Online Exclusives

Clorox Dives into a New Category

By Christine Esposito, Associate Editor | September 30, 2013

Private label firm KIK Custom Products is taking Clorox, one of the most well known brands in household care, into a new consumer lifestyle category.

Come on in, the water’s just fine—or better yet, void of any major brand. That’s how executives at KIK Customer Products Inc. and Clorox view the pool and spa category—and the pair has teamed up to create Clorox Pool&Spa, a new line that will address the care and maintenance needs of pool and hot tub owners nationwide.

According to SBI Energy, the US market for swimming pool equipment and maintenance products was valued at more than $3.4 billion in 2011, covering items such as chemicals, cleaners and maintenance products as well as wide range of hardline products (heaters, covers and pumps) and more. These essentials can be purchased at many outposts from national retailers to home improvement box stores to independent pool and spa retailers.

But with no “comprehensive, fully assorted pool and spa care programs with a national consumer brand in the marketplace today, Clorox and KIK saw an opportunity to enter the category with Clorox as a trusted premium brand,” Doreen Gormley, SVP-business development, KIK Classic, KIK Custom Products Inc., told HAPPI. “The Clorox Pool&Spa program will deliver on Clorox brand values in this new lifestyle category; it will be attractive to retailers and compelling to consumers.”

The collection, which is set to debut at US retailers sometime in 2014, will include a full assortment of pool and spa care products like chlorinating SKUs, algae care and tile cleaners as well as accessories.

While Clorox may be new to the pool and spa business, KIK has gotten its feet wet in the category. The firm entered the pool care business in 2011 with the acquisition of Chem-Lab Products Inc.  Currently, KIK manufactures and sells Kem-Tek brand pool products in the US.

KIK Custom Products’ US subsidiary, Easy 1 2 3 Pool Care LLC, will be responsible for manufacturing, marketing and distributing the Clorox Pool&Spa product line.

The Clorox accord is limited to pool and spa chemicals and accessories under the Clorox Pool&Spa brand in the US and Canada. All other Clorox and KIK business interests and operations will remain separate in all respects, according to company officials.

In addition to its pool-related business, KIK manufactures an extensive range of bleach and household cleaning products for the private label programs of some of North America's leading retailers. It also markets a number of its own brands to meet the specific needs of small to medium-sized retailers, institutions and consumers. Those include Top Job, Pure Bright, Arctic White, Arctic Bright, Blanco Bleach and Hi-lex.
According to Gormley, the Clorox Pool&Spa range is designed to grow the category through “genuine consumer insights, simplifying assortment and purchase decisions, and meaningful innovation.”

Gormley noted the strengths each firm brings to the table. She commented, “KIK has pool and spa care capabilities and category experience; Clorox has iconic national brand recognition and heritage in the cleaning space.”
  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.

  • Slow & Steady

    Slow & Steady

    Tom Branna, Editorial Director||December 1, 2016
    In a tumultuous environment, steady gains posted in the industrial and institutional cleaning sector are welcomed.

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • The Top Stories of 2016

    The Top Stories of 2016

    December 26, 2016
    The companies and topics that grabbed headlines and your attention this year.

  • Coming Clean on a Host of Issues

    Coming Clean on a Host of Issues

    October 17, 2016
    Cleaning Products Conference is set for Nov. 9-11, 2016 in Washington DC.

  • Long Term Sustainability In the Nonwovens Market

    Long Term Sustainability In the Nonwovens Market

    August 23, 2016
    Learn more at Cleaning Products USA, Nov. 9-11, 2016

  • The Butler Does It

    The Butler Does It

    August 15, 2016
    A new green cleaning product at your service.

  • Red, Black & Blue

    Red, Black & Blue

    August 8, 2016
    No matter who wins the US Presidential election, Americans expect their finances to get bloodied and bruised in 2017.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products China.

  • A Frosch Start in the US

    A Frosch Start in the US

    Christine Esposito, Associate Editor||January 18, 2016
    A trusted eco-savvy German household cleaning brand is now available in America.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • Miami Clean Machine

    Miami Clean Machine

    Christine Esposito, Associate Editor||December 28, 2015
    EMG Cleaning Systems is expanding its presence in I&I cleaning.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • A New Kind of Hero

    A New Kind of Hero

    Tom Branna, Editorial Director||September 14, 2015
    An upstart household product company puts a new spin on the idea of home cleaning.

  • An Emotional Mess

    An Emotional Mess

    June 15, 2015
    Clorox teams with Pixar to explore the Gestalt of spills, germs and other household messes.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • Which Way, M&A?

    Which Way, M&A?

    Tom Branna, Editorial Director||March 23, 2015
    Personal care is an attractive end-market for chemical companies due to an above GDP growth rate and higher margins.

  • Personal from the Start

    Personal from the Start

    Christine Esposito, Associate Editor||February 23, 2015
    Backgrounds in e-comm and CPG help when building a new business, but for Puracy’s founders, the launch of their household and personal care brand was driven by personal need.

  • Top Stories from 2014

    Top Stories from 2014

    January 6, 2015
    Cleaning for a Reason hit home with visitors in 2014.

  • Name Dropper

    Name Dropper

    Jeremy Kerstetter, Assistant Editor||January 5, 2015
    Butler teams up with P&G, Clorox and others.

  • Cleaning for a Reason

    Cleaning for a Reason

    September 18, 2014
    This charity is changing the lives of cancer patients, one room at a time.

  • Man Up

    Man Up

    Christine Esposito, Associate Editor||September 15, 2014
    Zep's new Blue Energy Shower Gel is designed for men who need to clean up after—not before—work.

  • That

    That's Boss!

    Christine Esposito, Associate Editor||August 18, 2014
    Nice-Pak taps home renovation expert to pitch Grime Boss cleaning line.