Quilted Northern
Quilted Northern is a premium bath tissue brand owned by Georgia-Pacific Consumer Products LP (a Koch Industries subsidiary) selling Ultra Soft & Strong (2-ply) and Ultra Plush (3-ply) toilet paper through mass-market retail partners across the U.S., Canada, and Mexico, targeting general household consumers who value comfort and sustainability.
- Company typePrivate
- Founded-
- HeadquartersAtlanta, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Quilted Northern does
Quilted Northern is a premium bath tissue brand owned and operated by Georgia-Pacific Consumer Products LP, a private subsidiary of Koch Industries headquartered at 133 Peachtree St., N.E., Atlanta, GA. The brand sells two main product lines — Ultra Soft & Strong (2-ply) and Ultra Plush (3-ply) — across regular, Mega (4x sheets), and Super Mega (6x sheets) roll formats, all manufactured without added inks, dyes, or fragrances and marketed as flushable and septic-safe. Its core technology is a proprietary efficient drying process that removes more water from paper prior to drying, delivering 30% water and 30% energy savings per sheet relative to other premium 2-ply national brands; the Ultra Soft & Strong line alone produces approximately 70,000 finished tons annually.
The brand's revenue model is wholesale consumer packaged goods: Quilted Northern does not sell directly to end consumers but distributes exclusively through mass-market retail partners in physical stores and online, with a store-locator tool driving consumers to retailer purchase points. End customers are general household consumers seeking premium comfort and sustainability credentials, including families and individuals who value softness, strength, and responsible sourcing. Marketing is conducted through organic social (Facebook, Instagram, Pinterest, YouTube), an email newsletter offering a $1.50 welcome coupon, an annual sweepstakes (e.g., "Free Toilet Paper for 1 Year"), and the Quilted Queens ambassador program under the "Keep It Quilted™" campaign.
The brand's value proposition is built on product performance (3-ply plush softness, 4x thicker and 4x more absorbent than the leading value brand; 2-ply softness with 5x wet strength versus the leading value brand), sustainable manufacturing (FSC-certified fiber, 30% water/energy savings), and a tree-planting commitment (2 trees planted per 1 used through the Arbor Day Foundation, yielding over 7 million trees planted from 2020-2024). The brand operates across the United States, Canada, and Mexico within the broader Georgia-Pacific consumer portfolio, which also includes Angel Soft, Brawny, Dixie, Sparkle, and Vanity Fair; revenue figures for Quilted Northern specifically are not publicly disclosed.
Quilted Northern firmographics
Firmographics- Name
- Quilted Northern
- Legal name
- Georgia-Pacific Consumer Products LP
- Website
- https://quiltednorthern.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Quilted Northern is a premium bath tissue brand owned by Georgia-Pacific Consumer Products LP (a Koch Industries subsidiary) selling Ultra Soft & Strong (2-ply) and Ultra Plush (3-ply) toilet paper through mass-market retail partners across the U.S., Canada, and Mexico, targeting general household consumers who value comfort and sustainability.
- Ownership category
- akta.pro rank
Quilted Northern industry classification
Industry- Product category
- Bath Tissue / Household Paper Products
- SIC
- Papers & Allied Products (2600)
- akta.pro primary industry
- Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins) (IMAMAGAA)
Keywords
Where Quilted Northern is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Quilted Northern business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Consumer Toilet Paper Sales: Revenue generated from selling toilet paper products through retail distribution channels. Products include Quilted Northern Ultra Soft & Strong (2-ply) and Quilted Northern Ultra Plush (3-ply) in various roll sizes including Mega Rolls (4x sheets) and Super Mega Rolls (6x sheets). Sold through retail partners both online and in-store.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Quilted Northern product offering
Product offeringCore offering
Quilted Northern manufactures and markets premium bath tissue under two product lines — Ultra Plush (3-ply) and Ultra Soft & Strong (2-ply) — sold in regular, Mega (4x sheets), and Super Mega (6x sheets) roll formats through mass-market grocery, mass, and online retail partners. Products are made without added inks, dyes, or fragrances, are flushable and septic-safe, and are produced using proprietary drying technology that reduces water and energy use.
Product overview
Quilted Northern is a toilet paper brand under Georgia-Pacific Consumer Products offering two main product lines: Ultra Soft & Strong (2-ply) and Ultra Plush (3-ply). Ultra Soft & Strong emphasizes premium comfort made sustainably with responsible sourcing and tree-planting initiatives. Ultra Plush prioritizes ultimate softness with three cushiony layers. Both products are available in regular, Mega (4x sheets), and Super Mega (6x sheets) roll formats. All products are made without added inks, dyes, or fragrances, and are flushable and septic-safe.
Differentiator
Problem solved
Functional benefit
Brands
- Quilted Northern Ultra Soft & Strong®: 2-ply premium comfort toilet paper made sustainably with two soft layers and responsible manufacturing practices.
- Quilted Northern Ultra Plush®
- keep It Quilted™
- Quilted Queens
Products and services
- Quilted Northern Ultra Soft & Strong
Quantifiable outcome
- 30% water savings in manufacturing
- +6 more outcomes
Companies that use Quilted Northern
Customer profileSegments1 record
Ideal customer profiles1 record
Quilted Northern technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Quilted Northern partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Arbor Day FoundationcoreStrategic partnership through which Quilted Northern plants 2 trees for every 1 tree used in production. From 2020-2024, over 7 million trees have been planted. The partnership includes tree planting map visibility and transparency about planting locations through local, state, and federal agencies.
Scale indicators5 records
Recent moves5 records
Expansion highlights4 records
Quilted Northern competitors and assessment
Company assessmentEmerging players
- Seventh Generation Toilet Paper: Seventh Generation sells recycled and tree-free bath tissue under Unilever-owned sustainable household care. It competes with Quilted Northern for sustainability-credentialed shoppers in grocery and natural channels.
- Who Gives a Crap: Who Gives a Crap is a DTC and retail challenger brand selling bamboo and recycled toilet paper with a sustainability mission. It targets the same eco-conscious consumer Quilted Northern courts and represents a fast-growing adjacent threat.
- Reel Tissue / Caboo (bamboo tissue brands): Reel and similar bamboo-based tissue brands are DTC-first challengers selling sustainable bath tissue online and through select retail. They are comparable as emerging competitors attacking the sustainability niche Quilted Northern has invested in.
Direct peers
- Cottonelle: Cottonelle is Kimberly-Clark's premium toilet paper brand. It competes with Quilted Northern on comfort, thickness, and absorbency positioning, and shares the same big-box and grocery distribution footprint.
- Charmin: Charmin is Procter & Gamble's flagship premium toilet paper brand. It is Quilted Northern's closest direct competitor, competing head-to-head on softness, strength, and roll-format innovation in the same mass retail channels.
- Scott 1000 / Scott Bathroom Tissue: Scott is Kimberly-Clark's value-tier toilet paper brand, competing for the same mass-market bath tissue shopper but at lower price points. It is a direct peer on product category and channel.
- Brawny Paper Towels: Brawny is a Georgia-Pacific sibling brand in paper-based household products. It is comparable on parent, channel, and sustainability messaging even though it sells paper towels rather than bath tissue.
- Angel Soft: Angel Soft is a toilet paper brand owned by Georgia-Pacific Consumer Products, the same parent as Quilted Northern. It targets the value tier adjacent to Quilted Northern's premium positioning and shares supply chain and distribution.
Broad incumbents
- Kimberly-Clark Corporation: Kimberly-Clark owns Cottonelle and Scott, giving it a dominant multi-tier position in bath tissue. It is comparable as a broad incumbent shaping pricing, advertising, and retail dynamics in the same category.
- Procter & Gamble (P&G): P&G is the parent of Charmin and a broad incumbent in household and personal care. It is comparable as the largest sponsor of Quilted Northern's main competitor and a structural force in bath tissue category economics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Quilted Northern social profiles
Digital presenceQuilted Northern compliance and trust
Trust signalCompliance1 record
Quilted Northern financial estimates
Financial estimateRevenue estimate
Valuation estimate
Quilted Northern leadership team
Management profileNumber of profiles
Quilted Northern funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Quilted Northern 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 Quilted Northern
What does Quilted Northern do?
Quilted Northern manufactures and markets premium bath tissue under two product lines — Ultra Plush (3-ply) and Ultra Soft & Strong (2-ply) — sold in regular, Mega (4x sheets), and Super Mega (6x sheets) roll formats through mass-market grocery, mass, and online retail partners. Products are made without added inks, dyes, or fragrances, are flushable and septic-safe, and are produced using proprietary drying technology that reduces water and energy use.
Is Quilted Northern a public or private company?
Quilted Northern is a private company. It is classified as corporate owned and is currently operating.
When was Quilted Northern founded?
Quilted Northern was founded in -1.
Where is Quilted Northern based?
Quilted Northern is headquartered in Atlanta, United States, in the North America region.
How does Quilted Northern make money?
One revenue line is on record: consumer Toilet Paper Sales.
Who are Quilted Northern's main competitors?
Emerging players on record are Seventh Generation Toilet Paper, Who Gives a Crap and Reel Tissue / Caboo (bamboo tissue brands). Direct peers are Cottonelle, Charmin, Scott 1000 / Scott Bathroom Tissue, Brawny Paper Towels and Angel Soft. Broad incumbents are Kimberly-Clark Corporation and Procter & Gamble (P&G).
Does Quilted Northern have an API?
No public API is recorded for Quilted Northern.
What industry is Quilted Northern in?
Quilted Northern's product category is Bath Tissue / Household Paper Products. Its primary akta.pro industry code is IMAMAGAA, Consumer Tissue Paper (Facial, Toilet, Paper Towels, Napkins). Its SIC code is 2600.