Ethical approach proves a purl of wisdom for knitting firm’s export business

There’s no time to purl up with a good yarn for Reading-based family business Artesano, who are proving that an ethical approach to business is a winning pattern for success in Scandinavia.

The company, established in 2004, employs five people and sells Manos Del Uruguay yarns – the only Fairtrade yarn in the world. Artesano is also the European distributor for Brittany Birch Wood Knitting Needles and it produces a range of alpaca yarns after identifying a niche in the market for bespoke knitting designs, especially for its alpaca wool.

Over the last few months, Manos Del Uruguay wool has been used by major global designers including Ralph Lauren, Benetton, Stella McCartney and DKNY.

Managing director Tom Coomber said: “In addition to selling our own brand of wool, we wanted to stock and promote yarns from Manos Del Uruguay. This is a co-operative of around 800 women, producing and supplying hand-spun, hand-dyed yarns and wools. All are made using natural fibres sourced in South America, and the profits from the sales of the wool go directly to the community of women who produced it. As consumers are becoming more and more ‘ethical’, we are pleased that we can help and empower this co-operative.”

The journey to success overseas started in 2006. After establishing a solid reputation in the UK, the company decided to investigate the export potential of its products and approached UK Trade & Investment (UKTI) South East, joining the Passport to Export programme of advice and support for new and inexperienced exporters.

Tom continued: “We now supply 50 per cent of the independent stockists throughout the UK. That’s 300 stores! Working with UKTI our aim was, and still is, to increase overseas trade, so we’ve spent the last two years refining our export strategy, attending shows abroad and meeting with new distributors – I’ve been really delighted with the results.”

Artesano was put in touch with UKTI South East International Trade Adviser (ITA) Terry Enga, who said: “After a series of meetings and discussions we decided a priority for the company would be to target the Scandinavian markets. With UKTI support, the knitting patterns were translated into the three main Scandinavian languages and, more importantly, the patterns were converted into the local knitting notation too.

“This is an astute and successful company. The market in Scandinavia is about 25 per cent bigger than the UK and Artesano is growing at the rate of three to four stockists a week - a 30 per cent growth rate. They plan to join UKTI South East’s Nordics Trade Mission later this year to meet with their distributor and investigate the local market further.”

A key trade fair for Artesano is Handarbeit and Hobby, in Cologne, which attracts around 250 exhibitors from 24 countries each year. Since 2008 the company has received annual funding from UKTI’s Tradeshow Access Programme (TAP), which provides up to £1,800 for attendance at overseas trade shows.

Having completed the Passport to Export programme, Artesano recently progressed to UKTI’s Gateway to Global Growth scheme, aimed at more experienced exporters.

The visionary company has identified another gap in the market for women with a fuller figure. Last year, it released its Curves Collection, patterns for women between sizes 16 and 24, which is proving a phenomenal success in the UK, and a pattern has recently been included in “Woman’s Weekly” magazine. The success has travelled abroad too, with patterns translated into German and plans in place to launch Curves Collection 2 on the Scandinavian, Italian and French markets later this year.

For further information, log on to http://www.artesanoyarns.co.uk/.

Contacts

If you are looking to develop your business overseas contact you local International Trade Advisor or:

UKTI South East

Tel: 08452 789 600

Email: info@uktisoutheast.com