Canopey.com, a new online marketplace for environmentally sustainable and eco-conscious brands has launched.
Set on simplifying the sustainable shopping journey and empowering shoppers of all ages to buy more consciously, Canopey is the first online UK retail platform to verify the green claims of every brand it signs up in line with the Green Claims Code, as well as provide customers with the CO2e, plastic and water savings that can be made with each purchase. Sustainability values which are vetted include vegan, plastic-free, compostable and recycling credentials.
As new research reveals that more than 2 in 3 (68%) British shoppers feel angry that brands and retailers’ green claims could be intentionally misleading them into making a purchase, Canopey’s mission is to guide customers through the growing minefield of ‘green’ claims and greenwashing. Bringing together a wide range of environmentally sustainable and eco-conscious retailers at launch, its product categories range from beauty and skincare, clothing, food & drink, through to homeware and cleaning products, including household brands KeepCup, Wild deodorant, Ocean Bottle and Serious Tissues.
Unique to the new platform is also an industry-first impact calculator which highlights the footprint of each product bought compared to the ‘mainstream’ alternatives allowing customers to track the positive impact of their shopping over time; as well as educational guides which take customers through swaps they can make in their day-to-day life.
Head-quartered in Norwich, Canopey was founded in a field. The brainchild of two friends and entrepreneurs with a shared passion for sustainability, the lightbulb moment struck three years ago when Thomas Panton after the better half of a decade campaigning for Greenpeace and working in the events industry, was working with Hugo Douglas-Deane, at a music festival. The pair stood in a sea of plastic waste at the end of a festival, angry that not enough was being done to stop the world filling with junk. This marked the beginning of their Canopey journey. They have since brought on a new founding member, Abrar Rauf, an avid climber and developer who gave up his job in The City to build a company that values sustainability.
Canopey founder and CEO Thomas Panton said: “We started Canopey to bring real trust to the sustainable shopping journey. There is no denying that people of all ages have become ‘greener’ in their purchasing habits in recent years, but – the bottom line is – the retail sector as a whole has a greenwashing problem. So it’s no wonder that shoppers continue to find it difficult to know which brands to trust when it comes to their sustainability credentials, and which are simply jumping on the bandwagon. As big brands and retailers are increasingly trying to mislead shoppers who care about sustainability, we absolutely need a trusted hub for sustainable living.
Our mission with Canopey is to streamline this process, with a retail platform that not only makes sustainable shopping convenient for everyone, but importantly educates shoppers in a tangible and non-preachy way on the positive impact of their purchases over time.
“But, when it comes to buying better, no one is perfect – it’s a journey. ” Panton goes on to say. “We want to encourage everyone to make their own choices, that are right for them, one step at a time. And there are lots of small swaps that can save you money. Reusable cups get you discounts in coffee shops, and we have a huge variety of quality, durable products from cleaning to cosmetics that are made to last much longer than the throwaway options, making them much cheaper over time.
To date, Canopey has raised more than £442,000 in investment – including the backing from globally-renowned startup ‘accelerator’ Techstars, and the ex-Managing Director of ContentCal, which was recently acquired by Adobe for a reported $100m+ figure; and is already on track to raise more early into 2024. The company has also successfully closed a crowdfunding campaign this year, with more than 350 investors snapping up shares in the business.
During its soft launch over the last three months, customers have already saved more than 1 tonne of CO2e, 500kg of plastic and 150,000 litres of water by shopping on the platform, with the numbers continuing to climb.
Mark Khoury, former chief analytics officer and a co-founding member at Fresha, a marketplace for beauty and wellness, used by millions worldwide to book beauty and wellness appointments, invested earlier this year. He says: “Canopey has set out to simplify the process of sustainable shopping, and is building a future where you don’t need to be an eco-warrior or a climate activist to better serve the planet. Its unique portal is miles ahead of the current options, empowering eco-conscious shoppers and investors alike to act on their values.”
For further information, visit Canopey.com
