Global mat and rug manufacturer Kleen-Tex has joined forces with search-driven content agency No Brainer and branding agency The Modern World to spearhead a major UK growth drive – with bold plans to shake up the market through its flagship wash+dry brand.
The partnership will see the Warrington-based, award-winning agencies work with Kleen-Tex, which already sells its popular Turtle Mat product in the UK, on branding, content, PR and campaigns.
Well established in the US, South America, Asia and across Europe, Kleen-Tex is now focused on further growing its UK footprint. And with its European headquarters also based in Warrington, the business sees the launch of wash+dry – and its collaboration with No Brainer – as a key step in that expansion.
The deal is the latest in a string of new client announcements and award wins for No Brainer over the past year.
Gary Jenkins, Managing Director of No Brainer Agency, said: “We’re incredibly proud to be partnering with The Modern World to support Kleen-Tex, which is a global powerhouse in manufacturing. The team has an ambition to shake up the market and that’s an exciting challenge for our team and a perfect match for their creativity and strategic thinking. This is a brand with serious potential, and we’re excited to be part of the journey.”
Matt Lewis, Creative Director of The Modern World said: “We’re thrilled to be partnering with the No Brainer team to deliver a refreshed brand identity for wash+dry. The vision for the brand is to firstly re-engage the UK market with further, ambitious plans to then rollout across Europe and beyond, which from a branding point of view, can bring it’s own unique challenges. However, our collective experience and skillset is perfectly placed to deliver it.”
Family-owned Kleen-Tex was originally founded in the US in 1967 and has grown to become one of the leading designers and manufacturers of rugs and mats across the world. It boasts a rapidly growing presence in Germany and other European markets.
Nick Coward, European Sales Director at Kleen-Tex Home, said: “Sales of wash+dry have been phenomenal across Europe, and we’ve always known there was huge potential to replicate that success in the UK.
“We’ve worked hard to create something bold, design-led and built to stand out in a market that’s often quite safe – and now, with No Brainer and The Modern World on board, we’ve got a team of industry experts who share our passion, ambition and energy to really make a mark in this industry.
“They understand our brand and our goals inside out, and with their support, we’re confident wash+dry will become a go-to brand for stylish, high-quality mats, runners and rugs across the UK.”