110 years ago, a “lifetime” solid soap began to be marketed in San Sebastián under the name Lagarto, a product that continues today and has become the most iconic of this brand, whose strange name literally “saved” a few years ago the Eurochemical company, in charge of manufacturing all of the brand’s liquid products from Illescas since the 90s. (Toledo).
The Illescas factory was born in 1974 as Euroquimica and different reasons led its owner, Francisco Moreno, to the acquisition of the Lagarto soap production center that had been in Zaragoza since 1971 and, with it, that of the Lagarto brand itself, which since Then he became part of a Castilian-La Mancha company.
This is explained in an interview with Europa Press by the general director of Euroquimica, Sergio Talavera, who admits that after a series of incidents caused by the sudden death of Moreno, and a subsequent management that was perhaps not “the most appropriate”, The company faced a “very drastic, very complex restructuring process from a financial point of view”which is already culminating and in which the word Lizard has had a lot to do with it.
“We have saved the company thanks to a brand like Lagarto, probably if we had had another we would not be talking” now, acknowledges Talavera, who assures that, despite past vicissitudes, “the future is promising,” and includes a five-year expansion plan that exceeds 30 million euros in turnover and the expansion of the current range of productscomposed of more than 60 different references.
He does not want to reveal anything about these “innovative” products because “they could be copied from us,” he sensibly emphasizes. A reluctance that responds to the fact that Lagarto is a “modest, small company” that “fights against large multinationals” and “very powerful” brands, in a “very complex, very competitive” marketwhere there are many operators” and in which it has to “fight” to find a place, with the effort, he emphasizes, of all its workers.
According to their data, Lagarto “is a brand known by 95% of consumers,” and although the famous soap – the bar with the red letters in capital letters – and The powder detergent is manufactured in Zaragoza, The Illescas factory has taken credit for producing the liquid version of the traditional solid soap, and the paste soap, a “more modern” product and one of the latest to join its catalogue, which “is the best stain remover that exists right now on the market,” he assures.
In 20,000 square meters, of which 10,000 are occupied by the facilities, about 45 workers – of the 80 that make up the company – manufacture approximately 15 million units of liters per year.
Liters that fill containers of floor cleaners, hand dishwashers, ammonia, liquid detergents or bleaches in different formats or in 5, 10 and 25 liter bottles for the industrial market, which are added to, for example, “the only ecological suitcase on the market” of powder detergent, which has the Ecolabel certificate.
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