BRAWNEY LICENSE BEEFS UP EVERCARE'S CLEANING ASSORTMENT.(Evercare Co.'s marketing of Brawney branded products)(Brief Article)

HFN: The Weekly Newspaper for the Home Furnishing Network, March, 2005

ALPHARETTA, Ga.-The Evercare Co. is expanding its licensed cleaning products with a line of Brawny-branded goods that will launch at next week's International Home & Housewares Show in Chicago.

Evercare has a license agreement with Atlanta-based Georgia-Pacific, makers of the Brawny line of paper towels. Some of the products have been available at Target Stores, but the entire line, which includes smallwares, gloves, sponges and cleaning cloths, will be rolled out nationally in April and will be geared to mass merchants and grocery stores.

The company teamed up with Brawny because brand consumer recognition would add to the company's line of sponges with DuraFresh technology, said Lena Heidel, director of product development for Evercare. DuraFresh...