Business details

Background:

Established in 2017 as a small, family run business based in Devon. Since launching activewear in 2020, the business grew into a thriving company with 52,000 customers serviced in the last five years.

The brand has had an impressively strong and loyal following since 2020 and has 31.8,000 followers on Instagram and 99.4,000 on Facebook.

The business was created when the founder struggled to find clothing to fit our first son'S 'Sturdy' thighs.

After using a local seamstress to create his leggings, they were so popular we started selling the range locally and quickly expanded the range to include dungarees and pinafore dresses.

Soon it was very clear there was a huge demand for our unique designs and it wasn'T just the kids that loved them. From parents wanting to match their funky kiddo'S clothes, to grown-ups wanting their own fun designs, the range just grew and grew.

We set out to find the right designers and suppliers to bring these ideas to life and we think we'Ve nailed it!

The brand offer great designs backed by outstanding quality. The leggings are 100% squat proof, feature optional thigh or waist pockets and are size and height inclusive to suit every customer.

Financial History:

The business grew rapidly during lockdown and sustained growth allowed the business to achieve gross sales of £811,000 in FY23 and £1.26m in FY22. However, profitability was impacted by high levels of debt and uncontrolled costs. Despite these challenges, the brand maintained its appeal and demonstrated resilience in its sales performance.

The brand was acquired by another business in February 2024 in an official sale of trade and assets. It is important to note that the business currently has no debts other than trade payables and a balance on the directors loan account.

Since the acquisition of the brand, the business has been able to achieve sales revenue of £36,000 and £17.8,000 profit before tax over a 60 day period of trading. When annualised we estimate to estimate full year revenue of £200,000, gross profit of £110,000 and operating profit of £43,000. A provisional EBITDA of £43.4,000 has been calculated.

Marketing Potential:

Our current sales under the brand have been primarily driven by subscriber emails and organic marketing posts. We have a subscriber list of 40,000 contacts, following a strategic rationalisation process to remove inactive subscribers. With this engaged audience and the potential for substantial growth through strategic enhancements to our marketing strategy, including increased investment in paid ads, SEO optimisation, and various other avenues, we anticipate significant expansion in sales and brand visibility.

Operating Information:

The business is operated from Exmouth, Devon but warehousing and distribution are outsourced to a specialist third party provider based in Birmingham. This reduces operational costs, and we also benefit from savings on postage as the third party achieves preferential rates due to the volume they process.

We source our products directly from the manufacturer in Mainland China and all products are made to order.

We utilise the services of a designer based in the Netherlands who designs our legging patterns for us based on our briefs. Most of our designs are created based on customer ideas and we ask customers to vote between different designs to choose the final design which will go into production. Once the final design is confirmed we will order a sample from our manufacturer and photograph the product. We outsource our photography services to a photographer who has worked for the brand for several years.

We operate partially on a pre-order model, where designs are released for customers to be able to order on pre-order with delivery usually estimated at six weeks after the pre-orders are closed. We also replenish core lines and bestsellers regularly to be sold as in stock items for customers who are averse to ordering on pre-order.

Not only do we pride ourselves on our outstanding in-house customer service, but each design is also inspired by our customers hobbies and interests.

Happy customers is what means the most to us. Customer service has always been at the forefront of what we do at and we listen to our customers and develop new products based on feedback that we have had. We even have a suggestions form on the website that you can write down what design you want to see next and all designs over the last year has come from this form. Without you, we wouldn'T be anything and we have created a community at which I thank you for being part of.