Markets, Licensing and Distribution
Henkel AG manufactures, distributes, and markets Persil in Germany, the Netherlands, Poland and most other European countries. In addition, they sell to several Middle East countries: Egypt, Lebanon, Saudi Arabia and Syria. Henkel markets Persil under the name "Dixan" in Greece, Italy and Cyprus; and under the name "Wipp" in Spain and China. There are some national markets (Austria, Belgium, Netherlands) where both Henkel's Persil and Dixan can be found at major retailers. In such cases, the Persil moniker is given priority by Henkel in its marketing. Henkel sells its Persil formulation in France under the name "Le Chat", as Unilever owns the license to the Persil trademark in that country.
Unilever Corporation markets Persil in Ireland and the United Kingdom (and a few other European countries) since acquiring rights to the brand (one of its first such acquisitions) in 1931. (The "Small and Mighty" product line – a highly concentrated liquid detergent formulation —is found only in these markets.) Unilever also sells Persil in France. In this market, the brand focuses on "natural" ingredients and "skin-friendly" formulations. It is competitively sold alongside Unilever's biggest selling detergent brand in France, "Skip". In the United States and Canada, Persil is a premium, limited-distribution product —being only available through appliance centers.
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