Document:

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                                                                   EXHIBIT 10.11

                     SUPPLEMENTAL EXECUTIVE RETIREMENT PLAN

      This Supplemental Executive Retirement Plan (the "SERP") is entered into
this 16th day of November, 2001, between BRADY Corporation (the "Company") and
DONALD E. REARIC ("Executive"):

      1. Objectives. This SERP is intended to provide for a payment after
retirement to the Executive, who is currently a Group Vice President of W. H.
Brady Co., in recognition of his past and future years of service with the
Company and the limitations imposed on his and the Company's contributions to
the Company's Profit Sharing Plan.

      2. Bookkeeping Account. The Company shall cause a bookkeeping reserve
account (the "Account") to be established for the Executive solely as a device
for determining the amounts which may become payable to the Executive
thereunder. Such Account shall not constitute or be treated as a trust fund of
any kind, it being expressly provided that the amounts credited to the Account
shall at all times be and remain the sole property of the Company. The Executive
shall have no proprietary rights of any nature with respect thereto, unless and
until such time as a payment thereof is made to the Executive (or beneficiary)
as provided herein. Amounts shall be credited to the Executive's Account as
follows:

      (a) Provided only that the Executive is in the employment of the Company
as of July 31, 2001, $50,000 shall be credited to the Account. If the Executive
is in the employment of the Company as of July 31, 2002, an additional $50,000
shall be credited to the Account and an additional $50,000 shall be credited to
the Account as of July 31, 2003, 2004 and 2005 if the Executive is in the
employment of the Company as of those dates.

      (b) Interest shall accrue on the balance in the Executive's Account at the
prime rate (base rate on corporate loans) in effect July 31 of each year as
reported by the principal bank or financial institution with which the Company
is doing business, and shall be credited to the Account annually as of July 31
of each year, until all distributions to which the Executive, the Executive's
estate or beneficiary is entitled, shall have been made. However, the interest
rate used shall never be less than six percent (6%) or more than ten percent
(10%). If a lump sum amount distribution is made as of a date other than July
31, interest shall be credited to the Account as of such payment date based on
the interest rate for the prior July 31.

      3. Vesting. The Executive shall at all times have a 100% vested interest
in the Account balance established for the Executive under this SERP.
<PAGE>
      4. Benefit Payment.

            (a) Payment shall be made over a 10 year period commencing on August
1 of the year following the Executive's termination of employment with the
Company (the "First Payment Date"), with the first payment being one-tenth of
the amount credited to the Executive's Account, and thereafter an amount shall
be paid to the Executive as of the first day of each August thereafter in an
amount equal, as nearly as possible, to the amount paid on the First Payment
Date plus any interest credited to the Account in the period intervening since
the last payment, until a total of ten payments have been made. Such 10
payments, regardless of the total amount thereof, shall constitute full payment
of all amounts due the Executive under this SERP.

            (b) The Executive shall have the right to designate a beneficiary or
beneficiaries to receive a distribution with respect to any potion of such
Executive's Account remaining unpaid at the Executive's death. Such designation
shall be effected by filing written notification with the Company in the form
prescribed by it and may be changed from time to time by similar action. If the
Executive fails to make such a designation, any such distribution shall be paid
to the Executive's estate or its successors. The amount remaining in the Account
shall be paid to the beneficiary or the Executive's estate for the balance of
the applicable ten year period in the same manner and amount as it would have
been paid to the Executive.

            (c) The Company may, in its uncontrolled discretion, and in lieu of
the annual payments provided for in this paragraph and upon such terms and
conditions as the Board of Directors of the Company may determine, pay the
Executive or his beneficiary the amount credited to the Account (1) in larger
installments, including a lump sum, or (2) in some other manner; provided,
however, that the payments cannot be made in smaller amounts or over a period
longer than provided in paragraph 4(a), without the Executive's consent.

      5. Claim Procedure. The Company shall provide adequate notice in writing
to the Executive or the Executive's beneficiary (a "Claimant") if any claim for
benefits under this SERP has been denied setting forth specific reasons for such
denial and advising the Claimant of the procedures to be followed to obtain a
full and fair review by the Company or some other fiduciary named by it of the
decision denying the claim. The Company or such other named fiduciary, acting as
administrator for this SERP, shall have full and complete discretionary
authority to construe and interpret this SERP, to adopt and modify claim
procedure rules, and to decide any matter presented through the claim review
procedure. Any final decision on review by such Administrator in good faith and
in the exercise of its discretionary authority shall be final and binding on all
parties and not subject to reversal if challenged in litigation unless proven to
be arbitrary and capricious based on the evidence considered by the
administrator at the time of such final decision.
<PAGE>
      6. Miscellaneous.

      (a) Neither the Company nor the Executive nor any beneficiary shall have
the power to transfer, assign, encumber, commute or anticipate any amounts
payable hereunder.

      (b) The Company shall have the right to withhold from any amounts payable
hereunder, or any amounts otherwise payable, any taxes or other amounts required
by any governmental authority to be withheld.

      (c) Every person receiving or claiming payments under this SERP shall be
conclusively presumed to be mentally competent until the date on which the
Company receives a written notice, in a form and manner acceptable to it, that
such person is incompetent and that a guardian, conservator, or other person
legally vested with the care of such person's estate has been appointed. In the
event a guardian or conservator of the estate of any person receiving or
claiming payments under this SERP shall be appointed by a court of competent
jurisdiction, payments may be made to such guardian or conservator provided that
proper proof of appointment and continuing qualification is furnished in a form
and manner acceptable to the Company. Any such payment so made shall be a
complete discharge of any liability therefor.

      (d) Participation in this SERP or the payment of any benefits thereunder,
shall not be construed as giving to the Executive any right to be retained in
the service of the Company or its subsidiaries, limiting in any way the right of
the Company or its subsidiaries to terminate the Executive's employment at any
time, evidencing any agreement or understanding, express or implied, that the
Company or its subsidiaries will employ the Executive in any particular position
or at any particular rate of compensation and/or guaranteeing the Executive any
right to receive a salary increase in any year, such increase being granted only
at the sole discretion of the Board.

      (e) None of the payments made hereunder shall be taken into account under
any other pension, profit sharing or welfare benefit plan or program of the
Company.

      (f) The schedule attached is an example of the anticipated Contributions,
Interest and Payments to be made provided that the Executive's employment
terminates on December 31, 2005.

                                          W. H. BRADY CO.

                                          By /s/ Frank Jaehnert
                                             -----------------------------

                                          /s/ Donald E. Rearic
                                             -----------------------------
                                              Donald E. Rearic
<PAGE>
                                W. H. BRADY CO.
                              DONALD E. REARIC -SERP
<TABLE>
<CAPTION>
Fiscal
Year         Contribution        8% Interest            Payment          Balance
----         ------------        -----------            -------          -------
<S>          <C>                 <C>                  <C>               <C>
7/31/01         $  50,000                                               $ 50,000
7/31/02            50,000          $   4,000                             104,000
7/31/03            50,000              8,320                             162,320
7/31/04            50,000             12,986                             225,306
7/31/05            50,000             18,024                             293,330
8/01/06                               23,466             31,680          285,116
8/01/07                               22,809             54,489          253,436
8/01/08                               20,275             51,955          221,756
8/01/09                               17,740             49,420          190,076
8/01/10                               15,206             46,886          158,396
8/01/11                               12,672             44,352          126,716
8/01/12                               10,137             41,817           95,036
8/01/13                                7,603             39,283           63,356
8/01/14                                5,068             36,748           31,676
8/01/15                                2,534             34,210              -0-

                $ 250,000           $180,840           $430,840
</TABLE><PAGE>

                                                                   EXHIBIT 10.18

                                 W.H. BRADY CO.

                           CHANGE OF CONTROL AGREEMENT

            AGREEMENT, made as of the 13th day of May, 1997, between W.H.
Brady Co., a Wisconsin corporation, ("Company") and Donald E. Rearic.

            WHEREAS, the Executive is now serving as an executive of the
Company in a position of importance and responsibility; and

            WHEREAS, the Executive possesses intimate knowledge of the business
and affairs of the Company and its policies, markets and financial and human
resources, and the Executive has acquired certain confidential information and
data with respect to the Company; and

            WHEREAS, the Company wishes to continue to receive the benefit of
the Executive's knowledge and experience and, as an inducement for continued
service, is willing to offer the Executive certain payments due to severance as
a result of change of control as set forth herein;

            NOW, THEREFORE, in consideration of the mutual promises and
covenants set forth herein, the Executive and Company agree as follows:

      SECTION 1.  DEFINITIONS.

            (a) Change of Control. For purposes of this Agreement, a "Change of
Control" shall occur if and when any person or group of persons (as defined in
Section 13(d)(3) of the Securities and Exchange Act of 1934) other than the
members of the family of William H. Brady, Jr. and their descendants, or trusts
for their benefit, and the W. H. Brady Foundation, Inc., collectively, directly
or indirectly controls in excess of 50% of the voting common stock of the
Company.

            (b) Termination Due to Change of Control. A "Termination Due to
Change of Control" shall occur if within the 12 month period beginning with the
date a Change of Control occurs (i) the Executive's employment with the Company
is involuntarily terminated (other than by reason of death, disability or Cause)
or (ii) the Executive's employment with the Company is voluntarily terminated by
the Executive subsequent to (A) any reduction in the total of the Executive's
annual base salary (exclusive of fringe benefits) and the Executive's target
bonus in comparison with the Executive's annual base salary and target bonus
immediately prior to the date the Change of Control occurs, (B) a significant
diminution in the responsibilities or authority of the Executive in comparison
with the Executive's responsibility and authority immediately prior to the date
the Change of Control occurs or (C) the imposition of a requirement by the
Company that the Executive relocate to a principal work location more than 50
miles from the Executive's principal work location immediately prior to the date
the Change of Control occurs.

            (c) "Cause" means (i) the Executive's willful and continued failure
to substantially perform the Executive's duties with the Company (other than any
such failure resulting from physical or mental incapacity) after written demand
for performance is given to the Executive by the Company which specifically
identifies the manner in which the Company believes the Executive has not
substantially performed and a

                                       1
<PAGE>
reasonable time to cure has transpired, (ii) the Executive's conviction of (or
plea of nolo contendere for the commission of) a felony, or (iii) the
Executive's commission of an act of dishonesty or of any willful act of
misconduct which results in or could reasonably be expected to result in
significant injury (monetarily or otherwise) to the Company, as determined in
good faith by the Board of Directors of the Company.

            (d) "Beneficiary" means any one or more primary or secondary
beneficiaries designated in writing by the Executive on a form provided by the
Company to receive any benefits which may become payable under this Agreement on
or after the Executive's death. The Executive shall have the right to name,
change or revoke the Executive's designation of a Beneficiary on a form provided
by the Company. The designation on file with the Company at the time of the
Executive's death shall be controlling. Should the Executive fail to make a
valid Beneficiary designation or leave no named Beneficiary surviving, any
benefits due shall be paid to the Executive's spouse, if living; or if not
living, then to the Executive's estate.

            (e) "Code" means the Internal Revenue Code of 1986, as amended.

      SECTION 2. PAYMENTS UPON TERMINATION DUE TO CHANGE OF CONTROL.

            (a) Following Termination Due to Change of Control, the Executive
shall be paid an amount equal to one times his annual base salary (exclusive of
incentive compensation and fringe benefits) paid the Executive by the Company in
effect immediately prior to the date the Change of Control occurs, and two times
the average bonus payment received in the three years immediately prior to the
date the Change of Control occurs. Such amount shall be paid in 12 monthly
installments beginning on the 15th day of the month following the month in which
the Executive's employment with the Company terminates.

            (b) If the scheduled payments under paragraph (a) above would result
in disallowance of any portion of the Company's deduction therefore under
Section 162(m) of the Code, the payments called for under paragraph (a) shall be
limited to the amount which is deductible, with the balance to be paid as soon
as deductible by the Company. However, in such event, the Company shall pay the
Executive on a quarterly basis an amount of interest based on the prime rate
recomputed each quarter on the unpaid scheduled payments.

      SECTION 3. EXCISE TAX, ATTORNEY FEES.

            (a) If the payments under Section 2 in combination with any other
payments which the Executive has the right to receive from the Company (the
"Total Payments") would result in the Executive incurring an excise tax as a
result of Section 280(G) of the Code, the Company will reimburse the Executive
for such Excise Tax.

            (b) If the Executive is required to file a lawsuit to enforce the
Executive's rights under this Agreement, or the Executive's Nonqualified
Retention Stock Option Agreement dated August 1, 2000, and the Executive
prevails in such lawsuit, the Company will reimburse the Executive for his
attorney fees incurred up to a maximum of $25,000.00.

                                       2
<PAGE>
      SECTION 4. DEATH AFTER THE EXECUTIVE HAS BEGUN RECEIVING PAYMENTS.

Should the Executive die after Termination Due to Change of Control, but before
receiving all payments due the Executive hereunder, any remaining payments due
shall be made to the Executive's Beneficiary.

      SECTION 5. CONFIDENTIAL INFORMATION AGREEMENT.

The Executive has obligations under the separate Confidential Information
Agreement between the Executive and the Company which continue beyond the
Executive's termination of employment. The payments to be made hereunder are
conditioned upon the Executive's compliance with the terms of the Confidential
Information Agreement. The payments made hereunder shall be reduced by any
payments the Company makes to the Executive under Section 3 of the Confidential
Information Agreement. In the event the Executive violates the provisions of the
Confidential Information Agreement, no further payments shall be due hereunder
and the Executive shall be obligated to repay all previous payments received
hereunder in the same manner as provided in Section 4 of the Confidential
Information Agreement.

      SECTION 6. MISCELLANEOUS.

            (a) Non-Assignability. This Agreement is personal to the Executive
and, without the prior written consent of the Company, shall not be assignable
by the Executive otherwise than by will or the laws of descent and distribution.
This Agreement shall inure to the benefit of and be binding upon the Company and
its successors and assigns and shall also be enforceable by the Executive's
legal representatives.

            (b) Successors. The Company shall require any successor (whether
direct or indirect, by purchase, merger, consolidation or otherwise) to all or
substantially all of the business and/or assets of the Company expressly to
assume and agree to perform this Agreement in the same manner and to the same
extent that the Company would have been required to perform it if no such
succession had taken place. As used in this Agreement, "Company" shall mean both
the Company as defined above and any such successor that assumes and agrees to
perform this Agreement, by operation of law or otherwise.

            (c) Governing Law. This Agreement shall be governed by, and
construed in accordance with, the laws of the State of Wisconsin, without
reference to principles of conflict of laws, to the extent not preempted by
federal law. The captions of this Agreement are not part of the provisions
hereof and shall have no force or effect.

            (d) Notices. All notices and other communications under this
Agreement shall be in writing and shall be given by hand delivery to the other
party or by registered or certified mail, return receipt requested, postage
prepaid, addressed as follows:

                  If to the Executive:    Donald E. Rearic
                                          2535 Talbot Lane Circle
                                          Brookfield, WI 53045

                  If to the Company:      W.H. Brady Co.
                                          6555 West Good Hope Road
                                          Milwaukee, WI  53223
                                          Attention: Corporate Secretary

                                       3
<PAGE>
or to such other address as either party furnishes to the other in writing in
accordance with this paragraph. Notices and communications shall be effective
when actually received by the addressee.

            (e) Construction. The invalidity or unenforceability of any
provision of this Agreement shall not affect the validity or enforceability of
any other provision of this Agreement. If any provision of this Agreement shall
be held invalid or unenforceable in part, the remaining portion of such
provision, together with all other provisions of this Agreement, shall remain
valid and enforceable and continue in full force and effect to the fullest
extent consistent with law.

            (f) No Guarantee of Employment. Nothing contained in this Agreement
shall give the Executive the right to be retained in the employment of the
Company or affect the right of the Company to dismiss the Executive.

            (g) Amendment; Entire Agreement. This Agreement may not be amended
or modified except by a written agreement executed by the parties hereto or
their respective successors and legal representatives. This Agreement contains
the entire agreement between the parties on the subjects covered and replaces
all prior writings, proposals, specifications or other oral or written materials
relating thereto.

            (h) Impact on Other Plans. No amounts paid to the Executive under
this Agreement will be taken into account as "wages", "salary", "base pay" or
any other type of compensation when determining the amount of any payment or
allocation, or for any other purpose, under any other qualified or nonqualified
plan or agreement of the Company, except as otherwise may be specifically
provided by such plan or agreement.

            (i) Other Agreements. This Agreement supersedes any other severance
arrangement between the Company and the Executive. This Agreement does not
confer any payments or benefits other than the payments described in Sections 2
& 3 hereof.

            (j) Withholding. To the extent required by law, the Company shall
withhold any taxes required to be withheld with respect to this Agreement by the
federal, state or local government from payments made hereunder or from other
amounts paid to the Executive by the Company.

            (k) Facility of Payment. If the Executive or, if applicable, the
Executive's Beneficiary, is under legal disability, the Company may direct that
payments be made to a relative of such person for the benefit of such person,
without the intervention of any legal guardian or conservator, or to any legal
guardian or conservator of such person. Any such distribution shall constitute a
full discharge with respect to the Company and the Company shall not be required
to see to the application of any distribution so made.

                                       4
<PAGE>
      SECTION 7. CLAIMS PROCEDURE.

            (a) Claim Review. If the Executive or the Executive's Beneficiary (a
"Claimant") believes that he or she has been denied all or a portion of a
benefit under this Agreement, he or she may file a written claim for benefits
with the Company. The Company shall review the claim and notify the Claimant of
the Company's decision within 60 days of receipt of such claim, unless the
Claimant receives written notice prior to the end of the 60 day period stating
that special circumstances require an extension of the time for decision. The
Company's decision shall be in writing, sent by mail to the Claimant's last
known address, and if a denial of the claim, must contain the specific reasons
for the denial, reference to pertinent provisions of this Agreement on which the
denial is based, a designation of any additional material necessary to perfect
the claim, and an explanation of the claim review procedure.

            (b) Appeal Procedure to the Board. A Claimant is entitled to request
a review of any denial by the full Board by written request to the Chair of the
Board within 60 days of receipt of the denial. Absent a request for review
within the 60-day period, the claim will be deemed to be conclusively denied.
The Board shall afford the Claimant the opportunity to review all pertinent
documents and submit issues and comments in writing and shall render a review
decision in writing, all within 60 days after receipt of a request for review
(provided that, in special circumstances the Board may extend the time for
decision by not more than 60 days upon written notice to the Claimant.) The
Board's review decision shall contain specific reasons for the decision and
reference to the pertinent provisions of this Agreement.

            IN WITNESS WHEREOF, the Executive has signed this Agreement and,
pursuant to the authorization of the Board, the Company has caused this
Agreement to be signed, all as of the date first set forth above.

      /s/ Donald E. Rearic
      ------------------------------------
      Executive - Donald E. Rearic

      W.H. Brady Co.

      By: /s/ Katherine M Hudson
          --------------------------------

      Attest /s/ Peter J. Lettenberger
             -----------------------------

                                       5

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