History & Acquisitions

Prior to the formation of SimpleCiti, the Mehdizadeh family founded U.S. Nonwovens which is a leading global manufacturer of Wipes including Disinfectant & Baby as well as Laundry detergent.

The Mehdizadeh family strategy was to grow the platform company U.S. Nonwovens organically, as well as with the vision to bolt-on strategic enterprises via acquisitions.

Customers & Brands include Walmart, Target, Walgreens, Amazon Private Label, BabyGanics, Clorox, Lysol, Costco, Johnson & Johnson, Neutrogena, Aveeno, Ponds, Unilever & more.

200 Million Investment in plant optimization to safeguard multibillion-dollar brand equity.

Implementation and heavy investments in technology were paramount to streamline the new acquisitions to the platform enterprise, U.S. Nonwovens via state of the art ERP & WMS systems such as Oracle & JD Edwards. This ensures real-time & efficient communication between the platform company and the bolt-on acquisitions.

2015

Acquisition CR Brands – Ludlow, KY

200 Plus Workforce 3 Plants

Prior to the acquisition of CR Brands, USN was utilizing multiple 3rd party contract manufacturers to co-pack liquid laundry detergents and cleaners.  USN’s top line growth in liquids made it ideal for a strategic bolt on acquisition via the CR Brands.  This allowed USN to end its reliance on costly 3rd party co-packers, which yielded tremendous value creation.  The COGS were reduced substantially as USN was no longer working with co-packers.  In addition USN helped add top lines revenues.  The acquisition yielded 200 plus workforce, 3 Plants as well as the P&G Brand Oxydol.

2015

Acquisition Old Williamsburgh Candle - Brooklyn NY & Scranton, PA

165 Plus Workforce 2 Plants

This strategic bolt on acquisition helped expand USNs North American Air Care Business.

2016

Acquisition Phoenix Brands US Laundry Division – Stamford, CT

Acquired former Colgate-Palmolive & Unilever Brands; Ajax, Fab, Dynamo, Final Touch.  The Phoenix Brands model failed as it owned no plants and had all their operations, manufacturing, warehousing, supply chain, & logistics run by costly third parties. This led them to bankruptcy. The strategy here was to acquire these highly coveted brands and use the platform of USN’s acquisition of CR Brands laundry plants.  All 3rd party operations supply contracts were terminated. The value creation here was substantial with massive EBITDA to the bottom line as COGS of 3rd parties was absorbed.

2019

Acquisition of Multi-Pack Solutions

Based in Mount Prospect, Illinois, the PVA packaging division of Multi-Pack is a leading U.S. contract manufacturer of single- and multi-chamber water soluble, environmentally sustainable, unit dose pack solutions, serving laundry, dish and other end markets. Multi-Pack is viewed as a critical solutions partner to the product supply needs of its blue-chip customer base, allowing customers to outsource a key element of the product manufacturing process.

This strategic acquisition placed USN in the laundry pods business. Customers were delighted to have both laundry detergents in bottles as well as PODS.  Lincoln acted as the exclusive financial advisor to Cameron and Multi-Pack, working closely with its shareholders and management team throughout the sale process. This included providing advisory expertise and managing the preparatory, marketing, negotiation and due diligence phases of the transaction.

2019

Sale of U.S. Nonwovens to Wind Point Partners

Wind Point Partners (“Wind Point” or “WPP”), a Chicago-based private equity firm, announced today that it has acquired a controlling interest in U.S. Nonwovens, Inc. (“USN” or the “Company”). Based in Brentwood, New York, USN is one of North America’s largest manufacturers of personal care, over-the-counter (“OTC”), cosmetic, laundry, and household cleaning products. USN supplies a broad portfolio of products for personal and home care applications, including disinfectant, cosmetic and personal cleansing wipes, as well as laundry detergent, bleach and fabric softeners. The Company operates with nearly 1,200 employees out of 13 North American locations, including eight manufacturing sites and five self-managed warehouses. USN leverages a suite of management tools across all its divisions, including the Oracle JD Edwards ERP platform, Agile PLM, Salesforce CRM, Hyperion Financial Management, and Taleo HRIS. USN services Fortune 500 retail and branded customers throughout North America, Latin America and Europe. Additionally, USN owns several nationally recognized brands including Ajax™ Laundry, Final Touch™, Fab™, Dynamo™, Oxydol™, RediWipes™, SunnySoft™, Luminoso™, Breezy™, and Bloom™.

Wind Point Partners Acquires U.S. Nonwovens

Wind Point Acquires leading North American manufacturer of home and personal care products

Chicago, IL, September 20, 2019 – Wind Point Partners (“Wind Point” or “WPP”), a Chicago-based private equity firm, announced today that it has acquired a controlling interest in U.S. Nonwovens, Inc. (“USN” or the “Company”). Based in Brentwood, New York, USN is one of North America’s largest manufacturers of personal care, over-the-counter (“OTC”), cosmetic, laundry, and household cleaning products. USN supplies a broad portfolio of products for personal and home care applications, including disinfectant, cosmetic and personal cleansing wipes, as well as laundry detergent, bleach and fabric softeners. The Company operates with nearly 1,200 employees out of 13 North American locations, including eight manufacturing sites and five self-managed warehouses. USN leverages a suite of management tools across all its divisions, including the Oracle JD Edwards ERP platform, Agile PLM, Salesforce CRM, Hyperion Financial Management, and Taleo HRIS. USN services Fortune 500 retail and branded customers throughout North America, Latin America and Europe. Additionally, USN owns several nationally recognized brands including Ajax™ Laundry, Final Touch™, Fab™, Dynamo™, Oxydol™, RediWipes™, SunnySoft™, Luminoso™, Breezy™, and Bloom™.

USN executives and co-founders Shervin Mehdizadeh, Rody Mehdizadeh, and Sam Mehdizadeh are retaining significant equity in the Company and will remain involved through a board seat, as well as advisory roles. The Mehdizadehs will continue to leverage their experience with M&A in assisting with the development and execution of USN’s acquisition strategy, which will focus on acquiring companies that provide complementary products, manufacturing capabilities and brands.

“USN represents an ideal fit for Wind Point. Shervin, Rody and their family have built a terrific business with strong annual growth achieved through smarts, innovation and hard work. We look forward to working with them to build on their impressive track record.”

David Stott, Managing Director

 

Wind Point has partnered with Matthew Stillings as CEO and Chris Sliva as Board Chair. Stillings was most recently President and Group Executive leading the $820 million Water Management Division at Rexnord. Prior to Rexnord, he was a senior executive at IDEX Corporation, where he most recently led the $650 million Pumps & Valves division. Sliva was most recently CEO and President of AdvancePierre Foods, a $1.6 billion business formerly owned by Oak Tree Capital. His prior roles include President and COO at Treehouse Foods, a $5 billion publicly traded private label food manufacturer, and President and CCO / COO of Dean Foods.

David Stott, Managing Director at Wind Point, commented, “USN represents an ideal fit for Wind Point. Shervin, Rody and their family have built a terrific business with strong annual growth achieved through smarts, innovation and hard work. We look forward to working with them to build on their impressive track record. We are also excited to partner with Matt, Chris and the entire USN team as they lead the Company into a new phase of growth. We have a dynamic value creation plan that includes delivering on commitments to customers, investing in innovation and additional operational resources, and completing acquisitions to enhance the Company’s portfolio of products.” 

Matthew Stillings echoed the sentiment saying, “Customers and partners have come to value USN’s entrepreneurial spirit, service, quality, and product innovation, underpinned by the Company’s ‘can-do’ attitude. We will preserve that culture as we smartly pursue exciting growth opportunities.”

Chris Sliva, Board Chair, added, “We have a terrific opportunity at USN to capitalize on the growing trend in consumer-packaged goods toward outsourced manufacturing, as well as the growth in private label market share, by providing the market with innovative ways to meet everyday needs.” 

Wind Point’s investment in USN represents yet another partnership for the firm with an entrepreneur-owned business, a focus area of Wind Point’s investment strategy for decades. Wind Point will seek to further grow USN both organically and through add-on acquisitions, leveraging the firm’s experience in the consumer products industry. Select current and prior Wind Point investments in consumer products include Voyant Beauty, Hearthside Food Solutions, Shearer’s Snacks, Gehl Foods, and Petmate.

Shervin Mehdizadeh, co-founder and director of USN, stated, “We are thrilled to have Wind Point as our majority partner for several reasons. Key among them is the integrity of their leadership, along with their extensive experience in the consumer products space and a strong reputation of partnership and collaboration with the management teams they back. We are very excited to work with Wind Point to grow USN, and we see significant opportunities ahead for our company, terrific customers, and our hardworking and loyal employees.”

USN’s acquisition strategy will focus on acquiring companies that provide complementary products within OTC, personal care and household products, both for private label and branded customers, as well as the acquisition of complementary brands.

Certain divisions, brands and plants, including the Old Williamsburgh candle business, FreshenUp™, Drixoral™, Tegrin™, Skeeter Beeter™, will be retained separately by the prior owners of USN and operated under a transition services agreement for a brief period.

Reed Smith LLP served as legal counsel to Wind Point, and KPMG LLP provided transaction advisory services in connection with the transaction. Kirkland & Ellis LLP advised the sellers and Mehdizadeh Family.

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