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Wal-Mart Agrees To Sell Persil Laundry Brand In U.S. Market

March 15, 2015: 12:00 AM EST
Wal-Mart Stores Inc. agreed to become the exclusive carrier of Henkel AG's Persil brand of laundry detergent products in the United States. By selling the German brand, which Wal-Mart stores have been selling in markets outside the U.S., the retailer aims to strengthen its position against Procter & Gamble, maker of Tide detegents. Boosted by Tide, P&G holds 60 percent of retail sales in the U.S. laundry-detergent market and 85 percent of the profits. This dominance has enabled P&G to keep prices of its laundry products relatively higher than those of rival brands.
Serena Ng, "Wal-Mart to Sell Premium-Priced German Laundry Soap Persil", Wall Street Journal, March 15, 2015, © Dow Jones & Company, Inc.
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