Establishing a New Heavy-Duty Cleaning Category for Professional and Industrial Markets
This case study demonstrates how an identified performance gap in professional and industrial cleaning environments was converted into a clearly defined, revenue-generating product category. Through targeted market research and effective category strategy, a consumer-oriented portfolio was expanded into credible B2B applications, delivering successful market entry, incremental sales growth and strengthened presence across professional and industrial channels.
Untapped B2B Market Opportunity
Expanded the brand into a new professional cleaning segment.
Category Presence Established
Built a portfolio that unlocked distribution and buyer confidence.
Millions in Incremental Revenue
Generated material growth beyond the core business.
Establishing a New Heavy-Duty Cleaning Category for Professional and Industrial Markets
New Product Development • Market Entry
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Context
A gap was identified in the professional cleaning market where existing offerings failed to adequately serve heavy-duty commercial environments such as restaurants, commercial kitchens, and industrial facilities. Customers required higher-performance solutions than those available in consumer-oriented ranges.
Research & Insight
Market research and competitive analysis were conducted to understand performance requirements, usage environments, regulatory considerations, and buyer expectations across professional and industrial segments. Insights confirmed a clear opportunity to introduce a focused, performance-driven range that could operate credibly within demanding environments.
Strategy
The strategy centred on creating a new professional-grade category that addressed unmet needs while leveraging existing B2B distribution networks. The objective was to generate incremental revenue, expand category presence, and strengthen brand credibility in commercial and industrial settings.
Technology & Development Process
Seven SKUs were developed, each aligned to specific heavy-duty use cases. Product formulation, performance criteria, and compliance requirements were defined and validated through a structured Stage-Gate process to ensure quality, reliability, and speed to market.
Commercialisation & Go-to-Market
The range was launched through established B2B distribution channels, enabling rapid market entry and scale. Positioning focused on performance, durability, and professional outcomes, supported by sales enablement tools and in-store visibility.
Outcome
The category achieved successful market entry, generated multi-million-dollar incremental revenue, and materially improved brand visibility across professional and industrial segments. It also established a scalable foundation for future B2B category expansion.