Who Owns Brita?
Brita is owned by The Clorox Company, a publicly traded American multinational manufacturer listed on the NYSE (CLX). Clorox operates Brita as their water filtration brand in North America and other international markets.
Parent Company
The Clorox Company
Founded
1966
Status
Publicly Traded
Headquarters
Oakland, California, USA
Who Owns Brita?
- Parent Company: The Clorox Company
- Ownership Type: Wholly owned
- Company Type: Publicly Traded
- Stock Ticker: NYSE: CLX
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Brita | The Clorox Company | Wholly owned |
History of Brita
- Founded: 1966
- Founders: Heinz Hankammer
Brita was founded in 1966 by Heinz Hankammer in Germany, who developed the first household water filter cartridge. The company was established to provide consumers with improved water quality through innovative filtration technology. This founding vision demonstrated exceptional insight into the growing demand for household water purification while creating a distinctive product category that would define the brand for decades and establish Brita as a pioneer in home water filtration.
Throughout the late 1960s and 1970s, Brita expanded its water filtration products, introducing water pitchers and portable filtration systems for household use. The brand became known for its effectiveness in reducing chlorine, lead, and other contaminants from tap water. This period of innovation demonstrated Brita's ability to build brand recognition through effective product development while establishing the scientific credibility and reliability that would become synonymous with the Brita name.
In 1995, The Clorox Company acquired the rights to market and distribute Brita products in North America and several other international markets. Under Clorox ownership, Brita has continued to innovate and expand its product line, including advanced filtration technologies and new product categories. This strategic partnership demonstrated Clorox's exceptional ability to identify and acquire innovative consumer brands with strong market potential while providing the resources necessary for accelerated growth and market expansion.
Throughout the 2000s and 2010s, Brita has enhanced its water filtration capabilities, developing more efficient filters and expanding into commercial and industrial water treatment solutions. The brand continues to focus on sustainability and reducing plastic waste through reusable filtration systems. This continued innovation demonstrates Brita's ability to adapt to changing consumer preferences and environmental concerns while maintaining its core value proposition of providing clean, safe drinking water through innovative filtration technology.
About The Clorox Company
What does The Clorox Company own?
The Clorox Company owns a portfolio of consumer brands including Clorox bleach, Glad trash bags, Brita water filters, Pine-Sol, Formula 409, Hidden Valley Ranch, Kingsford charcoal, Burt's Bees natural personal care products, Fresh Step cat litter, and Tilex bathroom cleaner. The company operates primarily in the United States with international operations in Latin America, Canada, Europe, and Asia Pacific.
Is The Clorox Company publicly traded?
Yes, The Clorox Company is listed on the New York Stock Exchange under ticker CLX. The company has been publicly traded since 1969, when it was divested by Procter and Gamble following an FTC antitrust ruling. Clorox has no single controlling shareholder, with major institutional holders including Vanguard Group, BlackRock, and State Street.
Who founded The Clorox Company?
The Clorox Company was founded in 1913 in Oakland, California by five businessmen: Archibald Taft, Edward Hughes, Charles Husband, William Hussey, and Rufus Myers. The founders each invested $100 to establish the Electro-Alkaline Company, which produced liquid bleach. The company was renamed the Clorox Chemical Company in 1922.
Where is The Clorox Company headquartered?
The Clorox Company is headquartered in Oakland, California, USA. The company has maintained its headquarters in the Oakland area since its founding in 1913. Clorox operates manufacturing facilities in the United States, Canada, Mexico, Brazil, China, and the Philippines.
How many brands does The Clorox Company own?
The Clorox Company owns more than 10 major consumer brands, including Clorox, Glad, Brita, Pine-Sol, Formula 409, Hidden Valley, Kingsford, Burt's Bees, Fresh Step, and Tilex. The company sells products in more than 100 countries worldwide.
Who owns The Clorox Company?
The Clorox Company is publicly traded on the NYSE with a broad institutional and retail shareholder base. No single shareholder holds a controlling stake. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. Linda Rendle serves as Chairman and CEO.
- Founded: 1913
- Headquarters: Oakland, California, USA
- Company Type: Publicly Traded
- Stock: NYSE: CLX
Where Is Brita Made / Based?
- Headquarters: Oakland, California, USA
- Manufacturing / Operations: Germany, United States, International markets
Brands Owned by The Clorox Company
- Burt's Bees - American personal care brand specializing in natural and organic skincare, lip c...
- Clorox Bleach - American brand of household bleach and cleaning products, the leading bleach bra...
- Formula 409 - American multi-purpose cleaner and degreaser brand known for its effective clean...
- Glad - American food storage and waste management brand providing plastic wrap, food st...
- Hidden Valley - American food brand known for its ranch dressing and salad dressings, offering v...
- Kingsford - American charcoal and grilling fuel brand known for its charcoal briquettes, gri...
- Pine-Sol - American cleaning products brand known for its pine-scented multi-surface cleane...
Brita Ownership: Pros & Cons
Advantages
- +Strong brand recognition in water filtration and water treatment
- +Integration with Clorox's extensive distribution and marketing capabilities
- +Advanced water filtration technology and research capabilities
- +Focus on sustainability and reducing plastic water bottle waste
- +Comprehensive product range for residential and commercial water filtration
Considerations
- -Competition from other water filtration brands and bottled water alternatives
- -Dependence on consumer awareness of water quality issues
- -Need for continuous innovation in filtration technology
- -Environmental concerns about filter cartridge disposal and recycling
- -Market saturation in developed regions for basic water filtration products
Frequently Asked Questions About Brita
Where to Buy
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Brita on AmazonCompetitors to Brita
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Pepsico | Israel | 1903 | Mass Market | Global | All Genders |
Learn More About Competitors
Competitive Analysis
Market Positioning: Brita competes with 1 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
The Clorox Company Stock Information
Jobs at The Clorox Company
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