Neat, the B Corp-certified refillable cleaning brand on a mission to make concentrated refills the new standard, is entering its next phase of growth. Following strong retail performance, the brand has surpassed six million refills sold, appointed a new CEO and invested in its first dedicated manufacturing facility.
With sales up 27% year on year across its four largest retail partners (Tesco, Sainsbury’s, Waitrose and Ocado) Neat is seeing sustained demand for its concentrated refills driven by increased rate of sale, new customer acquisition and strong shopper loyalty. Neat now boasts the highest repeat purchase rate of any brand in the category, with its shoppers spending 40% more annually than the category average, demonstrating continued consumer appetite for its design-led, concentrated refill proposition.
To support the next phase in the Neat journey, Toby Gordon-Smith has been appointed as chief executive officer. Toby brings more than 25 years of consumer brand-building and commercial leadership experience, including senior roles at Glanbia Performance Nutrition, Valeo Foods Ireland, Diageo and Bain & Company. At Glanbia, he helped grow the business from $40m to more than $500m across 12 countries. Toby’s appointment comes as Neat reaches a significant sustainability and commercial milestone, with more than six million refills sold since launch in 2020, saving 243 tonnes of single-use plastic, equivalent to more than 24 million plastic water bottles.
Toby Gordon-Smith, CEO of Neat, comments: “Neat has achieved what very few challenger brands manage by building a beautifully designed product that consumers love, in a category crying out for change. Six million refills sold and 243 tonnes of single-use plastic saved prove that concentrated refills can work at scale. The opportunity now is to build on that foundation by deepening our retail partnerships, growing our direct-to-consumer community and making refillable the obvious choice for every household. I couldn’t be more excited to get started.”
Giles Brook, Neat Board chair: “Toby has built and scaled consumer brands at every stage, from founding teams to global FMCG businesses and private equity-backed environments. He knows exactly what it takes to turn a much-loved challenger brand into a household name, and we’re delighted to have him leading Neat into its next chapter.”
The business is also investing in its operational capabilities, having opened The Refillery, its first dedicated manufacturing facility this year. The investment is already helping to reduce cost of goods, increase manufacturing control and provide the capacity to support future growth, while creating further opportunities to reduce environmental impact. The Refillery has also enabled Neat to bring more product innovation to market, with the launch of its first Christmas Gift Set in November. Featuring a limited-edition Frosted Pine & Mistletoe fragrance, a tactile, uncoated silver aluminium bottle and plastic-free concentrated refills, the set brings Neat’s distinctive approach to design and fragrance to the festive season.
Neat’s products combine reusable aluminium bottles with space-saving concentrated refills and feel-good formulas made with 98% naturally derived ingredients. Its surface cleaner refills use and ship 90% less water than conventional products, while one truck of Neat refills represents 12 fewer trucks on the road.
