Excellence in Business Awards 2011: Even TV’s Dragons didn’t put the boot in to this idea

Unable to find a wellington with a lift, she realised she had found a gap in the market and set about creating a product with only £500 in her back pocket.

Three years later, WedgeWelly’s products are now stocked by major retailers such as Bank Fashion, ASOS and N Brown Group. The Hull-based company also exports to Russia, Germany and Ireland and is planning to set up an export division.

Sarah Longthorn, 34, won the Young Entrepreneur of the Year category, sponsored by O2.

The judges said: “There were lots of positives in our winning entry...impressive growth, strong distribution, good outsourcing and lots of new products. Our winner even persuaded Dragons Den investor Theo Paphitis to open his wallet.”

Mrs Longthorn said: “I’m a real fashion girl from the city and I had to take a step into the country life. I really didn’t want to wear flat wellies so we designed a welly with a practical wedge heel.”

The turning point for the company was when Mrs Longthorn appeared on BBC2’s Dragons’ Den with her business partners, husband Mike Longthorn and friend Laura Booth, to look for investment.

The trio secured £65,000 from Theo Paphitis for a 25 per cent stake in the company.

“Dragons’ Den could either have made or broken us,” she said. “We see so many businesses going on Dragons’ Den and they fail under the pressure so we knew that could be a massive risk to our business.

“But at the end of the day, we knew we had a great business and hopefully the Dragons would recognise that and they did so it turned out well.”

Now in its third year of trading, WedgeWelly, which still employs only three staff, is constantly innovating and creating new products to stay ahead of the competition.

Since incorporation, the company has launched its new Splash Wellies brand in addition to three new products under the WedgeWelly brand.

This year, the company also launched a young girls’ range of WedgeWelly boots – Misfits – after signing an exclusive deal with retail giant John Lewis.

Mrs Longthorn said: “The wedge heel is based on the Clarks wedge and it’s fantastic for those girls who are just getting into their first heels.”

“There’s lots going on for WedgeWelly,” she added. “We’ve got five countries we’re looking to export to in the next 12 months and we’re also looking to launch a clothing range of festival dresses for ladies so that will complement the boots very well.”

Trade marks and design registrations ensure that competitors are unable to imitate the brand or copy products.

As well as running a demanding and successful business, Mrs Longthorn is a mentor to those who are just starting out on their journey. She is also on the board of the Institute of Directors for the Humber region.

Speaking after winning the award, Mrs Longthorn said: “I feel very blessed. I’m really shocked but very grateful.”

Wedgewelly’s growing footprint

Wedgewelly began life by targeting female festival-goers aged 16 to 25 but has since launched new ranges for a number of different markets.

In three years the company has grown from a standing start to a turnover of over £726,000.

The original WedgeWelly includes five designs in three ranges: Unique, Flex and Curve.

Last year the team, which includes husband and wife team Mike and Sarah Longthorn as well as designer Laura Booth, launched a new value range of wellies under the Splash Wellies name, offering two ranges (slim fit and wide fit) and six designs.

Earlier this year, it joined forces with John Lewis to create a range of WedgeWelly boots for teenage girls under the Misfits brand.

Millionaire Theo Paphitis fought off competition from Deborah Meaden and James Caan and offered £65,000 for a 25 per cent share in the firm when the team appeared on BBC 2’s Dragons’ Den in 2010.

In the past, he has revived the fortunes of retailers including La Senza and Contessa Lingerie.