Read the tale of Stateside Skates, a once small Buckinghamshire trader that is now an internationally recognised company, largely thanks to protecting their intellectual property and turning to UKTI for export support.
Stateside Skates was founded in 1981 to plug a gap in the market for roller skates, but growth has seen their product range expand to include skateboards and scooters. They also own the Rio Roller fashion skate, which can be seen on the feet of many high-profile celebrities.
With wide-scale exposure and an expanding customer base, how do they keep their products desirable? By protecting their intellectual property (IP). Not only do they have 18 UK registered trademarks, but they have also protected each of these with European registrations. Further worldwide applications are also in the pipeline.
“The business owns ten different brands,” explains Operations Manager, Alistair Crichton. 'Each has their own unique design and selling point.
'Protecting our IP ensures we can produce, market and sell our brands safe in the knowledge that we are the owners. Having our brands as registered trademarks assures customers that they are getting the original product.”
UKTI support helps Stateside Skates increase its exports
After UK success, the business entered the Spanish market. This was soon followed up across Europe. They have also now begun to open up markets further afield, in South Korea, Canada and Russia.
For any business, breaking into new territories can be a hard task. Yet Stateside Skates appear to have done so with relative ease. So how did they do this? Luckily they were aware of the help available from UK Trade & Investment (UKTI).
“The company has always traded internationally,” Alistair explains. “We realised in 2010 that the Internet was breaking down geographical barriers. So we then made a strategic decision to really attack the European market.
“UKTI have been a great support throughout our international sales growth. They have provided training, advice on languages and great contacts.”
The business has taken advantage of many UKTI schemes to help them build their international offering. One of these is Passport to Export. Aimed at SMEs with little exporting experience, it provides training and support.
“UKTI’s support and advice has been invaluable in shaping our export sales strategy,” reveals Alistair. “They gave us an insight into how we should approach markets outside the UK. Before becoming involved with UKTI, our export sales accounted for around 5% of our total sales. Now that figure is around 50%.”
‘Investment in IP is worth spending time and money on’
With all the hard work it takes to establish your business overseas, it’s vital that you protect your IP assets in those regions too. Without protection, IP infringers could end your international dream before you've begun.
“We put a lot of effort into product development and every product we make is unique to us,' explained Alistair. “Seeing our product and IP copied is frustrating and counterproductive.”
So what routes did the Stateside Skates team follow to protect themselves?
“Our in-house lawyer worked with a local firm of trademark and patent attorneys to protect our brands in the UK and Europe. Before making our applications we checked that we wouldn’t be infringing other registered brands. We did this by searching both of the trademark registers of the Intellectual Property Office and the Office for Harmonisation in the Internal Market.”
With a wealth of experience behind them, what advice would Alistair give to those thinking of exporting?
“We would urge SMEs to invest in IP early on. If you are a company which makes unique products, investment in IP is worth spending time and money on, otherwise you can leave yourself open to your products being copied or passed off by rival companies.”
Thanks to the help received, business is now booming worldwide for the company.
“UKTI has helped us enormously in our journey over the last few years,” Alistair stresses. “Their help to establish a clear strategy going into overseas markets has been the foundation of our success.”
Protect your ‘IP for Business’
‘IP for Business’ is the Intellectual Property Office's online range of tools, events and case studies to help you understand, protect and exploit your IP.
Visit the ‘IP for Business’ webpage for more information and to access the tools.
Put your business first
If you have a business support query, Buckinghamshire Business First is your first stop shop. Contact our business support team today at BusinessSupport@bbf.uk.com.
If you're intersted in export you can make a free one to one appointment with our export specialist adviser from UKTI. Book your appointment here >
