What Jeyes does

Jeyes is a UK-based, privately held consumer goods company that manufactures, distributes, and markets household cleaning and hygiene products, with a concentrated focus on outdoor and exterior surface care. Founded in 1877, the company has operated for over 145 years and is headquartered in the UK. The product portfolio is anchored by the original Classic Formula outdoor disinfectant (sold in 300ml, 1L, and 5L formats) and extends across ready-to-use sprays, hose-end applicators, patio and decking cleaners, BBQ cleaners and accessories, drain unblockers, driveway and masonry cleaners and sealers, Freshbin deodorising powder, and UPVC cleaners and revivers. The portfolio is sold direct-to-consumer through the Jeyes Fluid e-commerce site (with product selector, bundle builder, and free delivery over £20) and through major UK retailers including Amazon, B&Q, Aldi, Asda, Tesco, independent garden centres, and hardware stores. Pricing is unit-based, ranging from approximately £4.95 for a 550g Freshbin pack to £44.99 for a 5L classic tin, with themed bundles (BBQ, Garden Essentials, Outdoor Hygiene) driving basket size.

The company's business model is a traditional branded CPG wholesale-plus-D2C model. It generates revenue through one-time hardware sales of physical cleaning products, with no subscription, licensing, or service component. Customer concentration is at the channel level: the top five UK retailers (Tesco, Asda, Aldi, B&Q, Amazon) collectively drive the majority of volume, while end demand is distributed across millions of UK households and a secondary professional users segment (cleaners, gardeners, property maintenance). Distribution is exclusively UK-domestic with no disclosed international presence, and the company supports demand through a multi-channel digital marketing footprint spanning Facebook, Instagram, TikTok, YouTube, and a content blog. Brand heritage and shelf presence rather than technology differentiation are the core commercial drivers.

Name

Jeyes

Legal name

Jeyes Fluid

Website

https://jeyes.com

Company type

Private

Founded year

1877

Operating status

Operating

Short description

Jeyes is a 145+ year-old UK household cleaning brand that manufactures and sells outdoor disinfectants, patio, BBQ, drain, and masonry cleaning products to UK consumers through major retailers and a direct e-commerce site.

Ownership category

akta.pro rank

Product category

Household Outdoor Cleaning Products

NAICS

Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256), Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro primary industry

Specialty Surface Disinfectants (Mold/Mildew, Bathroom, Multi-surface) (CRAJANAJ)

akta.pro secondary industry

Cleaning Chemicals & Disinfectants Distribution (CRAOAGAB)

Keywords

• Outdoor cleaning products
• Disinfectant solutions
• Patio decking cleaners
• BBQ cleaning products
• Drain unblockers

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Consumer Sales: Jeyes generates revenue through direct-to-consumer sales via their e-commerce website (jeyesfluid.co.uk), selling individual products and bundles at stated retail prices.
2. Retail Distribution: Products sold through major UK retailers including supermarkets, garden centres, hardware stores, and online marketplaces. Revenue flows through wholesale relationships with retail channel partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels8 records

Core offering

Jeyes manufactures and sells chemical cleaning and disinfectant products for outdoor and garden use in the UK. Its portfolio centres on the original Classic Formula outdoor disinfectant and extends across ready-to-use sprays, hose-end applicators, multi-surface outdoor cleaners, patio and decking cleaners, BBQ cleaning solutions, drain unblockers, driveway and masonry cleaners and sealers, and bin freshening powders. Products are sold direct-to-consumer via jeyesfluid.co.uk and through major UK retailers such as Amazon, B&Q, Aldi, Asda, Tesco, and garden centres.

Product overview

Jeyes is a single-brand cleaning products company offering a unified portfolio of outdoor and garden cleaning solutions. The core offering centres on the Original Classic Outdoor Disinfectant (available in 300ml, 1L, and 5L formats), complemented by ready-to-use sprays and hose-end applicators. The product range extends across specialised categories including patio and decking cleaners (4 In 1 Patio & Decking Cleaner in 2L and 4L formats), BBQ cleaning solutions (spray and grill brick), drain unblockers, driveway and masonry cleaners and sealers, and bin fresheners. The portfolio is bundled into themed packs (BBQ Bundles, Garden Essentials, Outdoor Hygiene) for retail upsell. All products are sold direct-to-consumer through the Jeyes Fluid e-commerce site and major UK retailers including Amazon, B&Q, Aldi, Asda, and Tesco.

Differentiator

Problem solved

Functional benefit

Brands

• Classic Formula: The iconic original outdoor disinfectant and cleaner, available in various sizes (300ml, 1L, 5L).
• Outdoor Cleaner
• Patio & Decking Cleaner
• BBQ Cleaning Solutions
• Drain Unblocker
• Freshbin Powder
• UPVC Cleaners & Revivers

Products and services

• Original Classic Outdoor Disinfectant Jeyes' signature disinfectant product, formulated for outdoor cleaning of patios, driveways, drains, greenhouses, garden furniture, and animal housing. Sold in 300ml, 1L and 5L tin formats.
• Classic Formula Attach & Spray Hose-end applicator pack of 2 x 1L Classic Formula bottles that attaches to a garden hose for convenient spray application across large outdoor areas.
• Ready To Use Pro Shot Pre-diluted ready-to-use outdoor cleaner in a 5-litre container for immediate application without measuring or mixing.
• Multi-Use Outdoor Cleaner (Concentrate) Concentrated outdoor cleaning solution available in 1L and 5L sizes for dilution across patios, driveways, and other garden surfaces.
• Outdoor Cleaner (Ready To Use) Pre-mixed ready-to-use outdoor cleaner in a 4-litre container for immediate use on patios, driveways, and garden surfaces.
• Ready To Use Spray Handheld 750ml spray bottle of ready-to-use outdoor cleaner for convenient spot cleaning on smaller jobs.
• BBQ Cleaner Specialist 750ml spray cleaner formulated for removing grease and grime from BBQ grills and outdoor cooking equipment.
• BBQ Grill Brick and Handle Physical grill cleaning brick with a handle, used to scrub BBQ grills and remove burnt-on cooking residue.
• Drain Unblocker Ready-to-use 1-litre drain unblocker formulated to clear and deodorise outdoor drains.
• 4 In 1 Patio & Decking Cleaner Multi-function patio and decking cleaner sold in 2L and 4L sizes that cleans, removes moss and algae, and refreshes outdoor hard surfaces.
• Driveway & Masonry Cleaner Specialist 5-litre cleaner formulated to remove dirt, algae, and moss from driveways and masonry surfaces.
• Driveway & Masonry Sealer 5-litre protective sealer applied to driveways and masonry surfaces to protect against weathering and staining.
• Freshbin Powder Deodorising 550g powder for wheelie bins and outdoor waste containers to neutralise odours and keep bins fresh.
• Premium BBQ Bundle Premium multi-product bundle of BBQ cleaning accessories and solutions sold direct to consumers.
• Garden Essentials Bundle Curated multi-product bundle of essential outdoor cleaning products for general garden maintenance.
• Outdoor Hygiene Bundle Multi-product bundle focused on outdoor hygiene cleaning for bins, drains, and outdoor sanitisation.
• Basic BBQ Bundle Entry-level BBQ cleaning bundle containing essential cleaning tools and solutions for occasional BBQ users.
• Standard BBQ Bundle Mid-tier BBQ cleaning bundle with an expanded product selection for regular BBQ users.

Quantifiable outcome

• Kills 99.9% of bacteria where stated

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as an online marketplace distribution partner for Jeyes products, making the product range available to Amazon's customer base in the UK market.
• B&QcoreChannel Partner/ Reseller/ DistributorB&Q is a major home improvement retail partner stocking Jeyes products in their stores across the UK, aligning with the DIY and home improvement purchasing context.
• AldicoreChannel Partner/ Reseller/ DistributorAldi stocks Jeyes products in their UK supermarket stores, providing accessible retail distribution through the discount grocery channel.
• AsdacoreChannel Partner/ Reseller/ DistributorAsda supermarket chain stocks Jeyes products in their UK retail stores, providing widespread consumer access.
• TescocoreChannel Partner/ Reseller/ DistributorTesco stocks Jeyes products across their UK supermarket estate, providing accessible retail distribution.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HG International: Dutch specialty cleaning brand with a strong outdoor and surface cleaning portfolio sold across UK garden centres, DIY, and supermarkets. Closely comparable on product format (specialty sprays, concentrates, surface treatments) and outdoor cleaning specialization.
• McBride PLC: UK-based cleaning and household products manufacturer supplying private label and branded products across European retailers. Comparable as a UK cleaning products manufacturer with multi-format offerings and broad retail relationships.
• Dri-Pak: UK heritage cleaning products manufacturer with a comparable portfolio of household and outdoor cleaning staples. Most direct peer in terms of UK focus, heritage positioning, and multi-channel distribution including own-brand e-commerce.
• Clover Chemicals: UK-based manufacturer and formulator of household and specialty cleaning products including outdoor and janitorial ranges. Comparable as a UK cleaning chemicals manufacturer with multi-format surface and disinfectant product offerings.

Emerging players

• Bio-D: UK heritage eco-cleaning manufacturer (Hull-based, founded 1980s) with growing UK retail listings. Comparable UK niche cleaning brand challenging for similar shelf space with a different sustainability-led value proposition.
• Ecozone: UK-based eco-friendly household cleaning brand sold through UK supermarkets and online. Comparable UK CPG cleaning competitor differentiated by sustainability positioning rather than heritage, capturing younger consumers in adjacent SKUs.

Broad incumbents

• Unilever: Global CPG major owning Domestos, Cif, and Persil. Competes with Jeyes in household disinfectant and surface cleaning categories but as part of a much broader portfolio spanning personal care, foods, and beauty.
• Procter & Gamble: World's largest CPG company with Fairy, Mr. Clean, and Flash. Competes broadly with Jeyes in household and surface cleaning, though P&G's portfolio spans personal care, baby, and beauty rather than specializing in outdoor cleaning.
• Reckitt Benckiser: Global owner of Dettol, Lysol, and Finish. Overlaps with Jeyes in disinfectant surface preparation but operates at vastly greater scale across household cleaning and hygiene categories with multi-billion-pound revenues.
• SC Johnson: Global household cleaning products major with brands such as Mr Muscle and Raid. Overlaps with Jeyes on outdoor surface and disinfectant cleaning but with a much wider category footprint and international reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGwMpc_Ib8CXC5gLvUt_2kA
• Facebookfacebook.com/JeyesFluid
• Instagraminstagram.com/jeyesfluiduk
• TikToktiktok.com/discover/jeyes-fluid

Revenue estimate

Valuation estimate

Number of profiles

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 Jeyes