With a strategic step towards the consolidation of its global identity, the Grupo Familia company, with more than 67 years of experience in Colombia, officially adopts the name of its Swedish parent company, Essity.
The announcement was made by Diego Loaiza, director of the company for the Andean and Caribbean region, during the inauguration of the new logistics center located in Rionegro, in the East Antioquia.
The transformation marks a milestone in the history of one of the most recognized companies in the country, which has earned a place in Colombian homes through emblematic brands such as small, family, us, Tena and Pomys.
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With market shares of up to 60% in segments such as female care, Essity now bets on strengthening its presence and operational capacity in the region, without neglecting its Colombian legacy.
“This new stage symbolizes a company with a larger scale and strength. We honor our history and, at the same time, we advance with a global vision that will allow us to continue innovating, invest and generate sustainable value for our clients and consumers,” Loaiza said during the launch event.
The new Logistics Center, one of the most important investments of the company in recent years, has cutting -edge technology: automated transelelevadores, an intelligent management system, 29 loading and unloading docks, as well as additional space for future expansions.
The installation can house more than 40,000 pallets, which makes it one of the most advanced in the sector.
According to data delivered by the company, the new logistics center is expected to reduce dispatch times by 33%, positively impacting the efficiency of the supply chain. In addition, it is projected that 45% of sales will come from distributed products from this new headquarters.
The commitment to sustainability is also the protagonist in this transformation. Compared to the previous center located in Girardota, the new infrastructure allows an improvement of 21% in energy efficiency per square meter and a 55.8% reduction in annual CO₂ emissions.
This responds to ESSITY’s global commitment to operate under environmental responsibility and operational efficiency.
During the construction of the complex more than 900 temporary jobs were generated. To this are added 150 new positions created by the implementation of the Free Zone and another 150 as a result of the decrease in the working day, evidencing the positive impact of this initiative also in the workplace.
“We are convinced that this evolution will not only allow us to maintain our Colombian roots, but also make the most of the knowledge and global experience of ESSITY. Our commitment to the country and with our people is still stronger than ever,” Loaiza concluded.
With this change, Essity seeks to consolidate its position as leader in hygiene and health products in Latin America, pointing to sustainable growth that combines innovation, efficiency and social commitment.
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