Hamilton Beach Brands announced it entered into an exclusive multiyear trademark licensing agreement with The Clorox Co. that will lead to the launch of premium air purifiers under the Clorox brand name.
The air purifiers will remove 99.97% of allergens and particulates from pollen, dust, smoke and mold, according to Hamilton Beach. The deal also covers household appliances designed to kill viruses and bacteria, the company reporte.
Hamilton Beach and Clorox are collaborating in the development of the new products, Hamilton Beach stated, with some scheduled for launch this year with further roll outs scheduled for 2022. The companies plan to develop additional appliances for the home health and wellness market.
The initial Clorox air purifiers will have true HEPA filters, Hamilton Beach indicated, also noting that planned product line price points fall in the $89.99 to $229.99 range. Hamilton Beach Brands will source and market the new line and distribute the products through both online and brick-and-mortar channels, with distribution planned for the U.S., Canada and Mexico markets.
“We are extremely pleased to have Clorox as our partner as we expand our participation in the multibillion-dollar home health and wellness market,” Scott Tidey, Hamilton Beach svp/consumer sales and marketing, said in announcing the partnership. “We are confident that our experience as a leading participant in the large and fast-growing air purifier market, combined with the trusted and well-known Clorox brand name that is synonymous with clean, will be a winning combination for providing consumers with superior product offerings… Our goal is to provide consumers with the best available options for reducing allergens, bacteria and viruses.”
Chris Hyder, Clorox svp and general manager, cleaning, at Clorox, said, “This licensing agreement with Hamilton Beach Brands will enhance our growing portfolio of surface and air disinfection products. It is one of many initiatives we’re undertaking to develop new growth runways, whether through strategic partnerships like this or innovation that meets evolving consumer needs, as we build a truly global disinfecting brand.”