Freudenberg Household Products

Not entirely unexpectedly, competition was stiff: when Freudenberg Household Products launched an innovative cleaning system under the vileda® brand last year called “Rapid AttrActive” and featuring an integrated water tank on the handle, it was not long before three major competitors were already presenting similar products. Vileda was the only manufacturer to market the new floor cleaning system throughout Europe, and thus established European market leadership in this segment with a share of 38 percent. Overall, Vileda holds a share of over 19 percent on the European market for mechanical household cleaning products.

The sluggish economy had little effect on demand for cleaning products in the core markets of Europe and the USA, where growth averaged 3 percent. Freudenberg Household Products recorded above-average growth in both Divisions, with growth in the Consumer Division slightly higher than in the Professional Division. The company therefore expanded its strong position on the European market and, through the acquisition of O’Cedar, became the clear market leader in the USA. O’Cedar, a manufacturer of household cleaning equipment registered in Springfield/
Ohio with a tradition spanning almost 100 years, filed for insolvency in August 2003. The company will be integrated in Freudenberg Household Products Ltd., Northlake/Illinois.

Through the acquisition of the laundry care business of Hailo, Haiger/
Germany, Freudenberg Household Products has substantially strengthened its activities in this market segment. The company will now be offering outdoor and indoor clothes driers and high-quality ironing boards.