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A new multiyear trademark licensing agreement to expand presence in the $1.1 billion US air purifiers and filters category.
April 21, 2022
By: Christine Esposito
Editor-in-Chief
Hamilton Beach Brands, Inc. is rolling out a new line of premium air purifiers under the Clorox brand name as part of an exclusive multiyear trademark licensing agreement with The Clorox Company. The product launch is one of many steps Hamilton Beach Brands says it is taking in 2022 to expand its presence in the fast-growing, multibillion dollar home health and wellness market. “We are confident that our experience as a leader in the air purifier market, combined with the trusted and well-known Clorox brand name, will be a winning combination for providing consumers with premium product offerings,” said Scott Tidey, senior vice president, consumer sales and marketing, Hamilton Beach. Hamilton Beach Brands has been in the home environment market since 2000 through its TrueAir line of air purifiers and odor eliminators. According to The NPD Group, the US market for air purifiers and filters in 2021 was approximately $1.1 billion. The category more than doubled in size in 2020 compared to 2019 during the first year of the covid-19 pandemic. Hamilton Beach contends consumer needs for improving indoor air quality, driven by stronger and longer allergy seasons, the impact of weather events including wildfires, and heightened interest in overall health and wellness, are expected to drive the continued growth of air purifiers. The new air purifier models that are available now include a Clorox Large Room True HEPA Air Purifier and a Clorox Tabletop True HEPA Air Purifie and replacement filters; they are available on Amazon, Walmart.com and Target.com. A medium room unit and three connected models under the Clorox brand that will use the Alexa app and voice integration services are to follow.
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