Grangers Accelerates U.S. Growth, Appoints Obviouslee as PR Agency of Record Amid Rising Demand for Sustainable Gear Care

May 14, 2026

Nearly 90 years of innovation helping adventurers protect their gear and the planet, now amplified by strategic U.S. communications and sales teams

May 14, 2026 (Boulder, CO/Derbyshire, UK) /OUTDOOR SPORTSWIRE/ – Grangers, the heritage British brand trusted for nearly 90 years in performance-driven, eco-responsible gear care, today announced the next stage in its strategic expansion in the United States. To lead this high-stakes move, the brand has appointed Obviouslee as its Agency of Record, tasked with turning the iconic British name into a household staple for American adventurers.

As outdoor participation continues to surge across North America, so too does consumer awareness around how to properly care for performance apparel and equipment. Grangers is uniquely positioned to meet this moment, offering the world’s most advanced, environmentally responsible solutions designed to extend the life of outdoor gear while reducing environmental impact.

Founded in 1937 and headquartered in Derbyshire on the edge of the Peak District, Grangers has long been at the forefront of innovation. From developing the world’s first waterproofing solution in 1947 to protecting gear used in the first successful Mount Everest summit in 1953, the brand has consistently pushed the boundaries of performance and protection.

Today, that legacy continues through a modern product portfolio featuring biodegradable, PFAS-free, bluesign® approved formulations, packaged in 100% recycled Prevented Ocean Plastic. With distribution in over 50 countries, Grangers is now doubling down on the U.S. market—bringing its category expertise to a rapidly growing audience of outdoor enthusiasts, athletes, and everyday consumers.

“The U.S. has always been an important market for us,” said Natasha Barwell-Jones, Director of Marketing and Communications. “Earlier this year, we took that one step further by launching our B2C and B2B platforms. Now, the focus is on educating consumers and growing our U.S. presence. We have products that perform, and with the help of Obviouslee, we can expand our reach even further. We’re so excited about this partnership and what it will bring for the brand and the U.S. market.”

Meeting a Shift in Consumer Behavior

Recent trends show that U.S. consumers are moving away from traditional detergents that damage waterproof membranes and searching for specialized solutions that actually work.

Grangers’ range, including Performance Wash, Active Wash, and its Wash + Repel 2-in-1 solutions, addresses this gap directly. The brand offers the simplest, most effective way to clean, protect, and restore gear in one streamlined process.

“Consumers are realizing that how you wash your gear matters just as much as how you wear it,” said Karolina Jones, CEO of Grangers. “Our mission has always been to make that process effortless — delivering high-performance, eco-responsible, innovative care solutions .”

Strategic Partnership with Obviouslee

To fuel its U.S. growth strategy, Grangers has tapped Obviouslee to lead its communication and brand strategy. Known for its data-driven approach and expertise in building culturally-relevant brands, Obviouslee will lead integrated communications efforts to increase brand awareness, drive consumer education, and strengthen Grangers’ presence across key U.S. markets.

“Grangers has an incredible story, rooted in innovation, sustainability, and real performance,” said Eric Henderson, COO. “We aren’t just helping tell the Grangers story, we’re here to help write its next chapter. Our goal is to connect this legendary brand with a new generation of consumers who care deeply about both adventure and environmental responsibility.”

Built for Longevity—Gear and Planet

At its core, Grangers is committed to helping consumers get more from the gear they already own. By promoting proper care, including cleaning with specialist detergents and reproofing when needed, the brand supports longer product lifecycles and reduces waste.

With sustainability and performance working hand in hand, Grangers is setting a new standard for responsible outdoor care, ensuring that both gear and the environments they’re used in are protected for years to come.

About Grangers:

Grangers has been protecting your adventures since 1937, setting the standard for aftercare and revolutionizing the way you get outdoors and explore for nearly 90 years. Its water-based, PFAS-free, bluesign-approved aftercare products maintain outdoor and technical gear by cleaning, reproofing, and refreshing it, including waterproofs, down, activewear, neoprene, and footwear. Grangers has a vast array of innovative world-firsts under its belt, including the development of the world’s first 2-in-1 clean-and-reproof formulation in 2005 – and it’s still the only aftercare brand to offer it today.

From inventing the first water-based aftercare solution in 1947 to protecting the first successful Mount Everest summit in 1953, Grangers’ products have been a staple in every adventurer’s kit for decades, guarding against wind, rain, and the cold whilst enabling you to get outside in all weathers.