Homethings

Idea

Introduction

Homethings is changing the way people clean. We make waterless concentrate products that our customers can refill again + again using tap water at home.

Our mission was born out of a realisation that a typical cleaning spray is over 90% water. Meaning that the industry is shipping millions of gallons of heavy water around the world unnecesarily in single-use plastic bottles.

We first launched our effervescent tablets for surface care sprays. They are made in the UK, certified Vegan + Cruelty Free and by refilling with them, we calculate that our customers save as much as 94% of the carbon emissions compared to conventional sprays.

Since then, we've gone on to launch multiple innovations including through the letterbox, plastic free dishwasher tabs and laundry pods as well as securing a £135k grant from innovate UK to launch the UKs first tap water refillable washing up liquid.

We've caught the big cleaning brands wet handed. Now, we need your help, to change the way people clean.

Substantial accomplishments to date

🚀 Hit over £3m of revenue since launch in Sept-20 growing at over 118% FY22 vs FY21*

🚀 Shipped over 170,000 e-commerce orders from our warehouse in Manchester!

🚀 Got 5/5 offers on Dragons Den

🚀 Launched into some of the UKs most discerning retailers including Waitrose, Whole Foods and Booths.

🚀 Launched the UKs first tap water refillable washing up liquid after securing >£100k in R&D grant funding from Innovate UK.

🚀 Won the prestigious "Start Up of the Year" award at The Grocer's.

🚀Launched our "just add tap" TV ad with Sky TV with over 40million impressions in the UK.

🚀 Saved over 540,000 plastic bottles, over 43 tonnes of single-use plastic and over 270,000 litres of water being transported unnecessarily.

🚀 Launched effervescent cleaning tabs with our trademarked Microtab® technology, manufactured in the UK saving 94% of the carbon emissions versus conventional sprays.

🚀 B Corp certified and awarded "best for the environment" status.

🚀 Top rated on Trustpilot (4.7/5)

🚀 Featured in The Evening Standard, The Times, Daily Express, Daily Mirror, BBC Radio 5 and many more.

*Based on unaudited management accounts.

Monetisation strategy

We are an omni-channel brand growing both in E-commerce and in store through national and independent retailers.

We currently have a range of over 9 different innovations from tap water refillable washing up liquid and surface sprays to plastic free dish tabs and laundry pods.

Our products are available for convenient delivery through the letterbox and via automated subscriptions online.

We believe we have demonstrated our ability to innovate, creating quality, science backed products with high efficacy and market leading sustainability credentials all whilst entertaining our customers with our disruptive branding that is putting the fun back into a dusty category.

We plan to continue to grow our business by expanding our retail distribution (targetting >1000 doors by FY24), acquiring and retaining our e-commerce customers and by doubling down on the disruptive product innovation that is core to our brand identity.

Use of proceeds

Retail Distribution

We believe we have significant growth prospects in our retail business and we will support new listings with strong trade & in store marketing to drive trial and ultimately market share. We will also look to selectively hire exceptional talent in this space to support our Head of Commercial in delivering our ambitious targets.

E-Commerce

We will continue to scale our e-commerce business investing in price incentives for our loyal customers as well as best in class content to support brand awareness & customer acquisition whilst continuing enhance our website.

New Product Development

Disruptive innovation is a core focus and we will continue investing in NPD to expand the role we play in the everyday routines in our customers homes. We will also continue to invest in iterating existing products + formulas based on customer and retailer feedback to ensure we keep building upon our current average customer product review score of 4.6 / 5 based on over 3,500 verified reviews.

A portion of the investment reflected in this campaign was received by the Company in the 6 months prior to the launch of the investment round on Seedrs and the Company has started putting this to use.