Tangle Teezer woos China

Tangle Teezer, maker of the innovative hairbrush beloved of model Elle Macpherson and actress Emma Watson, is poised to launch in China.

Founded in 2007 by Shaun Pulfrey, Tangle Teezer was spurned by the investors on the BBC’s Dragons’ Den programme later the same year.

The company generates 85pc of its £15m turnover from exports, having doubled revenues year-on-year in 2013. Its imminent expansion into China is forecast to increase turnover by up to 100pc. “China is definitely the fastest growing export market for Tangle Teezer,” said Mr Pulfrey. “Demand for all things British is huge in China, as long as they are made in the UK.”

To target Chinese customers, Tangle Teezer is working with London agency Hot Pot Digital to create marketing content for the two largest social media platforms in China. By targeting Weibo, the Chinese version of Twitter, and Weixin, Tangle Teezer has the potential to reach 260m Chinese consumers, he said.

Retailers can make a significant impact by creating a strong social media presence, added Mr Pulfrey. “Almost everyone seems to buy based on personal recommendation,” he said. “Blogs go viral instantly, new products sell out before they launch.

“We fully expect China to be our biggest global market within 12 months.”

By next year, nine out of 10 Tangle Teezers will be sold overseas. “The toughest thing for Tangle Teezer has been prioritising which country to enter next, while trying to make enough of the product to keep our existing international customers happy. It’s a really nice business problem to have.”

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