FINALIST FOR DIVERSIFICATION INNOVATOR
OF THE YEAR – SMALL TO MEDIUM
Izzi Rainey Ltd, Bates Moor Farm, Norfolk
AFTER completing a textile degree at the Glasgow School of Art, Izzi Rainey returned to the family farm in Norfolk.
With her two passions design and farming, Izzi drew inspiration from the farm as she began to take over more responsibility of the cattle.
The business designs and manufactures homeware and interior products. The inspiration from the cattle and farm has helped them create their products and appealed to consumers aspiring to a rural way of life.
Designs were now in 40 independent shops throughout the UK and now have stock in John Lewis stores. The position in John Lewis has raised brand awareness. While the designs were only physically in the local store, sales were being driven by their online platform.
They have also benefitted from being part of an online platform for independent designers, Not on The Highstreet.
They have now had to outsource a lot of manufacturing, but Izzi believed it was important all of the stock was still made in the UK, with manufacturing still happening on farm.
The business has raised the profile of the farming business with the Highland Cows being one of the most popular designs. Izzi also runs a blog, Over the Farm Gate, and a popular Instagram account giving daily updates of farmlife and showcasing rural Britain.
Izzi has marketed the produce by attending retail fairs, taking products directly to the customers, attending trade fairs meeting manufacturers and utilising social media to reach out to customers and fellow businesses, allowing for creating collaborations.
She was now hoping to continue expanding the product range, whilst analysing and reacting to market trends. Collaborating with other businesses has allowed them to expand their product range significantly, such as into mugs, stationary and furnishings. And working with local businesses has allowed them to remain involved in the manufacturing.