Treet Corp revises launch date for two personal care brands

Treet Corporation Limited announced on Tuesday that it had revised the date of the launch of its personal care brands, Genesis and Estela “to align the introduction of the brands with a more suitable market window”.

The listed company disclosed the development in its notice to the Pakistan Stock Exchange (PSX) today.

The launch was initially scheduled for January 10. However, the company now intends to proceed with a simultaneous nationwide launch of Genesis and Estela after the first week of Ramadan, stated the notice.

On October 8, the company announced it had approved the strategic expansion into the personal care segment, marking a significant milestone in its long-standing legacy of product innovation and diversification.

Under this initiative, Treet will introduce two new proprietary brands, i.e. Genesis and Estela.

“These brands and products are being developed by the company’s in-house innovation department and are envisioned to offer a comprehensive range of shaving, grooming, and personal care products,” it said back then.

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Meanwhile, in its notice today, the company stated that it believed the revised timeline would enable a more effective market rollout and sustained brand engagement.

“All other aspects of the previously disclosed material information remain unchanged.”

Last year, the group announced plans to expand its hygiene razor segment, approving a capital expenditure of Rs430 million (~ USD 1.5 million) to meet surging local and export demand.

Treet Corporation Limited was incorporated in Pakistan as a publicly listed company in 1977.

The company is engaged in the manufacturing and sale of razors and razor blades, along with other trading activities. The company has a product range of over 75 SKUs, including shaving razors, body razors and feminine razors.