Merwave Haircare Brand Lands Major Boots Retail Deal
An innovative haircare company, launched during lockdown by a North Tyneside couple, has secured a significant deal that will see its products stocked in 215 Boots stores across the UK. Merwave was established five years ago by Abi and Tom Reid from Whitley Bay, who identified a gap in the market for products specifically designed for wavy hair.
From Lockdown Launch to High Street Success
Keen to properly care for her own tresses, Abi collaborated with teams of experts to develop formulas for products she couldn't find elsewhere. The resulting Merwave kit includes five separate items aimed at helping women awaken their natural waves. The products quickly gained popularity, driven by successful online marketing and viral videos showcasing their use.
Since its inception, the company has expanded its original five-step kit—which includes shampoo, conditioner, wave cream, cast foam, and gel—with new additions. All Merwave products are silicone, sulphate, and paraben-free, and are certified cruelty-free.
Business Growth and Strategic Expansion
The couple left their previous careers to focus on Merwave, with Abi departing a marketing role at a North East housebuilder and Tom, an e-commerce specialist, applying his consultancy skills to the brand's viral advertising campaigns. The company now operates a fulfilment centre in Gateshead, shipping orders throughout the UK, and is in the process of setting up an EU warehouse.
Currently, Merwave employs three full-time staff members and six freelancers. The business has experienced substantial growth, with turnover increasing from £1 million in its first year to approximately £5 million in current sales. This figure is expected to rise further following the new Boots partnership.
A "Pinch-Me Moment" for the Founders
Merwave products are now available in 215 Boots stores, including locations at Eldon Square and the Metrocentre. The founders describe the deal as a "huge pinch-me moment." Tom initiated the agreement by contacting Boots to highlight that while the retailer's shelves were well-stocked with products for curly hair, there was a lack of options for wavy hair—a distinction that requires different formulations.
Boots quickly entered into negotiations, leading to the finalized deal. Abi commented, "It's a massive opportunity for us. Our big goal is to grow the number of stores we launch in, after the initial 215 stores. A key goal is for us to define the category, create it, and be the leader of wavy hair."
Future Ambitions and Recognition
Tom added, "Our goal here is to really grow that. So that's one big focus. The next big focus is expanding to the European marketplaces—hence why we've got a warehouse in Europe, I'm distributing around there. And then we also want to keep growing in the UK as well."
Abi noted, "This is a really big step for us. We don't have experience in this. This isn't our background as we've never been in retail. We positively avoided it for the four to five years. It only launched on Monday but we will make it work. Obviously you can see Merwave on our website, but it just feels different seeing it in Boots."
In 2022, Abi was recognized as one of the UK's most inspirational female founders, winning the Artemis Award at the national Everywoman Awards. This category honors the most inspirational woman running a business that has been trading for 18 months to three years, with previous winners including Sara Davies of Crafter's Companion.
