What Bumboo does

Root7 Ltd is a UK-based private limited company headquartered in London (Unit 309, The Print Rooms, 164-180 Union Street, SE1 0LH) that designs and sells reusable insulated drinkware and food containers under the Root7 brand. Operating primarily through a Shopify-powered direct-to-consumer storefront at root7.com, the company sells triple-walled vacuum insulated water bottles, travel cups, and food pots to environmentally conscious consumers, active lifestyle users, gift buyers, and corporate/B2B clients. Reported headcount is 1-10 employees, with a returns and distribution centre in Cambridge (UK) and a network of regional international distributors covering Poland, India, the Middle East, Scandinavia, and Southeast Asia/Australia, plus Amazon marketplace presence.

Root7's product platform centres on a triple-walled vacuum insulation architecture using 18/8 stainless steel and copper layers, with published performance claims of 20 hours hot / 30 hours cold retention for water bottles (offered in 350ml, 500ml, and 750ml sizes across at least seven design variants), 8 hours hot / 12-14 hours cold for travel cups (six designs at 360ml capacity), and 6 hours hot / 12 hours cold for the food pot (500ml). Travel cups add a ceramic-lined interior for taste neutrality, integrate Biocote antimicrobial lid technology (99.99% efficacy claim against bacteria, mould, fungi, and viruses), a one-click drinking system, and air-tight leak-proof lids. The company also operates the Science Museum Collection, a co-branded sub-line developed with London's Science Museum featuring space-themed designs.

Revenue is generated through one-time hardware unit sales—water bottles £17-£29 GBP, travel cups £26-£30, food pots £27, and accessories £3-£7—supplemented by laser-engraving personalisation services (engraving performed in the UK) and wholesale/co-branding bulk orders with a 2,000-unit threshold for Root7 branding removal. Go-to-market is primarily direct-to-consumer e-commerce on Shopify, supported by email newsletters, organic social (Facebook, Twitter, Instagram, YouTube), Google Analytics tracking, Google AdWords remarketing, and content marketing around sustainability and product storytelling. Sustainability positioning—anchored by a partnership with Eden Reforestation Projects (one tree planted per product; 8,900+ trees planted in 2021; stated goal of one million trees by 2025)—and a lifetime guarantee across all products are central brand differentiators.

Name

Bumboo

Legal name

Root7 Ltd

Website

https://root7.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Root7 is a UK-based direct-to-consumer brand designing triple-walled vacuum insulated water bottles, travel cups, and food pots, sold via Shopify e-commerce, Amazon, and an international distributor network across Europe, Asia, the Middle East, and Australia, serving eco-conscious consumers and corporate clients.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Root7 generates revenue through direct-to-consumer sales of insulated water bottles, travel cups, and food pots via their e-commerce website. Products are sold at one-time purchase prices ranging from £3 to £30.
2. Personalisation Services: Laser engraving personalisation service for water bottles, travel cups, and food pots. Customers can add custom messages engraved in the UK.
3. Wholesale and Co-branding: Bulk orders and co-branding opportunities for corporate customers, with orders over 2000 units having Root7 branding removed.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Bumboo (via root7.com) designs, manufactures, and sells reusable insulated drinkware and food containers directly to consumers. The catalogue comprises triple-walled vacuum insulated water bottles, ceramic-lined travel coffee cups with antimicrobial lids, and double-walled insulated food pots, complemented by accessories (sport lids, spare lids, replacement seals) and a UK-based laser engraving personalisation service. Products are backed by a lifetime guarantee and tied to a one-tree-per-product reforestation initiative.

Product overview

Root7 is a UK-based company offering a portfolio of insulated drinkware and food containers. The product range centers on three core product lines: water bottles (available in 7+ color/design variants including VIP Black Split, Brushed Copper, Blue Stardust, and powder-coated options in Yellow, Millennial Pink, Avocado Green, and Duck Egg Blue), travel cups (offered in 6 designs including Black VIP Split, Magic Marble, Polar White, Banana Split, Millennial Pink, and Black Marble), and food pots (VIP Black Split). Water bottles feature triple-walled vacuum insulation with 18/8 stainless steel and copper layers, keeping drinks hot for up to 20 hours and cold for 30 hours. Travel cups feature triple-walled insulation with ceramic-lined interiors and one-click antibacterial lids, maintaining drinks hot for 8 hours and cold for 12-14 hours. Food pots use double-walled insulation keeping food hot for 6 hours and cold for 12 hours. Accessories include sport lids, spare lids, and replacement seals. The company also offers personalization services via laser engraving in the UK and has a Science Museum collaboration sub-brand. All products come with a lifetime guarantee and the company plants a tree for every product sold through Eden Reforestation Projects.

Differentiator

Problem solved

Functional benefit

Brands

• Science Museum Collection: A collaboration with the Science Museum featuring bottles celebrating the wonders of the universe

Products and services

• Insulated Water Bottles Triple-walled vacuum insulated stainless steel and copper water bottles for consumers who want reusable drinkware that keeps beverages hot for up to 20 hours or cold for up to 30 hours. Available in multiple sizes (350ml, 500ml, 750ml) and finishes, sold via the root7.com storefront.
• Travel Coffee Cups Vacuum-insulated travel cups with ceramic-lined interiors, Biocote antimicrobial lids, and one-click drinking systems. 360ml capacity designed to keep drinks hot for 8 hours and cool for 12-14 hours, available in multiple color and finish variants.
• Insulated Food Pots Vacuum-insulated food-grade stainless steel food containers with copper base and air-tight leak-proof lids. 500ml capacity keeps food hot for up to 6 hours and cold for up to 12 hours, designed to lock in aromas during transport.
• Water Bottle Sport Lid Sport lid accessory that converts Root7 water bottles into sports bottles, with carrying strap and one-hand controlled flow, fitting 350ml and 500ml bottle sizes.
• Water Bottle Spare Lid Replacement copper-finish lid made from BPA-free stainless steel with heat transfer insulation, sold as a standalone spare for water bottles.
• Water Bottle Spare Seal 2-Pack Pack of two replacement seals for water bottles, sold as a maintenance accessory.
• Personalisation Service UK-based laser engraving customisation service available across water bottles, travel cups, and food pots. Customers can add personalised messages or designs to products for gifting or individual expression.
• Science Museum Collection A collaboration collection with the London Science Museum featuring triple-walled vacuum insulated water bottles with space- and astronomy-themed designs. Sold through the root7.com storefront with the same lifetime guarantee.
• Wholesale and Co-Branding Programme Bulk-order wholesale and co-branding programme for businesses and corporate customers, supporting orders of 2,000+ units with Root7 branding removed to enable fully co-branded merchandise, corporate gifting, and promotional products.

Quantifiable outcome

• 20 hours hot / 30 hours cold retention for water bottles
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• Eden Reforestation ProjectscoreStrategic or Co-development PartnerRoot7 partners with Eden Reforestation Projects to plant trees for every product sold. This partnership supports reforestation efforts while providing employment opportunities for communities affected by deforestation. In 2021, over 8,900 trees were planted through this initiative.
• Science Museum (London)flagshipStrategic or Co-development PartnerRoot7 collaborated with the Science Museum to develop a collection of bottles celebrating the wonders of the universe. The Science Museum Collection features designs inspired by space and astronomical themes.
• LazyStore s.c.coreChannel Partner/ Reseller/ DistributorRegional distributor for Mainland Europe (excluding Scandinavia). Located in Lesznowola, Poland.
• FolkulturecoreChannel Partner/ Reseller/ DistributorRegional distributor for India. Located in Mumbai, India.
• The Important Man LTDcoreChannel Partner/ Reseller/ DistributorRegional distributor for Middle East. Located in Netanya, Israel.
• HamonoyacoreChannel Partner/ Reseller/ DistributorRegional distributor for Scandinavia. Located in Glostrup, Denmark.
• HarelcyonecoreChannel Partner/ Reseller/ DistributorRegional distributor for South-East Asia and Australia. Located in Singapore.
• BiocotecoreTechnology or IntegrationBiocote antimicrobial technology integrated into travel cup lids. Provides lasting protection against bacteria, mould, fungi and viruses by up to 99.99%.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Chilly's Bottles: UK-based reusable insulated drinkware brand (bottles, cups, food pots) selling via D2C at very similar price points (£20–£30). Most direct head-to-head competitor given shared UK home market, overlapping product line, and comparable sustainability positioning.
• S'well: Premium insulated bottles, travel cups, and food containers sold via D2C and retail at comparable premium price points. Closest product-line overlap with Root7 and a directly comparable target customer (eco-conscious, design-led consumers).
• Klean Kanteen: Independently operated reusable drinkware brand emphasizing stainless steel construction and environmental responsibility. Highly comparable on sustainability positioning, target customer, and product range to Root7.
• Ocean Bottle: London-based reusable bottle brand with a 'fund plastic collection' sustainability hook analogous to Root7's tree-planting program. Directly comparable on mission-led positioning, UK origin, and D2C premium pricing.

Broad incumbents

• Hydro Flask: Owned by Helen of Troy, Hydro Flask is one of the largest insulated drinkware brands globally. Competes in the same category with broader distribution, larger marketing budgets, and a wider product range — Root7's premium thermal specs are benchmarked against Hydro Flask's double-walled vacuum insulation.
• Yeti: Premium outdoor cooler and drinkware brand with deep retail penetration and strong brand equity. Competes with Root7 in the insulated bottle/cup category among active lifestyle consumers, but at a higher price band and with broader category scope.
• Stanley (PMI Worldwide): Heritage drinkware brand (Quencher, IceFlow) that has surged in popularity via TikTok-led virality. Competes directly with Root7 in travel cups/food pots but with massive incumbent distribution and marketing muscle.
• Thermos LLC: Global heritage vacuum-insulated drinkware brand with broad mass-market retail distribution. Competes with Root7 in vacuum-insulated bottles and food jars at lower price points, defining the budget end of Root7's competitive set.

Emerging players

• BruMate: US-based insulated drinkware brand focused on lifestyle-driven product innovations (multi-function lids, handles). Comparable D2C premium positioning and a younger brand competing in adjacent niches to Root7's travel cup/food pot lines.
• Owala: Fast-growing D2C insulated bottle brand (owned by Waterlogic) with innovative lid designs. Comparable in target customer and price band to Root7, and competing for share in the same online shelf space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/root7products
• YouTubeyoutube.com/channel/UCyE5pB1bOKVBbxKbxcKhRVQ
• Facebookfacebook.com/root7
• Instagraminstagram.com/root7products

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bumboo