AJ Bell founder backs period care start-up Here We Flo

The businessman who built AJ Bell into 1 of Britain's starring retail concern platforms is investing millions of pounds successful Here We Flo, a play attraction marque which aims to region the stigma from women's menstrual cycles.

Sky News understands that Andy Bell, who inactive holds a large involvement successful London-listed AJ Bell, injected £2m into Here We Flo arsenic portion of a precocious concluded follow-on backing round.

Fergus Lyons, a regular co-investor with Mr Bell, ploughed a further £1m into the business, which was founded by Susan Allen and Tara Chandra.

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The co-founders ain a important involvement successful Here We Flo.

The marque gained nationalist media attraction earlier this period erstwhile Chelsea Football Club's women's squad wore shorts marked with simulated blood, arsenic portion of a caller concern with the Women's Super League outfit.

It besides launched a co-branded merchandise enactment with the Netflix bid Sex Education.

Here We Flo's products, which usage plant-based materials, are sold by retailers including Boots, Holland & Barrett, Sainsbury's, Superdrug and Tesco.

A further concern is expected to beryllium announced adjacent month.

"We run successful a $50bn planetary marketplace traditionally called 'sanitary protection' oregon 'sanitary hygiene', and that unsocial tells you however ripe it is for disruption, some successful merchandise innovation and user education," Ms Allen and Ms Chandra said successful a associated statement.

"We're present to beryllium that change: creating products that are amended for our bodies and amended for the planet, portion supporting radical done life's messy moments - from menstrual flows and bladder leaks to intersexual wellness."

The £3m injection from Mr Bell and Mr Lyons is to beryllium utilized to money selling and moving capital, they added.

Last year, Here We Flo became the second-biggest selling intimate hygiene marque connected Amazon, down Procter & Gamble's Always range.