Biscuiteers has smashed a six-figure crowdfunding goal and appointed Childs Farm entrepreneur Joanna Jensen to its board.
The sweet treat gifting brand, launched by Harriet Hastings in 2007, will use the proceeds from the Crowdcube campaign to grow its global reach and continue to raise brand awareness in the UK.
It surpassed a £250k target on the crowd platform and is currently overfunding, with almost 300 investors backing the brand so far.
Jensen, who sold her baby and child personal care brand to PZ Cussons for £37m in 2022, joins the company as a non-executive director. She also invested an undisclosed amount in the business before the crowd round launched.
“Joanna brings a wealth of relevant experience to our board as we embark on the next stage of our growth journey,” Hastings said.
Jensen added: “I’ve been a Biscuiteers fan since Harriet founded the business and admire the imagination and excitement the brand has created. I’m thrilled to now be part of their continuing adventures.”
The luxury biscuit maker has grown turnover to £12m in the current financial year, delivering growth of 77% since Covid supercharged DTC sales in 2020.
It operates from a purpose-built factory in Wimbledon, hand-icing almost three-million biscuits a year. Last year, the brand registered 188,000 orders online and it trades in 176 countries.
This latest funding round marks the second time Biscuiteers has raised from the crowd after securing £1.2m in 2016.
In addition to its DTC sales, the brand, which counts Claudia Winkleman, David Beckham and David Walliams as celebrity fans, is stocked in retailers such as Selfridges, Harvey Nichols, Harrods, and Hamleys, and also owns two boutique icing cafés in London’s upmarket Belgravia and Notting Hill.
The corporate arm also creates bespoke biscuits for the likes of Yves Saint Laurent, Cartier and Christian Dior.
Biscuiteers also holds a licence for Paddington, Mr Men, Beatrix Potter, the Snowman, Monopoly and the Natural History Museum.
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