Trendy US household brand Method plans to add 50 eco-products a year to its UK offer and double UK sales annually over the next three years.

The brand outlined its expansion strategy after it was launched in Australia last week and as it prepares to go nationwide in the UK next month. It is also planning to start its European roll-out in 2009. The nine-year-old brand, which was launched in the UK last March and was named Top Launch in household in The Grocer Top Products Survey 2007, has achieved UK sales of more than £3m. This is likely to increase as it rolls out to 175 Waitrose stores and increases its presence in Tesco next month.

Until now, Method's strategy has been to stock a wide range in selected larger Tesco stores. However, as part of its distribution drive, it will now only sell its high-volume SKUs, but in up to 600 Tesco outlets. The brand is gearing up to grow its 37-strong range to 60 this year by expanding its presence in existing categories such as bathroom and by entering two new categories in June and September.

"In the US we have 140 products and retail sales of $180m-$200m," said Method International chief executive James Tugendhat.

"In the UK, we're committed to going into two new categories a year for the next three years. We want to be a lifestyle brand with style and substance across many categories."

Although Tugendhat would not elaborate on which areas it was eyeing, laundry was near the top of the list in the medium term, he said. Although this year's launches would not include shampoo, personal care was another key area of interest. "We're going wider than traditional categories." he added. "We want to bring our non-toxic message to all parts of the home."

Method has already trademarked its brand in the UK across wide-ranging categories, including carpet cleaner, stain remover, air freshener and paint.

Tugendhat said it would first concentrate on launching the brand in English-speaking countries. However, it would open talks with European retailers later this year with a view to launching in countries such as France and Germany from 2009.

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