Launched in lockdown, Pura is a new, UK based, family-run company on a mission: to democratise eco-friendly baby products for all. The brand believes that being eco-friendly is no longer a luxury but a necessity. Its ambition is to create products that help families care for their babies now, while also caring for their future.
Pura was created from the need to address the challenges posed by using traditional wipes. A massive 90% of the wipes currently sold in the UK contain plastic – meaning they can last over 100 years in landfills. And yet the vast majority of consumers are not aware that the wipes they are using are made from plastic. Pura baby wipes are 100% plastic-free, 100% biodegradable, 100% compostable, and are made from sustainable plant fibres. They contain no allergens, perfume or chlorine, with only 99% water and organic aloe vera added.
In order to ensure that its products are as affordable and accessible as possible, Pura is “cutting out the middleman” and selling Direct-to-Consumer at under 3p per wipe on subscription, offering a price point that is on par or cheaper than traditional plastic wipes. With free next day delivery on all orders, this model has been critical to the success of the business so far and has also provided a timely solution for parents, helping them stay home and avoid the supermarkets during lockdown.
In the first week of its launch, the start-up saw well over 85,000 visits to the website and more than 22,000 orders being placed by eager consumers, with an increasing amount coming through each day. The brand’s launch film has been viewed 5.6 million times to date, and has been followed by significant consumer demand to fast track planned new product development launches. 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 sanitisers.
Head of Shopify Plus for EMEA, Shimona Mehta, adds: “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.”
Pura wasn’t born in a boardroom, but in a home in Cheshire in the North West of England, where founders, and new parents, Guy and Abi Fennell created their vision to disrupt the current baby care market, and make being ‘eco’ affordable for all.
Co-founder, Guy Fennell, says: “We have been overwhelmed by the amount of support we have received so far, and look forward to announcing the full range later this year. Launching in lockdown has certainly provided some unexpected challenges but for us we are pleased we can offer parents an option that allows them to shop safely from home. Thinking long-term, it’s all about driving change and leaving the right legacy for our children. We would love to see everyone starting to make the switch from plastic to plastic-free wipes.”
Pura, 100% plastic-free, 100% biodegradable baby wipes, now available with free next day delivery from www.mypura.com. Further product launches into the baby care category are planned for later in 2020 and early 2021.
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