ROCK FALLS – A Rock Falls manufacturer has a new leader, the company announced Monday.

Keith Ellefsen is the new president of IFH Group, which designs and makes fluid storage systems and also operates a powder-coat painting division.

James King Jr. is stepping down as president but will remain CEO.

Ellefsen, 38, has been vice president of operations and chief operating officer since 2006. He joined The IFH Group in 1999 as research manager, then became plant manager.

He is from Elmhurst but now lives in Sterling with his wife, Melissa, and their two children, Kyle, 11, and Tori, 9.

IFH stands for innovative fluid handling. It was established as King’s Weld Shop in 1945, and was incorporated in 1966 as J.L. King Co. Inc. It later became Sauk Valley Equipment Co., then The IFH Group Inc.

According to its websige, www.ifhgroup.com, it is one of the largest manufacturers of small, customized fuel and hydraulic oil reservoir tanks in the United States.

It has three primary operations: manufacturing fluid storage and dispensing equipment for lubricants, oils, chemicals and other industrial fluids; manufacturing of hydraulic oil reservoirs and fuel tanks for off-road vehicles used in construction, agriculture and other areas; and custom metal fabrication and powder coating.

In a news release announcing the leadership change, IFH said it is investigating the feasibility of offering plastic tanks to its customers, along with its existing line of steel, stainless steel, aluminum, and aluminized steel products.

It also is looking into acquiring full machine shop capabilities for its Powder Coaters division.

“The more vertically integrated we are, the more efficient we can be,” Ellefsen said in the release. “We want our customers to look at us as a resource, not just a supplier.”