Melbourne consumer brand Who Gives A Crap has distributed more than A$50 million to global sanitation initiatives as it expands into mainstream supermarket chains worldwide.
The company, which gives half of its profits to water and hygiene projects, is now mapping a growth path aimed at generating A$100 million in annual donations by 2050. That target requires building a commercial footprint large enough to challenge legacy paper giants such as Kimberly-Clark.
From web stunt to supermarket shelves
Co-founders Simon Griffiths, Danny Alexander and Jehan Ratnatunga launched the business in 2012 by raising A$50,000 through a 50-hour crowdfunding web feed. Bootstrapped for its first nine years, the company took outside institutional funding in 2021 and expanded its workforce to nearly 300 employees.
While direct-to-consumer delivery drove early revenue across Australia, the United States, Britain, Canada, France and Germany, long-term growth now depends on physical grocery distribution. In the United States, placement with Whole Foods Market opened access to shoppers who do not buy paper goods online. Supermarket distribution across Australian chains followed a similar pattern, forcing the brand to compete directly against entrenched multinational FMCG lines on store shelves.
Targeting global scale in paper goods
Entering physical stores presents distinct margin and packaging challenges for direct-to-consumer challengers across the Asia-Pacific region. Brand visibility in high-traffic aisles requires heavy inventory commitments and immediate shelf recognition, especially in staple categories where consumers buy on autopilot.
The company plans to use expanded supermarket listings in North America and Europe to fund its target of A$100 million in yearly charitable disbursements by 2050.