Its Official Sarah Smith "Ultra Absorbent" Cleaning Cloths Are Britain's Favorite!

According to those clever chaps at Nielsen our Sarah Smith "Ultra Absorbent" Cleaning Cloths are Britain's number one selling branded cleaning cloth!

Available in a range of kooky British designs they outsell:

Every one of 23 Spontex branded cloths (owned by Total - T/O 143bn Euros)
Every one of 26 Vileda branded cloths (owned by Freudenberg - T/O 4.8bn Euros)
The total sales of all 8 Scotch Brite cloths (owned by 3M - T/O $23bn)
The total sales of all 26 Minky branded cloths (owned by Vale Mill - T/O £30m)
And outselling E cloth's 8 products by a more than 50%

Not bad considering we have a fraction of the distribution of this lot, indeed for most of the last 12 months we have had only 2 shelf facings (one in Sainsbury's, one in Waitrose) and a "clip strip" merchandised unit in less than 50% of Tesco stores. Not to mention of course that we are a small, privately owned company employing about 40 people in the depths of rural Somerset, UK!

A good example of where focus and Ignoring Everybody and the big company marketing industry straight jacket of conventional thinking will get you. The world has changed so you have to think different and be different or you will die.

Data source: Nielsen UK Grocery Multiples Value Sales 52wks ending 22Aug2009