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Ultimate Products has purchased the domain name, which will now take the place of as the Salter brand’s direct-to-consumer ecommerce channel. Easier to find, the new website will be live in August with wide-ranging design and user experience enhancements.

“Our direct-to-consumer channels are a lesser-known part of our business, but demonstrate the range of skills across the Ultimate Products team,” states Simon Showman, chief executive of Ultimate Products. “From website design all the way through to order fulfilment, our in-house talent has the capability to build and operate fully-functioning ecommerce sites, which are visited by hundreds of thousands of customers every year.”

Above: Ultimate Products’ chief executive Simon Showman.
Above: Ultimate Products’ chief executive Simon Showman.


Simon continues: “Despite already being a clear market leader, we have high hopes that the Salter brand can continue to grow healthily, particularly in international markets, which will be helped by this recent website acquisition. It is through this kind of innovation and agility that our suite of brands continues to grow and take market share. Combined with the huge audiences on global platforms such as Amazon and eBay, we are confident that we can achieve our medium-term target for online channels to account for nearly a third of our total revenues.”

Ultimate Products will also soon complete an overhaul of, the DTC channel of Beldray, the Group’s laundry, floorcare, heating and cooling brand.


Top: Scales by Salter.

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