Business Link West Midlands lifts soap maker out of the kitchen

A leading soap manufacturer has successfully diversified into horse shampoo and is now looking at the world of camel racing

[UKPRwire, Wed Jun 20 2007] A Staffordshire couple, who started their business in their kitchen in Kinver, are setting their sights globally after launching a groundbreaking product for the equine marketplace.

Boosted by support from Business Link West Midlands, Tim and Elaine Woodley have seen Red Star Natural Liquid Soaps grow beyond their wildest dreams and are now looking at providing their natural household soaps and pet shampoos to a growing distribution network in the UK, Finland, Denmark and the United States.

After two years of formulating, manufacturing and selling hand crafted soaps in their spare time, the couple launched their soap making business in June 2004. At the time, Tim was a full time fire fighter, nurse Elaine was about to go on maternity leave and son Jake was just two.

“We’ve seen Red Star’s turnover double year-on-year for the past four years,” says Business Link adviser Catherine Bray.

“Now we’re helping the business plan for a future out of the house and in new premises where they’ll be employing a growing army of soap makers.”

Initially concentrating on cruelty and animal product free soap bars, the Red Star range now focuses on liquid products for people, dogs and most recently horses.

“We’re determined to make soaps from scratch using the original, constituent natural ingredients that contain no animal products and involve no animal testing,” explained Tim.

“We really were making everything at the kitchen sink at home and simply couldn’t keep up with demand. Our first liquid soap was continually sold out for the first year and we won an award for excellence and innovation from Viva!, the international vegetarian charity.”

The Woodleys were struggling to grow their business profitably while retaining control of their products and the manufacturing process. Business Link West Midlands funded consultancy from industry expert and author Melinda Coss to help with planning, financial forecasts and establishing a route to market.

“Most importantly, Business Link helped locate a contract manufacturer, who would not compromise our values,” said Tim.





“They make the soap just like we do at home. It is still hand-made, but with much bigger pots and pans and this now allows us to mass manufacture.”

The consultancy Red Star received also ensured the business had an effective pricing structure in place and that steps were taken to protect its intellectual property, including trade marking the business name and logo.

“The jewel in our crown is the new Red Star Pony Polish,” explained Tim. “It’s the only horse shampoo on the market that’s both natural and free from animal products and we worked with horse owners around the country to make sure it’s right.”

One of those local horse owners was Wendy Turner Webster, animal rights campaigner and presenter of Channel 4’s Absolutely Animals and Pet Rescue. She has gone on to give Red Star her endorsement and in return the company is sponsoring her at the Horse of the Year Show Qualifiers, where she’s entered in the Ridden Show Hunter Pony Championship.

The Soaps are mainly sold online direct to customers, but the business is steadily building a distributor network both in the UK and overseas with products regularly exported to Europe and the Americas.

The company is also in the process of talking to the camel racing community in Arabic countries to develop a specialist shampoo for the animal.

Business Link West Midlands is expected to help over 70,000 businesses and individuals thinking of starting a business with information, with a further 16,000 receiving intensive support from experienced advisors by 2010. This level of support is forecast to generate a £400m improvement to the economic performance of the West Midlands.


To find out more, please visit www.redstarnaturalliquidsoaps.co.uk/

Individuals and companies interested in speaking with Business Link West Midlands should contact 0845 113 1234.

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