Neat passes six million refills, names new CEO

Neat, the refillable cleaning brand, is stepping up its growth, having passed six million refills sold, appointed a new chief executive and opened its first dedicated manufacturing facility.

Sales are up 27% year on year across its four largest retail partners, Tesco, Sainsbury's, Waitrose and Ocado, driven by a rising rate of sale and strong loyalty. The brand says it has the highest repeat purchase rate in its category, with shoppers spending 40% more a year than the category average. The six million refills to date represent 243 tonnes of single-use plastic saved since its 2020 launch.

Leading the next phase is Toby Gordon-Smith, who joins as CEO with experience spanning Glanbia Performance Nutrition, Diageo and Bain. "Six million refills sold proves that concentrated refills can work at scale," he said, pointing to deeper retail partnerships and DTC growth as the opportunity.

Neat has also opened The Refillery, its first factory, which it says is cutting cost of goods and enabling more innovation, including a limited-edition Christmas gift set.