Planet B

What Planet B does

Planet B BV is a privately held Belgian direct-to-consumer e-commerce operator founded in 2018 and headquartered in Ghent. The company curates and sells eco-friendly consumer products via owned Shopify storefronts organized as a multi-brand platform: WONDR, an owned sub-brand focused on sustainable beauty and personal care, and POWR, a recently launched owned sub-brand covering sustainable household/cleaning products. A "Buitenkansjes" discount/discovery section complements the core catalogs. The operating footprint spans six EU countries — Belgium, Netherlands, Germany, France, Luxembourg, and Austria — with localized currency and language, supported by a network of local retail pickup partners ("Verkooppunten") that enable in-person fulfillment and reduce shipping emissions.

The underlying technology stack is a standard Shopify-based e-commerce platform augmented with a multi-brand storefront architecture that lets customers switch between WONDR and POWR domains within a single unified cart. Planet B integrates mainstream payment methods (Bancontact, Visa, Mastercard, PayPal, Apple Pay, Google Pay, American Express, Maestro, Union Pay) and operates a helpdesk via Gorgias, but discloses no proprietary AI, ML, or data systems. The company has secured B Corp certification and a separate B2B partner site (wondr-b2b.care), indicating limited wholesale ambitions alongside consumer-facing operations. Reported cumulative impact metrics include 5.99 million plastic bottles avoided, 943,836 kg of CO₂ saved, and €330,315 in donations.

The business model combines two revenue streams: one-time product sales across the WONDR and POWR brands in six EU markets, and recurring subscription revenue from the Planet B Membership, priced at €59/year or €24/quarter, which delivers a 15% discount on all products and €12.50 in quarterly shop credit (€50/year). Marketing is concentrated in owned channels — email newsletter, Linktree social hub, brand blogs, and a "changemaker" community — with reach amplified by 4,213 cumulative customer reviews. The company is bootstrapped (no disclosed funding rounds, no institutional investors, no parent entity), operates with a 1–10 person team, and is led by co-founder and CFO Junior James Cuigniez. Customer base is described as a horizontal segment of eco-conscious consumers across the Benelux, DACH, and France; customer concentration risk is structurally low given the long-tail DTC model, though specific revenue, ARR, and unit economics are not disclosed.

Name

Planet B

Legal name

Planet B BV

Website

https://www.planetb.be/

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Planet B is a Belgian direct-to-consumer e-commerce operator, headquartered in Ghent, that sells eco-friendly personal care (WONDR) and household (POWR) products across six EU countries via owned Shopify storefronts and a paid membership loyalty program.

Ownership category

akta.pro rank

Headquarters

HQ city

Moerbeke

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Product Sales: Direct e-commerce sales of eco-friendly personal care (WONDR) and household/cleaning (POWR) products to consumers across Belgium, Netherlands, Germany, France, Luxembourg, and Austria.
2. Planet B Membership Subscription: Annual or quarterly subscription providing 15% discount on all products plus €12.50 quarterly shop credit (€50/year total). Drives recurring revenue and customer loyalty.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Planet B is a Belgian direct-to-consumer e-commerce company that designs, sources, and sells sustainable personal care and household products under its owned brands WONDR (beauty/personal care) and POWR (cleaning/household). The company operates multi-brand Shopify storefronts across Belgium, Netherlands, Germany, France, Luxembourg, and Austria, and runs a Planet B Membership subscription offering recurring 15% discounts and quarterly shop credits to drive customer retention.

Product overview

Planet B is an e-commerce platform specializing in healthy and sustainable products, operated as a multi-brand marketplace. The company offers two primary product sub-brands—WONDR (beauty and personal care) and POWR (additional sustainable products)—through a unified shopping experience where customers can switch between brands while maintaining a single cart. The platform also features a membership loyalty program providing 15% discounts and quarterly shop credits, along with a discounted products section called Buitenkansjes. Planet B differentiates itself through eco-friendly positioning, emphasizing low-waste, health-conscious, and quality sustainable products.

Differentiator

Problem solved

Functional benefit

Brands

• WONDR: Eco-friendly brand of sustainable products sold through Planet B, with its own dedicated subdomain (wondr.planetb.care) and blog.
• POWR

Products and services

• WONDR Eco-friendly beauty and personal care product line sold by Planet B through its own subdomain store, featuring sustainable products that are gentle on health and the environment and targeted at eco-conscious consumers in Western Europe.
• POWR Sustainable household and cleaning product brand operated by Planet B through its own subdomain store (powr.planetb.care), offering eco-friendly products that complement the WONDR beauty line within a unified shopping platform for Western European consumers.
• Planet B Membership Subscription-based loyalty program for eco-conscious consumers in Western Europe. Members receive a recurring 15% discount on all WONDR and POWR products, €12.50 quarterly shop credit (€50/year), and exclusive access to events, launch parties, and the Planet B community. Priced at €59/year (or €49 introductory) or €24/quarter.

Quantifiable outcome

• 5,989,123 plastic bottles avoided
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

One partnership is on record.

• WONDRcoreOthersOwned brand subdomain (wondr.planetb.care) selling eco-friendly personal care and beauty products. Part of Planet B's multi-brand portfolio strategy.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Dr. Bronner's: Family-owned maker of organic, fair-trade personal care products sold via DTC and specialty retail. Comparable multi-country Western European presence and ethically sourced ingredient story.
• Lush: Global DTC and retail brand specializing in ethical, low-waste personal care and beauty products. Directly comparable to Planet B's WONDR sub-brand in positioning, ingredient philosophy, and target eco-conscious consumer.
• The Body Shop: Established ethical beauty and personal care retailer with strong sustainability and fair-trade credentials. Competes for the same Western European eco-conscious consumer and offers comparable B Corp-style positioning.
• Method Products (Ecover): Eco-friendly household cleaning brand with a comparable 'sustainable, design-led, gentle on health' positioning to Planet B's POWR sub-brand. Sells through DTC and major retail across Europe and North America.
• Grove Collaborative: US-based DTC e-commerce platform curating natural and sustainable home and personal care products with a membership/VIP subscription model. Closely comparable business model, GTM, and subscription mechanics to Planet B.
• Who Gives A Crap: DTC brand selling eco-friendly household paper and cleaning products with a strong sustainability narrative, B Corp-style impact reporting, and donations model. Comparable in brand storytelling and direct-to-consumer e-commerce execution.
• Attitude (Attitude Living): Canadian DTC and retail brand of natural personal care and household cleaning products, with European expansion. Comparable multi-category sustainable positioning to WONDR and POWR.

Broad incumbents

• Seventh Generation: Large incumbent sustainable household and personal care brand, now owned by Unilever. Competes with POWR and WONDR in the eco-household category with much broader distribution and marketing spend.
• Weleda: Established European natural personal care brand with strong sustainability credentials and wide retail distribution. Overlaps with WONDR in the natural beauty and personal care category.

Emerging players

• Common Good: Smaller DTC brand offering refillable, eco-friendly household cleaning products. Comparable in size, sustainable positioning, and refill/circular narrative to POWR, and an emerging rather than scaled competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Planet B