Building a brand on your own is no easy task – and doing it with no background in business to boast of is even harder.
Judith Smith, however, managed it – creating Primal Europe out a what began as a select group of twelve riders wearing Custom Primal kit.
The rise to success was never planned – explaining the journey, Judith tells us: “I haven’t planned to start Primal, it was a job offer, and at the time you’re not quite sure if it’s for real, but I said yes – as it was a once in a life time opportunity I wouldn’t want to miss. I am a big believer in fate, but you also have to trust and believe in yourself and others as to where you are going, to make success happen.”
“The first few years the only target I set myself was to learn the market.”
Primal Europe now has its own office in Plymbridge and employs six people. They’re clearly growing, having announced a 58 per cent sales increase year on year. But it was never expected that the business would grow as quickly as it did – its founder says: “The first few years the only target I set myself was to learn the market, understand where we sit, and where we want to be – then how we get to that end goal.
“Looking back the first year was all about knowledge and training myself in business. As soon as James joined me the following year, that was when we were able to take the next step as the foundations were in place, and we could start building the brand.”