Startup spotlight: Peachies

In the last of our 'Startup spotlights', showcasing each of the companies taking part in our 6-week AND Startup Accelerator, in partnership with Google Cloud, we’ll be looking at Peachies, a premium nappy brand with ambitious plans for European domination. 

We spoke with Co-Founders Morgan Mixon and Rima Suppan, to learn more about their inspiration and journey:

INTERVIEWER: Can you tell our readers a bit about your background, and what inspired you to start this company?

Starting Peachies during our time at Imperial College London was an unexpected yet incredibly fulfilling journey. Both of us come from family business backgrounds, which planted early seeds of entrepreneurship in our minds - even if we didn’t anticipate taking that path so soon. Imperial proved to be the perfect environment for venture building. With a strong network and resources, we each independently decided to dedicate our Master’s program to exploring ideas and creating something impactful.

When it came to the idea itself, we knew we needed to work on something that would inspire us to get out of bed every morning. Traditional B2B SaaS (business-to-business software as a service) didn’t spark that fire. But as we looked around, we saw our friends and family starting families of their own - a natural customer base we were passionate about supporting. The world of consumer products, especially one as essential as nappies, stood out as a challenging yet rewarding space. This industry is large, global, and dominated by traditional incumbents, giving us a prime opportunity to reimagine the experience for the people we love. With Peachies, we’re driven to solve the unique challenges that come with physical products, from supply chain logistics to working capital. The process is complex, but it makes every success more meaningful. Beyond just product innovation, we’re also passionate about setting a new standard for sustainable, customer-centred experiences in an industry that touches so many lives.

Our journey is also deeply rooted in our partnership. Each day, we’re grateful to tackle

challenges and celebrate wins together, pushing each other to grow and keeping the vision alive through all highs and lows. Peachies is about more than just creating high-quality products; it’s about empowering parents to raise happier, healthier children who will, in turn, make more sustainable choices for their own futures. This commitment to nurturing both parents and the planet is what drives us, and we are proud to be a part of a new generation of founders committed to making a meaningful impact. 

Rima leads commercialisation, marketing, and is behind the company’s brand look and feel. She’s a passionate entrepreneur and self-made diaper engineer, with an international background in e-commerce, digital marketing and consulting. Rima holds a degree in Innovation, Entrepreneurship and Management from Imperial College London where Peachies was born, and speaks German, Spanish and Catalan. 

Morgan nerds out over product development and supply chain for Peachies. She previously was Chief Operating Officer of accelerateHER (now EQL:Her and part of Founders Forum), where she managed a million pound portfolio of partnerships. She also has corporate communications and operations’ experience in traditional and sustainable energy industries. Morgan holds a MBA from Imperial College, and speaks Mandarin and Italian. A 2022 Management Today 35 Women Under 35, and proud mama to Lev.

Morgan Mixon & Rima Suppan, Co-Founders, Peachies

Can you briefly state your product, what it does and the problems it solves.

Peachies is the premium nappy brand for contemporary parenting. An upgrade to the humble baby nappy, Peachies are engineered for exceptional softness and longer nights. We have

always been laser focused in understanding how to create uncharted value for families, because parents are our protagonists; we design our products to create value in their lives. By creating a new category in our space, we blend form and function. The results are more sleep (the ultimate parent currency), fewer nappy changes in the day, less mess (read, less laundry), and maximum comfort for the baby. Those benefits are complemented with a subscription service, which ensures families eliminate those all-too-frequent panic induced runs to the shop for nappies.

Peachies' nappies, engineered for softness

Are there any innovative features or functionalities in your product that you’re excited to share?

Peachies are distinguishable from competitors by the quality of the materials and the design of our fit. With a quilted, high-loft backsheet, super sticky tabs and extra-wide cuffed legs, our advanced nappies are engineered to not only absorb 3x faster than the big brands, but also to keep the mess locked in. Peachies offer 70% more liquid capacity, and our breathable innovative design uses moisture-wicking, airy materials that help prevent the build-up of heat and humidity that lead to nappy rash, and allow your baby’s skin to breathe. We also got rid of all fragrances, dyes and harmful chemicals, and are the only UK nappy brand rated 5-stars across all categories by Mother&Baby.

Peachies' nappies absorb 3x faster than the big brands

What challenges have you faced so far in your startup journey, and how have you overcome them?

This question evokes a chuckle because the challenges are daily. What you get better at as a founder is riding the rollercoaster. The lows don’t trip you up as much as they did in the beginning and the highs are sweet, appreciated, and fuel to keep going. The foundation of our coping mechanism, however, is our partnership as founders and the depth of the team that is in the trenches with us everyday. We lean on each other. We aim to foster a culture of learning whereby honesty and accountability are treasured, mistakes are seen as the best opportunities to learn, support is intrinsic, and successes are shared among us. We also remind ourselves to put on our shoes the next day. Meaning every day is a new start.

Can you share a recent achievement that you’re particularly proud of?

Without a doubt, the team comes to mind. The competition for talent is steep, and we have brought to Peachies three extraordinary operators across growth, brand, operations and

customer experience from leading brands, including Harrods, Smol, Lick, Trip and Soho Home. That, for us, is an insanely exciting cohort of brands to learn from, but what’s more energising is the individuals who are joining Peachies as part of the founding team. They are brilliant, kind and motivated to go head-to-head with some of the most recognisable consumer brands of all time.

Not your normal nappy

What are the short and long-term goals for your startup? How do you envision your company evolving over the next few years?

We’re on a mission to make parenthood the most joyful of life’s chapters. We focus on creating outstanding products with intuitive design and unmatched performance. We wrap our product experience with a world-class, digitally-native customer experience, to be a shoulder parents can lean on in this chaotic and beautiful time of their lives. We’re also out here to overtake Pampers as the No.1 nappy brand in Europe (for starters). Short-term, in 2025, our lean and mighty team of five is dedicated to growing our UK subscriber base and launching a new product in our nappy range.

How can our readers learn more about your company or get involved?

Our website is the hub of all things Peachies - from product information to our blog Derrière Diaries. Check out our Instagram - @wearepeachies - for a taste of the brand we’re building, which seeks to provide useful resources for navigating parenthood. LinkedIn is also a great place to hear more about Peachies’ growth and our approach to leadership.

Thank you to Morgan and Rima for sharing their insights and journey with us! 

You can read about their fellow AND Startup Accelerator cohorts Circle of Style and MONPURE by clicking on the company names. We’ll be checking in with all of our startups as the accelerator progresses, so stay tuned!

The AND Startup Accelerator in partnership with Google Cloud, is a platform designed to help leading startups grow and scale by harnessing AI technologies. Participants will receive hands-on training and coaching to advance their AI, data and cloud skills, led by Google Cloud specialists and our digital upskilling experts at AND Digital.

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