Indigenous-owned toilet paper business Yarn’n has just secured a significant distribution partnership with Bunzl, a major B2B distributor and service provider.
Signing a contract with a distribution giant is a big step for a small business – but it’s just the latest partnership for Yarn’n.
Founded by Lane Stockton and David Croft in September 2023, the business is stocked nationwide thanks to its extensive contracts with both B2C and B2B distributors. While this broad distribution network appears lucrative, Stockton isn’t just in it for the profit – the brand donates 50 per cent of its income to educating First Nations children via a partnership with not-for-profit Yalari.
It’s this powerful mission that is getting the brand picked up by major businesses, Stockton told ISB.
“Companies are very much looking for genuine Indigenous businesses that are doing good things in the community,” he said. “Most companies, especially bigger companies, have RAPs – Reconciliation Action Plans – which essentially plans out how they’re going to work towards a better future for Indigenous businesses, and how they introduce them into their business and whatnot… We very much fit in that wheelhouse.”
Getting noticed
While opportunities for Indigenous-owned businesses are out there, getting connected – and validating the business’s viability and mission – is another story. Prior to starting Yarn’n, Stockton was a builder with no FMCG industry experience or connections. He said that many of the brand’s contracts, especially earlier ones, came from cold outreach.
“I knocked on the door of Woolworths, and I said, ‘I want to introduce myself and my brand – I think we’ve got a really cool story and I’d love to see more Indigenous representation on the shelf,’” he said.
The latest partnership with Bunzl came about through a contract manufacturer who pitched Stockton’s company to a higher-up. The recommendation led to a meeting, but Stockton said the distributor vetted Yarn’n extensively before coming on board.
“They want to look at your certifications. We’re Supply Nation certified and FSC certified,” he said. “They’ve met with Yalari directly themselves – [that’s] the nonprofit that we support – just confirming that if they support a brand like ours, they’re supporting the right brand.”
Stockton said that his distributors have been very accommodating with factors like lead times and payment terms – an experience that is certainly not universal for small suppliers. He describes doing business with them as a “real pleasure”.
“They’ve walked me through a lot of things,” he said. “Accounts and all that backend stuff – they’ve been really good with supporting us.”
Next steps
The new contract is a big step for Yarn’n’s B2B operations. Bunzl services some of the biggest players in the market, from large businesses to government bodies, giving the small business access to new opportunities.
“It gives me confidence in the market – going out and talking to, say, a hotel chain of 200-300 hotels, and knowing that Bunzl can quite easily handle that account and distribution without a headache,” said Stockton.
It’s also a win for the business’ legitimacy and credibility, he added – something especially vital to a social enterprise with a big mission.
- This story was originally published on Inside Small Business.
