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. And so, his idea to launch a range of fashionable, seasonal headwear materialised.
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.
Masumi has also had support from the Growth Company to locate a new distributor in Romania, who will distribute Masumi Headwear products in Romania and other Eastern European markets.
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.”
Having founded Masumi with the goal of making sure that those suffering from hair loss can feel confident at a time when it really matters, Ali underlined that making a positive difference to people’s lives was his real motivation: “It’s great to see the financial growth go from strength to strength, but the main aim of our business is to empower and help people.”
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. GC’s business expertise has helped to significantly bolster the company across areas including planning, strategy, pitching, marketing, sales, IP, and reaching new international markets.
“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.”
Ali added: “We’ve been able to establish robust financial systems, a product marketing and social media strategy, and we’ve received support with researching export markets and setting up distributors.
“GC have also played a pivotal part in shaping our brand and identity.”
“Without a doubt, the Growth Company has played a key role in our success. It has been a solid backbone of my business and in the nicest possible way, they’ve never left me alone!”
The Growth Company is an award-winning social enterprise with a 30-year history of creating jobs, enabling growth, and improving lives. GC Business, part of the Growth Company, provides end-to-end business support and financial services for public, private and third sector commissioners, designed to create jobs, enable growth and improve lives. Get in touch to understand how we can support www.growthco.uk/what-we-do/business
