British lifestyle brand Celtic and Co, which produces luxury clothing and accessories made from all-natural fibres, has reported a ten-fold increase in profit during its last financial year.
The company sells via mail order alongside its UK, US, Canadian and Australian websites and posts out to around 80 countries worldwide. International trade has increased by an average of 238 per cent per year over the last three years with this area of the business now accounting for over 20 per cent of turnover – up from just 1 per cent in 2015.
Co-founder Nick Whitworth comments: “Since 2014, our strategy has focused on profitable growth to protect the business in the long term by building up our equity. Based on learnings of previous years, we now focus on a wide range of markets and opportunities to ensure we are not over reliant on one market or territory. A key part of this strategy is international growth. We are now targeting a 25 per cent increase in sales and increased profitability over the next year.”
Additionally, over the last year, Celtic and Co has seen a restructuring of its marketing activity to improve its focus on sustainability. When launching into Australia in 2017 with a dedicated website, the company went completely paper-free, without a single catalogue or flyer drop.
Zoe Bray, head of marketing, explains: “Last year we introduced a sustainability scheme of cutting down our paper costs by producing smaller catalogues and increasing our digital presence, in line with the changing way the majority of our customers prefer to shop. This reduced our marketing spend by 25 per cent year on year and enabled us to reinvest in other new exciting projects, which will help us further improve our offering to customers in all corners of the globe.”
Nick and Kath Whitworth, who have been running the company for 28 years in their hometown of Newquay, were recently presented the Queen’s Award for Enterprise: International Trade, one of the most prestigious business awards in the country.