Baseball caps or knit hats fall in the “wants or needs” list of life somewhere between a red sports car and oxygen. Many people, especially men, wouldn’t be found in public without a cap or hat topping their body, while others might only wear one while hunting, working in the sun, or braving the cold of winter. But for a segment of the population who wants or needs a cap or knit hat, there’s a company in Fredericktown who fills that desire.

Cap America began operations in 1985. Founder Phil Page started production in a converted grocery store. The company would later be moved into a city-owned building, with assorted operations in other nearby buildings. Then, in 1992, Page built a 100,000-square-foot manufacturing and warehousing facility which continues to serve to keep operations under one roof. The offices and plant is located at what is now known as #1 Cap America Drive in Fredericktown. But that wasn’t the end of the “growth” story of Cap America ... it was only the beginning.

In recent years the market share enjoyed by Cap America has continued to grow at an exceptional rate. President and COO Bruce Watson attributes the impressive growth to five factors — the top one being the best customer service in the industry. Another key factor to staying on top of the headwear industry is consistent delivery. Anessa Fritch, director of Sales and Marketing, boasts a turnaround time of 4.75 days from the time an order was placed until it was delivered during 2007.

Cap America produces custom embroidered headwear in lots ranging from a minimum of 48 pieces upward to thousands of pieces. The customer base includes everyone from small businesses and Internet startups to top national and international firms and retailers. In 2006 the company began targeting the golf industry with a new division known as Cap America Golf: Headwear for the Game.

STAYING ON TOP

Watson does not mind telling that Cap America has seen steady growth for the past three years with 2007 being “exceptional”. All indications are that growth in 2008 will be much the same. The company employs about 170 people — 35 in office positions, 135 in design, manufacturing and shipping — with an additional 27 separate representatives devoting their efforts to sales in all 50 states. All aspects including the purchasing department, business offices, corporate headquarters, assembly, embroidery and shipping are housed under one roof. Additionally there is a small office in California, as well as a buyer operating from an office in China.

The company produces and supplies both imported and domestic headwear. About 80 percent of all inventory handled annually is imported prior to being embroidered in the Fredericktown plant. The remaining 20 percent is made on site before being embroidered, packaged and shipped. Imported headwear is customized after being received fully assembled. Caps made at the plant are embroidered prior to being sewn together.

Watson explains that even though a majority of the headwear sold by Cap America is imported, the bulk of the cost of producing each cap still is derived domestically — right there in Fredericktown. All hats and knitwear are embroidered in-plant to maintain quality control over the key step. That combined with the blocking, packaging and shipping means roughly 60 percent of the cost per piece is kept at home.

The company offers seven different categories, or programs, of caps with countless variations and options. The categories include: C.A.P. Brand, Classic, Value, Camouflage, Cap2, Custom Overseas, and Made In The USA. Knit headwear comes in two categories: iKnits (international offerings), and USA Knits.

THE PROCESS

Producing a “baseball-style” cap is a series of detailed steps. It all starts with doing any embroidery needed on the individual sections of what will eventually form the crown of the cap. That might mean adding a logo to the front, stitching around the small eyelets in the pieces which will form the sides and back, or adding a logo or name across the back, on the side panel, on a back panel or running along the fabric adjustment strap.

The next step is sewing the fabric sections together. Then the “tape” is added to cover the seams. Meanwhile the insert is sewn into the visor. Then the visor and band are sewn onto the cap. Part of that step includes adding the adjustment strap.

Caps built overseas and imported arrive completed to this step in the process. Imported pieces are embroidered on a different type of machine which holds the cap in its final shape and applies stitches where desired. That differs from American made caps which see embroidery and embossing applied to flat pieces before assembly.

Once a cap is built and embroidered, regardless of its origin, it is steam “blocked” to a more eye-pleasing shape, boxed and shipped. One thing Watson says has greatly increased customer service in recent years has been a significant change in the amount of product kept on hand. Combined with constantly improving processes, that has factored in to cutting production and delivery time to one of the best in the headwear industry.

WOVEN IN QUALITY

A separate but related product produced by Cap America is knit headwear and scarves. Made in the Fredericktown plant, the iKnits and USAKnits brand product line combines a wide array of options in knit caps, ear bands and scarves. Hats can be purchased with stripes, cuffs or fleece lined. Scarves come with or without fringe in a variety of weights. All knitted products come in a variety of colors and can be embossed with an embroidered logo or customer-supplied emblem.

NEW TWIST ON OLD THEME

The popular bywords these days are “Go Green”, symbolizing a push for eco-friendly products and alternatives to seemingly everything a person does, wears or uses in the course of living life. That attention to treading lightly and giving back to nature has not passed over the headwear industry. To meet the coming demand, Cap America recently introduced it’s “Organic®” cap.

The new cap alternative is being offered in four colors initially. The body of the cap is cotton grown in a pesticide-free environment. The stiff insert in the visor is made from recycled plastic, And the button that tops the cap is made of metal which contains no lead. All four color choices are derived from eco-friendly dye processes.

Cap America introduced the new Organic® cap at the ASI show, a trade show, in Orlando, Fla., recently. Fritch admits it’s not the only eco-friendly cap being offered in the United States, but it ranks as one of the first and one of the best on the market.

TO TOP IT ALL OFF

Cap America could honestly be considered a 23-year overnight success. Page and his many dedicated employees began working hard to carve out a respectable market share in the U.S. headwear industry in the mid-1980s. But still, two-and-a-half decades later, they have the sharp, glossy professionalism of a cutting-edge new company. Their marketing and delivery is constantly being improved and reinvented to reach beyond their closest competitors, while their understanding of materials and product management benefits from their lengthy tenure in the business.

Watson credits the company’s employees as being one of those “Top 5” reasons for the company’s success he often speaks of. To their dedicated efforts he gladly tips his hat, or ... cap, that is! $$

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