Luigi's: Home Improvement Solutions


steven stretton

18 products • £15M in sales • Home Improvement


Luigi’s is a direct-to-consumer online brand with a focus on Amazon-first selling. Originating with the “world’s best toilet plunger” in 2016—a product that remains a top seller—we’ve since diversified our home improvement offerings.

Product Range

Our range extends from toilet plungers and sink plungers to specialized items like aquarium cleaning tools, fuel siphons, mosquito nets, and caravan hook-up cables.

the magic gel team







Bestselling Products

  • World’s Best Toilet Plunger: Our flagship product from 2016.
  • Fly Trap: Amazon’s best-selling insect repellent in Germany.
  • Many Many More!

Target Audience

Luigi’s targets a balanced demographic, appealing to both men and women of all age groups. We’ve achieved this through focused branding and a diversified product line.

Quality and Innovation

We’ve partnered with five factories to ensure that each product meets our high-quality standards. Our commitment to innovation is evident in the enhanced designs and new products that we continually add to our range.

Sales Channels

We engage customers through our dedicated website,, and our strong presence on Amazon. Luigi’s has a solid footprint in the UK and extends to the US, France, Germany, Italy, Spain, and even Japan.

Customer Feedback

The trust and support from our customer base are evident in the 100,000+ positive 5-star reviews we’ve received.

Check out a selection of the reviews below.

Behind the scenes

Magic Gel is a direct-to-consumer UK-based online retailer specializing in a diverse range of heated and cooling pads. With lifetime sales exceeding £23 million, we’ve come a long way since launching our ‘all-purpose’ strap in 2017—a product that remains a UK bestseller to this day.

Competitive Strategy

Much like Magic Gel and Medcosa, Luigi’s adopts an agile pricing strategy. Our aim is to offer the best value to our customers, which keeps us competitive and maintains high sales momentum on Amazon.

Future Growth

With a dedicated team and an Amazon-first selling approach, we’re poised for further growth and innovation. Our roadmap includes continued diversification of our product range and potential expansion into new markets.

Why Choose Luigi's?

  • Experienced Team
  • Value-Driven Pricing
  • Customer-Centric Approach
  • Proven Track Record

For further inquiries or additional information, feel free to get in touch with us.



Home and Garden

Magic Gel

Hot & Cold Pain Relief


Health and Wellbeing