Homes & Gardens launches branded cleaning product range

IPC is leveraging its Homes & Gardens brand further with the launch of a range of cleaning products based on natural ingredients.

Homes and Gardens
Homes and Gardens

Among the Homes & Gardens-branded cleaning products are washing-up liquid, surface wipes, window and glass cleaner and moisturising hand wash and hand lotion.

The packaging has been designed to be stylish enough to leave the products out on the worktop, as well as being biodegradable.

The range has been developed by IPC Plus, the licensing and syndication division, along with Global Brands Group and a new design and manufacturing company called Kokomo.

Homes & Gardens has successfully extended its brand into greeting cards and calendars in the past and earlier this year it launched a range of garden furniture that is being sold through Dobbies stores. IPC said another “significant” new brand extension would be revealed shortly.

The new cleaning products will be launched in stores this autumn as well as being sold online through

Belinda Cooper, publisher of Homes & Gardens, says: “Our readers love their homes and want the best, most beautiful things for them, which is why these inspirationally designed and fragranced products fit so well with our brand values.”


Sell to people, not demographics

Marketing Week

Richard Madden is spot on to highlight the fact that in order to cross-sell, businesses must start taking note of what their individual customers want and how they behave (“Cross-serving is the secret behind successful cross-selling,” MW 10 June). But so many companies are fundamentally hindered and unable to do so because of the way in which they collect and analyse their online customer data. Too many companies anonymise and generalise their customer data into demographics and homogenous groups. But demographics don’t buy, individuals do!


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