Two months later, Twipes sees an ‘overwhelmingly positive’ response from consumers after U.S. launch
After deciding to take a leap across the pond from London, England, to Buffalo, New York, Twipes have seen success in the U.S. market through new connections, positive consumer feedback, and a greater user base.
“The response to our U.S. launch has been overwhelmingly positive,” Twipes co-founder Elle McIntosh said. “Coming off a big win in the city of Buffalo, we have now got amazing connections to Western New York and inroads to the rest of the country.”
Twipes is a truly flushable and truly biodegradable wet wipe company with the goal of combating the issue of plastic pollution and infrastructure damage caused by regular wet wipes. This past February, the U.K. based company joined 43North, a program focused on helping portfolio companies develop in Buffalo in hopes of expanding into the U.S. market.
“After extensive market research, we knew that the American market was always for us,” McIntosh said. “We knew the U.S. market was 6 times bigger than the U.K. Market demand, competitive landscape, and the readiness of our product played crucial roles in determining the right time for us to enter the U.S. market.”
This past April, the team knew the time was right and launched Twipes in the States.
McIntosh is still overwhelmed by the amount of support the company has received since then. The newfound community has allowed Twipes to engage in a new market, expand globally, and reach a varied customer base.
“Coming from London, a huge city where everyone is completely consumed by the ‘work hard, play hard’ mentality, is completely different to a slower paced life in a smaller city,” McIntosh said. “Everyone here wants to see you win and wants to do their best to support.”
Despite their success and support systems, McIntosh noted that this new customer base can pose a challenge, especially in relation to education around eco-friendly products. However, she remains positive that Twipes can continue to educate and reach these consumers.
“Whereas the E.U. especially have a good understanding of what eco-friendly, biodegradable, and flushable mean, the U.S. are somewhat playing catch-up to the policies that are enforced in the E.U.,” McIntosh said. “That being said, I believe that now is the right time for us to help bring that level of ‘eco-education’ to the masses.”
The Twipes team works both in the U.K. and the U.S., staying connected through Zoom group meetings, while co-founders Ellenor McIntosh and Alborz Bozorgi travel between the two offices. One of which is Seneca One, the tallest tower within New York State but outside of New York City. The team has also expanded their employee base since moving to the States and plans to continue doing so.
“We are actively hiring talented individuals who share our vision and can contribute to our growth,” McIntosh said. “We have been very lucky to have already hired some talented people who have shown their passion for the business and have gone above and beyond to help with our growth plans.”
When asked if anyone has left the company since the expansion to the U.S., McIntosh emphasized the team’s support of staff members pursuing other opportunities with planning ahead of time. At Twipes, the team specifically trains employees to succeed at any new position in the future.
“We have done this to cultivate a talented workforce that can have skills beyond Twipes in hopes that they go forth, prosper, and come back to us with more skills and experience,” McIntosh said. “We prioritize creating a positive work environment, fostering professional growth, and offering competitive benefits to retain our talented workforce.”
In the future, the team hopes to bring Twipes into larger wipes markets, such as those for makeup and baby wipes. They also aim to expand into other single-use plastic markets, including feminine hygiene products and baby diapers. Back in the U.K., McIntosh plans to find the road to retail once the brand is more established.
Despite the whirlwind of changes, challenges, and successes since the launch, Twipes’ identity and outlook still remain strong, both in the U.K. and the U.S.
“Our founders and team pride themselves of being of an ethnically diverse background with leads to many cultures within the team,” McIntosh said. “As a company, we welcome everyone from all backgrounds and believe that the people are what bring the soul to the company.”
If you are interested in becoming a part of this team, check out Forge Buffalo , as well as the Twipes website for job information.
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