During Mobeus’s investment, Kinneir Dufort developed XXEquals, the UK’s first women-led, innovation & product design initiative focused on women. This is because data shows that women buy 85% of household products, yet only 5% of the product and industrial design industry in the UK is female.
This new team focused on products and services that apply exclusively or applies differently to women as well as products where women are the dominant purchaser or decision maker.
Not only was XXEquals a great example of ESG in action, it was also a significant commercial success.