Purista's 'freshness enhancing finish' meets success in US markets

04 Oct '05

3 min read

Leading specialty chemical maker Arch Chemicals Inc & one of the largest and most comprehensive manufacturers of antimicrobials in the world, is capitalizing on its success in the United Kingdom and Southeast Asia by launching into the U.S. apparel and home textiles market.

Based on polyhexamethylenebiguanide hydrochloride (PHMB), Purista is an exciting new treatment designed to keep fabrics cleaner and fresher for longer treatments protect clothing and other textiles from odor-causing bacteria, providing a long lasting "fresh finish." Drawing on rigorous product safety and chemistry data, the U.S. EPA recently accepted a registration amendment to include the use of Puristatreatments on apparel and other textiles. The treatment product behind the Purista brand is manufactured in the U.S. and United Kingdom (UK), and the business's marketing teams are located in Smryna, Georgia and Manchester, England.

Since first launching its freshness-enhancing finish in the UK, Purista is now used by more than 30 retailers on items such as socks, suit linings, towels and linen. In many cases, these textile products feature a Purista label that consumers have come to associate with cleanliness, purity and freshness. With its attractive aquamarine logo and design cues, Purista can easily be incorporated into existing packaging as a co-brand.

Peter Cowey, International Business Manager of Arch's textile treatment business, comments, "The EPA acceptance opens a major growth opportunity for the Purista brand in the sizable U.S. clothing and home textiles market. The Purista treatment is very cost-efficient and offers consumers and textile suppliers real and useful performance advantages."

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