A leading European mat manufacturer has its sights set on expansion, after announcing the launch of its flagship brand in the UK.
Kleen-Tex has announced that wash+dry, the premium, machine-washable mat brand that’s been transforming entrance halls across the continent, will soon be available to homeware retailers across the country.
The wash+dry designs and flooring options will add to the other Kleen-Tex Home brand, Turtle Mat, which is currently available in UK retail through a partnership with John Lewis, and online via the Turtle Mat website.
With a rapidly growing presence in Germany and other European markets, wash+dry is set to disrupt the UK homeware sector, offering retailers a series of fresh new designs to traditional mat and rug brands – as well as profitable pricing, premium point of sale, and effortless service and customer care.
Nick Coward, European sales director at Kleen-Tex’s Home Division, which owns both wash+dry and Turtle Mat, said: “Sales of wash+dry have been phenomenal across Europe, with customers loving our blend of modern, alternative designs at a price point they’re willing to pay; and so we’ve been working hard to unlock an incredible opportunity by bringing this to the UK.
“The market is filled with mats that would be seen as more neutral or serene, so we’re hoping our wash+dry brand and its unique, bold designs especially for the UK will really shake things up.
“We know garden centres, pet stores and homeware brands in the UK are looking for profitable, stylish options that offer value and are designed to sell, as well as effortless service and support, and we deliver that. Our aim is to become the only mat partner that UK retail will ever need.”
Family-owned Kleen-Tex was originally founded in the US in 1967 and has grown to become one of the leading designers and manufacturers of rugs and mats across the world.
The business already sells products in the US, South America, Asia and Europe, as well as to the UK market through its Turtle Mat brand – and the Cheshire-based business hopes this is just the first step for expansion in the UK.
wash+dry has been developed to combine mat and rug quality with contemporary, modern designs at affordable prices.
“wash+dry is designed for life, but it’s also designed to sell, which is why it is going from strength to strength in markets across Europe”, said Elaine Smith, European Marketing Director for Kleen-Tex.
“Now, we’re delighted to be bringing unique designs, as well as our knowledge and success, into the UK market, so we can help home retailers unlock the buying power of more customers.”
Retailers looking to speak to the Kleen-Tex Home sales team or stock wash+dry and Turtle Mat can visit https://kleen-tex.co.uk/pages/
