Happy 75th birthday, Wettex: The extraordinary tale behind the Swedish dishcloth

“Hand me a Wettex, please!” – Asked this, every Swede would immediately know what to do. Originally a brand name, Wettex has become what only a select few brands can ever hope to achieve in their lifetime: an eponym; a brand name which has come to describe an entire product category. To mark the brand’s 75th birthday in 2024, we explore the roots, the heritage and how the legacy of founder Curt Lindquist shapes the brand today. We also unveil why Carl Johann Freudenberg and Curt Lindquist would likely have become friends, had they met.?

In the history of inventions, inspirations often stem from the most unexpected places: For engineer Curt Lindquist, the journey to creating a household staple began with an ordinary kitchen item — a meat grinder. Little did he know that his inventive spirit, coupled with a dash of tenacity, would earn him the prestigious Royal Swedish Academy of Engineering Sciences’ gold medal. Plus, of course, the satisfaction of having founded an iconic product and brand.??

From a simple idea grows a successful business?

It was in the winter of 1949 that Curt Lindquist, then employed at Nordisk Silkescellulosa AB, a firm which produced cellulose sponges. Frustrated by the inefficiency of traditional cotton rags and the clunky handling of his employer’s sponges, Lindquist sought to harness the absorbency of the sponge in a more practical form. Together with his wife Margareta and their sons, Curt turned to the first and most obvious thing he could find to change the shape and consistency of the sponge: Using a meat grinder, Curt ground a cellulose sponge into a slimy, green pulp. Despite the arduous task, the Lindquist family eventually transformed the concoction into a flat cloth with remarkable absorbency. Thus, the idea for the efficient and effective household cloth was born. Aptly called “Wettex”, the name blends the words "wet" and "textile."??

As the sponge cloth gained traction in the market quickly, this triggered Curt’s entrepreneurial spirit. He believed in his product to such an extent that he relied on the quality and benefit of his product to speak for itself. Thus, he refrained from costly advertising campaigns. His prudent approach not only ensured the company's profitability long-term, but also paved the way for international expansion. In 1954, the retailer American Sponge and Chamois Company sold around 800,000 dishcloths in the USA. By the 1960s, Wettex was a registered trademark in round about 50 countries. Despite his position, the Lindquist family remained relatively anonymous in their hometown of Norrk?ping, where production of Wettex cloths is located until today.??

Freudenberg and Wettex – a great paring?

Since 1990, Wettex has been part of Freudenberg, with Sweden, Austria and Greece as main markets. While the brand stayed true to its roots, it is the brand’s unique heritage and positioning that promises a bright future: “The recipe for a Wettex cloth has remained the same since 1949 – cellulose and cotton”, says Linda Andersen, Wettex Marketing Manager for Sweden. “With its natural ingredients, and sustainability on consumers’ minds, our promise that the cloth is 100 percent biodegradable is more valuable than ever.” In addition, Wettex benefits of an emotional connection among consumers: “Wettex cloths have always been there, the tradition passed down from one generation to the next, always available when something needs drying up. A silent hero in the kitchen that we trust. We Swedes often bring our Wettex on vacations abroad, and we can′t live without it.”?

Comparing Carl Johann Freudenberg and Curt Lindquist, it is clear they would have got on well together: Both shared a keen sense of inventiveness, long-term thinking and high moral standards and integrity. Lindquist is renowned for not accepting bribes. Employees even knew him as “The Strict Boss". Yet, Lindquist behind this facade lay a compassionate heart and a sense of responsibility towards his employees, exemplified by his support for an employee who lost her sight due to diabetes. A rare display of empathy in the corporate world of the time.?

In the anniversary year of both Freudenberg and Wettex, we celebrate the successes and achievements of two founders who have achieved remarkable things. Congratulations, Freudenberg, and congratulations, Wettex.??