Jean’s bright idea hits the road

Oct 2 2008 by Chris Knox, The Journal

A FORMER nurse is looking to expand her colourful walking stick business after winning a nationwide contract with a department store and moving into overseas markets.

Morpeth-based Jean Smith has struck a distribution deal with high street chain John Lewis, which will put her sticks on sale at all 27 of its stores – up from 13 stores under a previous agreement – as well as on its website.

The entrepreneur set up Switch Sticks with her niece Vicky Mitchell in 2006 after receiving a replacement hip which meant she had to use a walking stick.

After becoming fed up with the plain and functional sticks available and failing to find alternatives, Jean realised there was a big gap in the market.

The pair have since managed to sell the funky sticks in Spain and Holland and have recently extended their reach to Portugal, Cyprus and Japan.

They have also managed to get their products into stores in Australia, where their range of hiking sticks has become popular among tourists wanting to explore the outback.

As a result of the recent expansion, Vicky now believes the business will be able to add £100,000 to its £250,000 turnover by next year and increase its workforce of six.

The pair are now looking to diversify into other areas of outdoor walking equipment, which would also sport the trademark eye catching designs.

Vicky said: “We have made a number of inroads into international markets and believe we can continue this as the business grows.

“This growth has also allowed us to experiment with the kinds of sticks that we sell as well as plan a number of new ranges.”

Additions to the company’s range include a Marie Curie stick, which raises money for the charity, and a “design your own” stick which will come with a set of paints and be launched in time for Christmas.

Jean said: “We have grown quite a bit since we started and our new ranges should help us to continue growing.”