 | |
| Industry | Homeware |
|---|---|
| Founded | 1923; 103 years ago (1923) inHanham,Bristol, England |
| Founder | Harry Crook |
| Parent | European Home Retail (1995-2007) Findel plc (2007-2015) JRJR Networks (2015-2018) Ultimate Products (2018-present) |
| Website | kleeneze |
Kleeneze is a British homeware company operating throughout theUnited Kingdom providing everyday laundry and cleaning staples and appliances, to UK retailers.[1] Founded in 1923 inHanham,Bristol, it is now owned by Manchester-based brands house Ultimate Products, as part of their wider portfolio of homeware brands.
The company's founder, Harry Crook, emigrated to theUnited States, and whilst there joinedFuller Brush as a sales representative. He returned to Bristol several years later, and started a business making brushes which were solddoor-to-door by salesmen.[2]
In 1995, Kleeneze was bought byEuropean Home Retail (EHR). The company was bought byFindel PLC in 2007, after the collapse of EHR. In 2015, Findel sold Kleeneze to CVSL, an American holding company,[3] as part of their MLM portfolio.
The company remained at its original Hanham site for almost 80 years. In May 2004, the company relocated its headquarters and distribution centre toWarmley. In 2007, after the acquisition by Findel, it was announced that the company would move toHyndburn.[4][5]
In 2016, funding was obtained fromGreater Manchester Combined Authority for Kleeneze to set up a warehouse and distribution centre inRochdale.[6]
Kleeneze was a founder member of the UK'sDirect Selling Association until 2017.[7]
Kleeneze went intoadministration under the firmFRP Advisory on 12 April 2018. This was due to a period of rough trading and operational issues following its 2017 move to Heywood which had caused the company to seek a buyer to save the business. At the time, the company reported 140 jobs and 5,000 distributors.[8]
In 2018, Kleeneze was purchased by Ultimate Products, a brand house for housewares and cleaning products. The brand continues to supply cleaning staples and household supplies.[9] The brand was relaunched with a focus on floorcare and laundry products but through retail and online channels, after the previous door to door magazines sales mantra had failed to adapt to an increasing online demand from consumers.
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