Sur-Seal rolls out new look, website

CINCINNATI—Sur-Seal recently unveiled a new logo and launched a revamped website as part of its rebranding initiative, which comes in response to recent company and product line acquisitions. The company last year acquired Dover, N.H.-based Spectex and Charlotte, N.C.-based Mueller Custom Cut.

Sur-Seal's updated website and new logo launched in late November with a new tagline of Advanced Material Solutions.

"We wanted to bring all three companies together under one new look that differentiates us from our competition and clearly communicates our value proposition to current and new customers," Marketing Manager Billy Lipari said.

Since 1965, Sur-Seal, now owned by private equity firm Heartwood Partners, has provided custom sealing solutions to industry-leading OEMs across a variety of markets. To meet current customers' needs and attract new customers and markets, Sur-Seal has invested in growing its operations and capabilities through these two recent strategic acquisitions.

Charlotte-based Mueller, founded in 1940, provides custom engineering, converting, and manufacturing of flexible materials. Mueller was founded in 1940. It is ISO-9001 and AS9100 certified and offers many MilSpec and ASTM-certified raw materials. The company is located in a 144,000-sq.-ft. facility and employs 125 people.

Spectex is a provider of converting services. Founded in 2001, the company originally specialized in slitting and converting of nonwoven textiles, but since has expanded its services to include laminating, skiving and sheeting. Spectex, which received ISO 9001:2015 certification in 2017 operates out of a 40,000-sq.-ft. facility and employs around 15.

Together, the two companies add to Sur-Seal's product and service line. With the rebranding, the companies will go to market under the Sur-Seal name and become one unified brand.

"As of Nov. 17, 2022, we now have three great companies coming together as one to reflect one family, one team, and one brand," Pete Futia, Sur-Seal's chief operating officer told Rubber News, noting that the Sur-Seal operations in Cincinnati will serve as the corporate hub. Senior executives will work out of both Cincinnati and Charlotte.

"Mueller and Spectex are both strategically located and have well-established manufacturing facilities," Futia said. "Mueller has a state-of-the-art facility and has been in business for 80 years. The company did have some shared markets with Sur-Seal but has added some new markets. Plus, Mueller has manufacturing capabilities that the other locations didn't have. In addition to its location and manufacturing capacity, Spectex is significant because of its customers, employees and manufacturing experience. We plan to utilize each location to its fullest potential."

The companies have always complemented each other, but the combined Sur-Seal has greater ability to expand its product offerings and cross-selling within each other's markets. Moreover, Futia said, the rebranded Sur-Seal has a larger sales force, which allows it to enter new emerging markets such as medical and the EV battery markets that he said, "our materials fit well with."

In addition to Sur-Seal's variety of die-cut options, the company now offers custom rubber and silicone molded and extruded parts, and expand Sur-Seal's supply chain services including storage, kitting and parts assembly.

The organization will continue to provide customized gaskets and other sealing and thermal insulation components using advanced and cost-effective manufacturing techniques.

"Bringing three companies together as one provides a better customer experience with a full suite of engineering solutions for all our customers' sealing needs. The new website emphasizes our value proposition with expertise in markets such as health care, aerospace, alternative energy, electrical, climate control and broader industrial applications," Futia said.

He added that Sur-Seal always is looking for ways to grow the business organically or through strategic acquisition. And when the right opportunity presents itself, Sur-Seal looks to seize it. That was the case with both Mueller and Spectex.

"One of the major features coming from the acquisition of Mueller is that we are now able to provide lamination of pressure-sensitive adhesives to a variety of flexible materials," Futia said. "There are 15 laminators in the Charlotte location with similar technology being added to the Cincinnati location.

"We have been investing heavily over the last 90 days to bring new technology to the enterprise. With Heartwood's backing, we'll continue to invest in what we need to best serve our customers' needs."

Headquartered in Cincinnati, Sur-Seal maintains service centers in Ohio, North Carolina, New Hampshire, Mexico and China. Sur-Seal's mission is to build strong customer relationships through engineering expertise, creative solutions and outstanding service.

The company does business in 25 countries, with more than 200 OEM customers, including 15 Fortune 500 partners. Sur-Seal is ISO-9001 and AS9100 certified and offers many MilSpec and ASTM-certified raw materials.

Sur-Seal's owner, Heartwood Partners, is a middle-market private equity firm founded in 1982 with headquarters in Norwalk, Conn. Heartwood manages more than $1 billion in investments and commitments, with a focus on supporting family and management-owned manufacturers, value-added distributors, food, chemical, consumer products, and business service companies.