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Wilton London product range

Eco-cleaning brand Wilton London has surpassed its initial £400K crowdfunding target as it targets 300% growth.

The B Corp startup – which makes laundry care and cleaning products with non-toxic, plant-derived ingredients – is currently overfunding, having so far raised £435K from 360 investors on Crowdcube with nine days left to go.

Wilton plans to use the funds to support new product and team development, as well as acquisition marketing to bolster its e-commerce offering.

The company has valued itself at £4m and was targeting 300% growth this year, it said. Its online shop had attracted more than 12,000 digital customers to date, it added.

It recently secured a national listing with Ocado. Its other stockists include Lakeland, Booths, Farmdrop, Holland & Barrett and Robert Dyas.

Prior to the raise, Wilton was fully boot-strapped and had achieved its growth organically, it said.

Co-founder Mike Perry said Wilton was “on a mission to become the best-loved eco-cleaning brand in the UK and to ultimately grow our eco-friendly and plant-based cleaning products offering across Europe”.

“Eco-friendly cleaning products are currently experiencing six times the level of growth of conventional products, creating a £500m gap in the UK market alone over the next four years”, he said.  

In April, the brand was selected for the Virgin Collective Impact Programme, a scheme designed to help ethical businesses maximise their potential.

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