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~ Bissell ~

“INNOVATION

AND

AUTHENTICITY”

Text: Sanne Leenders // Photos: Bissell

“Almost every household in the United States owns a BISSELL product. This would be
a great goal to achieve in Europe as well”, says Vincent Huinck, Commercial Director
at BISSELL International. We met with Vincent to tell us more about the dynamic and
exciting home care industry and BISSELL’s journey entering the European market.
BISSELL is a floor care product manufacturing company, headquartered in Grand

Rapids, Michigan, USA. With over 145 years of experience, BISSELL is a family owned
business in its fifth generation and a market leader in home care. They have achieved this
by continuously innovating their products, maintaining lasting relationships with their
trade partners and, most importantly, keeping their customers at the center of all of their
innovations. Only five years ago, the company decided to seriously spread their wings and
explore opportunities outside North America. Since then the company is showing significant
growth and is leading the Wet & Wash floorcare category in Europe.

urrently, as the Commercial Director I am every household owns a BISSELL and the brand is very
responsible for sales and marketing in Europe well-known, but in Europe we are a new brand competing
Cand South America. I did not have a background with very well-known and established European brands. The
in Small Domestic Appliances, when I joined BISSELL fact that we can share our authentic history and bring our
3 years ago, however, throughout my career I worked for innovation and experience to the market gives us numer-
branded consumer goods companies with a strong desire ous opportunities. Together with our business partners we
to expand Internationally. People may not expect this, but have accelerated our business and established a solid position
floorcare is a very dynamic and exciting industry to be within the European market.
active in. Every year Europeans spend billions of Euros
on home care products. During the COVID crisis we BISSELL products are Mass Premium, well designed and
are currently living in, people are spending more time at crafted, technologically advanced and affordable for a large
home appreciating and caring about their homes. This has consumer base. We are a ‘family’ brand, meaning BISSELL
increased spending even more. products are ‘made by a family, for your family’. In addition
to their passion for floorcare-innovation, the BISSELL
Innovation and authenticity family has always been very passionate and caring about
BISSELL has been dedicated to floorcare for over 145 years the wellbeing of pets. Since 2011 there is the BISSELL
and has an authentic history, which you could consider a Pet Foundation, led by Cathy Bissell. The BISSELL Pet
competitive advantage versus other new brands entering Foundation’s goal is to support shelters and animal welfare
the market. In our home market the United States, almost organizations. This includes helping to reduce the number of

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