About Smol
Smol is a Consumer company based in London (United Kingdom) founded in 2018. Concentrated cleaning products are delivered directly with sustainable packaging. Smol has raised $54.42 million across 3 funding rounds from investors including Balderton Capital, Eight Roads Ventures and Google Ventures. Its website smol.com draws about 1.1 million monthly visits. Smol offers products and services including Home Bundle and Top 6 Swaps. Its focus areas include Consumer Goods, Home Care Products, Multi-Category and Internet First Brand. Its legal entity is smol limited. Its competitors include My Fabulosa, Astonish and Marmalade of London; 2 of its 3 listed competitors have raised funding.
Company details
Smol was founded in 2018 in London, United Kingdom, and operates in the sustainable consumer goods sector. Concentrated cleaning products are offered through a subscription-based model, with direct delivery to customers. Packaging is minimized to reduce waste and transportation impacts, while environmentally friendly practices are applied across the supply chain. A home bundle option is provided for regular supplies.
- Total Equity Funding$54.42M (USD)
in 3 rounds
- Latest Funding Round$34M (USD), Series B
May 2021
- InvestorsBalderton Capital
& 3 more
Products & Services of Smol
Smol offers a comprehensive portfolio of products and services, including Home Bundle and Top 6 Swaps.
Set of concentrated cleaners for home use, promoting eco-friendliness.
Collection of bestselling items for sustainable household cleaning.
Apps and channels of Smol
its YouTube channel smol products has 821 subscribers and 30 videos.
Videos from Smol
The most watched videos on Smol's YouTube channel, smol products (821 subscribers). Click a video to play it here.
More on smol products.
Funding Insights of Smol
Smol has successfully raised a total of $54.42M across 3 strategic funding rounds. The most recent funding activity was a Series B round of $34 million completed in May 2021. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $54.42M
- Total Rounds 3
- Last Round Series B — $34M
- First Round $10.34M
(Nov 2018)
- Investors Count 4
All 3 funding rounds of Smol with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| May 2021 | $34M | Series B | – | Eight Roads Ventures | |
| Jul 2020 | $10.08M | Series A | – | Balderton Capital | |
| Nov 2018 | $10.34M | Series A | – | – | – |
4 investors in total: 4 institutional.
Investors in Smol
Smol has secured backing from 4 investors, including venture fund investors. Prominent investors backing the company include Balderton Capital, Eight Roads Ventures and Google Ventures.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Venture capital investment and global platform support for startups. | 2008 | eightroads.com | London, United Kingdom | |
Corporate backed venture capital fund investing in multiple sectors | gv.com | Mountain View, United States | ||
Multistage venture capital investments are focused on technology sectors. | 2000 | balderton.com | London, United Kingdom | |
Early-stage tech startups are funded by this venture capital firm. | jamjarinvestments.com | London, United Kingdom |
Investor details for Smol
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
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Timeline of Smol
3 dated milestones of Smol across 3 years, from founding to its latest funding, stage changes and deals.
- Founded Smol is founded.
- Funding First funding round of $10.3M.
- Funding Latest funding round, Series B, of $34.0M.
Competitors of Smol
Smol has 3 listed competitors in our database, 2 of them funded. They include My Fabulosa, Astonish and Marmalade of London.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| myfabulosa.co.uk | 2019 | Crewe, United Kingdom | 106 | Multi-category home cleaning solutions are provided via an online platform. | ||
| astonish.co.uk | 1974 | Bradford, United Kingdom | $10.61M | Home cleaning products are provided via internet-first brand model. | ||
| marmaladeoflondon.com | 2011 | Cheltenham, United Kingdom | $18.51M | 7 | Multi-category home care products are offered via an internet-first brand. |
Detailed competitors of Smol
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
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Web traffic of Smol
The website of Smol (smol.com) receives about 1.1M visits a month and ranks #46,796 among all websites worldwide, #2,294 in Gifts and Flowers.
- Monthly visits1.1M
▲ 16.4% vs previous month
- Unique visitors322.2K
per month
- Global rank#46,796
among all websites
- Category rank#2,294
Lifestyle · Gifts and Flowers
- Bounce rate39%
- Pages per visit4.8
- Average visit2 min 19 sec
- DevicesDesktop 12% · Mobile 88%
Websites whose visitors overlap most with Smol. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
linkprefer.com | linkprefer.com | 100% | #27,885 | – | |
| ocean-saver.com | 93% | 15.3K | #1,429,189 | View details | |
vinted.co.uk | vinted.co.uk | 69% | #792 | – | |
| purdyandfigg.com | 64% | 524.4K | #88,130 | View details | |
playsmol.com | playsmol.com | 62% | #1,238,741 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 23 similar websites and full traffic analytics for Smol
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- 23 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
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Related news about Smol
Complete news archive for Smol
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Frequently Asked Questions about Smol
Smol was founded in 2018.
Smol is headquartered in London, United Kingdom. It is registered at London, England, United Kingdom.
Smol is a funded company, having raised a total of $54.42M across 3 funding rounds to date. The company's 1st funding round was a Series A of $10.34M, raised on Nov 2018.
Smol was founded in 2018 in London, United Kingdom, and operates in the sustainable consumer goods sector. Concentrated cleaning products are offered through a subscription-based model, with direct delivery to customers. Packaging is minimized to reduce waste and transportation impacts, while environmentally friendly practices are applied across the supply chain. A home bundle option is provided for regular supplies.
Smol's top competitors include My Fabulosa, Astonish and Marmalade of London.
Smol offers Home Bundle and Top 6 Swaps.
Smol has 4 investors. Key investors include Balderton Capital, Eight Roads Ventures, Google Ventures, and JamJar Investments.
Smol operates through Smol Limited.
The website of Smol receives about 1.1 million visits a month and ranks #46,796 among all websites worldwide.