Direct sales model helps eco-friendly start-up target European expansion

A Cheshire couple behind a new range of biodegradable baby wipes are gearing up for expansion into Europe – having only established their business during lockdown.

Guy and Abi Fennell, with careers in the fashion and wholesale industries, have created Pura, an eco-friendly baby products line, from their Nantwich home.

They were prompted to start their own business after noticing how many plastic-based wipes they saw in friends’ homes.

Around 90% of wipes currently on the UK market contain plastic, meaning they can last more than 100 years in landfills.

But the couple said most people are unaware that the wipes they are using are made from plastic.

Their version is 100% plastic-free, 100% biodegrable, 100% compostible and is made from sustainable plant fibres.

The wipes contain no allergens, perfume or chlorine, with only 99% water and organic aloe vera added.

To ensure their products are as affordable as possible, the couple has cut out the middleman and sell direct to consumer, on subscription with free next-day delivery, offering a price point on a par, or cheaper, than traditional plastic wipes – a method that proved popular with young parents during lockdown.

In the first week after the company’s launch, on June 21, Pura received more than 85,000 visits to its website, with more than 22,000 orders placed.

The brand’s anti-plastic launch film has been viewed 6.6 million times.

Now, following consumer demand, there are plans for a European launch and an eco-friendly nappy range to follow later this year, and Pura is already responding to calls to extend the range beyond baby care into adult face wipes and hand sanitizers.

Guy Fennell said: “We’ve been overwhelmed by the amount of support we’ve received so far, and we look forward to announcing more products later this year.

“We believe that being eco-friendly is no longer a luxury but a necessity and our ambition is to create products that help families care for their babies now, while leaving the right legacy for the future.

“We would love to see everyone starting to make the switch from plastic to plastic-free wipes.”

E-commerce platform, Shopify, praised the exceptional online traffic the brand has managed to generate.

Head of Shopify Plus for Europea, Middle East and Africa, Shimona Mehta, said: “Pura has delivered exceptional figures for a start-up launching in this category, especially one that has boldly launched during the global pandemic.

“In the height of lockdown in April, we saw new online store creations in the UK grow across our platform 70% compared to March, all likely due to the shift towards online as people stay home.

“By looking at Pura’s traffic and sales, their launch has certainly been one of the most impressive this year and we’re looking forward to working with them as they grow and expand further.”