First Quality
First Quality is a family-owned private manufacturer (founded 1989) operating four divisions — Absorbent Hygiene, Tissue, Home Care, and Print & Packaging — producing private label and own-brand consumer essentials (Prevail, Cuties, Incognito, Earth + Eden, Plenty) across 14M+ sq ft of manufacturing in the U.S. and Canada.
- Company typePrivate
- Founded1989
- HeadquartersGreat Neck, United States
- Headcount5,001–10,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What First Quality does
First Quality is a family-owned, privately held manufacturer of consumer essentials for personal and household care, founded in 1989 and headquartered in Great Neck, New York. The company operates four specialized divisions: Absorbent Hygiene (adult incontinence, baby diapers, training pants, feminine care, baby wipes under the Prevail, Cuties, Incognito, and Earth + Eden brands), Tissue (ultra-premium paper towels and bath tissue using proprietary Thru-Air-Dried technology under the Plenty brand), Home Care (laundry and dishwashing solutions formed around the April 2025 acquisition of Henkel's Retailer Brands business), and Print & Packaging (flexible packaging with HD printing, solventless lamination, and extrusion capabilities). With over 5,000 employees across more than 14 million square feet of manufacturing space in the U.S. and Canada, First Quality runs a hybrid business model serving both major retailers via private label/store brand manufacturing contracts (multi-year, quote-based pricing) and end consumers via its own branded products distributed through retail and direct e-commerce channels.
The company's competitive positioning rests on proprietary manufacturing technologies (MaxSorb+ Zone for 50% faster absorption, Omni-Odor Guard, TAD paper technology for 80%+ greater absorbency, 10-color flexographic printing), vertical integration from R&D through packaging, and capital intensity: $1.5 billion-plus in announced facility investments over 2025-2028, including a $940 million tissue mill in Defiance, Ohio and a $300 million home care plant in Archbold, Ohio. First Quality sells to large retailers (enterprise private label), healthcare organizations (skilled nursing facilities, home care providers via the Prevail channel with 24/7 eNurse clinical support), CPG companies requiring flexible packaging, and end consumers through brand websites and retail chains. Geographic operations are concentrated in North America across Pennsylvania, New York, South Carolina, Utah, Ohio, Connecticut, Quebec, and Ontario, with planned 2027-2028 expansions in Connecticut and Ohio.
Revenue mechanics are split between (1) private label manufacturing revenue from major retailers under multi-year negotiated contracts, (2) own-brand product sales through retail and e-commerce, and (3) flexible packaging services to CPG companies. The company emphasizes healthcare-channel expertise (380+ combined years of clinical nursing experience), family-caregiver community engagement (Caregiver Action Network, Cradles to Crayons), and proprietary product performance claims (e.g., 10-hour bladder protection, ultra-premium absorbency). Leadership includes Allen Bodford (President, Absorbent Hygiene), Tonny De Beer (Chief Product Innovation Officer, Absorbent Hygiene), Jim Dodge (CFO), and Sima Delafraz (CCO). No public revenue is disclosed, and the company has no external parent, private equity sponsor, or public listing.
First Quality firmographics
Firmographics- Name
- First Quality
- Legal name
- First Quality Enterprises, LLC
- Website
- https://firstquality.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- First Quality is a family-owned private manufacturer (founded 1989) operating four divisions — Absorbent Hygiene, Tissue, Home Care, and Print & Packaging — producing private label and own-brand consumer essentials (Prevail, Cuties, Incognito, Earth + Eden, Plenty) across 14M+ sq ft of manufacturing in the U.S. and Canada.
- Ownership category
- akta.pro rank
First Quality industry classification
Industry- Product category
- Personal Care and Household Product Manufacturing
- NAICS
- Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Surgical Appliance and Supplies Manufacturing (339113)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Plastics Products, Nec (3089)
- akta.pro primary industry
- Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)
- akta.pro secondary industries
- Adult Incontinence Products (CRADALAF), Paper Towels & Napkins (Disposable Wipes) (CRAJAGAH), Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA), Fabric Softeners & Conditioners (Liquid, Sheets, Beads) (CRADAKAB), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Primary Packaging (Bottles, Jars, Tubes, Jugs) (IMALAJAA)
Keywords
Where First Quality is headquartered
LocationHeadquarters
- HQ city
- Great Neck
- HQ country
- United States
- HQ region
- North America
Offices13 records
Markets served
First Quality business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Private Label Manufacturing: First Quality manufactures store-brand/retail brand products for major retailers, producing diapers, incontinence products, tissue, home care products, and packaging. Revenue comes from product sales to retail partners under their store brands.
- Own Brand Product Sales: First Quality sells their own branded products including Prevail (adult incontinence), Cuties (baby care), Incognito (feminine care), Earth + Eden (baby care), and Plenty (paper towels) through retail and e-commerce channels.
- Flexible Packaging Services: Print & Packaging division provides packaging solutions including shrink sleeves, laminated film, bags and pouches for various industries including food, pet food, and consumer products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B private label manufacturing pricing |
Go-to-market motion5 records
Distribution channels5 records
Marketing channels8 records
First Quality product offering
Product offeringCore offering
First Quality manufactures and distributes personal care and household essentials across four operating divisions: Absorbent Hygiene (adult incontinence, baby diapers, training pants, feminine care, and baby wipes), Tissue (ultra-premium paper towels and bath tissue), Home Care (laundry and dishwashing products), and Print & Packaging (flexible packaging solutions). The company primarily operates as a private-label manufacturer for major retailers while also marketing its own consumer brands including Prevail, Cuties, Plenty, Incognito, and Earth + Eden.
Product overview
First Quality is a family-owned manufacturer of everyday essentials for personal and household care, founded in 1989. The company operates four divisions: Absorbent Hygiene (adult incontinence, baby care, feminine care, wipes), Tissue (paper towels, bath tissue), Home Care (laundry and dishwashing products), and Print & Packaging. First Quality produces both store-brand products for major retailers and its own consumer brands including Prevail (adult incontinence), Cuties (baby care), Plenty (paper towels), Incognito (feminine care), and Earth + Eden (baby care). The company operates 7+ manufacturing locations across the U.S. and Canada totaling over 14 million square feet. Key recent expansions include a new $940 million tissue facility in Defiance, Ohio (2028), a $300 million home care facility in Archbold, Ohio (2028), and the acquisition of Henkel's Retailer Brands business adding laundry and dish care products.
Differentiator
Problem solved
Functional benefit
Brands
- Earth and Eden: Baby care brand
- Prevail
- Cuties
- Plenty
- Incognito
Products and services
- Prevail Adult Incontinence Products First Quality's flagship adult incontinence brand offering adult briefs, protective underwear, bladder control pads, underpads, and washcloths. Features MaxSorb+ Zone technology for rapid absorption (up to 50% faster than prior versions) and Omni-Odor Guard for odor control. Served through retail, healthcare, and direct-to-consumer e-commerce channels.
- Cuties Baby Care Products First Quality's baby care brand offering diapers, training pants, youth pants, and baby wipes. Designed to be super-soft, super-absorbent, and safe for babies' sensitive skin. Sold through major retail chains and brand e-commerce.
- Plenty Paper Towels First Quality's ultra-premium paper towel brand. Towels are up to 80% more absorbent than leading everyday brand, manufactured using Thru-Air-Dried (TAD) paper technology at Anderson and Lock Haven facilities.
- Incognito Feminine Care Products First Quality's feminine care brand offering feminine care pads and liners for every stage of life from first period through menopause. Produced primarily at the Drummondville, Quebec Fempro facility.
- Earth + Eden Baby Care Products First Quality's eco-conscious baby care brand offering diapers, training pants, and wipes for a new generation of parents with high standards of quality, efficiency, and value. Responsibly made.
- Private Label / Store Brand Manufacturing (Absorbent Hygiene, Tissue, Home Care, Packaging) Contract manufacturing service that develops and produces store-brand consumer essentials across all four divisions for major North American retailers. Quote-based pricing and multi-year contracts. This is First Quality's primary revenue driver.
- Prevail eNurse 24/7 Clinical Support Round-the-clock clinical support line staffed by licensed nurses with combined 380+ years of experience. Provides free confidential support for incontinence-related topics including product selection and fit. Available to consumers, caregivers, and healthcare professionals.
- Flexible Packaging Solutions (Print & Packaging Division) High-definition 10-color flexographic printing, solventless lamination, and single/multi-layer extrusion services for shrink sleeves, laminated film, bags, and pouches. Operated from a 182,000 square foot SQF-certified facility in Anderson, South Carolina, serving food, pet food, and consumer product CPG customers.
- Home Care Laundry and Dish Products Store-brand laundry detergents, fabric softeners, dryer sheets, and dishwashing products manufactured primarily at the Salt Lake City, Utah and Concord, Ontario (Jempak) facilities. R&D center opening in Trumbull, Connecticut in 2027.
- Dryden Fibre Nonwoven Materials Nonwoven fiber products and materials operated by Dryden Fibre, ULC as part of the First Quality group. Supplies materials into absorbent hygiene and other nonwoven applications.
Quantifiable outcome
- MaxSorb+ Zone technology absorbs up to 50% faster than previous products
- +3 more outcomes
Companies that use First Quality
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
First Quality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature7 records
First Quality partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Caregiver Action Network (CAN)coreFirst Quality joined CAN's Corporate Leadership Council in 2024 and became national sponsor for National Family Caregivers Month 2025. Partnership focuses on empowering family caregivers through resources, education, and the 'Plug-in to Care' campaign. First Quality's clinical director Michele Mongillo co-authored 'Caring with Dignity' caregiver guide as part of this partnership.
- Kimberly-Clark CorporationminorBoth companies are conducting tissue mill construction projects in Ohio. Kimberly-Clark is building approximately 1 million-square-foot tissue mill expected to begin operations in late 2026 or early 2027.
- Cradles to CrayonscorePartnership since 2021 powers the 'Gear Up for Baby' initiative providing free diapers, clothing, and essentials to families in Chicagoland, Massachusetts, and Greater Philadelphia. Since partnership began, over 30 million diapers and 20 million wipes distributed. Portion of Cuties diaper sales supports the organization (over $3 million raised).
Scale indicators19 records
Recent moves13 records
Expansion highlights6 records
First Quality competitors and assessment
Company assessmentBroad incumbents
- Essity: Swedish global hygiene and health company (Tena, Libresse, Libero, Tempo) competing in adult incontinence, feminine care, baby care, and tissue. A leading global player in the same categories as First Quality.
- Unicharm Corporation: Japanese hygiene leader (MamyPoko, Moony, Sofy) with growing global presence in baby, feminine, and adult incontinence. Comparable product portfolio and technology focus.
- Edgewell Personal Care: US-listed personal care company with brands like Playtex, Carefree, o.b., and Wet Ones. Competes in feminine care, baby wipes, and adjacent personal care categories where First Quality operates.
- Procter & Gamble: World's largest CPG company with leading positions in baby care (Pampers), feminine care (Always), incontinence (Always Discreet), and home care (Tide, Dawn). Competes with First Quality across nearly every division.
- Kimberly-Clark Corporation: Global CPG giant in tissue, hygiene, and personal care (Kleenex, Huggies, Kotex, Poise, Depend). Direct competitor in baby diapers, adult incontinence, feminine care, and tissue, and explicitly named as a parallel tissue mill builder in Ohio.
Direct peers
- Ontex Group: Belgian-headquartered leading private-label manufacturer of baby diapers, feminine hygiene, and adult incontinence products across Europe and the Americas. Closely comparable B2B private-label hygiene manufacturer serving retailer partners.
- Cascades: Canadian-based manufacturer of tissue, hygiene, and packaging products with significant North American manufacturing footprint. Comparable in tissue and packaging verticals and Canadian operations overlap.
- Attends Healthcare Products: Specialty manufacturer of adult incontinence and personal hygiene products serving healthcare and retail channels. Direct competitor in the Prevail adult incontinence category, especially in skilled nursing and home care.
- Domtar (Paper Excellence): Major North American manufacturer of tissue and absorbent hygiene products including Attends adult incontinence. Direct competitor in private-label tissue and incontinence categories.
Emerging players
- Henkel: German CPG company from which First Quality acquired the North American Retailer Brands home care business in 2025. Closest direct comp in laundry detergents, fabric finishers, and dishwashing for private-label and store-brand programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
First Quality social profiles
Digital presenceFirst Quality financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Quality leadership team
Management profileNumber of profiles
Profiles8 records
First Quality subsidiaries and ownership
Company hierarchySubsidiaries13 records
First Quality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Quality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Quality
What does First Quality do?
First Quality manufactures and distributes personal care and household essentials across four operating divisions: Absorbent Hygiene (adult incontinence, baby diapers, training pants, feminine care, and baby wipes), Tissue (ultra-premium paper towels and bath tissue), Home Care (laundry and dishwashing products), and Print & Packaging (flexible packaging solutions). The company primarily operates as a private-label manufacturer for major retailers while also marketing its own consumer brands including Prevail, Cuties, Plenty, Incognito, and Earth + Eden.
Is First Quality a public or private company?
First Quality is a private company. It is classified as family owned and is currently operating.
When was First Quality founded?
First Quality was founded in 1989. It employs 5,001 to 10,000 people.
Where is First Quality based?
First Quality is headquartered in Great Neck, United States, in the North America region.
How does First Quality make money?
Three revenue lines are on record. Private Label Manufacturing is the primary driver. The others are own Brand Product Sales and flexible Packaging Services.
Who are First Quality's main competitors?
Broad incumbents on record are Essity, Unicharm Corporation, Edgewell Personal Care, Procter & Gamble and Kimberly-Clark Corporation. Direct peers are Ontex Group, Cascades, Attends Healthcare Products and Domtar (Paper Excellence). Henkel is listed as an emerging player.
Does First Quality have an API?
No public API is recorded for First Quality.
What industry is First Quality in?
First Quality's product category is Personal Care and Household Product Manufacturing. Its primary akta.pro industry code is CRADALAK, Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products), with a secondary code of CRADALAF, Adult Incontinence Products. Its NAICS code is 3256 and its SIC code is 2840.