Deal Type
Growth Capital

Initial Investment
February 2022


Growth Capital | VCTs
NPIF Maven Equity Finance


Pura is a fast growing baby care brand which specialises in eco-friendly baby wipes and nappies. The business is led by Guy Fennell, an experienced fast moving consumer goods (FMCG) retailer and entrepreneur, and supported by an experienced management team, who have held senior roles at AO.com, Next and Unilever,

Since it launched in 2020, the Cheshire based business has experienced rapid growth driven by the quality of its products and environmental credentials. Pura’s plant based wipes are 100% plastic free, biodegradable, and compostable, and are accredited by both the British Skin Foundation and Allergy UK.

The business has a large addressable market and a competitively priced product, positioning Pura in the sweet spot of consumers looking to move away from traditional, established brands to more agile and eco ethical brands.



Pura represents an exciting opportunity for our investors to back a high growth FMCG brand with strong environmental credentials and which has developed an innovative range of products for both consumers and large retailers. Pura has achieved considerable scale in a short period of time, led by an experienced and credible management team who have personally invested heavily into the company. Given the quality of the business and the wider macro sentiment around environmental and sustainable brands, we see strong growth potential over the coming years.

James Rosthorn, Senior Investment Manager at Maven

Meet the lead executive(s)

James Rosthorn
James Rosthorn

Investment Director

Dean Cox
Dean Cox

Investment Director

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