easyGroup, the creator and owner of the easy family of brands (www.easy.com ) has today announced another important extension of the brand into household cleaning products.
By joining forces with David Pearce and Darren Mosley of www.easy-cleaning.co.uk, Sir Stelios Haji-Ioannou’s well known orange easy logo will be applied on millions and millions of products now sold at supermarkets and convenience shops up and down the UK, typically at significantly lower prices than the high cost brands.
The Norfolk-based company, employing around 300 people, now has the right to use the distinctive “easy get up” and Cooper Black font and on its extensive range of domestic cleaning products. These include bleach, washing-up liquid and laundry detergent as well as kitchen and bathroom cleaners.
According to a commercially confidential agreement signed in late 2020 easyGroup acquired all the intellectual property (IP) rights to a brand used in this sector since 1985 and has licenced the same IP rights back to the company for the next 50 years along with permission to use the official easy logo.
easyGroup has also made an investment in easyCleaning which will help to fund growth in this innovative and exciting sector. The newly easy branded easyCleaning products are as of this month available in hundreds of stores up and down the country including Poundstretcher and Home Bargains.
easyCleaning joins the easy family of brands alongside easyJet, easyHotel, easyCar, easyBus, easyMoney, easyStorage to name but a few.
Sir Stelios said:
“I welcome this great new addition to our easy family of brands. It is significant that during these troubled times when hygiene and cleanliness are at the front of all our minds that we should now be introducing our famous brand into an important business sector.
“The easy brand has always been about taking on the big guys. Now consumers will now have that extra choice when it comes to buying a major cleaning branded product. So watch out Unilever, P&G and Reckitt – make some shelf space for easyCleaning!
Sir Stelios continued:
My research shows we are undercutting the major players by a large margin offering a solution to families up and down the country who are suffering because of the pandemic:
Harpic toilet cleaner (P&G) 750ml price typical price £1.50 – easyCleaning typically 60p
Domestos bleach (Unilever) 750ml – price typical price 98p – easyCleaning typically 50p
Flash floor cleaner (Reckitt) 1ltr – price typical price £1.50 – easyCleaning typically 89p
Fairy Liquid (P&G) 433ml – price typical price 97p – easyCleaning typically 50p
Darren Mosley, easyCleaning CEO said:
“Joining forces with Sir Stelios and the wider easyGroup family is an exciting development for the company. We look forward to maximising the opportunity to build on easy brand’s reputation for delivering exceptional customer value as we work to expand our range and reach in this important sector of the market.”
Please click here to view the customer announcement
Notes for editors:
easyCleaning – Based in Thetford, Norfolk for over 150 years, Jeyes (now Easy Cleaning Solutions) has led the development of effective, affordable cleaning solutions in the UK. For nearly 50 years the company has operated from one of the largest integrated cleaning products factories in Europe, producing supermarket own brands, those of other brand owners and grocery own label, each supported by a significant research & development resource.
easyGroup – The result of a strategic decision during the easyJet flotation keeps ownership of the ‘easy’ brand, (including easyJet) in Sir Stelios’ private investment vehicle, easyGroup, based in Monaco and London. As a result easyGroup now enjoys a more steady and predictable income from licensing the easy brand to many businesses including the airline in return for a royalty based on turnover. The easy brand has been extended and licensed to many other sectors – all dedicated to offering consumers more value for less and taking on the big guys. These include: easyHotel, (floated on the London Stock Exchange in 2014 and now taken private by ICAMAP), easyProperty, easyFood, easyHire, easyCoffee, easyGym, with many more in the pipeline, all contributing to easyGroup’s royalty income stream. Stelios continues to look for carefully selected partners with whom to extend the brand and takes its protection from unauthorised use very seriously.