Irene Hatziokeimídu (Papoutsanis): Revenue Target Hits €100M by 2028

The Papoutsanis brand is one of the most recognizable not only in Greece but internationally, as the company is now Europe’s largest soap manufacturer. Despite its leading position, this historic industry—celebrating 155 years of operation—continues to invest in innovation and develop new products, says Irene Hatziokeimídu, Marketing Director of the company, in an interview with newsit.gr. Working at a 155-year-old company in a leadership role fosters a strong sense of continuity. ‘You quickly realize you’re one link in a long chain of people who came before and many who will follow,’ she notes, emphasizing the deep sense of responsibility this brings—toward the past, consumer trust, and the future, ensuring the company remains modern, competitive, and relevant. According to Hatziokeimídu, the company’s strong presence in Greece and Europe stems from a major five-year investment plan completed about two years ago, as well as favorable conditions in the European market. She highlights that Papoutsanis’ competitive edge rests on three pillars: first, its state-of-the-art, fully vertical production facility in Ritsona, enabling high-volume, high-quality output at competitive costs; second, its four-pillar business model—branded consumer goods, hotel lines, third-party and private-label manufacturing, and specialty soap bases—which offers flexibility, synergies, and resilience; and third, the trust-based relationships with employees, consumers, and major international clients who view Papoutsanis as a strategic partner, not just a supplier. Papoutsanis produces liquid cosmetics, home care products, hotel amenities, and traditional soap. With an annual soap production capacity of 40,000 tons, its three automated lines produce 900 soap bars per minute. In 2025, turnover reached €80 million, up 21%, with a target of €100 million by 2028. Exports remained a key growth driver in 2025, accounting for 55% of total turnover. Of the total revenue, 32% comes from branded product sales in Greece and abroad, 13% from the hotel market, 42% from third-party manufacturing, and 13% from industrial sales of specialty soap bases. The branded products category saw strong growth of 31% compared to 2024, while Papoutsanis’ branded hotel products continued their upward trajectory with a 15% increase, driven by higher sales both domestically (+14%) and internationally (+19%).