Homethings names Pete Rosier as new Head of Brand


Homethings, one of the most innovative challenger brand in sustainable home care, has appointed eco-brand guru, Pete Rosier, to join its team as Head of Brand.

He joins following his role as Ecover + Method European Creative and Content Lead, where he worked for 15 years.

Pete Rosier 

Rosier will join forces with the founders of Homethings – Tim Keaveney, Matt Aubrey and their team – to further develop their challenger brand positioning and marketing strategy, as they move into the next stage of business growth.

This will include unlocking some exciting new brand partnerships, as well as launching a series of limited editions and campaigns in 2023/24.

Rosier began his career at Ecover in 2008 and quickly progressed to the roles of UK Brand Manager and European Digital Lead.

In 2012, Ecover acquired San Francisco cleaning challenger brand method, which added to Pete’s creative brand marketing remit across Europe. In 2017 SC Johnson acquired both brands.

It was during this time as the European Creative and Content Lead he delivered some of their most memorable campaigns, including; Method Drag Cleans – which encouraged consumers to re-rethink ‘toxic gender stereotypes in cleaning’ and the Ecover Laundry Against Landfill & Refillution which looked to inspire positive consumer behaviour.

More recently, Rosier managed the Ecover x Mr Men. Little Miss partnership, designed to inspire the next generation of young eco-activists.

Commenting on his appointment, Rosier said: “14+ years at Ecover + Method – it’s a long time and a huge part of my life. I’m incredibly proud and grateful for the work I did with these brands, but deep down I knew I had unfinished business.

“The cleaning industry is a huge oxymoron, with many brands preaching eco-credentials that simply don’t stack up within a system resting on its laurels. It’s a dirty industry which needs cleaning up. I want to help inspire change and call out complacency.

“So when Homethings slid into my DMs I knew what to do. Re-use rather than just recycle is the future of sustainable home care and these guys are leading the charge.”

Tim Keaveney, co-founder Homethings, said: “We’ve had a brilliant start to our journey; from appearing on Dragon’s Den and landing our first supermarket listings, to recently releasing our TV campaign with Sky – but this is only the beginning.

“We have ambitious plans and our belief in the ability of purpose led brands to shift consumer habits and create a more sustainable world completely aligns with Pete’s.

“With his incredible expertise in eco-brand development and strategic marketing prowess, we’re confident that he can help us to elevate Homethings to a new level of awareness and customer recruitment.

“Together, we’re edging one step closer to our mission of changing the way the world cleans and making refill more accessible to all.”