Sustainable babycare and cleaning brand Kit & Kin has pulled in £92k in a secondary sale of shares that valued the company at £31.1m.
Co-founded by ‘Baby Spice’ Emma Bunton and baby toiletry veteran Christopher Money, Kit & Kin sells hypoallergenic, plant-based nappies and cleaning products both online and through retail, and has an exclusive supply agreement with 250 nurseries.
The brand has grown steadily over the past few years, building from £7.9m turnover in FY23 to £10.8m in the 12 months to 31 March 2025.
Taking £8.7m in revenue over the eight months to 30 November 2025, the company has now reached an annualised run rate of £16.2m as of January 2026, with the new round intended to fund ambitious plans for further growth.
The raise followed an oversubscribed £700k crowdfunding round in May 2024, much of which remains to be deployed, according to Money.
“Since our last crowdfund, the business has moved forward at pace,” he told investors on fundraising platform Crowdcube.
As well as “scaling the foundation” with nappy and wipe sales growth, Kit & Kin plans to bring in revenue with new product development, including an overnight nappy launch in partnership with Peter Rabbit IP owner Frederick Warne & Co.
Further launches will expand the brand’s presence in the cleaning market, which Money called a “major growth engine”.
“The UK household cleaning market alone is worth several billion pounds annually, and we see substantial opportunity to extend our range further across everyday, repeat-purchase categories. This category is also proving highly attractive for international distributors, providing a scalable route to grow the brand outside the UK.”
Outlining plans to launch in France and Germany direct to consumer, and through distributors in Poland and Scandinavia, the brand has engaged partners to launch into India and Saudi Arabia.
The company is also preparing for a “phased” US market entry that would rely on the brand’s sustainability credentials, formulation standards and brand storytelling to win share.
Money had put up 217,241 of his own shares up for the secondary sale, which could have raised up to £250k – though said the team had met its target by reaching £92k by 27 January.
“Thanks to the incredible support from our investor community – with 164 investors backing the raise alongside a number of external investors – we’ve now met our target and will be closing the round ahead of schedule,” he said.
“I want to say a genuine thank you to everyone who has backed the brand. We’re very excited about what’s to follow and can’t wait to start delivering on the plans we’ve shared.”
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