THE ORIGINS
The Arizzi family takes its first steps in the production of detergents for laundry and house cleaning. The first production site, located in the province of Bergamo, 50km east of Milan, is nothing more than a small workshop of 100 square meters together with the house garage.
THE VISION
Fabrizio Arizzi, who was 17 at the time, takes the lead of the company and immediately defines his approach to the market: the products must always be of excellent quality, supported by the care of the packaging and perfumes, which thus become a primary and distinctive factor.
EVERYLINE IS BORN
A complex sales organization, which, with over 700 presenters, offers a line of high quality products for personal and home care. Objective: your beauty and that of your home!
The uniqueness of the products – including a first draft of a universal degreaser – and the quality of style and design are the main elements that will characterize its development, in direct contact with the final consumer.
IT IS ALREADY LEADERSHIP
Dasty focuses on high technological specialization: few products, on which to offer the best quality at a competitive price. Market leader in the production of abrasive cream for private label, it produces over 10 million pieces per year, supplying 186 different brands in Italy and abroad.
Please note: The abrasive cream is in fact the precursor of the degreaser: unbeatable in the mechanical removal of dirt, however it requires a very laborious rinsing, and this limits the scope of applications.
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THE DEGREASER IS BORN
The idea of a universal detergent, already guessed with Everyhouse, develops thanks to a careful observation of the scenario: there is no product on the market that is super effective and at the same time easy to use, both in the kitchen and in the professional environment.
Dasty uses all the know-how of its laboratory team and, thanks to the use of an exclusive component, creates a modern and revolutionary product that will transform the Company as well as the entire market: the Universal Degreaser.
- as powerful as an abrasive cream but easy to rinse
- effective on any type of dirt, even without mechanical rubbing, from the kitchen to the mechanical workshop
- with an immediately percevable quality, thanks to its amazing performance
THE INTERNATIONAL SUCCESS
Dasty launches the concept of the universal super degreaser throughout Europe, creating over 70 brands including Private Labels and Brands in various countries (Germany, Norway, Switzerland, UK, Slovenia, Spain, France, Austria, Romania, Poland, Hungary, Albania, Serbia).
DASTY AND WIBRA
Dasty Degreaser also lands in the Netherlands and Belgium, but on Dasty Degreaser also lands in the Netherlands and Belgium, but on this occasion it does it under its own brand: Dasty Ontvetter takes the first steps of what will be its international leadership in the textile stores of Wibra, and is immediately an unprecedented success: volumes grow exponentially and the foundations are laid for a long and lasting partnership that brings Dasty Ontvetter® to be the market leader in Beneleux today.
FK3 PROFESIONAL
The never dormant idea of direct contact with the consumer spurs Fabrizio to an innovative approach: thus FK3 Universal Degreaser was born, a concentrated refill aimed at the professional sector.
Dasty proposes the sale of FK3 by mail order, but in that historical moment it was too complex (… the practicality of the internet does not yet exist).
The idea is absolutely valid, but perhaps too far ahead of its time.
However, we will see how this development experience will become valuable 20 years later.
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DASTY DISINFECTANT IS BORN
Far ahead of its time, Dasty is the first to certify the degreaser as a medical surgical device (PMC).
In fact, alerted by the Avian Flu coming from China, Dasty senses that having a PMC capable of defeating all types of viruses in daily cleaning can become strategic.
Never before was the forecast so spot on!
DASTY AND THE ENVIRONMENT
Dasty continues to think about the environment in an innovative way too!
The “Twin Bottle” wins the 2005 Italian Packaging Award (Oscar dell’Imballaggio), for the advantages offered in favor of the environment: producing the “mother bottle” and the refill and filling both in a single operation allows great ecological savings: – 50% energy – 67% plastic – 50% in terms of logistics because concentration saves money, and Dasty knows it!
THE NEW BOTTLE
The Dasty brand grows more and more and Fabrizio Arizzi decides to separate the business of his own brand from that of the Private Labels:
The Dasty brand grows more and more and Fabrizio Arizzi decides to separate the business of his own brand from that of the Private Labels: two philosophies so distant from each other limit each other!
Thus was born the new positioning of Dasty, again thanks to radical innovation.
Dasty stands out from the market by designing a new bottle: round – with a particular ring around the neck, and unique for the whole line.
Dasty is no longer just a Degreaser and the unique bottle is a pillar in the construction of the range image.
The geographical horizon has also changed: Dasty is now aiming for the whole world!
DASTY IN THE WORLD
In a few years Dasty Degreaser has established itself in over 30 countries. The positioning is always the same:
Top quality, immediately perceptible thanks to the excellent performances,
- Distinctive packaging compared to the rest of the market.
Innovation opens up many avenues (and often stimulates imitations, not always legal) but the real key to achieving success is loyalty to its principles.
One above all: attention to detail!
DISTINCTIVITY, ORIGINALITY … AND ALWAYS INNOVATION!
Success is measured by consumer preference.
But what distinguishes a successful product from a “CULT” product?
Certainly the number of his imitators.
In fact, creating a successful trend leads to the birth of imitators –
often of very low quality – which confuse the consumer.
The defense of the leader is continuous innovation: raising technological barriers, patent and ORIGINALITY.
But only those who have competence and creative ability can do it, guaranteeing their loyal consumers the certainty of their identity!
Dasty responds to this need for DISTINGUABILITY with a unique worldwide innovation in packaging: a triangular bottle!
Beautiful, Unique, Original and unmistakable as Dasty Classic Degreaser is: the only ORIGINAL.
“Quality Made in Italy”, Dasty Classic Degreaser is unrivaled!
And the story continues….
“Attention to detail is tiring for those who think it and annoying for those who have to make it. Most people are unable to see the process, but everyone perceives the result: because this is what makes the difference between banality and beauty. And – I add – it also makes the difference between the Original and the imitations “
THE ORIGINAL ONE
Fabrizio Arizzi – CEO & Founder
