Arch Chemicals, Inc. Launches Purista Freshness-Enhancing Treatment In United States

Study Reveals Americans Are Willing to Pay Premium for Textiles That Stay Fresher, Longer

Norwalk, CT - Purista textile freshness-enhancing treatment, which is produced by Arch Chemicals, Inc., is now commercially available in the United States. Applied to textiles at the manufacturing level, Purista freshness-enhancing treatment protects clothing and other fabrics from odor-causing bacteria to provide a long-lasting, "fresh finish" that allows fabrics to maintain their "just-washed freshness" longer.

"The success of Purista freshness-enhancing treatment in the United Kingdom and Southeast Asia, combined with new market research about the preferences of American consumers, indicates that the U.S. market is ready for this product," said Peter Cowey, international business manager for Arch Chemical's textile treatment business. "Americans' busy lifestyles demand clothing and home textiles that continue to look and feel good for extended periods of time."

According to a recent survey commissioned by Arch, U.S. adults indicated a positive response to purchasing treated clothing and textiles. For example, 56 percent of U.S. adults responded favorably to purchasing treated bed linens, while 46 percent expressed interest in purchasing treated shirts and socks. However, only 19 percent said they are aware that clothes can be treated with a solution like Purista freshness-enhancing treatment. The research also revealed that 48 percent of American consumers were willing to pay more for treated clothes while 46 percent said they were willing to pay more for treated textiles.

"American consumers are clearly interested in treatments that keep their clothes feeling and smelling fresher for longer," added Cowey. "Clothing and textile manufacturers and retailers have a tremendous opportunity to cost-effectively meet this demand with an easy-to-implement treatment like Purista, while adding value and appeal."

In October 2005, the U.S. EPA accepted a registration amendment to include the use of Purista treatments on apparel and other textiles. Purista freshness-enhancing treatment is currently used by more than 30 retailers, including GEORGE, NEXT, Moss Bros and Tesco, on such items as socks, suit linings, towels and linen.

SOURCE: Arch Chemicals, Inc.