ShredXS Case Study

ShredXS consists of sibilings Fraser, technical design and sales, and Jessica, design and management, who operate the business with support from parents Lindsey and Graham. The team looks towards its upcoming trade show in Germany:

We started ShredXS in 2012 after becoming frustrated that we couldn’t find affordable and cool kids mountain bike clothing. We supply practical, tough and long-wearing mountain biking shorts and tops and are the only mountain bike clothing company specialising in performance kit for young, active riders.

We first travelled to Germany in 2016 to discover that we had arrived towards the end of the German mountain biking season. This meant that retailers were not looking to take on new stock. In fact, they had not even begun to look towards next year’s lines. Despite this, our trip was still relatively successful as it allowed us to meet and connect with several new contacts in the industry. On our return to Scotland, we kept in touch with those contacts, allowing us to improve our understanding of the German mountain biking market, German consumers and the requirements to export internationally.

In July 2018, we will arrive in Germany during the height of the mountain biking season better prepared and ready to take part in Eurobike, the world’s leading cycling industry trade fair . We have been hugely proactive in our build-up to the event with 40 sales visits already organised and a stand secured . Our research and prior contacts have allowed us to target these sales visits to 20 bike shops in the alpine area of Bavaria – the sport’s most popular region.

Our goal is simple - to replicate in Germany our successful growth strategy from the UK market. We will attend consumer events looking to create a demand for our products by showcasing directly to consumers. Creating a stir at our stand with our unique products, we intend to catch the eye of retailers and facilitate conversations and meetings.

"HIE has given us this focus and the support that we needed to be able to travel back to Germany prepared."

They have provided us with invaluable information and funding. This  funding  will allow us to to subsidise a stand at Eurobike and to extend our trip to meet with potential retail and trade customers in the French Alps, Austria, Germany and Switzerland. The funding also help with the design and translation costs for some of our website and brochures. 

There is a steep learning curve when looking to export internationally and HIE has helped to connect us with people in the know while providing us with the tools to confidently take our business model to an international market. HIE’s account managers are always on hand to point you in the right direction and have a wealth of knowledge.

We wouldn’t have been able to look at exporting so early on or have a trip of this scale without HIE’s support and we would encourage anyone looking to take the next step in international exporting to speak to HIE.


Find out more about the support available from HIE >


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