They relaunch very useful as a cleaning articles brand

Useful was born as a television program in 1984 and became an Argentine emblem of the 1990s.With the female audience as an ally, the brand entered thousands of homes with content and products destined at the housewife and family.

He published books and VHS of cooking, decoration, clothing and crafts manufacturing;He created the useful boutique in Buenos Aires and seven other provinces, where crafts and souvenirs were sold;launched the useful appliances line useful;and even made six editions of the Useful Expo, visited by more than one million people from all over the country.

In 1996, he launched the useful cable channel satellite and 15 magazine titles, until in 2007 the signal was sold to Fox Latin American Channels and was renamed Fox Life in 2013, expanding its coverage outside Argentina, with presence in AmericaLatina and the United States.

Last week, the plot clothing brand informed 50 employees of its premises located in the main shopping and country that were fired for "Force majeure" reasons.

But the popular brand already has a new owner.The Bachelor of Business Administration and Master in Project Evaluation Carlos Schilling acquired the brand at the end of 2018, through the Clean Solution S Commercial Company.A., and made an initial investment of $ 20 million for the start -up of the project.Although it retains its original logo, it renamed it very useful home, since it is now dedicated to the sale of cleaning items.

"Two years ago, we started working to value this endearing brand for many Argentines, in disuse and with great potential.In 2018, we began to devise the return of useful, which quickly ceased to be an illusion and became a reality, "says Schilling, who previously worked at the General Business Bank (BGG) and serves as president of Clean Solution.

The objective is to create a complete product basket over time.Currently, the brand markets four articles and provides to finish 2020 with a turnover close to $ 100 million.The first two who took the market last year were liquid soaps to wash clothes, one formulated with optical bleaching and another formulated with a smoothness, which come in different formats (400 ml economic pack.800 ml bottle.and drum and give three -liter pack).40 days ago, a line of two softeners joined, also with different presentations.

"With these items, we already encompass the Laundry category.We have planned the incorporation of new products every six months to offer a complete kit of cleaning items that are required at home.Soon, we will launch two detergents.One oriented to daily consumption and another for dishwasher, more premium, "says Schilling.

The very useful home portfolio is marketed in Cencosud hypermarkets, local supermarkets and through distributors."As a strategy, we first decided to dump the products in regional supermarkets and local wholesalers.Inside the country, acceptance was almost immediate.The first region we arrived was the NOA, precisely to Jujuy, Tucumán and Santiago del Estero.Then, we expand to the coast, Cuyo and the Center, "describes Schilling.

"Together with Jumbo, Disco and Vaa, actions were designed that gave us a strong impulse and the opportunity to validate the value of the brand with the products and quality.Thus, we managed to strengthen ourselves on the channel and achieve satisfactory results in record time, "says the president of the firm.

In a few months, very useful home became a strong player in the category.According to Schilling, the brand has a monthly growth of between 5% and 10% of the share and an increase in sales between 12% and 15% per month.

Bet on an average segment, with competitive prices in relation to those of leading brands. "Los valores se encuentran un 30% por debajo de los de marcas top (como Skip, de Unilever, y Ariel, de Procter & Gamble) y en línea con los de las segundas marcas de estasmultinacionales, como Ala, Ace, Drive y Zorro", explica.

The entrepreneur says that the coronavirus pandemic did not alter the company's plans."We have an elaborate proposal and a way to follow already designed.We could have taken advantage of the context to launch articles as disinfectants, but that was not the intention, but to continue with the work done so far.Beyond the changes imposed by the situation, everything is still according to the planned, "he says.

However, the firm had to adapt to quarantine.Of the 60 direct workers he has, 55 meet tasks at the plant located in Villa Rosa, in the Buenos Aires party of Pilar.Today, only half of the staff is active, with two shifts."Operatively, it is a complicated situation, but we maintain the activity," says Schilling, adds that "March closed with good numbers".

"Sales in the third month of the year were a separate chapter.In April, they stabilized a little.But, by inertia, there was a positive drag, due to the fever of consumption that was unleashed.The greatest movement in supermarkets gave us the opportunity for many consumers to know us, "he says.

In the future, very useful home will have a virtual store."The marketing model will be through a subscription with a monthly fertilizer.The idea is that the user receives at home a box of cleaning items, "Schilling details."But for that, first you have to finish developing the product basket," he concludes.