Wild
About the Company
Wild, co-founded by Charlie Bowes-Lyon, focuses on eliminating plastic waste from personal care products. Their flagship product is a refillable deodorant, which launched in April 2020. The company has expanded rapidly, serving a broad international market through both its website and major UK and European retailers. With 50 employees, Wild is committed to sustainability and environmental impact, aligning with their mission to offer practical and eco-friendly solutions.
Idea Behind Company
Before founding Wild, Bowes-Lyon was involved with startups in the UK and noticed a growing demand for sustainable products. He initially launched Climate Cups, a successful venture selling reusable coffee cups and water bottles. Concurrently, co-founder Fred observed shifts in consumer attitudes towards packaging and waste during his time at HelloFresh. They chose to address bathroom waste, a neglected area, by creating a natural deodorant that replaced single-use plastic with a refillable system, proving the market need before launching their product.
Creating the Company
Wild's journey began with extensive product development, including 30 iterations of their deodorant to ensure effectiveness and sustainability. The company collaborated with Morrama, a design agency, to develop a durable aluminum case and compostable bamboo pulp packaging for refills. This iterative process emphasized removing plastic and enhancing product design, with continuous improvements to both the deodorant and its packaging to maximize sustainability and functionality.
Launching the Business
The launch of Wild was marked by building a strong online community and leveraging pre-sales, generating £200,000 in sales in the first month. Initial funding included £500k from angel investors, followed by a £2m round led by JamJar, former Innocent founders. These funds facilitated growth, including professionalizing the website and diversifying marketing channels. Despite the chaos typical of high-growth startups, the company achieved over £5 million in sales in its first year and scaled rapidly.
Earnings
Wild is currently trading at around £25 million in annual recurring revenue and has seen substantial growth, with a focus on increasing retail presence and expanding into new markets. Retail accounts for 20% of sales, with plans to boost this to 50% within two years. The company is also entering the US and Australian markets, aiming to improve profitability amidst economic challenges. Wild’s efforts include enhancing average order value and lifetime value through new product introductions.
