Ocado Retail has introduced a ‘Buy Women Built’ landing page on Ocado.com, showcasing over 1,000 products from 130 female-founded businesses.
This initiative aims to promote awareness of women entrepreneurs and support the growth of female-led companies across the United Kingdom. Ocado Retail, a joint venture between Ocado Group and M&S Group, is recognized as the world’s largest online grocer.
The concept for “Buy Women Built” was developed by Coffee Republic founder and author Sahar Hashemi, along with brand and marketing specialist Barny Macaulay, during the COVID-19 pandemic.
Banners on Ocado’s app and website, along with their “Inspire Me” section, guide shoppers to a dedicated page featuring a variety of products across multiple categories. These include food and beverages, health and beauty, dietary and lifestyle items, household essentials, and baby products. The page showcases brands such as Piccolo, Evolve Beauty, Nails Inc., Neat, and Deliciously Ella.
Hannah Gibson, CEO of Ocado Retail said, “With the largest range of products than any other supermarket, we’re often the first to give new brands a foot in the door with their first retail listing. I know how important it is to support female entrepreneurs, especially those who are just starting out, and create a space where female-led businesses can thrive. By collaborating with Buy Women Built, we’ve been able to curate an amazing selection of products from inspiring brands, and support a movement that helps nurture female entrepreneurship.”
Sahar Hashemi, founder of Buy Women Built said, “The dedicated Buy Women Built aisle at Ocado represents a powerful step towards fostering a more inclusive and innovative marketplace. It’s not just a convenient way to find products—it’s a statement of support for female founded brands. By creating this aisle, Ocado is giving consumers a tangible way to back female founders and make a difference with every purchase as they ‘Buy Women Built.”
Hashemi added, “This aisle is more than a collection of exceptional products; it’s about showcasing the innovative solutions women are creating through their brands by solving their own real-world challenges; deeply aligning with customer needs. Every item in this aisle tells the story of a woman entrepreneur breaking barriers, and with each purchase, we are not only helping to create a stronger economy but also inspiring the next generation of young girls to dream bigger.”
Earlier this year, Ocado introduced the largest “Best of British” aisle in any UK supermarket, showcasing over 800 products from British farmers. This new “Buy Women Built” aisle further highlights Ocado’s dedication to supporting the finest independent businesses across the UK.