Up to 120 jobs lost as Hiro Brands, maker of Trix dishwashing liquid, placed in administration

Hiro Brands, the maker of Orange Power and Trix cleaning products, has been placed in administration and up to 120 jobs have been lost.

Household products and cosmetics group Hiro Brands, the maker of Orange Power, Trix and ulta3, is the latest company to go into administration.

Cleaning products and cosmetics company Hiro Brands has gone into administration and as many as 120 employees will lose their jobs.

Administrators from KPMG ceased trading at the maker of Orange Power cleaning products and Trix dishwashing liquid, after the Hiro Brands Group was placed into voluntary administration on Tuesday.

The voluntary administrators from KPMG, David Hardy, James Dampney and James Stewart, told approximately 120 staff and employees that “the group is not able to continue their employment”.

“Regrettably, following our appointment it became evident the financial position of the business would not allow the continuation of trading activities,” Mr Hardy said on Thursday.

“As a result, we have terminated most employees’ employment arrangements.”

KPMG said the voluntary administrators ceased operations at the Hiro Brands Group after completing an urgent assessment of its financial position.

Mr Hardy, KPMG Australia’s restructuring services partner, said KPMG hoped to find a buyer for the home care, personal care and cosmetics group.

“We are urgently seeking buyers for the Hiro Brands Group’s assets, including brands and intellectual property,” he said.

“We will be working with all stakeholders, including employees, suppliers, and customers, to maximise the outcome.”

Hiro Brands manufactures, distributes and markets a range of products, including Organic Choice cleaning and laundry products, Orange Power, Aware Sensitive laundry products, Trix, ulta3 and MUD make-up and nail polish, and Billie Goat and Aus Medic Co skin care products.

“The Hiro Brands Group owns a portfolio of leading personal care, cosmetic, and household goods brands whose products are regularly used by Australian consumers,” Mr Hardy said.

Created from the merger of The Heat Group and Aware Environmental in 2022, Hiro Brands attempted to list on the ASX during a “tough time” for IPOs.

The company, based in the Melbourne suburb of Dandenong South, is backed by Paul Docherty’s private investment house BRC Capital.

Another company backed by BRC, 3DMeditech, went into liquidation in November.

Melbourne Rebels chairman Paul Docherty’s private investment house BRC Capital is a backer of Hiro Brands.

Mr Docherty is a significant powerbroker in Australian rugby union as chairman of the Melbourne Rebels. BRC is a key sponsor of the Rebels.

The appointment of voluntary administrators covers Hiro Brands and seven associated entities: Chimera Laboratories, Doward International, Greencare Developments, Scental Pacific, The Heat Group, Aware Environmental and Aware Environmental Products.

A first creditors’ meeting is scheduled to be held on January 11.

Hiro Brands is the latest company to go into administration in recent weeks, in a busy time for the insolvency industry.

Privately-held coal company New Wilkie Energy has also gone into administration, putting about 300 jobs at risk.

The December 27 appointment of administrators from BRI Ferrier came just eight months after the company resumed coal mining at the Wilkie Creek mine near Dalby in Queensland.

Award-winning Sydney craft brewery Wayward Brewing Company and its distribution arm, The Local Drinks Collective, have been placed into voluntary administration, with administrator DBA Reconstruction & Advisory to seek to restructure the business.

Sydney pub king Fraser Short last week put his flagship hospitality company, The Sydney Collective, into administration owing creditors, including the taxman, about $5.5m.