Award-winning childrenswear outdoor brand Muddy Puddles has announced today its certification as a B Corporation (or B Corp), joining a growing group of companies reinventing business by pursuing purpose as well as profit.

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

The B Corp certification addresses the entirety of a business’ operations and 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 while providing evidence of socially and environmentally responsible practices relating to energy supplies, waste and water use, worker compensation, diversity and corporate transparency. To complete the certification, the company will legally embed their commitment to purpose beyond profit in their company articles.

Muddy Puddles is now part of a community of 5,575 businesses globally who have 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 include well-known brands such as The Guardian, innocent, Patagonia, The Body Shop and organic food pioneers Abel & Cole.

Recent attention on the children’s fashion industry makes Muddy Puddles B Corp certification a notable step and signals a shift towards greater accountability and transparency in the sector.

Chris Turner, Executive Director of B Lab UK, says “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”.

Natasha Ascott, managing director of Muddy Puddles added; “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.”

Find out more: https://www.muddypuddles.com/ and on Instagram @muddypuddlesUK