Hey!

I’m William 👋🏻

I’ve been incredibly fortunate to spend the last several years helping build Estrid from an ambitious idea into a true European household brand. We entered a category many believed had already been won. Today we sell more than 10 million products each year, profitably, to millions of customers across Europe.

What I’m proudest of is having had the chance to help build much of the company alongside some exceptional people. Businesses are built by teams, and I’ve been lucky enough to work with some brilliant ones.

Along the way I’ve realised I’m drawn to a particular kind of company. Products that make people’s lives tangibly better. The ones that really steal my heart are those that do it with a little bit of magic.

I have a soft spot for the early years, when everything is still taking shape. Small, ambitious teams. More questions than answers.

From time to time, I get the opportunity to work alongside founders building businesses like these. Sometimes I help untangle operations or strategy, sometimes it’s simply making sense of the chaos. Mostly, I help build the company that an exceptional product deserves.