North Wales based Workplace Worksafe is a leading supplier of workplace PPE (personal protective equipment), branded workwear and corporate wear, as well as critical component protectors for the energy and renewables industry.
Founded by award-winning businesswoman Rhian Parry in 2005, the company now employs 15 people at its headquarters in Ruthin.
Today, international sales make up around a third of its trade and it is hoping to double its exports over the next 18 months.
The company serves a prestigious roster of construction, engineering, and energy clients, including RWE, Siemens Energy, Jones Bros, GE Vernova, Orsted, and Deutsche Windtechnik, along with numerous public sector organisations. Its products are sold across the UK and Europe, with plans to expand into the American market.
Through its ‘Component Safe’ and ‘Windfarm Worksafe’ subdivisions, the company designs protective systems for critical components used in wind turbines, such as sensitive electrical components. Its products are built to withstand exposure in extreme conditions, helping to safeguard the components, the technicians working on them, and the towers themselves during transportation to the towers, as well as during installation and maintenance. In doing so, they have saved hundreds of installation hours annually as well as significantly cut costs by preventing component damage, which can exceed £25,000 per replacement.
The component protection division has become the fastest growing part of the business, opening up greater international opportunities for the firm.
Development in Export
Workplace Worksafe began exporting in 2011 after reaching out to the Welsh Government for help to expand its international presence and being put in touch with International Trade Advisors, who provided tailored guidance.
Since then, the business has benefited from a range of support from the Welsh Government including trade missions to Denmark, Canada and the US; market research into target markets; introductions to contacts in key regions; and access to funding in the form of an Overseas Business Development grant, which facilitated meetings between Workplace Worksafe and prospective clients during a conference in Las Vegas.
During 2022-2023, Workplace Worksafe made a conscious decision to place a drive on growing its exports. The company is now seeing the fruits of its labour as, 18 months later, it is making good inroads with customers in target regions including America.
Rhian Parry, Managing Director at Workplace Worksafe, said:
“As a business, exporting provides us with big opportunities and it’s made a huge difference to our growth. It has put us on a financially sound platform, helping to diversify our markets, boost turnover and take our business from strength to strength.
“When I first started exporting, I was terrified because it was so new to me and I didn’t want to get it wrong, but I’m glad I took that step and got help to get started because now we’re really beginning to reap the rewards of our export strategy.
“We’re selling our products all over the world and have exciting plans to grow and distribute in more countries, including new parts of Europe, Canada and across America. We have been working with the trade team at the Welsh Government who are helping us identify further markets we can tap into, arranging meetings for us, and supporting us to finesse our approach.”
As well as eyeing expansion in the US, Workplace Worksafe is also planning to grow its existing footprint in priority markets like Germany, Denmark and Europe.
Patience is the key
For other businesses looking to export, Rhian recommends focusing on one market at a time and having patience. She added:
“Being a small business based in North Wales, it’s amazing to see how much we’ve grown and we’re excited to grow even further. My export plan is to target one country at a time and not take a scatter gun approach. The rules of engagement are different in all countries so you need to tailor your strategy accordingly.
“International trade is all about relationships and trust me when I say that visiting your target market to see how it works and to meet people is crucial. Online meetings are a good start but there is nothing like meeting a potential customer face to face to move a deal forward.
“It’s also important to remember that exporting is a long game and you need to be realistic about what you want to achieve. You cannot think you will get an order straight away as it doesn’t work like that.”