Due to ongoing cost pressures, Bira Direct supplier HG UK Ltd. has announced an unavoidable price increase on some of their products from 1st February 2024. 

In a letter to their business partners and customers, they have said:

Dear Valued Customer,

In 2023 HG has continued its high momentum with consumers to drive exceptional increased demand through our retail and wholesale partners. A record level of the UK population is now actively seeking and purchasing the HG, Ecozone and Blue Wonder brands and we are thrilled to share the success and growth with our valued customer base. Long may this continue!

It should also be noted that, through recent times of astronomical inflation and cost base increases from all angles like never before, HG has uniquely stood up to absorb, minimise and mitigate cost increases through the market as much as possible, while continuing to ensure the highest quality of products that we are known for and keeps your customers coming back to you.

Additionally, we have secured and enhanced our commitment to local Operations, through manufacturing in the UK and Europe and moving to a new larger warehouse facility in Corby, UK – improving capacity to meet the increased demand and ensuring ongoing quality, reliability, low carbon footprint and creating local jobs and opportunities.

For 2024, despite the ongoing and widespread challenges, we continue the same approach to protect customers and consumers to the maximum. As such, the price list for 2024 has been reviewed at an in-depth level by product. This means for many individual SKUs pricing will be effectively held or minimally adjusted (in the majority of cases meaning a reduction in real terms). With higher price adjustments, cost and RRP aligned, isolated to single items most impacted by input increases where it is otherwise unsustainable to continue. In total, product sales mix depending, this equates to a low single-digit adjustment in total.

Please find the 2024 price list for orders placed on or after 1st February 2024:
HG & Ecozone price lists 
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Through this approach, we can remain fully confident that the high quality, strong reputation and significantly increased demand for HG products will continue unimpacted.

HG also remain committed to long-term investment behind the brands to continue to drive demand and growth for HG products in your stores. An outstanding innovation pipeline is part of this to bring new, relevant products to market and I am thrilled to announce an exciting partnership between HG and Shelter.

We thank you for your ongoing support and are looking forward to continuing the outstanding growth journey together.

Yours Sincerely,

Ryan O’Sullivan
Director HG UKI Ltd.

*Retail pricing is at the sole discretion of the retailer