The UK manufacturer and supplier of DIY and home products has secured a partnership with a major distributor, helping extend its reach throughout Africa, with plans to double exports by 2015.
The firm has signed an agreement, expected to be worth around £1 million in its first year, with a large FMCG distributor in Africa covering South Africa, Kenya, Zambia and Zimbabwe.

Based in Ancoats, Manchester, 151 Products already exports to Europe, the Middle East and Africa, and counts Nigeria, Cyprus and Poland as key foreign markets.

Managing director Richard Shonn said: "In 2005, we set ourselves a goal of securing 25 export markets by 2013. This latest deal means we have achieved that target and as a result it signifies a key milestone for us. We're delighted with the progress and are now even more driven to reach our other growth targets."

151 Products has seven brand categories and more than 2,000 products for the home, car and garden, including pet products, adhesives and sealants, car care ranges woodcare and pest control. It supplies a number of well-known retailers throughout the UK, including discount stores Home Bargains, Poundland and B&M Bargains.

The company was launched in 1997 by father and son, Steven and Richard Shonn. Last year, turnover increased from £24m to £29m and the company hopes to reach a £35m in 2012.