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Developments at Dry Fusion UK following buyout down-under

Published 30th March, 2011 by Neil Nixon

Developments at Dry Fusion UK following buyout down-under

Lancashire based carpet cleaning company Dry Fusion UK Ltd is set to benefit from the surprise acquisition of its antipodean parent company Dry Fusion Australia. E D Oates Pty Ltd, (a wholly owned division of GUD Holdings Ltd), located in Melbourne Australia, acquired ownership of the chemical product range and brands of Research Products, Citrus Resources and Dry Fusion Australia.

Oates is the biggest supplier of janitorial products in Australia, leading the market both in the industrial and retail segments. This acquisition not only complements its existing infrastructure but adds further strength to its market leading position in the region.

The new development comes at a opportune time for Dry Fusion UK which only unveiled a revamped version of its innovative dry carpet cleaning system in 2010 and formally launched its complementary upholstery cleaning system, Cristal Fusion, at this year’s Cleaning Show.

Headed by managing director Shaun Bradbury, Dry Fusion UK is a thriving independent business in its own right, but the prospect of working in tandem with such a well established and flourishing company of worldwide renown is an exciting prospect. Bradbury said: “For many years Dry Fusion UK has been left to carve its own niche in the UK and European markets, but the new impetus afforded by the arrival of E D Oates Pty Ltd allows us a refreshing and stimulating vision for the future. We are very keen to work with them in streamlining the Dry Fusion brand and raising awareness of its quality of product and service globally. First on the agenda is a new website and a new and exciting creative approach, aptly titled ‘World of Fusion’.”

Notwithstanding the current challenging economic pressures, David Birch, CEO of E D Oates Pty Ltd, is confident that he can take the Dry Fusion brand to a new level - not only in Australia but throughout Europe and America. He said: “With the world economy facing some significant challenges in the months ahead, at Oates we continue to position our brands as a strong value for money proposition for both our customers and consumers. Oates will continue to work closely with our trade partners, such as Dry Fusion UK, to ensure that we offer a quality product and reliable supply.”

One change that will be implemented very quickly is transferring the manufacture of Research Products and Citrus Resources chemicals destined for the UK market from Australia to the UK. The agreement to appoint Bradbury’s other company, Cleanerswarehouse, as exclusive European distributor for the Citrus and Research brands has now been completed and will run alongside the developments underway with the Dry Fusion brand. Under the agreement, all manufacturing will be done under license in the UK from April this year. Bradbury explained: “In this day and age transporting chemicals from one side of the world to the other is no longer an option. Our industry is fast becoming conscious of its environmental responsibilities and I think that the future of the cleaning industry has to be ‘greener’. Like so many others we have to rise to the challenge and explore ways of reducing our carbon footprint. With the approval of Oates, we are delighted to be able to make this positive change - the first of many!”

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