Sellars Announces Clean Task® Rebrand for Commercial Channel

Visit Sellars’ Booth at ISSA to Learn More

Milwaukee (October 14, 2025) – Sellars Absorbent Materials is unveiling a refreshed look for its commercial wipers as part of a transition from ToolBox^® to the Clean Task^® brand. The update introduces new packaging and an enhanced visual identity while preserving the same trusted performance and quality that customers have come to expect.

“The Clean Task name speaks directly to the outcome—getting the cleaning job done right,” said Michelle Gross, vice president of marketing and customer experience for Sellars Absorbent Materials. “The rebrand is a strategic move that paves the way for us to expand into additional markets, including commercial cleaning, foodservice, education, grocery, convenience stores and a number of other channels.”

Sellars will share the Clean Task rebrand at its booth #5853 at ISSA, November 11-13. Sales team members will be on hand to answer questions and provide additional information.

The Clean Task rebranding will begin rolling out in November and continue into 2026. As part of this phased transition, products will be introduced gradually, so customers may see both Clean Task and ToolBox packaging. To facilitate the transition, updated sell sheets, product images and product naming specifications are available at Sellars.com.

Caption: To communicate that its wipers are designed for a wide range of cleaning tasks in many different environments, Sellars is rebranding a number of its products to the Clean Task name.

“Besides the name and packaging changes, everything else, including pricing, UPCs, SKUs, case pack sizes and pallet configurations, will remain the same,” added Gross. “When specific products transition to the Clean Task brand, customers will receive advance notice by email and Sellars’ sales reps will also be in touch with timing updates.”

The Clean Task product line focuses on application-specific use rather than technical material names. This shift makes it easier for customers to identify the right wiper for their task.

• Clean Task All-Purpose Wipers – Excellent wet strength, absorbency and cost efficiency for everyday cleaning.
• Clean Task All-Purpose Eco Wipers – Made with recycled fibers for high performance and a smaller environmental footprint.
• Clean Task Pro Strength Wipers – Heavy-duty strength and solvent resistant make them a durable alternative to traditional cloth rags.
• Clean Task Ultra Lo-Lint Wipers – Soft, strong and exceptionally low linting for cleaning delicate or sensitive surfaces.
• Clean Task Streak Free Wipers – Engineered for streak-free cleaning of glass, mirrors and other polished surfaces.
• Clean Task Foodservice Wipers – Strong, reusable and color-coded for consistent cleaning and sanitizing.

While a number of Sellars’ ToolBox products are adopting the Clean Task name, the company’s popular ToolBox Blue Shop Towels, ToolBox White Rags and sorbents will continue to be ToolBox branded.

Sellars’ wiping products for the commercial markets are sold nationally through janitorial/sanitary, industrial, safety and specialty distributors.

For more information on Sellars and to see the company’s products, visit Sellars.com. 

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Founded in 1985 and headquartered in Milwaukee, Wisconsin, Sellars is a leading manufacturer of shop towels, multi-use disposable wipers, towel and tissue and absorbent products. Sellars’ products, which are sold under the ToolBox^®, Clean Task^® and MAYFAIR^® brands, are made from recycled and renewable materials, are high performance and good for the environment. Sellars is committed to using sustainable practices in all business areas while serving our people, customers and the planet. Learn more about Sellars’ 40 years of innovation at Sellars.com.