DESA Group hails importance of thriving partnership with nation

DESA Group, standing as a testament to the fruitful collaboration between China and Italy, will continue to invest in China and expand cooperation with Chinese partners to offer consumers better house cleaning supplies, said its CEO Saverio Silva during the ongoing seventh China International Import Expo in Shanghai.

This year marks the 20th anniversary of the two countries' comprehensive strategic partnership. Silva said the Seregno-based group has benefited greatly from the long-term friendly bilateral relations, highlighting the substantial efforts of both governments and numerous Italian and Chinese organizations, such as the Italy China Council Foundation, or ICCF.

Founded in 1908, DESA is a global leading manufacturer of household, laundry, and personal care products. It now has a presence in more than 40 nations, with a diversified brand portfolio including Chanteclair, Quasar, Persavon, La Perdrix, Sauber, and Apropos.

DESA's business in China started in 2013. The group has received wide recognition among Chinese consumers in the past decade, with its top-notch cleaning products for different household needs.

Notably, from 2021-23, it recorded a compound average growth rate of 30 percent in the country.

"China is the key market for us, and will be a pillar in our longterm strategy," Silva said.

The market's vitality, rapid growth and booming e-commerce have brought enormous opportunities for DESA, he said.

According to the CEO, DESA has made sustained efforts to engage with local partners and gain an in-depth understanding of Chinese consumers, which helps it positively respond to evolving consumer needs and preferences.

"With quality products, expertise, and the century-long Italian heritage, we are confident about our performance in China in the upcoming years," he said.

During this year's CIIE, DESA is showcasing an array of Chanteclair products at its booth, including the original Degreaser, its "hero product"; solid and liquid laundry detergents; and dishwashing soap.

"We are very honored to have participated in the expo, and it is the seventh consecutive year for Chanteclair," Silva said.

He hailed the CIIE as an important platform that showcases China's efforts to enhance international cooperation and boost trade liberalization and economic globalization.

"It (the CIIE) also offers us opportunities to raise our brand visibility and communicate with industry experts and partners," he added.

Among the exhibits are three flagship products of Chanteclair: the Original Universal Degreaser, a cleaner featuring a professional level of efficacy and multiple purposes; the expertly formulated Liquid laundry soaps; and Marseille soap, a historical product that continues to be valued by many customers today.

Among DESA's various initiatives, it is making significant investments in research and development aimed at creating more sustainable products. The company is focusing on natural formulations that utilize biodegradable raw materials, as well as developing concentrated and efficient solutions.

"Quality and responsibility are two vital concepts for Chanteclair. For over a century, it has been operating with a strong sense of responsibility toward humankind and nature," the CEO said.

Beyond Chanteclair, DESA has embedded sustainability in all its brands and businesses, from research and development to production and distribution.

"We have boosted our investment in natural formulas and are committed to using more recycled materials in our packaging," Silva said. "Meanwhile, our plants and facilities have improved their energy efficiency to further cut greenhouse gas emissions."

The company is now working on its first sustainability report, which is expected to be released in the first half of 2025.