Wetherby-based SLPY among 10 semi-finalists in Virgin’s Pitch to Rich competition

Wetherby-based outdoor clothing business SLPY has been announced as 1 of 10 semi-finalists in the national Pitch to Rich competition, run by Virgin Media Business and Richard Branson.

SLPY made it to the last 10 businesses after 979 startups initially entered the category at the beginning of the competition.

Only this time last year, SLPY was just an idea for co-founders Martin and Lisa Brailsford, until the duo launched their first product the Original Sleepy, at Boardmasters Festival in August 2014.

Ever since trading began, the budding entrepreneurs have focused on brand development, sales and harnessing the latest manufacturing technology for their new product designs due out in Summer 2015.

SLPY is wanting to establish itself as a desirable outdoor lifestyle brand, and key target markets are campers, festival goers, backpackers, students and outdoor adventurers.

The co-owners believe that their use of colour and creativity for SLPY products will challenge other retailers in the already established market.

They now hope to make it from the 10 semi finalists to the 3 finalists, who will pitch their idea directly to Richard Branson and a panel of esteemed judges later this month.

The overall winner will receive £150k worth of marketing support plus mentoring and help from Virgin StartUp’s professional business advisers for a year.

The finalists will be selected based on achieving the highest number of public votes on the Pitch to Rich website between 2 and 16 June 2015.

Lisa said: “SLPY started as an idea. A ‘what if’ moment. We’ve always spent a lot of time enjoying life outdoors. Then one night while camping, we realised we needed something that combined the warmth of a sleeping bag with the functionality of a hoody. Something to make those night-time calls of nature easier. Something you could wear round the campfire. Something you could walk around in. Something just like a Sleepy.”

Martin added: “We’re about having fun outdoors. So we make products that help people enjoy their outdoors lifestyle with a smile and a wink. The things we make are quirky and innovative, but equally functional.”