Toilet paper – the case of Happy Toilet


Online toilet paper supplier ‘Happy Toilet’ has been offering subscriptions for more than a year, in addition to one-off sales. They now service a small client base of fifty, mainly double-income, high-end families, on a subscription basis.

Focus on top-end

Depending on household size and composition, the toilet paper is delivered in a fixed quantity and frequency. Happy Toilet is not trying to compete with price competitors, but focuses on the top-end segment that is willing to pay extra for a premium product (high number of sheets per roll, multiple layers, quality label). In addition to high quality, Happy Toilet offers convenience: consumers never have to drag large bags of toilet paper or find themselves without it when they need it most.

Never out of rolls

If customers still happen to run out of toilet paper before the new delivery has arrived, they can simply order some extra rolls for free to have a sufficient amount of paper until the next delivery. This ‘never out of stock’ service is just one of the ways Happy Toilet tries to strengthen customer relations. The company also includes extras like fragrance samples or flyers from other subscription services with their deliveries.

Complicated to estimate right usage frequency

The added value of a toilet paper subscriptions for customers is debatable. It is indeed a must-have product, but estimating usage frequency is not easy. While oversupply might disturb customers—having to stock large amounts of toilet paper rolls—undersupply compromises the idea of ‘convenience’. In addition, Happy Toilet does not seem to have many costs benefits compared to large retailers, which reduces its competitiveness and potential customer base