Hamilton Beach Inks Clorox Brand License For Air Purifiers

    Clorox, Hamilton Beach

    Kitchenware supplier Hamilton Beach is licensing the Clorox brand as part of the company’s effort to launch a premium line of air purifiers. 

    The new assortment will be sold under the Clorox name with products scheduled to be launched this year and others added in 2022. The new line will complement the company’s current line of air purifiers. 

    “We are confident that our experience as a leading participant in the large and fast-growing air purifier market, combined with the trusted and well-known Clorox brand name that is synonymous with clean, will be a winning combination for providing consumers with superior product offerings,” said Scott Tidey senior vice president, Consumer Sales and Marketing for Hamilton Beach. “Our goal is to provide consumers with the best available options for reducing allergens, bacteria and viruses.”


    Hamilton Beach will source and market the new line and distribute the products through both online and brick-and-mortar channels. Distribution is planned for the U.S., Canada and Mexico markets. 

    The initial Clorox air purifiers will have true HEPA filters that are designed to capture 99.97% of allergens and particulates from pollen, dust, smoke and mold as well as reduce viruses and bacteria in the air. Product pricing at retail is expected to range from $89.99 to $229.99.

    According to NPD, which tracks the sale of small appliances, the U.S. market for air purifiers in 2020 more than doubled in size to $942 million from $407 million in 2019. These amounts do not include the sale of replacement filters. 

    The demand surge for air purifiers in 2020 was driven by consumer concerns about the COVID-19 pandemic, the impact of wildfires on air quality and a stronger and longer allergy season. 

    Consumers are expected to become increasingly concerned with indoor air quality at home and in businesses driving the continued rapid growth of air purifiers to help remove harmful particulates, eliminate odors, and protect against a myriad of diseases.