A London sportswear company that created a breakthrough new fitness product – the breast support band – is set to become a major player in the United States after teaming up with a Los Angeles marketing company.
Boobuddy, the pioneer of a band that prevents pain caused by movement during physical activity, has forecasted sales to the US of more than £1million after securing a lucrative two-year partnership with marketing company GiddyUp, which specialises in promoting innovative and disruptive international brands in the United States. GiddyUp will deliver a £100,000 marketing campaign for the Boobuddy range in exchange for a percentage of the brand’s revenue.
The Sutton-based business met GiddyUp while attending a trade mission to Boston, Chicago and Los Angeles, funded and organised by the Department for International Trade (DIT). As part of the mission, Boobuddy met with potential partners, distributors and retailers to boost its existing presence in the US market.
The increase in sales to the United States will double Boobuddy’s turnover and the business has this year opened an office and warehouse in Boston to support its US operations.
Boobuddy was launched in 2017 after founders Stevie Craig and Fiona Watson spotted a gap in the sports and fitness market. The entrepreneurs were inspired after seeing similar products used in the healthcare sector as a protective measure after surgery.
Stevie Craig, co-founder at Boobuddy, said: “We place a lot of emphasis on the fact that our products are designed in the UK, which has helped to increase our sales in the US. In our experience, a British label makes a product more exciting to American consumers, who see it as a mark of high quality from across the pond.
“Attending the trade mission to the US with DIT last October was the perfect opportunity to find and connect with potential partners that could support our growth in the US. The team at GiddyUp were instantly on board with our vision and could see that the brand had potential to become a market leader in the US.
“We estimate that we’ve already sold 150,000 Boobuddy products to consumers in the US, however thanks to the partnership and campaign with GiddyUp this could double to as much as 300,000 over the next 12 months. My advice to any London business thinking of exporting is to just take the first step and do it. If we can export our products across the globe, so can other British brands.”
Parveen Thornhill, Head of London Region at DIT, said: “One of the most important things when looking to start or grow a presence overseas exporting is finding the right partner, which Boobuddy has proved isn’t necessarily a distributor or buyer. By creating this mutually beneficial relationship with GiddyUp, Boobuddy will be able to grow its sales in the US to a greater degree than it could have done alone.
“Any London business with the ambition to replicate Boobuddy’s success shouldn’t hesitate to get in touch. We have a team of International Trade Advisers located across the region who can support businesses with practical advice, training sessions and introductions to valuable business contacts overseas.”
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