How was 2024 for FHCS Professional Australia?

Australia is an important market for our company, even if the uncertain economic landscape has generated a more complex development. From one side, we have spent most of our time educating our stakeholders on how to “Spend to Save”, focusing the attention on how to clean in a sustainable and efficient way.

From the other side, we have supported our partners to exploit new opportunities. As evidence that our strategy is heading in the right direction, we have won the 2024 ISSA Awards for the Best Innovation in the janitorial space with the Oates Professional R-Hypro Dry and the Best Innovation in the Environmental Awareness and Sustainability category with r-MicronQuick from Vileda Professional.

What do you see as your main focus for 2025?

In 2025, the focus will be to increase the support to our external stakeholders, delivering sustainable innovation and offering the best professional solution for each customer’s needs, with a clear intention to deliver an excellent service level. Our goal is to educate the end users on how superior quality and durability can simplify and support their daily cleaning tasks.

Innovation is in our DNA, so also this year we will present new products. One product is the Max Mops launch, a new range of flat mops made from recycled materials that are long-lasting and improve the ease of cleaning different types of floors with maximised performance.

Sustainability will also remain at the centre of the strategy. We’re focusing our efforts on a full range of sustainable products, partnering with external certificatory partners such as GECA, Nordic Swan Ecolabel, OEKO-TEX and Plastica Seconda Vita.

What trends do you see in the cleaning industry?

The external economic landscape is challenging the entire industry to choose between a short-term tactical plan where price competitiveness is becoming more and more important and a long-term strategy that focuses on the definition of the best ad hoc solution to solve the end users’ needs in a sustainable way. At FHCS Professional, we believe our role is to increase awareness around the correct behaviours we should adopt to grow market sustainably. Important topics, such as “How to clean using only water while reducing 99 percent of viruses and bacteria” and “How can I reduce the waste and save money using a durable product”, will be at the forefront of our 2025 communication campaign. We have also developed a new model called “Spend to Save” to educate our customers towards this direction.

What are the biggest challenges facing the cleaning industry right now?

The cleaning industry faces the risk of focusing only on short- term solutions to navigate today’s challenges, without fully understanding its vital role now and in the future. Our mission is clear: to create a cleaner, healthier world and take responsibility

for reducing the spread of viruses and bacteria for the sake of future generations.

Where are the biggest opportunities?

The biggest opportunity is our team. We truly believe in developing a great place to work to enhance and develop the skills of each team member. We are a certified Great Place To Work, and it’s only the beginning. We believe that our new consultative model “Spend to Save” will be crucial in educating people on how to improve cleanliness, quality management and strategies for cost reduction.

What role does sustainability play in your plans for 2025?

At FHCS we have a bold vision. We expect to have 50 percent of our portfolio net sales to be circular by 2045. We are working with passion to minimise our footprint in order to maximise the handprint of our customers. We truly believe that this is our mission and we are ready to support our external stakeholders. For this reason we have created a new Brochure that explains our Sustainable Offer highlighting all the external certifications

(ex. OEKO TEK, Nordic SWAN). At a global level, Freudenberg is a signatory of the renowned Ellen MacArthur Foundation’s New Plastic Economy Global Commitment, and at a local level, we have just officialised a 2025 partnership with Clean up Australia, an association that inspires and mobilises communities to improve and conserve our environment.

What does good leadership mean to you?

The fast-changing scenario indicates that leadership styles need to adapt quickly and continuously to maintain a crucial role in this “infinite game”. As an “infinite player”, my goal is to lead the organisation to be in better shape in the future. My approach is to become a catalyst leader able to lead by example, vision-oriented and people-focused. I would like to enhance the culture of open feedback and collaboration. This will be achieved with our

committed and passionate team. We’re enjoying the journey as one big team and taking care of each other as we step up into our sustainable mission.

What is one thing you want people to know about the cleaning industry in 2025?

The vision of Freudenberg Home and cleaning Solution is to make our world cleaner. You can also be an active part in this journey, step aboard.