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Who Gives a Crap expands into Tesco stores
The ethical toilet paper brand aims for wider reach in the UK market following robust sales growth.
Simon Griffiths discusses the brand's goal for major growth in the UK market.
Who Gives a Crap sets sights on European expansion
Who Gives a Crap, the ethical toilet paper brand, is deepening its presence in the UK by entering Tesco stores. This Australian company, renowned for its commitment to donating half of its profits to sanitation projects, has grown to become the third largest non-supermarket toilet paper brand in the UK. Founded based on the idea of pairing philanthropy with a basic household item, the firm aims to increase its contributions to clean water initiatives. Since the onset of the pandemic, the brand has witnessed a significant surge in sales and now contemplates ambitious plans to expand further in Europe, targeting long-term presence in every UK supermarket within 30 years.
Key Takeaways
"The reason why we exist is because there’s still 2 billion people without access to adequate sanitation today, globally."
Griffiths emphasizes the urgency of addressing global sanitation issues as a core mission for his company's existence.
"If you’re going to solve that problem that affects billions of people, you need to eventually be everywhere."
Griffiths outlines his long-term vision for the brand's presence in the market.
"We’ve been around now for about 12 years in Australia. I don’t think there’s a risk of us kind of going out of fashion in the same way that you might see with clothing."
Griffiths expresses confidence in the brand's sustainability and popularity beyond trends.
"Having started with 100% recycled loo roll made using waste, it now also sells a version made from bamboo."
This demonstrates the brand's adaptability and evolution in product offerings.
As Who Gives a Crap moves into major UK retailers, it faces the challenge of maintaining its ethical pricing strategy amidst rising living costs and increasing competition in the market. With the company holding fast to its mission, this growth signals a shift in consumer preferences towards more responsible brands. However, the premium pricing associated with ethical products could alienate budget-conscious shoppers in the current economic climate. This intersection of ethics and business strategy could redefine market dynamics as the brand seeks to balance growth with its commitment to social causes.
Highlights
- To solve global sanitation issues, we need to be everywhere.
- We exist because 2 billion people lack adequate sanitation.
- Our colorful wrapping helps customers choose ethical over ordinary.
- Wiping out toilet paper norms is just the beginning.
Economic risks amid expansion
With rising living costs and US tariffs impacting prices, the brand may face challenges appealing to budget-conscious consumers.
The evolving dynamics of consumer goods may continue to highlight the importance of ethical practices in business success.
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