The Accelerated Growth Programme helped turn our broad ambition into a focused, actionable carbon reduction plan. We're now a greener, stronger business.
From its base in Swansea, Something Different Wholesale has become a major force in the UK's giftware sector. Founded with a focus on quality, flexibility, and service, the company now boasts a turnover of £11 million, a team of 75 staff, and a customer base of over 25,000 B2B clients worldwide. Their vast range, which includes giftware, home fragrance, garden items, and spiritual wellbeing products, has made them a go-to supplier for independent shops and large retailers alike.
Alongside its commercial success, Something Different Wholesale is also demonstrating that sustainability and growth can go hand in hand. With support from the Business Wales Accelerated Growth Programme (AGP), the company has embedded carbon reduction into every aspect of its operations, from energy sourcing and packaging to logistics and supplier engagement. Finance Director Craig Brown shares the journey so far and how AGP support helped them translate ambition into impact.
What motivated your commitment to sustainability?
Businesses have a responsibility to lead the way for future generations. Reducing our carbon emissions is about long-term resilience, operational efficiency, and doing the right thing for our communities, customers, and staff. Sustainability is deeply aligned with our values and is becoming as important as price and product quality in buying decisions.
How did AGP help you on your sustainability journey?
Our biggest challenge was data. With such a broad international supply chain and complex logistics, tracking emissions was time-consuming and often incomplete. Freight data was especially challenging to measure due to inconsistent reporting from overseas suppliers.
Support from AGP sustainability experts helped us break down this complexity. They provided us with practical frameworks for calculating emissions and guided us through the process of building a phased, realistic reduction plan. Their tools helped standardise our approach, and regular reviews kept us focused and accountable.
What operational changes have you made as a result?
AGP's support helped us take bold, practical steps. We've eliminated inbound air freight, installed 2,000 solar panels, and switched to certified renewable electricity, resulting in a reduction of over 70% in Scope 1 and 2 emissions since 2022. We've also streamlined our shipping and partnered with logistics providers using lower-emission transport.
Next, we're ramping up our sustainable packaging efforts by repurposing inbound cartons, using more recycled fillers, and redesigning parcels to reduce waste. We're also encouraging greener commuting through EV salary sacrifice schemes and consolidating freight with suppliers to further reduce emissions.
What kind of measurable impact have you seen?
We've made strong progress in reducing emissions we directly control. Since 2022, we've reduced our Scope 1 emissions by 78% through decreased vehicle use and our Scope 2 emissions by 70% thanks to the adoption of solar energy and renewable electricity, which now powers 100% of our operations.
Scope 3 emissions are more complex. While we've cut waste and water-related emissions by 44%, overall figures have risen slightly due to increased business activity. Freight alone now accounts for 75% of our total footprint, making it our top priority for the future.
Encouragingly, our sustainability efforts are resonating with customers. We're seeing growing demand for transparency around ethical sourcing, packaging, and energy use and our proactive approach is helping us win loyalty and stand out in a crowded market.
Internally, these efforts have boosted team morale and engagement, creating a shared sense of purpose and collaboration across the business.
What are your next sustainability priorities?
Over the next 2–3 years, we will focus on our biggest remaining emissions sources: freight, packaging, and commuting. We'll consolidate shipments, partner with low-emission couriers, and optimise packaging using more recycled materials and smarter parcel design.
We're also promoting greener commuting through EV schemes, carpooling, and e-bikes, while continuing to upgrade energy efficiency across our buildings.
To support this, we're expanding our sustainable product ranges, improving eco-labelling, and launching a "Green Champions" team to maintain momentum.
What advice would you give to other SMEs starting out?
Don't wait until you have all the answers. Start small, focus on high-impact areas, and build momentum. Use data to guide your efforts and collaborate with suppliers, partners and staff alike. Most of all, seek support.
What has been the bottom-line impact of AGP's support?
AGP's support has been genuinely transformative. Sustainability is now built into our strategy, culture, and day-to-day operations. We're more efficient, more competitive, and better equipped to grow responsibly.
They helped turn a broad ambition into a focused, actionable plan with the right tools, expert advice, and ongoing support. Simply put, AGP helped us become a greener, stronger business.
Find out more about the Accelerated Growth Programme here.
Find out more about Something Different Wholesale here.