The closure of International Paper’s Georgetown mill, which represented approximately 5% of US fluff pulp production, has sparked renewed interest in the underlying drivers of change within the fluff pulp sector. While it might be tempting to view this move as part of a larger market correction due to factors such as oversupply, the data suggests a different story. The shutdown is more accurately seen as a strategic decision tied to cost optimization and shifting corporate priorities rather than a response to excess global capacity. Contrary to the notion of global oversupply, fluff pulp capacity has remained relatively stable over the past decade. …The closure underscores a confluence of evolving cost structures and operational realities. Older sites like Georgetown, face growing challenges from energy costs, labor, and environmental compliance. Georgetown ranked among the highest-risk fluff pulp mills based on cost position and technical age.