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"The support we received from SDI allowed us to focus on targeting the right markets and we had the comfort of knowing that help was available whenever we needed it."

AE Struthers is a family-owned business founded in 1984. With a resolute focus on the shoe industry, the company successfully manufactures and sells gents’ shoes and ghillie brogues.

Under the Thistle Shoes brand it also hand-produces its own highland-dance shoes at the company’s premises in Glenrothes, Fife.

Since the company began exporting, it’s reported a 25% increase in turnover.

Innovative products

Over the last two years, AE Struthers has developed a new range of shoes targeted at the Irish dance market, via its Ryan & O’Donnell brand.

The design and materials used are revolutionary, offering significant comfort and directly related foot-health benefits compared with competitors.

Great care has also been taken to ensure that the new hard shoe generates an even sharper and unique sound when clicked together.

Identifying key market opportunities

With Highland and Irish dancing recognised the world over, AE Struthers soon realised that overseas markets offered hugely significant opportunities.

Currently the biggest markets for Irish dance shoes are the US, Canada and Australia, and the company knew that it was vital to tap into these markets in order to successfully launch its new Irish dance products.

This is when AE Struthers’ export journey truly began.

After contacting Scottish Development International (SDI) with its growth plans, the company received considerable support as part of SDI’s accelerated export initiative. 

Focusing on the right markets

Support included international strategy workshops which helped the company to clearly identify and prioritise its opportunities in line with the available resource.

Commenting on the support received, AE Struthers’ Director Pamela Moffat said: ‘Quite simply, we would not have managed to juggle all of the elements and give each area the right focus if we had done this on our own.

"The support we received allowed us to focus on targeting the right markets and we had the comfort of knowing that help was available whenever we needed it.

"SDI helped us tremendously, from giving us advice on the legal and technical aspects of doing business in the US, to introducing us to some key contacts and helping us work with key individuals in the industry."

Benefits of international trade

What has exporting meant for the company? Getting your international business strategy right can reap rewards. Since it began expanding through exports, AE Struthers has reported a 25% increase in turnover.

It currently has distribution agreements being finalised for the US east coast and hopes to have similar agreements in place for the west coast later this year.

Pamela continues: ‘We plan to target Australia next but we understand that we still have a lot of ground to cover in the US and Canada. There is worldwide demand for Irish and Highland dancing and we’ve just scratched the surface.

"I would definitely encourage small to medium businesses to do their research and look at exporting opportunities. The world is a big place and there is so much potential for growth."

Support to help you do business outside Scotland