Charterfields has sold the rights to the Kleeneze brand to Ultimate Products. The Oldham-based company, which owns a range of consumer brands, has acquired the rights to the Kleeneze brand, one of Britain’s oldest catalogue companies which went into administration in April.
Ian Maycock of Charterfields’ Manchester office managed the sale of Kleeneze’s intellectual property, which included the trademarks, domain names, websites and social media accounts. Charterfields also sold the stock.
Ultimate Products says it now plans to relaunch the Kleeneze brand with a range of laundry and floorcare products for sale into retail and via online channels. Kleeneze sold a range of homeware, health and beauty, clothing and Christmas products.
Founded in 1923, it employed 69 staff at its head office in Accrington and a further 71 at its warehouse in Heywood. David Acland and Anthony Collier of FRP Advisory were appointed joint administrators in April.
Simon Showman, Chief Executive of Ultimate Products, said: “We are delighted to be adding such a well-established and highly regarded brand as Kleeneze to our portfolio of British brands. It has an outstanding heritage with a long-standing reputation for value and quality, and we look forward very much to relaunching it with a new and innovative laundry and floorcare range.
This deal is consistent with our track record of making opportunistic acquisitions of brands and then successfully relaunching them, the most notable example of which was the purchase of Beldray in 2009, which is now our best-performing brand.”
Ian Maycock of Charterfields said: “Kleeneze was once one of the UK’s most popular homeware brands but unfortunately as a catalogue company, failed to adapt to the changing online retail market. We hope that Ultimate Products can help to revive this much-loved brand.”
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