Ocado was the first to launch a dedicated Buy Women Built aisle, a bold move that made it easy for shoppers to discover and support women-built brands in one place. When the aisle went live, sales rose sharply, driving real commercial results. It proved that when shoppers can clearly identify women-built brands, they choose to back them and buy from them.
Retailers
We are proud to work with some of the most visionary, leading retailers in the UK.
They’re helping us make women-built brands impossible to miss, connecting customers to the women and stories behind the products.
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WholeFoods Market was the first to put the stories of women-built brands front and centre. In March 2023, its High Street Kensington store dedicated every window to showcasing the founders behind the brands and not just the products they had created. For once, shoppers didn’t just see the products, they saw the names, the faces and the stories of the women that had built them too.
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TikTok Shop brought Buy Women Built into the next generation of shopping with a collaboration on content and commerce. Their support has led to hundreds of our founders accessing new audiences through real-time selling and storytelling, helping to turn visibility into virality.
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QVC’s BWB Hours brought something new to live TV: founders sitting side by side, sharing the real stories behind why they started. Like most women built brands, these products were solutions born from personal need. In telling their stories together, the founders sparked a powerful connection that reached beyond the screen from the heart of their brand to the heart of their customers.
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On International Women’s Day 2025, every shelf and window was transformed across all Planet Organic shops, spotlighting women built brands with pride and intention. The store-wide takeover reflected Planet Organic’s belief that dedicating significant space to women built brands resonates deeply with shoppers. It sent a clear, confident message that these founders deserve to be seen, supported and celebrated.