Swansea giftware firm eyes doubling sales in Europe to £6m

Something Different Wholesale is being supported by the Welsh Government’s accelerated growth programme

A giftware firm is looking to double sales in the European marketplace to £6m within two years.

Swansea-based Something Different Wholesale, which generated sales of £3m in Europe last year – a 35% hike – is rolling out four new language-specific websites, exhibiting at Europe’s largest giftware trade show and establishing a full Dutch trading operation to serve continental customers.

The company, which employs 75 people in Llansamlet, has been supported by the Business Wales accelerated growth programme (AGP) and the Welsh Government export programme.

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The EU expansion strategy centres on three key initiatives. Last month Something Different Wholesale exhibited at Ambiente in Frankfurt, Europe’s premier giftware trade show. The business has also migrated to a .com domain and launched French, Dutch, German and Spanish-language websites, each with localised URLs, to boost search visibility across Europe.

Business Wales AGP has helped the business develop a structured,

market-specific approach to search-led growth across selected European territories and supported the company in optimising warehouse operations across its 160,000 sq ft facility.

Specialist Export coaching helped the company develop a comprehensive roadmap for European compliance, and it has now created packaging in all 22 EU languages.

The company is also in the final stages of securing bonded warehouse status from HMRC, which will significantly reduce duty costs on exported goods and is expected to deliver savings of up to £5m over the first five years.

The status will support European exports by optimising duty costs and improving cost efficiency for EU customers.

Anthony David, managing director of Something Different Wholesale, said: “Europe represents our biggest growth opportunity, and we’re seeing extraordinary demand for our products. Achieving 35% European growth and turning over £3m in that market last year proved there’s a real appetite for what we offer.”

Since its formation in 1999, Something Different Wholesale has transformed from a small cash-and-carry operation into a design-led manufacturer, with more than 80% of products now designed by its in-house Swansea team.

HMV stocks Something Different Wholesale products across 113 UK stores and six European locations, while Next has partnered with the company for drop-shipping and in-store Christmas ranges.

Lucy Jones, operations manager of the Accelerated Growth Programme, said: “Something Different Wholesale exemplifies the ambition we see in Wales’ high-growth businesses. Anthony and his team have systematically removed every barrier to European success and we have been pleased to support them on their growth journey with continued expansion.”