What ReLondon does

ReLondon is the operating brand of the London Waste and Recycling Board (LWARB), a statutory body established under the Greater London Authority Act 2007 as a partnership between the Mayor of London and London's 32 boroughs plus the City of London. Its mission is to accelerate London's transition to a low carbon circular city by improving waste and resource management and shifting citizen and business behaviour toward reuse, repair, sharing and recycling. The organisation delivers a portfolio of citizen-facing behaviour change campaigns (London Recycles, Love Not Landfill, Eat Like a Londoner, Food's Not Rubbish), annual events (Circular Economy Week, Repair Week), the Circular Economy Matchmaker platform connecting circular SMEs with investors and public-sector buyers, evidence-based research and material flow analyses for packaging, fashion, electricals and food, and toolkits and advisory services for local authorities and housing providers. ReLondon is not a technology company; its core "product" is policy and advisory output backed by proprietary city-level datasets.

The organisation serves four primary customer segments: London's 32 boroughs and the City of London (waste strategy, recycling improvement, procurement and resident communications); central government, principally Defra (national policy delivery and pilot programmes); London's small and medium businesses (fully funded training, advice, grants and matchmaking through the Business Transformation team supporting a 300+ strong circular SME community); and London's 9 million residents via behaviour change campaigns. Strategic partners include Defra, the University of Oxford, WRAP, Valpak, Peabody housing association, Islington Council, Lambeth Council, the Carbon Neutral Cities Alliance, the Ellen MacArthur Foundation network (via board member Joe Murphy), and the Too Good To Go surplus food platform.

ReLondon's revenue model is public-sector grant funding rather than commercial sales: core funding flows from the Mayor of London and London boroughs, supplemented by project-specific Defra grants (notably FlexFlats in 2026) and international philanthropic grants such as the Carbon Neutral Cities Alliance Game Changer fund. Most resources, toolkits and research outputs are freely distributed; bespoke advisory services may on occasion carry a charge. The organisation is governed by a Board chaired by Deputy Mayor Mete Coban MBE, with four London Borough Councillors, three independent members and a Strategic Resources Committee, and is advised externally by Green Alliance, Eunomia and others. In May 2026, Wayne Hubbard stepped down as CEO after 15 years and Jo Rogers was appointed Acting Chief Executive during a strategy refocus and board renewal cycle.

Name

ReLondon

Legal name

London Waste and Recycling Board (LWARB)

Website

https://relondon.gov.uk/business/

Company type

Private

Operating status

Operating

Short description

ReLondon (the London Waste and Recycling Board) is a Greater London Authority statutory body partnering the Mayor of London and all 32 boroughs to accelerate the capital's circular economy transition through citizen campaigns, borough advisory services, SME business transformation support, and policy research.

Ownership category

akta.pro rank

Product category

Circular Economy Advisory and Waste Management Services

NAICS

Administration of Economic Programs (926), Business Support Services (5614), Waste Management and Remediation Services (562)

SIC

Refuse Systems (4953), Services-Management Consulting Services (8742)

akta.pro primary industry

Reuse & Resale / Recommerce Operations (EUAIANAC)

akta.pro secondary industries

Repair, Refurbishment & Remanufacturing Services (EUAIANAB), Product Take-Back & Reverse Logistics Programs (EUAIANAA), Reusable Packaging & Container Return Programs (On-site) (BPABALAJ)

Keywords

• Circular economy advisory
• Waste and resource management
• Sustainability consulting
• Behavior change campaigns
• Recycling programme support

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Government Funding: ReLondon is a statutory body established under the Greater London Authority Act 2007, funded by the Mayor of London and London's boroughs. The organisation receives core funding from these public sources to support its mission of improving waste and resource management in London.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

ReLondon delivers advisory, research, campaign and grant programmes that help London's boroughs, businesses and citizens reduce waste and adopt circular economy practices. Its portfolio includes behaviour change campaigns, sectoral research and material flow analyses, practical toolkits, business transformation support with grants and matchmaking, and annual showcase events. All activities are funded by the Mayor of London and London's boroughs under a statutory mandate.

Product overview

ReLondon offers a portfolio of behavior change campaigns and support services focused on accelerating London's transition to a circular economy. The core offerings include public-facing campaigns (London Recycles, Love Not Landfill, Eat Like a Londoner, Food's Not Rubbish), annual events (Circular Economy Week, Repair Week), the Circular Economy Matchmaker platform for business connections, toolkits for local authorities and housing providers, and direct business transformation support. These products operate as interconnected initiatives under ReLondon's unified mission to help London waste less and reuse, repair, share and recycle more.

Differentiator

Problem solved

Functional benefit

Products and services

• London Recycles Regional recycling campaign run on behalf of the Mayor of London, designed to inform and encourage Londoners to recycle correctly, with expanded messaging on waste prevention, reuse and repair initiatives. Reaches London's 9 million residents.
• Love Not Landfill Fashion-focused campaign targeting 16-24 year olds to encourage behaviour change in how they buy, use and dispose of clothes, promoting second-hand fashion, reselling and swapping.
• Eat Like a Londoner Campaign engaging Londoners to reduce the carbon impact of household food consumption by reducing food waste and shifting to more plant-based diets.
• Food's Not Rubbish London food waste prevention and recycling campaign designed to motivate Londoners to waste less food and recycle what cannot be used, delivered via hyper-local pilots in Camden, Ealing, Hackney and Islington.
• Circular Economy Week Annual showcase event highlighting circular economy initiatives in London, featuring workshops, events and campaign activities for stakeholders across boroughs, businesses and communities.
• Repair Week Annual event encouraging Londoners and UK residents to develop repair skills, spotlighting local repair businesses with hundreds of repair events across UK cities.
• Circular Economy Matchmaker Digital platform connecting circular economy businesses with investors and public sector organisations seeking to build a greener, more circular city.
• Flats Recycling Package Toolkit Comprehensive toolkit for housing providers, building managers and service providers to improve recycling and rubbish services at flats, including guidance, signage, posters and information leaflets.
• Business Transformation Programme Business support programme offering advice, grants and matchmaking services to London's small businesses (SMEs) to help them embed circular economy business models. Includes engagement with 'Explorers, Boosters and Wizards' segments and a 300+ strong circular SME community.
• Local Authority Support Services Support services for London's 32 boroughs and the City of London including waste reduction planning, recycling initiatives, procurement guidance, planning policy implementation, resident communications and bespoke advisory.

Quantifiable outcome

• 152% increase in recycling rate in Flats 2.0 pilot (from 11% to 27%)
• +4 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• DefracoreStrategic or Co-development Partner · 1 June 2026Defra commissioned ReLondon to deliver FlexFlats project testing flexible plastic packaging collections from purpose-built flats. Project will develop practical toolkit for local authorities to implement Simpler Recycling legislation requirements.
• London BoroughscoreStrategic or Co-development Partner · 1 June 2026Partnership with London boroughs to deliver FlexFlats pilots testing scalable models for flexible plastics collection from flats. Partnership spans high-rise and low-rise blocks, mix of private rented and social housing.
• University of OxfordcoreStrategic or Co-development PartnerPartnership with Circular Economy and Sustainability Lab (CESL) at Oxford's Department of Engineering Science for London's electricals and electronics footprint analysis. Study quantifies first-life and second-life pathways across diverse products.
• ValpakcoreImplementation/ SI/ Consulting PartnerCommissioned with WRAP to deliver London's packaging footprint report mapping material flows across London's packaging supply chain and assessing greenhouse gas emissions impact.
• WRAPcoreImplementation/ SI/ Consulting PartnerCommissioned with Valpak to deliver London's packaging footprint report mapping material flows and assessing climate impact of packaging consumption in London.
• Islington CouncilcoreStrategic or Co-development PartnerPartnership on Cally Circular Food Community project delivering measurable environmental and socio-economic benefits through circular food interventions in north London community.
• PeabodycoreStrategic or Co-development PartnerHousing association partnership on Flats 2.0 research project exploring new ways of increasing recycling from purpose-built flats across London.
• London Borough of LambethcoreStrategic or Co-development PartnerPartnership on Flats 2.0 project with 13-month pilots on four estates, demonstrating 152% increase in recycling rate.
• London CouncilscoreStrategic or Co-development PartnerPartnership through One World Living Programme on reducing consumption-based emissions and driving circular economy across London boroughs.
• Mayor's Fund for LondonminorStrategic or Co-development PartnerPartner on initiatives to reduce packaging waste and drive circular approaches across London.
• UK Circular Cities NetworkminorChannel Partner/ Reseller/ DistributorNetwork participation for local authorities to share circular economy best practices and coordinate initiatives.
• Too Good To GominorStrategic or Co-development PartnerPartnership for surplus food redistribution from businesses to residents as part of Cally Circular Food Community project.
• Manor Gardens Welfare TrustminorStrategic or Co-development PartnerLocal charity partner running Jean's Café surplus food café as part of Cally Circular Food Community project.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Valpak: Producer responsibility organisation partnering with ReLondon (alongside WRAP) to deliver London's packaging footprint material flow and emissions analysis. Comparable as a compliance, data and advisory body working at the intersection of packaging waste policy and circular economy.
• Zero Waste Scotland: Scotland's publicly funded circular economy body funded by the Scottish Government to advise businesses, local authorities and citizens on waste reduction and resource efficiency. Most direct functional analogue to ReLondon at a national-regional level.
• Green Alliance: Environmental think tank chaired in ReLondon leadership circles (Jo Rogers previously at Green Alliance; board advisor Shaun Spiers is its Executive Director) that convenes the UK Circular Economy Task Force. Comparable as a convening and policy influence body for circular economy.

Broad incumbents

• Anthesis Group: Global sustainability consultancy delivering circular economy advisory, supply chain transformation and ESG services to corporates and public sector. Comparable in advising large corporates and SMEs on circular business model adoption.
• WRAP: UK-wide charity delivering circular economy, resource efficiency and food waste programmes for government, business and citizens. Directly comparable to ReLondon as the national-level sibling body that ReLondon partners with (alongside Valpak) on London's packaging footprint report.
• Ellen MacArthur Foundation: Global circular economy thought leadership body whose Network initiative is led by ReLondon board member Joe Murphy. Highly comparable mission around accelerating circular transition, but operating at international thought-leadership level rather than city delivery.
• Carbon Neutral Cities Alliance: Global alliance of cities advancing equitable, carbon-neutral and resilient urban policy that directly funded ReLondon's Cally Circular Food Community project via its Game Changer fund. Comparable as a convening network for city-level circular and climate action.
• Eunomia Research & Consulting: Environmental consultancy formerly led by ReLondon board advisor Mike Brown. Comparable in delivering evidence-based research, policy advice and programme design for circular economy and waste management clients across the UK and Europe.

Emerging players

• Resource Future: Specialist UK consultancy providing resource efficiency, circular economy and waste policy advisory to local authorities and government. Comparable in delivering circular economy strategy and toolkit work for the public sector at a smaller scale than ReLondon.
• UK Green Building Council: Industry-led network driving sustainability in the built environment, overlapping directly with ReLondon's built environment programme led by Tessa Devreese. Comparable as a convening body for circular construction and whole-life carbon in buildings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ReLondon_UK
• LinkedInlinkedin.com/company/relondonuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

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

M&A

Investments10 records

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

Frequently asked questions about ReLondon