Eveready inks distribution deal with US-based manufacturer

Eveready East Africa Ltd has partnered with Clorox sub-Sahara Africa Ltd – a regional subsidiary of the global household products manufacturer Clorox - to supply and distribute household products such as bleaches under the brand name Clorox.

“Eveready’s diversification plans are on course,” Eveready East Africa managing director Jackson Mutua said during signing of the deal in Nairobi.

“The core elements of our five-year strategy involves product diversification, regional expansion and strengthening of our route to market programmes.”

The firm has focussed on shifting its core activity to distribution since the closure of its Nakuru dry cell manufacturing factory in 2014, saying the influx of cheaper and illegal imports had made it economically unviable to run the plant. It then opted to source batteries from its affiliate in Egypt.

Eveready has also ventured into real estate in a bid to seek high and stable returns.

READ: Eveready in real estate funding talks with three investors

Mr Mutua said Eveready’s partnership with Clorox brings the firm closer to its goal of introducing five new household and personal care products by 2017.

“The partnership leverages upon Eveready’s superior route to market capabilities and the promise of quality in Clorox’s world class brand. It is a winning partnership that we are very proud of,” he added.

The manufacturer’s signature brand, Clorox bleach, stood as a preferred household detergent globally by retail value sales according to Euromonitor International in its All Retail Channels, 2014 edition.

The products are available in more than two dozen countries including Kenya and are marketed in more than a hundred countries.