The kitchen table startup from Leicestershire that went global

Tajinder Banwait MBE founded Urban Apothecary London 15 years ago at her Leicestershire kitchen table after struggling to find the perfect sensory gift. What started as a home fragrance brand, has grown into a global business exporting to 37 countries.  

After 25 years in the beauty industry, Tajinder knew she wanted her own business. She trademarked the Urban Apothecary name early on, waiting for the right moment to launch. That came after having her first child, when she decided against commuting to London and spotted a gap in the home fragrance market.  

Her first break came when a well-known department store took six months' worth of stock and sold out in just six weeks.  

This gave the business the confidence to grow, and in 2017 Urban Apothecary completed a major brand update, moving from a vintage chic aesthetic to the modern apothecary look it has today.  

The business employs 15 people at its Leicestershire factory, where all candles and diffusers are still handmade. Bath and body products are outsourced to specialist partners within 40 minutes of the base, keeping everything British-made including the fragrances.  

Working with distributors 

Tajinder's previous experience as a distributor proved crucial when she decided to expand internationally in 2018.  

"I knew what I was looking for in distribution partners. They are the experts in their markets, they know the customers and consumers very well, and they do the PR and buy the stock in."  

The international expansion was rapid, starting with Australia and New Zealand, then Japan, China, Hong Kong and the US.  

By 2020 Urban Apothecary was in 30 countries. Some distributors have even expanded the brand into additional markets after succeeding in their original territory.  

However, Brexit created significant challenges, particularly in Germany, which had been one of the company's biggest distribution markets, says Tajinder.  

"As soon as Brexit happened, it was like a light had switched.” 

Urban Apothecary spent £10,000 on German compliance requirements and relabelling, only to face further delays and complications. Products sat at ports for months, leaving customers empty handed.  

"Each EU customs [authority] will want something different from you. We've had products stopped at customs in Estonia where they wanted to see ingredients for every single product on the pallet."  

While Urban Apothecary still has distributors in some European markets including Sweden, Norway and Denmark, the complexity has made distribution relationships more challenging there.  

Despite setbacks, international sales now account for just under 50% of turnover.  

Getting recognised for her export achievements  

Urban Apothecary won a Queen's Award for Enterprise in 2022, recognising its export achievements. Tajinder deliberately keeps the split balanced:  

"The home market is really important to us. We don't want all our eggs in one basket."  

She emphasises the importance of building strong relationships with distributors:  

"It's all about relationships. You're not going to work with somebody you're not going to enjoy working with. It's still my brand at the end of the day and we wanted to see it succeed internationally."  

Her advice for other businesses considering exporting is clear:  

"Get it right in your home market first. It's so difficult to pull back once you've decided to go international."  

She also stresses the importance of choosing the right route to market and finding distribution partners who match your business values.  

As an Export Champion for the Department for Business and Trade, Tajinder now helps other businesses navigate their international expansion, sharing the lessons learned from her journey from kitchen table to global brand.  

Tajinder’s top exporting tips 

1. Engage with the Department for Business and Trade early so that they can help you plan your strategy for trading internationally. 

2. There is a lot of support and some funding available for businesses of all sizes that wish to trade around the world. 

3. Take time to research the markets you wish to enter, both the commercial and cultural aspects. 

4. Protect your product or services in all the markets you wish to trade with ideally before you enter.

5. Exporting is never plain sailing, but you can learn as much from the difficulties as from the wins, and ultimately, there are many benefits to taking your brand worldwide.