Jöttnar, the outdoor clothing brand founded in 2013 by former Royal Marine commandos Steve Howarth and Tommy Kelly, has received backing from Finance Wales and Venrex.
Howarth and Kelly specialised in mountain and extreme cold weather warfare. They were serving together in the Norwegian mountains during an Arctic winter when the idea to launch a clothing range designed to withstand extreme conditions.
“We’d both finished careers in the military, were both committed climbers and skiers, and so decided that the best way of achieving real professional and personal satisfaction would be to build a business around the things that we loved,” Kelly said. “We took a couple of years setting things up – finding suppliers and manufacturing partners, prototyping, trialling – and then commenced trading in October 2013 with our launch range of just six items.”
Jöttnar, which has received a seven-figure investment, will move into its fifth year of trading in October with the launch of its new winter collection. The range offers a complete layering system of 23 pieces, including waterproof shells, insulation and baselayers.
Funding for the deal came from the Wales Business Fund, part-funded by the European Regional Development Fund through the Welsh Government. Bethan Cousins and Leanna Davies worked on the deal for Finance Wales.
The Finance Wales Group is one of the UK’s largest SME investors. It has in more than £1bn (€1.1bn) of funds under management.