HomeThings focuses on purpose-driven innovation with effervescent cleaning tablets.
HomeThings challenges consumer perceptions on sustainability and efficacy in home care products.
HomeThings strategically expands retail distribution channels while maintaining direct-to-consumer convenience.
Deep dives
Brand Founding and Purpose
HomeThings, founded by Tim Keveny, stems from a desire to create a meaningful impact in sustainable household cleaning products. Transitioning from the banking sector, Tim aimed to offer effective and purpose-driven alternatives to conventional household cleaning products. The brand's focus on purpose-driven innovation, as seen in the innovative effervescent tablets for cleaning sprays, aligns with the mission to transform cleaning practices sustainably.
Market Disruption and Consumer Perception
HomeThings' entry into the home care space challenges ingrained consumer perceptions around eco-friendly products. Leveraging the success of predecessors like Method to disrupt the market, HomeThings aims to shift consumer perspectives on sustainability and efficacy. By offering products like tap-refillable effervescent tablets, the brand seeks to break the myth of compromise between sustainability and functionality in household cleaning.
Retail Distribution and Strategy
Critical to HomeThings' growth is its strategic focus on expanding retail distribution channels while maintaining direct-to-consumer convenience. By optimizing product sizes and formats for efficiency and sustainability, such as the compact 40-pack dishwasher tablets, the brand aims to enhance product visibility and accessibility. Through an integrated campaign approach, spanning TV ads, social media, and innovative product experiences, HomeThings endeavors to engage consumers and drive brand loyalty.
Category Challenges and Ambitions
Addressing industry-wide challenges in home care, HomeThings confronts prevalent issues of greenwashing and consumer skepticism towards sustainability claims. With a mission to democratize tap-water refills and promote sustainable habits, the brand navigates obstacles linked to educating consumers and reshaping market perceptions. Aspiring to establish a mass-market presence akin to beloved household names, HomeThings envisions widespread adoption of innovative, sustainable home care solutions.
Innovation and Product Vision
Grounded in a commitment to innovation, HomeThings introduces cutting-edge product formats like the powder-to-gel washing up liquid. Endeavoring to pioneer advancements in home care, the brand's expansion beyond traditional cleaning categories showcases a dedication to revolutionizing sustainable product offerings. By incorporating unique features like effervescence and tap-refillable solutions, HomeThings reinforces its position as a trailblazer in revolutionizing eco-conscious home care products.
Rory meets Tim Keaveney, Co-Founder of Homethings, a challenger brand offering sustainable household cleaning products delivered direct to your door.
As a winner of Sky’s Zero Footprint Fund, Tim reveals their plans for their first TV campaign and discusses how perceptions are changing about the efficacy of ‘green’ products.
Plus, in the Top Two challenges, Tim shares the biggest issues facing both Homethings and the home care sector in general.
