Allday Goods is proving that consumer hardware can still win VC, turning landfill plastic into sold-out design-led knives.
We don’t get many press pitches about consumer brands these days, so when I heard about a kitchen knife company that had raised VC funding, my interest was piqued.
Allday Goods is an East London-based kitchenware brand crafting colourful, chef-quality knives. Ex-chef Hugo Worsley started making knives using recycled plastic and a toastie maker in his parents’ shed.
Allday Goods transforms plastic destined for landfill into knife handles, collecting, cleaning, shredding, and remoulding it into durable new forms. The brand quickly built a loyal following, with queues forming around the block for London pop-ups and online drops selling out in minutes.
Now, Allday Goods has its sights set on becoming a kitchen staple, a vision that is edging closer to reality with a £765,000 cash injection led by FIGR Ventures. FIGR joins founder Hugo Worsley and existing backer Tom Gozney (Gozney Pizza Ovens) on the board as Allday Goods enters its next phase of growth.
The round also includes Anotherway Ventures, Machroes Holdings (the family office of Lord Mervyn Davies) and a group of angel investors, including reinvestment from Gozney.
Allday Goods is already profitable with minimal external investment to date, challenging the status quo in the venture capital space.
With new investment and strategic support secured, Allday Goods now enters its next stage of growth without losing the creative edge that defined it from the beginning.
Hugo Worsley, Founder, Allday Goods, commented:
“This is a huge moment for us. We’ve built Allday slowly and intentionally over the past few years, so having people we genuinely admire backing the next chapter feels incredibly special.”
Allday Goods has collaborated with Ottolenghi, Soho House, Maldon Salt, Kerrygold and Paul Smith, and appeared in The World of Interiors and Esquire. In fact, it was in the pages of Esquire that FIGR’s Portfolio Director Ellie Craig first discovered Allday Goods.
Ellie Craig, Portfolio Director, FIGR Ventures, added:
“I’ve followed Allday for years. Drops selling out in seconds and a community that can’t stop talking about the brand – this is what a cult following looks like. Hugo and the team have built something with exceptional foundations of sustainability, craft and a unique design language.
Now is the moment to take Allday from cult status to a kitchen staple.”