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Freudenberg Household Products LP -FHP- Acquires O-Cedar Brands, Inc.

Business Editors

NORTHLAKE, Ill.--(BUSINESS WIRE)--Nov. 13, 2003

Expanded Family of Brands Means More Products

Available to Customers

Freudenberg Household Products announced today that it has acquired O-Cedar(R), one of the most recognized brand names in household cleaning tools in the United States.

FHP is proud to add O-Cedar to its product line. The addition of O-Cedar is a perfect fit to complement FHP's other brands, Vileda(R) and Roll-O-Matic(R), both of which are well known for innovative household cleaning products. FHP's new expanded portfolio of brands makes it the strongest name in traditional mops and brooms.

"We are delighted to include the O-Cedar name in the FHP family of brands," said Ron Tillery, President and Chief Executive Officer of Freudenberg Household Products LP. "O-Cedar's long-standing reputation in the household cleaning industry balances FHP's line of the most innovative, superior products available."

O-Cedar began in 1906 as a manufacturer of wood polishes and soon introduced handle-mounted applicators to enhance the sales of the polish products. Over time the sales of O-Cedar mops and brooms surpassed, and eventually displaced, sales of polish products. O-Cedar's signature marketing slogan, "O-Cedar Makes Your Life Easier!"(R) has been featured across all advertising media since the inception of its marketing program in the late 1920's.

As a household cleaning products leader, FHP is committed to offering the "best of the best" cleaning products to its customers and trade partners. Vileda, Roll-O-Matic and O-Cedar offer a full range of cleaning product expertise:

-- Vileda and Roll-O-Matic: Vileda, introduced in North America

in 1998, is the number one mechanical cleaning household brand

in Europe and one of the best known and best selling

throughout the rest of the world. Roll-O-Matic has been a

household name in cleaning for years. Best known for surface

care, especially mops and scouring products, Vileda products

include the Roll-O-Matic(R) ProScrub(TM), Pro Wring(TM) mop,

the Big Easy(R) mop and Scrunge(R) scouring products.

-- O-Cedar: O-Cedar's strong brand name recognition among

customers is due in part to its strong presence in grocery,

hardware, drug chains, mass merchandisers and home centers.

Products like the new Power Corner(R) Large Angle Broom with

deep corner cleaning, the Every-Which-Way(R) Floor Duster and

the Twist 'N Mop(R) are examples of O-Cedar's broad range of

cleaning tools.

By combining Vileda, Roll-O-Matic and O-Cedar areas of expertise, FHP continues to grow its household cleaning product line and industry knowledge. FHP products are sold through supermarkets, mass merchandisers, drug, hardware, home center, and other outlets throughout North America.

Freudenberg Household Products (FHP) is a division of The Freudenberg Group, a 150-year-old, worldwide, privately-held company. Headquartered in Weinheim, Germany, with operations in 43 countries, Freudenberg sales exceed $4B in a variety of industries, from automotive and flooring to garment and homecare.

The North American headquarters of FHP is located in Northlake, IL, a suburb of Chicago. The complex houses manufacturing, assembly and warehouse space.
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Publication:Business Wire
Geographic Code:1USA
Date:Nov 13, 2003
Words:490
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