Equal to the size of the Detergents Business, the lucrative Tissue category in the UAE was Transmed’s latest frontier in the Household and Personal Care department. In May 2014, Transmed welcomed a new supplier partner also determined to capture that opportunity: the Turkish manufacturing leader Eczacibasi- owners of the love mark tissue brand Selpak.
Since the 1970’s Selpak has been present in households across Turkey along with the little mascot elephant which families have come to adopt in their lives. The Selpak equity was protected through a quality-oriented approach and continuous innovation. Where competition offer only 2 ply (ply=layer) technology, Selpak tissues are distinctively softer and stronger with 3-ply technology. Each layer adds a new benefit including advanced absorbency, water resistance, and softer texture.
Now available in more than 500 stores across the UAE in only the first month of the launch, the in-store presence of Selpak is evident and impressive. Coupling Transmed’s distribution capabilities and Eczacibasi’s marketing strategies, the Selpak Elephant will undoubtedly succeed to enter households in the UAE and become families’ first selection for a premium tissue, while offering our retailer partners the opportunity to grow paper category sales and profits.