Pictured: Colin Bruton

A new Walsall male grooming company specialising in intimate cleansing wipes for men has recently won its first major orders from Australia with help from UK Trade & Investment (UKTI).

Set up in April last year, Fellaswipes is the brainchild of Colin Bruton who felt there was a gap in the market for this type of male grooming product.

Colin says:

"We all clean our teeth in the morning; yet many of us would still pop a chewing gum or mint into our mouths to freshen our breath throughout the day. Fellaswipes is no different...they help men stay clean and fresh whenever they need or want to and for whatever reason. They are individually wrapped; flushable; biodegradable; pH balanced for men, dermatologically tested and fragrance free. Fellas are designed by men for men.

He continues:

"I never tell men when to use them; they can work it out for themselves; but I guess there are three main reasons for purchase; firstly, male grooming - it is nice to freshen up throughout the day; secondly before or after sex - I know we British still struggle mentioning it; but apparently some of us do it; and there isn't always time for a shower; and thirdly, men with bladder and prostate problems find it a nice, discreet way to clean up while out and about."

Colin realised exports would be key to his success from the beginning so he contacted UKTI for support early on. As a result the company has received its first substantial order from a retailer in Australia.

He says:

"I found out as much as I could about exporting. None of us know what we don't know...so if you're thinking about marketing your products overseas, talk to UKTI, you will be assigned an International Trade Adviser and just start asking lots of questions and go on some courses."

Maggie Neale, International Trade Director for the Black Country says:

"Fellaswipes is an excellent, innovative new company. With ERDF funding we were able to support them with international branding, promotion and exhibiting at international trade shows. As a result the company has been able to secure what could be very lucrative business in Australia".

Colin continues the story:

"We've been on UKTI's Passport to Export Programme which is excellent. We've had invaluable advice regarding FDA (Food & Drug Association) approval, so I can sell in the USA and Canada. We've also had a grant to help with marketing - it's really starting to pay off - without Maggie's advice I wouldn't be starting to sell in the USA now. We are in the process of talking to a new distributor in the States who has big plans for marketing our product. Thank you UKTI!"

Fellaswipes employs two full time and three part time staff. But Colin has every confidence the business will continue to grow and is planning another five male cleansing and grooming products to be launched over the next three years. The company sells online throughout the UK and Europe and more recently Australia, New Zealand, Canada and the USA.

Of the future Colin says:

"Exports currently account for 25% of the company's turnover but within two years, we expect the USA market to account for around 75% of our turnover. We intend to develop an international male grooming brand and sell British made products around the world."