What Rockline Industries does

Rockline Industries is a family-owned, privately held contract manufacturer founded in 1976 in Sheboygan, Wisconsin. The company produces private-label consumer wet wipes (personal care, baby, household cleaning, antibacterial, and EPA-registered disinfecting wipes), coffee filters, and baking cups for retail brand owners and institutional customers. As a B2B private-label manufacturer, Rockline does not sell directly to consumers; its products reach end users under retailer-owned brands, with the company operating as the upstream production partner for retailers seeking outsourced nonwoven and specialty paper products. The company maintains wholly owned subsidiaries including Iatric Manufacturing Solutions (serving regulated environments such as healthcare) and Rockline Europe.

Rockline's technology base centers on nonwoven fabric substrate development and specialty paper manufacturing, supported by an 18,000-square-foot Innovation and Technical Center adjacent to its Sheboygan headquarters, equipped with microbiological and analytical chemistry laboratories and pilot line converting equipment. The company's VP of Global Materials Development has contributed to six patents in nonwoven fabric substrates, and Rockline holds EPA registration 6836-336 for its hard surface disinfectant wipe formula (with SARS-CoV-2 kill claim approval) and complies with FDA OTC drug labeling for antibacterial wipes, as well as INDA/EDANA flushability guidelines. Production assets include the 370,000-square-foot Springdale plant, 1.2 million-square-foot Booneville facility, 240,000-square-foot Russellville site, the Montville, NJ coffee filter facility, a Morristown, TN Iatric site, and international plants in England and South China.

The business model is private-label contract manufacturing sold through direct enterprise sales relationships with brand owners and retailers, with no direct consumer marketing. Revenue derives from one-time manufacturing contracts rather than recurring licensing. Go-to-market is sales-led B2B, with brand owner customers sourcing wet wipes, coffee filters, and baking cups to sell under their own retail labels. Rockline serves four primary segments: consumer goods/retail brand owners, healthcare, industrial and institutional, and regulated environments (via Iatric), with retail being the dominant channel. The company has executed multiple multi-million-dollar capacity expansions (including a $20 million Galaxy disinfecting wipe line and an $18 million Arkansas production expansion) and a flagship Walmart partnership that onshored facial wipe production from the EU to Springdale, Arkansas.

Name

Rockline Industries

Legal name

Rockline Industries

Website

https://rocklineind.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rockline Industries is a family-owned private label manufacturer founded in 1976 in Sheboygan, Wisconsin, producing wet wipes, coffee filters, and baking cups for retail brand owners and institutional customers across the US, UK, and China.

Ownership category

akta.pro rank

Headquarters

HQ city

Sheboygan

HQ country

United States

HQ region

North America

Offices9 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Private Label Manufacturing: Rockline Industries manufactures wet wipes, coffee filters, and baking cups for retail brand owners and businesses. The company operates as a private label manufacturer producing consumer, healthcare, industrial and institutional wet wipes for customers who sell under their own brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Rockline Industries is a private label manufacturer that produces consumer wet wipes (personal care, baby, household cleaning, antibacterial, and disinfecting), coffee filters, and baking cups on behalf of retailers and brand owners. The company operates dedicated manufacturing facilities and an Innovation and Technical Center, selling B2B through contract manufacturing agreements rather than direct-to-consumer channels.

Product overview

Rockline Industries is a private label manufacturer offering a portfolio of consumer wet wipes products (personal care wipes, baby wipes, household cleaning wipes), coffee filters, and baking cups. The company operates as a contract manufacturer producing private label products for retailers and brand owners. A subsidiary, Iatric Manufacturing Solutions, serves regulated environments including healthcare. The company also provides food service products. All products are manufactured at company-owned facilities across the United States and internationally.

Differentiator

Problem solved

Functional benefit

Brands

• Iatric Manufacturing Solutions: A subsidiary of Rockline Industries dedicated to providing product solutions for brand owners and companies that serve regulated environments.

Products and services

• Personal Care Wipes Wet wipes designed for personal hygiene and body care applications, including facial wipes and body wipes in various packaging formats; manufactured as private label products for retail brand owners.
• Baby Wipes Gentle wet wipes formulated for infant care, available in tub and refill/travel pack formats with a 30-month unopened shelf life; supplied as private label products for retailers.
• Household Cleaning Wipes Wet wipes for household surface cleaning and sanitization, including wet floor wipes and hard surface disinfectant wipes; produced under private label for retail and institutional customers.
• Coffee Filters Paper coffee filters available in white (elemental chlorine-free processed) and natural/brown (unbleached) varieties, made from wood pulp; manufactured for private label retail and food service customers.
• Baking Cups Paper baking cups and liners used in baking applications; private label paper products for retail brand owners.
• Antibacterial Wipes FDA-regulated over-the-counter drug wipes specially formulated to kill germs on hands, containing a Drug Facts Box on label; manufactured as private label products for retail brand owners.
• Disinfecting Wipes EPA-regulated hard surface disinfectant wipes formulated to kill germs on surfaces like countertops, appliances, and fixtures; EPA registration number 6836-336 with SARS-CoV-2 kill claim.
• Contract Manufacturing Services Private label contract manufacturing services for wet wipes and related consumer products, serving retailers and brand owners who sell products under their own brands.
• Food Service & OCS Products Products and solutions for food service operations and office coffee service (OCS) channels, including coffee filters and related paper-based consumables.
• Iatric Manufacturing Solutions Subsidiary of Rockline Industries dedicated to providing product solutions for brand owners and companies serving regulated environments, including healthcare and medical applications.

Quantifiable outcome

• 17 million safe work hours without lost time accident - first company in Arkansas history
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Southwestern Electric Power Company (SWEPCO)coreStrategic or Co-development Partner · 1 October 2023SWEPCO provides renewable energy to Rockline's Booneville and Springdale, Arkansas plants from its three wind farms in north-central Oklahoma through the Renewable Energy Choice program. This partnership contributed to a 36% reduction in greenhouse gas emissions at Arkansas plants.
• Leading Converting Equipment ManufacturerscoreTechnology or Integration · 1 August 2020Rockline partnered with several of the world's leading converting equipment manufacturers to build the XC-105 Galaxy production line - one of the largest disinfecting wipe production lines in the private brands industry.
• Arkansas Tech Career Center (ATCC)coreStrategic or Co-development Partner · 1 October 2019Rockline launched Career Accelerator Program in partnership with Arkansas Tech Career Center to inspire next generation of manufacturing leaders. The program includes classroom component with ATCC and paid internships at Rockline's Russellville facility. Rockline installed a pilot line for hands-on training.
• WalmartflagshipChannel Partner/ Reseller/ Distributor · 1 October 2015Rockline works with Walmart on US Manufacturing initiative, adding facial wipe manufacturing capacity for Walmart at its Springdale plant. Production moved from EU to US. Rockline invested $15 million in capital for expansion and construction of new facial wipes line supporting 50+ Arkansas manufacturing jobs. Walmart committed to purchasing an additional $250 billion by 2023 to support domestic manufacturing.

Scale indicators10 records

Recent moves4 records

Broad incumbents

• Reckitt Benckiser: Owner of Lysol disinfecting wipes and other cleaning brands. Competes with Rockline in the disinfecting-wipes category and as a private-label customer of contract manufacturing.
• Kimberly-Clark: Global branded consumer products company with Huggies and Scott wipes. A category incumbent whose branded volumes compete with Rockline's private-label customers at retail, and a benchmark for category economics.
• Edgewell Personal Care: Branded personal-care products company (wet wipes, sunscreen, feminine care). Competes with Rockline's private-label offerings as a branded incumbent; less of a direct contract-manufacturing peer but operates in the same end categories.

Direct peers

• Melitta Group: Global coffee filter and coffee products manufacturer with both branded and private-label operations. The most direct peer to Rockline's coffee filter business, with overlapping paper-coffee-filter categories.
• PDI (Professional Disposables International): Healthcare-focused wipes and infection-prevention products manufacturer, subsidiary of Nice-Pak. Closely comparable to Rockline's Iatric Manufacturing Solutions business serving regulated environments.
• Diamond Wipes International: US-based contract and private-label manufacturer of wet wipes, including personal care, baby, and specialty wipes. Comparable to Rockline in serving retail brand owners with private-label programs.
• Nice-Pak Products: The largest wet wipe manufacturer in North America and a private-label/contract manufacturer of wipes for consumer, industrial, and healthcare markets. The most direct functional peer to Rockline across personal care, baby, household, and disinfecting wipes.
• Albaad Massuot Yitzhak: Israeli-headquartered global manufacturer of nonwoven wipes and hygiene products for private-label and contract customers. A direct functional peer in wet-wipes contract manufacturing with comparable categories.
• Tufco Technologies: US contract and private-label manufacturer of wet wipes, specialty paper, and cleaning products. Competes with Rockline in private-label wipes and absorbent personal-care categories.

Emerging players

• Essentra Filter Products: Manufacturer of specialty paper-based filtration products including coffee and tea filters. An adjacent peer to Rockline's coffee filter business with comparable converting capabilities and B2B customer mix.

Market position

Strengths5 records

Weaknesses5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/rocklineind
• LinkedInlinkedin.com/company/rockline-industries

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rockline Industries