# smol

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/smol

- Industry: Consumer Products
- Headquarters: Crawley, UK
- Website: www.smolproducts.com
- Total disclosed funding: $44M
- Latest round: Series B (May 10, 2021)
- Investors on record: 5

## About

smol Ltd. is a UK-based company focused on providing concentrated, eco-friendly home cleaning products that deliver convenience and sustainability to consumers. Their innovative products are designed with a commitment to reducing environmental impact.Founded in 2018 in Crawley, UK, smol Ltd. develops and distributes sustainable home cleaning solutions. The company was established by founders David Thomas, Nick Green, Paula Quazi, and Stephane Lecourbe. Smol has successfully raised GBP 24 mn in SERIES B funding in May 2021, led by Eight Roads Ventures, with participation from Balderton Capital, GV, JamJar Investments, and Latitude Ventures. This funding round marked the second major investment for the company since its inception, reflecting its growth trajectory in the eco-friendly cleaning market.smol specializes in the development and distribution of innovative, concentrated home cleaning products that prioritize sustainability and convenience. Their core offerings include laundry liquid, foaming handwash, washing up liquid, fabric conditioner, laundry capsules, dishwasher tablets, and multi-purpose spray. These products are designed to effectively clean while minimizing environmental impact, featuring 100% plastic-free packaging and vegan formulations that cater to eco-conscious consumers. Released with the aim to redefine home cleaning, smol's products serve a diverse clientele, ranging from environmentally aware households to individuals seeking effective cleaning solutions without compromising on sustainability. These products are available primarily in the UK, with expansions into other European markets, emphasizing their commitment to reducing single-use plastics and carbon emissions in various regions.In the most recent fiscal year 2023, smol reported a revenue of GBP 38,272,334.40, with an EBITDA of GBP -6,314,936.60. The company operates on a direct-to-consumer model utilizing a subscription-based system that allows customers to receive their preferred cleaning products at regular intervals. The pricing strategy includes competitive rates, such as GBP 6.25 for laundry liquid and GBP 2.00 for laundry capsules, fostering accessibility and encouraging repeat business. Through their subscription model, customers can select a 'home bundle' of flagship products for a promotional price of GBP 10, demonstrating the company's focus on providing value while promoting sustainability. This transactional framework supports smol’s revenue generation, leveraging customer loyalty and convenience to drive growth within the eco-friendly cleaning market.Following the GBP 24 mn raised in SERIES B funding on May 10, 2021, smol Ltd. plans to invest in new product development and expand its market presence in other European regions. The company is actively designing new cleaning products aimed at enhancing its existing lineup, while targeting specific European markets for expansion. The recent funding will support these initiatives, allowing smol to continue its mission to provide sustainable cleaning solutions and grow its customer base across Europe.

## Funding rounds

- Series B, May 10, 2021, $34M — Eight Roads Ventures, Balderton Capital, GV, JamJar Investments, Latitude Ventures
- Series A, Jul 21, 2020, $10M — Balderton Capital, JamJar Investments

## Investors

- Balderton Capital (https://capitalatlas.ai/funds/balderton-capital) — Series A, Series B
- JamJar Investments (https://capitalatlas.ai/funds/jamjar-investments) — Series A, Series B
- Eight Roads Ventures (https://capitalatlas.ai/funds/eight-roads-ventures) — Series B
- GV (https://capitalatlas.ai/funds/gv) — Series B
- Latitude Ventures (https://capitalatlas.ai/funds/latitude-ventures) — Series B