In 1913, a purveyor of wood and coal, a bookkeeper, a banker, a lawyer, and a miner each invested one hundred U.S. dollars in what was to become The Clorox Company. Their liquid bleach factory, based in Oakland, California was first called the Electro-Alkaline Company and their main product was named Clorox, a blend word of its two main ingredients’ names: chlorine and sodium hydroxide. One hundred years later, the company has grown into a multinational corporation with 9,000 employees in offices worldwide and features on Fortune magazine’s Fortune 500 list. The company manufactures and markets a wide range of both professional and consumer products, from detergent to lip balm.
After going public in the late 1920s on the San Francisco stock exchange and surviving the great depression, the company managed to slowly grow throughout the century. It started expanding its own product portfolio, with products like Clorox 2 all-fabric bleach and Tilex mildew remover, while continuously maintaining its eponymous star cleaner. Simultaneously, the company started acquiring other brands, such as the Formula 409 cleaning line, Glad Products Company - the trash bags and plastic food storage containers producer, and the Kingsford grilling charcoal brand.
The Household, Lifestyle, and International segments
The Company's Household line, which also targets consumers in the United States, features charcoal products from the Kingsford and Match Light companies, plastic bags and containers under the Glad brand (a joint venture, with P&G as a minority shareholder), and Fresh Step cat litter products, among others. Lifestyle, the third segment geared towards the U.S. market, features foods, such as Hidden Valley’s sandwich spreads and condiments, dips, salad dressing, and breakfast bars. It also includes beauty products under the Burt’s Bees brand, such as the lip care line with the same name, which was one of the most popular lip care brands among Americans as of 2020. The fourth and last Clorox stream of revenue is designed for international consumers and features a selection of the company’s most successful products from the domestic market.
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Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.