Something Different Wholesale founder shares her entrepreneurial success story.

"Being part of the Business Wales Accelerated Growth Programme has been hugely worthwhile."

From humble beginnings at weekend car boot sales to becoming one of the UK's leading wholesale gift companies, Something Different Wholesale is a genuinely entrepreneurial success story.

The Swansea based firm designs, develops and distributes thousands of fast-selling giftware products and bestselling lines to retailers of all sizes in the UK and Worldwide. The company's success reflects the hard work and leadership of its founder, Jane Wallace-Jones, and its staff's pride in the business, which has been operating for more than two decades.

Something Different Wholesale has been supported through Business Wales Accelerated Growth Programme (AGP). The AGP provides targeted support for ambitious growing firms. The programme is part-funded by the European Regional Development Fund through the Welsh Government.

Jane Wallace-Jones tells us about her business journey and how her passion has motivated her to develop and grow her brand.

Tell us about Something Different Wholesale
I don't think it's an exaggeration to say I'm a born entrepreneur. Before starting Something Different Wholesale, I would trade at car boot sales and later in markets. Now my business has a turnover which exceeds £10 million – a far cry from long, wet afternoons selling things from the boot of my car! Nevertheless, it has been a thrilling experience. I love running a business, setting myself goals and overcoming challenges along the way. Being a business leader is about constant problem-solving, and while you can do that on your own, I think building a solid team around you is essential.

My drive and determination prove that anything is possible. Overcoming dyslexia has been one of my most significant personal accomplishments, but I refuse to view it as a limitation. Instead, I consider it as one of my strengths because it has taught me to be adaptable and open to learning different skills to leverage opportunities.

I've always had an eye for giftware and a passion for sales, and at the end of the 1990s, I saw an opportunity in the wholesale end of the gift sector.

I took on a 5,000 sq ft warehouse in Baglan in Neath Port Talbot with a simple model. I bought stock in bulk from other importers and manufacturers, held it in the warehouse and used it to supply my chain of market stalls while offering cash and carry to local customers.

This was during the early era of the web and I am proud to be a very early adopter, launching our first online B2B ecommerce website, Somethingdifferentwholesale.co.uk, in 1999.

We quickly became a sector leader and somewhat of an overnight success, which meant we experienced rapid growth.

We now design and develop products for retailers of all sizes across the UK, Europe and worldwide. We have over 3,000 items available for next-day delivery and work closely with our trusted supply chain to offer unique products at competitive prices.

I don't think, as a business, you can ever stand still; you have to be ready for change. So we're constantly evolving and have invested in technology to automate the ordering and dispatch processes, ensuring maximum efficiency.

As I said, we've come a long way since starting. But it doesn't feel that long ago that I worked hard in car boot sales and on market stalls on cold winter afternoons! Today, we're recognised as one of the largest giftware importers in the UK, supplying more than 25,000 customers worldwide.

What are your proudest moments in business so far?
Being in business is about hard work, and there are plenty of rewards. On the financial side, breaking the £1 million turnover barrier was a huge moment for me, especially after years when we struggled to get beyond the £750,000 mark.

Seeing the business develop has provided me with such a sense of pride. I have alongside me a brilliant team of talented individuals. There is an emotional side to being a success too, because you are bringing people with you. People think of entrepreneurs as individuals, but the great ones know that excellence is a team sport.

What challenges have you faced in business?
The pandemic threw up a range of challenges for us as a wholesaler. The global economy shutting down virtually overnight did not come without its shocks.

However, we have built resilience into the company. We understand we have responsibilities as an employer too, so building that underlying strength in the business was vital for unforeseen economic events. A crucial part of that resilience is understanding our place in the world and recognising our environmental responsibilities.

Since the pandemic, growth has been rapid, and in 2022 we completed an expansion into a 150,000 sq ft warehouse. In addition, we're now installing an extensive array of solar panels, which will generate our own energy needs and become an income-generating stream in its own right. By summer 2023, it is estimated this will generate 1,000,000 KW.

If you were starting again, what would you do differently?
I would have looked for business mentors earlier to develop my business skills. That would have meant overcoming early hurdles in our business so much faster.

Being humble when it's a personal project can sometimes be challenging. However, you have to be open to external expertise and help, which can provide new perspectives to help you grow. And that brings me to our work with the Business Wales Accelerated Growth Programme.

How has support from Business Wales AGP helped your business?
When we joined Business Wales Accelerated Growth Programme, I was sceptical about the value of external advice, but the programme has proved its worth.

We have benefited enormously from working with relationship managers and specialist coaches to provide solutions to evolving challenges as we have grown. But, of course, this support has changed over the years as the business and trading environment has changed.

We've benefited from a wide range of support from Business Wales AGP. The programme has helped us with warehouse organisation and logistics for efficiency, productivity, planning, and measurement. There has also been support in marketing, e-commerce, IT and using Amazon to protect the brand while not competing with customers.

Business Wales AGP also helped us secure a Brexit Resilience Grant, which meant we could move into drop shipping and order fulfilment on behalf of our customers. 

All this has been critical to our recent growth and development.

What advice and guidance would you give other businesses starting out?

• Look for a trusted source of advice, such as the Business Wales Accelerated Growth Programme, early on in your journey. 

• Rigorous planning is essential.

• Self-discipline is a quality which I think is key for business leaders and the team around you.

• You have to be able to walk the walk with your team, so others follow suit.

To learn more about Something Different Wholesale, visit here.

Further information on the Business Wales Accelerated Growth Programme

 

The Business Wales Accelerated Growth Programme is a pan-Wales programme part funded by the European Regional Development Fund through the Welsh Government.

Kitchen workwear start-up targets female professionals in the food sector.

“The coaching and support we have received from the Business Wales Accelerated Growth Programme have been invaluable.”

The spark of an idea for a business often comes from personal experience. And that was precisely the case for Vicky North, founder of Bird Kitchen, which supplies apparel for women working in the food and drink industry.

The brand was born when cafe owner Vicky realised the unisex garments supplied in the sector were usually designed for men. The lightbulb moment led to her starting her business, which is now on an exciting growth journey, providing high-quality kitchen wear for women worldwide.

Bird Kitchen has been supported through Business Wales Accelerated Growth Programme (AGP). The AGP provides targeted support for ambitious, growing firms. The programme is part-funded by the European Regional Development Fund through the Welsh Government.

Here, Vicky North explains how she established her firm and provides some food for thought for leaders of growing businesses.

Tell us about Bird Kitchen.
My background was in the food sector, where I ran a cafe for several years in Pembrokeshire. And this is where Bird Kitchen began. Because it is my experience in the industry, working in the kitchen every day, which informed what I’m doing here at Bird Kitchen. Most of the aprons and chef’s clothing I wore were mainly designed for men, even though they were nominally unisex. They just did not fit properly.

This had real, practical implications for me. Long and demanding shifts in the kitchen often led to health issues such as neck strain because of the unergonomic nature of the clothing. The clothing was literally becoming a pain for me!

I saw this as a problem that needed addressing. I started a blog where I interviewed women from across the industry, and I found it was a common issue. I wanted to change that, to create a community and celebrate women in and around the world of food. Many women were also leaving traditional kitchens to start their own ventures, where they could run a kitchen their way. I saw a need for female-designed workwear that would fit better and look professional.

Next, I contacted a local designer, Nicola Ridd-Davies and worked with her to research and create my first product line. I launched Bird Kitchen in 2019, and we now sell our products globally. I’m looking forward to seeing how I can grow my business and get these much-needed products to professional women working in the catering sector, wherever they may be.

What are your proudest moments in business so far?
Seeing the first line of products was one of my proudest moments. It was such a thrill to see all my planning come to fruition. Another unexpected moment of pride was when Cardiff chef Simmie Vedi appeared on the BBC’s The Great British Menu wearing a Bird Kitchen apron. Seeing my product beamed into living rooms across the country was amazing!

What challenges have you faced in business?
Sustainability and slow, ethical fashion are key parts of our ethos. This meant finding the right place to get the products made was a challenge. In keeping with my desire to manufacture ethically, I wanted to keep production in the UK, but I found the costs were just so high we would have been priced out of the market. I have now sourced an ethical company in India. Again, finding the right place to get the products made was critical to the business. Our manufacturers must share our values – quality and sustainability must be at the core of everything we do.

If you were starting again, what would you do differently?
I have learned so much in the three years since starting the business, but one lesson I’ve learned is to think more broadly. I spent a lot of time and effort trying to source a UK manufacturer, believing it to be the best way to produce my products ethically. However, after widening the net, I’ve found an ethical manufacturer outside the UK. This means we can keep costs down, strengthening the business.

How has support from Business Wales AGP helped your business?
Support from the Business Wales Accelerated Growth Programme has been invaluable. The programme has been such a help to me as an entrepreneur, and I’ve received advice on many areas of growing a business. For example, coaching on branding and marketing was essential to me as a fledgling business trying to get my products in front of our target market.

What advice and guidance would you give other businesses starting out?

• Do your research – speak to as many potential customers as possible when formulating your business plan.

• Build your community – this can be both for customers buying from you and partners. When you have a community of people on board, you have somewhere to go to try things, people to talk to, and places to take your questions.

• Think more broadly – not just in terms of your potential partners and stakeholders, but also in terms of customers. You might be surprised at the opportunities that appear.

To learn more about Bird Kitchen, visit here.

Further information on the Business Wales Accelerated Growth Programme

 

The Business Wales Accelerated Growth Programme is a pan-Wales programme part funded by the European Regional Development Fund through the Welsh Government.

High-quality metal powder firm providing skills needed for the future.

“The Business Wales Accelerated Growth Programme has been a source of expertise and advice which has been invaluable in our success.”

The task of meeting Wales’ skills needs in a changing economy is a collective endeavour. Business has a critical role to play in ensuring the nation’s workforce is ready for the future.

Carmarthenshire metal powder manufacturer LSN Diffusion is a fantastic example of this. Not only is it providing high-skilled employment in its local community, but it is also giving employees a chance to improve and grow their skills and knowledge through higher education.

LSN Diffusion has been supported through Business Wales Accelerated Growth Programme (AGP). The AGP provides targeted support for ambitious, growing firms. The programme is part-funded by the European Regional Development Fund through the Welsh Government.

Here, Phillip Allnatt of LSN Diffusion shares an overview of the company’s story and how business can be about more than just the bottom line.

Tell us about LSN Diffusion
LSN Diffusion is founded on quality and innovation, and I think businesses like ours will become increasingly important to the Welsh economy as we move into the future. We’re a cutting-edge company producing high-quality products for manufacturers in various sectors.

Here at our headquarters in Llandybie, near Ammanford, we produce metal powder for clients worldwide. We established the company because we knew this sector and the science behind it; we knew metal powder and its potential. We could see the potential for providing metal powder products for high-end brands such as Audi, the nuclear industry and medical devices.

We are a global business operating from Carmarthenshire. We export most of our output to Europe and Asia. And we’re growing. We’ve expanded quite substantially and now employ more than 120 people. As we’ve grown, we’ve created new and valuable high-skilled jobs – we employ several graduates and post-graduates. We also have 12 employees studying for their first degrees with the University of Wales Trinity Saint David.

This is a capital-intensive industry, so we’ve had to seek capital to support the company’s growth. But we succeeded and secured £3 million in start-up investment from directors, employees, and an angel investor.

It’s been an exciting journey so far. We’re optimistic about what’s ahead. We’re proud of what we’ve achieved so far, and we’ve quickly become a key employer in the knowledge economy in this part of Wales.

What are your proudest moments in business so far?
First, we need to make a profit so we can invest in the business, take on employees, expand and become sustainable. So becoming profitable was a milestone which gave us all a tremendous sense of pride. It demonstrated that we were doing the right things and that LSN Diffusion has a secure and exciting future.

Because we have been able to achieve that profitability it has meant that we can upskill our workforce and add value to the local economy. I think this is important not just for us as a business but also for the broader health of the economy and our local community. In addition, we have allowed employees to further their skills by supporting them to study for degrees at The University of Wales Trinity Saint David. Seeing our people develop and improve their knowledge and skillset has been an enormously satisfying part of the evolution of the business.

What challenges have you faced in business?
We’ve had plenty! But I think challenges are a shared experience for anyone in business.

For example, in our early years, we faced stiff competition from established players in the market, who had been operating for many years and had a solid customer base. As a new entrant to the market, this was tough, but it also motivated us – we knew we could provide quality and add value.

There were other challenging areas, but the support from the Business Wales Accelerated Growth Programme (more of which later!) was key to our early success. We had to ensure our metal powders met the highest standards required by our customers and met stringent delivery times. And as the business grew, we faced the challenge of scaling up operations to meet the demands of our growing customer base, which meant significant investment in equipment and people.

We also worked with Welsh Government, which owns our premises, to find solutions to our growing energy needs. For example, we needed to use more power as the business expanded. This has been a challenge, but we’ve worked to ensure we can meet that challenge and put our company on the front foot as we move forward.

Of course, we have had to deal with issues posed by Covid-19. When the global market shut down, we had to use the furlough scheme and adopt working from home for some staff. As the market opened up, we re-started production – the nature of this manufacturing business is that a large part of the workforce can only work in the factory. It meant we had to follow the guidance on social distancing and other associated measures to ensure our staff remained safe, supported and healthy.

If you were starting again, what would you do differently?
Hindsight is a great thing in business! We’d have raised more capital initially to improve operations and cash flow. We would also have used that capital to recruit experienced managers, which may have helped accelerate our development and ability to compete sooner. But as I say, hindsight is a beautiful thing!

How has support from Business Wales AGP helped your business?
There have been plenty of ways in which the Business Wales Accelerated Growth Programme has given us vital support. As I alluded to earlier, their support was crucial when we were starting out. In terms of quality control, Business Wales AGP was essential in ensuring we were heading in the right direction and able to compete with our global competitors.

Our expansion and scaling up have involved the cultural development of our leaders at various levels. Business Wales AGP helped with that development and training need through its coaching support. But it’s also been there to help with other areas too. These include process measurement, efficiency and productivity planning and measurement, information technology, marketing, management development, culture change, finance and investment. The programme truly takes a holistic view of a business and fills the knowledge gaps which can assist in its success. Business Wales AGP also helped us secure an Economic Resilience Grant.

Meanwhile, we’ve had assistance from Welsh Government with initial start-up grant funding and, as the landlord of the premises we occupy, has supported us with on-site improvements.

Business Wales AGP has been a source of expertise and much-needed advice, which has been invaluable in our development and success.

What advice and guidance would you give other businesses starting out?

• Look for a trusted source of advice, such as the Business Wales Accelerated Growth Programme. The best way to grow a business is by bringing in new perspectives and expertise. It’s a mistake to think you know it all.

• Raise more capital than you think you need.

• Eliminate inefficiencies and implement best practices to streamline processes, reduce costs and improve overall performance.

• Recruit the best people you can and invest in their development.

• Invest in technology to ensure you have reliable data for decision-making.

To learn more about LSN Diffusion, visit here.

Further information on the Business Wales Accelerated Growth Programme

The Business Wales Accelerated Growth Programme is a pan-Wales programme part funded by the European Regional Development Fund through the Welsh Government.