COMPANY

Founded in 1977, Madel Spa represents one of the most interesting Italian production realities in the household detergents and bodycare sector. With our wide range of quality products and excellent service, our company is able to compete with some of the leading companies in the industry.

The company’s top brands are Pulirapid, a leading scale removing liquid; Deox, the only range of patented deodorizing washing powder in the world that prevents odours caused by perspiration to form on the fabrics; and Smacchiotutto, a concentrated stain remover capable of removing even the most stubborn stains from clothes.

Madel also works in the private label industry and is a partner to some of the most prestigious Italian and European distributors. The factory covers an area of 86,000 m2 (over 30,000 of which is enclosed) and has 12 latest generation production lines with an elevated production capacity to satisfy every kind of market request.

Madel is ISO 9001 certified and it is a member of Assocasa, as well as being the “Officina di Produzione” (Production Plant) authorised by the Ministry of Health for the production and commercialisation of products for the medical and surgical industry.Founded in 1975, Madel Spa represents one of the most interesting Italian production realities in the household detergents and bodycare sector. With our wide range of quality products and excellent service, our company is able to compete with some of the leading companies in the industry.

The company’s top brands are Pulirapid, a leading scale removing liquid; Deox, the only range of patented deodorizing washing powder in the world that prevents odours caused by perspiration to form on the fabrics; and Smacchiotutto, a concentrated stain remover capable of removing even the most stubborn stains from clothes.

Madel also works in the private label industry and is a partner to some of the most prestigious Italian and European distributors. The factory covers an area of 86,000 m2 (over 30,000 of which is enclosed) and has 12 latest generation production lines with an elevated production capacity to satisfy every kind of market request.

Madel is ISO 9001 certified and it is a member of Assocasa, as well as being the “Officina di Produzione” (Production Plant) authorised by the Ministry of Health for the production and commercialisation of products for the medical and surgical industry.
MISSION

The company mission is to create quality Madel and private label brands and innovative products while respecting the environment. All this is thanks to one of the most avant-garde internal research and development laboratories in the sector.


Our claim “il pulito ti sorride” (a cleanness that smiles) underlines the Madel philosophy to stand by Italian women and provide them with innovative and high-quality products that make their lives easier and more pleasurable.

MARKETING AND DISTRIBUTION

Madel produces and sells over 300 products, designed to meet all commercial needs of our partners and ultimately of the end consumer.

Our company is principally concerned with the following three areas of the market:

  • Laundry detergents and additives
  • Household detergents
  • Bodycare products

We have always been a partner of wholesalers and the most important Italian retailer chains. This means that we have considerable access to all areas of the Italian market.

Furthermore, our company also has access to foreign markets through many of its associates. Madel CZ is mainly active in the Czech Republic and Slovakia, and Madel International is active in the remaining foreign markets. Around 10% of our turnover comes from sales outside Italy.

 

QUALITY AND RESERACH

We have always been convinced that quality has to be a top priority in achieving continuity and long-lasting success. This is why Madel has always invested a large part of its resources in research, development and the production process.

Our pride and joy is definitely our Research and Development Laboratory, which is staffed by 5 people on a daily basis, guaranteeing the optimal quality of all our products.

The laboratory carries out chemical and bacteriological analyses not only throughout the production process, but also on the finished products. Thanks to collaborations with some of the most influential suppliers of raw materials on the international market, the laboratory is also the launch pad for all our new products.

 

ENVIRONMENT AND CERTIFICATIONS

The protection of the environment is another of the strongholds of Madel’s business.

We operate within the market of detergents with the underlying objective, aside from the intrinsic quality and performance of the products, of safeguarding the environment, not an unworthy task at all.

We are convinced that all processes that lead to the creation of a good product must also be managed with consideration for the environment.

To achieve this, the company observes strict rules with the objective of reducing the consumption of resources and the impact on the environment.
The most striking example of our attention to the environment is found in the Winni’s line, the only line which is completely biodegradable and which utilises only cleaning agents with a vegetable base.

All this at a highly competitive price and with an indisputable quality comparable to that of the market leaders. In 2000 this philosophy also led to the award of the UNI EN ISO 2000:9001 certificate. Furthermore, Madel adheres to the AISE program and is a member of Assocasa and Unipro.