Investor and founder of AJ Bell, Andy Bell, backs menstrual care start-up Here We Flo
Here We Flo, a period care brand, has made headlines across the UK after Chelsea Football Club's women's team wore shorts adorned with simulated blood as part of a new partnership. The brand, co-founded by Susan Allen and Tara Chandra, is making waves in the £50 billion global market, traditionally known as 'sanitary protection' or 'sanitary hygiene'.
The £3 million investment in Here We Flo came from two prominent investors: Andy Bell, a businessman who built AJ Bell into a leading retail investing platform, and Fergus Lyons. Bell invested £2 million, while Lyons, a regular co-investor with Bell, contributed an additional £1 million.
This funding will be used to fuel marketing efforts and working capital for Here We Flo. The brand has already made strides in the market, becoming the second-biggest selling intimate hygiene brand on Amazon last year, trailing behind Procter & Gamble's Always range.
Here We Flo's products are now available at various retailers, including Boots, Holland & Barrett, Sainsbury's, Superdrug, and Tesco. The co-founders, Allen and Chandra, aim to create products that are better for the body and the planet, as well as to support people through various intimate hygiene investing needs.
In addition to the Chelsea FC partnership, Here We Flo has also collaborated with the Netflix series Sex Education on a co-branded product line. The brand is expected to announce another partnership next month.
With the new investment, Here We Flo plans to drive innovation in product development and consumer education. Both Allen and Chandra, as well as Bell and Lyons, hold significant stakes in the company. The future looks bright for this trailblazing period care brand.
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