• Detroit News , Wednesday, July 28, 2010 10:55 AM

Karen Dybis takes a look at how EcoSTORE USA is making a slow but sure impact in three categories -- household cleaners, personal care and baby-care products -- that are traditionally difficult to break into.

"It can be challenging to penetrate the market when you're up against huge companies like Proctor & Gamble and Johnson & Johnson," says Lynn Appel Downing, vp of operations. "It's been slow growth, but we're relentless."

The company is opening a 37,000-square-foot manufacturing facility in Auburn Hills, Mich., today, adding 35 jobs and increasing production of products such as Citrus All Purpose Cleaner, Pure Oxygen Whitener, Baby Sleepytime Bath and Baby Body Wash. Most it the company's success can be traced to a viral campaign using Facebook, Twitter and mommy bloggers.

"Moms today are actively researching ways to find products like ours, and the Internet community gives parents a voice which is now guiding the retailer as to what products they prefer," says Appel Downing.

Read the whole story at Detroit News »