London-based household cleaning products business Ecozone has been acquired by Europe’s HG International for an undisclosed sum.
Founded 20 years ago by the Van der Molen family, Ecozone produces a wide range of detergents, surface cleaners, dishwasher tablets, bin bags and mops using plant-based and natural ingredients and sustainable packaging.
It counts the likes of Tesco, Ocado, Whole Foods, Booths, Holland & Barrett, John Lewis, QVC, Lakeland, Robert Dyas, Homebase and Dunelm as stockists.
HG said the deal provided “compelling” growth opportunities in the UK and Irish markets.
CEO Jeroen Mustert added: “This in line with our strategic agenda to become the undisputed European leader in the specialty cleaning market both through organic growth and complementary acquisitions.”
Ecozone owner and CEO Simeon Van der Molen said: “HG understands that creating eco-friendly products that work effectively is only half the battle.
“They are uniquely positioned to scale up the brand by educating consumers on the importance of using sustainable products and making these products more widely distributed. It was important to me to find a new owner with the ability to take the brand to the next level while understanding, appreciating and respecting the brand ethos of Ecozone. HG is the perfect partner who will realize the full ambition I always had for the Ecozone brand.”
Netherlands-headquartered HG sells more than 300 different cleaning products in more than 45 countries. The HG brand is sold in supermarkets, drugstores and DIY outlets, as well as through online channels.
Founded in 1969, it today employs 200 workers across its various sites.
“HG is currently implementing a new sustainability strategy with at its core a promise to reduce the environmental impact of our solutions. The successful launch of HG’s Eco line in the Netherlands and Belgium is a first positive achievement in this regard. The addition and the expected strong growth of Ecozone within our portfolio will allow us to take our sustainability ambitions to the next level.”