The Wizard of Ozite

It was a classic case of a company that needed to find a better mousetrap --for the second time. Chicago's American Hair & Felt Co. introduced felt carpet underpadding in the '20s and cornered the market, but in the early 1960s it was nearly trampled by the consumer stampede to sponge rubber. Today the company, renamed Ozite Corp.,/- is bounding back. Sales rose from $11.7 million in 1964 to $18.8 million last year, and are expected to reach $35 million in 1966. Earnings quadrupled to $892,000 along the way. Ozite's better mousetrap: indoor-out door rugs.

Made of polypropylene fiber, a common petroleum byproduct, Ozite Town 'N' Terrace carpet does not absorb moisture, resists acids, grease, mildew, children and dogs--and can be cleaned by a simple hosing down. Originally intended mainly for patios, Ozite is spreading to schools, supermarkets, kitchens, and is carpeting yachts gunwale to gunwale. Dyed cardinal red, it was used last year to cover the altar set up in Yankee Stadium for Pope Paul's visit. Hoping that consumers will think up more tasks for the product, admen have settled on a simple slogan: "Use your imagination."

Ozite is now shipping 1,000,000 sq. yds. a month (retail price $5 per sq. yd.) and expanding production 50% this year. Viewing the recovery of his company, which was founded 100 years ago as a tanners' cooperative, President Richard Kimmel vows: "We won't make the same mistake again by holding on to one product line and saying this is it." Kimmel has already added a foam-backed carpet for indoor commercial use, will doubtless find some way to move Ozite carpets into the living room.

t After ozone, which is used to give its felt underpadding a fresh smell.

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