A WEST Devon watersports company is going from strength to strength after overcoming tough times with the help of the Business Link service.
Alder Sportswear, of Lewdown, began 43 years ago as a cottage industry based on a dairy farm. From selling Hawaiian-style shirts, designed and sewn on the premises, the company grew and moved into the wetsuit market in 1990.
Turnover from home topped £1-million and expansion followed the surfing boom of the late 1990s.
But the firm ran into difficulties when retail giants turned on the pressure by offering huge discounts.
?We had grown too quickly and were over-trading,? explained managing director Geraint Williams. ?In addition our young and relatively inexperienced management team needed guidance.?
Business Link, involved initially to develop the company?s website, was called in to help reorganise and streamline the business and return it to profit.
Personal business adviser Colin Sawer introduced mentoring support which led to a growth strategy and succession plan being put together.
?The timely intervention and brainstorming discussions with Business Link brought a much needed independent dimension to strategy planning while the business mentor contributed enormously to the company turnaround,? said Mr Williams.
The new, streamlined Alder, with a UK team of 11, last year recorded sales of £2-million, supplying wetsuits, neoprene gloves, balaclavas and body boards from its Lewdown base.
The company is keen to develop sales in associated sports such as canoeing and windsurfing in the future.
?But for now we?re pleased to have done well in difficult trading circumstances against strong competition and to have managed that success with Business Link,? added Mr Williams.