Firm’s £11.8m Amazon deal for face masks

robin.jenkins@reachplc.com

ACOMPANY formed just eight weeks ago is providing Amazon with 30 million face masks to be delivered directly to UK frontline workers.

Easybreathing, based in Royal Crescent in Cheltenham town centre, formed at the start of the pandemic.

It has secured an £11.8million deal with Amazon and Cheltenham-based health drink company NFSG, which owns Overhang Drinks, to supply the masks.

The shortage of certified PPE in the UK during the crisis has made headline news for weeks. That led three Cheltenham entrepreneurs to form a partnership.

In the first two weeks of lockdown, Easybreathing successfully imported over two million PPE items into the UK after it’s rapid formation.

It was this early track record that led to the interest from NFSG.

It has distribution links with companies such as Sainsbury’s, Waitrose and Amazon. NFSG reached out to Easybreathing after receiving a call to arms from Amazon for the high-volume supply of PPE.

After seeing an article published by the UK government, Amazon started to gear up its efforts to get PPE for distribution to frontline workers.

It reached out to its platform vendors, of which Overhang was one, in the search for certified equipment. The international connections and track record Easybreathing brought to the table through its supply links in China, added to NFSG’S relationship with Amazon, allowed for a swift and compliant procurement process to take place in line with Amazon’s request for specifically 3Ply IIR Sterile Masks.

In a deal which took six weeks from start to finish and will take a further seven weeks to deliver, Easybreathing, with the support of NFSG, has gone from lockdown start-up to a key PPE provider.

Oliver Bruce, Easybreathing’s chief executive, pictured, said: “We always set out to make a difference where possible. I never thought we would be able to impact the shortage of PPE to such an extent.

“That said, I am thrilled we have been able to do so.”

Amazon has since requested further production schedules from the team with a view to buying a further supply later this year for the consumer market.

William Wilkinson, managing director of NFSG, said: “It’s been a real pleasure to be able to accept the call to arms

“Amazon circulated to their vendors. Having worked with Amazon for over two years supplying energy drinks, I would never have foreseen us pivoting into the world of PPE. We have and I am glad we did so.”