Assured Products

EOTTrustees.co.uk is proud to support the trustees of Assured Products Limited, helping them discharge their duties with strong governance and compliance, clear decision-making and documentation, and effective communication with employee beneficiaries.

Established 15 years ago, Assured Products Limited has grown into a highly successful supplier of premium consumer cleaning products across the automotive, garden, pet and household markets. The business supplies major retailers and direct-to-consumer channels in the UK and beyond, with a portfolio that includes licensed international brands alongside its own in-house ranges.

As part of a carefully considered succession strategy, the shareholders transitioned the business to an Employee Ownership Trust. This supports a gradual step-back from day-to-day involvement while ensuring long-term stability, continuity of leadership and the preservation of the company’s values, placing ownership in the hands of the employees at the heart of its ongoing success.

As leadership evolves, trustee support provides continuity through well-structured governance, careful reporting around key decisions and clear engagement with employee beneficiaries.

“We had previously considered trade and private equity sale options, but we didn’t feel either provided the right future for Assured Products and the younger management team. An EOT felt like an attractive alternative, giving existing shareholders and team members their respective rewards.”

Peter Graham & Simon Blake, Former Shareholders, Assured Products