Parex, a brand of Provel Sanayi ve Tic. A.Ş., set out in 2011 with 100% domestic capital with the aim of becoming Turkey’s most innovative brand. Entering the market with 81 product varieties and meeting consumers at all sales points, Parex became one of the major players in just two years. Today, operating in 8 different categories with a product range reaching 300, Parex achieved market leadership in cleaning accessories in 2017. Undoubtedly, the key to Parex’s success lies in developing original products that bring an innovative approach to cleaning and change women’s lives.
In its first year of establishment, Parex introduced Turkey to the Twister, an automatic cleaning set with a rotating reservoir — a major innovation in the sector. This product, which revolutionized cleaning with its unparalleled convenience, also propelled Parex to leadership in the same category. Parex reinforced its leadership in this category with a new product every year. Following Twister came Tornado in 2012, the space-saving elevator system and dual-function mop-bucket set in 2014, the Mega flat mop in 2015, and the Power flat mop with microfiber cleaning cloth and 360-degree rotation feature in 2016.
Parex also differentiates itself in the sponge category with products that make cleaning easier and more comfortable. The flagship product Master Clean, with its superior foam, strong grip, and patented nail guard, has dominated the sponge market since its launch. Beyond sponges, Parex won consumer hearts in Turkey by bringing rubber gloves with improved grip to the market.
In the trash bag category, Parex strengthened its position year after year and gained a significant competitive advantage with Eco Pack, the environmentally friendly trash bag that uses 45% less plastic. Parex has offered consumers a high-quality, environmentally friendly, and innovative option in the trash bag market.
In all these categories, Parex has shaped the market with innovative products and launched firsts in Turkey. Parex’s innovative approach, R&D investments, and commitment to quality production make it an indispensable brand in the cleaning sector.
