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Jun 23, 2015 2:38 PM ET

Archived: FieldCandy: an exciting design-led brand of tents and outdoor lifestyle products

iCrowdNewswire - Jun 23, 2015


FieldCandy is an exciting design-led brand of tents and outdoor lifestyle products. We inject colour, creativity and fun into the outdoor space by offering a range of totally unexpected designs.

We aim to delight our customers and excite anyone who sees our products.

FieldCandy has traded since Dec 2011, designing and manufacturing our growing range in our dedicated facility in Derbyshire, and selling worldwide via our website www.fieldcandy.com, high end retailers and B2B channels.

The Idea

Visiting an outdoor exhibition looking for a new and exciting business project, the founders saw vast numbers of blue and green tents, mostly either rather poor quality or highly technical. There appeared to be little in the way of designer products, nor higher quality tents aimed at more casual or the growing number of female campers. Starting with tents, the idea was to develop a range of cool outdoor recreational products.

FieldCandy was born to appeal to a worldwide, trendsetting and fashion conscious consumer looking to be different or searching for exclusivity and fun. They will be brand, internet and media savvy and are likely to admire and / or engage with brands such as Apple, Innocent, Mini, Cirque du Soleil & Burton. Those brands that do something different, own their own space and walk their own path. They may be traditional campers, or could equally be surfers, mountain bikers, music festival goers, or simply like having a picnic in the park or garden but certainly people who enjoy life to the full.

Founders, Management Team and Investors

Apart from the founders John Harris and Rhona Carr, we currently have five other shareholders John Ayton (Chairman), Jo Clevely (Director), Annoushka Ducas, Philip Blackwell and Anna Porter-Wright

Concept, Core Values and USP’s

Our aim is to develop a profitable and valuable, International Lifestyle Brand in the Outdoor, Camping, Festival & Event & Brand Promotion markets; supplying top quality designer products, direct via our web site, and via a number of international retailers and distributors, along with B2B opportunities.

We focus on quality of design, product and service and have protected the brand IP and designs where ever possible.

By manufacturing in the UK, with print processes which to our knowledge are currently un-used elsewhere in the industry we can produce durable, waterproof products quickly and efficiently, and allow a high degree of customer personalisation. This allows deliveries to retailers and direct customers with short lead times and without the restraints of minimum order quantities.

We also offer private and B2B customers a high degree of product customisation and personalisation.

The Story so Far, and current products

After several months of research, product development and branding, FieldCandy launched in December 2011 with our Original Explorer tent in over seventy designs by various artists and designers from around the world, subcontracting the print and manufacture, and selling via fieldcandy.com. Since then the company has brought both of these processes in-house and now fully manufactures in its own factory near Chesterfield in lovely Derbyshire. This has allowed greater quality control, margins to be improved and the ability to offer wholesale to high end retailers.

FieldCandy products are now stocked in Harrods, Heal’s and Liberty of London, Lane Crawford of China and Hong Kong, Urban Outfitters in the EU and US, and Saks Fifth Avenue, USA. Product lines have increased to include Little Campers children’s tents, Sunshades, Festival Explorer tents, Snoos travel pillows, Solar Power Packs and SLPY a wearable sleeping bag.

For a glimpse of FieldCandy at work please see ’The Story so Far’ http://vimeo.com/97705430

In May 2015 we invested in a new digital printer, giving us eight times capacity, and substantial cost savings, future proofing the business, as we currently are only using 20% capacity.

Financial Projections, Funding Required and use of Funds

The founders and existing shareholders have invested c £389k of share capital, and £140k of loans, prior to seeking additional external funding. Our three year financial plan shows a small profit this year and a profit of approximately £300k in year 3 which will further the expansion of the business.We are looking to raise £200k+ to support the business plan, being used to engage staff, increase stock, further product expansion, marketing and some capital expenditure.


Contact Information:

John Harris
Rhona Carr
John Ayton
Jo Clevely

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