For someone trying to sell Fairtrade, organic and eco-friendly products in a recession, the boss of Ethical Superstore is surprisingly upbeat. Charlie Wright finds out why
According to boss Andy Redfern, the mantra 'buy what you believe' sums up Ethical Superstore perfectly. Little surprise, then, that it also forms part of the online retailer's mission statement.
Selling everything from groceries to toys, books and electronic appliances, Ethical Superstore is, as the name suggests, a one-stop virtual shop for all things ethical. Despite the recession, Redfern believes ethical food and drink has reached a tipping point and that the store is at the forefront of a retail revolution. It's a bullish stance, but on the eve of Fairtrade Fortnight, a timely one.
The business originated as a marketing agency for Fairtrade clients in 2004. A £300,000 injection from a venture capital group allowed Ethical Superstore to launch in earnest two years later.
"We appreciated the need for a one-stop shop," says Redfern, who spent eight years with Traidcraft before co-founding Ethical Superstore with chief innovation officer Vic Morgan. "You could get your coffee from Cafédirect and a smattering of products from the supermarkets, but there was no one place to buy everything. We decided selling only Fairtrade products was not viable so we added organic, eco-friendly, recycled and so on."
The business has grown substantially and now stocks more than 3,000 products ranging from degradable bin liners to Divine Chocolate. It turned over £400,000 in December alone - 50% up on the same period in 2007 - and sales last month were up 45% on January 2008.
About 40% of the website's sales are food and drink, many of which are generated by Google searches for brands that have been de-listed by the supermarkets. The company's free-delivery threshold of £15 gives the business a USP over its rivals, he adds: "We work hard to compete on price [but] want it to be our service that stands out."
Though the recession is hitting consumer wallets, Redfern is confident Ethical Superstore will be okay. "There are dynamics that make us less concerned about the recession," he says. "Buying Fairtrade is a complex decision. There's not just a 'me' benefit but a 'whole world' benefit. That decision, for many, is not reversible."
The retailer is also winning over suppliers. "We have got to the point where we are visible enough for suppliers to approach us rather than us going to find them," Redfern says. "We are keen to be the place where the brand is the star. On the food and drink side, there is lots more we can do. We are experimenting with fresh, frozen and chilled, but we are not about to launch these soon."
Before that is the small matter of the imminent launch of euro and dollar versions of the website. In the UK, meanwhile, the retailer recently launched a nationwide vegetable box service. Counter-intuitive in a recession? Perhaps, but Redfern buys into what he believes and so, he believes, will consumers.
According to boss Andy Redfern, the mantra 'buy what you believe' sums up Ethical Superstore perfectly. Little surprise, then, that it also forms part of the online retailer's mission statement.
Selling everything from groceries to toys, books and electronic appliances, Ethical Superstore is, as the name suggests, a one-stop virtual shop for all things ethical. Despite the recession, Redfern believes ethical food and drink has reached a tipping point and that the store is at the forefront of a retail revolution. It's a bullish stance, but on the eve of Fairtrade Fortnight, a timely one.
The business originated as a marketing agency for Fairtrade clients in 2004. A £300,000 injection from a venture capital group allowed Ethical Superstore to launch in earnest two years later.
"We appreciated the need for a one-stop shop," says Redfern, who spent eight years with Traidcraft before co-founding Ethical Superstore with chief innovation officer Vic Morgan. "You could get your coffee from Cafédirect and a smattering of products from the supermarkets, but there was no one place to buy everything. We decided selling only Fairtrade products was not viable so we added organic, eco-friendly, recycled and so on."
The business has grown substantially and now stocks more than 3,000 products ranging from degradable bin liners to Divine Chocolate. It turned over £400,000 in December alone - 50% up on the same period in 2007 - and sales last month were up 45% on January 2008.
About 40% of the website's sales are food and drink, many of which are generated by Google searches for brands that have been de-listed by the supermarkets. The company's free-delivery threshold of £15 gives the business a USP over its rivals, he adds: "We work hard to compete on price [but] want it to be our service that stands out."
Though the recession is hitting consumer wallets, Redfern is confident Ethical Superstore will be okay. "There are dynamics that make us less concerned about the recession," he says. "Buying Fairtrade is a complex decision. There's not just a 'me' benefit but a 'whole world' benefit. That decision, for many, is not reversible."
The retailer is also winning over suppliers. "We have got to the point where we are visible enough for suppliers to approach us rather than us going to find them," Redfern says. "We are keen to be the place where the brand is the star. On the food and drink side, there is lots more we can do. We are experimenting with fresh, frozen and chilled, but we are not about to launch these soon."
Before that is the small matter of the imminent launch of euro and dollar versions of the website. In the UK, meanwhile, the retailer recently launched a nationwide vegetable box service. Counter-intuitive in a recession? Perhaps, but Redfern buys into what he believes and so, he believes, will consumers.
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