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.”