Export boom for male grooming gurus

Mo Bro's

Mo Bro’s is an online retailer which supplies a full range of UK-manufactured premium male grooming and beard care products. The Leicester-based firm has experienced rapid growth since launching in 2014 and currently sells its products in 78 countries around the world. It has appeared on TV’s Dragons’ Den – securing a £150,000 investment from Peter Jones and Tej Lalvani – and is an ambassador for the Department of International Trade’s Exporting is Great campaign.

The Challenge

Mo Bros

As a predominantly ecommerce business, the challenge for Mo Bro’s was to keep up-to-date with ever-changing advances in technology and marketing techniques, to ensure it could make the most of the opportunities this presented. It also needed a way of establishing its credibility online, to make inroads with major retailers and high street chains.

Digital Growth Programme Solution
The firms three founders – brothers Keval, Kunal and Savan Dattani – have attended several Digital Growth Programme workshops over the years, giving them specialist skills and strategic implementation plans in things like advanced SEO, increasing website conversions and GDPR, enabling it to supercharge its online sales. This gave the company the platform upon which to double in size by launching into the retail market, with the help of TV’s Dragons. Although the prime focus over the past 12 months has been liaising with retail outlets including ASOS, Debenhams, Next and Ocado, the brothers still attend the latest workshops to keep their digital skills up-to-date.

The Impact
The company has experienced significant growth since launch, with the retail side of the business helping it to double in size. It currently exports to 78 countries and is just about to expand into South Africa and India, as well as working with a Norwegian distributor to help it expand its presence across the Nordic region. It has also appointed a second manufacturer in the south of England, to give it the increased capacity required to meet demand and look after its order fulfilment processing.

In the past 12 months, the brothers have written two best-selling books about leadership and sales and have a third on the way. They have also recorded a chart-topping podcast with Countdown host and Lord Sugar’s ex-Apprentice sidekick, Nick Hewer. It is also looking at diversifying its product range into hair and skincare.   

Client Testimonial

Mo Bros

Keval Dattani, Director of Mo Bro’s, said: “The business has changed massively over the past 12 months, but we will always be indebted to the support we received from the Digital Growth Programme in the early days, which gave us the platform on which to build ourselves to where we are today.

"We’re learning about the business all the time and always have our eye out for new grant and support opportunities through the programme, to keep on top of the latest trends.  Breaking into the retail market has been a massive thing for us, as it has enabled us to reach a totally different customer base and engage even more people in what we are trying to achieve.

“We have built a strong community, who we listen to very seriously when it comes to developing our brand, because they are our focus group and we want to provide them with as much value as we can.”