Our history

Vero's first brush and broom factory opened its doors in 1890: the whole of the Netherlands has been sweeping the streets with their rock-solid classics for more than 100 years.

In 1899, Frederick Taylor and Thomas Law founded the 'Tala' brand, one of Britain's best-loved kitchenware brands for more than 120 years.

As early as 1962, Nedac introduced the service merchandising concept, a successful retail solution for non-food products that is still an important service to our customers.

Sorbo has over 50 years of experience in developing cleaning tools that clean every stain and spot.

George East Housewares, with wonderful brands like Tala and Elliott, became part of the Dayes Group in 2008 and provided our first steps into the UK market.

The merger between Nedac and Mascot allowed us to combine our knowledge and strengths, making us an even more valuable partner for retailers and value-retailers.

After the merger with Mascot, we felt our name no longer suited our company: too long, too complicated and no longer fitting our mission. So we changed our name to Dayes in 2021.

In 2021, Healthpoint joined Dayes Group, allowing us to both grow in the Personal Care and Health Care categories, as well as strengthen our position in the international market.

In 2021, we also joined our Personal Care forces with Zenner, a leading hair and beauty accessories brand in the Dutch and international markets.

On the Pet Care front, we also entered into a highly strategic partnership, this time with Rosewood, a major British brand with a lot of experience in the pet accessory market.

Nordic Beauty Company has become an important partner for many Scandinavian retailers in personal care. Through this collaboration with NBC, we can further strengthen our category expertise in several new markets.