Welcome to
Let's journey back to where it all began
1928
Our story began in 1928, in the heart of East London. Back then, we were known as Better Ware, where it all started with a simple, practical range of brushes and polishes. Dedicated individuals went door to door, not just selling products, but building real connections with every household they visited.
1950
By the time the war ended and the 1950s rolled around, sales had quadrupled as ex-servicemen returned and joined our team, bringing unparalleled dedication and helping deliver our products into homes across the country.
1960
Then came the swinging 60s, and things started to change again. As more women entered the workforce and took on dynamic roles both at home and in society, we evolved alongside them. Moving with the times, we introduced a more modern and personal approach by using a photograph folder, making it easier to connect with customers.
1970
In 1970, our name was given a modern makeover and became BetterWare. It was during this time that we also launched the popular and highly nostalgic BetterWare catalogue.
1980 & 1990
Come the ‘80s and ‘90s, the expansion of BetterWare meant it was time to move to Birmingham. We were even listed on the stock market, becoming one of the best-performing shares of the ‘90s.
2000-Present
With the rise of the digital age in 2000, we launched a website to reach even more people across the UK and parts of Europe.
Fast forward to 2025, BetterWare was relaunched with big plans to re-establish the brand across the retail and consumer space.
The here and now
Today, BetterWare is more than just a name - it's a beloved heritage brand
Very Best of British Craftsmanship
By combining our rich heritage with forward-thinking innovation, we've focused on creating reliable products that meed the needs of modern homes while staying true to the values that built our name.
Everyday Essentials
Whether you're tackling the cleaning, organising your cupboards with handy plastic housewares and storage, or baking up homemade delights with our range of dependable cookware and bakeware, we have something for every corner of your home.
The heart of BetterWare
We’re inspired by real lives and real homes, and we believe it’s the little things that make a big difference. That’s why we create thoughtful, everyday products designed to enhance your space where life happens. With practical, affordable solutions for everyday challenges, we’re here to help make your house feel like a home.
