Platinum Equity Backs Norton Packaging for a New Era of Growth

LOS ANGELES, CA – January 09, 2026 – In a significant move highlighting investor confidence in essential industries, global investment firm Platinum Equity has announced a major investment in Norton Packaging, a family-led provider of rigid plastic packaging solutions with a legacy stretching back more than a century. The partnership is poised to accelerate growth for the Hayward, California-based manufacturer, blending its long-standing reputation for quality with Platinum Equity's deep operational expertise and capital resources.

Financial terms of the transaction were not disclosed. The deal ensures continuity for the historic company, as CEO Greg Norton and the Norton family will retain a significant ownership interest. Mr. Norton will continue to lead the business, steering it into its next chapter.

A Century of Containers Meets Modern Capital

Founded in 1901, Norton Packaging has evolved from a custom tool shop into a premier manufacturer of high-performance plastic pails and containers. Operating from production facilities in California, Indiana, and Georgia, the company serves over 600 customers across a diverse range of critical sectors, including paints and coatings, chemicals, food products, and lubricants. For generations, the Norton name has been synonymous with what the company calls "precision performance"—a commitment to quality, consistency, and customized solutions.

This deep-rooted heritage was a key factor in the partnership. "We have great respect for the Norton family and the business they've built over multiple generations," said Platinum Equity Co-President Jacob Kotzubei in a statement. "For more than a century, Norton has demonstrated a commitment to quality, consistency, and deep customer relationships. We believe that foundation, combined with the company's technical expertise and service-oriented culture, makes Norton an exceptional platform for growth."

For the Norton family, the decision to partner with a private equity firm was about finding a collaborator that respected its legacy while providing the tools for future expansion. The family's continued leadership and significant stake underscore a shared vision for the company's future.

"Our family has always believed in doing things the right way. That means putting customers first, investing in our people, and staying committed to manufacturing excellence," stated CEO Greg Norton. "Platinum's track record in the packaging sector and its experience helping family-led businesses grow give us confidence that this is the right partner for the next chapter in Norton's evolution."

Platinum's Proven Packaging Playbook

Platinum Equity, a global firm with approximately $50 billion in assets under management, is no stranger to the packaging industry. The firm operates under a trademarked "M&A&O®" (Mergers, Acquisitions & Operations) strategy, which involves not just acquiring companies but actively partnering with management teams to drive operational improvements and long-term value. This hands-on approach has been successfully applied across its portfolio of roughly 60 operating companies.

The investment in Norton Packaging fits squarely within a strategic focus on the resilient and indispensable packaging market. The firm previously owned BWAY, a major manufacturer of rigid metal and plastic containers, giving it direct experience in Norton's core market. Its current portfolio includes Growscape, a North American supplier of horticultural containers, further cementing its presence in related packaging verticals.

Platinum Equity's leadership sees a clear path to building on Norton's solid foundation. "Norton has built an impressive business with a loyal customer base, and we believe the company is well positioned for both organic and strategic growth," commented Platinum Equity Managing Director Nick Fries. He outlined a multi-pronged strategy for value creation, including enhancing operations, expanding manufacturing capacity, and pursuing targeted add-on acquisitions to broaden Norton's product capabilities and geographic footprint.

Navigating a Dynamic and Demanding Market

The investment comes at a pivotal time for the global rigid plastic packaging industry. Valued at over $240 billion, the market is projected to see steady growth, with some analysts forecasting a compound annual growth rate (CAGR) of over 4% in the coming years. This expansion is fueled by increasing demand from the food and beverage sector, the rapid growth of e-commerce requiring durable shipping solutions, and continued reliance from industrial segments.

However, the industry also faces significant headwinds, most notably a global push for sustainability. Regulatory bodies and consumers are demanding packaging solutions that are recyclable, contain higher percentages of post-consumer recycled (PCR) content, and contribute to a circular economy. This has spurred a wave of innovation in material science, including the development of advanced bio-based plastics, lightweighting technologies that reduce material use by up to 30%, and smart packaging features that improve traceability and reduce waste.

With Platinum Equity's backing, Norton Packaging is better positioned to invest in the research and development necessary to meet these evolving demands. The capital infusion could fuel advancements in sustainable materials and more efficient manufacturing processes, helping the company not only comply with new regulations but also gain a competitive edge by offering greener solutions to its customers.

The Path Forward: Capacity, Innovation, and Consolidation

The partnership between Platinum Equity and Norton Packaging is expected to catalyze a period of accelerated activity for the company. The stated goals of investing in the business and supporting innovation suggest a focus on upgrading Norton's manufacturing capabilities to enhance its hallmark precision and quality. This includes potential investments in automation, advanced molding technologies, and state-of-the-art graphic design and printing services to provide greater value to clients.

Furthermore, the plan to pursue add-on acquisitions signals a new era of strategic expansion. Such moves could allow Norton to quickly enter new geographic markets, add complementary product lines, or acquire new technologies, transforming it from a regional leader into a national powerhouse. This strategy is a common feature of private equity-backed growth and reflects a broader trend of consolidation within the fragmented packaging industry.

For Norton's diverse customer base, this new chapter promises a partner with enhanced capabilities and a wider reach, backed by an investor committed to operational excellence. By combining a century of manufacturing integrity with a forward-looking strategy for growth and innovation, Norton Packaging appears set to reinforce its essential role in global supply chains for decades to come.