(NOMINATION FOR 2014 AUREA AWARD): Henkel - New production facility for Bref cleaning products

The Henkel company has launched the production of Bref Duo Stick toilet fresheners in Krusevac. The new Bref Duo Stick production facility occupies a surface area of 1,800 square meters and is the only place in the world where this product is made. With the introduction of new technologies, this company will remain a leader in the supply of home cleaning products.

This investment is valued at EUR 5 million, and the factory in Krusevac employs about 40 workers. In less than a year, Bref Duo Stick achieved excellent results and is already exported to 15 countries.

Besides, it is important to underline the commitment and enthusiasm of the entire local team in Krusevac that implemented this project with the support of their regional and international colleagues from the Henkel group.

INNOVATION

Bref Duo Stick is a unique and extremely innovative new product in the portfolio of Henkel. Its innovation is reflected in its design and packaging as it has no plastic basket, which is its biggest advantage in terms of product sustainability.

The product is packed in a foil wrapping and a cardboard box – no plastic basket is used, so it is stuck directly to the toilet bowl to last until washed up completely (100% product utilization). Consumers get the best quality, owing to long-lasting cleanliness, hygiene and freshness.

Implementation of this project in Krusevac is the best example of performance in line with Henkel’s strategy: Outperform (boosting the potential in all categories), Globalize (focusing on regions with a high potential), Simplify (achieving excellence in processes), Inspire (strengthening the global team).

SOCIAL UTILITY

Krusevac and Serbia have got a global role because the factory in Krusevac is the only production facility of the Henkel group to make this product. In addition, it is important to emphasize the committment and enthusiasm of the whole local team in Krusevac that implemented this project with the support of their regional and international colleagues from the Henkel group.

The investment of about EUR 5 million in the new production facility in Krusevac shows a clear commitment of the company to this location and a great trust it puts into the local team.

This project and all future ones stress the strategic importance of Krusevac to Henkel’s global production network.

The new product contributes to the company’s sustainability strategy, reducing waste due to less packaging.

Henkel’s business sustainability strategy is very strict when it comes to water and power consumption and waste generation. The consumption of water and power has dropped 85 and 60 percent since 2006, respectively, whereas the generation of waste was reduced by 65 percent in that period.

Besides, by the standards of the European Union, Bref Duo Stick qualifies as an easily biodegradable product.

Its social utility is reflected in the creation of 30 jobs at the new factory. The newly built facility is designed according to the latest technology standards and is highly efficient. Mainly local suppliers participated in the adaptation of on-site infrastructure and the construction of this facility.

It is important to mention that Henkel operates in Krusevac in compliance with all relevant ISO standards, and they take a special pride in being the first in Serbia (in 2012) to adopt ISO 50001 standards for the integrated environmental protection management system.

FINANCIAL POTENTIAL

The innovative and high-quality nature of this product and optimized and highly efficient production process have contributed to an exceptional success of Bref Duo Stick, securing significant market shares.

Less than a year after the production in Krusevac started, Henkel exports Bref Duo Stick to 15 countries across Europe (including Russia and Ukraine) and counting.

The company firmly believes in the potential of this product and that it will find its way to the stores in all 19 export destinations of Henkel.

All these achievements have laid the foundation for the next significant investment in yet another highly innovative and successful Home Care product. As previously announced, the new factory should be put into operation in H2 2014 and employ additional 100 workers.

If the new production facility for Bref cleaning products opened by the Henkel company is your favorite for the investment of the year, you can vote for this nomination at the official website of the Aurea Award.