FINDRA, the Borders-based clothing company specializing in sustainable outdoor apparel for women, is marking its tenth anniversary with ambitious growth plans fueled by a fresh round of investment and a crowdfunding drive.
Established in 2014 by award-winning Scottish fashion designer Alex Feechan, FINDRA was born out of Feechan’s passion for the outdoors and her desire to transcend the “shrink it and pink it” approach prevalent in the outdoor clothing industry.
With a new £300,000 investment from existing investors, FINDRA has also launched a Crowdcube campaign to raise an additional £300,000. The funds are earmarked for expanding the in-house e-commerce team and developing the product range, aiming to increase turnover fivefold within the next three years. Alex and her team are dedicated to building an international e-commerce business from the heart of the Scottish Borders, drawing inspiration from the region’s beautiful landscape and rich textile heritage. While the majority of sales currently come from online buyers in the UK, FINDRA plans to extend its global reach with this new investment.
Alex Feechan emphasized the brand’s values and sustainable approach, which appeal to a wide audience of active women. She noted, “We’re seeing more people, of all ages, wearing outdoor clothing for everyday wear. They look for versatility, functionality, and style—elements already incorporated into every item of the FINDRA product offering.
“Building the FINDRA brand and community is not an overnight task. You can look at brands such as Patagonia, which has been around for 50 years and has stuck to its core values of creating clothing responsibly.
“This new investment will allow FINDRA to concentrate on our triple bottom line of people, place, and planet, growing our community of customers in a considered approach.
“We know that FINDRA’s loyal customer base is deeply connected to our identity as a female-led brand. We understand the importance of representation and empowerment in the outdoor industry. By choosing to crowdfund, we affirm our commitment to our community, knowing they share our vision for inclusivity and innovation. Their unwavering support underscores our belief in creating clothing that not only performs but also resonates with their values and aspirations. Reaching out to our community to ask them to share in this adventure with us felt like the natural way to go.”
Alex also cited other clothing companies that have successfully undertaken crowdfunding. She remarked, “Finisterre completed a successful Crowdraise in 2019 and are continuing the crowdfunding route to raise investment and expand on their already engaged community.”
Discussing current retail trends, economic challenges, and sustainability, Alex added, “We’re not unlike a wide variety of businesses in that the combined impact of the pandemic and more recent economic conditions affected us in various ways. It’s also no surprise that retail habits have shifted in recent years. What we’re seeing is a move away from the fast-fashion trends of the last decade toward quality and classical pieces that are longer-lasting but also have a positive impact on our society. That sense of sustainability and value is very much at the forefront of people’s minds, but there is still a long way to go and a lot of work to do to encourage consumers to shop sustainably and choose more ethical brands.”
More than two-thirds of FINDRA’s range is produced in the UK, predominantly using Merino wool, which is environmentally friendly and more durable than other textiles. One of Alex’s designs, the Stroma Jacket, was selected for permanent display at the National Museum of Scotland. FINDRA’s name combines Scandinavian and Gaelic origins, translating to ‘a strong mythical female spirit who is the keeper and protector of the forests, lands, and oceans.’
FINDRA is a Scottish EDGE winner and Entrepreneurial Spark participant. Investment and entrepreneurial experts from law firm Harper Macleod have advised FINDRA since 2016 on its investment rounds, commercial property matters, trademark applications, and intellectual property.
Jo Nisbet, a partner in the entrepreneurial team at Harper Macleod, said, “Alex is a long-term female entrepreneur who has created a brand and a community with huge potential.
“There are challenges for women entrepreneurs when it comes to raising investment, so a crowdfunding exercise is a natural step due to the community aspect of the business alongside the longstanding support of existing investors.
“The opportunity to grow the business, adapting to online retail habits and the desire for more sustainable and versatile clothing, means FINDRA is perfectly placed to grow its appeal among a wide range of buyers who are either ethically conscious, outdoor enthusiasts, or are looking for products that will stand the test of time.”
Crowdcube, Europe’s largest private market investment platform, connects companies with retail investors. It was founded on the belief that there should be more options for entrepreneurs to raise capital and that retail investors should have access to an asset class traditionally closed off to them. Crowdcube has raised over £1.4bn for more than 1,300 businesses, including Monzo, Revolut, Qonto, and BrewDog.
