Lick acquires B-Corp certified Eco-Union to launch new Lick Pro Tools
Lick, the UK’s fastest-growing interior brand is announcing the acquisition of the leading sustainable decorating tools brand Eco-Union.
The brand will merge with the prospering Lick brand under a new title, LickPro Tools. This latest move from the home decor company demonstrates its commitment to modernise and transform the DIY sector by focusing on sustainability.
The decorating market for the most part is still unsustainable, from the tools and products to how they are created and the packaging they arrive in, Lick is leading the way in innovation. The LickPro Tools range has been built with sustainability and durability in mind. From rollers and brushes to dust sheets, paint trays and kettles, all materials are recycled, recyclable and reusable, encouraging users to hold on to their tools for future projects.
Eco-Union was developed by husband and wife Co-Founders Joel and Nikki Buckley, whose shared interest in sustainability and entrepreneurialism led them to purchase a small and relatively unknown brand Eco Ezee in 2019. Playing to their strengths, Joel drew on his expertise working with startups to develop the brand identity, while Nikki, whose education and passion within sustainability helped them to certify the company’s product offering. They rebranded to Eco-Union, successfully securing B-Corp status – the first decorating company to ever achieve this prestigious credential.
The team added new SKUs to the business and successfully established themselves as the leading sustainable DIY tool supplier, securing listings with key retailers and brand partners including Travis Perkins, Wickes, LeylandSDM as well as a whole host of companies in the decor space such as Lick, both in the UK and Europe. Their Eco Tray made from sugarcane bagasse has helped home decorators continually reuse the product without fear of flaking paint from previous uses spoiling the next Lick of paint.
The founders knew that if they wanted to grow the business to reach a global audience they needed investment, leading them to apply for Dragon’s Den. Following a powerful pitch, Eco-Union was met with huge praise from the Dragons, securing serious interest from all five dragons, who were left vying for a piece of the business. As Steven bowed out feeling that other Dragons were better suited to the business, the duo received investment offers from titans Deborah Meadan, Peter Jones, Sarah Davies and Touker Suleyman. It was Deborah’s historic commitment and passion for growing sustainable companies with an array of previous successes that secured her the deal. Nikki and Joel accepted her £85,000 offer for 20% of the business. After much deliberation, it was clear that the opportunity needed more than an investor, it needed a partner.
Having worked with Eco-Union and been thoroughly impressed by their continued success, Lick saw an opportunity for the two brands to come together. Soon it become clear that the acquisition would be a game-changing next step for the two decorating propositions.
Joel Buckley Head of Decorating Tools at Lick says: “We managed to grow Eco-Union rapidly since purchasing but we needed support to take the company further and introduce it to consumers on a global scale. Appearing on Dragons Den was a great experience, and seeing their interest, assured us that we were developing something special. We had already been working closely with Lick for two years when Co-Founders Sam and Lucas opened conversations surrounding the acquisition and as fans of the company, we instantly knew this was the right move to take Eco-Union to the next level.”
“As LickPro Tools, we will continue to grow our established customer base and demonstrate better practices within the sector. Old methods are no longer acceptable, Lick is the future of decorating and we are excited to be a part of this journey.”
The partnership was a natural fit, Lick is committed to growing the most innovative and sustainable decorating company in the world. Since launching in 2020, it has been its mission to transform the sector, meeting modern consumers’ demands, with today’s shoppers actively favouring brands developing sustainable products. Following the acquisition, Joel will now lead LickPro Tools, as Head of Decorating Tools, and Nikki takes up a position as Head of Sustainability at Lick.
Lick Co-Founder Lucas London says: “As we continue to grow the Lick brand, we aspire to transform the home decorating sector through innovation that holds sustainability at its core. We are committed to supporting our community of decorators through their whole journey with a high-quality, curated product range, inspirational confidence-building content and best-in-class customer service. Naturally, tools have always been a part of our vision in supporting our decorators with the Lick brand attached to the products, customers will instantly recognise them to be a trustworthy choice, delivering on quality while always aligning with their sustainability beliefs and practices. Reducing the overwhelming paradox of choice by enabling decorators to simply make conscious choices.”
With the support of the Lick brand, LickPro Tools will be able to continue transforming archaic practices the sector and consumers have become accustomed to. This rebrand will help combat the intimidating choice paralysis consumers often face when shopping DIY, as LickPro Tools will be synonymous with professional quality, durability and sustainably sourced materials.
LickPro Tools is available from 28th March, onsite at Lick.com and stockists including Travis Perkins, Wickes, LeylandSDM.
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