Celebrating Equipmii: A Game-Changer in Inclusive Shopping

The Problem: Shopping Should Work for Everyone

Imagine you have one hand, or you’re a wheelchair user, and you’ve just had a baby. You need a pram—but has the product design or description considered your needs?

For millions of people, the answer is no. Over half of disabled people in the UK feel that mainstream brands overlook them in product design and descriptions. This leads to frustration, costly returns, and a shopping experience that often feels exclusionary.

The Solution: Equipmii

Equipmii is redefining how people with physical impairments find and shop for products. At the core of their mission is a revolutionary product-matching engine, powered by the lived experiences of people across thousands of different impairments and conditions.

This engine drives two key solutions:

A personalised recommendations platform

Matching people with products suited to how their body works—whether it’s prams, hairdryers, or anything in between.

Equipmii Insights for brands

A platform that helps retailers understand how their products work for different impairments. It highlights design improvements, provides tailored product information, and reduces return rates—improving customer satisfaction while boosting sales.

With 25% of the population living with a physical impairment, inclusive design isn’t just an ethical consideration—it’s a business opportunity. The disability market represents £274bn in annual spending power, yet it remains largely untapped. Equipmii is changing that.

Our Journey with Equipmii

In 2024, Red Badger selected Equipmii as one of our social value projects, providing UI/UX support and developer expertise to help shape their V1 matching engine. A special thanks to our very own Cedd Burge and Susie Purvis, who played a key role in supporting Equipmii’s founder, Claire Given, on this journey.

Since then, Claire’s work has been recognised with the 2025 Innovate UK Women in Innovation Award, celebrating her mission to transform the shopping experience for millions of people with physical impairments.

Reflecting on the award, Claire shared:“It’s thrilling to be recognised alongside such highly talented and inspirational women. For Equipmii, this is a massive validation of our mission. I know from personal experience how difficult it can be to find products that truly suit individual needs, and we’re setting out to fix this problem for both consumers and retailers. The support I received from Red Badger played a part in making this possible, and I will forever be grateful for their support of me and Equipmii.”

Looking Ahead

Our connection with Equipmii continues to grow. Cedd Burge has now joined Equipmii as Tech Lead, and we hope to remain close to Equipmii for years to come. Reflecting on the move, Cedd shared:“I was sad to say goodbye to all the great people at Red Badger, but hopefully we will stay in touch and continue to support each other. I am very excited about the future at Equipmii!”

At Red Badger, we believe in using technology to solve real-world problems, and Equipmii’s mission is one we’re incredibly proud to have supported.

Equipmii is on a mission to make shopping work for everyone—because no one should feel overlooked.

🔗 Learn more: www.equipmii.com