This gives us a clear sense of direction as a business. Our values, below, help us do the right thing every day to deliver our vision.

Our values

Going the extra mile

We always give our customers the kind of service we’d like to receive. We deliver on our promises, whether trudging through snow to deliver precious Christmas orders, or successfully building from scratch to launch in just seven months.

Deliver happiness

We aim to find the best and simplest way to help our customers, to make shopping easy and convenient for them, and give them more time to spend on more important things. You might call it “feel good shopping”.


We want to do so very much; our work has only just begun. We are driven to do better; to find new, smarter ways to solve problems. That's how we’ll continue to delight our customers and thrive as a business.