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FEATURES
distributor placed Gummee Glove’s biggest ever order for 5,000 units in July 2015. It was such a successful change to the product that
Jodine decided to adopt it for all Gummee Gloves and not just the US range. This change was well ahead of the curve in terms of UK trends and gave Jodine a significant first mover advantage in her home market. Although Gummee Glove was getting approached
by many international distributors, Jodine saw the value of continuing to work with DIT to undertake research, develop an expansion strategy and to ensure that every partner chosen was the best possible option in her key markets. “Through DIT we attended many international baby
shows that gave us exposure to many distributors based all over the world. They also helped us identify which markets we should focus on and where the biggest opportunities exist. The research has also helped us avoid costly mistakes. For instance, France is a difficult market to crack so we haven’t rushed in to this market and we’ve taken our time to get our strategy right. However, Finland, Sweden and Norway operate very much like the UK and so we’ve been able to gain traction quickly,” said Jodine.
Gummee Glove is now available in countries worldwide
It was during this event that Jodine met her US
distributor who was looking for a teething product to add to their range of goods. However, they wanted changes made to the original Gummee Glove. They were after a silicone based product rather than the traditional BPA plastic normally used in baby products. Not one to shy away from a challenge, Jodine went back to the drawing board and worked with the factory to come up with a workable silicone recipe. It took two years to perfect but was rewarded when the
A Family Business The company now has a presence in the US, Norway, Finland, South Korea, South Africa, New Zealand, Canada, Australia and China. The turnover for 2015/16 was £325,000 and a conservative forecast of £700,000 is in place for 2016/17. The product is sold directly as well as via respected retailers such as Amazon and JoJo Maman Bebe. Jodine’s team is now six-strong and is a family affair,
with Jodine’s husband recently joining the company to support the running of the business.
Visit:
www.gummee.life
JULY/AUGUST 2017 insight 23
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