Sam Farmer tells the story of how a shopping trip to buy deodorant led to an idea for a business that's now selling nationwide.

Sam Farmer launches British brand in Space NK

Member stories

What were you doing before you started the business?

I was and still am a stay at home dad helping to bring up Emily and William. However, I'm so busy with 

 that they now seem to be looking after me rather than the other way round.

How did you come up with the idea for the business?

I'd gone to buy my daughter, Emily, her first deodorant. I couldn't believe my eyes when I saw the pink, pouty and submissive packaging aimed at her and the steel grey macho stuff intended for my son, William.

I'm not sure they took me seriously after I stormed out of the shop, dumbfounded by the sexist stereotyping marketing we'd been confronted with, shouting 'that's all bullshit, you're both equal!' and assuring them things were about to change as they ran for cover.

What is the product and how/where is it made?

The SAMFARMER range is unisex and consists of every day essentials, specifically formulated for young adults. Skin and hair has essentially the same structure regardless of gender so, from a cosmetic science standpoint, there's no need to segregate girls from boys.

The tubes are made and printed in Suffolk, the product is formulated and manufactured in England and I ship it from Devon. I am committed to constantly improving the sustainability of the range and supporting British business.

How have you promoted the brand and what has been your most successful marketing activity to date?

I've used social media to get the message out and sent testers to bloggers and journalists. By far the most successful response has been from national newspapers. Sali Hughes in the Guardian and India Knight in the Sunday Times are hugely influential.

How did you secure the deal with SpaceNK?

Having met lots of people whilst starting the business, I was introduced to an industry professional and influential blogger.

She wrote an article about what I was doing and the following day SpaceNK got in touch. It's quite a long process from the initial meeting to securing your products on the shelves but very enjoyable and the first time you see them in store is quite something.

What next for Sam Farmer, the business and brand?

Making the range more accessible to the people who want to buy it, is essential, as is keeping up with the scientific advances in ingredients and raw materials.

I'm working on new products to be launched next year, all unisex of course, and will be approaching retailers who share the same vision for providing excellent personal care formulations for young adults, without the stereotypes.

Sam Farmer on how a shopping trip to buy deodorant led to an idea for a business that's now selling nationwide.

It&apos;s a tough vocation being an entrepreneur and owner of your own business however, the rewards both emotionally, financially, professionally, and your impact on other humans, can be rich and satisfying. There are highs and lows and my job is to help you smooth the ride providing consulting services focusing on specialists areas that will impact everything you do - knowing your customers, what makes them tick, aligning your offer and values in ways that always resonate, that builds long-lasting relationships and drives digital revenue.
B2B buyers have evolved. They no longer just purchase, they subscribe to your values, the brand experience you offer as well as product &amp; pricing fit. They want trusted partnerships, not just suppliers. Investing in marketing tactics can very often fumble without the right up-front investment in understanding your customers, building emotional connections, telling your story, getting the right technology in place and optimising engagement throughout the buyer and customer journey. After 25 years of bringing up kids, providing a safe and secure home for my family, my motivations and &quot;North Star&quot; are quite different moving forward. If you want to build your business and need to lean on someone who has been at the forefront of marketing digital transformation and want access to know-how, essential tools and tricks that will underpin every aspect of how you go-to-market, I can help.
The added benefit, I have a great network or equally professional and gifted colleagues spanning the whole spectrum of what it takes to do effective marketing so if I don&apos;t know it, I know someone who does.
Here&apos;s the &quot;professional low-down and career highlights&quot; blurb.
I&apos;m a versatile and experienced Director and Board Advisor who has passionately followed and been highly active in the transformation of B2B marketing and sales over the past 14 years supporting scale-up to large corporate businesses. Experienced across multiple sectors principally hi-tech manufacturing, technology, media, fintech, education and professional services. I offer a proven track record of supporting ambitious senior marketing, sales and c-suite executives to challenge, navigate, question and adopt modern transformational strategies to create and accelerate growth.
Business strategist and real-world cross-functional tactical execution leader leveraging business &amp; technical acumen to challenge complex growth stage issues
A specialist in the essential digital sales &amp; marketing components to drive revenue. I can help you..
<ul>
<li>Understand your customers first (deal cutomer profiles &amp; personas), what makes them tick and how to create solid GTM plans (buyer journey mapping, messaging, content planning, integrated campaign planning).</li>
<li>Thinking about buying technology? I can help you Identify the key business priorities that warrant investment in technology before you spend a penny!</li>
<li>How to create the most appropriate and effective technology ecosystem to drive digital engagement, sales &amp; growth</li>
<li>Avoid the traps that can lead to technology failure</li>
<li>Marketing &amp; sales technology consulting experience includes Folloze, Drift, 6Sense, Bombora, Salesforce, Oracle Marketing Cloud, Outreach, Turtl, Adobe, Bombora, Hubspot and more</li>
</ul>
EXAMPLE SENIOR LEADERSHIP ADVISORY ROLES
Global Automation Vendor: Advisor to global marketing leadership team. Tech stack investment strategy &amp; optimisation, campaign performance analysis, strategic service &amp; team investment, change management, creating a data-driven culture and using data analysis to make decisions
Global Industrial Solutions Vendor: Advisor to global marketing &amp; sales leadership teams on cross-channel digital programme conversion optimisation and account-based marketing/sales programmes. Tech stack audit, optimisation and investment strategy including conversational marketing &amp; sales (chatbot) strategy, programme delivery, sales onboarding &amp; enablement.
Global Colocation &amp; Data Centre Provider: Advisor to EMEA marketing &amp; sales leadership teams on tech stack optimisation, technology investment strategy and multiple marketing operations programme delivery – integration, analytics, chat strategy, ABM, lead nurturing &amp; lead scoring, sales &amp; marketing alignment.
BOARD ADVISORY ROLES
Sales Directorships at two, top five global technology corporations (SaaS application products)
Managing Director, Board Advisor, Marketing Consultant, global B2B marketing agency
Business Director, Board Advisor, Marketing Consultant , UK B2B marketing agency
Sales Director, global SaaS technology scale-up (EMEA growth-IPO-Acquisition)
Partnership Lead for numerous US SaaS scale-ups breaking into EMEA

Marketing Strategist and Tech Adviser

Essential sales and marketing components for start-ups

Starting and scaling a business requires mastery of several essential sales and marketing components.

&lt;p&gt;I'm Emily, Retail Supply Chain Consultant and owner of The Retailer Clinic. I help small retailers to optimise their supply chains, focusing on the areas of procurement, production, inventory management, forecasting, cash flow and strategy.&lt;/p&gt;

&lt;p&gt;I have over 10 years experience in retail having worked in head offices in buying, sales and production roles and on the shop floor in sales advisor and account management positions.&lt;/p&gt;

&lt;p&gt;Working for small retailers opened my eyes to the challenges small retailers face when it comes to supply chain. Forecasting and inventory management software is eye-wateringly expensive, production planning is more complex due to smaller order quantities, and deciding on a procurement strategy can be difficult without buying power.&lt;/p&gt;

&lt;p&gt;I went in search of solutions to these problems and spent the next few years studying supply chain analytics, fundamentals, dynamics and design. Armed with 10 years of experience navigating retail supply chains and a stack of models and knowledge, I am ready to help you optimise your supply chain!&lt;/p&gt;

Retail Supply Chain Consultant

Small Retailers Network

This is a networking and support group for small retailers. The aim of this group is to create a space for small retailers to network, troubleshoot and collaborate. 

I am here to help all members with any retail operations and supply chain questions. 


With 15 years of industry expertise in buying for renowned UK brands like ASOS and Allsaints, Natalie Binns is a true authority in the field of sustainable fashion. Having gained invaluable experience in global markets, she witnessed the damaging and exploitative practices within the industry, fueling her desire to be part of the solution rather than the problem.
Inspired to make a difference, Natalie established a consultancy that brings big brand thinking to small brands, igniting their launch and growth while driving sales and profit, all with sustainability at the core. From design to delivery to store, Natalie supports businesses throughout the entire product life cycle.
Natalie&apos;s passion and innovative approach have earned her recognition as a respected thought leader in sustainable fashion. She has made notable appearances on BBC Radio 4, Woman&apos;s Hour, Metro.co.uk, BBC Business, Hello! Magazine, and Drapers Sustainability Conference. Additionally, Natalie shares her knowledge by lecturing at the University of Westminster.
When it comes to sustainable fashion, Natalie Binns is the expert you need by your side to revolutionise your brand and make a lasting impact.
Get help with:
<ul>
<li>Sourcing - including UK manufacturers and sustainable fabrics with low MOQ</li>
<li>Brand Strategy - Identifying your target customer, market and brand values</li>
<li>Managing production and setting up a critical path with realistic timelines so your deliveries will be on time</li>
<li>Cost price negotiation and improving target margin</li>
<li>Range building, encouraging multi purchases, increasing basket value, capitalising on bestsellers, lowering risk</li>
<li>Improving lead times</li>
<li>Design direction and product development - sample shopping, inspiration gathering, cost engineering</li>
<li>Competitor analysis and market research</li>
<li>Sustainability strategy, training and implementation</li>
<li>Preparing to wholesale</li>
</ul>

Sustainable Fashion Brand Consultant

Monthly Consulting

I act as an extension of your team for a minimum period of 3 months. You get the benefit of having an experienced fashion retail & sustainability expert in your business for a fraction of the cost to hire a permanent member of staff.

I offer consulting on 3 scales:

HANDS OFF
For businesses who need me on hand for help and advice throughout the month and to carry out specific tasks, but don&apos;t need help with the day-to-day.

Works well for:
- established businesses that have a team and need

Having worked with Magice Circle and American firms globally, I have represented companies from incorporation to expansion and eventual sale. As small business owner myself, I understand the pressures that many business owners face in terms of time and cost.
I can assist you fundraising for your business (EIS and SEIS), buying or selling a business/company as well as entering into a joint venture or shareholders agreement.
Qualifications: Solicitor in England &amp; Wales &amp; Solicitor in Hong Kong SAR

Partner

Hemanth Mirpri

Having worked with Magice Circle and American firms globally, I have represented companies from incorporation to expansion and eventual sale. As small business owner myself, I understand the pressures that many business owners face in terms of time and cost.
I can assist you fundraising for your business (EIS and SEIS), buying or selling a business/company as well as entering into a joint venture or shareholders agreement.
Qualifications: Solicitor in England &amp; Wales &amp; S