Avon-based iCleanse ‒ which makes a non-chemical cleaning product for electronics ‒ announced a major expansion into the United Kingdom market.
The company is owned by Chris Allen, who founded and sold for more than $100 million Avon smart home technology company iDevices. ICleanse’s expansion into the U.K. market includes the addition of a four-member sales team working out of England, Wales and Scotland.
The company’s brand of electronic cleansing products is called the Swift, which come in multiple sizes (Swift, Swift Mini, Swift XL, Swift 5X). A typical model resembles a toaster oven-like cabinet that can bathe cell phones, tablets and other objects in germ-killing ultraviolet light. It’s currently used in more than 100 U.S. hospitals, according to iCleanse.
ICleanse was formerly known as ReadyDock Inc., which was based in West Hartford and had four employees, until Allen acquired the company last July.
Allen didn’t disclose the purchase price, but told HBJ last month he raised $6 million in less than two months to buy and provide funding to grow the company, which was doing just over $1 million per year in revenue. He believes he can grow the company into a juggernaut that earns $100 million in annual revenue in just a few years.
ReadyDock Inc. had mostly sold its products to hospitals, but Allen sees opportunities in the wider consumer market.
The U.K. sales team will be charged with spreading the word in the U.K and European marketplaces of iCleanse’s uses in industries from film to construction, said Sue Dormand, director of iCleanse U.K.
