Eco-friendly household brand, Who Gives A Crap, is deepening its presence in the UK through a series of high-impact partnerships spanning retail, charity and foodservice sectors. Each collaboration reflects Who Gives A Crap’s next phase of growth, pivoting the brand from its roots as a direct-to-consumer subscription business to reach new customers in more places.
The expansion follows a 17% jump in revenue to £45.5m for Who Gives A Crap in FY24, driven by the sustained demand from British consumers for eco-friendly products that not only look good but feel good.
Expanding reach through Brakes
Who Gives A Crap has joined forces with Brakes, the UK’s leading foodservice wholesaler, to bring its eco-friendly products to pubs, restaurants, hotels, hospitals, schools, and care homes nationwide. Brakes will unlock new consumer groups for Who Gives A Crap, expanding its reach across both independent and national customers, as well as beyond its core accommodation and office sectors into the education and care space, areas of particular focus for Who Gives A Crap in 2026.
Brakes will distribute packs of 48 Bamboo rolls and 48 recycled rolls across its 23 depots to its customer base of over 20,000.
Driving purpose with Oxfam
Built on shared values and a joint commitment to positive global impact, Who Gives A Crap has established a new retail channel with Oxfam. Who Gives A Crap’s iconic wrapped individual rolls will be available to purchase in Oxfam’s over 200 stores, increasing Who Gives A Crap’s touch points with ethically minded shoppers.
The partnership extends to events and joint activations with other purpose-led brands in Oxfam’s network.
Sampling sustainability with HelloFresh
This Christmas, Who Gives A Crap will sample 77,000 of its Christmas-themed ‘The Sweet Edition’ loo rolls in HelloFresh boxes. Each limited-edition roll, wrapped in whimsical designs inspired by festive sweet treats, not only delivers holiday cheer but comes with a discount card offering 20% off your first order. The collaboration puts the brand directly into the hands, and bathrooms, of new customers during the busiest retail season of the year.
Festive fun with John Lewis
From 30 November to 6 December, Who Gives A Crap will feature in the John Lewis Foodhall window on Oxford Street. The cheeky festive installation, dubbed the “Sugar Bum Bakery” is expected to attract over 190,000 visitors. Offering a playful take on festive bathroom sprucing, shoppers will be offered 50p off the limited-edition Christmas rolls, reinforcing ties with Waitrose ahead of 2026.
Together, these partnerships reflect Who Gives A Crap’s evolution from disruptor to established player, scaling its impact while staying true to its 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.
Anna Dominey, general manager, Who Gives A Crap UK, said: “We know shoppers are looking for products that are good for the environment as well as joyful and affordable, especially at Christmas. Who Gives A Crap’s iconic loo rolls and household essentials meet that need, and these new partnerships make our range even easier to find. Whether it’s the weekly shop, the workplace, or when browsing the high street, we’re proving that making sustainable choices doesn’t have to be complicated.”
