HG acquires sustainable household cleaning brand Ecozone
18 January 2022
HG, a leader in specialty household cleaning products in Europe, has acquired Ecozone. Ecozone, a family business based in London, has been specializing in household cleaning products for over 20 years using a combination of plant-based and natural ingredients and sustainable packaging to create a broad range of eco-friendly cleaning, laundry and dishwashing products. The acquisition of Ecozone is aligned with HG’s ambition to become the undisputed European leader in the specialty household cleaning market while reinforcing its sustainability credentials.
HG International CEO Jeroen Mustert: ‘After the acquisition of Blue Wonder in early 2021, I am pleased to welcome Ecozone, a leading independent brand within the UK ecological home care segment, into the HG family. 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. 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 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.’
Small lifestyle changes, a huge difference
Ecozone owner and CEO Simeon Van der Molen: ‘Together with HG, Ecozone will continue to encourage people to make small lifestyle changes that make a huge difference to the planet. 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.’
Ecozone is a fast-growing ecological brand with a successful innovation track record of over 20 years and now belongs to the HG family to sit alongside the HG and Blue Wonder brands. Through this acquisition, HG is adding an attractive brand with powerful products, strong ecological credentials and compelling growth opportunities in the UK&I and internationally.
