Piglet, a British direct-to-consumer homeware brand behind a successful range of high-quality and low-maintenance linen products and other “soft home” goods, has raised USD8.5 million (GBP6 million) in a funding round led by Active Partners, a consumer-focused investment firm.
The fresh funds, which are Piglet’s first outside capital, will be used to internationally scale the business, expand the brand’s product offering, and build out the Piglet team in the UK, Europe and North America. Stuart Grant, co-founder and chairman of leading British apparel brand Mint Velvet, will also be joining Piglet as Chairperson, bringing with him extensive experience and expertise in the apparel, lifestyle and homeware sectors.
Consumers are increasingly investing both time and money into more thoughtfully curating their home environments, with the recent lockdowns acting to further accelerate this trend. At the same time, the rise of social media has meant that private spaces have become increasingly public; as a result, product categories once considered utilities are now increasingly treated by consumers as fashion purchases. Within the broader “home” category consumers are gravitating towards brands which are not only stylish but also reflect a sustainable and comfortable lifestyle.
West Sussex-based Piglet has quickly gained a loyal following among lovers of high-quality, responsibly-sourced homeware products. The company offers a range of durable, 100 per cent natural stone-washed flax-linen products that get softer with wear, including bedding, sleepwear and home accessories. Piglet’s signature 100 percent flax linen is sourced in small batches, meaning no part of the plant is wasted, while the process also uses less water than cotton. Piglet’s products are available to buy online at Selfridges and John Lewis and in-store at Fortnum & Mason.
Founder and CEO Jessica Mason launched Piglet in 2017 from her mother’s West Sussex garden shed, having spotted a demand in the market for quality, natural bedding. Since launch, Piglet’s focus on high-quality products, presentation, and personal customer engagement pre-and post-sale have attracted a growing customer base: the company has more than tripled its revenues in the last year, with 98 per cent of Piglet’s customers rating the brand as ‘excellent’ or ‘great’ on Trustpilot. Today, the 32-strong company is run from a converted barn on the Knepp Estate in West Sussex, with a second base of operation in Illinois following rapidly-growing demand for Piglet linens in the US. Beyond its first-party product lines, Piglet has partnered with the likes of WoolOvers, Bloomsbury Publishing, The Laundress, anatomē and Kloris on capsule collections and collaborations in recent years.
Jessica Mason, CEO and Founder of Piglet, says: “We founded Piglet on the belief that a beautiful home can be effortless and comfortable, and that simple, high-quality and low-maintenance products can help bring this to life. From starting the business in my mother’s garden shed to reaching tens of thousands of customers with an ever-expanding range of products, it’s been an incredible experience so far. We’re thrilled to have Active Partners on board — whose focus on community-first brands and experience with founder-led businesses has already proven invaluable – to take the next step of Piglet’s journey together.”
Tom Profumo, Investor at Active Partners, says: “Piglet’s exceptional products, commitment to high-quality and responsible materials, and outstanding customer service have won over a rapidly-growing following. We’ve been impressed with the highly engaged community Piglet has built around its brand, and believe it will only continue to flourish; we’re delighted to support Jessica and her team to get Piglet into even more homes across the globe.”
Today’s investment will be used to power Piglet’s next phase of growth across Europe and North America as the company scales to meet international demand, enhance product development and expand its consumer offering.
