Whistl Parcels Q&A with smol | A Story of Growth and Innovation

Laundry capsules through the letterbox? Doing things differently has driven the extraordinary success of smol — the planet‑friendly home cleaning brand now powering more than three million washes a day across the UK.

We recently caught up with Alice Edwards, Supply Chain Director at smol, to talk about the brand’s rapid growth and how Whistl Parcels, part of the Whistl Group, has helped simplify, scale and innovate its delivery operations.

Working closely together, we support smol with mail insights, multi‑carrier tracked parcel services, a consumer returns solution, and international parcel delivery — all designed to deliver an outstanding customer experience.

How smol built a winning subscription model

Whistl Parcels: smol is a remarkable success story. How did it all begin?

Alice Edwards: It started with insight — and serious commitment — from our two founders, formerly colleagues at a global household brand. Paula Quazi is a chemistry graduate with strong marketing expertise, while Nick Green brought a finance background.

They recognised that while consumers wanted to make more planet‑friendly choices, two barriers stood in the way: doubts about performance and a reluctance to pay more. The investment went far beyond funding. For two years, they challenged R&D chemists to refine formulations again and again until they achieved products that were highly effective, affordable and genuinely better for the environment.

That work paid off. In 2017 the formulas were ready, and smol launched the following year with a clear plan: sell online, operate a subscription model, and deliver compact, eco‑friendly packaging directly through the letterbox — conveniently and cost‑effectively.

Scaling sustainably without compromising experience

Whistl Parcels: And how is that original plan working today?

AE: We’re very much on track. Our team of 113 passionate people is focused on delivering super‑effective, cost‑competitive products that use less packaging, less plastic and fewer chemicals. More recently, we’ve expanded into personal care, including toothpaste in aluminium tubes and an anti‑perspirant stick in cardboard packaging.

Whistl Parcels: You were a smol customer before joining the business — which says a lot.

AE: Absolutely. As a customer, I loved how smol took control of the experience — accurately predicting when I’d need refills and delivering them perfectly timed. Now, as Supply Chain Director, that experience is part of my responsibility.

I oversee raw materials, packaging and finished goods, as well as our warehouse operations in Kent. Everything we do in fulfilment has to underpin the customer experience that won me over in the first place.

What Whistl Parcels delivers for smol

“Over the last few years smol has grown significantly while partnering with Whistl Parcels, part of the Whistl Group. We’ve been able to offer multi‑carrier parcel solutions through a single provider. The smol team is fantastic to work with, and the products themselves are brilliant — my personal favourite is the pink grapefruit washing‑up liquid!”

Claire Powder, Account Director, Whistl Parcels

Whistl Parcels: So how does Whistl Parcels support smol day to day?

AE: Where do I start? At a practical level, we fill a Whistl Parcels truck with orders every working day — two on Mondays — ready to be sorted and passed to Royal Mail or Yodel for final‑mile delivery.

But it goes far beyond that. Having a single point of contact makes everything simpler. Our Whistl Parcels Account Manager keeps track of performance, flags issues early, and ensures we’re always fully informed. The whole team feels like a genuine extension of our own.

Innovation through collaboration: Rinse & Return

Whistl Parcels: The ‘Rinse & Return’ scheme came from that close partnership, didn’t it?

AE: Yes. Our fabric conditioner and washing‑up liquid bottles are made from 100% recycled plastic and are fully recyclable — but reusing them multiple times is even better.

We challenged Whistl Parcels to design a way for customers to return empty bottles free of charge and with minimal effort. They came back with an innovative consumer returns solution incredibly quickly, and uptake has exceeded our expectations.

Life beyond smol

Whistl Parcels: With such a busy role, how do you switch off?

AE: Running and pub‑going! Before smol, I worked for an independent brewery in Hackney, and I still love exploring that scene whenever I can.

Thanks, Alice.

To find out more about smol, visit https://smol.com/uk

If you’re looking for a hassle‑free business parcel delivery solution that saves time and boosts efficiency, get in touch with Whistl Parcels.

“Our Whistl Parcels Account Manager keeps track of everything, ensures we’re fully informed, and the whole team is great to work alongside.”

Alice Edwards, Supply Chain Director, smol