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Norwich based close their £260k seed round with support from Anglia Capital Group

Updated: Jan 23, 2023 are a Norwich-based start-up with a big vision. They approached Anglia Capital Group in early summer 2022 with their engaging pitch and passion for sustainability and were successful in securing investment through the Anglia Capital Group members.

“Thomas and Hugo from pitched with genuine passion and enthusiasm, it was this alongside their clear business plan and industry knowledge which made them stand out to our investors. We’re excited to see this local company making strides towards helping consumers make more sustainable choices and extremely proud to be a part of their journey.” Hannah Smith, Managing Director, Anglia Capital Group. is making “sustainable shopping”, just “shopping”. Using an impact calculator and central marketplace brings ethical brands selling better impact products into one place which shows the carbon emissions, water waste, and plastic waste, saved per product compared to their mainstream counterparts. Making it easier to purchase with a purpose. The vision is to build the world’s largest community and database of climate-conscious shoppers and consumer product impact.

The platform allows customers to browse and discover products from a variety of categories including clothing, skincare and beauty products, homeware, food and drink, cleaning products and more.

“The climate crisis is forcing consumers to re-evaluate their shopping habits. We can see that consumers aren’t seeing the changes they want to see, so they’re taking it into their own hands to tackle the problem and feel better and more in control. However, finding genuinely sustainable, ethically made products isn’t straightforward. At we’re seeking to address that with our multi-vendor marketplace for sustainable products.” Thomas Panton, Co-Founder,

The product pages will display simple labels and certifications to show how each product meets sustainability criteria. Customers can also browse by these criteria, whether by vegan, plastic-free or Fairtrade.

The platform provides accessible and easy to understand educational content including swap pages that allow customers to select different products to see how they can swap for greener alternatives and buy them today.

The team are also working to “gamify” the process of shopping more sustainably by providing impact stats on CO2, plastic, and water saved for products sold on their platform, when compared to the ‘mainstream’ equivalent, encouraging consumers to purchase with a purpose and keep track of their impact alongside the community.

We recently experienced one of the hottest, driest summers on record and the climate crisis is top of mind for many people and angel investors are no exception. Anglia Capital Group are seeing a consistent trend towards investments into green technologies, clean-tech and companies focusing on sustainability.

“Early-stage investment is pivotal in driving the change we need to see to hit Net Zero. Startups can move faster, more accurately, and more fluidly, so it makes sense for them to be funded appropriately to solve these issues.” Thomas Panton, Co-Founder, Anglia Capital Group’s Members have supported the rapid growth of 50 companies to-date by sharing, not only their capital, but also their personal experience and knowledge from their own diverse careers.


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