Sustainable personal care brand grüum has acquired a majority stake in personalised vitamin and supplement supplier Everly Wellness, as grüum grows its group offering and continues to disrupt the personal care industry with premium products at an affordable price.
Taking a majority share in the business, grüum has invested a six figure sum to acquire the supplement brand. Bringing Everly into the grüum portfolio will see the brand supported by the expertise of the four co-founders and their team as they aim to cement its position in the vitamin and wellness market.
Established in 2016 by four co-owners Simon Leonard, Andy Shaw, Beth Sleigh and George Lagonikas – who met and worked together at Simon’s previous startup – grüum has become known for its sustainable, gender neutral range of personal care products including razors, skincare, haircare, bodycare and dental.
Focusing on offering a core range of low and no waste products, grüum is one of the fastest growing personal care brands in the UK with product award wins across both trade and consumer media, positive customer reviews and sales figures for their plastic-free shampoo bars reaching half a million units last year. The Stockport headquartered brand started out with its core team of four and has reached nearly 40 employees in its six years of business.
Disrupting the multi billion pound personal care industry, grüum has acquired Everly to complement its current product offering for consumers as the group sets its goals on expansion and growth in 2023. Business projections for grüum see the brand set for a 30% growth in turnover in 2023.
Everly was created by brothers Jason and Dexter Grima in 2017 and offers personalised vitamin and supplement subscriptions delivered in daily pouches for ease and convenience. With grüum as majority stakeholders in the business, they will look to support and elevate the brand to be seen as the ‘go to’ choice for consumers looking for a premium vitamin and supplement service that understands and supports their individual needs, through personalised nutritionist-developed plans.
Andy Shaw, co-founder of grüum, commented: “Everly is a perfect addition to our growing group as grüum continues to expand.
“Everly’s range of premium wellness products and their proprietary personalisation technology will really help us to strengthen and extend our D2C proposition and bolster our ambitious growth plans as we continue to be an agile and dynamic ecommerce brand that disrupts the mainstream narrative in the personal care category.
“Everly’s founders Jason and Dexter have created a brilliant service that helps so many to get the vitamins and supplements they really need and are personally tailored for them. We look forward to working with both Jason and Dexter as they continue to support the growth of the business in advisory roles, and we push the brand on its trajectory to become one of the market leaders for tailored nutrition and wellness.”
Jason Grima, co-founder of Everly, commented: “As a family run business, Everly was born from an idea we both had that quickly turned into a successful brand with a loyal audience turning to us for their vitamin and supplement needs.
“We’re pleased to see Everly become part of the grüum group and join Andy and the team as they continue to offer premium products focused on health and wellbeing. We will continue to stay close to Everly as advisors and look forward to watching it transition into its next stage of growth with the grüum team at the helm.”
