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Natural Cleaning Product Maker SQUEAK Acquired

By Johanna Cano, posted Oct 1, 2021
Wilmington-based SQUEAK has been acquired by Parker Wilson and Bum Brands with founder Jayna Crittenden remaining on the ownership team. (Photo courtesy of SQUEAK)
A Wilmington-based maker of all-natural cleaning products has a new ownership team with the goal of expanding products to large retailers.

SQUEAK has been acquired by Parker Wilson, owner of Sparked Consulting, and Ohio-based Bum Brands, according to a press release this week.

Jayna Crittenden, who started the company in 2018, will remain part of the business as the founder. The terms of the deal were not disclosed.

With this new ownership, plans are to launch a nationwide campaign to bring clean living into homes and broaden the distribution of its products.

“Its growth strategy will hinge on expanding an already loyal customer base while pursuing wholesale partnerships with large retailers,” the release stated.

Parker, who is the founder of a business strategy consulting firm and now the lead owner of SQUEAK, said she fell in love with the product as a consumer and then as a consultant during the company’s early growth years.

“When the founder, Jayna, made the decision to sell the business - I jumped on the opportunity. Knowing I could not do it alone, I assembled a stellar team and crafted our growth strategy,” she said. “I have always been aligned with Jayna’s vision for the company, and the ownership transition has been seamless as a result.

“Her heart for the business is what drew us to it as an opportunity - a product with clear potential impact and a personal connection to a loyal consumer base,” she said, adding that Crittenden remains on the ownership team.

The partnership with Bum Brands will allow SQUEAK to expand its marketing efforts, and the consumer packaged goods (CPG) focused-firm will play a large role in wholesale partnerships, Wilson said.

The company provides a line of cleaning products from all-purpose cleaners, floor cleaners, sanitizers and more that use organic essential oils and natural ingredients.

Currently, SQUEAK has four employees and its products are available at different retailers in the region, the Raleigh area, Kansas, Tennessee, Virginia, New Jersey and New York, according to its website.
 
“We are eager to see another Wilmington-based brand grow and further distinguish our community as a strong start-up incubator,” Wilson said.
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