Pink baby wipes were the unlikely catalyst that prompted Stuart Jolley to start his own business producing deodorising wipes for men.
"I was camping on the west coast of France with some friends and a lot of the showers weren’t working - the only cleansing products available were pink baby wipes which had a girly smell!" he explained.
Although at Cardiff University studying for a degree in journalism, film and media, Stuart had already decided in his final year that he wanted to set up his own business rather than follow a career in journalism.
"I was looking for a creative idea for a business and that trip to France provided me with my potential product. I decided to create the male equivalent – deodorising wipes for men on the go – for use on holiday, travelling, after the gym, at music festivals, clubbing and after sports sessions."
Welsh Government Business Support provided me with a raft of business advice and most crucially how to draft a comprehensive and cohesive business plan.
Stuart Jolley - Wingman
Armed with his idea he attended the University’s 2009 Sparks Idea Challenge, won the £500 second prize and went on to benefit from business support from Welsh Government.
"They provided me with a raft of business advice and most crucially how to draft a comprehensive and cohesive business plan."
The start up support offers assistance to students and graduates who want to start a business and can demonstrate growth potential.
They are offered up to six months pre-start, 12 months post-start coaching, mentoring, and a series of modular business planning workshops.
Stuart spent a high percentage of his student loan on developing a prototype and eventually found a manufacturer willing to produce an initial short run of 10,000 units.
The individually foil wrapped wipes – branded Wingman - were stored in his bedroom and market tested at music festivals – known as hygiene hotspots – where they proved extremely popular and subsequently sold via the internet.
His break came when he was one of ten entrepreneurs selected from 2000 hopefuls to take part in the BBC Britain’s Next Best thing featuring retail entrepreneur Theo Paphitis.
Over a six-month period Theo followed buyers and suppliers as they experienced the highs and guaranteed lows of bringing innovative new products to market, from initial pitch to shop shelf.
Stuart found himself successfully pitching to Boots and landed an exclusive contract and his Wingman wipes are now stocked in more than 260 outlets.
It was, he said, a brilliant start and great opportunity. Stuart has since struck a deal with the King of Shaves brand, who secured a 24% stake in his business that will accelerate the brand’s growth in male toiletries and other areas.
Stuart is grateful for the early support he received to start his business and happy to work with Cardiff University to encourage other potential entrepreneurs to go for it.
The Wingman brand has expanded its mens grooming range and now sells shower gels, skincare and shaving products into Tesco, Waitrose, Sainsburys, Asda, Waitrose and Superdrug
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