SOURCE: Winning Brands Corporation

March 05, 2009 14:56 ET

KIND™ Laundry Products Begin Distribution to U.S. Drycleaners

Winning Brands Marketing Commences With Drycleaning & Laundry Institute International

BARRIE, ON--(Marketwire - March 5, 2009) - Winning Brands Corporation (PINKSHEETS: WNBD) (FRANKFURT: WMU) ( announces commencement of formal marketing of its domestic KIND Laundry Detergent and KIND Fabric Softener to U.S. drycleaners for sale to consumers as a retail item within U.S. drycleaner operations. This is being done in association with the Drycleaning & Laundry Institute's Fabricare publication to the trade. It is a result of Winning Brands' earlier testing in Canada to determine consumer satisfaction with KIND Laundry Products at home and the feasibility of utilizing the drycleaner store environment as a point of sale. Commencing immediately, U.S. drycleaners who are members of the Drycleaning & Laundry Institute will receive regular information about how to add this new source of revenue to their operations. The launch poster image is attached.

The development is significant for Winning Brands because it provides an additional reason for drycleaners in the USA to work with the company. While it is already known that Winning Brands is the manufacturer of SMART Wet Cleaning Solutions, those solutions are not suitable for the drycleaners who are still using traditional systems for their drycleaning -- which is still the majority. It is the policy of Winning Brands to respect the technology choices made by individual operators and find ways to be relevant to their needs across the industry regardless of individual operators' technology platform. A universal feature of all retail drycleaning operations is that they have a lobby for customer interface and payment. It is in this lobby that KIND will now be available at participating U.S. drycleaners. Winning Brands CEO Eric Lehner puts the development into context -- "It is estimated that there are more than 30,000 drycleaner locations to which it is suitable to offer revenue enhancing retail products. Consumers spend millions on domestic laundry detergent and fabric softener in stores, leaving the drycleaner out in the cold. That doesn't make sense because the drycleaner is the garment cleaning professional. Now the drycleaner doesn't have to be left out of this revenue. Domestic KIND Laundry Products are a terrific addition to the drycleaner's revenue stream. Drycleaning customers are already more advanced in the care that they are willing to exercise with their garments. Now, through the industry's vast distribution of drycleaners, consumers will have the opportunity to pick-up particularly good eco-responsible KIND laundry detergent and fabric softener for use at home when they pick-up or drop off goods at the drycleaner or are waiting to pay for their drycleaning. KIND products are particularly suitable to be sold in a professional environment. The same business model is already very successful in hair salons, amongst veterinarians and other service providers who have special products for their customers."

In preparation for the launch, Winning Brands has manufactured and positioned a special run of approximately 7,000 bottles each of KIND Laundry Detergent and KIND Fabric Softener in its Buffalo, New York warehouse. This pre-positioning of inventory for the launch will enable the company to respond promptly to enquiries and opportunities. Lehner points out why this new arrangement is mutually beneficial with the industry. "If the typical drycleaner sold even one bottle per day to its existing clientele, the industry as a whole would be diverting an additional $100,000 per day of consumer purchases toward the drycleaning industry from more typical channels of distribution where domestic laundry detergent is sold. This figure is based on a 40% profit margin for a bottle sold at $7.99 each. It's refreshing to be able to offer the industry a simple and positive enhancement to its gross receipts at a time when the industry is reeling from a perfect storm of challenges," remarks Lehner. KIND Laundry Detergent is highly concentrated in order to provide up to 32 loads in the convenient 32 oz bottle. At $0.25 per load for domestic use, KIND is neither the most expensive in its category nor the least. It is Winning Brands' policy to be highly competitive within the premium end of the market.

Production of KIND Laundry Products takes place at the Grand Rapids, Michigan facilities of Surefil, LLC and in the St. Catharines, Ontario facilities of Niagara Mist Marketing Ltd. subsidiary of Winning Brands Corporation. Winning Brands' production unit has recently qualified for listing with the U.S. Government Central Contractor Registration service and now holds a spot in the U.S. Army & Air Force Exchange Service system. KIND is amongst the company's offerings in this channel as well. Winning Brands products are suitable for use by individual consumers, industry or government. Winning Brands' mission is to replace hazardous chemicals in widespread use with safer alternatives. Winning Brands also manufactures other emerging alternative cleaners such as Winning Colours Stain Remover, CLEAN1, and SMART Wet Cleaning Solutions.

Certain statements in this news release that are not historical facts are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such statements may be identified by the use of words such as "anticipate," "believe," "expect," "future," "may," "will," "would," "should," "plan," "projected," "intend," and similar expressions. Such forward-looking statements involve known and unknown risks, uncertainties and other factors that may cause the actual results, performance or achievements of Winning Brands Corporation (the Company) to be materially different from those expressed or implied by such forward-looking statements. The Company's future operating results are dependent upon many factors, including but not limited to the Company's ability to: (i) obtain sufficient capital or a strategic business arrangement to fund its expansion plans; (ii) build the management and human resources and infrastructure necessary to support the growth of its business; and (iii) competitive factors and developments beyond the Company's control. SMART™ Wet Cleaning Solutions is trademark of Solvent Free Solutions Inc. Winning Colours, Winning Colors, CLEAN1 and KIND are trademarks of Niagara Mist Marketing Ltd.

Contact Information

  • Information:
    Winning Brands Corporation
    Office Direct (705) 737-4062
    11 Victoria Street, Suite 220A
    Barrie, Ontario, Canada L4N 6T3