Brasher testing overseas markets

British outdoor footwear company Brasher is set to export its products for the first time, initially with small-scale sales aimed at the Japanese market. The Sunderland-based company was founded by Olympic Games steeplechase gold medallist Chris Brasher, who also helped to set up the London Marathon.
Recently appointed Managing Director Marco Ellerker is the driving force behind this new strategy. He joined Brasher In March 2011 from Lacoste Footwear which, like Brasher, is part of the Pentland Group. Mr Ellerker’s experience in overseas sales may well prove to be of great value in his company’s new endeavour, having spent nearly 20 years developing exports in footwear and financial services.

According to Mr Ellerker, Brasher’s first foray into the international market will involve small steps rather than what he calls ‘an enormous great push’.

Twenty-five members of staff are employed at Brasher’s headquarters, which it shares with sister company, outdoor apparel supplier Berghaus. Brasher footwear is designed and tested in the UK, and manufactured in Asia.

Brasher also intends to expand sales within the UK to other wearers of outdoor footwear, including ramblers and dog walkers.

The company views the group of people who enjoy walking for pleasure as a massive market, and recognise that currently Brasher only taps into certain elements of this sales opportunity. In 2010, Brasher reported its third consecutive annual growth in sales, with an overall 14 per cent rise compared to 2009.

Photograph shows Brasher Managing Director Marco Ellerker, who has great plans to expand the business both at home and overseas.

Publishing Data

This article was originally published on page 3 of the September 2011 issue of SATRA Bulletin.

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