At Eqo we want to offer you the very best reusable products, to help you reduce the amount of waste you and your family produce, and make your home a happier, healthier place.

So the first thing we do in choosing products to put on this website is look for things that we would really want to own ourselves - attractively designed, well made, a pleasure to use.

But, as well as following our own instincts, we try to be a bit more scientific - by judging each product against the four criteria you see in the diagram.

We don't insist that every product we sell must necessarily tick all four boxes - but two (one of which must be stylish!) is an absolute minimum. And many of the lovely things you'll see on this site score three, or a perfect four.