Exmoor Trim drives ahead in global sales

Exmoor Trim, a third generation family business based in Williton in Somerset, celebrates sixty years this year as the UK’s leading specialists in hood, seat and interior trim for the Land Rover range of vehicles and military products.

A globally renowned brand for quality and service, Exmoor Trim has seen its export business grow dramatically over the last year from 1% to 26% of total sales through an expansion of its global distributor network to 127 countries worldwide.

The award winning company recognised that language and cultural understanding should form a backbone to recent expansion plans which included doubling the size of factory space and staff, introducing a new customer management system, gaining ISO 9001 2000 quality accreditation and appointing exclusive, independent dealers globally.

Advice was sought at early expansion stages from the Regional Language Network South West (RLN SW) for the West of England as to how best to improve international communications in support of business growth.

Overseas distributors, key to export market reach, are now supported with market information and brochures translated into French, German, Dutch and Danish as recommended by RLN SW. A multi lingual website follows in 2009.

Exmoor Trim has two core market sectors - trade and military contracts. The company has this year exhibited at several Trade Shows and with staff able to speak French and German, useful and successful contacts have been established. Products for military customers are now known under a new Ballista-Tek brand.

David Parkman, newly appointed commercial director of Exmoor Trim, found the service vital for small businesses like themselves in a new market place. “It has been a steep learning curve and the RLN SW advice has been a great help and very beneficial in our business planning.

“My advice for other businesses is not to skimp on preparation for entry into new markets. Plan well and consider the language and cultural issues – don’t assume people will speak English. Avoid assumptions. Whether your distributors are small or large, all will have local issues. Discuss plans and steer away from pitfalls.”

Gwyneth Leonard, RLN SW manager said: “Exmoor Trim is a dynamic company that has ambitious plans to reach £10 million turnover in the next four years. Sales are being driven through a strategic, well planned international marketing plan that has language and cultural understanding at its heart.”

Visit the Exmoor Trim website at www.exmoortrim.co.uk.

 

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