Softer option

Extra sheets aim to attract local store shoppers

Both the volume of sales and the number of buyers have increased since Nicky added 10 sheets to its toilet rolls and introduced a softening emboss,  according to Giorgio Garzelli, business director at brand owner Sofitel.

He said the brand registered 5.6% year-on-year volume growth in the period from January to April this year.

And he added that the number of people purchasing the brand was up by 7.3% for the 12 weeks to the end of April.

007_Nicky Elite toilet tissue May 2015

Garzelli put the growth down to increasing sales through independent stores.

“With Nicky our aim has been to offer a wide range of paper products with a consistent high quality at affordable prices,” he said.

“Customers and retailers both find that Nicky is the only brand offering a valid alternative in terms of quality and prices to the discounters’ private-label products.”

Modern shoppers are more cash-conscious than ever and know a good deal when they see one, he argued.

“Our commitment remains delivering a good value for money product.”