Ethical Bedding kicks off crowdfunding campaign as it builds ‘Ethical Empire’ after rejecting Dragon

A luxury bedding brand with sustainability at its core has officially launched its first crowdfunding campaign via Seedrs, inviting investors who align with its brand values to own part of the company.

Ethical Bedding will use the capital raised from its £100k fundraising target to drive further growth by investing in three core focuses: People, Products and Brand. As a data-driven and digital-first D2C brand, a portion of the raise has been allocated for a best-in-class website rebuild and creative content refresh, which will mean a truly immersive mobile-first and web experience for customers.

Young entrepreneur James Higgins founded the certified BCorp in 2020 when he gave up his 10-year career in financial technology after realising that it was taking a toll on his health, and importantly, his sleep. Having worked on several ‘side hustles’ over the years, his wealth of experience in e-commerce brands allowed him to create a business that would not only enrich peoples’ lives but fundamentally make the world a better place.

Following its recent appearance on BBC’s business reality TV show, Dragons’ Den, where an investment offer of £150k from Touker Suleyman was respectfully declined, Ethical Bedding is continuing its mission to build an entire ‘Ethical Empire’ whilst inspiring other companies to champion sustainable practices.

Founder of Ethical Bedding, James Higgins, commented: “2023 has been a momentous year so far for Ethical Bedding, having gained increasing recognition for our ethical and environmental approach to business, especially since our appearance on Dragons’ Den just a few weeks ago.

“Now in our third year of business, we are finally running profitably and are ready to hit serious scale. We are well positioned to do so having experienced 700% organic growth over the past 12 months and record-breaking revenue figures – all whilst building a deeper connection with our existing customers.

“Our primary focus for 2023 is to leverage the brand with current and new product propositions, increase organic social reach on multiple channels by offering genuine value-add in the sleep and wellness space, and expand our national retail network into high street stores across the UK and Ireland. This crowdfunding campaign will help us raise the necessary funds to do so, whilst upholding our commitment to sustainable practices.”

Ethical Bedding offers a high-quality, premium range of products including organic eucalyptus duvets, sheets, pillows, fragrances and sleep accessories. Its recently launched NatureCore Luxe Mattress provides maximum comfort whilst ensuring a minimal impact on the environment.

Dedicated to maintaining a 100% ethical production and supply chain, the company currently pledges 1% of its annual income to global sustainability initiatives and plants one tree for every purchase made – with the aim of planting a total of 100,000 new trees by 2025.

A luxury bedding brand with sustainability at its core has officially launched its first crowdfunding campaign via Seedrs, inviting investors who align with its brand values to own part of the company.

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