This series of cases focuses on Malden Mills' strategy for rebuilding its Lawrence, Massachusetts, plants following a catastrophic fire in 1995. Through an analysis of the history of the Feuerstein family's successful management style in the supposedly dying New England textile industry, the case illuminates a unique and consistent corporate identity based on ethics, public relations, and iron-willed determination. See also the B, C, and D cases (UVA-E-0126, UVA-E-0127, and UVA-E-0128).