The Keep Refillery

What The Keep Refillery does

The Keep Refillery is a Canadian retailer founded in 2020 by Jacquie Rushlow and Andrew Murray that sells waste-free personal care and home cleaning products sourced exclusively from Canadian closed-loop suppliers. Customers refill containers in-store (pay-by-weight) or purchase packaged SKUs online via a Shopify storefront. The company operates four corporate retail locations across Ontario in Creemore, Meaford, Kingston, and Toronto, plus an online store that plants a tree through One Tree Planted for every order. A wholesale program targets hospitality operators (hotels with 15+ rooms, B&Bs, AirBnBs) with turn-key refillery solutions, exemplified by a partnership with Langdon Hall Hotel & Spa described as Ontario's first hotel refillery. A franchise program ("Become an Owner") is publicly recruiting operators to expand The Keep Refillery across North America.

The core technology stack is intentionally lean: a Shopify e-commerce front-end, standard payment processors (Visa, Mastercard, Apple Pay, Google Pay, Shop Pay, etc.), and no proprietary software or disclosed AI/ML capabilities. Differentiation rests on supplier curation (every vendor must use zero-waste or refillable packaging and be Canadian), mission-first product standards (natural, biodegradable, vegan, cruelty-free, plastic-free), and brand authenticity rather than technology. Reported social/environmental impact is 550,000+ pieces of single-use plastic saved from landfills. Leadership includes a CEO with prior Canadian television producing experience, a co-founder heading the hospitality division, a fractional CFO with 25+ years of C-suite experience, and a high-profile board including former Lululemon CEO Christine Day, former A&W CEO/Chairman Paul Hollands, and former Adidas SVP Nicole Vollebregt.

The business model combines three revenue streams: in-store and online retail product sales (transaction-based, pay-by-weight in-store and unit pricing online with SKUs ranging ~$1-$70), wholesale to hospitality (turn-key dispensers and ongoing supply to hotels/B&Bs), and prospective franchise fees from a North American expansion program. Pricing is pay-as-you-go with no subscription disclosed. The company is privately held, founder-owned, bootstrapped (no external funding rounds evidenced), and operates as The Keep Refillery Inc. under Ontario jurisdiction. Customer concentration is low; the principal growth constraint appears to be capital availability rather than demand.

Name

The Keep Refillery

Legal name

The Keep Refillery Inc.

Website

https://thekeeprefillery.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

The Keep Refillery is a Canadian retailer founded in 2020 that sells waste-free personal care and home cleaning products through four Ontario stores and a Shopify e-commerce site, sourcing exclusively from Canadian closed-loop suppliers and pursuing expansion via wholesale hospitality partnerships and a North American franchise program.

Ownership category

akta.pro rank

Product category

Refill Retail / Zero-Waste Consumer Goods

NAICS

Health and Personal Care Retailers (456)

akta.pro primary industry

Bulk Food & Refill Stores (Package-Free/Zero-Waste) (CRAHAMAA)

akta.pro secondary industries

Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE), Refill Systems & Tablets for All-Purpose Cleaners (CRAJAMAO), Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE)

Keywords

• Zero-waste retail
• Refill personal care
• Refill home cleaning
• Plastic-free products
• Closed-loop refill store

Headquarters

HQ city

Creemore

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: In-store and online sales of refillable personal care and home products. Customers bring containers or purchase new ones, fill with products and pay by weight/volume.
2. Wholesale to Hospitality: Supplying hotels, B&Bs, and recreational facilities with turn-key refillery solutions including products, dispensers, and ongoing support for eliminating single-use plastic bottles.
3. Franchise Fees: Future franchise expansion model where individuals open franchised The Keep Refillery locations in their communities.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Keep Refillery sells waste-free personal care and home care products through four Ontario refill retail locations (Creemore, Meaford, Kingston, Toronto) and an online Shopify store, all sourced from Canadian closed-loop suppliers. Customers can bring their own containers or buy new ones to refill products by weight in-store, or order packaged zero-waste items online. The company also runs a wholesale program supplying hotels and B&Bs with turn-key refillery solutions and is expanding via a franchise model.

Product overview

The Keep Refillery is a Canadian low-waste retail company offering refillable personal care and home cleaning products through physical store locations and online sales. The business model centers on eliminating single-use plastic by providing biodegradable, plant-based, cruelty-free products that customers can refill in-store or order online. Product portfolio spans personal care categories (body, face, oral, hair, cosmetics, menstruation, baby, pets), home care (cleaning, kitchen), and containers. Key product lines include The Keep's own branded products (soap bars, bath bombs, shower steams, deodorants, essential oils), partnered brands (Jack 59 shampoo/conditioner bars, Elate Cosmetics, TruEarth laundry strips, Attitude sunscreen), and bamboo-based home tools. The company operates 4 corporate store locations with a franchise expansion model and serves wholesale/hospitality partners including hotels like Langdon Hall.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Care Retail Products Refillable and packaged personal care items (body, face, hair, oral, cosmetics, menstruation, beard care) sold to individual consumers via stores and online, plus wholesale to hospitality. Includes own-brand and partner-brand SKUs, all vegan/cruelty-free with natural ingredients.
• Home Care Retail Products Refillable and packaged home cleaning, laundry, and kitchen products sold to individual consumers via stores and online; all packaged without single-use plastic and sourced from Canadian closed-loop suppliers.
• Bamboo Household Tools Reusable, plastic-free household and personal tools offered as standalone retail items to consumers seeking to replace disposable plastic alternatives.
• In-Store Refill Service Weight-based in-store dispensing of personal care and home cleaning products across four Ontario locations (Creemore, Meaford, Kingston, Toronto), enabling consumers to refill reusable containers and avoid single-use plastic packaging.
• Online Refill Service Ship-to-home online refill option for selected cleaning products, paired with a tree-planted-per-order carbon offset program for Canadian customers.
• Wholesale Partnership Program (Hospitality) Turn-key low-waste amenity program for hospitality properties and retail merchants, supplying products, dispensers, and ongoing support to eliminate single-use plastic packaging from guest rooms and retail floors.
• Franchise Program (Refillery Store Locations) Franchised refillery store locations operated by independent owners, extending the corporate retail model to new North American communities.

Quantifiable outcome

• 550,000+ pieces of single-use plastic saved from landfills
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• One Tree PlantedcoreStrategic or Co-development Partner · 1 January 2020Environmental non-profit partnership where One Tree Planted plants a tree for every online purchase made at The Keep Refillery. Part of company's carbon offset strategy for shipping operations. Aligns with mission to give back to nature.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• EcoRoots: US zero-waste personal care and home goods brand selling reusable and refillable alternatives. Comparable product categories and refill-driven brand positioning aimed at plastic-reduction consumers.
• Package Free Shop: US-based zero-waste refill retail pioneer operating online and physical stores selling package-free personal care, home care, and lifestyle products. Closest direct comparable to The Keep Refillery's core refill retail model.
• Zero Market: US zero-waste refill retail concept combining grocery and household refill, offering package-free staples and personal care in small-format stores. Comparable store format and refill-based value proposition.
• Plaine Products: Refillable personal care brand selling shampoo, conditioner, and body wash in returnable aluminum bottles. Comparable as a refill-based consumer brand targeting similar eco-conscious buyers.
• The Good Fill: Vancouver-based Canadian refill store offering package-free personal care and home products. Directly comparable as a North American refill retail peer with a similar consumer mission.
• The Refill Shoppe: Canadian refill retail store based in the Toronto area offering package-free personal care, cleaning, and pantry products. Directly comparable as a fellow Ontario-based refill retail concept serving similar eco-conscious consumers.
• Common Good: Refillable cleaning products brand offering refill pouches for home care. Comparable as a refill-focused brand operating in the home cleaning category that The Keep also serves.
• By Humankind: Refillable personal care brand offering shampoo, deodorant, and oral care with refill formats. Comparable product mix and refill-driven value proposition to The Keep's curated assortment.

Broad incumbents

• Attitude Living: Canadian eco-conscious personal care and home care brand with broad retail distribution. Comparable as a larger Canadian sustainability brand in The Keep's category set, with overlapping product categories such as mineral sunscreen.

Emerging players

• TruEarth: Canadian eco-friendly brand specializing in laundry detergent strips and plastic-free cleaning products. Comparable as a Canadian sustainability brand with overlapping product mix (already sold at The Keep Refillery).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thekeeprefillerycreemore
• Instagraminstagram.com/thekeeprefillery_creemore
• LinkedInlinkedin.com/company/the-keep-refillery

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 The Keep Refillery