The former FLSmidth Cement division has officially been renamed Fuller Technologies, marking a new chapter in the company’s history following its acquisition by Pacific Avenue Capital Partners. The sale was completed on 31 October 2025, with the rebranding announced publicly in early November.

The divestment included the full scope of FLSmidth Cement’s operations — encompassing intellectual property, technology, personnel, manufacturing facilities, and global sales and service networks.

The new name revives a significant part of the company’s industrial heritage. The Fuller Company, originally based in Pennsylvania, dates back to the mid-19th century through the McKee-Fuller Foundry Company. It gained prominence in the 1920s with the introduction of the Fuller-Kinyon pump, a pneumatic screw pump that revolutionized the handling of pulverized materials and became widely used in cement conveying. Fuller later acquired Traylor Engineering in 1959, before being purchased by FLSmidth in 1990.

Industry observers note that Pacific Avenue’s decision to restore the Fuller brand highlights the firm’s emphasis on American industrial roots. In 2024, the United States represented FLSmidth Cement’s largest single market, accounting for 24% of total revenue. Other key markets included Denmark (14%), India (11%), Indonesia (9%), Brazil (8%), Türkiye (7%), and China (7%), with additional income from exports elsewhere.

The strategic focus on a U.S. identity may also reflect market positioning. While Chinese suppliers have become dominant players in global cement equipment manufacturing since the 2010s, the U.S. market remains largely supplied by Western firms. Recent clinker production lines in Indiana, Alabama, and Texas have all sourced major equipment from German-based suppliers such as thyssenkrupp and KHD.

The rebranding also comes amid broader shifts in the global cement industry. Western multinationals have refocused their operations toward the U.S. market, exemplified by CRH’s acquisition of Ash Grove in 2018 and Holcim’s 2025 spin-off of Amrize. Recent trade policies — including provisions under the Inflation Reduction Act (2022) and renewed tariffs introduced in 2025 — have further strengthened domestic industrial incentives.

With the U.S. cement market now the third largest in the world and carbon taxation still distant, analysts expect steady demand for new clinker production capacity. A supplier with a strong American heritage and local manufacturing capabilities could benefit from these conditions, both in competitive positioning and tariff cost reduction.

While Pacific Avenue’s long-term strategy for Fuller Technologies remains undisclosed, industry commentators suggest the private equity firm may seek to enhance the company’s market value for potential future restructuring or resale.

Fuller Technologies will continue to operate as a multinational entity with offices across Europe, India, China, Brazil, Thailand, the UAE, and the United States.

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Photo: https://www.linkedin.com/company/fullertechnologies/