Barnsley retailer sees turnover double in 12 months

9 December 2015

Alex Leslie of Direct 2 Mum. This photo was supplied by Capital B Media, a public relations and media training agency based in Sheffield, South Yorkshire. For more information, please visit A Barnsley retailer with a UK-wide customer base has doubled its turnover in the last year, and plans to expand further in 2016.

Direct2Mum which specialises in products for expectant mums, babies and toddlers has seen turnover rise from £3m to £6m in the last 12 months, and has plans to open three new stores in the future with turnover expected to rise to £10m next year.

The company originally started as an online shop in 2010 operating out of 13,000 sq ft premises at Dodworth Business Park. It opened its first walk-in store in 100,000 sq ft new premises nearby in May 2014.

Direct2Mum’s developments and expansion are being backed by Barnsley Business and Innovation Centre (BBIC), through Enterprising Barnsley, the business development arm of Barnsley Council.

Managing director Alex Leslie said: “This is an exciting time for us as a company as we’ve seen exponential growth this year, but we’re always looking at how we can grow and expand further.

“It’s great to see that our turnover has doubled, and we’re really keen to see the business grow further and become a household name.

“We pride ourselves on being there for parents from day one and we understand what we need to do to help parents make the right decisions for their child, and choose the right products for them.”

Around 60 per cent of Direct2Mum sales are still online with products being sent all over the UK and its Barnsley store is now attracting a growing number of customers from as far afield as London and Hull.

Direct2Mum stocks over 8,000 different items, ranging from prams, car seats, baby bags, feeding equipment and bath products. It employs 53 staff, including those who are specially trained to offer expert advice to parents, as well as being able to set up any equipment bought in store, such as installing a car seat.

Alex says they have plans to open more stores across the UK in the future, with London, Manchester and Birmingham currently being looked at.

BBIC has supported Direct2Mum with business development, advertising and marketing. Alex said: “The ideas that we get from BBIC are fresh and in keeping with the company.”

“They’re always there for us when we’ve got a new idea, and they have all the contacts we need to put us in touch with the right people.”

Kevin Steel, Enterprising Barnsley’s business development manager at BBIC, said: “It comes as no surpise that Alex is seeing the business grow and shine, and it’s great that they are doing that right here in Barnsley.

“Barnsley, right beside the M1, is a great location to site a store with regional and national reach and Direct2Mum are a great example of how to do business well in the borough. They have a wealth of knowledge in their sector and we look forward to seeing them continue to grow and expand.”

Notes to editor

Attached photograph shows Alex Leslie of Direct2Mum.

For information about Direct2Mum, please contact Alex on 0330 350 0521 or

For more information about Enterprising Barnsley business support, funded by Barnsley Metropolitan Council and delivered by Barnsley Business and Innovation Centre (BBIC), contact Kevin Steel on tel: 01226 249590 or

BBIC is committed to assisting economic regeneration in the Barnsley borough. It aims to stimulate, promote and encourage the development of innovative technology and knowledge-based businesses in order to create jobs and economic growth.

Additional media contact: Joshua Nutt on 01226 766900 or 07517 07 3057 or at

This press release was prepared by Capital B Media, a public relations and media training agency based in Sheffield, South Yorkshire. For more details about our PR services, please visit

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