Led by founder and Managing Director Peter Sully, Spur Shelving acted swiftly to protect its intellectual property and rebuild confidence in its brand. While exporting had long been part of the company’s growth vision, navigating the complexities of international trade, particularly following such disruption, required targeted support and strategic direction. 

The Solution: Business Growth West Midlands Exporting Support Programme 

The Business Growth West Midlands Exporting Support Programme gave Spur Shelving free access to the specialist knowledge and hands-on guidance, needed to begin its export journey with confidence. An important part of our programme is a practical 6-stage International Export Strategy Framework that benchmarks a business's export maturity, from early exploration to advanced international operations and identifies tailored support needs at each stage.  

Working closely with Steve Parker, a consultant at the Black Country Chamber of Commerce who delivered the programme, Peter Sully received support on a range of areas essential to rebuilding the business. This included export sales and marketing, documentation, brand protection, and global IP considerations. 

Peter Sully, Managing Director, shared: "Being able to use Steve Parker’s expertise and experience under the programme has been really beneficial in so many ways. He has helped to build the business and our discussions have covered everything including export sales and marketing, global IP protection, brand rebuilding and documentation. He also helped us to convert orders and enquiries and our first order is going to Qatar now, with some for other international markets in the pipeline. 

"We are sure that he will be helping us even after the programme has finished and will enjoy sharing future successes." 

Steve Parker added: “If anyone deserves success after everything that Peter and his company have gone through, they definitely do. Getting some orders from overseas can happen really quickly and it is a thrill that this has happened in Qatar and some other countries to be announced." 

Export Milestone: From Preparation to Action  

Thanks to this comprehensive support and early success in converting interest into international sales, Spur Shelving has progressed from Stage 2: Export Preparation to Stage 3: First Export Steps (Benchmarked as part of our structured 6-Stage International Export Strategy Framework).  

This advancement signifies a transition from learning and preparation to practical implementation, including taking first steps into active exporting, developing key partnerships, and handling real-time export documentation and logistics. The company is now confidently engaging with international customers, with its first confirmed order and further opportunities emerging in other global markets. 

Backed by targeted guidance and growing international momentum, Spur Shelving is re-establishing itself as a global player in shelving solutions. With a revitalised brand, protected intellectual property, and a clear export strategy, the business is now positioned for sustainable long-term growth. 

David Zell, Assistant Delivery Manager for Business Programmes at the West Midlands Combined Authority (WMCA), added: " The Export Support Programme, run by the Coventry and Warwickshire Chamber of Commerce on behalf of the West Midlands Combined Authority, is a fantastic programme offering free, in-depth, subject-specific expertise support to businesses within the West Midlands, enabling them to grow their potential through international exporting channels.  

“The team are incredibly supportive, knowledgeable and driven to ensure that businesses can thrive and grow off the support that is on offer. The programme is 100% committed to achieving success – and is one not to be missed.” 

Ready to take your business global? 

Contact us today and one of our advisers will be in touch to support your export journey. 

*Provided by Business Growth West Midlands (BGWM), the project is funded by the UK Shared Prosperity Fund (UKSPF), and delivered by Coventry & Warwickshire, Black Country, and Greater Birmingham Chambers of Commerce.