Who Gives A Crap UK sees record sales surge post-global campaign
Eco-friendly toilet paper brand reported an 18% revenue increase and tripled operating profit, driven by a global advertising campaign and stabilizing shipping costs
The UK branch of eco-friendly toilet paper brand Who Gives A Crap has reported record sales following a successful global advertising campaign that significantly increased demand for its bamboo toilet paper.
The Melbourne-based company, a subsidiary of Australian distribution firm Good Goods Ltd, saw its revenue rise by 18% to nearly £39 million for the fiscal year ending June 30, 2023, up from £32 million the previous year. The company’s operating profit also saw a substantial increase, more than tripling from £345,000 to £1.2 million during the same period.
Who Gives A Crap attributed this financial growth partly to the stabilization of global shipping costs as supply chains returned to normal post-Covid-19 disruptions. In a report filed with Companies House, the company stated it anticipates maintaining this level of trading “for the foreseeable future”.
The company, which donates 50% of its profits to clean water non-profit organizations, launched its first investment round in September, raising over £30 million to support its expansion efforts. Verlinvest, the US-based capital firm behind oat milk brand Oatly and fair trade chocolate producers Tony’s Chocolonely, led the investment round. Verlinvest expressed enthusiasm for Who Gives A Crap, stating it “caters to a new generation of consumers who are seeking brands that have a positive impact”.
In a blog post, CEO Simon Griffiths outlined the company’s plans: “What we can tell you is that we’ll be entering new countries, making more products, scaling our sustainability initiatives and finding new ways to help our community make a positive impact on the world. All while reaching our goal of toilets and clean water for everyone faster than we’d ever thought possible”.
Who Gives A Crap was initially self-funded, launching in 2012 through a crowdfunding campaign. Since then, it has expanded its direct-to-consumer business, now operating in 40 countries including the US and Canada. Additionally, it has secured distribution in Australian stores and plans to expand to independent grocers in the US.
