Dental protection supplier takes a bite out of sports market

Walsall sports brand SAFEJAWZ is celebrating its £1m revenue milestone and growing its international reach to 35 countries.

Run by Ewan Jones and George Dyer, the business started out selling clearance sports equipment on local market stalls, funded by the sale of Ewan’s car.

Spotting a gap in the market for comfortable and desirable sports dental protection, the business launched its own brand of both self-fit and custom-fit hand-made dental mouthguards in 2014.

Having access to a flexible overdraft facility from HSBC UK has given the business access to the capital required to grow.

Today, SAFEJAWZ products are available in 35 countries, with exports to Europe and North America being a key focus for future growth.

Dyer said: “As a small growing business that has ‘bootstrapped’ from day one, access to flexible capital like this has quite literally meant the difference between success or failure. HSBC UK has been extremely flexible and easy to work with and has extended the facility relative to our growth over the past couple of years. We now manufacture innovative mouthguards that are trusted by the world’s top athletes. Our ambition is to continue our growth and this £1m milestone has only served to give us more energy to continue.”

Rebecca Picton, HSBC UK’s regional director for small business banking, Midlands region, added: “George and Ewan have done a fantastic job of building the business from the ground up. We’re very happy to be able to provide the additional finance needed to support the business’s growth and would like to congratulate them on reaching this milestone.”