Character World looks overseas as sales rise

CHEADLE-based Character World, which specialises in branded bedding, is targeting overseas growth after a big jump in annual sales.

The company said revenues grew by 31% to £29.2m in the year to December, while pre-tax profits rose 40% to £4.2m.

The firm is led by brothers Mark and Danny Schweiger who conducted a management buyout in 2008 which valued the company at £20m.

The deal provided an exit for their father Tommy who co-founded the business with Danny in 1998, and gave private equity house RJD Partners a stake.

Now they are looking to boost overseas trade with the appointment of three senior staff to manage sales in Europe, the Middle East and Africa (EMEA), doubling the team.

Andreas Niedergesäss has joined the business as EMEA director, while Kerry Fox-Long has been appointed head of creative EMEA and Martin Oesten as territory manager for the Nordic and Baltic regions. The firm said they have all previously held senior positions with prestigious licensors such as Disney and Nickelodeon/VIACOM.

The company first moved into the EMEA market two years ago. It said it has made “significant inroads”, securing contracts and creating product ranges with brands such as One Direction, Super Mario Bros and Peppa Pig.

Danny Schweiger, joint managing director, said: “These appointments double our senior EMEA team, further strengthen our position in the market and demonstrate our commitment to our customers, retailers and licensors. We’re delighted with our EMEA performance so far and are currently negotiating for number of additional contracts. Of course, that’s not to ignore where it all began, in the UK market, where we will continue to pursue growth.”