The Rapid Rise of sportswear brand, Montirex
The Montirex high-growth story...
From being founded in a living room as a part-time project, to building the infrastructure of a global brand that is stocked in the likes of JD Sports and Footaslyum, this is the story behind the rapid rise of sportswear brand, Montirex.
Founded by Daniel Yuen and Kieran Riddell-Austin in their living room after noticing a gap in the sportswear market, Montirex began life with a product catalogue of three t-shirts selling out of Liverpool. Today the brand is gearing up to launch across Europe, and here is how they did it…
Key milestones
Starting up in Liverpool
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25/01/2019
The birth of Montirex
Daniel Yuen and Kieran Kieran Riddel-Austin started Montirex from their living room after noticing a gap in the sportswear market.
They designed three t-shirts initially, and added a space-dye t-shirt which became one of the most sought after products in Liverpool. -
06/02/2020
Montirex hit the floors of Footyaslum
Footasylum approached Montirex as the new brand began to gain traction. Montirex became a registered trademark ahead of entering the Footasylum stores in 2020.
Hitting the Footasylum shop floors
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01/03/2020
From side-hustle to full-sprint; the founders go full-time
With Montirex landing on the floors of Footasylum and the brand beginning to accelerate, founders Daniel and Kieran quit their day jobs to dedicate themselves to Montirex full-time.
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01/09/2021
The Montirex Women's range drops
Montirex expand their product range into women's sportswear for the first time.
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01/10/2021
The junior range drops
Montirex product catalogue continues to expand, when in October 2021 the junior range drops to acclaim amongst the growing Montirex fanbase.
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01/11/2021
Montirex steps into the ring with boxing and MMA stars
Montirex's stable of endorsed fighters grows, as they continue to collaborate stars across boxing and MMA, including Liam Smith, Leon Edwards, Callum Thompson, Jazza Dickens, Dominick Cruz, Roman Bravo-Young and Fabian Edwards.
Building the infrastructure for rapid brand growth
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10/02/2022
Building the infrastructure of Montirex with the Strategic Finance Hub
Montirex begin working with Sedulo's Strategic Finance Hub to lay the foundations for a brand which is exploding.
Key areas of focus included making the right introductions to key third parties - including lawyers, IP specialists, recruiters and target retailers - crucial to future growth , strategic implementation of monthly reporting around management information and cashflow and consolidating Montirex's internal teams for maximum efficiency, including marketing, brand and, buying.
Watch: The Rapid Rise of Montirex
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01/01/2023
The brand growth playbook expands alongside the Strategic Finance Hub
Leveraging the expertise of hundreds of industry experts through their Strategic Finance Hub, Montirex continue to build their internal finance team with the appointment of a Finance Manager, and raise a trade finance facility large enough to position the brand to target even bigger goals.
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11/04/2023
Montirex enters JD Sports
After leveraging the network of the Strategic Finance Hub, Montirex entered JD Sports stores across the UK and Ireland.
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01/12/2023
The new Montirex HQ opens its doors
After outgrowing yet another another premises, Montirex move their headquarters to Speke and opens with 35 members of staff.
Becoming a global brand
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01/02/2024
The financial foundations are laid for international expansion
Fresh off the back of a successful launch in JD Sports, Montirex leverage the Sedulo Strategic Finance Hub's funding expertise to raise a trade finance facility large enough to facilitate growth again across 2024.
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01/06/2024
Montirex prepare to transfer from local leagues to the world stage
With stores already across the UK and the brand infrastructure now match ready, the brand prepare to launch in five more JD Sports stores across and other major retailers across Europe.
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