Wild Co Founders Gain £100 Million from Unilever Acquisition

The sustainable bathroom product company Wild has been acquired by Unilever in a deal that reportedly netted its co-founders nearly £100 million. While the terms of the acquisition remain undisclosed, the valuation of Wild is believed to be around £230 million.

Founded six years ago by entrepreneurs Charlie Bowes-Lyon and Freddy Ward, Wild began its journey by selling refillable deodorants made from natural ingredients. With sales hitting £46.9 million and a pre-tax profit of £509,000 for the year ending December 2023, the brand has made significant strides in the competitive retail landscape.

The acquisition follows Unilever’s strategic aim to expand its portfolio of sustainable brands. Speaking to The Times, Bowes-Lyon noted that their partnership with Unilever could help overcome challenges, including increased import costs from tariffs affecting their aluminium product packaging.

Bowes-Lyon also expressed optimism about Wild’s growth trajectory, particularly in the American market where sales have tripled over the past two years. Despite previous concerns regarding the political climate, he believes there is a substantial customer base in the US that values sustainability.

The co-founders faced initial difficulties securing investment for Wild, eventually raising £500,000 through angel investors. Following a successful launch during the pandemic with sales reaching £200,000 in the first month, the company quickly expanded its product line beyond deodorants to include body wash, hand wash, and lip balms.

As part of the acquisition deal, Bowes-Lyon must complete a two-year earn-out, which involves meeting ambitious sales targets. The path ahead seems promising for Wild, thanks to Unilever’s extensive distribution networks and a commitment to sustainable innovation.