Ethical fashion brand heads for "new heights" thanks to Growth Company support

A luxury headwear brand is putting ethical British fashion on the global stage due to the growing popularity of its wigs, hats, and turbans, designed for cancer patients and other people who are affected by hair loss.

Masumi Headwear (Avakino Ltd) was established in 2015 by Ali Nowroozi. Before founding the company, Ali worked in the wig industry for 11 years and found himself yearning to create an alternative to the bland headwear available for people experiencing hair loss from alopecia, chemotherapy, and cancer.

With support from the Growth Company (GC), Ali has steadily grown the business into a team of six, launching three new products and partnering with the University of Salford to create 28 student placements, as well as 15 fixed-term internships.

Masumi is now on track to surpass its turnover target this year, which will be an increase to £250k turnover from £175k last year.

Specialist ecommerce and digital marketing advice from dedicated GC advisor, Isabelle Farquhar, has helped Masumi expand its paid marketing and PR activity in non-UK territories, including a growing online presence in the US (using Amazon fulfilment) and the establishment of a new ‘virtual branch’ office in Leipzig, Germany.

Ali said, “By reaching these new markets, we anticipate a £50,000 increase in annual turnover for Masumi and the creation of two jobs.

“Working with GC has enabled us to win more contracts and increase Masumi’s brand awareness in the UK and abroad. This has led to increased ecommerce activities and export sales, requiring the need for staff with language skills.”

The ongoing support from GC has led to the development of a three-year strategy, as well as three new product ranges.

Richard Jeffery, National Director of GC Business, said, “Masumi is a shining example of a business that has gone from strength to strength through a combination of sheer commitment from its founder, Ali, and his dedicated team, alongside support from the Growth Company.

“It goes to show just how important business support can be for start-ups. We’re seeing entrepreneurs increasingly taking an ethical stance in the work they deliver, and it’s a pleasure to support those that are playing a part in creating a better world.”