American Merchant Expands Operations and Adds Weekend Shift in Bristol, Va.

Local Towel Manufacturer Expands Operations, Adds Weekend Shift

American Merchant, a local towel manufacturer based in Bristol, Virginia, is making waves in the industry by expanding its operations and adding a weekend shift to meet growing demand.

The company, which began operating at the former Ball Manufacturing plant in December 2019, has weathered slow periods during the COVID-19 pandemic and is now thriving. With retail sales arrangements through Belk and other firms, American Merchant prides itself on producing the “softest, most luxurious bath towels in America.”

According to company President Maxwell Bleakie, the decision to move operations to Bristol was a strategic one. “China became too expensive, and a lot of that business was all going down to Vietnam and Bangladesh. We decided to sell that piece of property and invest in ‘Made in America,'” Bleakie said.

Former Virginia Gov. Terry McAuliffe played a key role in bringing the project to Southwest Virginia, and the company has since invested over $20 million in state-of-the-art manufacturing equipment to produce towels and washcloths.

U.S. Rep. Morgan Griffith, R-9th, recently toured the facility and commended the company for its commitment to American-made products. “It’s good to see American products being made in the United States of America. They’re one of two in the country, so there’s a good chance, if you buy that, you’re buying from right here in Bristol,” Griffith said.

Despite facing challenges in a competitive international landscape, American Merchant is thriving. The plant currently employs over 50 workers and primarily operates Mondays through Thursdays. Plant Manager David Ortega noted that they have seen an increase in business over the last year and have started a weekend shift to keep up with demand.

Bleakie also mentioned the company’s focus on growing direct sales to consumers through E-commerce and partnerships with retailers like HSN and Sam’s Club. “Television marketing is the perfect way to tell the story about made in America and to talk about the quality,” he said.

With a commitment to using only U.S.-produced cotton yarn for its products, American Merchant is not only creating jobs in the community but also promoting American-made goods in the market. As they continue to expand their operations and reach more customers, the future looks bright for this local towel manufacturer.