Leading consumer goods firm Unilever has announced it has acquired The Laundress, a premium-positioned eco-friendly line of detergent, fabric care, and home cleaning products based in New York, USA.
Founded in 2004 , The Laundress is described as being “dedicated to turning necessary household chores into a luxurious and enjoyable experience”. The firm’s product line includes laundry and fabric detergent products such as detergent, fabric conditioner and bleach alternative, alongside dish detergent and other cleaning products. It also markets a range of hand soap.
Commenting on the deal, Kees Kruythoff, president of Unilever’s Home Care business, said: “With its line of beautifully crafted eco-friendly products and fast-growing following in the US and China, particularly among millennials, The Laundress is a strong addition to our portfolio of leading Home Care brands. Its distribution network across specialty retailers, direct-to-consumer and e-commerce, combined with Unilever’s global reach creates an ideal launch pad towards giving more people around the world the distinct ‘The Laundress’ experience”.
Source: Unilever / The Laundress