Sustainable babycare brand Pura has appointed Andy Johnson as its first chief financial officer.
Previously finance director at online electricals retailer AO.com, Johnson’s experience in fmcg began in 2009, when he joined Nichols as group financial controller. He left the Vimto owner in 2020, having reached the position of finance & supply chain director.
In his role at Pura, which specialises in plastic-free wipes and eco-friendly nappies, he would work “to build and evolve the company’s growth trajectory and strategy” the brand said. This would take the business “through its next stage as it builds scale from a sales and cash perspective as well as growing its team and capability”.
Johnson joins Pura at a time of rapid growth. Having launched online in June 2020, the startup this month made its high street supermarket debut, rolling 11 SKUs into Asda.
That came after Pura was one of five winners in November 2020 of the Sky Zero Footprint Fund, securing £250k of the broadcaster’s ad space. That was followed in January by £4m of funding through private equity firm Maven Capital Partners.
Johnson was “delighted to join an entrepreneurial business looking to disrupt the baby and wipe categories and embark on its next stage of growth” he said. “Having met the team, it is clear there is a common goal, and I look forward to playing my part in achieving our goals and help reduce the impact our category has been having on our planet.”
Pura CEO Guy Fennell, who founded the brand with his wife Abi, added: “We’re truly delighted to welcome Andy to the Pura family at this exciting time in our journey. Andy has vast experience gained across several roles, which will be invaluable as we look to grow profitably in the future.”
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