Hamilton Beach Brands, Inc. introduces new line of Clorox® brand air purifiers
“Hamilton Beach Brands is delighted to launch our new range of premium air purifiers under the Clorox brand name and we look forward to launching additional models in the coming months,” he said Scott Tidey, Senior Vice President, Consumer Sales and Marketing. “We are confident that our experience as a leader in the air purifier market coupled with the trusted and well-recognized Clorox brand name will be a winning combination to provide consumers with premium product offerings.”
Hamilton Beach Brands entered the residential market in 2000 with the introduction of its TrueAir® line of air purifiers and odor eliminators. The addition of Clorox® brand premium air purifiers supports two of the company’s strategic initiatives to achieve profitable growth through innovative solutions that improve everyday life. These include expanding its presence in the home health and wellness market and leveraging alliances with other companies that build on the complementary strengths of both companies.
According to NPD, which tracks small appliance sales, the US market for air purifiers and filters in 2021 was about $1.1 billion. The category more than doubled in 2020 compared to 2019 in the first year of the COVID-19 pandemic. Consumer needs to improve indoor air quality, driven by stronger and longer allergy seasons, the impact of weather events including wildfires, and increased interest in general health and wellness, are expected to drive the continued growth of air purifiers.
New air purifier models now available include a Clorox® Large Room True HEPA Air Purifier and a Clorox® Tabletop True HEPA Air Purifier and replacement filters. These new products are available from leading retailers including Amazon, Walmart.com and Target.com. Hamilton Beach Brands continues to expand its portfolio and plans additional launches in the coming months, including a Clorox® Medium Room True HEPA air purifier and three new connected technology models under the Clorox® brand that leverage the Alexa® app and voice integration services: Alexa Large Room True HEPA Air Purifier, Alexa Medium Room True HEPA Air Purifier, and Alexa Tabletop True HEPA Air Purifier.
Clorox’s new premium air purifiers with true HEPA filters help improve overall indoor air quality, help allergy and asthma sufferers breathe easier, support sleep quality and create a fresher-smelling home. All new models offer 360 degree filtration as air is drawn in from all directions through a robust cylindrical filter. The True HEPA filter captures allergens such as pollen, dust, dust mites, mold spores, smoke, pet dander, pet dander and more and is 99.97% effective at capturing particles as small as 0.1 microns. It also captures up to 99.9% of airborne viruses and bacteria, reducing overall levels.
Hamilton Beach Brands launched a new strategic initiative in 2021 to expand its participation in the home health and wellness market. The company has taken many steps to introduce new products in the categories of air purification, water filtration and home medicine. These include the exclusive multi-year brand license agreement with The Clorox Company, signed in 2021, to develop, source, market and distribute a line of premium air purifiers under the Clorox® brand in the United States, Canadaand Mexico, via online and brick-and-mortar channels. Additionally, Hamilton Beach Brands entered the water filtration category in 2021 with its new electric countertop system, Hamilton Beach® AquaFusion™. The company plans to further expand its involvement in the water filtration category through an exclusive multi-year brand license agreement with Brita LP, signed in early 2022, to launch a new line of table-top water devices later this year. Also in 2021, Hamilton Beach Brands entered the home healthcare market through an agreement with HealthBeacon plc. as the exclusive marketer and distributor in the United States and Canada a new smart tool for managing injectable medications at home called Smart Sharps Bin™ from Hamilton Beach Health® powered by HealthBeacon®. In early 2022, the new system became available to consumers. The Company’s new additions in the air purification, water filtration and home medicine categories are expected to begin generating revenue as they enter the market and gain momentum.
About Hamilton Beach Brands Holding Company
Hamilton Beach Brands Holding Company, through its wholly owned subsidiary, Hamilton Beach Brands, Inc., is a leading designer, marketer and distributor of a wide range of small domestic and specialty household electrical appliances and commercial products for restaurants, fast food chains, bars and hotels. Company-owned consumer brands include Hamilton Beach®, Proctor Silex®, Hamilton Beach Professional®, Weston®, TrueAir®, Brightline® and Hamilton Beach Health®. The Company’s trademarks include Hamilton Beach Commercial® and Proctor Silex Commercial®.
Hamilton Beach Brands licenses the trademarks for Wolf Gourmet® Countertop Appliances, CHI® Premium Clothing Care Products, Clorox® Air Purifiers and Brita™ Countertop Water Appliances. Hamilton Beach Brands will market and distribute the Bartesian® premium cocktail delivery system under an exclusive multi-year agreement. Hamilton Beach Brands entered the home healthcare market through a multi-year agreement with HealthBeacon plc and is the exclusive marketer and distributor of an intelligent injection care management system in the United States and Canada under the new brand name Hamilton Beach Health®.
For more information about Hamilton Beach Brands Holding Company, visit hamiltonbeachbrands.com. Information about the company’s products is available at hamiltonbeach.com, proctorsilex.com, hamiltonbeachcommercial.com, westonbrands.com, brightlineproducts.com, wolfgourmet.com, chisteam.com, bartesian.com and smartsharpsbin.com. To learn more about Clorox® air purifiers, please visit cloroxhomeappliances.com, @cloroxhomeappliances on Instagram and Clorox Home Appliances on Facebook.
SOURCE Hamilton Beach Brands Holding Company