Safilar, the importer of the air freshener brand Ambi Pur, held by American giant Sara Lee, has budgeted turnover worth 15.6 million euros this year, after it posted business worth 13 million euros in 2007. "Currently the products that hold the biggest share in company sales are Ambi Pur air fresheners, and Frisbi and Sensitive paper towels, but we want to launch new products, in order to balance out Safilar's product portfolio. A balanced portfolio adds up to a stable business, because the company is not dependent on just one product category," said Flavius Bercium, Safilar's sales manager. In the last three months, the company has launched Humydry, a moisture absorber brand, and Genera, a personal care products brand. The Safilar representative believes this year's 20% increase in turnover will be prompted both by the increased market share for some of the products in the company's portfolio, and by the launch of new product categories.
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