Since its acquisition by The Fifty-Fifty Group in 2000, the Hackensack-based manufacturer has largely operated behind the scenes for major supermarket chains. Now, the company is pivoting to reclaim its identity as a standalone consumer brand. Chief Marketing Officer John Spitaletta noted that the strategy centers on blending historical reliability with product design tailored to current consumer habits.

This transformation relies on a dual-track approach: aggressive e-commerce growth and the rollout of modernized cleaning tools. Recent additions to the lineup include printed Swedish dishcloth rolls and the Lola 500 Brushes Toilet Wand System, which integrates cleanser-infused disposable heads with ergonomic hardware. By moving beyond traditional manufacturing into solution-based product bundles and infrastructure upgrades, the company aims to scale its domestic presence while preparing for entry into international markets.