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Kleeneze over 9 decades

Kleeneze is a brand steeped in history.
It’s over 90 years since our founder Harry Crook started the
Kleeneze business and with every passing decade we have been adding to and improving the brand. So take a walk with us through time and explore our story.



Unbelievably, the Kleeneze story started back in a Bristol broom cupboard in May 1923. It was there, our founder, Harry Crook started producing high quality handmade, twisted-in wire brushes.

On the back of huge demand for Harry’s finely crafted brushes, he had opened over 200 branches worldwide. It was then we started selling polishes too.


1930s Kleeneze hits its first major milestone with a million pound turnover.


Kleeneze helped with the Second World War effort, making over 70 million brushes for the armed forces.


We further expand our range to include health and beauty items such as Talcum Powder, Oatmeal Bath Cubes and Toothpaste.


Kleeneze agents become self-employed and start running their own successful home shopping businesses.


Another decade of innovation with Kleeneze launching ‘Car Care’ sets and toiletries for men; plus sun-tan lotion, cosmetics and decorative candles for women. Later we launched our first washing powder and even a fire extinguisher.


Kleeneze helped to found the Direct Selling Association, promoting ethical business practice in our industry and upholding the highest standards through a strict Code of Practice.

1982: Kleeneze introduces its first catalogue “Shopping at Home”


Kleeneze expands into the Republic of Ireland, where it still operates today.

We also started selling a range of Health and Beauty products soon becoming a top seller


A decade of product innovation with our new oven liner, oven mate, laminate floor cleaners, multipurpose wipes, carpet shampoo and hundreds more as we expanded our ranges

Kleeneze becomes part of Findel PLC, one of the UK’s largest home shopping and mail order businesses. Kleeneze then moved its operations to new state of the art office and warehouse facilities in Accrington.


Kleeneze celebrates 90 years by lowering the prices on hundreds of products, launching a new product personalisation range and launching 100s of higher value items like steam mops at large discounts.

We have also relaunched our online shop, investing in a new customer-driven experience with more choice, more deals, more intimate and better service