When was Ideal founded?

Dr Mike Kalli disrupted the traditional commercial laundry detergent industry as a young chemist in the late ‘70s. Taking it a step further, he made the brave (some say crazy) decision to formulate and manufacture the products himself, going head-to-head with the ‘big soapers’ at the time. He wanted to ensure consistent supply, quality and total flexibility… and knew he could do it better. Ideal was founded in 1980. Since then, it’s been a long, bumpy and thoroughly rewarding road. You can read the whole story here.

Are you a privately owned company?

We sure are. We’re an independent, family-run, British manufacturer with no outside investment and no shareholders to satisfy. Our growth has been entirely organic, something that we’re very proud of.

Where are Ideal products made?

We manufacture everything in our much loved mid-20th century factory building, tucked away from the main road on the outskirts of Finedon, surrounded by the bright yellow rapeseed fields of Northamptonshire.

What are your core values?

‘Work hard and be nice to people’ – this hangs above the desk in our office. It’s simple, but we like it. We think it represents our commitment to product innovation, excellence and great customer service and our belief in transparent business practices.

We also like to put a bit of soul, enthusiasm and personality into everything we do, to try and delight our customers and brighten up the industry we serve.

We’re committed to sustainability and acting in a more eco-responsible way and whilst we’ve never been interested in being the biggest supplier, we do want to make Ideal better all the time, to continue our great British manufacturing story for generations to come.

Is Ideal environmentally aware?

It’s part of every decision we make – from small stuff like using recycled print materials to replacing diesel forklifts for electric pallet lifters. We supply on recycled pallets and use reconditioned drums and IBCs. We’re focused on introducing alternative sustainable formulations and developing solutions for green technologies such as wet cleaning. See what else we’re doing here.

How can I work at Ideal

We’re always on the look out for bright, hard working and nice people to join our team. Take a look at out current career opportunities or send your CV/work history to hello@idealmanufacturing.com

Own label

Can you create a bespoke product or range for me?

Yes, we can. We enjoy developing bespoke products and working on white label projects – particularly eco-responsible formulations. Mail lab@idealmanufacturing.com or fill in our online form and our lab will be in touch to discuss your project.

On what basis do you formulate new products?

Our bright lab team combines youth, experience and practical expertise and will formulate wherever there’s a need or a challenge! We continuously review and revise formulations and are focused on the development of new eco products.


Can you export anywhere in the world

Have chemistry, will travel! We’ll ship Ideal products anywhere in the world.

Can I find your products outside of the UK?

Yes. We’ve got distributors in Europe, the Middle East and further afield. If you’d like to find your local distributor, we can put you in touch.

How can I become a distributor?

With our very own dedicated polyglot Export Manager, we’re always seeking international agents and distributors who’d like to work with an expert, flexible and highly experienced British manufacturer. Mail hello@idealmanufacturing.com if you’re interested in becoming a distributor or if you’re looking to develop a white label project overseas.



I would like to be quoted for supply of laundry chemicals?

No problem. If you send us info with the number, size and type of machines you have, listing the classifications and volume of work being processed we’ll respond quickly with a clear and accurate quotation using the Ideal Calculator App for Laundry Chemicals (ICALC). Using the app, we can project product usage and calculate monthly, weekly and annual costs. ICALC can also be used to make cost comparisons against competitor suppliers and will generate information to help you make accurate stock forecasts.

How can I arrange a laundry trial?

Now you’re talking. Give us a call. We’d love to show you what we can do! We’re certain we can offer a more transparent alternative and fantastic results.

Wet Cleaning

What is the Washeteria?

It’s our on-site test facility and demonstration area. We also use it to refresh our own gear most weeks! By building the Washeteria, we wanted to show that we believe in wet cleaning. There’s a shortage of practical skill in our industry and we wanted to address that. So, we worked on a layout that was basic, functional and relevant to modern everyday professional cleaning operations – where space is at a premium. When Girbau UK got involved, the idea developed further. We want the Washeteria to be a different kind of demo centre. Some are all about selling machines but we think ours is different. We hit on the idea of holding workshops together with Girbau, combining our expertise so that attendees not only learn about the equipment, but also learn how to use the products, and even get to see where they are made!

I'm interested in wet cleaning. How can I register for one of your shared knowledge days?

We’d love to invite anyone considering wet cleaning for their business to visit the Ideal Washeteria, do a few loads, finish the garments yourself, take a look around our facilities and see where our products are developed and manufactured – even meet the people that make them. Factory tours and demonstrations run every couple of months. Just mail hello@idealmanufacturing.com for details of the next one or call to make an appointment.


Can I buy in bulk for home use?

Why not? We’re hoping to make this a reality. Now anyone can buy their household cleaning products directly from an independent British manufacturer!

Have you thought about refills?

Yes, the new Fill range is designed to be simple, work great, look cool and reduce packaging waste. Made right here in our factory. Supplied in 10L bag-in-boxes to fill 500ml screen-printed glass bottles. No plastic bottles, no unnecessary labels, less waste overall. Drop us a line if you’re interested in becoming a stockist or refilling at home or at work.


Is there a minimum order quantity?

Talk to us, we’re flexible. We’ll always quote MOQ for bespoke products. There’s no minimum order for products from our standard range.

Do your products have an expiry date?

Liquid and powder detergents stored in a cool dry place will keep well for 6-12 months after opening, and longer if unopened. All Ideal products have the date they were manufactured printed on the batch code to help keep track of storage time. Powder must remain dry and be kept in a cool location. Fabric softener maintains its softening power for about a year, whilst most cleaning and hygiene products work best for up to two years. If they contain antibacterial ingredients, their shelf life may be shortened slightly. Download our guide to correct product storage. If you have any specific questions mail hello@idealmanufacturing.com


Where can I view product information (PI) sheets?

We’ve got nothing to hide. You can download any of our info sheets on this website. Any questions mail hello@idealmanufacturing.com

How can I find material safety data sheets (MSDS)?

Up-to-date MSDS are emailed to customers with orders.

Technical Support

Do you provide auto injection equipment?

Yes. Our bright young team has experience in all types of laundry processing. We can supply, install and service auto injection equipment. We ensure accurate and reliable dosing of laundry chemicals via bespoke powder and liquid dosing equipment. Take a look at the options available here.

Do you provide technical support?

Yes, we offer training across multiple channels: online, on-site and here at Ideal HQ, with the Washeteria and a dedicated classroom. We can train designated staff in laundry technology and effective equipment maintenance – providing bespoke training courses and interactive test manuals for washer-extractors and tunnel washers. Training also includes health and safety, and our innovative troubleshooting program, Take Five: Five 5 minute daily checks for healthy laundering. Mail hello@idealmanufacturing.com for more info.

Customer Services

Who should I contact in regards to returns, damages or complaints?

We’re committed to great service and believe in delighting the customer. If you wish to make a complaint or report any damages, please mail hello@idealmanufacturing.com as soon as you are aware of a problem. We’ll uplift and replace any damaged or faulty goods. Damages must be reported within 7 days of delivery. See terms and conditions below.


What packs and packing sizes are available?

We’re flexible! However, our standard liquids are available as:
Bulk (1000L IBC, 600L IBC)
Drums (200L, 60L, 25L, 20L, 10L)
Bottles (5L, 1L)
Powders are available as:
Polypropylene bags (25kg, 20kg, 10kg)
Tubs (25kg, 10kg, 5kg)
If you have a special packaging requirement for a white label project, we can help you source it.


What are the warning signs on my labels?

Stay with us here… CLP is the European Regulation on Classification, Labelling & Packaging of chemical substances and mixtures. Introduced in December 2010 for substances but as of 1st June 2015 it applies to mixtures too. CLP aims to improve the safety for the users and the environment, by standardising the danger classifications of chemical substances and mixtures. All Ideal products have been re-classified from 1st June 2015 when we introduced new labels and new safety data sheets in line with the new regs. Please note that the rules of CLP are more stringent than previous regulation, and some products, previously without a hazard symbol may now require one. Rest assured that even if the classification changed, the formulation and composition of our products remains the same. For further info mail hello@idealmanufacturing.com


How long will it take for my order to get to me?

We pride ourselves on being able to turn things around fast. We can make to order and will do our very best to ship within 2-5 days of receipt of payment.


Do you offer a price reduction for large volume purchase?

Yes, we do. We believe in bulk, and offer price reductions for bulk delivery and ex-works receipt of goods. Mail hello@idealmanufacturing.com to find out how we can help.


How can I get more news from Ideal?

Sign up for our newsletter here or follow us on instagram, twitter or your favourite social channel.

Do you have any current product promotions?

We sure do. Look!…


Who makes those animations for you?

Our good friend Eleonora Marton. She’s brilliant. Check out her website

How can I get hold of a laundry print for my shop?

If you’re an account customer already, we’ll send you one. Mail hello@idealmanufacturing.com and let us know which one you like the best and we’ll ship it with your next order.

Otherwise, you can go here and pick up the whole set.

There’s more to come, so keep checking back.

Who's the best person to speak to about press enquiries or opportunities?

Mail hello@idealmanufacturing.com, call 01933 681 616 or message us directly on one of our social channels.

I have another question I need to talk to someone about.

No problem! Write to us at hello@idealmanufacturing.com.