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V O L . X X V I N O. X I S M A L L B U S I N E S S Together with manufacturing part- ners including American Roots, it's now making 50,000 shields a week. Hospital clients include the Dana Farber Cancer Institute in Massachusetts, as demand grows from businesses including banks, barber shops and hardware stores. To fulfill an order for 500,000 face shields from the Maine Center for Disease Control, it's teamed up with L.L.Bean and expects to double its workforce a second time, to 16. While that may seem like strange territory for a wallet maker, the compa- ny's chief operating officer and president of sales doesn't think so. "For the last nine and a half years, we've been preparing for this unknow- ingly. From Day One, we've always said we'd put egos to the side and listened to what our customers need and been flexible in our processes," says James Morin, who joined the company in 2016. "We were well-prepared based on our experience." He says that changing course was not only the right business decision for Flowfold, but "was the moral and ethical thing for us to do." "It kept our team employed and insured, and helped to keep our community safe," he adds. "at should be the focus." In making the new equipment, Flowfold is using an automated cutting machine funded in part by the Maine Technology Institute, whose President Brian Whitney says, "ey are a won- derful example of a success story borne out of Maine's innovation ecosystem." Among the challenges in the new circumstances: Ensuring product safety in line with Maine CDC guidelines and employee safety with proper pro- tection and physical distancing in an expanded space that includes portable office trailers. "It's not luxurious by any stretch of the imagination," Morin adds. "Everyone is rallying around a cause that's bigger than ourselves." 'Crazy' growth at American Roots American Roots had a rougher ride before its pivot, forced to close its fac- tory inside the Dana Warp Mill for two weeks and lay off 80% of its 27 employ- ees, most of whom are new Mainers. ey all returned when the factory reopened, joined by 10 new colleagues, to make face shields for Flowfold in MANUFACTURING Startup restarts Mission-driven pivot sparks growth spurt at two niche textile makers Q uick on their feet when COVID-19 broke out, niche textile manufactur- ers Flowfold and American Roots have reinvented themselves as makers of per- sonal protective equipment for healthcare workers and others. at's helped them not only keep staff on the payroll, they're also adding jobs and growing. Both are young companies with well-established brands: Gorham-based Flowfold as a maker of lightweight wal- lets, bags and other outdoor gear out of recycled sailcloth, and American Roots as a producer of 100% American-sourced, union-made apparel. Childhood friends and University of Maine classmates Charles Friedman and Devin McNeill founded Flowfold in 2010, while husband and wife Ben Waxman and Whitney Reynolds started American Roots in 2015. As they've built their companies, both have made missteps they've learned from and speak openly about, like when Flowfold goofed on the size of Japanese wallets, or bad fabric that cost American Roots $250,000 last year in what Waxman calls a "gut- check moment." e COVID-19 crisis has been the ultimate gut check for both firms, which shifted gears quickly to stay afloat — and relevant. First out of the gate was Flowfold in late March, with an email to MaineHealth asking what was needed. "We need everything" was the answer. Eight days later, Flowfold had the first 1,000 shields ready, using a design vetted by MaineHealth infectious disease specialists. Business pivot case studies The pandemic has turned into an epiphany for numerous Maine businesses from manufacturers to food producers that have had to switch gears on the fly. Here are success stories from two sectors. B y R e n e e C o r d e s F O C U S American Roots American Roots, founded by husband- , founded by husband- wife team wife team Ben Waxman Ben Waxman and and Whitney Whitney Reynolds Reynolds in 2015, is making protective in 2015, is making protective face shields and washable cloth masks face shields and washable cloth masks at its factory inside Westbrook's at its factory inside Westbrook's Dana Dana Warp Mill Warp Mill building. They aim to be up building. They aim to be up to 110 employees by June 10. to 110 employees by June 10. Flowfold Flowfold is busier than ever is busier than ever after an eight-day turnaround after an eight-day turnaround from making high-tech wallets, from making high-tech wallets, bags and accessories out of bags and accessories out of recycled sail cloth to making recycled sail cloth to making face shields for a growing list face shields for a growing list of customers. of customers. P H O T O S / C O U R T E S Y O F A M E R I C A N RO O T S P H O T O / C O U R T E S Y O F F L OW F O L D M AY 1 8 , 2 0 2 0 22

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