Wilton London, has already exceeded the initial target of its first-ever fund raise. The brand has now exceeded £400K, securing investment from more than 350 individuals so far in its crowd-funding campaign.
The B-Corp Certified business, producers of worktop worthy, eco-friendly and plant-based cleaning products, is aiming to become the UK’s number one eco household cleaning brand, while raising expectations of household cleaning products and capturing a share of the £45bn European cleaning market following its first-ever fund raise.
Founded in 2018, by ethical entrepreneurs Sam Whigham and Mike Perry, Wilton’s existing range of 11 products includes laundry care, washing up liquids, plastic free sponges and surface cleaners. All products are made with plant-derived ingredients, free from harmful and toxic chemicals packaged in responsible and premium packaging, and packed with beautiful natural fragrances.
Wilton has just secured a national listing with grocery retailer Ocado adding them to a growing list of over 300 retail stockists which includes Lakeland, Booths, Farmdrop, Holland & Barrett and Robert Dyas. Its products can also be ordered through its online shop and subscription service, which has attracted more than 12,000 digital customers to date.
The company has also been selected for the Virgin Collective Impact Programme which helps purpose-driven businesses maximise their potential.
Prior to this initial fund-raise, Wilton has been fully boot-strapped achieving all of its growth organically. The company, currently valued at £4m, is targeting 300% growth this year with plans to use this round of investment funds to support new product and team development as well as acquisition marketing to bolster its e-commerce offering.
Wilton Co-founder Mike Perry said: “Wilton is on a mission to become the best-loved eco-cleaning brand in the UK and to ultimately grow our eco-friendly and plant-based cleaning products offering across Europe. Eco-friendly cleaning products are currently experiencing six times the level of growth of conventional products, creating a £500m gap in the UK market alone over the next four years”.
Wilton’s other Co-founder Sam Whigham said: “We’re delighted with the initial success of our first-ever crowd-funding round where we’ve already exceeded our £400K target and enabled hundreds of investors to join the Wilton journey. The investment will help us further develop our products and team and also support our e-commerce proposition as we target 300% growth in the year ahead.”