In a venture landscape dominated by software and AI startups, East London based Allday Goods is proving that consumer brands can still capture investor attention with a compelling mix of sustainability, design, and community. The kitchenware company has secured £765,000 in fresh funding as it looks to scale its distinctive range of colourful, chef quality knives crafted from recycled materials.
Investor Backing Signals Confidence in Consumer Innovation
The funding round was led by FIGR Ventures, which now joins the company’s board alongside founder Hugo Worsley and existing investor Tom Gozney of Gozney. Additional participation came from Anotherway Ventures, Machroes Holdings, and a group of angel investors, including reinvestment from Gozney.
The funding marks a significant step forward for a brand that has grown steadily with minimal external capital, while already achieving profitability, an uncommon feat among early stage consumer startups.
From Shed Startup to Cult Brand
Allday Goods began as a grassroots experiment, with Worsley, a former chef, crafting knives using recycled plastic and improvised tools in his parents’ shed. What started as a small scale creative project quickly evolved into a distinctive brand known for its bold aesthetics and commitment to sustainability.
The company transforms plastic waste destined for landfill into durable knife handles. The process involves collecting, cleaning, shredding, and remoulding plastic into high quality materials that combine functionality with unique visual appeal.
This approach has resonated strongly with consumers seeking products that align with both environmental values and modern design sensibilities.
Building a Loyal and Engaged Community
One of Allday Goods’ defining strengths is its loyal customer base. The brand has built a cult like following, with long queues forming outside London pop up events and online product drops selling out within minutes.
This level of demand reflects not only the quality of the product but also the brand’s ability to create excitement and connection with its audience. Its success demonstrates how storytelling, craftsmanship, and sustainability can come together to drive consumer engagement.
Collaborations and Cultural Impact
Allday Goods has further strengthened its presence through collaborations with well known names such as Ottolenghi, Soho House, Maldon Salt, Kerrygold, and Paul Smith.
The brand has also been featured in publications including Esquire and The World of Interiors, helping to amplify its reach and reputation. Notably, it was through Esquire that FIGR Ventures first discovered the company, highlighting the role of media visibility in attracting investment.
Scaling Without Losing Identity
With new capital and strategic support, Allday Goods is entering its next phase of growth. The company aims to expand its operations and reach while maintaining the creative edge and craftsmanship that have defined its journey so far.
Worsley emphasised that the brand has been built intentionally over several years, making it particularly meaningful to bring on investors who align with its vision and values.
From Cult Favourite to Household Staple
Looking ahead, Allday Goods is focused on transitioning from a niche, cult favourite into a widely recognised kitchen staple. This involves scaling production, expanding distribution, and continuing to innovate in both design and sustainability.
The company’s journey reflects a broader shift in consumer preferences toward products that combine quality, aesthetics, and environmental responsibility. By staying true to its origins while embracing growth opportunities, Allday Goods is positioning itself to redefine what modern kitchenware can represent.
With strong investor backing and a dedicated community, the brand is well placed to carve out a lasting place in kitchens across the UK and beyond.
