Eliminating
home appliance waste,
one slice at a time

Every year almost a million tonnes of appliance waste is generated in the UK alone. Think about that: a million tonnes. Every year!

Why? In the race to grow profits, appliance manufacturers have steadily cut corners to reduce manufacturing costs. As the quality of their products has degraded, their lifespan has shortened: the average toaster today will last just 7 years. What’s more, these cheap-to-make products are often impossible to repair. So if even one part fails - the electronics, a timer or a latch - the whole thing ends up in the bin. In short: home appliances today are disposable by design.

It wasn’t always this way: there are examples of appliances made in the 1950s that are still functional today. We’re a team of designers, engineers and enthusiasts on a mission to recapture that long-term mindset. By applying contemporary design and manufacturing techniques, we want to create appliances that will still be in use by our grandchildren.

Our starting point is the humble toaster (read why here), and we’re planning to ship our first products in early 2026. We hope you come along for the journey!