Newcastle’s Niré Beauty, which manufactures high-quality make-up brushes and make-up accessories, is expecting to see 60% of this year’s Christmas sales come from overseas customers, as it continues to target growth through exporting.
The business, founded in 2015, began by selling its products in the UK market, but quickly found demand for its products abroad. Niré Beauty now sells to customers in France, Germany, Italy and Spain through its British and French websites, as well as a range of e-commerce platforms.
The firm has been working closely with international trade advisers from the Department for International Trade (DIT) since 2017 to help develop its e-commerce strategy, and access translation services for its marketing materials.
Over the last two years, the business has seen export sales grow from 30% to 54% of its annual turnover, with sales in the Italian market growing by 300% last year.
Sales in the fourth quarter of the year (October – December) make up around half of the firm’s total annual revenue.
Erin Graybill, founder, Niré Beauty, said: “Christmas is a very busy time of year for our business, as our products are perfect for gifting. Thanks to strong overseas demand, we’re expecting this year’s festive season to be bigger than ever.
“I founded Niré Beauty from my laptop in 2015, and we’ve since grown to 10 members of staff.
“Exporting quickly became a big part of our strategy for growth. By the end of 2016, 30% of our revenue was generated from overseas sales, and this figure has only increased since then.
“DIT’s support has played a role in scaling the business by helping us build export sales through e-commerce and making improvements to our own website.
“It has also supported us in navigating issues like the language barrier. Good translation requires strong cultural - as well as linguistic - knowledge, and DIT has supported us in accessing translation services to ensure our marketing materials communicate our brand values accurately to overseas customers.
“We’re now working with DIT to identify potential new export partners in Northern European markets, as well as continuing to focus on developing our existing export base.”
David Coppock, head of region, North East, Department for International Trade, said: “Niré Beauty is one of the many North East business already benefitting from strong overseas demand for our goods and services. In fact, in the year to June 2018, exports of goods from the North East totalled £13.3bn, up 7.7% on the previous 12 months.
“We have a range of support options to help businesses of all sizes navigate the exporting process. This includes one-to-one guidance on issues ranging from tax to e-commerce through our network of International Trade Advisers, as well as introductions to potential new overseas buyers, and places on regular trade missions to key markets of interest.
“Many more business like Niré Beauty can take advantage of overseas demand, which is why I’m encouraging anyone interested in seeing how they can start or grow their exports to get in touch with our team.”
Michelle Ovens, director of Small Business Saturday, said: “Across the UK, small businesses have provided their expertise and services to their own communities for generations. It is therefore great to see these local heroes looking overseas as another exciting route to consider. Businesses should not be restricted by size; small companies can trade overseas and offer as innovative ranges on their online platforms as the biggest corporations.
“This year’s Small Business Saturday falls on 1 December, with a whole range of small businesses – many of whom are already trailblazers in exporting their products abroad – hosting events and promotions to encourage people to shop local and support businesses in their communities. The UK’s 5.6 million small businesses are the heart of the UK economy, so having a day to showcase their contributions both at home and abroad is well deserved.”
Firms looking for support should call 0345 136 0169 or email email@example.com. They can also visit great.gov.uk, which has information on live export opportunities and includes general information on exporting and events.
PD Ports Northern Powerhouse Export Awards, in association with HSBC and the Department for International Trade, seeks to recognise the most entrepreneurial exporters from across the North of England.
For more info visit www.northernexportawards.co.uk.
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