Set up in April last year,
Fellaswipes is the brainchild of Colin Bruton who felt there was a gap
in the market for this type of male grooming product.
Colin says:
"We
all clean our teeth in the morning; yet many of us would still pop a
chewing gum or mint into our mouths to freshen our breath throughout the
day. Fellaswipes is no different...they help men stay clean and fresh
whenever they need or want to and for whatever reason. They are
individually wrapped; flushable; biodegradable; pH balanced for men,
dermatologically tested and fragrance free. Fellas are designed by men
for men.
He continues:
"I
never tell men when to use them; they can work it out for themselves;
but I guess there are three main reasons for purchase; firstly, male
grooming - it is nice to freshen up throughout the day; secondly before
or after sex - I know we British still struggle mentioning it; but
apparently some of us do it; and there isn’t always time for a shower;
and thirdly, men with bladder and prostate problems find it a nice,
discreet way to clean up while out and about.”
Colin
realised exports would be key to his success from the beginning so he
contacted UKTI for support early on. As a result the company has
received its first substantial order from a retailer in Australia.
He says:
"I
found out as much as I could about exporting. None of us know what we
don’t know...so if you’re thinking about marketing your products
overseas, talk to UKTI, you will be assigned an International Trade
Adviser and just start asking lots of questions and go on some courses.”
Maggie Neale, International Trade Director for the Black Country says:
"Fellaswipes
is an excellent, innovative new company. With ERDF funding we were able
to support them with international branding, promotion and exhibiting
at international trade shows. As a result the company has been able to
secure what could be very lucrative business in Australia”.
Colin continues the story:
"We’ve
been on UKTI’s Passport to Export Programme which is excellent. We’ve
had invaluable advice regarding FDA (Food & Drug Association)
approval, so I can sell in the USA and Canada. We’ve also had a grant to
help with marketing - it’s really starting to pay off - without
Maggie’s advice I wouldn’t be starting to sell in the USA now. We are in
the process of talking to a new distributor in the States who has big
plans for marketing our product. Thank you UKTI!”
Fellaswipes
employs two full time and three part time staff. But Colin has every
confidence the business will continue to grow and is planning another
five male cleansing and grooming products to be launched over the next
three years. The company sells online throughout the UK and Europe and
more recently Australia, New Zealand, Canada and the USA.
Of the future Colin says:
"Exports
currently account for 25% of the company’s turnover but within two
years, we expect the USA market to account for around 75% of our
turnover. We intend to develop an international male grooming brand and
sell British made products around the world.”
Article: http://nds.coi.gov.uk/content/Detail.aspx?ReleaseID=423097&NewsAreaID=2