Following the success of its black toilet paper, Renova is preparing to launch a new premium product: toilet paper produced from recycled textiles. The news was revealed by Paulo Pereira da Silva, the company’s CEO, during a debate lunch at the International Club of Portugal (ICPT). He highlighted the innovation and brand-building strategy that has guided the Portuguese company’s internationalisation.
A Theoretical Physics graduate, the manager emphasised that Renova is, above all, "an adventure in developing a brand across the world". As he explained, Portugal has few global brands; therefore, creating value through the brand became a central objective for the company.
Founded in 1939 in Torres Novas, Renova began its path of market disruption in the 1960s with what the CEO describes as a "non-product": toilet paper, an item traditionally devoid of any emotional connection with consumers. The strategy shifted when the company launched black toilet paper, accompanied by other bold colours, transforming a mundane product into a distinctive brand element.
Commitment to New Innovations This approach paved the way for further innovations. The latest development is toilet paper made with fibres from recycled textiles—a blended product that has already sparked interest in demanding markets in Northern Europe. The development of both the product and its packaging relied, in part, on the use of artificial intelligence.
Currently, Renova has a presence in several international markets. After an initially difficult entry into Spain, the brand consolidated its position in other countries and is now the second-largest brand in France, with a market share of approximately 7% and a production unit. Germany, the United Kingdom, Mexico, and South Korea are other significant markets, while in China, online sales have seen substantial growth.
PAULO PEREIRA DA SILVA, CEO OF THE COMPANY, AT THE ICPT
