MP hygiene is a small French company with a diversified
range of cleaning products, from paper wipes to textiles, nonwovens
and hand-cleaning lotions and foams. It has ambitious plans for
the years ahead, according to CEO Marc Miribel. "The period
of strengthening of the company is completed and now is the time
for growth," he said in the company's latest annual report.
The target, Miribel says, is €40
million in sales and 16,000 tons/yr of processed products within
five years. To reach that goal, the company has invested €10
million in state-of-the-art equipment since 2003. Most recently,
it has installed a new semi-automatic Perini 702 line to increase
productivity and reduce maintenance downtime.
MP hygiene today represents five industrial divisions,
with nine converting lines and two production sites over 24,000
m2. Its logistics hub of 14, 000 m2 makes it possible to deliver
all volumes of order, from one pallet to a whole truck, while
continuous investment in research is opening the way for innovative
products, such as DESL® technology, which adds resistance
to paper wipes, or the Evadis® range of non-touch wiping
systems.
According to the company, its agressive commercial
strategy and the quality of its products have enabled it to increase
its French market share from 4.5% in 2006 to 5.6% in 2007, making
it the No 4 operator on the French market.
Its main line is the Evadis® range of
dispenser-wiper systems which, MP says, are easy to install and
need very little or no maintenance. They offer a wide range of
hygiene solutions to answer to any specific need in the professional
environment, meeting strict hygiene requirements. Users touch
only the hand towel they use. They do not have to have contact
with the dispenser.
The share taken by such systems is constantly increasing.
Firstly, thanks to the company's partnership with Vida, an innovative
manufacturer, which offers the opportunity to develop state-of-the-art
systems cost effectively. Second, because it is growing market
share by offering customers systems that meet their needs for
adapted refills.
MP hygiene principally manufactures and sells paper
refills on the professional market. Round products such as hand
towels rolls, industrial rolls or toilet paper, and flat products
such as W or Z fold towels. The market for such hygienic papers
is still dramatically increasing, the company believes, and is
not mature yet.
Since 2003, MP has invested in a DESL converting
line. This technology, that consits in inserting a layer of glue
between two laminated plies, is unique in France and produces
stronger, softer and more absorbent wipes than standard tissue.
The range meets a growing success and since 2006 the company has
invested in two more converting lines for V, Z and W folded towels
in a new facility.
Textile rags now represent only 7% of MP hygiene's
turnover. This product "is bound to be replaced by paper
and nonwoven wipes," the company says. In the meantime this
market is exploited to release resources to develop the new paper
and nonwoven products. The textile rags activity has therefore
been transfered to subcontractors.
The company also offers a whole range of hygiene
products, such as latex and vinyl gloves, coveralls chef hats,
all in strong demand as a result of new legal constraints in the
food industry. The set-up of a new medical range should also help
boost growth.
In addition, it makes hand cleaners, in lotion or
foam, which complement the paper hand-towel systems. The Tifon® hand
cleaner range is equipped with vacuum cartridges that guarantee
maximum hygiene and optimized consumption.
MP also makes nonwoven wipes, which are very absorbent
and, through their small volume, dramatically reduce waste management
costs. Finally, the company makes bin liners.
Miribel sums up the strategy succinctly. "We
are focusing on strengthening our research department to constantly
innovate, increasing our sales productivity thanks to our CRM
tools, encouraging employee training to increase both individual
specific technical skills and global computer literacy, developing
overseas activity, and leading a strong branding action to develop
our share of the high-end market."
A POTTED HISTORY
In 1997 Marc Miribel took over the Fonlupt company
which had a €6 million turnover from processing
rags. Considering rags low added value, he decided to diversify
into disposable protection and paper wipes. In 1998 the company
moved to a 14,000 m2 facility in Annonay, "the first step
in its evolution". It launched its disposable protection
brand Jet®, which soon became market leader.
In 2003 the first DESL® paper converting
line was set up. By 2005, the DESL® products and the
new Evadis® systems range were growing fast. Sales
increased to €17 million. This led to a necessary
investment in a second facility, this one of 10,000 m2 facility,
and an ERP. In 2006 raw material prices increased. In addition,
the management of a complex technology transfer and the shutdown
of the company's main supplier led to production and delivery
issues.
In 2007, in response to these problems, the company
moved to diversify its sources of supply and released the finance
needed to continue growing. Turnover and profitability increased,
structures were reorganized and the company was renamed MP hygiene,
reflecting its primary business: hygiene.
At the same time, the company developed new disposable
products for the industry, food, medical and janitory sectors.
It also integrated or sub-contracted manufacturing, according
to quality and profitability criteria. TW
