Entrepreneur Focus: Stuart Jolley
By Daniel Hunter
Stuart Jolley, 25, started Wingman after graduating from Cardiff University. His first product - a male deodorising wipe - was born while Stuart was camping with friends during a surfing trip to France.
With no showers to use at the campsite, he and his friends became frustrated at having to use baby wipes to keep fresh, which were perceived as ‘un-gentlemanly’. Later that year, Stuart tested a batch of sample products at music festivals across the UK and from this the brand Wingman was born.
Stuart applied to appear on BBC series Britain's Next Big Thing, presented by Theo Paphitis. Out of 2,000 applicants, he was one of ten entrepreneurs chosen to...
...pitch to health and beauty retailer Boots. Stuart struck the deal with Boots in October 2010 — and his Wingman wipes are now stocked in nearly 300 stores across the country. Following this opportunity, Wingman was offered investment from King of Shaves founder and CEO Will King who, having watched the BBC show, saw potential to develop the brand.
Wingman is now selling successfully through a dozen online retailers and is about to launch onto one of the biggest US male grooming websites, having already made inroads into German, Scandinavian and Danish markets. Wingman will also have an official presence at 10 of the UK’s biggest music festivals this summer, where Stuart will be setting up dry shower stations for festival-goers to use the wipe - essentially a ‘shower in a packet’ - to freshen up.
With a clothing line in its design stages and some exciting prospects to break into other sectors being lined up, Stuart is also developing a new range of shower gels, aftershaves and deodorants under the Wingman brand to be launched later this year.
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