Netherlands: Wibra launches Its own label laundry detergent line
Discount Variety Retail Chain Wibra is expanding its private label assortment with W-care, a new line of laundry detergents for white, colored, and dark laundry. The launch aligns with the retailer's positioning focused on affordable daily groceries and household products.
The line consists of three variants: W-care White, W-care Color, and W-care Dark. The concentrated detergents are suitable for temperatures starting from 20 degrees Celsius and are sold in 1.5-liter bottles. According to Wibra, one bottle is enough for 42 washes. At a retail price of €2.99, that comes out to about 7 cents per wash. During the launch promotion, running from week 38 through 41, three bottles will be available for €7.50.
In developing the line, Wibra stated that it looked not only at price, but also at formulation, fragrance, packaging, and ease of use. Through this, the retailer aims to offer an alternative in a product category where consumers make regular recurring purchases.
"Laundry detergent is a product everyone needs, and doing laundry is something every household has to deal with. That’s why we wanted to offer good quality here specifically at a competitive Wibra price," says Amela Hodzic Meric, Consumables Team Lead and Buyer at Wibra. According to her, fragrance also plays an important role in product choice. Wibra compares its price to national brands, noting that the price difference per wash can add up significantly.
The launch is also tied to initiatives promoting longer clothing lifespans. Wibra is collaborating with Clevercare, which advises consumers on washing at lower temperatures, airing out clothes, and line drying. For collecting discarded textiles, Wibra is partnering with Sympany. Collection bins for clothing and other textiles are placed in stores, where items are collected, sorted, and given a new purpose.
W-care will be available starting September 14, 2026, in Wibra stores and via the retailer's webshop.
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