PURA (The Eco-Friendly Baby Brand) Procures A £20M Valuation

Pura (the eco-friendly baby brand that launched in June 2020) has received £4.25 million in Series A funding, led by the investment firm Maven Capital Partners.

Guy and Abi Fennell launched Pura as new parents, with the aim of encouraging others to turn towards a more sustainable parenthood journey.

“Pura started out as a small business with very big ideas, and our success in such a short space of time has demonstrated that we have a viable business model, with strong growth potential. The investment is testimony to this. Maven’s expertise will help us to scale up to the next level in 2022. Ultimately, the funding will help us to make it even easier for parents to make a positive change, and to switch to baby care that is good for the planet, and their baby,” said Guy.

Led by Guy Fennell (an experienced fast moving consumer goods retailer and entrepreneur), and supported by an experienced senior management team, Pura has ploughed a significant amount into research and development since its inception.

Their recent investment will fund further product innovation (with additions to its eco range planned this year), and Pura’s expansion into bricks and mortar, which began with its debut in Asda on April 9th.

Now, the Cheshire-based business is on a mission to “democratise eco” for all parents, with their multi-accredited, affordable, 100% plastic-free baby wipes, and eco-friendly nappies.

Pura’s distinctive marketing (featuring playful activist “spokesbabies”) has received critical acclaim, which earned the brand £250,000 in advertising value in the Sky Zero Footprint Fund.

Determined to use business as a force for good, the Pending B-Corp and Carbon Neutral brand is the only business to be recycling millions of nappies in Wales, annually, through its Pura NappiCycle partnership.

Find out more here: https://mypura.com