SURI is a purpose-driven consumer brand making waves in the personal care and domestic appliance market with their stylish, modular sonic electric toothbrush. Built around circular principles, their product features an aluminium handle and recyclable plant-based heads, earning them rapid market adoption and high-profile expansion into major online retail channels and supermarket stockists across the UK.

However, scaling a consumer appliance brand brings sudden exposure to three distinct UK Extended Producer Responsibility (EPR) statutory regimes: the WEEE Regulations 2013 (S.I. 2013/3113), the Waste Batteries and Accumulators Regulations 2009 (S.I. 2009/890) for the internal lithium cell, and the Packaging Waste Regulations for product cartons and transport packaging.

As a fast-moving entrepreneurial team focused on industrial design, product refinement, and retail growth, SURI needed to establish total statutory compliance quickly without diverting internal engineering and marketing capacity into decoding dense environmental statutory instruments.

The challenge was to establish a scalable foundation that satisfied Environment Agency requirements, unlocked marketplace Producer Registration Numbers (WPRN), and prevented commercial lock-in with high-fee compliance schemes.