Attractive brands

Our Laundry & Home Care business unit was considerably strengthened by the acquisition of The Sun Products Corporation in 2016. As a result of this acquisition, Henkel became the second-largest laundry products supplier in North America – the world’s biggest laundry care market.

At our research facility in Trumbull, Connecticut, USA, Jens-Martin Schwärzler (2nd from right), President Henkel Consumer Goods in North America, discusses the innovations in our joint portfolio with Bibie Wu, Marketing, Head of Laundry Conditioners and Home Care, and Charles Crawford, Ph. D. (left), Vice President Product Development. Right: Senior scientist Michael Crisanti.

In our photo: At our research facility in Trumbull, Connecticut, USA, Jens-Martin Schwärzler (2nd from right), President Henkel Consumer Goods in North America, discusses the innovations in our joint portfolio with Bibie Wu, Marketing, Head of Laundry Conditioners and Home Care, and Charles Crawford, Ph. D. (left), Vice President Product Development. Right: Senior scientist Michael Crisanti.

North America is Henkel’s largest market. We generate around 25 percent of Group sales there. The acquisition of Sun Products constitutes a significant milestone for Henkel in North America and is, moreover, of enormous strategic importance for our Laundry & Home Care business unit.

The strong and attractive brands of Sun Products – such as All and Snuggle – and laundry detergent brands for leading retail chains complement and strengthen our attractive product portfolio in the world’s biggest laundry care market. By combining the businesses, we will be able to better leverage our capacity for innovation and further improve the services we offer our customers and consumers.

During the course of 2017, the consumer goods businesses of Henkel and Sun Products are to be merged into – and managed from – a new shared site in Stamford, Connecticut, USA.

This acquisition strengthens our existing laundry and home care portfolio with well-known and successful brands in North America. The Sun Products Corporation brands enable us to further leverage our innovation leadership and increase our relevance to trading partners. We see excellent opportunities for our combined businesses to serve our customers and consumers even better.

Henkel in North America

North America is one of the most important regions for Henkel, and the USA accounts for the highest sales globally. Henkel operates with all three business units in the region: Adhesive Technologies, Beauty Care and Laundry & Home Care. Henkel’s portfolio in the USA covers a wide range of well-known consumer and industrial brands including Loctite adhesives, Schwarzkopf hair care products for retail and professional customers, Dial body care as well as Persil and Purex laundry detergents.

In fiscal 2016, Henkel generated total sales of more than 4.2 billion euros in North America. Over the past decades, the business in the region has been continuously strengthened through successfully integrated acquisitions, e.g. Loctite, Dial, National Starch’s adhesives and electronics businesses as well as the hair professional companies Sexy Hair, Kenra and Alterna.

Acquisition and integration of The Sun Products Corporation

To integrate The Sun Products Corporation into the Henkel Group, an interdisciplinary team of representatives from core areas of both companies was formed to work on numerous individual projects. Integration is expected to be completed toward the end of 2017.

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2/16/17

Interview with Jens-Martin Schwärzler

Jens-Martin Schwärzler, President Henkel Consumer Goods North America, talks about the importance for Henkel of acquiring The Sun Products Corporation.

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2/16/17

Interview with Bibie Wu

Bibie Wu, Vice President Marketing Laundry & Home Care North America, talks about the integration of The Sun Products Corporation into the Henkel Group.

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Further information about the acquisition

Image Gallery

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Open Slideshow Researchers are looking at the phase stability and clarity of the formula.

Camile Gomes and Bernard Hill look at the phase stability and clarity of a formula.

Open Slideshow Researcher is using Gas Chromatography/Mass Spectrometry to test perfumes on fabric.

Gustavo Palacios uses gas chromatography/mass spectrometry to test perfumes on fabric.

Open Slideshow Researcher is performing a dilution of fabric softener.

Camile Gomes performs a dilution test on a fabric softener.

Open Slideshow All Stainlifters Oxi

All Stainlifters Oxi.

Open Slideshow Purex Dirt Lift Action

Purex Dirt Lift Action.

Open Slideshow Snuggle Exhilarations

Snuggle Exhilarations.

New brands in Henkel’s portfolio

Henkel has acquired leading laundry care, fabric softener and detergent brands – including All and Snuggle – for the North American market.

Snuggle is the first fabric softener in Henkel’s portfolio in the region. The All brand is well-known in North America for its broad range of detergent products. Get to know spots of both brands on YouTube:

Persil ProClean Super Bowl® commercial

The Laundry & Home Care business unit has been active in North America with well-known brands, such as Purex or Renuzit, for many years. The Persil brand, which has been well known for more than a century, has been available in the USA since early 2015 in the form of Persil ProClean.

When the major event in American Football – the Super Bowl® – was held for the 50th time in the USA, Persil ProClean was there! Henkel’s premium laundry detergent surprised 100 million+ viewers with a new commercial. While the Denver Broncos and Carolina Panthers provided excitement and entertainment on the pitch, super hero “The Professional” was fighting stubborn stains.

Persil ProClean released another TV commercial during Super Bowl® 51 on February 5, 2017.

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2/7/16

Persil ProClean commercial at Super Bowl®

Watch here the TV spot of Persil ProClean, which made its premier at the Super Bowl®.

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2/7/17

Persil® ProClean® Big Game Commercial - Science of Clean: 10 Dimensions

The Professional and Bill Nye “The Science Guy” explore the Science of Clean with Persil ProClean’s new formula that delivers an impressive 10 Dimensions of Clean.

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