New Venture for Gwen Whiting
Gwen Whiting, who co-founded the luxury laundry brand Landless and sold it to Unilever in 2019 for about $100 million, has embarked on a new journey. After navigating through a challenging five-year period constrained by a non-competitive agreement post-sale, she has now launched a new cleaning company named The Fill.
The 49-year-old entrepreneur expressed candidly her mixed feelings about the Unilever deal, saying, “I really drank the Kool-Aid. I thought I was sending my baby to college.” This sentiment reflects her deep connection to her previous venture.
During Whiting’s tenure with Landless, alongside co-founder Lindsay Boyd, the brand grew significantly. However, the brand faced significant challenges in late 2022 due to a recall of 8 million laundry products linked to bacterial contamination, which prompted Unilever to advise customers to discontinue using those items.
In March 2023, another recall related to carcinogens led to a temporary closure of Landless, which did not reopen until July. Whiting lamented this experience, sharing, “It hurt so much. My life and identity were very intertwined with the laundry.” Legal constraints further complicated her situation, rendering her unable to speak about her experiences during those five years.
After staying on at Landless for two years post-sale, Whiting’s contract expired in 2021, despite many people believing she still played a part in the brand. “It wasn’t accurate that I wasn’t part of it anymore,” she explained. The experience has left her feeling burnt out and reluctant to return to product creation, stating, “I never wanted to make a product again. My work is finished.”
However, the calls from friends and loyal customers asking for her guidance drew her back into the industry. “I couldn’t hang my community out to dry,” she said, encapsulating her strong bond with her customer base.
In June, she launched The Fill, a line of eco-friendly cleaning products paired with a membership community located at the National Arts Club in Gramercy Park. Membership starts at $40 a year and offers access to cleaning products, direct advice from Whiting, and participation in workshops and community events, emphasizing her belief that cleaning should be seen as a lifestyle choice.
Whiting’s background in textile science and apparel design, coupled with her experience as a designer at Ralph Lauren Home, informs her vision for The Fill. “Now, it’s mine that I share with members of my community. And the community has value,” she noted.
The Fill’s products come in refillable pouches, significantly reducing plastic usage compared to traditional cleaning product packaging. Whiting highlights this commitment to sustainability while maintaining a premium feel. The perfumes in her products are designed for functional aromatherapy, aiming to uplift users’ moods rather than just serve as scents.
Reflecting on her journey, Whiting sees this venture as a fresh start. “My goals are very different this time around. It’s a completely different way of business,” she shared, signaling her evolution and readiness to reclaim her space in the cleaning industry.
