Allday Goods raises £765,000 pre-seed to launch recycled-plastic knives, enter new markets
This article covers Allday Goods, an ecommerce startup that has raised £765,000 in a pre-seed funding round to support new product releases and expansion into new markets. The funding will support product expansion and market entry, affecting consumers and the sustainable consumer goods segment in the UK ecommerce ecosystem.
Allday Goods, an ecommerce startup that makes chef-quality knives from recycled plastic, has raised £765,000 in a pre-seed funding round to support new product releases and expansion into new markets. The raise follows several successful London pop-ups and online drops that have sold out quickly, and comes as the company seeks to scale distribution while retaining its design-led, pragmatic approach to sustainability.
Why it matters
This round matters because Allday Goods is one of a growing number of consumer-focused brands that have reached revenue-positive status before taking meaningful external capital. The company says it is already profitable with minimal outside investment to date, suggesting product-market fit in a crowded direct-to-consumer landscape.
The brand’s model — turning plastic waste into everyday kitchen tools — also sits at the intersection of sustainability and lifestyle design, a combination that can drive repeat customers and press attention. Collaborations with names such as Ottolenghi, Soho House, Maldon Salt, Kerrygold and Paul Smith have raised its profile in both food and fashion circles, and features in The World of Interiors and Esquire have amplified demand for its limited drops.
Inside the product
Allday Goods started with a practical focus: colourful, durable knives intended for everyday use. Founder Hugo Worsley, an ex-chef, began prototyping in his parents’ shed with a toastie maker and early recycled-plastic knife designs. The company’s approach emphasises limited releases, illustrated brand design and products that aim to be used rather than displayed.
Materials and manufacturing choices are central to the narrative: taking plastic waste and converting it into tools that compete with traditional kitchenware on durability and aesthetics. That combination of craft, sustainability and recognisable design has helped generate community buzz and repeat sell-outs.
Who are the investors?
The £765,000 pre-seed round was led by FIGR Ventures, with participation from Anotherway Ventures, Machroes Holdings and individual investor Tom Gozney. As part of the investment, FIGR Ventures has taken a board seat.
FIGR says it first noticed Allday Goods through editorial coverage and judged the business on its community traction, design credentials and early commercial performance. The capital will be used to fund product expansion and entry into new markets while the company retains its current brand-building approach.
In the announcement, Ellie Craig, Portfolio Director at FIGR Ventures, said:
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.
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Founder perspective
In the announcement, Hugo Worsley, Founder at Allday Goods, said:
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.
Worsley’s background as a chef informs both product choices and the brand’s relationship with food-focused collaborators. The funding is described as selective and designed to accelerate specific launches rather than transform the business overnight.
The bigger picture
The deal highlights ongoing interest from ecommerce investors in consumer brands that pair sustainability with distinctive design and clear retail demand. For the UK startup ecosystem, Allday Goods is an example of a maker-led business progressing from local pop-ups and editorial exposure to institutional backing while preserving an earned community.
As early-stage capital flows into consumer product companies, the real test will be sustaining margins and distribution momentum as brands scale beyond initial drops and collaborations. Allday’s profitability before this round gives it a different starting point to many pre-revenue consumer launches, and it will be watched as it moves into broader markets across the UK and potentially Europe.
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