Allday Goods, an East London-based kitchenware brand turning plastic waste into high-quality kitchen goods, has raised nearly €883.7k (£765k) to scale with exciting new product releases and expand into new markets.
The round was led by FIGR Ventures, with participation from Anotherway Ventures, Machroes Holdings (the family office of Lord Mervyn Davies), and a group of angel investors, including reinvestment from existing backer Tom Gozney (Gozney Pizza Ovens). The board of Allday Goods, consisting of founder Hugo Worsley and Gozney, is now joined by FIGR.
“This is a huge moment for us. We’ve built Allday slowly and intentionally over the past few years, so having people we genuinely admire backing the next chapter feels incredibly special,” said Hugo Worsley.
Ex-chef Hugo Worsley began making knives in his parents’ garden shed, using his old toastie machine and melting plastic milk bottle lids in an attempt to create handles. He quickly built a loyal following, with queues for London pop-ups and online drops selling out in minutes. “To test the market, I set up an Instagram account and announced the release of a small batch of 100 knives. To my surprise, they sold out in 76 seconds. And so Allday was born,” he mentioned on the website.
Its kitchen knives are manufactured in Solingen (Germany), Somerset (UK), Sakai (Japan), and Sheffield (UK). The company employs three different steel types for its three knife ranges. For the everyday range, it uses X50CrMoV15 (a high-quality stainless steel); the forged range is made from 52100 high-carbon steel (a super sharp steel from Sheffield); and its Sakai range utilises Aogami 2 blue paper steel. This is carbon steel from Japan and is recognised as one of the best steels in the world.
The company states that its handles are made from plastic destined for landfill. The plastic is collected, washed, shredded, and melted into the shape of a handle. As a result, each handle displays a unique pattern and no two handles are ever the same. So far, the company claims to have saved 23,912kg of plastic from landfill.
The company is already profitable with minimal external investment. It has collaborated with Ottolenghi, Soho House, Maldon Salt, Kerrygold and Paul Smith, and appeared in The World of Interiors and Esquire. FIGR’s Portfolio Director Ellie Craig first discovered Allday Goods in the pages of Esquire.
“I’ve followed Allday for years. Drops selling out in seconds and a community that can’t stop talking about the brand – this is what a cult following looks like. Hugo and the team have built something with exceptional foundations of sustainability, craft and a unique design language. Now is the moment to take Allday from cult status to a kitchen staple,” said Ellie Craig.
According to FIGR, in Allday Goods, FIGR observed a founder-led brand developed through material experimentation rather than slide decks. FIGR aims to recognise and support what is already working, and does not plan to redirect the brand.
Read the orginal article: https://www.eu-startups.com/2026/03/british-kitchen-knife-company-allday-goods-raises-e883k-to-turn-plastic-waste-into-premium-kitchenware/
