Firm buoyed by results
SPORTS equipment group Bluefin Trading is set for a buoyant Black Friday and beyond, as more people seek release from Covid restrictions by splashing out on home fitness gear and open water pursuits.
Best known for its inflatable paddleboard kits, designed in- house and with competitive price tags, the west Yorkshire- based online retailer has been in the fast lane since Charlotte Smith with business partner Will Vaughan founded it in 2013 just after leaving university.
From plastic kayaks that became too difficult to ship, they innovated, progressing with vibration fitness plates, hoverboards, portable fridges and the paddleboards, all keenly focused on affordability.
Now the company has matured into a four- seasons business with the goal of a £ 35million turnover in the next couple of years for its three brands, Bluefin Fitness, Bluefin SUP and Bluefin Active.
Sales, once primarily through Amazon, are now split between the giant operator and Bluefin’s websites.
“E- commerce and online hugely influenced us in the beginning. In hindsight, it was a good move when we decided to keep selling directly to the consumer. It has stood us in good stead, we own our customers and listen closely to them,” Smith explains. “Social media has helped us to grow communities and trust in our products.
Committing to an online advertising budget made a big difference, helping us get a well- above- average return on investment.
“Now Covid has had a direct impact on the fitness sector and sales of home gym equipment. Black Friday has always been very important for us and it’s the same this year. The eco- friendly focus has driven paddleboarding as a low carbon pursuit among watersports.”
Manufacturing takes place in the Far East to Bluefin’s specifications, although Smith says she is on the look- out for UK production opportunities.
Staff numbers have grown from four to more than 30 in the past two years, with another 10 on the cards.
“We recruited later than we should have in the past,” reflects Smith. “Now we have a programme for this and a middle management team. Being reactive does not work.”
Germany generates 50 per cent of sales. “HSBC and its global trade team have been incredible, helping us deal with the working capital pressures that came from this success,” adds Smith. To buffer any Brexit holdups, Bluefin has taken extra warehousing space both in the UK and the Netherlands.
Expanding sales to Australia, the UAE and South America loom large in the company’s plans.
Should anyone know of a more sustainable form of PVC or an ecofriendly equivalent for Bluefin’s next generation of paddleboards, Smith urges them to “get in touch”. “Our aim is to become a household name and innovation makes it happen.”
● bluefinsupboards. com
● bluefinfitness. com
‘ Social media has helped us to grow communities’