A young entrepreneur who started selling trainers from his bedroom as a teenager is stepping up his growth plans after expanding into larger premises in Sunderland.
The Sole Guyy, a fashion sourcing business supplying some of the UK’s most soughtafter trainers to retailers, has moved into a new 472 sq ft head office and warehouse at the North East BIC following three consecutive years of strong growth.
Led by 18-year-old Elliott Usher, the company specialises in sourcing rare and in-demand footwear from global brands including Nike and Asics for British fashion and leisure retailers. Since launching in 2023, the business has sold more than 7,000 pairs of trainers, ranging from Nike Air Jordans and P-9000s to popular Asics models such as the Gel-Kayano 14 and Gel-1130.
The move will provide additional space to support further expansion as the company looks to build on record performance and increase sales during 2026.
Elliott said the past year marked a major milestone for the business.
“Last year was our best yet, with turnover reaching a record high and a number of new retailers joining our roster,” he said.
“We also made the strategic decision to focus solely on Asics and Nike rather than supplying several brands. It was a calculated risk, but one that has proven worthwhile.
“Looking ahead, our aim is to build on this momentum by onboarding more customers and expanding our product range, and this new unit will be key to achieving that.”
Elliott’s journey into entrepreneurship began unusually early. He first set up the business from home at just 13 years old. In 2023, he moved into his first dedicated workspace at the BIC, where the company has since grown rapidly.
After reaching capacity in his previous unit, Elliott approached the BIC team about expanding into larger premises the 14 acre site. Alongside flexible workspace, he also received support from on-site business advisers, who signposted him to funding opportunities that helped accelerate growth.
“We were almost at capacity, so we spoke to the team about moving into a bigger space,” Elliott said. “They couldn’t have been more accommodating.
“As well as helping us relocate, they pointed us towards funding providers, which led to us securing a business loan. That support, combined with the new unit, will allow us to scale up operations as we continue to grow.
“It’s been the perfect launchpad for the business, and I’m confident it will continue to support us as we increase our market share.”
Paul McEldon OBE, chief executive of the North East BIC, said The Sole Guyy’s success highlights the value of providing the right environment and support for emerging businesses.
“The BIC was established to offer flexible workspace and practical support to help small businesses start and grow,” he said.
“It’s fantastic to see The Sole Guyy continuing to expand its presence here. It demonstrates how the right backing can help entrepreneurs turn ambition into sustained success, and we look forward to supporting Elliott as the business continues to go from strength to strength.”
www.ne-bic.co.uk