Cleaning products maker backs growth with move to £4.5m plant

THE Yorkshire company behind the fast-growing Astonish cleaning brand is moving into a new £4.5m facility in Bradford as it prepares for an increase in sales.

The family-owned business will use the 65,000 sq ft plant to

manufacture and distribute its range of household and car care products to customers in the UK and overseas.

Hide Ad
Hide Ad

The brand targets customers looking for value for money and sells two thirds of its products in Wilkinsons, Savers, 99p Stores and Home Bargains.

Exports make up 35 per cent of sales, with the Pudsey-based company distributing to 50 countries across the world.

Howard Moss, the managing director, said: "We have experienced a huge demand for our products despite the challenges presented by the recession because we have stuck to what we have always done – providing the very best quality cleaning products at the lowest possible price.

"We are delighted that we will move to new premises that will give us the space and facilities we need to continue to grow the business."

Hide Ad
Hide Ad

The company is investing in new equipment for the new facility. It is set to move in later this month.

Mr Moss added: "We will be looking to expand our presence in markets we already trade with, and will also consider venturing into new regions where there is demand.

"In addition, the UK remains a key market for us – after all, we are a local company and are very proud to manufacture all our products right here in Yorkshire."

His father Alan – the company chairman – established the business as the London Oil Refining Company Ltd in 1970.

Hide Ad
Hide Ad

Alan Moss started out as a salesman and, spotting the success of oven and cookware cleaning products, developed his own goods to sell.

He toured these around street markets and fairs and in 1984 brought out the Astonish brand. This year, Astonish launched a national television advertising campaign, which led to a five-fold increase in sales.

The company hopes to increase its presence worldwide, including markets in South Korea and Israel. Astonish already supplies to the United States, Japan, China, France and Italy, among others.

It manufactures products including liquid handwash, germ killer, dishwasher tablets, multi-surface cleaner and carpet shampoo. Most retail for 1.

Hide Ad
Hide Ad

The company has more than 50 members of staff, including Dr Shazia Younis who heads the company's on-site research and development laboratory.

"We develop them from scratch here," said Sara Gould, the marketing manager.

She said the future would see Astonish "selling more products in more places" – including export markets.

She added: "We will continue to produce quality products that people can afford and want to buy. We want to stay British and family owned."

Hide Ad
Hide Ad

She said the company turned over 10.8m in the year ending May 2009 and is on course for 20 per cent growth in 2010 with sales on target to reach 14m.

Ms Gould added: "We are trying to raise awareness for everyone out there who doesn't know about Astonish."

She said: "We are committed to being environmentally friendly. We are trying to do as much as we can.

"We never test on animals, but we are not jumping on the bandwagon – it was something Alan Moss decided on day one."

Bank put weight behind decision

Hide Ad
Hide Ad

Bankers at HSBC supported Astonish's move into the new manufacturing facility in Bradford.

Mark Vines, commercial director in Yorkshire and the North East, said: "HSBC is committed to helping businesses in all sectors to grow and strengthen their businesses.

"As an international bank we are especially interested in helping them to trade internationally, whether it be trading internationally for the first time or expanding into new markets across the globe.

"Astonish is a fantastic example of a business that is thriving and growing in difficult economic conditions and we are delighted to be able to support its move to new premises."

Hide Ad
Hide Ad

The company's sales benefited strongly from the discount sector, which outperformed during the recession.

The demise of Woolworths provided an unexpected boost for Astonish after most of the retailer's stricken store portfolio was snapped up by existing customers, resulting in further demand.

Related topics: