Whisper Luxi hand towel from Northwood
05 November 2019
The UK’s smartest washrooms are enjoying the benefits of one of the most successful premium tissue ranges, comprising a complete luxury paper hygiene offer, combining upmarket appearance and feel with performance.
Created by Northwood, the leading manufacturer and supplier of Away-from-Home (AfH) professional paper hygiene and wiping products, Whisper is enjoying a 20% increase in year-on-year sales.
Earlier in 2019, in response to growing customer demand, the collection was expanded, with the launch of two new conventional toilet rolls – Whisper Super Soft and Whisper 320 – and the airlaid Luxi hand towel, enhancing the brand’s comprehensive collection of luxury toilet tissue, facial tissue and hand towels.
With a superior GSM (grams per square meter) rating and airlaid construction, the sumptuous, pure white Luxi hand towel delivers a product that - when compared to conventional wetlaid paper - is not only exceptionally and luxuriously soft, but also very strong and highly absorbent, minimising the amount required.
All tissue products in the Whisper range are manufactured from pure pulp and the toilet roll is embossed and laminated for extra comfort, strength and luxury, as befits elegant washroom environments. They also meet the Cleaning and Hygiene Suppliers Association (CHSA) Soft Tissue Standard.
In addition to providing attractive, tactile, high performance products, Whisper is unique in its provision of a comprehensive portfolio of premium products beneath a single brand, making the procurement process more efficient.
With high-end customers including the Savoy, Gleneagles and Hyat hotels, Whisper’s growing popularity has resulted in a significant investment programme to ensure its continued success, and further new products will be unveiled in future, reflecting the evolving requirements of the market.
The ongoing expansion of the range will be facilitated by Northwood’s recent eight figure investment in state-of-the-art machinery, promoting benefits both of volume capacity and efficiency.
Rare within the industry, family-owned Northwood is a vertically integrated group of associated companies, the activities of which include recycling, parent reel production, converting and logistics and span 10 UK and two European sites. Vertical integration enables the business to closely control all aspects of its operation, resulting in the delivery of high quality products and market-leading service.
Environmental sustainability is of paramount importance, and the company’s integrated structure enables it to ensure that a sustainable approach is taken throughout the business.
The company has an ambitious investment strategy, investing in both capital and human resources on an ongoing basis.
Distributors of the Whisper brand enjoy an industry-leading distributor support service, delivered by one of the sector’s largest commercial support teams. Northwood engages with end-users on customers’ behalf and presents at their events, as well as producing bespoke online, print and event marketing collateral.