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A Brief Company Profile

A Brief Company Profile

Company Profile Company Profile

Looking back on about 60 years of experience vileda® is one of the international well-known and leading brands beside O'Cedar® and Wettex®. The Freudenberg Home and Cleaning Solutions  activities are divided into the Consumer Division (some 85% of sales) and the Professional Division. FHCS is a subsidiary of the Freudenberg Group, a privately owned German company. For the full year 2011, sales were 687,2 million Euros (2010: 676,8 million Euros).

Growth Growth

Business Group growth was bolstered by the positive stable consumer climate in almost all relevant markets and the successful launch of new products. Innovations very well received by the market include the new generation of three-dimensional cloths (Novolon®), the electric broom (E-Sweeper) initially marketed in southern Europe, a special ceramic hob cleaner, a new range of more lightweight laundry care products and regional expansion of the 2in1 broom and mop range successfully launched last year. Product development in general was given a stronger regional focus by establishing technical development centres in Chicago, USA and Suzhou, China. At year-end 2011, Freudenberg Home and Cleaning Solutions employed 3,082 people.

Global Presence Global Presence

The regional presence was further expanded to over 30 countries. The Business Group's own sales branches were successfully established in Turkey and the Netherlands. A sales joint venture for the Professional Division was set up in Russia and a production joint venture to supply the Middle East region was successfully started in Jordan. A new production and administration building in Suzhou, China, was completed 2006. Its high innovative strength and customer orientation are the main motors of success at Freudenberg Home and Cleaning Solutions. The green vileda® Naturals line was launched on key markets around the world. These products are manufactured exclusively from sustainable or recycled materials and comply with stringent sustainability criteria.

Mission Statement Mission Statement

Freudenberg Home and Cleaning Solutions offers branded mechanical household and laundry-care products, which make the daily work of the world's consumers and customers easier and more efficient.

Our company organisation and spirit will be innovative and multi-cultural, building on trust and integrity, team-spirit and the commitment continuously to seek improvement. We will attract and develop highly talented individuals, offering them a professional environment and entrepreneurial freedom with the necessary minimum of formalised rules.

We expect that the successful execution of our strategies will lead long-term to strong world-wide leadership positions of our brands in terms of profitability and market share – to the benefit of our business, our employees, our shareholders, our customers and the societies we work and live in.

The Guiding Principles are a short version of the Groups Business Principles, summarized for our employees around the world, our business partners and the public at large.


Value for Customers

We are committed to anticipating, understanding and meeting our customers´ needs and expectations. As a diligent supplier with a passion for detail we provide indispensable support to make our customers successful. We deliver superior value through our global presence and our dedication to service and reliability.



As a multinational company of German origin, competing in global markets, our established tradition of innovation and renewal benefits our customers. Constant innovation in everything we do is essential for our long term financial success. We are leaders in continuous improvement and our culture rewards creativity and initiative by all our employees.



Entrepreneurship is our heritage and the foundation of our success. We continue this tradition through delegated responsibilities, freedom of action and personal accountability. We believe in solid leadership based on personal example, putting trust in people and promoting team spirit. We are commited to developing our future leaders.



As a family company we are devoted to our employees´ well-being and personal development. We reject all forms of discrimination and harassment and show understanding and respect in our dealings with each other. We are committed to provide a multi-cultural environment where employees work together in worldwide teams to enrich our corporate culture and capability. We believe in the value of enduring personal relationships with customers, suppliers and industrial partners.



Our company and its family shareholders together are committed to protecting the environment and being responsible corporate citizens in all countries and communities in which we do business. We take all possible care to ensure the safety of the workplace and of our products. As a family company we strive for the highest standards of personal behaviour. Fairness and integrity guide our conduct amongst ourselves, towards our business partners and the general public.


Long Term Orientation

After more than 150 years the Freudenberg Group continues to be a wholly owned family enterprise. We strongly believe that our long term business orientation is a major strength that benefits our customers and partners. Whilst we are not averse to reasonable risks, financial prudence and solidity will continue to determine the scope and speed of our strategic development. Freudenberg has a long and successful tradition of worldwide co-operation, alliances and partnerships which enable us to better serve our customers and strengthen our competitive position.