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State prepares for an industrial revolution. Company will invest R$730 million, generating jobs and consolidating the region as a national reference.
The personal hygiene sector in Brazil may be about to witness one of the biggest transformations in its history.
With a breathtaking investment, a multinational announces bold plans for a state that, until then, had not been a protagonist in this market.
The promise of a true industrial revolution includes the creation of thousands of jobs and the strengthening of Goiás as a prominent hub in an essential but undervalued segment.
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At the center of this story is Softys, a Chilean giant and leader in the Latin American personal hygiene products market.
The company announced the acquisition of the Ontex factory, located in Senador Canedo, in the metropolitan region of Goiânia.
The amount invested in the transaction reaches an impressive R$730 million.
According to information released, Softys intends not only to acquire, but to expand and modernize the plant with state-of-the-art equipment, significantly increasing its production capacity.
Economic expansion and job creation in Goiás
Today, the unit acquired by Softys already employs around 1,4 people in Rio Verde, but the number of vacancies is expected to grow exponentially with the planned expansion.
The expectation is that the installation of new production lines, combined with the modernization of the factory, will generate a direct impact on the local job market.
This places Goiás in a strategic position within the personal hygiene segment.
The factory, known for producing diapers from renowned brands such as PomPom, Cremer, Sapeka, Monica's Gang and Bigfral, should become the largest production unit in the sector in Brazil if the operation receives approval from the Administrative Council for Economic Defense (Cade).
This expansion promises to boost the regional economy and consolidate Goiás as a national reference in the segment.
In addition to the physical expansion, Softys plans to implement cutting-edge technologies in production, ensuring greater efficiency and quality in products.
According to the company, this movement reflects a global trend to meet the growing demand for hygiene items, especially in developing countries like Brazil.
A multinational in constant growth
Softys is not new to the Brazilian market. In 2021, the company had already acquired the former Carta Fabril unit in Anápolis, also in Goiás.
Specialized in paper production, this plant supplies products to large chains, such as McDonald's, and consolidated the multinational's presence in the state.
Now, with the acquisition of the Ontex factory, the company strengthens its position in Brazil, expanding its operations in a strategic market.
Currently, Softys operates in eight countries, employs more than 10 thousand employees and serves around 500 million consumers worldwide.
Its portfolio includes more than 30 brands, many of which are widely recognized by Brazilian consumers.
The company invests heavily in innovation and sustainability, which makes it a reference in the personal hygiene segment.
An unexpected but essential sector
The diaper and personal hygiene products segment may not be as glamorous as other markets, but its impact is undeniable.
The high demand for these products reflects demographic changes and new consumption habits, especially in emerging countries.
Goiás, with its privileged geographical position and expanding infrastructure, becomes the ideal place for the growth of this sector.
With the expansion of the unit in Senador Canedo, Softys will not only strengthen its presence in Brazil, but will also contribute to improving the quality of life of consumers.
Products such as diapers and toilet paper are essential items, and their large-scale production helps meet the basic needs of millions of people.
Forecasts and future impacts
The transaction between Softys and Ontex, currently under analysis by Cade, is expected to be completed in the first half of 2025.
Once the operation is approved, the multinational will begin expansion and modernization work, which should occur at an accelerated pace.
The impact of this initiative goes far beyond direct job creation. The economic movement should also benefit other sectors, such as transport, logistics and services.
Furthermore, the presence of an international company like Softys reinforces the attractiveness of Goiás for new investments.
For the coming years, the expectation is that Goiás will consolidate itself as a reference in the personal hygiene products segment, contributing to the strengthening of the regional and national economy.
Do you believe that Goiás is ready to take the lead in such a strategic and essential sector for Brazil?
Goiano likes to work and not to live off fictitious help offered by unstable and corrupt governments, **** left-wing politicians with the omission of the military.
Congratulations to the people of Goiás who will enjoy the offer of more jobs and generate income for the population and the STATE of Goiás!
I hope it works out and is not just one of those announcements full of promises that, after the concessions and tax benefits given willingly by Brazilian state and municipal authorities, are used only as a form of advertising and operational and financial leverage for conglomerates, but never materialize!