Easylife
Easylife is a UK catalogue and online retailer founded in 1992, selling practical problem-solving products across home, garden, health, mobility, gadgets, and clothing to over 7 million UK households via catalogues, web, telephone, and Amazon Prime.
- Company typePrivate
- Founded1992
- HeadquartersSittingbourne, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Easylife does
Easylife is a UK-based catalogue and online retailer founded in 1992, operating as a multi-category direct-to-consumer platform selling problem-solving products for the home, garden, health, mobility, gadgets, and clothing. The company serves over 7 million UK households and has delivered more than 18 million orders across its 30+ year history, distributing approximately 200 million physical catalogues annually alongside its e-commerce website (easylife.co.uk), telephone order line, and Amazon Seller Fulfilled Prime channel. Its core customer segments include UK households broadly, mature and older women (size 10–24 fashion), and health-conscious consumers seeking mobility, pain, and wellbeing solutions.
The business is built on a proprietary e-commerce and order-management stack backed by a purpose-built 42,000 sq. ft. fulfilment centre in Sheerness, Isle of Sheppey, opened in 2023 with up to 28 packing benches and a 92% same-day dispatch rate. Technology capabilities include AI-assisted call centre tools for handling and analysing customer interactions, SSL-encrypted PCI-compliant payment processing with tokenisation, Klarna buy-now-pay-later integration, and Amazon Seller Fulfilled Prime logistics. Sub-brands include Evergreen, Good Ideas, Maison Maison, and Positive Health. The Rewards Club Limited, a subsidiary operating 13 discount-scheme clubs, ceased new sales in November 2024.
Easylife generates revenue primarily through one-time direct product sales across a broad SKU catalogue priced roughly £5–£200+, with delivery fees of £5.99–£8.99 to mainland UK and supplementary transaction fees from Klarna instalment plans. The company is privately held under parent Easylife Holdings Limited, with no disclosed venture capital or private equity ownership. Distribution spans England, Scotland, Wales, and Northern Ireland, with explicit exclusion of the Republic of Ireland. Logistics partners include EVRi, Royal Mail, and Amazon Shipping.
Easylife firmographics
Firmographics- Name
- Easylife
- Legal name
- Easylife Limited
- Website
- https://easylife.co.uk
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Easylife is a UK catalogue and online retailer founded in 1992, selling practical problem-solving products across home, garden, health, mobility, gadgets, and clothing to over 7 million UK households via catalogues, web, telephone, and Amazon Prime.
- Ownership category
- akta.pro rank
Where Easylife is headquartered
LocationHeadquarters
- HQ city
- Sittingbourne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Easylife business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure, Technology or R&D
Revenue model
- Direct Product Sales: One-time product sales through e-commerce website and telephone orders. Customers purchase individual items across household, garden, health, gadgets, and clothing categories. Transaction value varies per product (£5-200+). Cards are charged only when items leave the warehouse.
- Catalogue Sales: Physical catalogues distributed to households (200 million per annum) driving mail order purchases. Orders can be placed via catalogue forms by post or telephone.
- Klarna Payment Processing: Integration with Klarna Bank AB for Pay Later 30, Pay in 3 instalments, and Pay Now options, generating transaction fees on instalment payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard UK Mainland Delivery |
| Other | Pay-as-you-go | Northern Ireland, Highlands and Scottish Islands Delivery |
| Other | Pay-as-you-go | Channel Islands Delivery |
| Other | Pay-as-you-go | Newsletter Welcome Discount |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Easylife product offering
Product offeringCore offering
Easylife is a UK-based catalogue and online retailer selling practical, problem-solving products across household, garden, health, mobility, gadgets, and clothing categories. The company operates a multi-channel e-commerce platform (easylife.co.uk) supplemented by telephone ordering and physical catalogues distributed at scale (200 million per annum), dispatching over 250,000 items monthly from a purpose-built 42,000 sq. ft. fulfilment centre.
Product overview
Easylife is a UK-based catalogue and online retailer founded in 1992, operating as a multi-category e-commerce platform specialising in practical, problem-solving products. The company offers a diverse portfolio including women's fashion (dresses, tops, trousers, loungewear, outerwear), garden tools and accessories (hoses, storage solutions, garden furniture, composting, pond care), household products (cleaning solutions, pest repellents), and health supplements. The core platform connects customers through catalogues and the easylife.co.uk website, with products ranging from clothing items like the Striped Tracksuit, Check Detailed Polo, and Carefree Crinkle Dress to garden equipment such as the Hercul-Easy Hose, Expanding Fence, and Victorian Style Garden Arch, to household items including the uPVC Cleaner, Mattress Stain Remover, and Silent Roar pest deterrent.
Differentiator
Problem solved
Functional benefit
Brands
- Evergreen: Sub-brand operating under Easylife Holdings Limited
- Good Ideas
- Maison Maison
- Positive Health
Products and services
- Easylife Catalogue Retail Platform Multi-channel catalogue and online retail platform offering practical, problem-solving products spanning household cleaning, kitchen gadgets, soft furnishings, garden tools, mobility aids, health supplements, vitamins, personal care, women's and men's clothing, and lifestyle goods. Sells directly to UK households through easylife.co.uk, telephone order line, and physical catalogues, with over 18 million orders delivered and 7+ million loyal customers served over 30+ years.
- The Rewards Club Discount Schemes Subscription-based discount club schemes operated via subsidiary The Rewards Club Limited, covering categories such as Book Club, Cashback Club, Gardening Club, Home and Tech Club, Mindfulness Club, Motor Club, Perx, Pet Club, Puzzle Book, Rewards Club, My Top Rewards, Travel Club, and Well-Being Club. Discount scheme sales were discontinued effective 29 November 2024, with existing memberships honoured through end of payment periods.
Quantifiable outcome
- Over 18 million orders delivered
- +3 more outcomes
Companies that use Easylife
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Easylife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature3 records
Easylife partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- EVRicoreDelivery carrier partner for order fulfilment. Orders are despatched via EVRi with tracking numbers provided to customers.
- Royal MailcoreDelivery carrier partner for order fulfilment alongside EVRi and Amazon Shipping.
- Amazon ShippingcoreDelivery carrier partner. Company holds Amazon Seller Fulfilled Prime approval enabling Prime-quality delivery speeds.
- Klarna Bank ABcorePayment processing partner offering Pay Later 30, Pay in 3 instalments, and Pay Now options. Klarna processes flexible payments for customer purchases.
- Telemarketing CompaniesminorOutsourced telemarketing companies used for The Rewards Club Limited discount schemes and CRM functions. These third parties carry out business functions under strict data processing contracts.
- PCI Compliant Payment ProcessorcorePCI compliant payment processor handling card transactions securely. Customer payment card data is encrypted and tokenised immediately after transaction completion.
- Health & Safety SpecialistsminorIndustry-leading H&S specialists partnered with to ensure 100% pass rate in 96-point Health & Safety audit and GOLD Award for Outstanding Compliance.
Scale indicators10 records
Recent moves6 records
Expansion highlights4 records
Easylife competitors and assessment
Company assessmentDirect peers
- Freemans: Freemans is a long-standing UK catalogue and online retailer selling home, fashion, and lifestyle products on credit and direct-to-consumer terms. It is the most direct UK peer to Easylife, sharing the catalogue heritage, multi-category merchandising, and credit-friendly payment model.
- Studio Retail: Studio Retail is a UK catalogue and online retailer specialising in fashion, home, and gifting across multiple brands. It mirrors Easylife's catalogue-plus-website omni-channel model targeting UK households with broad product ranges.
- Grattan: Grattan is a UK mail-order and online general merchandise retailer (part of the same Express Gifts group as Freemans). It targets a similar demographic to Easylife with multi-category household and lifestyle products sold through catalogues and online.
- Damart: Damart is a UK catalogue and online retailer focused on the 50+ demographic offering comfortable clothing, footwear, and home products. It is highly comparable to Easylife on its core mature-persona customer segment and catalogue-channel heritage.
- Kaleidoscope: Kaleidoscope is a UK catalogue and online retailer specialising in fashion, home, and gifts aimed at the 50+ female shopper. It is highly comparable to Easylife in persona, catalogue-driven reach, and multi-category merchandising under one brand.
- Cotton Traders: Cotton Traders is a UK catalogue and online retailer selling clothing, footwear, and home goods, founded by former officers with a mature-shopper base. The catalogue-plus-website model and broad lifestyle assortment closely parallel Easylife's go-to-market.
Broad incumbents
- Argos: Argos is a major UK general merchandise retailer with a catalogue heritage that has digitised into a same-day-click-and-collect superstore format. It is a broader incumbent offering the same general-merchandise, multi-category proposition as Easylife at much greater scale.
- Wayfair: Wayfair is the largest pure-play online home and garden goods retailer in the UK and Europe. It directly contests Easylife's home and garden categories with vastly deeper assortment, though it does not target the same mature-catalogue shopper persona.
- QVC UK: QVC UK is a multi-channel home-shopping retailer broadcasting via TV, online, and mobile with broad lifestyle, fashion, and home assortments. It is comparable to Easylife in targeting the same multi-channel, mature-shopper customer with problem-solving household products.
Emerging players
- Holland & Barrett: Holland & Barrett is the UK's largest health and wellness retailer, including vitamins, supplements, mobility, and personal care categories. It overlaps materially with Easylife's health-and-wellbeing category and competes for the same 50+ female health-conscious shopper.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Easylife social profiles
Digital presenceEasylife financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easylife leadership team
Management profileNumber of profiles
Easylife subsidiaries and ownership
Company hierarchySubsidiaries1 record
Easylife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easylife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Easylife
What does Easylife do?
Easylife is a UK-based catalogue and online retailer selling practical, problem-solving products across household, garden, health, mobility, gadgets, and clothing categories. The company operates a multi-channel e-commerce platform (easylife.co.uk) supplemented by telephone ordering and physical catalogues distributed at scale (200 million per annum), dispatching over 250,000 items monthly from a purpose-built 42,000 sq. ft. fulfilment centre.
Is Easylife a public or private company?
Easylife is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Easylife founded?
Easylife was founded in 1992. It employs 11 to 50 people.
Where is Easylife based?
Easylife is headquartered in Sittingbourne, United Kingdom, in the Europe region.
How does Easylife make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are catalogue Sales and klarna Payment Processing.
Who are Easylife's main competitors?
Direct peers on record are Freemans, Studio Retail, Grattan, Damart, Kaleidoscope and Cotton Traders. Broad incumbents are Argos, Wayfair and QVC UK. Holland & Barrett is listed as an emerging player.
Does Easylife have an API?
No public API is recorded for Easylife.