About
A house of wellness houses, built for the long term. Discover our ambition, teams and governance.
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Four commitments, published and audited annually, to our people, communities, planet and causes.
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Founded in 2026 with headquarters in Swindon, LWFW Group is the parent company of a curated portfolio of wellness brands.
Our strategy
Most consumer brands are built on the logic of a quarter. LWFW Group is built on the logic of the longer term. Our strategy is the discipline of innovating, funding and growing a small number of consumer brands, and compounding craft over time, not quarterly growth.
What follows is how we intend to do that between now and 2035.
A pillar of the Group
Every business is empowered to harness entrepreneurial ambition and deep customer focus to accelerate innovation, respond to evolving needs, and create lasting value at scale.
A pillar of the Group
Our innovation-first mindset inspires every brand within our ecosystem to transform insight into action, accelerate growth, and deliver lasting value for our customers.
We will empower every brand to:
A pillar of the Group
We will enable an integrated ecosystem to create seamless connections across sourcing, innovation, operations, and customer experience, enabling greater quality, agility, and impact at every stage of our value chain.
Through our integrated capabilities, we will unlock:
The ambition
We measure success across key core areas simultaneously: the creative health of each business, the impact we have delivered for the environment, and the long-career health of the people who build them. A strategy that wins on one of the three is not a strategy we will run.
Four pillars
Four disciplines carry the strategy. Each is a long-term investment that a single business could not make alone.
A deliberately focused portfolio of businesses, each leading in its category to maximise customer value. We grow by innovating, acquiring and scaling consumer brands that align with our mission.
Our partnership-driven model connects complementary strengths across our ecosystem, enabling faster innovation, broader market reach, operational efficiency, and greater value creation at scale.
We will achieve this by collaborating with visionary brands, experts and innovators to create a meaningful wellness experience for consumers.
Sustainability is integrated into the foundation of our supply chain strategy, enabling us to move products more responsibly, support trusted partners, and reduce our environmental footprint at scale.
Our employees are our most valuable assets. We hire for curiosity, invest in long term growth and protect time needed for unwinding and supporting good causes.
The horizons
Now to 2026
Establish core brands, build operational excellence, and achieve profitability.
2027 to 2030
Move from three businesses to six, and from four brands to twenty. Scale up all brands from 101 markets to 150 markets across 5 continents. Launch three validated platforms from our venture studios from discovery to scale up.
2031 to 2035
Replatform all brands with a shared commerce platform, to enable GenAI at scale, without altering their brand identity. Retire every legacy system we inherited.
A note from the Group
“A strategy is a promise about how you will spend the next decade. Ours is simple: fewer, deeper, slower, and built to be handed to people who are not in the room yet.”
, Tope Ejide, Founder and CEO
Our strategy lives alongside the businesses that practise it and the people who build them. Keep exploring the Group.