{"id":16097,"date":"2017-01-05T10:09:56","date_gmt":"2017-01-05T10:09:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/le-roi-des-couches-belge-debarque-aux-etats-unis-2\/"},"modified":"2017-01-05T10:09:56","modified_gmt":"2017-01-05T10:09:56","slug":"le-roi-des-couches-belge-debarque-aux-etats-unis-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/le-roi-des-couches-belge-debarque-aux-etats-unis-2\/","title":{"rendered":"Le \u2018roi des couches\u2019 belge  d\u00e9barque aux Etats-Unis"},"content":{"rendered":"<p>L\u2019entreprise belge <strong>Drylock<\/strong> du \u2018roi des couches\u2019 Bart Van Malderen (ex-<strong>Ontex<\/strong>) fait son entr\u00e9e aux USA, en rachetant <strong>Presto Absorbent<\/strong>, sp\u00e9cialis\u00e9 dans les couches adultes pour incontinence. Un march\u00e9 en pleine croissance qui sort enfin du tabou, estime Van Malderen.<\/p>\n<p><!--break--><\/p>\n<h2>71 millions de dollars<\/h2>\n<p>Apr\u00e8s avoir vendu son entreprise familiale Ontex il y a dix ans, aujourd\u2019hui Bart Van Malderen dirige Drylock, fabricant de produits absorbants innovants pour l\u2019hygi\u00e8ne b\u00e9b\u00e9, f\u00e9minine et incontinence adulte. Avec un chiffre d\u2019affaires de 30 million d\u2019euros Drylock est devenu un concurrent non n\u00e9gligeable pour Ontex ; qui plus est depuis que Drylock a <a href=\"http:\/\/drylock.eu\/news\/drylock-technologies-takes-presto-absorbent-products-usa\/\" target=\"_blank\" rel=\"noopener\">rachet\u00e9 le fabricant am\u00e9ricain de couches adultes pour incontinence Presto Absorbent <\/a>pour un montant de 70 millions d\u2019euros. L\u2019usine \u00e0 Eau Claire (Wisconsin) sera le quartier g\u00e9n\u00e9ral am\u00e9ricain de Drylock, qui ainsi aura une base solide dans le retail am\u00e9ricain.<\/p>\n<p>\nPour Van Malderen il s\u2019agit de sa deuxi\u00e8me grande acquisition (apr\u00e8s celle de l\u2019itailien CIP Assorbenti \u00e0 l\u2019automne 2015), mais certainement pas la derni\u00e8re, affirme-t-il dans le journal De Tijd : \u00ab Avec Ontex j\u2019ai conclu 26 deals. Pour Drylock aussi cette reprise ne sera pas le point final. \u00bb<\/p>\n<h2>\n\u00ab Un tabou enfin bris\u00e9 \u00bb<\/h2>\n<p>Il va sans dire que les couches pour incontinence repr\u00e9sentent un march\u00e9 en pleine croissance : la population ne cesse de vieillir et chacun d\u2019entre nous sera donc\u00a0 t\u00f4t ou tard confront\u00e9 \u00e0 des probl\u00e8mes de pertes urinaires suite \u00e0 des maladies d\u00e9g\u00e9n\u00e9ratives qui atteignent le syst\u00e8me nerveux. Certains d\u2019entre vous auront peut-\u00eatre d\u00e9j\u00e0 vu <a href=\"https:\/\/www.youtube.com\/watch?v=3NKvN7U5RXQ\" target=\"_blank\" rel=\"noopener\">le spot publicitaire humoristique <\/a>de <strong>Tena<\/strong>, qui s\u2019adresse sp\u00e9cifiquement aux hommes, pour qui le sujet reste un \u00e9norme tabou. Le spot sera diffus\u00e9 jusqu\u2019\u00e0 la fin du mois de janvier et a \u00e9t\u00e9 tr\u00e8s bien accueilli pas les urologues , qui se f\u00e9licitent que \u00ab le tabou soit enfin bris\u00e9 \u00bb.<\/p>\n<p>\n\u00ab C\u2019est la premi\u00e8re fois que je vois une publicit\u00e9 t\u00e9l\u00e9vis\u00e9e concernant des hommes\u00a0 avec des pertes urinaires. Il \u00e9tait grand temps. Les hommes sont de plus en plus nombreux \u00e0 \u00eatre concern\u00e9s par ce probl\u00e8me, mais aucun d\u2019entre eux n\u2019ose en parler \u00bb, explique le docteur Ignace Billiet du Centre urologique de Courtrai dans le journal Het Nieuwsbland. Selon l\u2019urologue Bo Coolsaet, la majorit\u00e9 des hommes ont d\u00e9j\u00e0 des pertes urinaires \u00e0 partir de 45 ans. \u00ab Avant ils devaient se d\u00e9brouiller avec des prot\u00e8ge-slips de leur femme \u00bb, pr\u00e9cise-t-il.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019entreprise belge Drylock du \u2018roi des couches\u2019 Bart Van Malderen (ex-Ontex) fait son entr\u00e9e aux USA, en rachetant Presto Absorbent, sp\u00e9cialis\u00e9 dans les couches adultes pour incontinence. Un march\u00e9 en pleine croissance qui sort enfin du tabou, estime Van Malderen. 71 millions de dollars Apr\u00e8s avoir vendu son entreprise familiale Ontex il y a dix [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":16094,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-16097","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le \u2018roi des couches\u2019 belge d\u00e9barque aux Etats-Unis - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"L\u2019entreprise belge Drylock 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