Business Enquirer Issue 107 | Astonish | Sep'22

An Astonishing British Brand

Speaking to Business Enquirer, Howard details the business’ rise to success, steeped in family history, and discusses what’s next for the leading British brand.

Born and bred in West Yorkshire, just like its CEO, Howard Moss, Astonish is the only UK manufactured cleaning brand certified by Cruelty Free International, the Vegetarian and the Vegan Society. A proud recipient of the Queen’s Enterprise for International Trade, Astonish is recognised across the globe.

Astonish’s cleaning products cover a variety of needs. From antibacterial liquid soaps, to trigger bottle surface cleaners. As well as its sprays, the brand’s products come in tablet form, such as dishwasher tablets and toilet fizzers, as well as cream bleaches. The business quite literally has every surface covered.

“We can’t deny that the COVID pandemic supported our growth, when the world was seeking high-quality, germ-killing products. However, our growth is also a testament to the power of our product, our brand and our people,” shared Howard.

The business has a strong emphasis on its ingredients and its packaging, making them both as sustainable as possible, whilst also being vegan and cruelty free. Throughout its years of production, the business has never tested on animals.

Astonish has a vision to become completely zero waste, from the early stages of production through to product packaging.

“We constantly scour the market for the most sustainable methods, and we’re researching metal and reinforced cardboard packaging,” said Howard.

The brand’s latest product is The Good One. The cleaning paste is made from 100% naturally derived ingredients and is pet and child friendly. The high-performing product comes in an infinitely recyclable tin which can be used time and time again.

As well as the product itself, Astonish are implementing methods to reduce personal wastage, such as recycling any unused pallets and reusing cardboard boxes.

The business keeps its carbon footprint low by manufacturing and distributing locally, near Bradford. Research and development, manufacturing

and packaging all take place under one roof in Astonish’s brand new manufacturing facility.

“As well as contributing to our environmental impact, we also value supporting our local community,” said Howard.

“ As well as contributing to our environmental impact, we also value supporting our local community...

As recognised by the Queen’s Enterprise Award for International Trade, Astonish has a strong presence across the world.

“One third of our business is overseas, and we are the number two cleaning brand in Israel,” shared Howard.

The business also has a presence in regions of Africa such as Kenya, Ghana, South Africa and Egypt, as well as Asia and the Far East.

Meeting Demand

Since 2000, Astonish has seen considerable growth, and as such has moved three times to meet demand.

“In 2009 we had a turnover of £9 million. Within five years that had grown to £20 million. By 2020 we had doubled again to £40 million and I was aware that we needed a new facility to sustain our growth,” explained Howard.

In June 2022, Astonish moved into its first, purpose-built manufacturing and packaging facility. The 128,000 square foot site will enable the business to triple its turnover in the coming years.

The £25 million investment has included the implementation of end-of-line automation to improve efficiencies.

A Family Enterprise

Astonish was established in the 1970’s by Howard’s father, Alan Moss, originally under the name KLIN. A second-generation family business, the family feel is certainly reflected across the business, which, despite its output, is made up of just 90 staff.

“Astonish is a very fast-paced and agile environment,” shared Howard, “although this environment isn’t suited to everyone, we encourage people to join our team, and reward them well. It’s important to have good people at the top of their game, and we invest in our people to support them in that development”.

Since its inception, Astonish hasn’t always been found on retail store shelves. Grown out of Alan Moss’ job as a product demonstrator, Astonish was originally sold at trade fairs and agricultural shows. Over time this grew to catalogues such as Betterware, Clean Easy and Lakeland, and then to TV’s QVC.

It was when Howard joined the business in 1997, when the brand started to shift its sales dynamic.

“My father was a fantastic entrepreneur, but he wasn’t a great business manager. I was able to bring my interest in retail to the business,” explained Howard.

On the Shelves

It wasn’t always Howard’s intention to join the family business. Having left his degree studies in Business and Marketing early, Howard started his career journey undertaking a trainee management position at Marks and Spencer in London.

“Ultimately I wanted to be back in Leeds and so it was a sensible transition to work for the family business,” he said, “when I joined the business we were still small with only 25 staff. I immersed myself completely into the business, working across the company in warehousing and then manufacturing. I was determined to make a difference,”.

It was in the early 2000’s when Howard broadened his scope and aimed to get an understanding of what retailers wanted and needed.

Now, Astonish’s products can be found in the UK’s supermarkets and discount stores, as well as retailers such as Lakeland, Dunelm, B & Q and Booths.

Howard has honed his leadership skills as the business has developed, and considers his experience across the business as a key influence to his leadership approach. “What is fundamental is that I will never ask my colleagues to do something

I either haven’t done or wouldn’t be willing to do,” he said.

A Developing Range

As well as Astonish, the business has a luxury offering, Moss and Adams.

Moss and Adams is currently a range of six, antibacterial handwashes, inspired by the scents of the Great British outdoors (such as Sherwood Forest and Windermere Lake). Much like Astonish, Moss and Adam’s products are made from naturally-derived ingredients and are certified vegan.

Once the business is fully settled into its new facility, it’s Howard’s intention to grow the Moss and Adams personal care range, and extend the Astonish product offering too. There is also the opportunity for growth in developing markets in Eastern Europe, such as Latvia, Romania and Lithuania.

With the current climate, Howard believes the British public are starting to understand the importance of supporting British businesses. “It’s the consumer’s responsibility to be passionate about supporting home grown products and I’m keen to encourage consumers to be more aware of what they are picking up off of the shelves”.

www.astonish.co.uk