Cleaning products brand Scrub Daddy, known for its smiley-face sponges, is planning to establish a new headquarters in Tiverton, Devon, as it grows its retail presence and product portfolio.

The proposed development would support the company’s continued expansion in the UK and Europe, providing additional capacity and creating 65 jobs.

The plans mark a further investment in the company’s existing base in Tiverton, where Scrub Daddy UK operates as the exclusive distributor of its products across the UK and Ireland.

The business has established a presence in the household cleaning category through its range of smiley-faced sponges and scourers, which have secured listings with major retailers.

Its expansion has also been supported by new product development, including the Scrub Mommy range and limited-edition collaborations, increasing the breadth of products supplied to retail partners.

The move could also strengthen the company’s operational infrastructure as it manages growing demand from retail customers and expands its distribution across European markets.

Scrub Daddy’s UK operation is registered in Tiverton under Scrub Daddy UK Ltd, with its business activities including online retail. The company also supplies major national retailers, wholesalers and other retail channels across the UK and Europe.

The development comes as the brand continues to build its position in the competitive household cleaning market, where product innovation and increased distribution have helped drive its growth.

The planned investment would reinforce Tiverton’s role as the operational base for Scrub Daddy’s UK and European business, while bringing additional employment opportunities to the Devon town.

Click here to sign up to Retail Gazette‘s free daily email newsletter