PE-backed eco baby care brand breaks in to US market with Walmart deal

An eco baby care brand founded in Chester three years ago has launched in the US with Walmart.

Founded by husband and wife team Guy and Abi Fennell, Pura offers products including 100% plastic-free baby wipes and more sustainable nappies.

Pura has quickly advanced from an online-only business to expansion into the supermarket sector, with UK listings in retail giants such as Asda, Tesco, Spar, Boots, WH Smiths, Costco and Superdrug.

Last year, Pura received a £4.25m investment from private equity firm Maven Capital Partners to help fund its growth in the UK and beyond.

“We are thrilled to collaborate with Walmart at launch, a company that shares our commitment to providing high quality products at affordable prices,” said Guy Fennell, co-founder and CEO of Pura. “As we make our way into the US market, we look forward to disrupting the baby care space with greener wipes and nappies that won’t break the bank and are kinder to our planet. Whether on a physical or a virtual shelf, we can’t wait to build strong relationships with shoppers across the country.”

“Walmart is committed to broadening its assortment and bringing in new brands that cater to the sustainability interests of our customers,” said Ralph Clare, vice president, baby merchandising, baby for Walmart U.S.

“We’re excited to welcome Pura to Walmart and believe our customers will love these innovative and affordable baby essentials.”