Sellars Announces Rebrand for Commercial Channel

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. 
 
“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.
 
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.