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'We are a small Irish firm changing the rules of the game': How WaterWipes went head to head with the baby care Goliaths - and won


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Cleaning up: Xavier Renaux has overseen the rapid growth of WaterWipes. Photo: Brian Connolly

Cleaning up: Xavier Renaux has overseen the rapid growth of WaterWipes. Photo: Brian Connolly

Cleaning up: Xavier Renaux has overseen the rapid growth of WaterWipes. Photo: Brian Connolly

There is a map on the wall near Xavier Renaux's office that is cluttered with pins stuck in each country where WaterWipes are sold. Mexico is among the new additions and South Africa is likely to soon join an expanding global presence. Within the space of a decade, it has seen the product zoom from a standing start to more than €50m in annual revenue. The figure has doubled since 2016.

"I always say, managing a business that is growing at 30pc or 35pc a year is complex," concedes the effervescent Renaux, a 50-year-old Belgian who took the plunge two years ago by jumping ship from Danone to join the Irish firm he had never previously heard of. "It's nice, it's good fun," adds the chief commercial officer of WaterWipes.

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A packet of Waterwipes

A packet of Waterwipes

A packet of Waterwipes

The product is part of the Drogheda -based Irish Breeze business that is owned and headed by Edward McCloskey, and which he founded in 1993.


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