Kameleon Rose dressed for export success

Kameleon Rose, a Plymouth-based clothing manufacturer, is set to expand its international reach to Germany, the Netherlands and Switzerland in the next six months after seeing its revenue triple over the last year.  

The business, which was established in late 2014, produces the patented Kameleon travel dress: an adaptable travel garment that can be converted into a range of clothing items, including a skirt, a top, a dress and trousers. 

The firm, which has been exporting since it began trading, now generates 95% of its revenue from sales overseas. Last year the company turned over £88,000 – an increase of 300% on its 2016 figures – and is projected to turn over £384,000 in 2018. 

Kameleon Rose currently sells to 39 countries through its website, and has successfully seen its designs stocked in retail chains in Finland, Belgium and France. 

The company is currently in talks with German retailer Globetrotter, Dutch retail chain Bever, and Swiss retailers to further its international retail presence. 

Throughout its exporting journey, Kameleon Rose has received support from Department for International Trade (DIT) advisers dedicated to helping South West businesses export. DIT’s advisers have worked with the company to identify overseas opportunities, develop its exporting business plan and to attend major overseas trade shows. 

Leila Rose, founder and CEO of Kameleon Rose, said: “Our business has gone from strength to strength over the past few years, driven primarily by growth in our export sales.

“The exporting process is hugely rewarding, but research is vital. When we first started out, we found it difficult to identify new markets and build relationships with key contacts abroad. DIT helped us to tackle this head on, enabling us to attend the ‘OutDoor’ trade show in Germany. Through this, we were able to start developing a network of buyers and retailers across the world. For instance, last year our French retailer, Au Vieux Campeur, reported zero customer returns on our Kameleon dress. It is now planning to create a section in its stores dedicated to Kameleon Rose products. 

“DIT’s trade advisers provided one-to-one business coaching and these discussions helped us navigate some of the trickier aspects of the exporting process, from legal requirements to language barriers.

“With the right support and guidance, exporting challenges can be overcome – the world really is your oyster. If we can do it, others can too.”

Paul Shand, regional director for DIT in the South West, said:

“Kameleon Rose has built a strong international online and retail presence with an innovative product, and is set to see its revenue soar as it continues to expand its reach overseas.

“There is huge demand for British goods and services across the globe, and many South West businesses are already taking advantage of the opportunities that exporting brings.

“DIT has a team of expert international trade advisers based across the South West to help businesses kick start or boost their exporting activity, along with staff based in embassies and consulates around the world. 

“I would urge anyone who is interested in exporting to get in touch. The support is out there.”

DIT’s Exporting is GREAT campaign aims to help more businesses explore new markets overseas. The campaign is currently showcasing a range of UK businesses – from a range of sectors and regions – to inspire and support firms up and down the country to export.