Kukoon rebounds with £1 million profit after pivoting to in-person sales

In the aftermath of Brexit, the Northern Irish company Kukoon faced significant challenges as it attempted to sell rugs to customers across Europe. Following the UK's withdrawal from the European Union, many international buyers hesitated to purchase online due to fears of increased duties and delivery disruptions. This downturn in overseas sales pushed Kukoon to reconsider its business strategy, prompting a shift towards local markets in both Ireland and the UK. The company's founders, brother and sister duo Paul Vallely and Clare Walsh, directed efforts towards enhancing the in-person shopping experience for customers. Initially, the pivot involved creating shop displays in physical locations, where consumers could see and feel the rugs before making a purchase. This direct engagement with customers has not just mitigated the losses experienced from decreased online sales, but has remarkably turned Kukoon's fortunes around. By focusing on the local market and enhancing the in-store shopping experience, they successfully generated consumer interest and increased foot traffic. As a result of this new approach, Kukoon reported a significant financial turnaround, achieving a £1 million profit. This demonstrates how adapting to the changing landscape is crucial for businesses, especially those that faced international challenges like Brexit. It highlights the importance of understanding the needs of local consumer bases and being flexible to ongoing economic changes. Overall, Kukoon's transformation underscores the ability of small businesses to innovate and thrive in uncertain times by turning challenges into opportunities. Their strategy not only allowed them to recover from Brexit-induced losses but also placed them in a strong position within the domestic market, which may serve as a model for similar businesses facing comparable hurdles.