Founded in 2004 by textile and fabric care experts Gwen Whiting and Lindsey Boyd, The Laundress is dedicated to turning necessary household chores into a luxurious and enjoyable experience, according to Unilever.
The Laundress portfolio includes 85 eco-friendly products across laundry and home cleaning, which expands Unilever’s portfolio in the growing top end of the home care market and fits greatly with Unilever’s Sustainable Living Plan.
The Laundress will continue to operate from its New York City headquarters with the co-founders remaining in place to lead the business and the NYC Flagship store in Soho.
“With its line of beautifully crafted eco-friendly products and fast-growing following in the US and China, particularly among millennials, The Laundress is a strong addition to our portfolio of leading Home Care brands. Its distribution network across specialty retailers, direct-to-consumer and e-commerce, combined with Unilever’s global reach creates an ideal launch pad towards giving more people around the world the distinct ‘The Laundress’ experience,” said Kees Kruythoff, president of Unilever’s Home Care business.
According to Euromonitor International, the global home care market was valued at $155.6 billion in 2018, and Unilever was the second largest global home care company
Research analysts from Euromonitor International contend rising health and environmental consciousness are having a growing influence on purchasing decisions across Unilever’s areas of operation. In addition, it said that Unilever's Sustainable Living Plan (USLP) in 2010 has the potential to bring greater coherence to its home care activity, as well as a point of differentiation from rivals.
“We are thrilled to join the Unilever family. Together we have a unique opportunity to magnify and accelerate our mission of bringing our eco-friendly, fabric care products to every laundry room in the world,” said co-founder Boyd.
Terms of the transaction were not disclosed.
You can learn more about The Laundress and its founders in our Indie Inc profile from April 2018.