What is Arbex's stated ambition for global market share, and what is its current position?

Arbex's ambition is to cross 35% global market share to become the 'undisputed leader' in the tissue and hygiene sector, up from its current position of 24–25%. CEO Ehab Abou-Oaf stated, 'To be the undisputed leader, we're going to need to cross 35%, and that's our ambition, we think it's doable,' though he did not specify a timeframe for achieving this target.

How does Arbex plan to manage rising input costs—particularly amid geopolitical disruptions like the Iran war—without passing them on to consumers?

Arbex plans to manage higher input costs—including those driven by geopolitical events like the Iran war and rising energy prices—by sharpening operational efficiency rather than passing costs to consumers. CEO Ehab Abou-Oaf emphasized that 'it's not just simply easy to pass these costs on to consumers' and that customers 'expect us to actually be more efficient, even at times of crisis'; the company intends to achieve this through regional procurement, reducing plastic consumption, minimizing waste, and maintaining annual investments of $100–120 million in production, design, and innovation.

Kleenex Owner Arbex Targets Global Market Share Gains with Suzano, Kimberly-Clark Backing

Jul 8, 2026

Arbex, a joint venture backed by Suzano and Kimberly-Clark, aims to raise its global tissue market share to over 35% through annual investments of up to $120 million. The venture seeks to optimize costs amidst volatile energy prices.

reuters

2026-07-08

Kleenex Owner Arbex Targets Global Market Share Gains with Suzano, Kimberly-Clark Backing

Kleenex Owner Arbex Targets Global Market Share Gains with Suzano, Kimberly-Clark Backing

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