63. Snuggy

Snuggy is a luxury loungewear brand delivering high-quality and cosy products to comfort the nation.

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Kitchen Table Award Shortlisted

For the entrepreneurs who spotted a gap in the market, and through sheer determination and little-to-no initial funding, have delivered a disruptive business idea.

Startups 100: Kitchen Table Awards

Founders: Jack Griffiths and Joel Pierre
Founded: 2019
Website: snuggy.com

Snuggy’s origin story is a bootstrapped-bonanza that every entrepreneur dreams of. Jack Griffiths and Joel Pierre didn’t expect much when they started the company in 2019. All they wanted was to make a few extra quid over winter, and so they launched from humble beginnings with just three products, and £40,000 in personal savings.

In two weeks, their mindsets were flipped. The Teesside-based startup had sold thousands of Snuggies and discovered that their customers were going crazy for the luxurious, fluffy hoodie sets. Recognising the golden opportunity that lay at their (toasty) feet, they set off on a mission to turn Snuggy into a global brand. 

All Griffiths and Pierre wanted was to make a few extra quid over winter, and so they launched from humble beginnings with just three products.

They almost make it look easy. In just three years, Griffiths and Pierre have snuggled up their product range from 3 to 70 and established a social media following of over 150 thousand followers thanks to savvy use of influencer marketing (and an incredibly cute matching Snuggy pet set for us all to ‘aw’ at).

But profit does not come at the sacrifice of purpose. Since launch, Snuggy has also donated over £10,000 worth of products and cash to local charities, hospices and care-homes, supporting the most vulnerable in their community weather the cost of living crisis this winter.

Griffiths and Pierre have snuggled up their product range from 3 to 70 and established a social media following of over 150 thousand followers.

Since launch, the company has grown to a team of ten, and recently moved into a 3000 sq ft warehouse to accommodate for its huge scale of operations. Up next, the world, as the two plan to expand the brand globally into EU, North American, and Japanese markets.

“We haven't even scratched the surface for the potential with Snuggy”, says Griffiths, “but we know the future is bright and exciting.” We see huge/hygge potential for this cosy company.

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