The Doxy brand is being rebuilt as Doxy 2.0 in a move that sees the original founder of the company joining forces with the brand’s former sales and marketing director.
In August 2025, CMG Leisure Ltd, the former licence-holder and UK manufacturing partner for Doxy, went into administration, marking the end of a decade-long chapter in the brand’s history. Doxy original founder William Garland, who left CMG Leisure in 2020, has now partnered with former CMG sales and marketing director Leigh Dedhar to form DOXY 2.0 Ltd.
Garland and Dedhar have acquired the Doxy intellectual property and are rebuilding the award-winning brand with what they call “renewed focus, updated products, and a refined business model designed for long-term growth”.
“This isn’t just a rebrand – it’s a rebuild from the ground up,” said Dedhar, now managing director and co-owner of Doxy 2.0. “We’re going back to what made Doxy wands iconic: unapologetic power, premium materials, and customer service worthy of the loyalty we’ve built.”
Garland added: “Starting fresh has been the best thing for Doxy. It’s given us the freedom to rethink everything: how we build, how we sell, how we serve our customers. The energy around the brand is better than ever, and I’m excited to be working alongside Leigh to shape this new chapter.”
Production of the next-generation Doxy 2.0 range is already under way. Updated models are scheduled to launch to distributors and retailers in spring 2026.
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