The Sun Products Corporation believes that its own Sunlight is what everyone needs. The company makes laundry detergents, softeners, and other fabric care products under the Sunlight, all, Cuddlesoft, Snuggle, Surf, and Wisk brands. Sun Products also manufactures household cleaning products, selling them under the Sun label. As part of its business, the company provides contract manufacturing services for major retailers. Sun Products was formed when owner Vestar Capital Partners merged its Huish Detergents business with Unilever's North American laundry products lineup. The deal made Sun Products the second-largest producer of fabric care products in North America, behind Procter & Gamble (P&G).
Sun Products works to nip at #1 P&G's heels by catering to the higher end of the laundry market. Specifically for popular (and pricey) high-efficiency washing machines, which reduce water and energy use, Sun Products manufactures concentrated liquid softeners and cleansers. The company also focuses on making environmentally friendly laundry products, such as its All Oxi-Active concentrated laundry detergent, All's Free Clear laundry detergent (which does not contain dyes and perfumes), Snuggle Ultra concentrated fabric softener, and Wisk High Efficiency laundry detergents.
Sun Products maintains manufacturing centers in Salt Lake City, Houston, Baltimore, and in Bowling Green, Kentucky, and Dyersburg, Tennessee. Its research and development operations in Trumbull, Connecticut, include the company's 46,000-sq.-ft. North American Technology Center. Added in 2010, the center complements its existing facilities and boosts its product development capabilities. More recently, Sun Products completed construction in 2012 on a 1 million-sq.-ft. distribution center in Bowling Green that combines the operations of nine separate facilities there.
Mergers and Acquisitions
The company has extended the reach of its supply chain by acquiring the US and Canadian distribution privileges for the Sunlight dish care brand, which had been licensed to Phoenix Brands. The 2010 deal brought all of Sun Products' dish care operations under one umbrella. Before then, Sun Products only owned Sunlight's trademark.
The laundry and household products company in mid-2012 sold its White Rain brand (launched by Gillette in 1952) of personal care products to High Ridge Brands because the brand no longer fit with its strategic focus on laundry and household products.
Sales and Marketing
To give traction to its brands, Sun Products in late 2012 signed an exclusive multiyear partnership with the Little League Baseball and Softball organization. As part of the move, the company's Snuggle and all brands are the official laundry products of the organizations beginning in 2013. It also keeps its manufacturing facilities busy by serving as a manufacturer and marketing partner to many North American mass merchants, warehouse clubs, dollar stores, and drug stores. It offers liquid and powder laundry detergent, liquid fabric softener, dryer sheets, and dish washing products that can be marketed under private labels. – less