Alen Del Norte S.A De C.V.

Alen del Norte SA de CV in Home Care (Mexico)
Local Company Profile | 17 Jul 2012

STRATEGIC DIRECTION
Alen del Norte is a domestic home care company which holds strong positions in multi-purposecleaners and bleach, mostly with the power brands Pinol, Cloralex and Blancatel. It is also present in laundry care through its brands Ensueño as well as Cloralex but has minimal participation inhand dishwashing. The company has a value strategy of offering high-quality products at reasonable prices. Alen del Norte is one of the few domestic companies with sizeable activities abroad, byoperating a distribution and selling point in the US, mostly targeting the Hispanic population.

KEY FACTS
Summary 1 Alen Del Norte SA de CV: Key Facts Full name of company: Address: Tel: Fax: www:Activities: Alen del Norte SA de CV Blvd. Díaz Ordaz No. 1000, Col. Los Treviño, Santa Catarina, N.L. 66150 México +52 (81) 8122 1000 +52 (81) 8122 1099 www.alen.com.mx Manufacturer, distributor and marketerof a comprehensive line of home care products

Source: Euromonitor International from company website

COMPANY BACKGROUND
Alen del Norte is a Mexican company founded in 1949 as a family businessin Monterrey under the name Productos Quimicos Alen. It initially manufactured bleach brand Cloralex followed by the multi-purpose cleaning product Pinol, and now both brands lead their respectivecategories. The company remains an independent business with no ties to any larger group or holding. Alen del Norte’s manufacturing activities are solely focused on home care products: bleach (Cloralex,Cloraluz and Blancatel brands, multi-purpose cleaners (Pinol,
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Flash), fabric softeners (Ensueño), descalers (Sultan) and recently, insecticides (Fin). The company alsohas a minimal presence in hand dishwashing with its Eficaz brand. Alen del Norte has nationwide coverage, with eight distribution offices and 29 warehouses across the country. For over 25 years, Alen...