06.10.11
Henkel is doubling production of Purex Complete Crystalsto accommodate demand for the product, the company announced yesterday.
In addition, the firm said that it will be suspending the production of the Tropical Splash line of Purex Crystals, one of three product varieties that Henkel currently offers, in order to mitigate the number of product shortages between now and August.
While Henkel is expecting to have this variety back in the marketplace by the end of summer, the company is taking this measure so it can focus all manufacturing efforts on producing and filling as many orders of the two other varieties in the near-term while providing a platform to expand to additional fragrance variants later.
Since its January 2011 U.S. launch, the crystal-form fabric softener has been an overwhelming success with consumers and, according to Henkel, has set off an unexpected buying frenzy akin to those typically seen in the consumer electronics or children's toy segments. Despite being on the market for less than 150 days, Henkel's Purex Crystals has already posted sales of nearly $20 million—tripling Henkel's in-wash fabric softener market share in the US and moving the Purex franchise from 7th to 3rd in the in-wash fabric softener segment in less than six months, the company said.
Henkel expects that the increase in production will allow it to have the marketplace fully replenished by August and until then is working with its retail partners to provide point-of-sale displays in stores where out-of-stock product shortages occur.
In addition, the firm said that it will be suspending the production of the Tropical Splash line of Purex Crystals, one of three product varieties that Henkel currently offers, in order to mitigate the number of product shortages between now and August.
While Henkel is expecting to have this variety back in the marketplace by the end of summer, the company is taking this measure so it can focus all manufacturing efforts on producing and filling as many orders of the two other varieties in the near-term while providing a platform to expand to additional fragrance variants later.
Since its January 2011 U.S. launch, the crystal-form fabric softener has been an overwhelming success with consumers and, according to Henkel, has set off an unexpected buying frenzy akin to those typically seen in the consumer electronics or children's toy segments. Despite being on the market for less than 150 days, Henkel's Purex Crystals has already posted sales of nearly $20 million—tripling Henkel's in-wash fabric softener market share in the US and moving the Purex franchise from 7th to 3rd in the in-wash fabric softener segment in less than six months, the company said.
Henkel expects that the increase in production will allow it to have the marketplace fully replenished by August and until then is working with its retail partners to provide point-of-sale displays in stores where out-of-stock product shortages occur.