Djokovic serves up sales boost for orthopaedic supplier

A North East sports and orthopaedic supplier is gearing up for increased demand after securing funding to support the UK launch of a product range backed by tennis star Novak Djokovic.

North Shields-based Brace-Yourself has secured a £150,000 loan from NPIF II – Mercia Debt Finance to increase stock, expand marketing and strengthen its fulfilment and logistics operations.

The investment comes as the company prepares for rising sales of a new range of Incrediwear compression sleeves developed in collaboration with Djokovic. 

Brace-Yourself is the exclusive UK distributor for the brand.

The firm previously supplied the grey knee sleeve worn by Djokovic during his run to the Wimbledon final in 2024 as he recovered from knee surgery. 

Following its impact on his recovery, the Serbian champion worked with Incrediwear to develop a signature all-white range that complies with Wimbledon dress regulations.

Founded in 2022 by Clive Mitchell and his son Oscar, Brace-Yourself, specialises in premium orthopaedic and recovery products for athletes, healthcare professionals and consumers. 

The company was established after the pair identified growing demand for science-led recovery products beyond the NHS market.

Clive says the funding will also support the growth of its sister website, Nalu, which offers a wider range of health and wellbeing products.

He said: “There are a myriad of sites selling cheap braces and individuals often end up with inappropriate, poor-quality products that have little, if any, effect. 

“We offer only carefully selected, science-led products supported by independent advice to help customers make the right choice. 

 “We saw a significant uplift in sales after Novak wore the grey sleeve we supplied prior to Wimbledon in 2024 and we are expecting a similar effect after the launch of his new signature range. 

“UMi Get Funding helped us navigate the options and secure the right support quickly, which has made a real difference. 

“The funding will help us to boost capacity and support the growth of the wider business.”

 Ian Whitworth, of Mercia Business Loans, added: “Clive had years of experience supplying orthopaedic products to the NHS before joining forces with Oscar and moving into online sales. 

“Brace-Yourself has quickly established itself a trusted supplier of premium products. 

“We are pleased to support them as they continue to grow and expand into the wider wellbeing market.”

Brace-Yourself, which employs nine people from its base at Orion Business Park, worked with County Durham-based UMi Get Funding to secure the finance and accelerate its next phase of growth.

Julie Cuthbertson, chief funding solution officer at UMi Get Funding, added: “Businesses like Brace Yourself show what’s possible when the right support is in place. 

“By working closely together, we’ve helped unlock the funding needed to build on an already impressive growth story.

“Our role At UMi Get Funding is to simplify what can often feel like a complex process, in this case helping Clive and the team explore their options, shape the right funding approach and connect with a lender that aligned with their needs and pace of growth.”

The £660 million NPIF II fund, which is operated by the British Business Bank, provides loans from £25,000 to £2 million and equity investment up to £5 million to help a range of small and medium sized businesses, driving innovation and creating opportunities for businesses to grow, scale, and thrive.

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