The Rockwell Collection

Willard F. Rockwell Jr., chairman of Rockwell International Corp., has a hard act to follow. His father, 85, was founder of the diversified manufacturing company (aerospace, electronics, auto parts, etc.) that is now one of the nation's largest industrial concerns, with sales that should top $3 billion this year. Like many another dutiful son, the younger Rockwell, 59, is trying to live up to Dad's expectations by marrying well. Last week he announced a deal to acquire Admiral Corp., a major producer of television sets and other appliances. It was his third strategic merger in a year.

The first was with Rockwell Manufacturing Co., a separate firm started by his father in 1925 that last year was a $328 million maker of meters and power tools. The next was with Collins Radio Co., the Texas-based communications-equipment manufacturer that did $350 million in business last year. Now, in a complicated swap of stock worth about $100 million to Admiral shareholders, Rockwell--an in tensely hardworking, much-traveled man whose friends call him "Al"--is picking up a corporation with sales of $469 million.

Why is Al Rockwell collecting all of these companies? "We have always looked for firms that can utilize Rock well International's technology," he ex plains. Another way of putting it is that Rockwell had put too many of his egg heads in one basket. Most of the company's engineers used to be engaged in Government space and defense projects.

But these high-technology federal programs have been winding down, and Rockwell has been shifting the researchers to developing such products as pocket calculators and computerized truck brake systems. With the three latest acquisitions, Government contracts will be shrinking from roughly half of Rockwell International's business last fall to just under one-third. Says Al Rockwell: "Admiral is not the end-all merger, but we do feel that we will now have a balanced, well-rounded organization."

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