Netherlands-based household cleaning brand HG has acquired Ecozone, a family-run business operating in London that specialises in cleaning products made using a combination of plant-based and natural ingredients.
Ecozone’s range of over 100 products includes eco-friendly cleaning, laundry, and dishwashing lines. Meanwhile, HG’s cleaning portfolio covers 300 different cleaning products sold in supermarkets and DIY outlets across Europe.
EG stated that the acquisition of Ecozone aligned with its ambition to become the “undisputed European leader” in the speciality household cleaning market through organic growth and complementary acquisitions, whilst reinforcing its sustainability credentials.
HG International CEO Jeroen Mustert commented: “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.
“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 the 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.”
Ecozone owner and CEO Simeon Van der Molen added: “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.”
