Spur Shelving reignites international growth through Export Support Programme

Cradley Heath-based manufacturer Spur Shelving is making a confident return to international markets after navigating a serious challenge that threatened the very future of the business. 

Well-established for its robust shelving systems used across a wide range of commercial and industrial settings, Spur Shelving was hit by fraudulent activity overseas — including brand imitation in the Far East. The incident severely impacted the company’s reputation abroad and disrupted its export plans. 

Determined to recover, founder and Managing Director Peter Sully moved quickly to safeguard the company’s intellectual property and restore trust in the brand. While exporting had always played a key role in Spur’s growth strategy, re-entering global markets after such disruption required specialist support and a clear plan. 

Solution: Export Support Programme  

That support came through the Export Support Programme provided by Business Growth West Midlands, a fully funded initiative offering businesses across the region tailored guidance to develop and implement successful export strategies. A key component of the programme is its six-stage International Export Strategy Framework, which benchmarks a company’s export maturity and aligns support accordingly. 

Peter worked closely with Steve Parker, an export consultant from delivery partners, Black Country Chamber of Commerce, who helped the business address critical areas such as export sales and marketing, documentation, brand rebuilding, and global IP protection. 

“Being able to use Steve’s expertise and experience under the programme has been really beneficial in so many ways,” said Peter. “He’s helped build the business back up, and our discussions have covered everything from marketing and IP to converting enquiries into actual orders. Our first international order is now heading to Qatar, with more on the way.” 

The results have come quickly, with new export activity already picking up pace and fresh interest from additional international markets. Beyond the practical support, Peter credits the programme with giving him renewed clarity and confidence to push forward. 

Steve Parker shared his admiration for the resilience of Spur Shelving: 

“If anyone deserves success after everything they’ve been through, it’s Peter and his team. Getting those first orders out to overseas markets — starting with Qatar — is a fantastic milestone, and I’m excited to see what’s next for them.” 

Export Milestone: From Preparation to Action  

Thanks to the support they received and early success turning interest into sales, Spur Shelving has moved from Stage 2: Export Preparation to Stage 3: First Export Steps in the structured 6-Stage International Export Strategy Framework. 

This progress marks a shift from planning to action, with the company now actively exporting, building key partnerships, and managing real export logistics and paperwork. Spur Shelving is already engaging with international customers, with its first confirmed order on the way and more global opportunities developing. 

With structured support, a defined export strategy and initial traction in overseas markets, Spur Shelving has strengthened its brand, taken steps to protect its intellectual property, and established a foundation for high-growth on an international stage. 

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, find out more and complete an enquiry form here: Exporting Starts Here 

The Export Support Programme is 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.