Tru Earth
Sustainable CPG · Canada / Netherlands
Eightx provided finance partnership to Tru Earth, the eco laundry brand that publicly added 7,400 new retail locations and opened its first European office in 2024, and that's backed by Export Development Canada and Renewal Funds.
The company
Tru Earth makes eco-friendly laundry detergent strips and other plastic-reducing household products. The company is privately held, headquartered in British Columbia, and backed by Export Development Canada (EDC) and Renewal Funds as growth investors.
The problem
International expansion is a finance problem before it's a marketing problem. Standing up a Netherlands office, modelling EU VAT treatment, building the cash plan for cross-border inventory, sequencing the working-capital draw against retail expansion, none of that gets done by the team that's also running the existing North American business. The CFO need is real, immediate, and specialist.
What we did
- Multi-jurisdiction financial modelling. North American + European expansion scenarios
- Cash and working-capital planning through the retail-expansion ramp
- Investor reporting cadence aligned to EDC + Renewal Funds expectations
- Cross-border operating-cost analysis through the Netherlands office stand-up
What changed
- A first European office. Netherlands HQ stood up in 2024, with the finance plan built and modelled.
- 7,400 new retail locations added in a year. Aggressive retail expansion executed alongside an active finance partnership.
- Investor-grade reporting. EDC and Renewal Funds get the cadence and quality of reporting that growth-stage capital expects.
Sources
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