Award-winning British childrenswear and outdoor company, Muddy Puddles, has announced today that it has been certified as a B Corporation (or B Corp), joining an expanding network of businesses that are redefining business by pursuing the purpose in addition to profit.

Muddy Puddles has received certification from B Lab, the non-profit organization behind the B Corp movement, demonstrating that it has adhered to strict social and environmental standards that demonstrate its dedication to objectives other than shareholder profit.

The B Corp accreditation includes five core impact areas of Governance, Workers, Community, Environment, and Customers and addresses every aspect of a company's activities. The certification procedure is rigorous, and candidates must obtain a benchmark score of at least 80 while demonstrating their commitment to ethical business practices in the areas of energy supply, waste management, water use, worker remuneration, and diversity. The business must formally enshrine its dedication to purpose beyond profit in its company articles in order to receive certification.

Muddy Puddles has joined a group of 5,575 companies worldwide that have obtained their B Corps certification. The B Corp community in the UK consists of over 950 businesses and includes well-known names including The Guardian, innocent, Patagonia, The Body Shop, and pioneers of organic food Abel & Cole. It represents a diverse cross section of industries and sizes.

Chris Turner, Executive Director of B Lab UK, said that they’re happy to welcome B Corps of all shapes and sizes as members of their community - from startups to multinationals and across many different industries. Business is a strong force, and B Corps show that you can make a difference in any industry. It's great to welcome Muddy Puddles since they have a chance to set the standard for the children's fashion sector. They are very happy to help Muddy Puddles pave the way for a new way of doing things, together with the rest of the B Corp community.

Natasha Ascott, managing director of Muddy Puddles added that they’re over the moon to have earned B Corp certification. They have been dedicated to achieving this aim ever since they founded Muddy Puddles, and all of their efforts have been successful. The team has worked very hard to ensure that their processes are ecologically conscious and sustainable, from finding the best factories and materials to running their business. It's wonderful to be acknowledged with such a prestigious certification.