company, producing malted milk as a nutritional supplement.

The brothers look to relocate their company and settle on Racine, Wisconsin for its abundant land and water resources.

The first Horlick's factory building is built on the site, designed by James Corse & Sons. The three-to-four-story industrial building was built in the Gothic Revival style to resemble an English castle, a nod to the Brothers’ homeland. The building, with cream brick walls typical of southeastern Wisconsin, features a clock tower and turrets.

William Horlick registers the Malted Milk process with the U.S. Patent Office.

The Second Factory Block is added to the grounds. The Company has an enormous economic impact on the state and city: employing over 500 people at its height, creating quality standards for the storage of milk unheard of for the time, and providing a non-perishable, calorie-dense food. Local dairy farmers expand their herds to keep up with the demand for a milk supply.

A two-to-three-story engine room building is added to the growing factory grounds, with a large smokestack and an elevated walkway connecting it to the factory building.

A two-story garage is added to the property grounds. Horlick malt products rapidly expand in sales, reaching the far corners of the world, from Greenland to Italy, to and the Hawaiian Islands and Hong Kong, and even to Antarctica with the most famous explorers of the time.

William Horlick dies at the age of ninety. The father of malted milk provided the Wisconsin community with jobs and civic improvements, donating money to local parks and schools, funding stadiums, amusement and musical events.

Racine Hydraulics purchases the main Horlicks plant. Two other buildings at the complex were purchased by Western Publishing in 1955, and Western sold them to Racine Hydraulics in 1964.

Famously, all those who served at Queen Elizabeth II’s coronation in 1953 were given a free bottle of the Horlick Malted Milk tablets.

Horlicks, now owned by Beecham Group, continues to operate in the former engine room building.

On the 100th anniversary of the company’s founding, the Horlick Malt Factory ceases operations.

Milwaukee developer Josh Jeffers purchased the 16-acre former Horlick Malted Milk Co.

J. Jeffers & Co. applies to add the complex to the National Register of Historic Places in October.

All of the site’s 14 historical buildings are listed on the National Register of Historic Places. J. Jeffers & Co. announces a vision to convert the site into a mixed-use town center. The name “Belle City Square” is selected.

The first apartment building on the campus, The Arabella, opens in the summer, located in the Old Malting House. The project is heralded for its sustainability efforts and community-driven vision.

Belle City Square continues to grow, quickly becoming a center of community and economic activity. Old meets new: The reimagined William building and the newly-constructed Avenue North apartments open, with more buildings on the way.