GLOBAL: P&G sold Wash&Go brand to Italian group Conter | Progresiv
US giant Procter & Gamble recently sold Wash&Go brand to Italian manufacturer of personal care goods Conter, the transaction value not being communicated by the company. Under the agreement, P&G ensured the brand’s distribution until September, from which date the distribution of Wash&Go products is carried out by the Sarantis. 
“Wash&Go was sold to the Italian group Counter, P&G providing the products distribution for a period of six months. Also, according to the agreement, P&G will manufacture Wash&Go brand for a period of one year after the completion of the transfer”, said Cornelia Sofronie, Communication Manager at Procter & Gamble Romania, to Progresiv magazine.
“Conter acquired this spring the Wash&Go brand. With this transaction we will strengthen our market position in personal care goods. The distribution of the products will be ensured by Sarantis, whom we recently concluded a cooperation agreement. Besides Wash&Go, Sarantis will distribute Tesori d'Oriente and Denim brands”, said Giorgio Berni, Export Area Manager Conter.
For P&G, the decision to sell the Wash&Go is part of a broader strategy of the company, who wants to give up brands that report slower growth and focus their energy and resources on brands with higher growth potential.
