Eau Ecarlate is a highly recognized French brand of stain removers. Historically, the Company was specialized in liquid stain removers, but it has diversified itself into virtually all aspects of stain removal. More recently, other products have been developed such as cleaning products for glasses, bleach tablets, special deodorants etc.

In 2000, the founder decided to retire, without leaving any potential successor within the Company. Argos Soditic recruited a new manager from Reckitt Benckiser, the international consumer goods group. He became CEO while the founder remained chairman thus continuing to bring his support and experience to the Company. Argos and the new manager together developed an ambitious development strategy for the brand which benefited from very high notoriety in France :

• broaden client base, namely through internationalization
• external growth, through the acquisition of other brands
• strengthen international presence, especially towards Spain and the Benelux

The new manager's marketing know-how and international experience were key to implement this development strategy.

In December 2001, Argos sold its stake in Eau Ecarlate to another private equity house who was willing to pursue with the same manager the development strategy carried out since 2000.