Who are we?

Over 50 years and a killer portfolio to handle cleanings worst nightmares

LIVING CLEAN, TODAY. PROTECTING GENERATIONS, TOMORROW.

We empower our team to create exceptional products that delight users, by inspiring us to do the right thing every day. Our vision is to be the strongest, safest, multi-use cleaning solutions provider on the planet.

NATIONALLY RECOGNIZED BRAND LEADERSHIP

We’re not resting on our laurels. We’re taking that same passion for excellence that made CLR® the #1 selling calcium, lime and rust remover in its category and bringing it to the professional cleaning industry. We’re also expanding into automotive cleaning solutions. Your success is our success!

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Big Claims? Bigger Receipts.

Feel free to check our references.

About CLR PRO

This ain’t our first rodeo
it’s our arena

Future-facing formulas. History-backed hustle.

Collection of CLR cleaning products, including Power Plumber, Calcium Lime & Rust Remover, Bath & Kitchen Cleaner, and Mold & Mildew Remover, displayed together.

How it all started

Get to know the story of how a determined salesman, an ad guy, and a warehouse full of product created the #1 selling metal cleaner and the iconic CLR brand.

Three men in suits smile together in a black and white photo, standing closely in a formal setting.

the 1940’s

In 1949 Manny Gutterman founded Manny Gutterman & Associates, Inc. as a national sales representative organization. This new company was dedicated to selling all types of proprietary products to chain drug, variety, hardware and department stores and also established an ethical and reliable channel for "close-out" merchandise.

THE HAIR WIZ COMMERCIAL

The Hair Wiz was a featured product from one of the variety chains in the 40’s.

THE HAIR WIZ COMMERCIAL

The Hair Wiz was a featured product from one of the variety chains in the 40’s.

Boy sits as someone brushes his hair at home; patterned wall visible in the background.

the 1960’s

A friend in advertising asked Manny to sell a warehouse full of cleaning product in barter from a bankrupt client. Of course he accepted the challenge and Jelmar, LLC. was born. Manny – along with sons Steven and Arthur – reformulated and repackaged the abandoned product and sold it as Tarn-X® Tarnish Remover.

Tarn-X cleaner bottle in front of a classic car’s wire-spoke wheel and red fender.

THE TARN-X® COMMERCIAL

The original Tarn-X as seen on TV commercial showed people how to polish silver.

Decorative silver platter with crab legs on a white tablecloth, close-up view.

the 1980’s

Manny, Arthur and Steven were meeting with business partner Al Eicoff to develop a product that could serve as a complement to Tarn-X. A powerful lime and rust remover was developed. And after some struggles to find a name for the product, CLR® Calcium, Lime & Rust Remover was born.

CLR cleaner bottle and four colorful cassette tapes on a pink surface, tapes arranged diagonally.

Three colorful cassette tapes labeled A and B arranged diagonally on a pink background.

Two glass bottles shown side by side, with the left bottle appearing clear and clean and the right bottle containing visible residue or buildup.

THE 2000’S
& BEYOND

In 2007, Alison Gutterman continues the family legacy and became the president of Jelmar. , Jelmar developed and grew CLR into the company’s second nationally-recognized cleaning brand. Jelmar continued to develop new and innovative products, including CLR Bath & Kitchen Cleaner, CLR Power Plumber, CLR Mold & Mildew & More.

Three CLR cleaning products—Power Plumber, Calcium Lime & Rust Remover, Bath & Kitchen Cleaner—on countertop.

Today’s CLR COMMERCIALS

CLR Brands® current advertising features a CLR Brands® product that is overqualified for almost every household mess. Been There. Outdone That

CLR Calcium, Lime & Rust remover bottle on bathroom surface with "Been there. Outdone that." in bold text.

Four CLR cleaning products on a kitchen counter with "Been there. Outdone that." above them.

Jump to beginning

Who are we?

LIVING CLEAN, TODAY. PROTECTING GENERATIONS, TOMORROW.

NATIONALLY RECOGNIZED BRAND LEADERSHIP

Big Claims? Bigger Receipts.