Home' Inclean NZ : INCLEAN NZ Aug 2017 Contents 24 INCLEANNZ August 2017
In January, Filta Cleaning Products
cemented itself as a major player in New
Zealand's commercial cleaning industry,
increasing its product range from 150 lines to
more than 400 following its appointment as
NZ distributor of Australia's Edco Products.
"It gave us great depth overnight," Lee
James, general manager of Filta Cleaning
Products said. "We were able to launch to
market a major player of commercial cleaning
products in Australia which was a real positive
for us as a business."
The distribution deal included Edco's
extensive janitorial ranges, Sorbo window
cleaning equipment and ETC foor pads.
According to Lee, in addition to the 400
plus lines Filta secured as part of the deal,
the partnership also enabled the company
to streamline the purchasing process for
"Prior to taking on Edco we had about 150
lines. The partnership gave us an additional
400 lines of commercial cleaning products
so we've grown our range pretty much
threefold. It's also given our business partners
much greater depth and the ability to
consolidate their purchases," explained Lee.
Filta has also grown its warehouse network
to three across Auckland, however, the
company still picks and packs every order
from its headquarters in Ellerslie.
"We're in a service-based industry.
Deliverables with our business partners is
about process of order, speed of order and
accuracy of order. We have to ensure that
our key stakeholder expectations are being
met. Because of that, we've had to increase
our stockholding quite dramatically which
in turn has meant that we've created a
greater sourcing opportunity and supply
consolidation for our partners as well."
Filta is currently looking to move from
its existing 500sqm headquarters to a new
location. Lee said around 2000sqm would be
ideal for the company to house both a central
warehouse, training facility and showroom.
New products are also in pipeline. In
October Filta will make its frst foray into the
textiles category, launching a commercial tea
towel range. Filta has partnered with one of
Filta makes foray
into new category
Six months on since securing exclusive distribution of Edco Products in New Zealand and increasing its product
range threefold, Filta Cleaning Products is showing no signs of slowing. INCLEAN NZ editor Claire Hibbit spoke
with Filta Cleaning Products general manager Lee James about Filta's latest venture.
India's largest cotton producers for the range,
with the frst shipment set to arrive in New
Zealand in September.
"We're led by our business partners and
we're constantly having conversations
with them about what else we can bring
to the market. We're not a static business.
We're always evolving and looking at new
categories -- whether it be [business partners]
coming to us with a whole new category, or
adding a product range to complement an
Lee said Filta's entry into textiles was
a "exciting opportunity" for the team,
driven by market demand by some of the
company’s major business partners, as well as
the success its own microfbre-cloth business,
which according to Lee, has been a huge
growth category for the company over the
past three years.
"For us, the next evolvement has been
-- where else can we go? How else can we
support our key business partners? And, what
are the key lines for the industry? The key
challenge for us was fnding the right supplier
that we were comfortable with and who can
deliver the right products and also at the
"When it comes to commercial you have
ensure that your product is of specifcation.
You don't want to launch anything that is not
going to meet the demand of the market. So
we have to deliver a product that is going to
work for us and our partners."
The new tea towel range has been in soft
launch with several large resellers in New
Zealand, and according to Lee has so far
received "really positive feedback", adding
there's scope for Filta to expand its textile
category further longer-term.
“There’s defnitely more opportunity to
expand the textiles range. As each week,
and each month goes by, we get a greater
knowledge about the market space as to what
works and what doesn't work. As a business
in NZ you're very much led by the demand
so it's taken a period of time to understand
what is the market demand by SKU as well
as, what is the right product.
"The team at Filta are humbled by the
support of its business partners and it's
through these relationships we continue to
grow and succeed, we are truly grateful to
our business partners and are excited about
what the future holds."
"We're led by our business partners and we're constantly
having conversations with them about what else we can
bring to the market. We're not a static business. We're
always evolving and looking at new categories -- whether it be
[business partners] coming to us with a whole new category, or
adding a product range to complement an existing category."
Gavin Smith and Liz Nicols
from Filta Cleaning Products
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