method has been named one of the 50 most innovative and fastest growing companies in the March issue of Fast Company! Check out the article:
"We canvassed the experts, analyzed the products, and crunched the numbers. From visionary upstarts to storied stalwarts, here are companies that dazzle with new ideas -- and prove beyond a doubt how business is a force for change. We call them the Fast 50.
#16 METHOD"I describe it as green trench warfare," says Adam Lowry, cofounder of Method, the San Francisco-based company that makes ecologically sound cleaning products. Last February, Lowry and his partner, Eric Ryan, launched an assault against Procter & Gamble's blockbuster Swiffer. Method's Omop, a sleek silver reusable mop, employs sweeping cloths made from corn-based plastic (PLA). Instead of clogging landfills, they're 100% biodegradable -- and just as effective.
This isn't the first time Lowry, a 6-foot-6-inch chemical engineer who founded Method with his highschool buddy Ryan eight years ago, has given the middle finger to the consumer-products playbook. Two years ago, Method rolled out dryer sheets that use plant-based oil instead of the industry standard, beef fat. The company had a triple-concentrated laundry detergent a full two years before Unilever and P&G started crowing about all the water and shipping waste they would eliminate with their own. Meanwhile, Method's were also nontoxic, and packaged in bottles that look more MoMA than Kmart.
Last year's numbers were a landmark for Method, proving to the industry that clean products are as viable as conventional ones and that slick design can transform even the most mundane commodities into objects of desire -- all while priced for the masses. In 2005, Method's sales clocked in at a mere $15.3 million. In 2007, they hit nearly $100 million. Seventh Generation, the green products pioneer, hit $100 million last year too, but it took nearly two decades to get there. The fast-rising Method is on a completely different trajectory.
"Method changed consumers' viewpoint from 'This [cleaning product] is something necessary and not good-looking' to 'This is something that's almost an art object that I want everyone who walks into my house to see,' " says Lynn Dornblaser, who tracks consumer-product trends at global research house Mintel. "They've lured shoppers who hadn't thought about environmental cleaners by getting them to come in through the back door." Method's minimalist bottles of surface cleaner, detergent, soap, and air freshener -- originally designed by Karim Rashid, now designed in-house -- can be found everywhere from Whole Foods and Target to Duane Reade and Staples. Last year, Lowry and Ryan opened their first European office, in London; in January, they launched a television show on the Home Shopping Network; and in May, they will release their first book, Squeaky Green, a home-detox guide that reveals some of the industry's nastier secrets.
None of it has been easy. Ryan, a former ad guy who sports skinny ties and metal-frame glasses, explains that in 2005, when they first set out to create the Omop, he and Lowry met with every U.S. manufacturer of Swiffer-style cloths. "Every single one of them said you cannot make [the cloths] out of PLA," Lowry says. So the duo scouted out a factory in China that was willing to take on the challenge. Now that Method has proven the formula works and there's consumer demand for it, Lowry says, the manufacturers who snubbed them are crawling back.
The trench warfare with the majors is only going to intensify, though. Last December, Clorox launched Green Works, the first entirely new plant-based line to emerge from one of the dominant firms. Instead of heading for cover, Lowry and Ryan plan to stay ahead of the competition as they always have--by using ingenuity to feed the product line. "When we started this company, we had a saying that we were never going to try to out-Clorox Clorox," says Ryan. "We shifted the playing field where now companies are trying to out-Method Method."
Great article! And guess who is #17? Target!
Just wanted to take a moment to let everyone know that method is now being sold on HSN (the Home Shopping Network, but you knew that, now didn't you? Yes, you did.) The product line was featured on an HSN program titled "Healthy Home Featuring method". The network is featuring method's popular "Detox your Home" kits in four scents, lavender, pink grapefruit, go naked, and variety.
