Early enthusiasm boosts Christmas lights retailer Lights4fun

The online Harrogate-based firm, which competes with the likes of John Lewis, Next and White Company for lighting, has ambitious plans for international expansion next year after securing private equity backing from NorthEdge for a management buyout.

NorthEdge is working with managing director Kieran Eblett, who joined the firm in 2018, to further expand the company’s product range, accelerate market share growth in the UK, enhance its presence in Germany and the US, and invest in its marketing and data analytics capability.

International sales make up 50 per cent of total sales.

The company currently has three websites for the UK, Germany and France and it also sells through Amazon in the UK, Europe, the US and Canada. It is planning to launch its own US website next year. Mr Eblett said: “We definitely see an opportunity for a dedicated niche retailer over there and it’s something we’re all incredibly excited about.”

Lights4fun has benefited from early enthusiasm from festive shoppers over the last few weeks. “We saw it coming in early October that people were starting to think about Christmas,” Mr Eblett said. “It’s been a tough year so everyone wants to make the festive period feel a bit longer.”

One of the company’s most popular products this year has been a light-up dachshund dog, which sold out after it was featured on ITV’s This Morning. “People are going in for things that will put a smile on their face.” Mr Eblett said.

The direct-to-consumer business, which works with its suppliers to develop product designs, has been operating since 2003.

It sells more than 700 decorative lighting products online, which include indoor and outdoor fairy lights, festoon lights, and seasonal lighting.

Mr Eblett said sales were boosted by people spending more time in the garden over the summer as well as pubs and restaurants investing in their outdoor areas as social distancing restrictions stretched into the winter months.

The business, which reached £20m turnover for the first time this year, currently employs more than 40 people after adding about 10 new roles this year.

It plans to grow its headcount further as it heads towards the £50m goal over the next three years.