Housewares Wrap-Up: Butler Knows Brands

Butler Home Products has a long relationship with Mr. Clean and Dawn, two names it has long licensed from Procter & Gamble and used to build sales in the stick-goods category. Now the Marlborough, Mass.-based company is adding products to its line to reach different demographics and give existing customers more to consider. 

"We have had a 10-year relationship with Procter & Gamble that has really altered the face of our business and helped to expand our presence with retailers," said Michael Silverman, vice president of marketing, Butler Home Products. "Now, we are offering more products to complement the Mr. Clean and Dawn licensed brands and target a younger demographic."

Among those new items is Love 2 Clean, a line of stick goods which will be available in the summer and priced between $2 and $4. Silverman said the line is designed for off-shelf promotions such as clip strips and J-hooks. "It is designed to make the category fun," he said. "People love to clean and this will help them."

Silverman said that on-mop cotton is the number one preferred material to use when cleaning. Butler has created a cotton-cone mop that allows the user to twist out the water in one motion. 

Butler is also unveiling the Mr. Clean super mop with a magic eraser. It features a twist mop and a magic eraser scrubber. Consumers who purchase the mop can also get a free Mr. Clean magic eraser sponge two-pack.

Mr. Clean Super Mop with Magic Eraser


HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


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