boobuddy
London sportswear company Boobuddy has boosted its position in the US market through a new partnership with a Los Angeles marketing company.
Jane Imrie

London sportswear brand teams up with LA firm to boost US sales

London sportswear company Boobuddy has boosted its position in the US market through a new partnership with a Los Angeles marketing company.

Boobuddy, which has pioneered a band designed to prevent pain caused by movement during physical activity, has secured a two-year partnership with marketing firm GiddyUp following a trade trip to the US supported by the Department for International Trade (DIT).

Launched in 2017 by founders Stevie Craig and Fiona Watson who identified a gap in the market for pain-reducing sportswear, Boobuddy hopes that the new partnership will boost US sales.

Boobuddy co-founder Stevie Craig explained: “We place a lot of emphasis on the fact that our products are designed in the UK, which has helped to increase our sales in the US. In our experience, a British label makes a product more exciting to American consumers, who see it as a mark of high quality from across the pond.

“Attending the trade mission to the US with DIT last October was the perfect opportunity to find and connect with potential partners that could support our growth in the US. The team at GiddyUp were instantly on board with our vision and could see that the brand had potential to become a market leader in the US.”

The firm has forecasted sales to the US of more than £1m as a result of the support from DIT and subsequent partnership with GiddyUp.

Parveen Thornhill, head of London region at DIT, said: “One of the most important things when looking to start or grow a presence overseas exporting is finding the right partner, which Boobuddy has proved isn’t necessarily a distributor or buyer.

“By creating this mutually beneficial relationship with GiddyUp, Boobuddy will be able to grow its sales in the US to a greater degree than it could have done alone.”

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