Business Link West Midlands lifts soap maker out of the kitchen

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. “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.” 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.