What Mirius does

Mirius (trading as Coventry Chemicals Ltd, company number 01205963) is a UK-based, privately held manufacturer of cleaning and hygiene liquids, powders and tablets founded in Coventry in 1963 and operating from a single state-of-the-art 24-hour facility on Siskin Drive. The company is organised around three business sectors — Retail (brands Hycolin, Refresh!, Vital Fresh, Mireco, Filetti), Professional (Super Professional, Hycolin Professional Antiviral, Eco Select) and Animal Health (Omnicide and the broader Omni biosecurity range) — and manufactures over 200 unique products with annual liquids capacity above 50,000 tons and weekly output exceeding 2 million bottles.

The business operates a trade-only B2B go-to-market, selling direct to trade customers, through some of the UK and Europe's largest wholesalers and distributors, and via a private label / contract manufacturing service for major UK and international retailers with approvals from international regulatory agencies. Mirius holds DEFRA approval for Omnicide against notifiable animal diseases, BPR biocidal compliance, ISO 9001/14001/45001, BRC Global Standard for Non-Food Grade B, GMP BS EN 22716, Sedex ethical audit, EcoVadis sustainability rating, and BS EN 1276 / BS EN 14476 efficacy certifications, with BS EN 14476 antiviral efficacy certified for Hycolin Professional. Recent digital additions include the Ask Nan AI chat assistant (2025) and the Wallchart Generator (2024), layered on top of the core formulation and manufacturing platform.

The company's revenue mechanics combine branded retail and professional product sales, animal health biosecurity solutions, and managed OEM/contract manufacturing services. Trading spans 80+ countries and was recognised with the Queen's Award for Enterprise: International Trade 2021. Ownership is private following a Management Buy-In led by Steve Quinlan in the 2000s, and the company is led by Managing Director Darren Langdon, who joined around 1996.

Name

Mirius

Legal name

Coventry Chemicals Ltd

Website

https://mirius.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

101–250 employees

Short description

Mirius is a UK-based, privately held manufacturer of cleaning liquids, powders and tablets founded in 1963, serving independent retailers, professional cleaners and the animal-health biosecurity market through branded ranges, private-label manufacturing and trade-only B2B distribution across 80+ countries.

Ownership category

akta.pro rank

Product category

Industrial & Household Cleaning Chemicals Manufacturing

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Polish and Other Sanitation Good Manufacturing (325612), Surface Active Agent Manufacturing (325613), Soap and Other Detergent Manufacturing (325611)

SIC

Specialty Cleaning, Polishing And Sanitation Preparations (2842), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Chemicals & Allied Products (2800), Miscellaneous Chemical Products (2890)

akta.pro primary industry

Produce Wash & Food-Contact Surface Dish Cleaning Solutions (CRAJABAI)

akta.pro secondary industries

Hard Surface & Multi-Purpose Cleaners (All-purpose, Floor, Bathroom, Kitchen) (CRADAKAG), Laundry Detergents & Boosters (Liquid/Powder/PODS, Enzymes, Bleach Alternatives) (CRADAKAA)

Keywords

• Industrial cleaning chemicals
• Hygiene product manufacturing
• Biosecurity disinfectants
• Private label cleaning
• Animal health sanitation

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Private Label / Contract Manufacturing: B2B contract manufacturing and own-brand production for retailers and distributors worldwide. End-to-end service covers concept, compliance, production and packaging using in-house automated packaging, capping and labelling machinery.
2. Branded Retail Product Sales: Branded retail sales across owned brands Hycolin, Refresh!, Vital Fresh, Mireco, and Filetti for independent retailers in the household cleaning category.
3. Professional Range Sales (Super Professional, Hycolin Professional, Eco Select): Sales of professional cleaning and hygiene products to independent professionals and trade customers across catering, education, hospitality, facilities management and commercial settings.
4. Animal Health Biosecurity Solutions: Sales of specialised cleaners and disinfectants (Omni range including Omnicide, Virucidal WP, Omniclean, OmniChlor) to animal agriculture sectors: poultry, swine, cattle & sheep, aquaculture, horticulture, equine, food processing. DEFRA-approved formulations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Mirius manufactures and supplies over 200 cleaning liquids, powders and tablets organised across three sectors: Retail (Hycolin, Refresh!, Vital Fresh, Mireco, Filetti consumer brands), Professional (Super Professional, Hycolin Professional Antiviral, Eco Select ranges for trade cleaners and facilities management) and Animal Health (Omnicide and the Omni biosecurity range). It also provides end-to-end private label and contract manufacturing for major UK and international retailers, supported by an in-house 24-hour Coventry manufacturing facility with 50,000+ tons annual liquids capacity.

Product overview

Mirius is a UK-based manufacturer (since 1963, trading as Coventry Chemicals Ltd) of cleaning and hygiene liquids, powders and tablets organised around three core sectors — Retail, Professional and Animal Health — with a portfolio spanning multiple branded sub-ranges (Hycolin, Refresh!, Vital Fresh, Mireco, Filetti, Super Professional, Hycolin Professional Antiviral, Super Professional Eco Select, the Omnicide animal-health range) and a contract / private-label manufacturing service. The Retail sector is built around consumer brands including Hycolin (antiviral bathroom, kitchen, hand soap, surface cleaners), Refresh! (bleaches, washing-up liquids, general purpose cleaners, floor care), Vital Fresh (bleaches, toilet gels, laundry powders), Filetti (laundry powder) and the new Mireco eco-conscious range. The Professional sector delivers Super Professional (the Super Professional Eco Select ultra-concentrated cleaning line with codes ES1–ES5; floor-care F1–F6; housekeeping H1–H16; washroom W1–W18; laundry L1–L11; dish-washing C1–C23; automotive A1–A5; washing-up D1–D9) plus the Hycolin Professional Antiviral antiviral range. The Animal Health sector offers the Omnicide product family (Omnicide, Omnicide H, Omniclean, Omniwash, OmniGel, OmniCIP, OmniChlor H2O, OmniChlor Plus, AquaOmnicide, Virucidal WP, Cresolox, OmniCox, Creolin Eco, Creolin Concentrate 1+3). Two digital tools — Ask Nan (an AI chat assistant providing product technical knowledge) and the Wallchart Generator (a custom product-use chart builder) — sit alongside the physical product range to support customer usage. Private label / contract manufacturing completes the offering for global retailers.

Differentiator

Problem solved

Functional benefit

Brands

• Hycolin: Retail and professional antiviral disinfectant range (e.g., Hycolin Antiviral Bathroom Cleaner, Kitchen Cleaner, Hand Soap; Hycolin Hospital Disinfectant)
• Refresh!
• Vital Fresh
• Mireco
• Filetti
• Super Professional
• Hycolin Professional
• Super Professional Eco Select
• Omnicide (Omni range)
• Tricel
• Pearson's Trade
• William Pearson
• Creolin

Products and services

• Hycolin (Retail)

Quantifiable outcome

• Annual liquids capacity of 50,000+ tons
• +4 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• In Kind DirectflagshipGTM or Marketing PartnerLong-running charity partnership where Mirius donates products and two colleagues ran the London Landmarks Half Marathon to raise funds. The partnership helps tackle hygiene poverty and supports meaningful community impact for Mirius's ESG and brand reputation.
• EvertreenflagshipStrategic or Co-development PartnerReforestation partner powering the Super Saplings Pledge. For every £1,000 spent on Super Professional products, Mirius funds the planting of one native tree through Evertreen in Madagascar. As of the source, more than 10,000 trees have been planted since September 2024.
• Made in BritaincoreOthersTrade body / certification membership that unites, supports and promotes manufacturers producing products in Great Britain. Mirius is a certified member and displays the Made in Britain mark on its home page.
• SedexcoreOthersSupplier Ethical Data Exchange (Sedex) audit and approval; Mirius is bespoke customer-accredited, audited and approved by Sedex for ethical and responsible sourcing.
• EcoVadiscoreOthersSustainability ratings provider; Mirius displays the EcoVadis rating and uses it as an accreditation signal in ESG communications to customers.
• Envious DigitalminorImplementation/ SI/ Consulting PartnerDigital agency credited in the Mirius website footer as the website creator/developer ('Made with [heart] by Envious Digital'); mirius.enviousdigital.co.uk is referenced.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Reckitt Benckiser Group: Global CPG incumbent owning Dettol, Cillit Bang and other leading disinfection/cleaning brands that compete with Mirius's Hycolin range in retail and with Hycolin Professional Antiviral in professional/healthcare channels. Comparable in regulatory/disinfection capability (BS EN 14476-equivalent testing) and breadth of cleaning portfolio, but vastly larger scale.
• SC Johnson & Son: Global privately-held CPG manufacturer of household cleaning brands including Mr. Muscle, Duck and other disinfection/specialty cleaners that compete with Mirius's Refresh! and Hycolin retail SKUs in UK and European grocery channels.
• Unilever PLC: Global CPG incumbent owning Cif, Domestos and other mass-market household cleaning brands that compete directly with Mirius's Refresh!, Vital Fresh and Hycolin retail SKUs in UK and European independent retail and wholesale channels.
• Procter & Gamble Co. Global CPG incumbent owning Fairy (dishwashing), Mr. Proper / Mr. Clean and other cleaning brands that compete with Mirius's Refresh!, Vital Fresh and Super Professional ranges in retail and contract channels worldwide.
• Henkel AG & Co. KGaA: Global CPG incumbent with a sizeable Laundry & Home Care business (Bref, Vernel, Sidolin, Persil dish) competing across retail channels with Mirius's branded retail portfolio and across professional channels via contract manufacturing partnerships with retailers.

Direct peers

• Sutter Professional: Italian-based manufacturer of professional cleaning products (concentrated detergents, disinfectants, floor care) sold through distributors to independent professional cleaners across Europe. Closely mirrors Mirius's Super Professional range and B2B trade-only distribution model.
• McBride plc: UK-listed private label and branded manufacturer of cleaning and hygiene products serving European retailers and contract customers. McBride is the closest comparable: similar private label/contract manufacturing model, similar end-market split between retail and professional, and overlapping product portfolio (dishwash, laundry, household cleaners).
• Buzil-Werk Wagner GmbH & Co. KG: German family-owned manufacturer of professional cleaning and hygiene products (all-purpose cleaners, sanitisers, floor care) sold through wholesalers to professional end users. Comparable to Mirius in mid-sized European specialist cleaning manufacturer profile and B2B trade distribution.
• Dr. Schnell GmbH & Co. KGaA: German manufacturer of professional cleaning, disinfection and hygiene products for contract cleaners, facility management and healthcare. Directly comparable in product portfolio (sanitisers, surface disinfection certified to EN standards), trade B2B distribution and mid-sized European specialist profile.

Emerging players

• Werner & Mertz GmbH: German eco-conscious manufacturer of professional and retail cleaning brands (Ecover, Frosch, Green Care Professional) with strong sustainability positioning. Comparable to Mirius's Mireco and Eco Select ultra-concentrated sustainability platform and overlapping professional/retail split.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/coventrychemic1

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 Mirius