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Vow 1A
€32,925
total amount raised in round
- Eligible for a tax reduction
DISCLAIMER
Every investment decision must be based on an examination of an exhaustive set of information provided by the entrepreneur on their online profile. Spreds only proceeds to a limited verification of this information and does not control the investment opportunity within this company. Spreds did not verify the extent to which the business plan is deemed realistic and does not intervene in determining the final terms of the investment, including the retained maximum valuation. Spreds will align itself with the financial terms negotiated with the co-investor(s).
VOW SUSTAINABLE CARE (commercial name: 'VOW') is a new sustainable retail startup (to be constituted), redefining how people access personal and home care products. Its vision is to make sustainable care easy, accessible, and enjoyable— not just for a niche audience, but for everyone.
VOW is:
- A curated retail concept offering effective local, organic, vegan, and circular products — from make-up, cosmetics and personal hygiene to cleaning supplies.
- A network of phygital stores in high-traffic, city-center locations (starting in Leuven), designed to make sustainable care visible, touchable, and part of everyday life. VOW's ambition is to deploy 35 stores in the coming 10 years.
- An online and offline platform and community, that connects conscious consumers, shares tips, and empowers better choices.
- A bridge between virtuous brands and mainstream consumers, solving the current distribution gap in sustainable care.
VOW stands for a promise: a commitment to better consumption, shared responsibility, and long-term impact. For the planet. And its people.
THE PROBLEM
We all know it’s time to change the way we consume — and that includes personal and home care. Consumers are ready: 85% identify as eco-conscious. But only 13% actually buy sustainable care products. That’s a staggering 72% gap.
The reason? Not a lack of will — but a broken distribution model.
Try finding a sustainable shampoo. In supermarkets, it’s like finding a needle in a haystack of greenwashed brands. In organic stores, the focus is on food, the selection is narrow, and prices are high. And while 90% of retail in Belgium still happens in physical stores, sustainable care remains largely inaccessible offline. So consumers go online — only to be overwhelmed by thousands of products they can’t touch, smell, or trust.
VOW'S SOLUTION
VOW makes sustainable care accessible:
Physical access where it matters: 90% of retail in Belgium still happens in physical stores. Yet sustainable care is almost invisible offline. VOW is bringing these products into welcoming, well-located stores — where people already shop — so they can see, touch, and try before they buy.
→ No more hunting in hidden corners of supermarkets or expensive niche shops.
Multi-tier pricing for real-life budgets: VOW offers a thoughtful mix of entry-level, mid-range, and premium products across all categories. Whether someone is shopping on a tight budget or treating themselves to something special, they’ll find options that match their moment.
→ Sustainable care is for everyone.
VOW makes sustainable care easy:
A curated, trusted selection: Consumers are overwhelmed by choice and confused by greenwashing. VOW does the hard work for them by curating a wide range of effective, virtuous, and well-designed products, all vetted for sustainability, performance, and affordability.
→ Less doubt, less research — just better options, clearly explained.
A supportive community: Making sustainable choices is easier when you're not alone. VOW builds a community that shares routines, reviews, and rituals — online and in store — to help people discover products and build habits that stick.
→ Real people, real stories, real help.
A unique Scan & Go experience: VOW’s Scan & Go system lets customers check out instantly via their phone. No queues, no tills. This frees staff to focus on welcoming customers, offering personal advice and real connection instead of transactions.
→ Technology that enhances human service.
VOW makes sustainable care enjoyable.
- Bright, intuitive store design: VOW swaps the dusty, back-to-basics aesthetic of traditional eco shops for vibrant colours, clear signage, and thoughtful product navigation. Shopping becomes uplifting, not overwhelming.
→ A feel-good environment that invites discovery. - Concept store meets circular lifestyle: Beyond care products, VOW features fun-to-browse circular items that support a more sustainable way of living — from clever reusables to refills and design-led everyday tools.
→ A space that inspires better habits, one product at a time. - Moments for connection: Each store includes a coffee corner and experience bar, designed to spark conversation, exchange tips, and deepen community. It's not just about shopping — it's about sharing.
→ Where sustainable living becomes a social experience.
Why Scan & Go?
Scan & Go is not just a tool. It’s a strategic choice that supports VOW’s vision: sustainable, smart, human-centric retail for the future.
- Circularity: No tills, no scanners, no printed tickets. VOW reduces material use and waste through a fully digital checkout experience.
- Operational Efficiency: By removing manual checkout, staff can focus on service and in-store engagement, not till operations.
- Enhanced Experience: Customers interact directly with the webshop in-store, accessing product info, reviews, and suggestions in real time. Digital prompts enable smart, personalized product recommendations — boosting sales without extra staff effort.
- Possible spin-off: Once the scan&go product and associated processes are developed and proven to work internally, VOW would certainly grab the opportunity to develop a secondary retail tech business.
ACHIEVEMENTS SO FAR
A new entity called VOW Sustainable Care BV will be incorporated upon the successful completion of the crowdfunding campaign on SPREDS. This being said, VOW BV (a company founded in May 2024 and with as its sole shareholder the future founder of VOW SUSTAINABLE CARE) has already started developping the activities for VOW Sustainable Care BV. It has already made significant strides in its development.
In 2024, the focus was on building a solid foundation:
In 2024, the focus was on building a solid foundation:
- Through qualitative and quantitative market research, VOW gained valuable insights into its target audience’s needs, motivations, and habits.
- The brand identity, positioning, and overall strategy were carefully defined.
- A unique and inviting store concept was designed.
- A robust 10-year financial plan was established to support long-term growth.
In 2025, VOW shifted from planning to execution:
The webshop was launched with a curated selection of over 300 sustainable products — first in French (March), followed by Dutch (end of May). Marketing efforts will begin in June to generate traction and build a strong, engaged community.
The next major step is to test the concept in a physical space, starting with a first pop-up store in the heart of Leuven’s most vibrant shopping area: the Diestsestraat.
This crowdfunding campaign on Spreds will help make that vision a reality — offering everyone the opportunity to support a more sustainable and inclusive future in everyday care.
Getting Leading Voices Behind the Vision
To maximize its chances of success, VOW has secured the support of seasoned experts from the retail and sustainability sectors. Selected for the Circular Kickstart accelerator, VOW benefits from the teaching of leading voices such as Stefaan Van Diest and Jan Jonker, and is also part of VOKA’s BRYO startup program. Since January, Corinne Dumont, co-founder of the SEQUOIA bio supermarket chain and founder of She Counts Ventures, has been mentoring VOW’s founder directly. For the store concept, VOW partnered with Patrick Glauden and You Studio. With over 40 years of retail experience, including as former Director of Marketing and Innovation at Quick International, Patrick brings invaluable strategic insight to the project.
TAX SHELTER 45%
Investments in this company benefit from a 45% personal income tax reduction. Read more…A remaining amount of €270,075 is available for the Tax Shelter benefit.
Raise summary
| Crowd investments | €32,925 |
| Committed by others | €0 |
| Amount raised | €32,925 |
| Minimum round | €25,000 |
| Maximum round | €600,000 |
| Shares in the company (total round) | 19.355% |
| Pre-money valuation | €2,500,000 |
| Post-money valuation min. | €2,525,000 |
| Post-money valuation max. | €3,100,000 |