Sustainable lifestyle independent Moo and Boom awarded B Corporation status

Shropshire lifestyle independent Moo and Boom has achieved B Corporation status after undergoing a stringent 14-month investigation into its sustainable and ethical practises.

The family business, which first opened its doors in 2020, was also named New Independent of the Year 2022 at the Boutique Star Awards after impressing judges with its conscious ethos and sustainable product range.   

Maddie Ashbrook

The indie joins a small number of B Corp certified fashion brands and retailers in the UK including Wolf and Badger, The Body Shop, Desmond and Dempsey, Scamp and Dude, Modibodi, Johnstons of Elgin, Ganni, Aspiga, Nudea and Jojo Maman Bebe.

Co-founder Maddie Ashbrook, who runs the business with mum Stella and brother Jonjo, says the team wanted to prove the true extent of their green retail efforts: “Attaining B Corporation status has been a long journey of in-depth questions on our business practices and model as well as our staffing procedures and terms,” she says. “It has been disheartening, enlightening as well as a huge learning experience, which we embraced with every set back and achievement.

“Our ambition is to help accelerate a new global culture to build a more inclusive and sustainable economy. We are committed to measuring and managing the impact of our business on our workers, customers and community.

“Having B Corp status helps us step up with the challenges in this moment, from acting to help with the climate crisis to tackling the cost of living that has affected so many. We measure what matters and we are excited to see what we can achieve with this framework behind us. We want to hold ourselves accountable and improve year on year – having the support of our team, customers and families makes this so much easier to achieve.”

Jono Ashbrook

Certified by non-profit organisation B Lab, B Corporations are companies that meet high standards of social and environmental performance, accountability and transparency. The certification is open to businesses of all sizes, with different pathways available for small enterprises employing less than 50 staff to large corporations with $1 billion+ turnover.

Moo and Boom operates a bricks-and-mortar store in Whitchurch town centre as well as an e-commerce site. Last year it opened a second store, JB and Boom, located nearby specialising in men’s clothing and products. Its product range includes sustainable and ethical womenswear, menswear and homewares from brands such as Roka London, Swole Panda, Enamel Copenhagen, Komodo, Casual Friday and Arctic Fox.