Dirt Devil, O-Cedar Forge Strategic Alliance
Royal Appliance and O-Cedar have signed a long term licensing agreement that will allow O-Cedar to utilize the Dirt Devil brand on a full line of non-appliance cleaning tools in all classes of retail trade for the North and South American markets. The agreement also affords cross-promotional and cross-merchandising opportunities for Dirt Devil in the closely related vacuum and cleaning tools categories.
This licensing initiative enables O-Cedar to offer their retail partners a choice of brands without settling for a secondary brand marketing presence. The reputation and consumer awareness of Dirt Devil home cleaning products, combined with strong retail distribution and more than $20 million in annual consumer advertising makes the Dirt Devil brand the ideal candidate for entry into mops, brooms and brushes, the company says.