The acquisition is consistent with Kimberly-Clark’s strategy of growing its global consumer tissue business and provides the company with a strong platform to expand its market leadership in Central & Eastern Europe. Kimberly Clark operates under the brand names ANDREX®, SCOTTEX®, PAGE®, KLEENEX® and HAKLE® in Western Europe.
Commenting on the acquisition, Roberto Berardi, President of Kimberly-Clark’s Consumer Tissue business in Europe, said: “We see the purchase of Klucze as a natural extension of our tissue leadership in Poland and surrounding markets, which are some of the world’s fastest-growing tissue economies. Klucze’s strong local management, brand penetration and tissue manufacturing capability, combined with Kimberly-Clark’s proprietary technologies and advanced customer management skills, will drive exciting opportunities for long-term development in this market.”
The acquisition will allow Kimberly-Clark to offer customers and consumers in Poland a full portfolio of consumer tissue products, currently comprising a 29 percent share of the estimated US$165 million Polish consumer tissue market, including Klucze’s market-leading VELVET® brand. The acquisition will, in addition, strengthen Kimberly-Clark’s HUGGIES® diaper business, helping the company to meet the broader personal care needs of Polish consumers.
Marek Modzelewski, Kimberly-Clark’s General Manager of the Klucze business, added: “The investment in Klucze is a sign of Kimberly-Clark’s commitment to our employees, to our customers and to Poland, and I am looking forward to us sharing a successful future.”
Background information:
Kimberly-Clark Europe is part of Kimberly-Clark Corporation (NYSE: KMB), a $13.6 billion marketer of some of the world’s most trusted and recognized brands employing nearly 64,000 people worldwide. Its tissue, personal care and health care products are manufactured in 42 countries and sold in more than 150. Kimberly-Clark Europe is home to some of the most trusted and recognized household brands including ANDREX®, SCOTTEX®, HAKLE®, and PAGE® bathroom tissue, KLEENEX® facial tissue, HUGGIES® infant and child care products, KOTEX® feminine care products and POISE® adult care products.
The Klucze business manufactures bathroom and facial tissue under its VELVET® brand and feminine care products under the SUBTELLE® brand. Klucze has a consumer tissue market share of approximately 29 per cent and within this the VELVET® brand is one of the most recognized brands in Poland with a 70 percent consumer awareness rating (Euromonitor). Klucze currently has around 500 employees.
