Founder of Ella’s Kitchen Launches Toiletries Brand for Kids

Published Date : Feb 02, 2015

Paul Lindley - founder of Ella’s Kitchen - has come back into the consumer goods market with a fresh start up venture: a company selling natural toiletries for children called Paddy’s Bathroom. The business is named after Paul’s son Patrick and has unveiled a capsule collection of products in Target stores all across the United States.

Paddy’s Bathroom will enter the United Kingdom markets with its full range of seven category products on March 1 this year across 300 Tesco stores. The entire range of bath products is 98 per cent natural and is up to 80 per cent organic. 

Paul Lindley told sources that it was in 2007 that the idea of starting a range of natural toiletries for kids first came about. The baby category was already being dominated by Johnson & Johnson while the kids market was lead by L’Oreal. Paul saw an opportunities for high-end bath products for toddlers in the market and decided to go for it. 

Lindley claimed that if all goes well, Paddy’s Bathroom will result in a turnover valuing 10 million pounds in a span of four to five years. The founder has invested 1 million pounds into this venture, which is not only considered to be a tad cheekier than Ella’s Kitchen but is also a way of encouraging fun and play. 

The bath time products have been transformed into streams of foam with the help of nozzle technology. This allows kids to have fun, make different shapes, and hair styles with it.

Ella’s Kitchen resulted in a turnover amounting to 50 million pounds before it was sold to Hain Celestial, a food giant in the United States, in the year 2013.