Lick has announced the acquisition of sustainable decorating tools brand Eco-Union. This will create LickPro Tools. By focusing on developing sustainable solutions the brand hopes to revolutionise a market that has historically failed to better its standards.
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 a 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. Not only were the products built with sustainability in mind, but functionality too. 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 Meaden, 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 per cent 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 who is now 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.”
Following the acquisition, with Joel leading LickPro Tools, Nikki takes up a position as head of sustainability at Lick.
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