Velvet EcoRoll Toilet Paper

Velvet is a household name in Central and Eastern Europe, particularly recognized as a market leader in Poland for hygiene tissue products. The brand was originally established by the International Paper company following the acquisition of a paper mill in Klucze, Poland. It quickly became the premier brand for high-quality toilet paper, kitchen towels, and handkerchiefs in the region.

In 2013, the brand underwent a significant transition when Velvet CARE was formed through a management buyout, supported by private equity firms. Since 2024, the company has come under the ownership of Partners Group, a global private equity firm. The manufacturing is primarily centralized at the historic Klucze mill, which has been modernized to become one of the most efficient tissue production facilities in Central Europe, emphasizing sustainability through products like the EcoRoll, which packs more paper onto fewer cardboard cores.