Creating a Namibian market powerhouse
Elso Holdings is building on its 60-year-old heritage whilst expanding to build on its Namibian legacy focused on creating jobs.
On the 25th of April, 2018, Elso Holdings held its first stakeholders’ function under the leadership of Hilton Loring, CEO appointed August 2017 where they revealed their plans of growing the business into a Namibian world class manufacturing company. Elso is positioned to reach for greater heights and an even greater future.
Elso was purchased just over 18 months ago by the Allegrow fund and is managed by Eos Capital. The Allegrow funds purpose is to invest in businesses with the potential to grow and provide them with capital and strategic support to achieve their full potential.
Elso has a strong potential to grow on its proven manufacturing track record and strong historical base. Over the next two years, Elso will be embarking on a number of expansion programs that is earmarked to ensure that the company achieves its strategic goal to create a strong manufacturing business within Namibia, which in return should increase jobs.
Elso already has a strong manufacturing base with production facilities in Swakopmund and Windhoek, employing over 140 people. Elso will be investing behind their manufacturing base in order to ensure that they are best able to modernize the factory, and extending their range of products and formats. This will ensure that they can deliver on there promise to provide affordable and effective products to the Namibian market. This is depicted in the companies promise to provide expert cleaning solution you can always trust.
In order to ensure the company delivers its promise, the company is embracing the expert cleaning solution you can always trust position throughout its value system, it will be investing behind ensuring that its people, systems and process deliver fully the business strategy.
The company however is also looking to the future, it has signed a number of innovation contracts with key suppliers to ensure that the future of the company allows it to fast track into new ingredients and trends; one of its primary focuses is bringing value to the current product range and building on its buy cleaner buy greener history. Elso is committed to ensure that it continues to build on its green legacy.
In the first step of the Journey, Elso unveiled a new range of products at the launch 25th April 2017, behind their biggest market leading brand- Citro.
Elso is today the only local manufacturing company in Namibia that is offering a multipurpose cleaner as well as a glass cleaner.
At the same time, Elso re-launched the Citro brand with an exciting new label design that will allow them to extend the products into a number of new sectors in the cleaner category.
The new position and campaign will be supported by an exciting new advertising campaign breaking in May. The campaign – ITS NOT JUST CLEAN-ITS ELSO CLEAN, is uniquely designed to target both consumers and business to business community.
We are proud of our heritage and we would like to thank all our partners, customers, suppliers and our employees for their support in building the business to the great business it is today. We would like to invite all of our stakeholders to be part in this next exciting part of our journey as we grow into our new promise, says Hilton Loring, CEO of Elso