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About Us
Our story began in November 2019 with a simple, customer-focused idea: Tree Brothers, a Christmas tree delivery and installation service. We aimed to eliminate the stress and mess of buying a Christmas tree, handling the entire process to ensure a seamless experience. What started as a temporary venture quickly grew into a small business, now in its sixth year, serving corporates, markets, hotels, schools, and events.

However, the festive season also revealed a bleak reality during this time: the immense waste generated, particularly the vast number of Christmas trees destined for landfill. This ignited a purpose-driven mission for sustainable solutions.
Hugo Knox starting out with Tree Brothers in it's infancy years

This led to the birth of ORNA (Optimised Reused Natural Assets) in 2023. ORNA is a sustainable materials startup dedicated to transforming waste into natural, low-carbon products. We are committed to building a circular economy, minimizing waste, and maximizing the potential of natural resources.


We've made significant strides, forging impactful partnerships with esteemed academic institutions like LSBU. Last year, we proudly launched our first product at Winter Wonderland: crafting decorative Christmas baubles, made from repurposed Christmas trees. We recently received further support from Southwark Council awarding a grant which has helped provide us with a dedicated space to innovate and develop new sustainable products.


To further our mission, we recently launched CIRCA, a waste management business committed to ethical waste removal and disposal. CIRCA works in synergy with ORNA, ensuring waste is handled responsibly and contributing to our vision of a truly circular economy.

At the heart of our businesses is a dedication to sustainability, innovation, and a vision for a greener future. We're transforming waste into valuable resources, one product and one partnership at a time.

Christmas tree waste
Clients
Supplier for Audi
Supplier for Peninsula Hotel
Supplier for Peppermint
Supplier for RCA
Supplier for Microsoft
Supplier for AOK
Supplier for CortenCapital
Supplier for MM
Supplier for The Squad
Industry Partners
Supported by The Kings Trust
Enrolled on the NCTA
Industry Parnters with ReLondon
Enrolled on Business Growth for Innovate UK
Supported by Southwark Council
Supported by Southwark Council
Part of ASBP
Academic Partners
Supported by UCL
Supported by UAL
Supported by LSBU

“From Christmas tree waste to low-carbon innovation
— discover how Hugo Knox and ORNA are turning discarded trees into a greener future with the help of BIG South London and LSBU.”

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