Acquisition of 1001 carpet care brand
Supreme (AIM: SUP), a leading manufacturer, supplier, and brand owner of fast-moving consumer goods, is pleased to announce the acquisition of the trade and intellectual property of 1001, the iconic carpet care brand trusted by consumers for decades (“1001”) for a fixed consideration of £1.65 million (including £0.35 million of deferred consideration) from the US-based WD-40 Company. The transaction also provides for the purchase of inventory at book value, with additional contingent consideration, associated with future sales growth, up to a maximum of £3 million. Supreme expects the integration of the business to proceed without disruption to customer service levels.
About 1001
1001 is a heritage household cleaning brand that dates back to the 1940s, best known for its carpet and upholstery care products. The flagship Carpet Fresh range has a loyal customer base and strong retail presence, offering convenient, great-smelling solutions for keeping carpets and soft furnishings fresh between deep cleans. With categories spanning carpet fresheners, stain removers, and cleaning solutions, 1001 continues to innovate while retaining its position as a household favourite. For the year ended 31 August 2025, the 1001 brand is expected to report unaudited revenue of around £4.5 million, and its customers include Tesco, Asda, Morrisons, Home Bargains and B&M Bargains, aligning with Supreme’s customer base. The brand is manufactured in the UK and had been owned by WD-40 since 2004. At its peak, the brand reported revenue of £8 million.
Strategic Rationale
This acquisition is fully aligned with Supreme’s M&A strategy, strengthening its portfolio of everyday essential consumer goods. With Supreme’s vertically integrated platform and distribution network spanning 40,000 retail outlets, 1001 presents a compelling opportunity to accelerate growth at minimal incremental cost. A transitional services arrangement has also been agreed with the sellers to support seamless customer transition.
- Expansion of Supreme’s portfolio with another well-recognised consumer brand
- Immediate earnings enhancement
- Access to new retail customers, including Aldi
- Longer-term potential to develop 1001 into a broader household cleaning brand, a high-growth category particularly within the discount retail channel
Commenting on the acquisition, Sandy Chadha, Chief Executive Officer of Supreme, said:
“1001 is a heritage British brand with decades of trust and consumer recognition and we are thrilled to welcome it into the Supreme family. This acquisition highlights our ability to identify and reinvigorate brands with strong equity while leveraging our shared back-office capabilities. We see substantial potential to expand the 1001 range, invest in its growth, and build another successful vertical alongside our existing portfolio.”
Want to Know More? Order Online or Become a Trade Customer…
📞 Existing customers: Contact your Account Manager for full details >
🛒 New customers: Apply for a Trade Account today >
