Eco-friendly household brand, Who Gives A Crap, has filed its FY24 UK accounts at Companies House, reporting a 17% increase in revenues, which rose to £45.5M in the UK over the period of 1st July 2023 – 30th June 2024.
The Australian headquartered firm, which has been operating in the UK since 2016, reported that its operating profits have more than doubled to £2.8M, up from £1.2M in fiscal year 2023, and £345K in fiscal year 2022. This sustained growth is due to sustained demand from British consumers for eco-friendly products that stand out on the shelf – and in the home.
Pivoting from its roots as a direct-to-consumer subscription business, Who Gives A Crap has continued to enjoy success from its physical retail partnerships, including with Waitrose, Ocado and smaller retailers like Modern Milkman.
In addition to a growing consumer base, the B2B division of the business has also seen strong growth. To date, the business now has more than 1,800 UK business customers now using its sustainable toilet roll.
Who Gives A Crap has continued to capitalise on this huge growth momentum, with new product launches in the last 12 months including bin bags, compostable food waste bags, and dog poo bags. It also recently launched a Bag for Life in partnership with Waitrose, in its first ever FMCG tie-up.
The strong results will aid Who Gives A Crap in its ongoing mission to give everyone access to clean water and a toilet through donating 50% of its profits to water, sanitation and hygiene (WASH) initiatives worldwide. In November 2024, Who Gives A Crap announced its annual donation of £2.43M to WASH services, bringing the total it has raised since its founding to over £9.8M.
Emily Kraftman, chief commercial officer at Who Gives A Crap, said: “These results show what is possible when you build a business model that balances purpose with performance. I’m proud to see the continued year-on-year growth of the business in the UK and our ability to deliver products that not only look and feel good to our customers but deliver impact on a global scale. “
