Ultimate Products
Ultimate Products PLC is a UK publicly listed "home of brands" operator that designs, develops, and distributes proprietary and licensed small domestic appliances and housewares (Salter, Beldray, Petra, Russell Hobbs) to over 300 retailers across 38 countries.
- Company typePublic
- Founded2005
- HeadquartersManchester, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Ultimate Products does
Ultimate Products PLC is a UK-based, publicly listed (LON:ULTP) "home of brands" operator that designs, develops, and distributes a portfolio of proprietary and licensed small domestic appliances and housewares under brands including Salter, Beldray, Intempo, Petra, Progress, Giles & Posner, American Originals, George Wilkinson, Maxim, ZFrame, Constellation, and a licensed Russell Hobbs range. The company sells exclusively through B2B retail partnerships, supplying over 300 retailers across 38 countries via UK supermarkets, European discounters, and online channels. Its commercial model is built on multi-brand houseware distribution at value price points, with proprietary branded sales now representing 88% of group revenue following a deliberate exit from lower-margin third-party clearance and white-label business.
Revenue is generated through wholesale hardware sales of branded SKUs to retail partners, with no disclosed direct-to-consumer pricing or subscription model. The operating model combines in-house product development, brand-specific e-commerce sites, and large-scale manufacturing procurement, supported by a logistics footprint that includes the Chadderton, Oldham warehouse. Cost discipline is structural: operating expenditure has been held flat for four consecutive years, freight programs delivered £1.2 million of savings, and net debt was reduced 45% even as FY2025 revenue contracted 3% to £150.1 million and H1 FY2026 revenue fell 6% to £74.5 million (adjusted EBITDA -29% to £5.0m).
Technology and AI activity centers on operational transformation rather than product differentiation: a Salsify digital shelf platform partnership (2026), Oracle NetSuite ERP deployment, and broader automation initiatives. A leadership transition is underway, with Simon Harrison (formerly CEO of Princes Group) appointed CEO designate for 26 October 2026, succeeding Andrew Gossage after more than 20 years, while founder Simon Showman moves to a non-executive director role while continuing as President.
Ultimate Products firmographics
Firmographics- Name
- Ultimate Products
- Legal name
- Ultimate Products PLC
- Website
- https://upgs.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Ultimate Products PLC is a UK publicly listed "home of brands" operator that designs, develops, and distributes proprietary and licensed small domestic appliances and housewares (Salter, Beldray, Petra, Russell Hobbs) to over 300 retailers across 38 countries.
- Ownership category
- akta.pro rank
Ultimate Products industry classification
Industry- Product category
- Consumer Housewares and Small Domestic Appliances
- NAICS
- General Merchandise Retailers (455)
- SIC
- Retail-Misc General Merchandise Stores (5399)
- akta.pro primary industry
- Extreme Value General Merchandise Discounters (CRAEAAAE)
Keywords
Where Ultimate Products is headquartered
LocationHeadquarters
- HQ city
- Manchester
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Ultimate Products business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Branded Product Sales: Sale of proprietary homeware brands including Salter, Beldray, Petra, and others to retailers and consumers. Branded sales represented 88% of group revenue in H1 FY2026 at £65.8m, growing 5% year-on-year.
- Third-Party / White-Label: Sale of third-party and white-label products. The company is strategically exiting this segment, which contributed to revenue decline as the clearance division was wound down, removing approximately £6.5 million in revenue.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Ultimate Products product offering
Product offeringCore offering
Ultimate Products is a UK-based brand owner and product development house that designs, develops, and distributes proprietary and licensed homeware and small domestic appliance brands (including Salter, Beldray, Petra, Intempo, Progress, and Russell Hobbs) through retail partnerships. The company supplies over 300 retailers across 38 countries via supermarkets, discounters, and online channels in the UK and Europe, with proprietary branded sales representing 88% of group revenue.
Product overview
Ultimate Products operates as a home of brands platform distributing small domestic appliances and housewares across 12 proprietary and licensed brands including Salter, Beldray, Petra, Intempo, Progress, Russell Hobbs, Giles & Posner, American Originals, George Wilkinson, Maxim, ZFrame, and Constellation. The company supplies to over 300 retailers across 38 countries through a design-develop-distribute model, offering products spanning kitchen appliances, cookware, audio equipment, and household goods. The portfolio represents a strategic shift away from clearance and white-label business toward proprietary branded sales, which now represent 88% of group revenue.
Differentiator
Problem solved
Functional benefit
Brands
- Salter: Homeware brand including kitchen scales, cookware, and small domestic appliances.
- Beldray
- Intempo
- Progress
- Petra
- Russell Hobbs
- ZFrame
- Constellation
- Giles & Posner
- American Originals
- George Wilkinson
- Maxim
Products and services
- Salter Salter is a proprietary Ultimate Products homeware brand specializing in kitchen scales, cooking utensils, and home measuring products for household consumers, sold through retail partners.
- Beldray Beldray is a proprietary Ultimate Products home appliances brand offering products across heating, cooling, and household categories for consumers, sold through retail partners.
- Petra Petra is a proprietary Ultimate Products brand specializing in kitchen and household electrical appliances, sold through retail partners.
- Intempo Intempo is an Ultimate Products brand offering speakers and audio devices for consumer entertainment, sold through retail partners.
- Progress Progress is a proprietary Ultimate Products cookware and kitchen utensils brand for household consumers, sold through retail partners.
- Russell Hobbs Russell Hobbs is a licensed Ultimate Products kitchen appliances brand offering kettles, toasters, and cooking appliances for consumers, sold through retail partners.
- Giles & Posner Giles & Posner is a proprietary Ultimate Products homeware brand offering kitchen and household products for consumers, sold through retail partners.
- American Originals American Originals is a proprietary Ultimate Products homewares collection inspired by American design aesthetics, sold through retail partners.
- George Wilkinson George Wilkinson is a proprietary Ultimate Products kitchen and cookware brand for household consumers, sold through retail partners.
- Maxim Maxim is a proprietary Ultimate Products home and kitchen products brand for consumers, sold through retail partners.
- ZFrame ZFrame is a proprietary Ultimate Products home organization and storage brand for household consumers, sold through retail partners.
- Constellation Constellation is a proprietary Ultimate Products homeware brand for household consumers, sold through retail partners.
Quantifiable outcome
- Branded sales grew 2% overall and 91% in EU discounters, demonstrating strong momentum in proprietary brand growth.
- +2 more outcomes
Companies that use Ultimate Products
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Ultimate Products technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Ultimate Products partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- SalsifycoreUltimate Products partnered with Salsify, a digital shelf platform provider, as part of its digital and automation transformation. The partnership enabled productivity improvements and operational efficiency gains, earning Ultimate Products the Salsify Digital Shelf Transformer Award at the 2026 Digital Shelf Summit in Atlanta. The collaboration is central to the company's broader automation, AI, and Oracle NetSuite ERP initiatives.
- First Choice Homes Oldham (FCHO)minorUltimate Products partnered with First Choice Homes Oldham (FCHO) to donate free household items including cutlery, pans, and crockery to customers in need. The first donation of 28 boxes of surplus stock, including items from Salter and Beldray brands, was worth over £1,000. Ultimate Products has been donating goods to charities and organisations for ten years.
Scale indicators11 records
Recent moves5 records
Expansion highlights4 records
Ultimate Products competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Ultimate Products social profiles
Digital presenceUltimate Products financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ultimate Products leadership team
Management profileNumber of profiles
Profiles5 records
Ultimate Products funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ultimate Products M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ultimate Products
What does Ultimate Products do?
Ultimate Products is a UK-based brand owner and product development house that designs, develops, and distributes proprietary and licensed homeware and small domestic appliance brands (including Salter, Beldray, Petra, Intempo, Progress, and Russell Hobbs) through retail partnerships. The company supplies over 300 retailers across 38 countries via supermarkets, discounters, and online channels in the UK and Europe, with proprietary branded sales representing 88% of group revenue.
Is Ultimate Products a public or private company?
Ultimate Products is a public company. It is classified as public and is currently operating.
When was Ultimate Products founded?
Ultimate Products was founded in 2005. It employs 251 to 500 people.
Where is Ultimate Products based?
Ultimate Products is headquartered in Manchester, United Kingdom, in the Europe region.
How does Ultimate Products make money?
Two revenue lines are on record. Branded Product Sales are the primary driver. The others are third-Party / White-Label.
Does Ultimate Products have an API?
No public API is recorded for Ultimate Products.
What industry is Ultimate Products in?
Ultimate Products's product category is Consumer Housewares and Small Domestic Appliances. Its primary akta.pro industry code is CRAEAAAE, Extreme Value General Merchandise Discounters. Its NAICS code is 455 and its SIC code is 5399.