What Homethings does

Homethings (legal entity: Loopy Products Ltd, Company Number 12118074) is a UK-based consumer goods company that designs, formulates, and sells waterless, concentrated household cleaning and paper products under a refillable-system model. Founded in 2019/2020 by co-founders Matthew Aubrey and Tim Keaveney after meeting at the University of Scotland, the company is headquartered at 71-75 Shelton Street, Covent Garden, London, with manufacturing operations in Yorkshire carried out by PhD chemists. Its core technology replaces the ~95% water content of conventional cleaning sprays with ultra-concentrated tablets, sachets, sheets, and pods that customers dissolve in tap water inside durable aluminium bottles purchased once, eliminating single-use plastic and reducing shipping emissions by up to 90-94%. The product portfolio spans multi-surface/bathroom/glass cleaning sprays, bio and fragrance-free laundry sheets, all-in-one dishwasher tabs (Dishthings), the UK's first powder-to-gel washup refills, drop-and-mop floor pods (Floorthings), powder-to-foam toilet cleaner (Loothings), compostable cellulose sponges, bamboo dish scrubbers, and 100% FSC-certified bamboo loo roll.

The company operates a hybrid direct-to-consumer and retail distribution model. Customers can buy one-time starter kits (e.g., £19 Aluminium Cleaning Spray Starter Kit, Ultimate Eco Bundle at £32.83-£72.83) or subscribe to auto-delivered refills on a 4-12 week cadence with 15-30% bundle discounts and free shipping above £20. Distribution spans the company's Shopify e-commerce storefront (gethomethings.com), Royal Mail fulfilment, and physical shelf presence in three UK premium grocers: Waitrose, Wholefoods, and Booths. Marketing is built on sustainability content (blog, social channels Facebook/Instagram/YouTube/TikTok), Trustpilot social proof (4.8/5 from ~1,500 reviews), a Refer-a-Friend programme, and PR earned through a 2021 BBC Dragons' Den appearance in which all five Dragons made investment offers. Cumulative disclosed funding includes an Antler pre-seed in 2019, a 2020 round with Vala Capital and Verve Capital, a 2021 Crowdcube raise of approximately £1.14M, an InnovateUK grant supporting development of the powder-to-gel washup, and £250,000 in media value from Sky's Zero Footprint Fund in 2022. The company is B Corp certified and has won The Grocer's Start Up of the Year award.

Name

Homethings

Legal name

Loopy Products Ltd

Website

https://gethomethings.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Homethings is a UK-based eco-cleaning brand (Loopy Products Ltd) that sells concentrated, waterless refill tablets, sheets, and pods paired with reusable aluminium bottles, plus bamboo household paper, via DTC e-commerce and premium grocers Waitrose, Wholefoods, and Booths.

Ownership category

akta.pro rank

Product category

Eco-friendly household cleaning products

NAICS

Soap and Cleaning Compound Manufacturing (32561), Soap and Other Detergent Manufacturing (325611)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Laundry Detergents (Powder, Liquid, Pods/Sheets) (CRAJAAAA)

akta.pro secondary industries

Dishwashing Powders & Pastes (Hand Wash) (CRAJABAC), Home Care Tools & Consumables (Sponges, Wipes, Brushes, Gloves, Mop Refills) (CRADAKAM), Eco-Friendly Cleaning Tools & Accessories (Reusable/Compostable) (CRAJAOAJ)

Keywords

• Eco cleaning products
• Waterless refill tablets
• Household cleaning concentrates
• Plastic-free cleaning supplies
• Laundry and dishwasher tabs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Product Sales (One-time): Direct e-commerce sales of cleaning products including sprays, laundry sheets, dish tabs, washup liquids, toilet roll, and sponges. One-time purchase model for starter kits and bundles.
2. Subscription Refills: Auto-delivery subscription model for refill products. Customers set preferred delivery frequency (every 4-12 weeks). Subscription offers discounts, free shipping, and convenience. Drives recurring revenue and customer lifetime value.
3. Referral Programme: Refer-a-Friend programme where existing customers earn rewards (free refill products) when referred customers complete purchases and subscribe to refills.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Homethings designs, manufactures and sells concentrated, waterless household cleaning and laundry products packaged as tablets, sheets, sachets and pods that consumers combine with tap water inside reusable aluminium bottles. The portfolio spans multi-surface and bathroom sprays, laundry sheets, dishwasher tabs, washing-up refills, floor-cleaning pods, toilet cleaner, and bamboo toilet paper, distributed via a direct-to-consumer Shopify storefront, an auto-refill subscription, and UK retailers (Waitrose, Wholefoods, Booths).

Product overview

Homethings is a UK-based eco-cleaning brand selling concentrated, waterless cleaning products and sustainable household essentials through a direct-to-consumer online platform and select retail partners (Waitrose, Wholefoods, Booths). The core product line is built on a refillable-system model: customers purchase durable aluminium bottles once and subsequently buy compact, waterless refill tablets, sachets, sheets, or pods that are mixed with tap water at home, eliminating single-use plastic and reducing shipping emissions by up to 90%. The portfolio spans cleaning sprays (Allthings, Baththings, Shinythings), laundry (Laundry Sheets in bio and fragrance-free variants), dishwashing (Dishthings dishwasher tabs and Washup powder-to-gel refills), floor care (Floorthings drop-and-mop pods), toilet care (Loothings fizzing powder cleaner), and bamboo household paper products (Premium Bamboo Loo Roll), plus compostable accessories (Spongethings cellulose sponges, Bamboo Dish Scrubber). Products are sold individually and bundled in the Cleaning Bundle (starter kit with aluminium bottles + multiple refill types), Essentials Bundle (adds bamboo loo roll), Fragrance-Free Bundle (for sensitive skin), and Refill Bundle (refill-only assortment). The brand also partnered with Kelpi to launch seaweed-coated refill sachets, and appeared on BBC Dragons' Den where all five Dragons made offers.

Differentiator

Problem solved

Functional benefit

Products and services

• Laundry Sheets Super-concentrated, space-saving laundry sheets in bio (with enzymes and Lazy Daisy fragrance) and non-bio fragrance-free variants, packaged in recyclable cardboard and effective at low temperatures, sold to UK households.
• Dishthings (Eco Dishwasher Tabs) All-in-one dishwasher tablets with 96% plant/mineral-based formulation including rinse aid and dishwasher salt, wrapped in biodegradable PVOH film, sold to UK households as an eco alternative to mainstream dishwasher tabs.
• Aluminium Cleaning Spray Starter Kit Starter kit containing a refillable aluminium spray bottle plus three ultra-concentrated cleaning spray refill tabs (Allthings multi-surface, Baththings bathroom, Shinythings glass) for UK households to mix with tap water at home.
• Premium Bamboo Loo Roll 24-roll pack of 100% FSC-certified bamboo, unbleached, 3-ply, 380-sheet double-length toilet paper sold to UK eco-conscious households.
• Washup Refills (Powder-to-Gel) Sachets of powder that convert to washing-up liquid when mixed with tap water inside the Homethings aluminium bottle — UK's first powder-to-gel washing-up liquid — sold in Wild Rhubarb, Apple & Nashi Pear, and Fragrance-Free variants.
• Cleaning Spray Refills Ultra-concentrated cleaning spray tablets that refill a 500ml aluminium spray bottle with tap water, available in Allthings, Baththings, Shinythings and Fragrance-Free variants, sold to UK households.
• Spongethings (Compostable Cellulose Sponges) Compressed cellulose sponges that expand when run under the tap, available in packs of four, fully home-compostable and free of microplastics, sold to UK households.
• Loothings (Toilet Cleaner) Powder-to-foam toilet deep-cleaner sachets that fizz in the bowl for 20-30 minutes before scrubbing and flushing, bleach-free, septic-tank safe, packaged in recyclable cardboard, sold to UK households.
• Floorthings (Eco Floor Cleaner) Drop-and-mop floor cleaning pods (12 per pack, lavender fragrance) that each make up to 5 litres of cleaning solution, packaged in home-compostable pouches, sold to UK households.
• Bamboo Dish Scrubber Reusable, machine-washable bamboo fabric dish scrubber designed to be tough on grime yet gentle on surfaces, given free with bundle purchases.
• Aluminium Washup Starter Kit Aluminium bottle starter kit paired with three free powder-to-gel washup refills in Wild Rhubarb, Apple & Nashi Pear, or Fragrance-Free variants, for UK households beginning the Homethings washup system.
• Homethings Cleaning Bundle (Ultimate Eco Bundle) Comprehensive starter bundle including aluminium spray bottle with multi-purpose tab refill, aluminium washing-up bottle with Wild Rhubarb sachet refill, 32 laundry sheets, 12 floor pods, optional 40 dish tabs, and a free bamboo scrubber, targeted at new UK customers switching to Homethings.
• Essentials Bundle Bundle of 24 Premium Bamboo Loo Rolls, aluminium spray bottle with 3 refills, 32 laundry sheets, and 40 dish tabs plus a free pack of sponges at a discounted price, for UK households seeking a full-household essentials pack.
• Refill Bundle Refill bundle of spray tabs, washup refills, laundry sheets and optional dish tabs with free shipping and a 10% bundle discount, designed for existing Homethings customers restocking aluminium bottles.
• Fragrance Free Bundle Bundle of fragrance-free washup, sprays, laundry and additional products developed for sensitive skin, sold to UK households at a discounted bundle price.
• Seaweed-Coated Refill Sachets Refill sachets treated with Kelpi's seaweed-derived marine polymer coating — a biodegradable surface finish that reduces plastic footprint while maintaining package integrity, pairing with Homethings' concentrated cleaning formulas.

Quantifiable outcome

• Up to 94% lower carbon footprint vs conventional products
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• KelpicoreTechnology or Integration · 17 April 2026Collaboration pairs Homethings' concentrated cleaning formulas with Kelpi's marine polymer technology. Kelpi provides seaweed-derived biodegradable coating applied to standard sachet substrates. This partnership enables improved eco-performance and package integrity while reducing plastic footprints without altering product use.
• InnovateUKcoreOthersReceived InnovateUK grant to develop the UK's first powder-to-gel washing up liquid. Partnership supported R&D for innovative refill technology combining waterless concentrate with sustainable packaging.
• London Waste and Recycling BoardminorStrategic or Co-development PartnerCollaborated on Life Cycle Analysis (LCA) to determine most environmentally responsible bottle material. Research findings influenced decision to switch from plastic to aluminium bottles.
• WaitrosecoreChannel Partner/ Reseller/ DistributorNational UK supermarket chain stocking Homethings products on shelf in stores. Provides retail distribution channel for eco-conscious consumers shopping in premium grocery segment.
• WholefoodscoreChannel Partner/ Reseller/ DistributorPremium health and eco-focused retailer with UK store presence. Carries Homethings products reaching environmentally-conscious shoppers prioritising sustainable products.
• BoothsminorChannel Partner/ Reseller/ DistributorRegional Northern England supermarket chain with premium positioning. Stocks Homethings products for regional eco-conscious consumers.
• SkyminorGTM or Marketing PartnerRecipient of £250,000 media value from Sky Zero Footprint Fund, supporting sustainable advertising initiatives. Fund supports brands promoting environmental messages as part of Sky's sustainability commitment.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Smol: UK-based DTC eco-cleaning subscription brand offering laundry capsules, dishwasher tabs, and surface sprays via subscription. Most direct UK competitor to Homethings with similar product-led growth, subscription model, and eco positioning.
• Splosh: UK refillable cleaning products brand using concentrated refills and reusable bottles. Direct competitor offering spray, laundry, and dish products with refill subscription model and similar sustainability positioning.
• Bio-D: UK-based eco-friendly cleaning products manufacturer offering laundry, dishwashing, and household cleaners. Competes in same eco-cleaning segment with overlapping UK retail presence and similar sustainability credentials.
• Ocean Saver: UK eco-cleaning brand offering dissolvable cleaning pods and refill formats. Direct competitor with similar waterless concentrate approach for sprays and dish products targeting UK eco-conscious consumers.
• Tru Earth: Eco-cleaning brand specializing in laundry detergent strips and concentrated cleaning products. Comparable through waterless/strip format innovation, though primarily serving North American market.

Emerging players

• Dropps: US-based DTC eco-cleaning subscription brand offering laundry and dishwasher pods. Comparable business model and target segment, but with US rather than UK geographic focus.
• Lazy Co: UK eco-cleaning brand offering refillable and plastic-free household products. Comparable niche focus on UK sustainable cleaning with overlapping target customer segment.
• Sheets Laundry Club: Eco-laundry brand offering concentrated laundry sheets in compostable packaging. Directly comparable to Homethings' laundry sheets line with similar format and sustainability positioning.

Broad incumbents

• Ecover/Method (SC Johnson): Major eco-cleaning brand owned by SC Johnson offering laundry, dishwashing, and household cleaners across UK and Europe. Overlapping product categories with Homethings but with vastly larger scale, established retail relationships, and broader portfolio.
• Seventh Generation (Unilever): Unilever-owned eco-cleaning brand offering plant-based laundry, dish, and household cleaners. Competes for same eco-conscious UK consumer, though much larger scale and broader distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/get_homethings
• Facebookfacebook.com/gethomethings

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homethings