Dragons’ Den brothers bring their beard grooming business to new markets

Mo Bro’s, a Leicester-based producer of beard grooming accessorises, has increased its international exports by 50% with support from the Department for International Trade (DIT).

Mo Bro’s was founded by brothers Kunal, Keval, and Savan Dattani in 2014 after they spotted a gap in the market for affordable and bespoke beard grooming products. The business sells beard oils, combs and waxes to over 250,000 retailers across 78 countries.

Last year the business appeared on BBC 2’s Dragons’ Den and secured the biggest investment in two series of the show, walking away with £150,000 investment and the backing of Peter Jones, CBE, and Tej Lelvani, CEO of Vitabiotics.

Following growing international demand for its products, the company turned to DIT in 2016 for help with its exporting operations. International Trade Advisers at DIT helped the business to identify and research four key markets where demand for their products was strongest: France, Germany, India and the Middle East.

Mo Bro’s has established a thriving exporting operation over the last year and is working with DIT to establish a local presence in Germany with the aim of increasing exports to the country to £150,000 by 2019.

The success of the company’s international expansion is being celebrated in DIT’s Exporting is GREAT campaign. It is one of 30+ companies – encompassing every sector and region – being championed in the campaign, which looks to inspire and support businesses up and down the country to export.

Kunal Dattani, co-founder of Mo Bro’s, said: “We initially started exporting without a clear plan and struggled with language barriers and the costs involved. The International Trade Advisers at DIT helped us to overcome these issues – we streamlined our approach to expanding abroad after researching and targeting four key countries.

“DIT has also introduced us to useful international contacts including accountants and local business partners who have made the whole process much simpler.

“Since working with DIT, we’ve found that there is huge international appetite for our products. The quality of British-stamped products is appreciated around the world meaning the possibilities for exporting is huge – if we can do it, so can other businesses.”

Ian Harrison, Director of Exports, The Midlands, Department for International Trade, said: “The Dattani brothers have had hair-raising success with their unique business, and it’s no surprise that bearded customers across the EU and further afield, want to get their hands on Mo Bro’s products. We’ve helped the business to develop an exporting strategy and it’s hoping to export over £145,000 of products this year.

“We have 23 International Trade Advisers in the East Midlands to support companies of all sizes and of all sectors to start exporting.”