A long time ago, as a war-torn country was being rebuilt, in May 1947 several workers decided to re-establish soap production at one of the few craft workshops in Zagreb at the location Črnomerec 63.
In 1947 Labud was established, a soap, cosmetic and chemical products factory. At the time, the main products were washing and toilet soaps as well as soap-based powder and soda crystals.
By following market trends, in 1957 Labud started its detergent production. Labud's first detergent was called PERESAM. Back then, it was a truly revolutionary product because up to that point only soap powders were used.
In 1965, based on its own patents, Labud introduced a new detergent formula based on enzymes, which enable merging of pre-washing and washing. The creator of this formula was Dr. Marko Krnić, Graduate Engineer in Chemistry, the winner of the Economic Prize in 1968 and Labud's General Manager for over 18 years.
In 1967 Labud was the first to launch a bioactive detergent, CIN, to the market, a hand and machine detergent for white and colored laundry. In those years, Labud abandoned the soap and cosmetics production and focused on production of household washing and cleaning agents.
In 1970 Labud was among the first to enter the liquid detergent and household cleaning agent production with its brand SJAJ (STAKLO SJAJ, PLASTOSJAJ, TEPIHSJAJ and FRIGOSJAJ).
In 1974 began the production of the liquid dishwashing detergent ČARLI and biodegradable detergent for washing white and colored laundry FJORD OZON.
In 1975 the first detergent for washing delicate laundry in washing machines (wool, silk and synthetic) in former Yugoslavia was created – MERI MERINO, and in the same year ROSANA, the first fabric softener was created, LINEA – fragrance starch and JON – the first liquid abrasive agent for household cleaning.
Expanding its range in 1976, Labud launched WC SANITAR and SANITAR 5, sanitary hygiene cleaning agents for cleaning toilet bowls, tiles, bath tubs, sinks and kitchens and the powder detergent LIND – a bioactive detergent for white and colored laundry.
During the 1980s, due to the development of tourism, there was a growing need for production of special cleaning agents for maintaining hygiene standards in hotels and catering establishments. Therefore, Labud started to produce a range of products for hotels and catering establishments, the so-called HO range. It was soon expanded to products for medical institutions and hygiene services (hospitals, laundries etc.) and to products for technical maintenance and industrial plant hygiene.
In 1983 a next-generation brand of universal detergent for machine and hand laundry washing OLIVER 2000 was launched, while Čarli 5, Sanitar and Rosana Bouget held leading positions in the production of liquid washing and cleaning agents
In 1985 EVEREST, a new detergent for hand and machine laundry washing was launched
In 1987 a new product family was defined – ČARLINO AUTO, ČARLINO TEPIH, ČARLINO PLASTIKA, ČARLINO STAKLO
In 1990 Permetal, a specialized tough grease cleaner for professional kitchens was launched on the market. In addition, ROBIN, a brand of powder detergent for children's clothes was introduced.
In 1991 Labud took the position of a strategic manufacturer in Croatia and a reliable supplier for the Croatian Ministry of Defense and Croatia's commodity reserves.
In 1992 stared the production of a cosmetic line for hair called FLORAMI
1994 Privatization: Vučković family takes over 50 % of ownership based on an agreement with the Croatian Privatization Fund and 39% by purchasing from small shareholders.
In 1996 APART was created, a product specialized for curtain washing with Ariana fragrance.
In 1998 SWAN shampoo for all hair types was launched.
2000 Transformation from d.d. (roughly equivalent to PLC) to d.o.o. (roughly equivalent to Ltd.)
On 21 August 2009 Labud d.o.o. become a member of TITA grupa d.o.o. having a head office in the Chromos Tower, which also managed other companies it owned: Badel d.o.o., Kutrilin TPV d.o.o. (Vučković Plastics Factory and Graniti plant), Renteks d.o.o.
In 2010 SUPER JON was created, a family of household cleaning products. An intensive process of redesign, repositioning and rebranding of all major Labud brands (Čarli, Sanitar, Permetal, Meri Merino, Oliver Futura) was initiated and a new wave of marketing activities was launched. Over the next few years, some of Labud's brands became leaders in their categories.
In 2015 Labud became a member of the Meteor Group as the majority stake of the company was acquired by Ante Raspudić and Darko Knez. With successful restructuring and consolidation of the business, after facing the financial issues for several years, preconditions for further successful development and business growth were created.
Today, Labud is one of the leading Croatian manufacturers of detergents and cleaning products, operating successfully both on the home market, the markets of Croatia's neighboring countries and beyond. Čarli, Sanitar, Permetal, Super Jon, Meri Merino and Oliver are market leaders in their respective categories on both the national and regional markets, and they are also the winners of many global awards and quality labels.