Award-winning outdoor childrenswear brand Muddy Puddles has been certified as a B Corporation (B Corp). The brand will now join a growing group of companies reinventing business by pursuing purpose as well as profit.

Muddy Puddles was certified by B Lab, the not-for-profit behind the B Corp movement, as having met rigorous social and environmental standards that represent its commitment to goals outside of shareholder profit.

The B Corp certification addresses the entirety of a business’s operations

It covers five key impact areas of Governance, Workers, Community, Environment and Customers. The certification process is rigorous, with applicants required to reach a benchmark score of over 80.

They also have to provide evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and also corporate transparency. To complete the certification, the company will legally embed its commitment to purpose beyond profit in its company articles.

 

 

Muddy Puddles is now part of a community of 5,575 businesses globally that have been certified as B Corps. The B Corp community in the UK, representing a broad cross-section of industries and sizes, comprises over 950 companies and includes well-known brands such as The Guardian, Innocent, Patagonia, The Body Shop and organic food pioneers Abel & Cole.

Recent attention on the childrenswear industry makes Muddy Puddles B Corp certification a notable step. Essentially it signals a shift towards greater accountability and transparency in the sector.

Commenting is Chris Turner, executive director of B Lab UK

“We are pleased to have B Corps of all shapes and sizes as part of our community. From startups to multinationals and across many different industries. Business is a powerful force and B Corps demonstrate that you can do good in any sector.

“Welcoming Muddy Puddles is an exciting moment because they have an opportunity to lead the way within the children’s fashion industry. We and the rest of the B Corp community are really pleased to support Muddy Puddles in paving the way for a new way of doing things.”

 

 

There are currently more than 950 B Corps in the UK and 5,575 worldwide

Also commenting is Natasha Ascott, managing director of Muddy Puddles. “We’re absolutely delighted to have achieved B Corp certification. Ever since we started Muddy Puddles we’ve been committed to this goal, and all our hard work has paid off.

“From sourcing the best possible factories and materials to the way our business is run, the team has put a great amount of effort into making sure our practices are sustainable and environmentally responsible. It’s great to be recognised with such a prestigious certification.”

For further information on Muddy Puddles, please click here.