In November 2014, dalli concluded an agreement with Procter & Gamble regarding the acquisition of P&G’s detergent factory in Timisoara. The agreement targeted the acquisition of the location and the assets used for the production of laundry and dish-washing detergents, as well as the transfer of some 200 employees towards dalli-group. The deal also targeted the signing of a multiannual supply contract between dalli-group and P&G for the products manufactured at the plant in Timisoara and it was concluded in September 2015.
dalli-group CEO Markus Kessler said the acquisition enables dalli to support the expansion of its current client base on the retail segment under private brands, especially in discount stores and drugstores in Central and Eastern Europe, and to strategically position itself on a market with growth potential.
Dalli Group is a private label brand manufacturer of laundry and dish-washing detergents and cosmetics. Its products are manufactured in seven locations in Germany, the Netherlands, Spain and Austria.
P&G made laundry detergents in Timisoara under the brands Ariel, Tide and Bonux, and Fairy dish-washing detergent, which it sold both locally and exported throughout the region.
According to P&G’s previous statements, the plant in Timisoara was going to keep producing P&G laundry detergents for three more years and dish-washing detergent for two more years.
Procter & Gamble has been present in Romania since 1992 and bought the detergent factory in Timisoara in 1995, in an initial investment of over $40 million.