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Associated Brands – A Company Who Listens

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Ever heard of Associated Brands?  I hadn’t until recently when I had reason to contact them about a very poor customer experience I had with one of their products – J Cloths.

I am a life-long J Cloth customer.  I love my J Cloths.  They are reusable, yet I can throw them away once I have worn them to shreds.

So last fall when I was shopping at my local grocery store and spotted the new “100% Biodegradable J Cloths”, I scooped up a package, eager to give them a try.  I was thrilled that my favourite J Cloths were now biodegradable.

Here’s where it all went bad.

I despised the new biodegradable J Cloths.  The minute I soaked my first cloth in water it became a slimy, mushy mess.  There are no other words to describe it.  My first thought was that I was just being “fussy” since I was using the cloth to wash some very messy dishes.  Then along came my boyfriend a few days later telling me that he noticed the cloths turned “slimy” when wet. He also told me that the cloth he was using began to shred and fall apart shortly after he started using it to clean up around the kitchen.

So, my very wise boyfriend says to me…“you should contact J Cloth and let them know about this lousy product!”

And so I did.

I sat down and wrote a quick email to the people at J Cloth all about my disgust with their new biodegradable J Cloth product.  More than anything, I was venting my frustration and it felt good to get it down on paper…or rather, computer screen.  I truly wasn’t expecting anything to come from my complaint, and to be honest, once I clicked “send” I didn’t think of it again.


A couple of weeks later I logged in to check my emails only to find one from a company called Associated Brands.  Lo and behold! They are the makers of J Cloths!  I was excited.

Guess what?  Associated Brands listened to my complaint!  But wait…they didn’t just listen.  They actually sent my complaint to their Quality Control Department.  Better yet…they had actually decided to redesign their Biodegradable J Cloths based on my complaint! NEVER have I had a company take a complaint of mine and actually do something productive with it. I was shocked and impressed at the same time.

In their email to me, Associated Brands thanked me for taking the time to contact them with my complaint.  They apologized again and told me that they would be sending me 2 boxes of the “new and improved” biodegradable J Cloths for me to test out.  Wow.  Just wow.

My thoughts on the “new and improved” biodegradable J Cloths? FANTASTIC!  I’ve been using one for over a week now and I love it.  These cloths no longer feel “mushy” or “slimy”.  They feel so much more like the old J Cloths I love AND they are still biodegradable.  Am I impressed with their quality?  You bet I am!

So kudos to Associated Brands.  They had NO idea when they received my complaint that they were dealing with a Blogger who’s life revolves around blogging about product reviews, shopping, etc.  To them I was a customer who had a legitimate complaint and, instead of ignoring me, they decided to listen to me and do something to improve their product.

Associated Brands:

  • Acknowledged my complaint

  • Forwarded my complaint to their Quality Control Department

  • Passed my complaint to their SVP Of Marketing NA & Canadian Sales (who emailed me)

  • Passed my complaint to their Senior Director of Sales & Marketing (who emailed me)

  • Emailed me to advise I would be receiving 2 boxes of the new and improved J Cloths for me to test out.

My experience with Associated Brands was nothing but excellent right from start to finish.  I certainly wish more companies would follow their example.

Check out the “new and improved” label on the box in my photo above^.

The new and improved Biodegradable J Cloths are now on a store shelf near you! Be sure to look for them next time you shop!

Associated Brands – A company who listens



Disclaimer: Canadian Blog House did not receive any compensation for this post. All opinions are my own.

  1. August 12, 2014

    Jo Karvelson

    J-cloths, I just bought a new box of J-clothes and I am very disappointed. They are so thin and small that they are not any good. I have always used them to wash my dishes and used them for other cleaning jobs but, I refuse to purchase them ever again. I will be on the lookout for some other brand of cloth’s to purchase. Jo.

  2. May 28, 2013

    Teresa Claire

    To be honest, I haven’t even tried J-Cloths for years but because I am a blogger/consumer who highly values companies that respect the consumer, I am heading out tonight to pick some up. I complained to a major BC Drugstore about the horrible service that I received while making a purchase and absolutely nothing was done. I won’t be buying these from there obviously but I do love hearing positive consumer stories like this. I will, starting today, be a J-Cloth fan! Thank you for taking the time to write this post, I am very impressed with this company now because of it. I will tell 2 friends and they will tell 2 friends and so on and so on…. 🙂

    • May 28, 2013


      You know, Teresa, it was so great to read your comment! I would love if you shared my experience with friends because frankly, I think the company deserves to have word spread about this. I’m so glad to hear you were heading out to purchase some J Cloths. Hope you like them! Like you, I’ve had many bad experiences with retail customer service. I prefer to dwell on the positive so that is why I knew I had to share my story here. Thanks so much for reading!

  3. May 2, 2013


    Wow how awesome is that, a company that not only listens to your complaint, but actually does something about it. Definitely will have to check these guys out!

    • May 2, 2013


      Yes, exactly, LaQuita. Very refreshing, eh? Definitely check them out! Thanks for reading!

  4. May 2, 2013


    Congrats! Its good to stand up for what you believe it! You probably fixed a prob that many people were troubled with!

    • May 2, 2013


      You are so right, Jenn. I never used to stand up for things I thought were wrong, but as I’ve gotten older, I don’t just “put up” with things like I used to. I never thought as I was writing this that perhaps other customers felt the same way, but, I’ve already had a message on Twitter from someone who felt the same as me but never thought to contact the company about it. Thanks for reading!

    • May 2, 2013


      Sure is, eh Randa? I’m so used to “poor” customer service. That’s why this really made an impression on me. Thanks for reading!

  5. May 2, 2013

    pula schuck

    I bought some at the dollar store and was happy they are biodegradable but now that you have improved them I will totally get a lot. I need several right now actually. I am all out. That’s awesome honey!

    • May 2, 2013


      Thanks so much, Paula! You just gave me a great tip also…I didn’t know they sold them at the dollar store. I’ll be picking some up there next time. Thanks for reading!

  6. May 2, 2013

    Kat at Mommy Kat and Kids

    What a great post, Sandy! I completely agree, a company that listens and learns from customers makes all the difference in the world when it comes to brand loyalty! Good for Associated Brands!

    • May 2, 2013


      Thanks very much, Kathryn! Well said! You can be sure I will be a loyal customer after this 🙂 Thanks for reading!

  7. May 2, 2013


    Oh wow! That’s SO awesome Sandy! How wonderful that they not only listened to your complaint, but took action to better their product based on it 🙂 What a great company!! They really do listen and appreciate feedback. Now I want to try out these New & Improved cloths for myself 🙂

    • May 2, 2013


      Thanks Brandi! Definitely give them a try if you are a J Cloth user. I’m still very happy with the ones I’ve been using. The changes they made make a world of difference. Thanks for reading!

  8. May 2, 2013

    ashley picco

    gotta love when companies take us seriously and really LISTEN to us!

    • May 2, 2013


      Yes, Ashley, I have nothing but respect for a company who deals with a complaint this way. Pretty impressive! Thanks for reading!

  9. May 2, 2013

    Kim Barrett

    Wow, Sandy, you have the power! (What kind of influence do you have on public utilities companies, I wonder? 😉 )

    • May 2, 2013


      Hehehe! I WISH I had lots of “power” over those types of companies, Kim! Wouldn’t that be great, eh? Thanks so much for reading!

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