Case Study: Scaling and Licensing with Sam Jayne Designs

Sam Jayne Designs, an independent creative brand, was producing products on a small-batch basis when I began working with her. The brand was preparing to launch on NEXT PLC, but lacked the infrastructure, funding, and retail breadth to scale effectively. Without a sustainable route to volume production or multiple sales channels, the business risked stagnating at a micro level.

Diagnosis and Strategy

  • Diagnosis and Strategy
    Over an 18-month period, I worked closely with the founder to shift the business from a small-batch creative venture to a scalable, commercially viable brand. The strategy focused on:

    Manufacturing partnerships

    Connected the brand with two UK-based manufacturers to enable volume production without requiring large upfront investment.

    Negotiated contracts that balanced cash flow constraints, reduced unit costs, and increased margins, making the products more attractive to retailers.

    Product innovation and positioning

    Co-created new product concepts designed to resonate with buyers and stand out in a competitive market.

    Put products forward for industry awards judged by retailers, achieving shortlisting that significantly raised profile and credibility.

    Sales and retail expansion

    Shifted the sales approach from reliance on a single online platform to proactively pitching to retailers with the scale and buying power to grow the brand.

    Positioned new concepts as “ready-to-adopt” ranges that retailers could run with, supported by streamlined manufacturing solutions.

    Licensing pathway

    Negotiated and facilitated licensing opportunities, allowing the founder to generate revenue from her creative IP while manufacturers handled production and retail relationships.

    Freed the founder to focus on design-led projects while the brand reached a wider market through licensing partners.

Execution and Results

  • The transformation delivered several key outcomes:

    Manufacturing scalability – UK production partnerships enabled volume manufacturing at sustainable margins.

    Retail engagement – Products gained attention from leading retailers, backed by award recognition and trade credibility.

    Licensing secured – The brand transitioned into a licensing model, ensuring growth without overextending the founder’s resources.

    Creative freedom – Founder retained focus on design and concept work, while the brand grew commercially through experienced partners.

Impact

  • Sam Jayne Designs moved from a fragile, small-batch business reliant on a single online platform into a recognised, scalable brand with established retailer conversations, award credibility, and a licensing pathway. The transformation created resilience, improved profitability, and positioned the business for long-term growth.