Our decision to exit nappies was due to a few different reasons, which you can read all about on our blog here. In short, there were three key things at play:
1. We didn’t have what it took to win commercially in the nappy category. The nappy category is extremely competitive, and unfortunately, without owning the factory, owning the store, or having huge amounts of capital to invest, it is, because of the way our model works, not a sustainable one for us to stay in.
2. It’s a ‘tough-to-please-everyone’ category. Even the market leader within nappies in Australia experiences a 1 in 5 failure rate when it comes to the product working for customers, and with the reality of every bub being unique, we couldn’t be the perfect nappy for everyone. We want to deliver products to you that we know will work in any circumstance, and here it wasn’t the case.
3. We’ve wrestled with the sustainability of Thankyou Nappies. The sustainability level that we achieved in our single-use nappies was a great start, but for us, it was good enough. A bit like our approach with water, we aren’t prepared to greenwash, so for now, we’re saying goodbye.
While we're saying goodbye to Thankyou nappies right now, this doesn’t mean that one day we won’t be back. Who knows what could happen in the future with the right partner, the right go-to-market plan and the right (sustainably made) product!
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