Eco cleaning brand Wilton London has been rescued from liquidation by advertising business Boomerang Media.
Wilton founders Mike Perry and Sam Whigham confirmed the business’s assets had been purchased by Boomerang Media from liquidators at FRP Advisory, after it collapsed at the end of August.
The Grocer understands Wilton’s staff were notified the business had called in liquidators on a Teams call last month, after being told they were at risk of redundancy in July.
The deal with out-of-home advertising specialist Boomerang Media, which The Grocer understands was previously a majority shareholder in Wilton, secures a future for the brand.
“In August 2024, Wilton London Ltd went into voluntary liquidation and we have ensured all employees affected receive final pay,” said Perry.
“We are delighted to now be a part of Boomerang Media and very much looking forward to a bright future working with them.’’
Founded by Perry and Whigham in 2018, Wilton secured its first supermarket listing with Sainsbury’s in 2022, debuting four laundry SKUs – Laundry Liquid Cedarwood, Laundry Liquid Jasmine, Fabric Conditioner Cedarwood and Fabric Conditioner Jasmine – with the retailer as part of its Future Brands scheme.
The cleaning challenger last year launched a duo of plastic-free laundry pods – Patchouli and Jasmine – in the retailer.
Wilton’s laundry liquids, fabric conditioners and laundry pods were stocked in “circa 300 Sainsbury’s stores” at the time of writing. Its range is also listed by Ocado and Lakeland.
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