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Leaf Envy

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We are the destination of plant decor for the modern plant lover. We transform homes & lives with nature.

100%
 - 
Funded 9 May 2022
£360,000 target
£360,828 from 224 investors
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Business overview

Location London, United Kingdom
Social media
Website www.leafenvy.co.uk
Sectors Home & Personal Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 11734922
Incorporation date 19 Dec 2019
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Investment summary

Type Equity
Valuation (pre-money) £4M
Equity offered 8.27%
Tax relief

EIS

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Business highlights

  • +68% YoY Revenue Growth (Jan '21 - Jan '22)*
  • 80% of revenue driven by non-paid for traffic & word of mouth
  • 364% YoY revenue growth* - B2B sales (Grind, Google, Soho Home)
  • +1,600 Subscribers & loyal customers - 45% order repeat rate
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Key features

  • Secondary Market
  • Seedrs nominee min. £36.00 +

Idea

Introduction

We believe in the power of plants to positively impact lives. That’s why our mission is to guide you on your journey from plant parent newbie to fanatic and bring your space to life with nature!

Leaf Envy is the destination for plant collectors, stylists & enthusiasts. We’ve defined a new homeware category to explain what we do: Plant Decor, and our bespoke pots and plant care accessories range are created for the interior design obsessed.

We are a digitally-native d2c plant brand with a design-led subscription, bespoke range of indoor plants, plant decor products. We also have a B2B plant installation service called "Leaf Envy Projects" where we design luscious green schemes for some of the biggest brands in the UK.

Substantial accomplishments to date

→ +68% YoY Revenue Growth* (Jan '21 - Jan '22) - Bootstrapped to date

→ Revenue driven by 80% non-paid for traffic & word of mouth

→ Fulfilled over 25,000 orders nationwide

→ Developed own bespoke pot range that fits entire plant range:

→ Subscription gained over 1,600 customers - As seen in GQ, Grazia, Elle & Refinery29

→ 60% YoY growth rate for our Subscription Box ("21-22)*

→ Dropship partnership with luxury retailers Soho Home

Our first dropship range with Soho Home - new range launching in Q2!

→ B2B average deal size £3,500 with notable clients including Google, Grind Coffee, Adidas. All B2B has been inbound enquiries to date. 364% YoY revenue growth for our B2B Sales* (Jan '21-Jan'22).

One of our plant installation projects with Grind Coffee (we do all their sites in London):

→ Live wholesale opportunities with Oliver Bonas for our bespoke plant care accessories.

Press features in first class publications:

* Based on unaudited management accounts

Monetisation strategy

Leaf Envy spans multiple industries: B2B / B2C garden retail, gifting, home decor & the subscription market.

The market is huge and growing internationally. Leaf Envy fuses multiple industries across garden retail, subscription, gifting and home decor, and according to our research, we believe that our immediate addressable market is a £5.8bn opportunity.

Leaf Envy has x5 proven sales channels which have grown organically and scaled side by side:

Online:

1. Online Sale of unique range of pots, plants & accessories: strong direct product margins of 70%+, and Gross Margins of 50%,

2. Subscription: £35/month - designed to help people create beautiful plant filled interiors and become plant experts. Subscribers recieve a surprise plant & pot each month, curated by plant designers. They recieve print care instructions & get on-demand access to our plant guru via our SMS VIP Club.

Gross margin: 40% with 7.3x LTV: CAC

B2B:

3. Project Installations: AOV: £3.5k - gross margin: 60%. Clients include: Grind Coffee, Google, Adidas. Short sales cycle, all inbound enquries to date.

4. Corporate Gifting: Gross Margin 40%, clients include Accenture, Amazon and MentionMe.

5. Dropship/Wholesale: Luxury retailers - gross margin: 40%. Pots & Accessories to Highstreet retailers wholesale margin of 40%

Use of proceeds

→ Hire best in class digital team to optimise our digital experiences & subscription offering (aim to increase CR, AOV, LTV and key unit economic metrics to catapult growth).

→ Invest in experiential events / workshops to bridge our offline & online community and position us as market leaders in plant care, styling & design.

→ Continue to develop our own plant decor products and be first to market launching a unique new range of premium pots, plant care accessories & outdoor plant range.

→ Hire & build a B2B sales team

Investor Perks

Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

Key Information

Outstanding Debt

The company has the following loans:

1. A Bounceback Loan of £50,000 with an interest rate of 2.5% per annum. Monthly repayments of £887.37 began in 02 July 2020 and the loan is to be repaid by 02 July 2026.

2. A Funding Circle Recovery Loan of £90,000 with an interest rate of 9.6% per annum. Monthly repayments of £1,894.59 began in 02 March 2022 and the loan is to be repaid by 02 March 2027.

3. Directors Loans:
The company has a number of directors loans from Malcom Chapman, totalling £225,000. The repayment terms are outlined in the below image.

The funds from this round will not be used to repay these loans.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £3,999,996

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

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