The Portuguese hygienic paper producers Renova, famous for introducing black toilet paper under the slogan ‘the sexiest toilet paper in the world’, has announced its expansion to Norway, Denmark, Germany and the Baltic states.
It will distribute its multicolored toilet tissues using recycled fibres through its new brand Textilpapier through both physical and online stores.
“Norway and Denmark are completely new markets for Renova, which we entered a few months ago with this innovative product,” Renova CEO, Paulo Pereira da Silva told the Lusa agency last week.
In Portugal, the new product is being sold in some physical and online stores.
In a debate at the International Club of Portugal (ICPT), on the theme “The adventures of a Portuguese brand in the international market”, Paulo Pereira da Silva referred to the challenges that technological disruption and Artificial Intelligence (AI) pose to an industrial company like Renova, founded in 1939 in Torres Novas.
“We have done a lot of things using AI, from the product to packaging, including data processing”, he explained.
Before entering central and northern Europe, Renova had already internationalised in markets such as Spain, France, Germany, the United Kingdom, Mexico, South Korea and China.
In China, the Portuguese brand has invested in the Alibaba online store and the Tik Tok social network, through ‘premium’ products.
A few years ago, it set up an office at its headquarters with two Chinese employees to “do some learning on Tik Tok, which is where the new people are”, said Pereira da Silva.
As an example of innovation, Renova’s CEO once again recalled the story of the launch of black toilet paper, which made the Portuguese brand internationally recognised and positioned its products in the ‘premium’ segment.
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