Ecover is broadening its horizons beyond household cleaners with the launch of boat and car care products, ahead of a major push into personal care next year.
The boat and car ranges, available now, are targeting the largely untapped market of male eco-warriors.
"This will give a lot more people, especially men, the opportunity to try out Ecover and see that green products do work," said marketing manager Clare Allman.
The move was part of Ecover's plans to cater for all needs, from "home to car to yourself", she added.
Further brand extensions would follow, said Allman, adding that cleaning accessories was one avenue being explored, including recycled mops and cloths. Paper products, such as toilet and kitchen rolls, were also under consideration.
"Where there are opportunities, we will assess merits and risks, but our core business will always be cleaning," added Allman.
The company is also to launch its first personal care range in the UK next year.
Launching in France now, the range of adult and baby shampoos, shower gel and hand soap is Ecover's most premium offer yet.
Organic-grade ingredients only are used within the range, which carries the Ecocert environmental label. It comes in pearlised packaging rather than the usual transparent bottle.
"Ecover has always been an aspirational brand, but with personal care we can approach it differently and be more upmarket and luxury," said Allman. "Organic isn't always the right choice for cleaning, but personal care is close to the heart. People associate organic with the food they eat, so it makes sense when you're putting it on your skin."
The expansion plans were revealed to The Grocer as Ecover announced group sales up 18% to £62m.
The UK accounts for about half its turnover, but UK sales growth was slightly slower at 14% to 16%, said Allman. Growth in Belgium was 71%, in Switzerland 53% and in Japan 33%, but those were currently much smaller markets for Ecover, she added.
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