HG appoints Gina Slade as country manager UKI as it continues to clean up across UK & Ireland

Cleaning experts HG International b.v. have announced the appointment of Gina Slade as Country Manager for HG UK & Ireland. In this role, she will assume full responsibility for the subsidiary where the HG brand continues to experience significant growth and popularity, and having solidified its place as the second largest market for the HGI Group. With ambitious growth plans to grow further in the UK it is exciting times for the expert cleaning brand.Slade started with HG just over three years ago to head up the UK sales team, bringing 30 years of experience in FMCG working for P&G, Colgate and other household brands. With her vast experience and successes already within HG she is seen as the perfect fit to take on the position as HG enters into a new phase of concertedly investing for growth in the UK and Ireland. Slade will oversee the UKI cross-functional strategy, planning and implementation to ensure this investment is met with success.

HG International Group Commercial Director, Ryan O’Sullivan, said: “Particularly over the past 4-5 years HGhas really kicked on in the UK market and outperformed beyond all expectations as consumers have become increasingly familiar with the effectiveness of our products and that they can trust HG Does What It Promises to solve all cleaning challenges with ease and unmatched results in their homes.

“This has been powerful coupled with increased access to the brand through expansion of distribution across all channels, which Gina has been a fundamental part of since joining as well as the success of the recent HG Mould Remover marketing campaign. This included a collaboration with the charity, Shelter and two UK wide brand activations during the winter season where we shared advice on how to remove mould in the homes of those struggling to cope with damp and condensation.”

He added: “With Gina’s experience she is now well placed to take on this next role to ensure HG achieves the even higher ambitions we have for the brand across UK & Ireland in the coming years. Congratulations Gina, I am looking forward to HG UKI going from strength to strength.”

Slade added: “I am delighted to take up the role of Country Manager UK & Ireland at this exciting time for HG. Following our marketing and brand activations across the UK our brand awareness is at an all-time high and rising every month, we are now working with social media influencers as part of a broader 360⁰ awareness drive and investment to build on this even further. In 2025 our aim is to increase our market share again substantially, also in parallel with closing the last couple of remaining distribution white spots. The UK team is a great bunch and I know we’ll meet the expectations set for us.”