Supreme Imports Ltd›Supreme Imports Ltd› offers 1001

1001 holds a heritage brand position in the UK carpet and upholstery care market with over 75 years of consumer recognition in its home market. The brand's strong retail presence across UK mass-market channels provides distribution coverage that newer entrants to the carpet care category cannot easily replicate.

1001's product range spans carpet shampoo, stain removers, and odor eliminators within a unified brand, allowing retailers to carry multiple SKUs under one trusted name. The brand's targeted formulations for specific carpet and fabric types, including wool, synthetic fibers, and long-pile carpets, provide performance credibility for consumers with premium carpet and upholstery.

1001 competes in the UK carpet care market against Vanish, a dominant brand backed by Reckitt's substantial marketing and distribution capabilities, which holds the leading share of the UK stain removal and carpet cleaning category. Vanish's broader product range and strong retail listings limit the shelf space available to 1001 in major grocery and supermarket chains.

The brand's value positioning makes it vulnerable to private-label carpet care products from UK grocery retailers, which offer comparable odor-control and stain-removal performance at lower price points. 1001's growth potential is constrained by its narrow geographic focus on the UK market and limited digital marketing presence relative to newer household care brands that have built consumer engagement through e-commerce and social media channels.

1001 is a heritage household cleaning brand that has been marketed in the United Kingdom since the 1940s, offering carpet and fabric care products for domestic use. The brand name alludes to the legendary one thousand and one uses of the cleaning formulations.

WD-40 Company acquired the 1001 brand from PZ Cussons Plc in April 2004 for approximately $11.4 million, adding a leading UK carpet and fabric care brand to its consumer portfolio. WD-40 Company divested 1001 and its other home care brands in fiscal year 2025 as part of a strategic portfolio realignment to focus on maintenance products, hand care, and the WD-40 brand family.

The UK carpet and upholstery care market is a mature category influenced by housing tenure patterns and carpet installation rates. 1001's market position benefited from high carpet installation rates in UK housing stock relative to continental European markets, particularly in the owner-occupier residential segment.

Long-term, the category faces pressure from declining new carpet installation in favor of hard flooring in UK new-build housing. WD-40 Company divested the 1001 brand in fiscal year 2025 as part of a strategic portfolio refocus on maintenance products and hand care, reflecting the category's declining strategic fit within the portfolio.

1001 is a UK household cleaning brand specializing in carpet and fabric care, offering products including carpet fresh deodorizers, spot and stain removers, and multipurpose cleaners for household textiles. The brand has been present in UK retail since the mid-20th century and is recognized in British grocery and household products channels as a value-positioned carpet care option.

WD-40 Company acquired and distributed 1001 as part of its homecare product portfolio, targeting UK consumers seeking accessible carpet maintenance solutions for everyday freshening and stain removal. The brand's UK heritage and retail distribution distinguished it from North American carpet care imports in the domestic market.

1001 carpet and upholstery care products were priced in the value-accessible mid-range of the UK fabric care category, competing with private-label alternatives while maintaining a brand equity premium. Promotional pricing via UK grocery multiples including Tesco, Sainsbury's, and Asda was a significant volume driver.

WD-40 Company divested the 1001 brand in fiscal year 2025 as part of a portfolio refocus on maintenance and hand care. During its period under WD-40 Company ownership, the brand relied on promotional depth to sustain shelf presence against own-label competition in the UK grocery channel.

1001 is a UK carpet care and cleaning brand that includes stain removers, carpet fresheners, and pet odor products for household use. The brand is well established in the United Kingdom, where it is sold in grocery, pharmacy, and home goods retail channels.

1001 Carpet Stain Remover uses enzyme and surfactant technology to break down and lift food, drink, pet, and tracked-in stains from carpet fibers. The 1001 product range also includes mousse-format cleaners, trigger spray formats, and carpet freshening powder products.