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03/02/2021

U.S. Nonwovens rebrands as Radienz Living

The company name change reflects its wider business model in the home and personal care space.
Dan Ochwat
Executive Editor
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U.S. Nonwovens is now Radienz Living.

The leading North American manufacturer of private brand products in home and personal care, such as disinfecting wipes, facial cleansers, baby wipes, fabric care and more, as well as the manufacturer and distributor of branded lines Ajax, Redi Wipes and Final Touch, announced the new brand identity and company name as a way to better reflect its growth into several categories in personal and home care.

“The new Radienz Living brand identity is more than a name change, it’s a culture shift,” said Radienz Living CEO Matt Stillings. “We are proud of the work we have done as U.S. Nonwovens and view our rebranding not as an absolute departure from all that has been achieved under this name but rather as an exciting next step in our journey as a company. We look forward to this new era as Radienz Living and continuing to grow our company and portfolio of products under this new name.”

To further understand the name switch is to look at the company’s history. In 1995, U.S. Nonwovens was established as a manufacturer of dryer sheets. Since then, the company’s manufacturing volume has grown substantially, as Radienz Living now produces more than 5 million bottles, packs and canisters of home and personal care products each week.

Then, in 2019, Wind Point Partners, a Chicago-based private equity firm, acquired a controlling interest in U.S. Nonwovens. Since that time, Radienz Living has invested more than $25 million in doubling its disinfectant wipes capacity to aid in the COVID-19 crisis, and in a new state-of-the-art manufacturing and distribution center in Pennsylvania. 

Later that year, the company acquired Soluble Packaging Solutions, a large North American independent manufacturer of unit dose packaging for dish, laundry and other categories. With the new identity, both U.S. Nonwovens and Soluble Packaging Solutions will unite under the Radienz Living name, a change that will allow for an expansion of the company’s private label and branded laundry and dish unit dose offerings.

“We are excited about the initiative to reinforce the promise of U.S. Nonwovens and Soluble Packaging Solutions in the marketplace through their rebranding to Radienz Living,” Wind Point Partners managing director David Stott said. “This environment has proven the value of having a clear commitment to meeting customers’ needs in fresh and affordable ways in the growing areas of household and personal cleaning. The Radienz Living management team is doing great work to strengthen our delivery on that promise.”