wave
Richard Bendelow (left) and Tom Jeffrey (right) at Aero Commerce’s offices in Commerce House, Middlesbrough.
Jane Imrie

Newcastle hot tub firm makes waves with international expansion

A North East hot tub company is set to grow its international footprint by expanding its partnership with an e-commerce platform.

Newcastle-based Wave Direct is expanding its partnership with Aero Commerce in order to establish presences in Europe and the Middle East.

The firm, which has seen its hot tubs stocked by retailers including John Lewis, The Range, Selfridges, Iceland, Homebase and B&Q, achieved sales of £13m in the last year, an increase of 2700 per cent.

This partnership is part of Wave Direct’s continued scaleup strategy to reach new export markets. Tom Jeffrey, managing director of Wave Direct, explained: “We are confident there will be a demand for our range of products in more international markets and are gearing up to make Europe and the UAE our next target regions.

“Having tested our export capabilities with sales into the United States, which is gaining momentum, we are well placed to enter new markets. With the government and the EU reaching a Brexit agreement Europe is a natural next step for Wave Direct, along with the UAE, which also presents real opportunities for the business.

“Key to our strategy will be our continuing relationship with Aero Commerce. We have worked closely with them since we have founded the business with their platform supporting part of our online activity, which will now be at the core of all our UK and international ecommerce sales transactions.”

Richard Bendelow, chief executive of Aero Commerce, added: “Wave Direct is an entrepreneurial success story that is thriving based on a high-quality product range and exceptional online presence.

“Tom and his team haven’t stood still and are continuing to evolve to not only maximise on the lockdown-boom in hot tub sales, but also create a sustainable international leisure business, supported by our ecommerce platform, Aero.”

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