Piglet: West Sussex, women-run online homeware startup raises £ 6m for growth in the UK, EU and US


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Recently, people are increasingly investing both time and money in more careful design of their home environment. The lockdowns imposed by the COVID-19 pandemic have further accelerated this trend. At the same time, the rise of social media has made private spaces public, causing people to view utilities as fashion purchases. Ultimately, consumers are attracted to brands that offer stylish, sustainable, and comfortable household products.

Piglet is a UK direct consumer household goods brand that is behind a range of high quality, easy-care linen and other soft household goods. Most recently, the company raised $ 8.5 million (nearly £ 6 million) in a round led by Active Partners, a London-based consumer-facing investment firm.

Focused on international expansion

The fresh funds are Piglet’s first borrowed capital. They are used to scale the business internationally, expand the brand’s product offerings and build Piglet’s team in the UK, Europe and North America. In addition, the Piglet team is aiming to nearly double its size by 2022, with the company hiring in the UK, US, Germany and France.

In addition, Stuart Grant, co-founder and chairman of the UK’s leading clothing brand, Mint Velvet, with extensive apparel, lifestyle and housewares experience and expertise, will join Piglet as chairman.

Jessica Mason, CEO and Founder of Piglet, said, “We founded Piglet on the belief that a beautiful home can be effortless and comfortable, and that simple, high-quality, easy-care products can help bring this to life. From starting the business in my mother’s garden shed to reaching tens of thousands of customers with an ever-expanding range of products, it’s been an incredible experience so far. We are excited to have Active Partners on board – whose focus on community-first brands and their experience with founder-run companies has already proven invaluable – to take the next step on Piglet’s journey together. “

Tom Profumo, Investor at Active Partners, said: “Ferkel’s exceptional products, commitment to high quality and responsible materials and excellent customer service have gained a rapidly growing following. We have been impressed with the dedicated community Piglet has built around its brand and believe it will only continue to thrive. We look forward to helping Jessica and her team bring Piglet to even more households around the world. “

3x sales growth amid a pandemic

Jessica Mason launched Piglets in 2017 after seeing a market demand for quality and natural bedding. Piglet quickly gained a loyal following among lovers of high quality housewares from responsible sources. The company offers a range of durable, 100% stone washed flax linen products that soften with wear, including bedding, sleepwear and home accessories. Piglet’s signature 100% flax linen is sourced in small batches, which means no part of the plant is wasted, while the process also uses less water than cotton.

Currently running from a converted barn on the Knepp Estate in West Sussex, the company has a second operating base in Illinois after the demand for piglet laundry in the US rose rapidly. Since its inception, Piglet’s focus on quality products, presentation and personal customer loyalty before and after sales has attracted a growing customer base. During the pandemic last year, the company more than tripled its sales.

In addition to its first-party product lines, Piglet has worked on capsule collections and collaborations with companies such as WoolOvers, Bloomsbury Publishing, The Laundress, anatomē and Kloris in recent years. The products are available online at Selfridges and John Lewis, and in-store at Fortnum & Mason.

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