other well-known brands such as Butcher’s, Johnson Wax Professional, U.S. Chemical, Drackett Professional and PurEco Certified
Green Products (Europe), as well as the Greenguard-Certified
Healthy High Performance Cleaning program (includes products,
tools and procedures.
Taski Swingo XP machine, SmartDose bottle
Now, you can call them Diversey, but you don’t have to call them
Johnson! In March, JohnsonDiversey, Inc. changed its name to Di-
versey Holdings, Inc. The corporation’s operating companies are
also changing their legal names to reference Diversey. Concurrent
with the name change, Diversey, Inc. is adopting a new corporate
identity, branding and tagline,“for a cleaner, healthier future.”
“Today represents an important milestone in the history of our
company,” said S. Curtis Johnson, Diversey’s chairman. “Our new
identity and tagline captures our people’s passion for helping to
make our world cleaner, healthier and safer for future generations.”
Added Diversey president and chief executive officer Ed Lon-
ergan, “Simplifying our name to Diversey and adopting a mean-
ingful, unified global brand image derives from our commitment to
provide our customers and their employees with superior and sus-
tainable cleaning, sanitizing and hygiene solutions. Our new brand
strengthens our ability to communicate the benefits of our high
quality products and services.”
Sales fell 7% last year. More than 83% of sales were generated
outside the U.S. In the Europe, Middle East and Africa segment,
net sales increased 0.1%. This increase was primarily due to price
increases and customer acquisitions across the region. Sales vol-
ume also increased in certain emerging markets, such as in Cen-
tral and Eastern Europe, but was offset by volume declines in
Western Europe, particularly in floor care equipment and cleaning
tools and engineering sales, a result of customers deferring their
capital investments, the company said.
Latin American net sales increased 6.1%. Growth came from
most countries in the region, primarily through the implementation of price increases, offset by volume decreases in the lodging
and retail sectors.
Asia Pacific net sales increased 1.6% due to continuing volume
improvements in developing markets such as India, and stable
growth in Australia, offset by volume decreases in the remainder of
the region primarily caused by lower traffic in the lodging sector.
North American sales fell 1.2% due to reduced demand in the
institutional distribution network and Diversey’s decision to exit
certain underperforming food and beverage sector accounts.
Finally, in Japan, sales fell 10.6%. The company blamed half of
the decline on the recession, and the rest to its decision to discontinue low margin businesses and underperforming accounts in
both direct and indirect channels.
In financial news, in November, Clayton Dubilier & Rice, LLC
purchased a 46% interest in the company for $477 million, as part
of a broader recapitalization transaction valued at $2.6 billion.
Sales: $2.6 billion
$2.6 billion (estimated) for Bath & Body Works and Victoria’s Secret
personal care and home fragrance products. Corporate sales: $8.6
billion. Net income: $448 million for the year ended Jan. 30, 2010.
Leslie H. Wexner, chairman and chief executive officer; Martyn R.
Redgrave, executive vice president, chief administrative officer; Stuart Burgdoerfer, executive vice president and chief financial officer;
Diane L. Neal, chief executive officer, Bath and Body Works; Jane L.
Ramsey, executive vice president, human resources; Sharen Jester
Turney, chief executive officer and president, Victoria’s Secret
megabrand and intimate apparel
Victoria’s Secret Beauty fragrances, skin care and cosmetics including Secret Garden Collection, Naturally Victoria’s Secret, Parfums Intimes, Beauty Rush, Dream Angels, Sexy Little Things, Very Sexy,
Vertical and Victoria’s Secret Pink. Bath & Body Works personal care,
beauty and home fragrance products marketed under the Bath &
Body Works, C.O. Bigelow and The White Barn Candle Company
Color Cosmetics—The Heidi Collection, Exotic Jewels, VS Makeup;
Fragrance—Dream Angels Heavenly Flowers, Bath & Body Works
Noir, Citron, Oak and Ocean, Deep Aqua, VS Velvet; Personal
Care—Bath & Body Works Signature Collection for Men; Skin
Care—Patricia Wexler MD collection
Times remain tough for retailers in general and Limited Brands
in particular. Fewer women were shopping during the recession
and when they did open their pocketbooks, they were more
likely to be at a Walmart than a Victoria’s Secret or Bath & Body
Works, the two retailer brands owned by Limited. Corporate
sales fell 4% to $8.6 billion.