Piglet: Women-led online homeware startup from West Sussex, raises £6M for growth in UK, EU and US


Of late, people are increasingly investing both time and money into more thoughtfully curating their home environments. The COVID-19 pandemic-imposed lockdowns have further accelerated this trend. At the same time, the rise of social media has turned private spaces public, thereby making people consider utilities as fashion purchases. Eventually, consumers are gravitating towards brands that offer stylish, sustainable, and comfortable home products.

Piglet is a British direct-to-consumer homeware brand behind a range of high-quality and low-maintenance linen products and other soft home goods. Recently, the company raised $8.5 million (nearly £6 million) in a round led by Active Partners, a London-based consumer-focused investment firm.

Focuses on international expansion

The fresh funds are Piglet’s first outside capital. They will be used to internationally scale the business, expand the brand’s product offering, and build the team of Piglet in the UK, Europe and North America. In addition, the Piglet team aims to nearly double its size by 2022, with the company hiring in the UK, US, Germany, and France.

Besides this, Stuart Grant, co-founder and chairman of leading British apparel brand Mint Velvet with extensive experience and expertise in the apparel, lifestyle and homeware sectors, will join Piglet as Chairperson.

Jessica Mason, CEO and Founder of Piglet, said: “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, said: “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.”

3x growth in revenue amidst pandemic

Jessica Mason launched Piglet in 2017 after spotting a demand in the market for quality, and natural bedding. Piglet quickly gained a loyal following among lovers of high-quality, responsibly-sourced homeware products. The company offers a range of durable, 100% natural stone-washed flax-linen products that get softer with wear, including bedding, sleepwear and home accessories. Piglet’s signature 100% flax linen is sourced in small batches, meaning no part of the plant is wasted, while the process also uses less water than cotton.

Currently, the company runs 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. Since its launch, Piglet’s focus on high-quality products, presentation, and personal customer engagement pre-and post-sales have attracted a growing customer base. During the pandemic last year, the company has more than tripled its revenues.

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. Its products are available for purchase online at Selfridges and John Lewis and in-store at Fortnum & Mason.