Unilever has announced in a press release that it has acquired eco-conscious brand, The Laundress.
Started in 2004 by textile experts and fashion industry veterans, Gwen Whiting and Lindsey Boyd, The Laundress is a global premium eco-friendly line of detergent, fabric care and home cleaning products that aim to make laundry more luxurious.
Having started with just a single product – the Wool and Cashmere Shampoo – the brand’s portfolio now consists of 85 different washing products, including an All-Purpose Bleach Alternative ($15), Denim Wash ($19) and Fabric Conditioner ($18).
The acquisition is expected to help Unilever expand its ‘better-for you’ laundry collection, which already includes products from Seventh Generation, and Love, Beauty and Planet. In comparison, however, The Laundress delivers more niche products with higher price points.
“With its line of beautifully crafted, eco-friendly products and fast-growing followings in the U.S. and China, particularly among Millennials, The Laundress is a strong addition to our portfolio of leading home-care brands,” Unilever president of home-care business, Kees Kruythoff, said in a statement. “Its distribution network across specialty retailers, direct-to-consumer and e-commerce, combined with Unilever’s global reach, creates an ideal launch pad toward giving more people around the world the distinct ‘The Laundress’ experience.”
Whiting and Boyd will continue to run The Laundress from its SoHo, New York City headquarters.
