JohnsonDiversey to integrate several brands
October 7, 2009
CHICAGO – Resulting from extensive research of channel partners and end users, JohnsonDiversey Inc. is integrating several of its channel brands, including Butchers and Johnson Wax Professional (JWP), under the brand Diversey, according to a press release.
According to the release, this change reflects the company’s previous announcement that it will adopt a simplified corporate name — Diversey Inc. — in early 2010, following the expected close of a transaction where private equity firm Clayton, Dubilier & Rice Inc. will make a substantial investment in the company.
The new portfolio will include products offered by JohnsonDiversey that have proven effectiveness and value in the marketplace, across key application areas and feature the same quality that customers expect, the release stated.
John Alexander, president of the Americas region of JohnsonDiversey, said: “This portfolio makes it extremely easy for end users and distributors to identify the best products to address specific cleaning and sanitation application needs. We carefully studied how our customers and end users choose our products to address specific application needs. These insights provided a clear understanding of the features, benefits and performance they value. We then updated our portfolio to deliver the best collection of products that deliver on those expectations. By eliminating redundancy in our SKUs, we will be able to more clearly communicate these benefits to our industry, as well as improve our service, efficiency and speed to market.”
This approach also streamlines the line of JohnsonDiversey products and provides clear points of difference across the portfolio, the release noted.
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