North American Cleaning Giant Vicella Expands into Korea, Eyes Pet-Focused Market
SEOUL, SOUTH KOREA – Vicella, the leading floor management company in North America, is entering the Korean market, betting on the contry’s rapidly growing pet ownership and its reputation for embracing innovative products.Founded in the United States in 1876,the company anticipates leveraging its specialized cleaning technologies,especially those designed for pet owners,to gain a foothold in the competitive Korean market.Vicella, which generated 2.4 trillion won in sales last year and operates in over 60 countries, sees Korea as a key testing ground for new products within Asia. The move marks a meaningful expansion for the fifth-generation family-owned business, lead by current manager Max Bisell, who confirmed there was internal consensus to enter the Korean market.
“It is a good opportunity to test innovative products for Korean consumers who are leading Asia’s fashion,” Bisell stated. The company believes its deep understanding of pet families will provide a competitive edge,even against established Korean electronics brands like Samsung and LG.
Vicella’s brand vision centers on creating a happy and healthy life for people and their pets, reflected in technologies like its ‘Tangle-Free Brush Roll’ which prevents pet hair from becoming tangled in cleaning brushes. The company anticipates strong demand for its pet-specialized cleaning solutions, fueled by Korea’s increasing “pet parenting” trend.
bisell expressed enthusiasm for engaging directly with Korean consumers and experiencing the local culture, adding, “I want to see Korea, communicate with Korean consumers, and see the brand growing. I will also do K-food tours to eat beef and bibimbap because I like Korean food.”
