Sellars Absorbent Materials

What Sellars Absorbent Materials does

Sellars Absorbent Materials, Inc. is a privately held U.S. manufacturer of wiping, absorbent, and restroom tissue products headquartered in Milwaukee, Wisconsin, with a manufacturing footprint that has been in operation since 1985. The company produces disposable wipers, shop towels, oil-only and universal sorbents, reclaimed rags, paper towels, toilet paper, and associated dispensers, using nonwovens process technologies including hydroentangled fibers, Double Re-Crepe (DRC) construction, meltblown polypropylene, and Through-Air-Dried (TAD) papermaking, with substantial recycled-fiber content across the portfolio (up to 70% in universal sorbents and up to 100% in select paper towel lines). Its offering is organized under registered sub-brands — Clean Task (formerly TOOLBOX), TOOLBOX, Mayfair, Bravo, EverSoak, GreenX, WaterWeave, Pro Strength, Big Grip, and Conserve-A-Size — addressing industrial, automotive, foodservice, janitorial, grocery, and education end markets.

The company sells through a hybrid distribution model that combines direct e-commerce (with login-based B2B pricing) with a national distributor program spanning janitorial, safety, industrial, and specialty resellers, plus retail placement of consumer-oriented SKUs. Pricing is quote-based for B2B accounts and case/pallet-quantity oriented, with marketing supported by a Distributors Program, sample-request workflows, catalog distribution, and a product-comparison tool (PowerMatch). Revenue is generated entirely from one-time product sales of consumables and complementary hardware, with no disclosed subscription, service, or licensing streams.

The firm has no parent company, no institutional funding history, and no disclosed M&A activity. Recent operating signals include a TOOLBOX-to-Clean Task rebrand, new touchless automatic dispenser launches, PowerMatch digital tooling, and a 40-year corporate milestone, indicating continued incremental product and brand investment rather than transformational expansion.

Name

Sellars Absorbent Materials

Legal name

Sellars Absorbent Materials, Inc.

Website

https://sellars.com

Company type

Private

Founded year

1985

Operating status

Operating

Short description

Sellars Absorbent Materials is a U.S. manufacturer of disposable wipers, absorbent sorbents, and restroom tissue products serving industrial, automotive, foodservice, janitorial, grocery, and education markets via direct e-commerce and a national distributor network.

Ownership category

akta.pro rank

Product category

Industrial Cleaning Supplies and Absorbent Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Papers & Allied Products (2600), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Industrial & Specialty Wipers (Shop Towels, Cleanroom Wipers) (IMAMAGAG)

akta.pro secondary industries

Paper Wipes (Dry & Pre-moistened) (CRAJAFAF), Wipes (All-Purpose Cleaning Wipes) (CRAJAMAJ), Wet Wipes & Flushable Wipes (Nonwoven-based) (IMAMAGAC)

Keywords

• Industrial wipers
• Absorbent materials
• Spill control sorbents
• Commercial paper products
• Recycled fiber towels

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time product sales of wiping, absorbent, towel and tissue products through direct e-commerce and distributor channels. Products sold in various configurations including individual units, cases, and pallet quantities.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sellars Absorbent Materials manufactures wiping, absorbent, restroom tissue, and paper towel products under brands including TOOLBOX, Clean Task, Mayfair, and Bravo, primarily using recycled fiber inputs. The company offers wipers across graded strength tiers, oil-only and universal sorbents for spill control, reclaimed textile rags, and restroom paper with dispensers for industrial, automotive, foodservice, janitorial, grocery, and education markets. Distribution occurs through direct e-commerce, janitorial/industrial/safety distributors, and retail partners across the United States.

Product overview

Sellars Absorbent Materials is a manufacturer of sustainable cleaning products organized around four primary sub-brands: TOOLBOX (industrial and automotive cleaning), Clean Task (commercial and industrial wipers), Mayfair (restroom solutions including paper towels, toilet paper, and dispensers), and Bravo (household kitchen paper towels). The company also offers Sellars Reclaimed Rags made from recycled textiles. Product portfolio spans wiping and cleaning (wipers, wet wipes, reclaimed rags), absorbents and spill control (oil-only and universal sorbents, spill kits), and restroom solutions. Core products include task-specific wipers in various strength grades (Z300-Z800, T500-T800), absorbent sorbents for spill management, and paper towel/toilet paper products with dispenser systems. The company emphasizes sustainability through recycled fiber content across most product lines.

Differentiator

Problem solved

Functional benefit

Brands

• EverSoak: Brand for absorbent pillows, drip pans, and sorbent products for spill control and leak management.
• GreenX
• WaterWeave
• PowerMatch
• Pro Strength

Products and services

• TOOLBOX Brand Industrial and automotive cleaning brand offering durable shop towels, absorbent wipes, and sorbent products for heavy-duty wiping, degreasing, and spill control applications.
• Clean Task Brand Commercial and industrial wiping brand providing task-specific wipers (Z300, Z400, Z600, T600, T700, T800 grades) with hydro-entangled and Double Re-Crepe (DRC) construction for medium to heavy-duty cleaning.
• Mayfair Brand Restroom solutions brand offering toilet paper, paper towels (multi-fold, hard roll), and dispensers (manual and automatic) for commercial and public restroom facilities.
• Bravo Brand Household and foodservice paper towel brand offering kitchen roll towels in single roll and 6-pack formats, made from up to 90% recycled fibers with medium-duty strength.
• Sellars Reclaimed Rags Sustainable cleaning rags made from recycled textiles including knit/T-shirt, Turkish/terry towel, fleece, and pure white cotton materials, sold in 25 lb boxes for heavy-duty industrial and maintenance use.
• EverSoak Oil-Only Sorbents Oil-only absorbent pillows, pads, and spill kits designed for hydrocarbon containment in machinery, bilges, and industrial settings, with meltblown polypropylene construction.
• EverSoak Universal Sorbents Universal absorbent pads, rolls, and socks for handling oil, water, coolants, and chemical spills in industrial and commercial environments, made from recycled cellulose fibers.
• EverSoak Light-Duty Absorbent Pillows & Drip Pans Economical leak control solution combining absorbent pillows and drip pans for managing localized drips around machinery, absorbing up to 12 gallons of oil per pillow.
• TOOLBOX WaterWeave T500 Wipers High-performance wipers with WaterWeave technology offering superior strength and absorbency for industrial, automotive, and commercial cleaning tasks.
• Mayfair Hard Roll Paper Towels High-capacity paper towels in 350 ft and 800 ft rolls made from up to 100% recycled fibers for eco-friendly restroom use in high-traffic commercial facilities.
• Pro Strength T600 Jumbo Roll Wipers High-capacity industrial wipers with hydro-entangled fiber construction providing superior strength and absorbency, resistant to oils, solvents, and degreasers.
• Mayfair Automatic Paper Towel Dispenser Touchless electronic paper towel dispenser with adjustable paper lengths, time delay settings, and up to 72,000 battery cycles, featuring paper savings mode and ADA compliance.
• Clean Task All-Purpose Z400 Wipers Medium-duty commercial wipers with Double Re-Crepe (DRC) construction delivering balanced strength and absorbency, made with up to 60% recycled fibers.
• Jumbo Roll Dispenser Floor Stand Freestanding floor stand dispenser for high-capacity jumbo roll wipers, designed for durability and portability in industrial and commercial environments.
• Jumbo Roll Dispenser Wall Mount Space-saving wall-mounted dispenser for jumbo roll wipers with industrial-grade construction for long-lasting use in industrial and automotive settings.
• Mayfair Standard Roll Toilet Paper Dispenser Two-roll capacity tissue dispenser with plastic back, designed to use standard toilet tissue up to 5 inches in diameter with automatic transfer to minimize waste.
• TOOLBOX GreenX Z300 Wipers Eco-friendly wipers made from recycled fibers offering sustainable alternative for industrial and commercial cleaning with low-lint design.
• Clean Task Utility Wipers Pop-Up Box Light-duty disposable wipers with TAD construction in compact pop-up box format, designed for versatile cleaning in office, workshop, and industrial environments.

Quantifiable outcome

• Products absorb up to 40 gallons of oil per bale (heavy-duty extra large pads)
• +3 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Cascades: Cascades manufactures recycled-content tissue, wipers, and specialty papers — a close comparable to Sellars on sustainability positioning and product mix across industrial and consumer wiping categories.
• Impact Products: Impact Products manufactures and distributes janitorial, sanitation, and industrial wiping products through distributor channels — a direct peer to Sellars' janitorial and industrial business.
• Sorbent Products Company: SPC manufactures oil-only and universal sorbents, spill kits, and absorbent pads — directly comparable to Sellars' EverSoak product line for industrial spill response and environmental compliance.
• Magnera (formerly part of Berry Global): Magnera produces nonwoven fabrics used in wipes and absorbent products — an upstream-adjacent peer with overlapping manufacturing technology (hydroentanglement, meltblown) to Sellars' WaterWeave and polypropylene lines.
• Hospeco: Hospeco manufactures and distributes industrial wiping, spill control, and restroom hygiene products through janitorial distributors — a comparable mid-market peer to Sellars across multiple product categories.
• New Pig Corporation: New Pig is a specialty manufacturer of absorbents, spill containment, and industrial wipers — directly competing with Sellars in the EverSoak spill-control category and serving the same industrial EHS buyer.

Broad incumbents

• Georgia-Pacific (GP PRO): Georgia-Pacific's GP PRO arm competes directly in commercial paper towels, tissue, and dispenser systems — overlapping with Sellars' Mayfair brand in restroom solutions and foodservice accounts.
• Kimberly-Clark Professional: Kimberly-Clark's professional division sells WypAll, KleenGuard, and Scott shop towels and industrial wipers — the global scale leader in the same product categories where Sellars' TOOLBOX and Clean Task compete for industrial and foodservice accounts.
• Essity (Tork): Essity's Tork brand competes in commercial paper towels, tissue, and dispensers — a global incumbent directly overlapping Sellars' Mayfair restroom solutions business at foodservice and facility accounts.
• 3M Commercial Solutions Division: 3M's commercial cleaning and sorbent products compete in industrial wipers and absorbents — a broad incumbent with substantially greater R&D and distribution scale than Sellars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Sellars Absorbent Materials