McAirlaid's

What McAirlaid's does

McAirlaid's Vliesstoffe GmbH is a privately held German manufacturer of airlaid nonwoven absorbent materials, founded in 1997 by Alexander Maksimow and headquartered in Steinfurt, North Rhine-Westphalia. The company's core technology is SuperCore, a patented thermo-mechanical fiber bonding process that produces airlaid material from pure fresh cellulose without adhesives, bonding agents, latex, or bonding chemicals used by conventional producers (~20% by mass). This platform underpins the entire product portfolio, which is organized into five segments: food packaging (MeatPad, MeatGuard, BeefAger, FishPad, FruitPad, MAP EnhancerPad, OvenPad, MeatPad Plus), hygiene (LayDry, Bondoo, x-top, personal hygiene cores), cigarette filters (Genia biodegradable filter), home and garden (Sauberman oil mats), and medical (via the curea medical GmbH sister company and LayDry Pro).

The company operates five production sites—four in Germany (Steinfurt HQ, Heilbad Heiligenstadt, Berlingerode, Selm) and one in the United States (Rocky Mount, Virginia)—with more than 100 processing machines in operation and over 500 employees. Production output serves customers in over 70 countries under direct B2B sales, with regional sales directors covering D-A-CH, the UK and Ireland, Nordics and Baltics, Eastern Europe, MENA, Asia Pacific, and the Americas. The portfolio is protected by more than 100 global patents and key certifications including ISO 9001, ISO 50001, ISO 13485, BRC Packaging (high hygiene risk), PEFC, and EN 13432 (for Genia).

McAirlaid's revenue model is B2B product sales of proprietary absorbent pads, cores, towels, and filters, with pricing handled through quote-based enterprise contracts. The commercial motion is sales-led, complemented by participation in international trade fairs (InterSupply, World Tobacco Middle East), multilingual website presence in eight languages, and industry trade press. The company is owned and led by founder-CEO Alexander Maksimow with COO Andreas Schmidt, operates as an independent founder-controlled enterprise with no disclosed institutional investors, and demonstrates a track record of organic capacity additions (Selm in 2018, face mask line in 2020) and disciplined pruning (Estonia site closed in 2019).

Name

McAirlaid's

Legal name

McAirlaid's Vliesstoffe GmbH

Website

https://mcairlaids.net

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

McAirlaid's is a privately held German manufacturer of adhesive-free airlaid nonwoven absorbent materials serving food packaging, hygiene, tobacco, medical, and home/garden customers across 70+ countries via five production sites in Germany and the United States.

Ownership category

akta.pro rank

Product category

Absorbent Nonwoven Products

NAICS

Nonwoven Fabric Mills (313230)

SIC

Plastic Material, Synth Resin/Rubber, Cellulos (No Glass) (2820)

akta.pro primary industry

Medical & Hygiene Disposables (Underpads, Disposable Washcloths, Bed Bath Products) (CRADALAK)

akta.pro secondary industries

Feminine Hygiene & Intimate Care (Wash, Wipes, Deodorants) (CRADANAG), Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Cellulose Derivatives (CMC, MCC, HPMC/MC; Cellulosic Thickeners) (AFAJABAH), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM)

Keywords

• Airlaid nonwoven manufacturing
• Absorbent pad production
• Food packaging absorbents
• Biodegradable cigarette filters
• Cellulose hygiene cores

Headquarters

HQ city

Steinfurt

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. B2B Product Sales: McAirlaid's generates revenue through manufacturing and selling proprietary airlaid nonwoven products to B2B customers. Products include absorption pads for food packaging, hygiene products, cigarette filters, and industrial applications. The company operates with over 100 processing machines across five production sites to serve various market segments.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

McAirlaid's manufactures and sells proprietary airlaid nonwoven absorbent products built on its patented SuperCore technology platform, which produces nonwoven material without adhesives or bonding agents using pure fresh cellulose fibers. The portfolio is organized into four end-market lines: (1) food packaging absorption pads (MeatPad, MeatGuard, BeefAger, FishPad, FruitPad, MAP EnhancerPad, OvenPad), (2) hygiene products (LayDry bed underlays, Bondoo towels, x-top incontinence sheaths, and personal hygiene absorbent cores for feminine care, baby diapers, and incontinence), (3) the Genia 100% cellulose biodegradable cigarette filter, and (4) home/garden and specialty items such as Sauberman oil-protection mats and dog mats.

Product overview

McAirlaid's is a manufacturer of nonwoven (airlaid) absorption materials and products, founded in 1997. The company operates five production sites in Germany and the USA and supplies customers in over 70 countries. The product portfolio is built on the SuperCore technology platform—a patented adhesive- and bonding agent-free airlaid manufacturing process using pure cellulose. The product offering is organized into five categories: (1) Food Packaging: MeatPad, MeatGuard, MeatGuard Special, BeefAger, FishPad, FruitPad, MeatPad Plus, MAP EnhancerPad, and OvenPad—absorption pads for meat, fish, fruits, and baking applications; (2) Hygiene: LayDry/LayDry Kids (bed underlays), Bondoo (disposable towels), x-top (incontinence products for men), and Personal Hygiene components (for feminine care, baby nappies, and incontinence products); (3) Cigarette Filters: Genia—a biodegradable filter made of 100% cellulose; (4) Home and Garden/Retail Solutions: Sauberman (oil mats), Once a day (pet mats), and various ZORB products; (5) Medical: LayDry Pro and related medical absorption products. McAirlaid's also offers SuperCore as a technology platform that other manufacturers can incorporate into their products.

Differentiator

Problem solved

Functional benefit

Brands

• SuperCore: Proprietary adhesive- and bonding agent-free airlaid technology platform; the core technology used across all McAirlaid's products.
• Genia
• MeatPad
• MeatGuard
• FishPad
• FruitPad
• LayDry
• Sauberman
• Once a day
• BeefAger
• MAP EnhancerPad
• OvenPad
• MeatPad Plus
• Bondoo
• x-top

Products and services

• MeatPad Absorption pad for fresh meat, poultry, and fish that uses Micro-pore technology to absorb and bind meat juices inside the pack. Available in multiple absorption capacities for beef, pork, poultry, fish, and cheese applications. Sold to food retailers, meat packers, and processors as a primary-packaging insert.
• MeatGuard Heavy-duty absorption pad featuring a 3D-surface system with funnel-shaped micro-perforations and built-in superabsorbers that gel and lock in liquid under pressure. Targeted at products releasing high levels of liquid in food retail and meat processing.
• MeatGuard Special Customizable version of MeatGuard, supplied in variable sizes and absorption capacities to meet specific customer requirements for beef, pork, poultry, and fish applications.
• BeefAger Multi-layer pad for wet-aging beef combined with vacuum packaging to achieve a dry-aging effect. Absorbs escaping meat juices and supports optimum maturation. Performance tested by the German Institute for Food Technology (DIL).
• FishPad Absorption pad for transport and storage of fresh fish that captures meltwater inside styropor boxes and prevents quality degradation. Available in multiple sizes and absorption capacities from 0.6L to 4L, and in a CO2-releasing variant.
• FruitPad Absorption pad for fruits and berries based on Micro-pore technology. Protects against pressure damage, prevents juice leakage, and inhibits mold growth; documented to reduce fruit/berry waste by up to 55%.
• MeatPad Plus High-capacity absorption pad built on SuperCore Plus material with longer cellulose fibers creating larger cavities that pull in liquid via capillary effect. Achieves up to 4,000 ml/m² absorption using only pure cellulose, without superabsorbers.
• MAP EnhancerPad Modified Atmosphere Packaging pad that releases CO2 to inhibit bacterial growth and extends the shelf life of sensitive products by up to 5 days for fish/seafood and 3 days for poultry. Shelf-life performance tested and certified by the German Institute for Food Technology (DIL).
• OvenPad Heat-resistant absorption pad for oven and microwave use that absorbs fats, oils, and hot liquids up to 220°C. Available in versions for CPET plastic trays and aluminum trays, and in a CO2-releasing variant.
• LayDry / LayDry Kids Bed underlays built on SuperCore absorption technology that absorb large quantities of liquid and prevent leakage and odors. The underside is waterproof but breathable. LayDry Kids is a smaller variant designed for children during the potty-training transition. Sold to hygiene product manufacturers and retailers as a B2B/retail product.
• Personal Hygiene Components SuperCore-based absorbent cores supplied to hygiene OEMs for integration into feminine hygiene products (panty liners, sanitary towels), baby nappies, and incontinence products. Awarded the INDEX-Award in 1999 for the most innovative nonwoven.
• Bondoo Airlaid Handtuch Premium disposable airlaid towel made of 100% pure cellulose with high absorption capacity (one towel dries two hands). Biodegradable and designed to fit common towel dispensers, with a wash-glove variant.
• x-top Latex-free, adhesive-free protective sheath for men with bladder weakness/incontinence. Ergonomic design with three protection levels; uses SuperCore technology to absorb urine quickly and trap it under pressure.
• Genia Biodegradable Cigarette Filter Biodegradable cigarette filter made of 100% cellulose. Fully compostable in a few weeks vs ~15 years for conventional acetate filters. EN 13432 certified, adhesive-free due to the patented airlaid material, and reduces phenol and tar absorption. Sold to tobacco manufacturers globally.
• LayDry Pro Medical-grade bed pad for professional healthcare use in hospitals and care facilities. Part of the US medical product line, leveraging McAirlaid's SuperCore technology for fluid management.
• Sauberman Highly absorbent oil and floor protection mat based on SuperCore Plus technology. Protects floors in garages and workshops from motor oils, lubricants, brake fluids, and coolants. Available in three versions: Sauberman Car (for vintage cars), Sauberman Bike (for motorbikes), Sauberman Home (general household use).
• Once a day Disposable absorbent dog mat for pet owners, designed for use at home and on the go. Part of McAirlaid's retail solutions product line.
• AutoZORB Retail solution absorption product for automotive applications, leveraging McAirlaid's SuperCore absorbent material.
• MotoZORB Retail solution absorption product for motorcycle applications, using SuperCore absorbent material.
• Plumber's Mate Retail solution absorption product designed for plumbing trade applications.
• Waterkeeper Retail solution absorption product for water-related absorption applications.
• SuperCore Technology Platform Core technology platform of adhesive-, latex-, and bonding-agent-free airlaid nonwoven produced from pure fresh cellulose fibers using a patented thermo-mechanical fiber bonding process. Offered to other manufacturers as an absorbent core technology for integration into their own products (e.g., hygiene OEMs).

Quantifiable outcome

• GENIA biodegradable filter decomposes in weeks vs 15 years for conventional acetate filters
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• curea medical GmbHcoreStrategic or Co-development PartnerSister company specializing in wound dressings for the medical sector. Founded as a separate entity leveraging McAirlaid's core absorption technology for medical applications.
• DIL (Deutsches Institut für Lebensmitteltechnik)coreStrategic or Co-development PartnerGerman Institute of Food Technology conducted testing and certification for MAP EnhancerPad technology. Tested shelf life extension effects on salmon and poultry products.
• IntertekminorOthersIndependent certification company that conducts regular assessments and audits of McAirlaid's quality management and food safety systems. Awards ISO 9001, ISO 50001, and BRC certifications.
• TÜV NordminorOthersTechnical inspection association that certifies McAirlaid's PEFC sustainable forest management certification.
• REDYSIGN Project (EU)minorStrategic or Co-development PartnerEU sustainability research project for sustainable meat packaging where McAirlaid's serves as development partner.
• EDANAminorOthersInternational association of nonwovens industries - the 'voice of nonwovens'. McAirlaid's won INDEX award through EDANA.

Scale indicators6 records

Recent moves19 records

Expansion highlights6 records

Direct peers

• Lydall (acquired by Unifrax): Pre-acquisition Lydall operated a Performance Materials segment focused on specialty nonwovens for filtration, industrial, and life-science applications, directly comparable in nonwoven technology and customer base. Now part of Unifrax, the legacy Lydall nonwovens business overlaps with McAirlaid's technical/industrial nonwoven positioning.
• Suominen: Finnish nonwovens manufacturer producing roll goods for wipes, hygiene, and medical end uses, making it a direct comparand in the B2B nonwoven substrates space. Suominen's focus on sustainable and biodegradable nonwovens is particularly close to McAirlaid's SuperCore positioning.
• Fibertex Nonwovens (incl. PFNonwovens): Danish nonwovens manufacturer serving personal care, industrial, and technical applications, comparable to McAirlaid's in B2B roll-goods supply to hygiene and industrial customers. Acquisition of PFNonwovens in 2021 created a sizeable European nonwovens platform with overlapping customer base.
• Fitesa: Brazilian-headquartered global nonwovens producer (spunbond, meltblown, spunlace) supplying hygiene and industrial markets. Fitesa competes with McAirlaid's for the same hygiene and wipes OEM customers, though primarily via spunbond/spunlace rather than airlaid.
• Glatfelter (combined with Berry's HHNF): Glatfelter is one of the world's largest airlaid nonwovens producers serving hygiene, wipes, and food packaging markets, directly comparable to McAirlaid's as a B2B airlaid roll-goods manufacturer. The 2024 combination with Berry Global's Health, Hygiene & Nonwovens segment created the largest pure-play airlaid competitor.

Emerging players

• curea medical GmbH: Wholly-owned sister company of McAirlaid's producing advanced wound dressings and medical absorption products based on the SuperCore platform. Directly comparable in technology and partially in end market, but operating as an independent entity in a regulated medical niche.

Broad incumbents

• Essity: Swedish hygiene and health company (TENA, Libresse, Tork) with significant in-house nonwovens and personal-care production. Comparable to McAirlaid's as a potential customer/competitor in incontinence and feminine hygiene cores, while operating at much larger scale with a branded consumer model.
• DuPont: DuPont supplies Tyvek and Sontara nonwovens for construction, medical, and industrial applications and is a broad incumbent in the engineered-materials space. Relevant as a technology and scale benchmark in nonwovens, though DuPont's portfolio is far broader than McAirlaid's airlaid specialty focus.
• Kimberly-Clark: Global hygiene products major that both uses nonwoven cores in finished products (Huggies, Kotex, Depend) and is a potential customer of McAirlaid's SuperCore. Comparable through shared end markets in feminine hygiene, incontinence, and baby care, but at vastly greater scale and with a consumer-facing brand model.
• Berry Global / Magnera: Magnera (spun out of Berry Global's nonwovens business and merged with Glatfelter) is one of the world's largest nonwovens producers spanning hygiene, healthcare, and industrial applications. Overlaps with McAirlaid's in nonwoven supply to hygiene and food packaging but at materially greater scale and broader product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mcairlaids
• Facebookfacebook.com/McAirlaids
• LinkedInlinkedin.com/company/mcairlaidsusa

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

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 McAirlaid's