Kiwi
An Australian-origin shoe-care brand known for wax polish, leather protection, and its long association with military and formal footwear.
Last updated October 14, 2026
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Overview
Kiwi is a shoe-polish brand created in Australia in the early twentieth century and now owned by S. C. Johnson. Its origins trace to William Ramsay and Hamilton McKellar, Scottish expatriates who began making boot polish and related products in Melbourne around 1904. In 1906 they introduced an improved formula marketed as Kiwi Boot Polish. The product was named after the flightless kiwi bird, associated with New Zealand, the birthplace of Ramsay's wife, Annie Elizabeth Meek. Kiwi differentiated itself from many earlier leather-preserving products by combining several functions in one preparation: it helped protect leather, restore or deepen colour, provide water resistance, and create a visible shine. The introduction of Kiwi Dark Tan in 1908 broadened the product's practical appeal, while the subsequent development of multiple colours made the brand suitable for different types of footwear. Ramsay initially sold the polish directly to farmers from a horse-drawn cart, positioning it as a useful product for people whose boots were exposed to demanding outdoor conditions. The brand expanded beyond Australia through exports to Britain, continental Europe, and New Zealand. Its international profile increased substantially during the First World War, when Kiwi was used by both British and United States armed forces. Military adoption helped establish the product as a reliable boot-care solution and supported distribution into civilian markets after the war. Over time, Kiwi became one of the best-known shoe-polish brands in the United Kingdom, the United States, and numerous other countries. By 2013, it was reported to be sold in more than 180 countries and to hold approximately 53 percent of worldwide shoe-polish sales, although that historical market-share figure should not be treated as a current measurement. The business passed through several corporate structures during its first decades, including Australian companies using Kiwi in their names. In 1971 it joined Nicholas International, a Melbourne pharmaceutical company, and the combined business became Nicholas Kiwi. Manufacturing and distribution arrangements varied by market. The United Kingdom had a long-running production operation in Ealing, followed by production in France after a restructuring in the 1970s, a return of UK production near Huddersfield in 1980, and later changes in head-office and distribution arrangements. In 1984, Consolidated Foods Corporation, later known as Sara Lee Corporation, acquired the Kiwi business. Sara Lee subsequently expanded its shoe-care portfolio, including the acquisition of parts of Reckitt & Colman's shoe-care business in 1991. Competition authorities in the United States and United Kingdom examined the resulting concentration; in 1994, the U.S. Federal Trade Commission required divestitures and placed restrictions on certain future acquisitions in the U.S. chemical shoe-care sector. Sara Lee announced the sale of its global shoe-care business to S. C. Johnson in 2011, transferring Kiwi into the S. C. Johnson portfolio. The brand later faced structural decline in traditional shoe-polish demand. In December 2022, S. C. Johnson announced that it was leaving the UK shoe-care market, citing changes in work patterns following the COVID-19 pandemic and the growth of casual footwear. In 2023, the company announced plans to end the Kiwi brand in the United States by June 2024, with some products being discontinued before the end of 2023. These announcements indicate market withdrawals and regional sunsetting rather than a confirmed global discontinuation. As of 2025, Kiwi remained owned by S. C. Johnson, although its active availability varies by country. Kiwi is an Australian-origin shoe-care brand best known for paste shoe polish sold in compact round tins. It was introduced in Melbourne in 1906 by William Ramsay, who worked with fellow Scottish expatriate Hamilton McKellar on boot-polish products. The brand name refers to New Zealand’s flightless kiwi bird and is associated with Ramsay’s wife, Annie Elizabeth Meek, who was from New Zealand. The name helped give the product a distinctive identity beyond its Australian origins. Kiwi’s early proposition combined several benefits that helped define modern shoe polish: preserving leather, restoring or deepening colour, producing a high shine, and improving resistance to moisture. The brand developed from a small local operation serving farmers and workers. Ramsay reportedly sold early stock directly from a horse-drawn cart, positioning the product as practical protection for hard-used boots rather than merely a cosmetic treatment. A Dark Tan product released in 1908 is described in reference material as incorporating features intended to improve suppleness and water resistance. The brand’s international reputation grew significantly when Kiwi polish was adopted by British and American military forces during the First World War. Military use made polished, serviceable boots part of the product’s public image and supported expansion into overseas markets. By the mid-20th century, Kiwi had become a widely distributed shoe-care name, with products sold in numerous countries and manufacturing or production arrangements reported across several regions. In some markets, particularly the United Kingdom and United States, it became a leading shoe-polish brand. In Malaysia and Singapore, the brand’s familiarity was strong enough that “kiwi” became associated colloquially with polishing shoes in Malay usage. Ownership changed during the brand’s corporate development. For several decades, the business operated through Australian companies carrying Kiwi-related names, including Kiwi Boot Polish Co. and Kiwi Polish Co. It later became associated with Nicholas International, a Melbourne-based company with other consumer and pharmaceutical brands. Sara Lee Corporation acquired the brand in 1984. In 2011, S. C. Johnson acquired Kiwi as part of a broader shoe-care transaction, making it part of the privately held Johnson family company’s household and cleaning-products portfolio. Kiwi expanded beyond traditional wax paste into liquid polish, cleaners, applicators, protectors, and other shoe-maintenance products. Nevertheless, the classic tin and the promise of a deep shine remained central to its identity. The brand’s historical strength was tied to leather footwear, uniforms, work boots, and formal shoes, while changing footwear habits, reduced use of leather shoes, and the growth of casual and synthetic materials weakened the category in some developed markets. The brand has subsequently been reduced or withdrawn in selected markets. Kiwi announced its exit from the United Kingdom in 2022. In 2023, it announced plans to end the brand’s presence in the United States by June 2024, with some products being discontinued before the end of 2023. These announcements indicate retrenchment in particular national markets rather than reliable evidence that the global trademark has become defunct. As of the latest supplied reference material, S. C. Johnson remains the owner, while the brand continues to be recognized internationally and may remain available in selected markets and product channels. The business passed through several corporate structures during its first decades, including Australian companies using Kiwi in their names, such as Kiwi Boot Polish Co. and Kiwi Polish Co. In 1971 it joined Melbourne pharmaceutical company Nicholas International, and the combined enterprise became Nicholas Kiwi. Manufacturing and distribution arrangements varied by market. Britain had a long-standing production operation at Ealing, which moved to France after a 1970s restructuring; in 1980 UK production returned to Britain at a facility near Huddersfield, and the British office later moved several times, including to Yateley, Maidstone, and Slough. In 1984, Consolidated Foods Corporation, later renamed Sara Lee Corporation, acquired the Kiwi business. Sara Lee subsequently expanded its shoe-care portfolio, including the 1991 acquisition of certain shoe-care brands and assets from Reckitt & Colman. Competition authorities in the United States and United Kingdom reviewed the resulting market concentration; in 1994, the U.S. Federal Trade Commission required divestitures and imposed limits on future U.S. acquisitions in chemical shoe care without regulatory approval. Sara Lee announced on April 4, 2011, the completed sale of its global shoe-care business, in most countries, to S. C. Johnson, moving Kiwi into the S. C. Johnson portfolio. The brand later faced a structural decline in demand for traditional shoe polish. In December 2022, S. C. Johnson announced its withdrawal from the UK shoe-care market, citing post-pandemic changes in work patterns and the growth of casual footwear. In 2023, the company announced plans to end the Kiwi brand in the United States by June 2024, with some products discontinued before the end of 2023. These announcements indicate market exits and regional sunsets rather than a confirmed global discontinuation. As of 2025, Kiwi remained owned by S. C. Johnson, though its actual availability varies by country.
History
Kiwi's history began in Melbourne, Australia, where William Ramsay and Hamilton McKellar made boot polish and related products from approximately 1904. In 1906 they introduced Kiwi Boot Polish, naming it after the flightless bird associated with New Zealand. The name also reflected Ramsay's family connection to the country through his wife, Annie Elizabeth Meek. The product represented a notable development in shoe care because it was designed not merely to preserve leather but also to create shine, restore colour, and improve resistance to moisture. Kiwi Dark Tan, introduced in 1908, incorporated features intended to keep leather supple while providing a protective finish. The brand initially reached Australian farmers through direct sales and then expanded through exports to Britain, continental Europe, and New Zealand. Kiwi's use by the British and United States armies during the First World War was a major turning point. Military distribution and use gave the product international visibility and reinforced its reputation for maintaining boots under demanding conditions. After the war, the brand continued to expand its colour range and international distribution. It ultimately became a leading shoe-polish brand in many markets, including the United Kingdom and the United States. Historical reference material states that it was sold in more than 180 countries and held roughly 53 percent of global shoe-polish sales in 2013. For much of its first six decades, the brand operated through Australian companies whose names included Kiwi Boot Polish Co. and Kiwi Polish Co. In 1971 the business combined with Nicholas International, a Melbourne pharmaceutical company, and adopted the name Nicholas Kiwi. Manufacturing arrangements changed over time. In Britain, Kiwi production was historically based at Ealing before a 1970s restructuring shifted production to France. Production for the UK market returned to Britain in 1980 at a facility near Huddersfield. The British office also moved several times, including to Yateley, Maidstone, and later Slough. Consolidated Foods Corporation, the predecessor of Sara Lee Corporation, acquired Kiwi in 1984. Sara Lee retained the shoe-care activities while selling other parts of the former Nicholas business. In 1991, Sara Lee acquired additional shoe-care brands and assets from Reckitt & Colman. The resulting concentration prompted scrutiny in the United States and United Kingdom. The U.S. Federal Trade Commission required divestitures in 1994 and limited Sara Lee's ability to make further U.S. acquisitions in chemical shoe care without regulatory approval. On April 4, 2011, Sara Lee announced the completed sale of its global shoe-care business, in most countries, to S. C. Johnson. Kiwi has since been part of the S. C. Johnson portfolio. Manufacturing was historically distributed across a number of countries, including Australia, Canada, France, India, Indonesia, Pakistan, Peru, South Africa, Spain, the United Kingdom, and the United States, although the exact current manufacturing footprint is not established here. The long-term market for traditional polish weakened as dress shoes and formal workplace clothing became less common. In December 2022, S. C. Johnson announced its withdrawal from the UK shoe-care market, citing changed work patterns after the COVID-19 pandemic and the rise of casual shoes. In 2023, it announced that the Kiwi brand would end in the United States by June 2024, with certain products being sunset earlier. These regional decisions reflect contraction of the category rather than proof that Kiwi has ceased worldwide. The brand was still identified as owned by S. C. Johnson in 2025. William Ramsay and Hamilton McKellar began making boot polish and related products in a small Melbourne factory in 1904. Their improved polish was introduced commercially in Australia in 1906 as Kiwi Boot Polish. The product was designed to do more than preserve leather: it aimed to restore colour, create a visible shine, and help footwear withstand moisture and regular use. Ramsay’s early sales to farmers and workers established the practical, protective character that remained associated with the brand. The name Kiwi was taken from the New Zealand bird and is linked in historical accounts to Ramsay’s New Zealand-born wife. The product’s success in Australia encouraged overseas distribution. Its adoption by British and American military forces during the First World War gave Kiwi unusual visibility and helped establish the connection between polished boots, discipline, and reliable field equipment. The brand later became widely available across Europe, the Middle East, North America, Asia, and other regions. By 2005, reference material described sales in close to 180 countries, although the precise scope and current availability vary by market. During its first decades, the business operated through Australian entities including Kiwi Boot Polish Co. and Kiwi Polish Co. In the 1970s, production for the British operation was shifted from a factory in Ealing, London, to France as part of corporate streamlining. The British operation subsequently functioned primarily as a sales and marketing organization. Manufacturing and distribution arrangements also extended to countries including Australia, Canada, Honduras, India, Indonesia, Pakistan, Peru, South Africa, Spain, the United Kingdom, and the United States. Kiwi later became connected with Nicholas International and was acquired by Sara Lee Corporation in 1984. Sara Lee subsequently sold the brand to S. C. Johnson in 2011. Under S. C. Johnson, Kiwi remained part of a broader shoe-care portfolio and continued to be associated with wax polish, liquid formulations, cleaners, protectors, and accessories. The traditional round tin, often carrying a kiwi-bird emblem, remained an important visual marker. Kiwi’s market position was strongest where leather shoes, uniforms, school shoes, military footwear, and formal dress remained common. It was reported as a leading or dominant shoe-polish brand in markets such as the United Kingdom and United States, and it achieved particularly high household recognition in parts of Southeast Asia. However, the category faced structural pressure from casual footwear, sneakers, synthetic materials, lower formal-shoe usage, and changing consumer maintenance habits. The brand’s later history has included significant market withdrawals. Kiwi announced its departure from the United Kingdom in 2022. In 2023, it announced that the United States brand would end by June 2024, with some products being sunset earlier. These developments show that the brand has been scaled back in specific countries, but the supplied sources do not establish a complete worldwide discontinuation. S. C. Johnson is identified as the owner in the latest reference material.
- 2023
U.S. brand sunset announced
[1]S. C. Johnson announced plans to end Kiwi in the United States by June 2024.
- 2023
United States wind-down announced
[1]The brand announces plans to end its United States presence by June 2024.
- 2022
UK market exit announced
[1]S. C. Johnson announced that it would leave the UK shoe-care market.
- 2022
United Kingdom exit announced
[1]Kiwi announces its withdrawal from the United Kingdom market.
- 2011
S. C. Johnson acquires the shoe-care business
[1]S. C. Johnson completed the purchase of Sara Lee's global shoe-care business in most countries.
- 1994
Competition-related divestitures
[1]The U.S. Federal Trade Commission required Sara Lee to divest certain shoe-care interests after reviewing market concentration.
- 1984
Acquisition by Consolidated Foods
[1]Consolidated Foods Corporation, later Sara Lee Corporation, acquired the Kiwi business.
- 1984
Sara Lee acquires Kiwi
[1]The brand becomes part of Sara Lee Corporation’s portfolio.
- 1971
Business combines with Nicholas International
[1]The Kiwi business joined Melbourne-based Nicholas International and became Nicholas Kiwi.
- 1970
United Kingdom production is streamlined
[2]Production associated with the British operation moves from Ealing to France during a restructuring period.
Products and positioning
Practical, durable shoe care focused on leather protection, colour restoration, water resistance, and a high-gloss finish. The brand historically positioned itself for everyday maintenance, work boots, uniforms, and formal footwear.
Shoe polish · 1906
Kiwi Wax Shoe Polish
The core Kiwi product line was designed to clean, colour, preserve, and shine leather footwear. It was sold in multiple colours and formats for dress shoes, work boots, and other leather footwear. The brand's historical appeal came from combining a visible gloss with practical protection against drying, scuffing, and moisture. The signature product is a wax-based polish traditionally sold in a small round tin, often carrying a kiwi-bird emblem. The brand’s signature product is a wax-based polish traditionally sold in a small round tin. It is intended for leather footwear, helping restore colour, preserve the surface, improve resistance to moisture, and produce a glossy finish after brushing or buffing. Black, brown, tan, and other colour variants have been associated with the range, although exact availability has differed by country and period.
Coloured leather polish · 1908
Kiwi Dark Tan
Introduced in 1908, Dark Tan was an early example of Kiwi's coloured polish range. The formulation was described as helping preserve suppleness and provide water resistance while restoring the appearance of tan leather. It helped establish Kiwi as a product family rather than a single universal black polish. Kiwi Dark Tan is an early named colour formulation associated with the brand’s development after its original launch. It represented the use of coloured polish to restore and enhance leather appearance while retaining the protective and polishing functions of the broader Kiwi range.
High-shine shoe polish
Kiwi Parade Gloss
Parade Gloss is associated with the high-shine end of Kiwi's shoe-polish range and with the polished appearance expected for formal footwear and military-style boots. It belongs to the brand's broader tradition of products marketed for a bright, durable finish. Current regional availability is uncertain following market withdrawals.
Liquid shoe care
Kiwi Liquid Polish
Liquid polish extended Kiwi beyond traditional paste and tin formats. These products were designed for faster application and routine maintenance, making them suitable for consumers who wanted colour and shine without the longer buffing process associated with conventional wax polish.
Leather and shoe care
Kiwi Cleaners and Protectors
The wider Kiwi portfolio has included cleaners, conditioners, protectors, and related shoe-care treatments. These products support preparation and maintenance before or after polishing and reflect the brand's expansion from a single boot-polish product into a broader footwear-care system.
Brand decisions
2023
Sunsetting the Kiwi brand in the United StatesStrategyBackground
The decision followed a broader decline in traditional shoe-polish demand and came after the announced UK withdrawal.
Action taken
S. C. Johnson announced that Kiwi would end in the United States by June 2024 and that selected products would be discontinued before the end of 2023.
Aftermath
The announcement signaled the planned end of Kiwi's U.S. presence, while the brand's status in other countries remained market-specific.
2023
United States brand wind-downStrategyBackground
S. C. Johnson announced a further reduction of Kiwi’s presence in a major shoe-polish market.
Action taken
The company announced that the Kiwi brand would end in the United States by June 2024, with some products being discontinued earlier.
Aftermath
The decision represented a substantial retreat from the United States while not establishing that the brand had been discontinued worldwide.
2022
Withdrawal from the United Kingdom shoe-care marketStrategyBackground
S. C. Johnson cited declining demand associated with post-pandemic changes in work patterns and the shift toward casual footwear. The traditional shoe-polish category had been affected by changing footwear habits and declining use of formal leather shoes.
Action taken
The company announced that it would exit the UK shoe-care market.
Aftermath
Kiwi products were scheduled to leave the UK market, marking a significant regional contraction for a brand historically strong there. The announcement ended the brand’s direct market presence in a country where it had historically been highly recognized.
2011
Transfer of Kiwi to S. C. JohnsonM&ABackground
Sara Lee had owned Kiwi since 1984 before selling the brand as part of a wider shoe-care transaction.
Action taken
S. C. Johnson completed the acquisition of the shoe-care business in most countries, including the Kiwi brand. S. C. Johnson acquired Kiwi and incorporated it into its consumer-products portfolio.
Aftermath
Kiwi became part of S. C. Johnson's consumer-products portfolio and remained under its ownership through 2025. Kiwi continued under S. C. Johnson ownership, although later market withdrawals reduced its presence in some countries.
Recent events
- 2023
Kiwi brand scheduled to end in the United States[1]
Other
S. C. Johnson announced that Kiwi would be discontinued in the United States by June 2024, with selected products scheduled to disappear before the end of 2023.
- 2022
S. C. Johnson announces exit from the UK shoe-care market[1]
Other
The company announced that it would leave the UK shoe-care market, attributing the decision to reduced demand linked to post-pandemic work-pattern changes and the increasing popularity of casual footwear.
- 2022
Kiwi announces exit from the United Kingdom market[1]
Other
Kiwi announced that it would leave the United Kingdom market, reflecting a contraction of the traditional shoe-polish category and a reduction in the brand’s presence in a historically important market.
- 2011
S. C. Johnson completes acquisition of global shoe-care business from Sara Lee[1]
M&A
S. C. Johnson completed its purchase of Sara Lee's global shoe-care business in a majority of countries, bringing Kiwi into the S. C. Johnson brand portfolio.
- 1994
U.S. competition authorities require Sara Lee shoe-care divestitures[1]
Regulation
Following Sara Lee's expansion in chemical shoe care, the U.S. Federal Trade Commission required divestitures and restricted certain future acquisitions without prior approval.
Sources4 sources
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