Greater London Enterprise Awards 2021

38 | Greater London Enterprise Awards 2021 sneaker boutique for only the rarest sneakers and streetwear available on the global stage. With stores in London, Paris and Dubai, and a further two in Qatar and Saudi Arabia later this year, Presented By is another colossus in the fashion industry that looks to redefine paradigms. Nohman touches on the importance of the Presented By store environment in cultivating that key client centricity: “our stores are built to lead the consumer by emotion rather than price, focusing on giving the consumer a place of discovery and interaction”. And the effort shows, with the Presented By Dubai store being labelled the best sneaker store in the world by Edgar Magazine. Ultimately, the company’s success comes down to a very organic approach, and a deep understanding of what the market craves. By utilising a modern, adaptive and dynamic approach to marketing, Undercover Brothers has cultivated an avid customer base among their various brands, that all understand that the founding ethos and mission remains firm and fast to this day: smart, client centric business decisions, honest marketing and a superior product. It almost sounds easy, but it would be underselling the extraordinary expertise of the founding brothers that are the true driving force behind it all. With all of this in mind, there can be no business more deserving than Undercover Brothers for this award and recognition. Company: Undercover Brothers Ltd. Website: https://undercoverbrothers.com/ Address: 2 Western Avenue Business park, Mansfield Road, W3.0BZ, London, United Kingdom Email: info@undercoverbrothers.com Some businesses get lucky, entering the market at just the right time with the right product and reaping the rewards. Some, like Undercover Brothers, find success through innovation and creativity, capitalizing on the smallest of opportunities to pave the way to greater growth. Following Undercover Brothers’ recognition in the programme, we spoke with Nohman Ahmed to find out more about the brand’s journey to incredible success. Perhaps no two words summarise Undercover Brothers’ approach better. Partnering uncanny business intuition, with exceptional marketing expertise, the company has grown immensely since 2012 and the inception of its first major success story in Crep Protect Ltd. Jump forward to today, where the business has spawned numerous global successes and market outreach, becoming an undisputable goliath on the greater fashion and lifestyle landscape. Further, Crep Protect is now the world’s largest premium sneaker care brand, specialising in shoecare products, and sold in more than 20,000 retail locations globally. Brand Ambassadors have ranged from renowned artist DJ Khalid to premier league footballer Deli Ali. It’s almost difficult to reconcile the achievements of the brand within such a short timeframe, but the numbers speak for themselves. The 7th fastest growing company in Europe on the FT1000, licensing deals with the NBA and collaborations with Adidas, 1.5 million followers on Instagram, numerous stores across the world with a further two planned for Saudi Arabia and Qatar over the next couple of months – Undercover Brothers’ achievements comprise a success story that rarely comes around. But, as Nohman makes clear, every business decision that was made came from a deep understanding of their market and an ability to predict – simply – what consumers want. What will be the next big hit. “We take great pride in being a brand defined by premium products, with a premium price point. From the very beginning we noticed a gap in the market for exceptional quality products, but with a customer approach that was very much against the grain in terms of your usual store environment. Our stores are Best Fashion & Lifestyle Investments Firm 2021 created from the perspective of a help desk, rather than purely from a selling mindset. We don’t want to push a product onto people but help find the right choice for the individual.” Here, Nohman continues to discuss the first few crucial steps the company made. “With Crep Protect we were understanding that sneakers were moving away from being simple leisure ware and more into being a fashion statement in and of themselves. From there Klekt felt like a natural extension and fulfilled the vision we have of entering – and kick starting – the premium sneaker market.” That almost seems an understatement considering the impact that Klekt has had over the last nine years. As Europe’s leading online marketplace for super rare sneakers – and peerless customer service – Klekt has come to be the pacesetter for the luxury sneaker market, the bar that all others measure themselves against. With two astronomical brands under their belt, Undercover Brothers has continued to expand their market share in the ever-growing premium fashion industry with savvy partnerships with Adidas and the creation of another brand, Presented By. The latter has proven to be a natural successor to Crep Protect and Klekt, uniting the two offerings to create a luxury Jul21657 “Disruptive Innovation” “To grow businesses, by not only revenue; but by ensuring an organic brand growth, that is what underpins our attitude and approach.”