CHICAGO – Resulting from extensive research of channel partners and end  users, JohnsonDiversey Inc. is integrating several of its channel  brands, including Butchers and Johnson Wax Professional (JWP), under the brand Diversey,  according to a press release.
According to the release, this change reflects the company’s previous  announcement that it will adopt a simplified corporate name — Diversey Inc. — in  early 2010, following the expected close of a transaction where private equity  firm Clayton, Dubilier &  Rice Inc. will make a substantial investment in the company.
The new portfolio will include products offered by JohnsonDiversey that  have proven effectiveness and value in the marketplace, across key application  areas and feature the same quality that customers expect, the release  stated.
John Alexander, president of the Americas region of JohnsonDiversey, said:  “This portfolio makes it extremely easy for end users and distributors to  identify the best products to address specific cleaning and sanitation  application needs. We carefully studied how our customers and end users choose  our products to address specific application needs. These insights provided a  clear understanding of the features, benefits and performance they value. We  then updated our portfolio to deliver the best collection of products that  deliver on those expectations. By eliminating redundancy in our SKUs, we will be  able to more clearly communicate these benefits to our industry, as well as  improve our service, efficiency and speed to market.”
This approach also streamlines the line of JohnsonDiversey products and  provides clear points of difference across the portfolio, the release  noted.
Click here to read the complete release.