ZELE – Having achieved record sales of more than €1.2 billion in 2023, Belgian-headquartered hygiene product manufacturer Drylock Technologies has announced the expansion of its baby care product manufacturing capacity with a new plant in Reidsville, North Carolina.

Occupying a 430,000-square-foot space, the facility will feature cutting-edge technology to produce baby diapers and pants.

With an incontinence product plant established seven years ago in Eau Claire, Wisconsin, Drylock is making a further multi-million dollar investment in the USA to meet the increasing demand for high quality baby care products from North American customers.

“People have often asked me when I would be establishing a baby products plant in the USA and I’m very happy to say that the time is now,” says CEO, Bart Van Malderen. “With a localised manufacturing presence, we can support faster product development for our US customers and empower them with unparalleled speed to market.

“The move is part of our strategy to follow our customers – it is answering the increasing demand for baby care products among our valued North American customers and serves as the perfect addition to our plant in Wisconsin, which has served as the bedrock of our incontinence products business in the USA for seven years.”

Retailer brands

The retailer brand sector of the market has seen significant growth in recent years, driven by enhanced product quality and range extensions, optimized positioning and high innovation levels, in addition to bringing more sustainable solutions, all designed to compete directly with the national brands.

Retailer own brands have become the perfect answer for consumers who are looking for value for money without compromising on quality. Drylock has proven the ideal partner for realising this growth.

The new facility will create significant employment opportunities for the Reidsville region, with some 300 direct positions and a significant number of indirect jobs to be created in the local area.

Drylock’s mission is to combine customer focus with product innovation and manufacturing and its achievements to date range from being the first CO2-neutral hygiene product manufacturer to running its production on 100% green energy.