Growth ‘all the way’ as cloth­ing firm flour­ishes


A LEEK-BASED un­der­wear and nightwear firm, and Staffordshire Moor­lands Cham­ber mem­ber, has ex­pe­ri­enced ex­po­nen­tial growth since mov­ing to its new premises only 12 months ago.

Bri­tish Box­ers, which moved from a small of­fice base to the ground floor of the for­mer White Lion pub on Ash­bourne Road in 2017, has seen sales in­crease by a phe­nom­e­nal 400 per cent since then.

The com­pany was started in 2013 by hus­band and wife Deb­o­rah and Dar­ren Price after Deb­o­rah quit her job as head of buy­ing for a high-end Lon­don nightwear man­u­fac­turer.

It now pro­duces and sells a wide range of men’s and ladies’ un­der­wear, nightwear and cloth­ing and takes its name from Deb­o­rah’s great­great-grand­fa­ther, Jem Mace, who was the first box­ing world heavy­weight cham­pion in 1870.

Deb­o­rah at­tributes the sales growth to high qual­ity and great design, say­ing: “Get­ting those two ba­sics right has been key to the growth of the busi­ness.

Once we gain a cus­tomer they tend to stay with us and tell their friends, which re­ally is the best, and cheap­est, form of mar­ket­ing.”

Both Deb­o­rah and Dar­ren are keen users of so­cial me­dia and have em­braced op­por­tu­ni­ties to seize on op­por­tu­ni­ties boost sales. This in­cluded a twit­ter ex­change re­gard­ing not want­ing to ad­ver­tise with a cer­tain daily news­pa­per on prin­ci­ple, which led di­rectly to over £2,500 of or­ders in­clud­ing one from ac­tor Hugh Grant!

Bri­tish Box­ers qual­ity is counter to the trend for cheap brands and throw-away fash­ion now which can’t stand up to wash­ing and looks life­less very quickly.

Deb­o­rah added: “We use tra­di­tional bold and sub­tle colours which make our gar­ments stand out and last a long time.

“Not long after we started we were get­ting pos­i­tive mes­sages from cus­tomers about how well they stood up to wash­ing.

“We are also con­scious of the dam­age so called ‘throw-away’ gar­ments are do­ing to the en­vi­ron­ment.”

Look­ing for­ward, growth is ex­pected to con­tinue as de­mand shows no signs of slow­ing down and ex­port sales in­crease with or­ders go­ing out to France, Ger­many and the USA.

Deb­o­rah added: “We are proud of our qual­ity and our prin­ci­ples and in­tend to stick with both as the busi­ness moves for­ward.”

Leek-based com­pany Bri­tish Box­ers.

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