About Green Pioneer

Green Pioneer is a distribution company focused on bringing stylish, ethical products to the European retail market.

We sell design-led products for sustainable living, which means they might be:

  • designed to reduce waste and encourage reuse
  • made from sustainable materials such as seagrass, jute or organic cotton
  • made from recycled and upcycled materials;

We made the decision to cease the distribution of other brands in January 2025, and will instead focus our time and energy on our own labels, ReSpiin and A Slice of Green. We supply retailers in over 20 countries around Europe – from Iceland to Spain! If you'd like to join them you can apply to become a stockist here.

Meet the team

Charity Nichols

Charity has worked in retail all her career, spending 15 years working for John Lewis, one of the UK’s biggest retailers.

She looks after the sales and marketing elements of Green Pioneer (and our brands ReSpiin and A Slice of Green) so spends a lot of time managing the website, writing newsletters, and taking endless pictures to share on our socials!

She is also a partner at The Inner Yard, a lovely gift shop on the edge of Salisbury Plain.

Will Nichols

Will’s previous career focused on finance and market research, and he spent the years before founding Green Pioneer working for Sony Europe.

His expertise helps Green Pioneer manage the complexities of distribution including importing, exporting and managing currency and credit risk.

He looks after all of the operational sides of the business (and is also an excellent cook so look out for his creations in our A Slice of Green lunchboxes!).

Lola Nichols

Lola is an important part of the team, and helps around the office by tidying up any lost food, sleeping and snoring loudly.

She loves watching the birds out of the window and occasionally has a mad moment and races around under the desks.

She feels rather exploited by the number of pictures her mother takes of her to put on instagram (and would love to hear from any other office dogs who have the same issues!).