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Fibers
firm weaves right mix
Sale
to Sun Capital gives area-based outfit a
key to fast growth

by
John Reid Blackwell
The
managers and employees of Performance Fibers Inc. are ending 2005 with fewer
uncertainties and more confidence than when they began the year.
A
little more than a year ago, the Colonial Heights- based manufacturer of
polyester and other synthetic fibers was looking for a home. It was still a
business unit of the industrial conglomerate Honeywell International Inc., but
it didn't fit well into its parent company's corporate strategy.
The
management team at Performance Fibers, including then-General Manager Greg
Rogowski, believed the company had enormous growth potential if it could find a
partner to support it.
In
December 2004, the team got that chance when Honeywell sold Performance Fibers
to Sun Capital Partners. The Florida-based investment group specializes in
acquiring so-called "corporate orphans," businesses that have been
neglected as part of larger corporations but have the potential to grow
independently. Sun Capital has invested in more than 100 companies since 1995.
The
sale provided Performance Fibers with a source of capital and freed the company
to pursue business opportunities, setting off a whirlwind year of acquisitions
and growth.
"It's
been one of the most exciting periods of my career, and I think most of my
management team would say the same thing," said Rogowski, a 19-year veteran
of the business and now the company's president and chief executive officer.
"Being a smaller, stand-alone company makes us a lot more flexible and
agile."
Still,
leaving the relative security of a global conglomerate for a new owner brought
stress and uncertainty. Performance Fibers has 50 employees in the Richmond area
and about 1,735 at other locations, including manufacturing sites in New Hill,
N.C.; Scottsboro and Winfield, Ala.; Longlaville, France; Seoul, South Korea;
and Kaiping, China.
"When
the employees started seeing how fast we were moving once we were a stand-alone
company," Rogowski said, "people's confidence started to elevate
quickly."
The
fast movement included the company's acquisition of a fiber manufacturer with
operations in Alabama.
With
acquisitions and organic growth, the company's revenue will reach about $500
million by year's end from $400 million the previous year, and it is on track
for a $600 million year in 2006.
Performance
Fibers is in the polyester business, but not the type of textile polyester that
might be in your shirt. The company makes high-tenacity industrial polyester,
which is used in conveyor belts, ropes, seat belts, air bags and other products.
The company also is a major manufacturer of the high-strength polyester that
helps prevent tires from falling apart at 60 mph. That market is growing thanks
to new concerns about tire safety.
About
half of Performance Fibers' business is in tire polyester, and the company has a
30 percent share of the global market. Managers are looking to build on that.
They're pursuing growth in Asia, particularly in China, where the automotive
market is growing 25 percent to 30 percent a year.
"In
a few years, they will be making more automobiles in China than we make in North
America," said Rogowski, who worked for tire manufacturer Goodyear before
joining Performance Fibers.
One of
the company's major investments this year was an expansion of its manufacturing
operations in China. Performance Fibers had already doubled the capacity of the
Kaiping plant in early 2005. The company also started building a second
polyester fiber and fabric plant in Kaiping, which will again double capacity.
In October, the company bought full ownership of the operation from its
joint-venture partner, which was government owned.
From
its manufacturing bases in China and Korea, the company is looking to expand
into growing markets in Southeast Asia and India, where the potential is
enormous. "Eastern Europe also has a lot of opportunities for us,"
Rogowski said. "We are well-positioned for that with our plant in
France."
Performance
Fibers also added to its North American operations. In August, the company
acquired the North American operations of Diolen Industrial Fibers, with
headquarters in Scottsboro, Ala. The purchase included a high-tenacity polyester
yarn plant in Scottsboro and a fabric converting facility in Winfield, Ala.
Rogowski
and Fred Indermaur, the company's vice president of operations, point to that
acquisition to emphasize that the company's international investments do not
mean lost U.S. production and jobs.
"People
talk about the demise of U.S. manufacturing, but the United States is still the
largest market in the world for our products," Rogowski said. "We have
earned the right to play in this market, and we are now investing in the new
assets that we have just acquired to make them competitive."
Indermaur,
who also heads the company's efficiency efforts, added that plants in the
developed world have "challenges to competing with lower-cost regions. But
in reality, our highest cost is not labor, but raw materials. Our goal is to be
the lowest-cost producer in whatever market we are in."
The
company is working to improve operating efficiencies while also introducing
value-added products that can keep it competitive in developed markets. Among
the new products is A360, a polyester than can be used as a lower-cost
substitute for rayon in high-performance tires.
Since
its sale last year, Performance Fibers has maintained its Virginia headquarters
-- home to its executive leadership, supplier management, information
technology, legal, operations, sales and marketing -- in offices leased from
Honeywell at its Chesterfield County technical center.
Early
next year, Performance Fibers will fully complete its transition to independence
when it moves its headquarters into an office at 707 E. Main St. in Richmond.
Rogowski
said a downtown headquarters will put the corporate staff closer to the airport
and thus closer to its global operations.
"Also,
it is in the center of the Richmond financial community and legal
community," he said. "We wanted to be close to that in anticipation of
a lot activity over the next few years."
This
story was originally published
Dec. 24, 2005, in the Richmond
Times-Dispatch. It is
republished here with
permission.
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