New Name, Same Clean: TOOLBOX® Brand Wipers are now Clean Task®

To be an innovative leader at the forefront of industry technology, it's essential to continually learn from the past and apply those insights to shape the future. This year, Sellars celebrates 40 years of continuous improvements, risk-taking and trendsetting. And what better time to take a fresh look at one of our very first brands—TOOLBOX®.

I’m excited to share that the TOOLBOX brand* is evolving to use new branding and a new name—Clean Task™. Here’s what distributors and end-users can expect from this change.

Why the change?

The products in the TOOLBOX family have thousands of uses across various industries—from automotive to construction and even aerospace. Many of these uses go beyond the toolbox and the industrial tasks that the name implies. The Clean Task brand emphasizes a broader range of tasks, as well as professionalism, versatility and trust.

The Sellars marketing team didn’t just choose this name—we worked with a third-party research company and conducted surveys with distributors and end users. The feedback was clear. While TOOLBOX is respected, it didn’t always resonate outside industrial channels. Customers also asked for more clarity when shopping. That input shaped everything, from the new name to the packaging design and the way product families are organized. Clean Task is a brand built with our customers, not just for them.

Products themselves remain the same

Rest assured, all commercial products, their quality, reliability and performance will stay the same—as will the ordering process, SKUs and customer experience. The next time an order is placed, the packaging will look different, but the products within will stay the same. This change simply makes it easier for those purchasing products to find the right solutions for all commercial cleaning tasks quickly and efficiently, removing any guesswork.

This exciting change isn’t just about a new name—it’s about growth. Clean Task allows Sellars to serve a broader audience while continuing to honor the trust we’ve earned over the past 40 years. As a marketer, I am especially excited about how the clearer series names and modernized packaging will enhance the overall customer experience. But even more, I look forward to seeing how Clean Task helps distributors and end-users alike get more done, confidently and efficiently.  This refreshed identity reflects where Sellars as a company is heading and supports the sentiment that innovation is constant, and those who embrace change will witness the greatest success.

Explore our Brand Transition Cross-Reference Guide for detailed information on product name changes, updated product numbers and more.

*TOOLBOX Blue Shop Towels and TOOLBOX White Rags sold through retail channels will remain under the TOOLBOX name and branding.