Why Exposure Lights based on a Sussex farm is a global success story built on British innovation, reliability and quality - with a cult following normally reserved for rock stars
Tucked away in what was once a disused cattle shed on a farm at Bury in West Sussex is a world-renowned company epitomising quality family enterprise at its very best. Constantly innovating, pioneering new techniques, and with a strong family ethos at its heart, Exposure Lights is a global success story for Sussex and the UK – the type of business on which the economy depends. British engineering at its peak. Commercial Director Morgan Sparrow took Editor At Large Gary Shipton on a tour and answered his questions about the business.
Exposure Lights produce high-performance cycling lights and rugged marine safety lighting to a standard that has attracted a cult following the world over. Their lights generate the type of adoration normally reserved for rock stars.
But few would guess that this enterprise calls as its home a former barn – now the epitome of high-tech sophistication – at the back of a Sussex farm.
My first question to Morgan as I was taken round the buildings was simply – why did you choose this location?
Morgan explained: “Roger [Sparrow], the company’s CEO and founder, grew up in Aldwick, and the business originated there. We then moved to our first real premises in Hampers Common in Petworth.
"As the business grew, we knew we needed more space, but this wasn’t easy to find in the local area. We really couldn’t move too far from Petworth as most of the team were based there and the surrounding areas.
"When we met Jeremy, who owns Bury Mill Farm, we were shown a disused cattle shed and a vision was formed. We then had our purpose-built facility constructed and the rest is history.”
What are your main products, where are they sold, and what is their unique selling point?
"We mainly produce lights for the outdoor industry. Bicycles, motorcycles, head torches etc. But we also make marine safety equipment, dental and medical products and white label for a number of global brands.
"They are sold around the world, literally in almost every country we can ship to. It’s amazing where we see products, which are made in Sussex, ending up - including the North and South poles!
"Although incredibly bright and bursting with technology, our main USP is our build quality that really sets us apart. With our 22-year-plus reputation in lighting and 37-year-plus plus history in aluminium and composite engineering, our products are trusted in some of the world’s most extreme circumstances.
"Because of this many people happily purchase our products knowing they will last and that they will not have to replace them in a couple of years.”
How many people do you employ and in what range of functions?
"We currently sit at 36 in our HQ, three in the US and one in Europe. We cover a lot of different roles as we tend to like to keep everything in house.
"Our R&D department is at the heart of our business with two design engineers and two software and electronics engineers. We have a large production team that builds the products as well as a whole team that supports the sales of these including logistics and marketing.”
This is a family-owned business - how does the family shape the direction of travel and the culture of the workplace?
"Being family owned means that we do not make any decisions lightly. Although this means our growth may not be at the same rate as other businesses, we have a strong business, which is built on solid foundations and will hopefully provide for generations to come.
"Being family owned also affects us geographically. As we all live or have moved back to, the local area, the business will always have to stay where it is, no matter how large we grow. This intrenches a sense of loyalty to one another throughout the business and a commitment to helping the business to succeed.
"Many employees have been with us for over 20 years and we think that is a good sign and shows where we have come from, and where we intend to go.”
What plans do you have to expand?
"We are pushing into new markets, especially the head torch and general outdoor sector. Although we have had these products in our line-up for years we have never really pushed them. One reason for this is that we are expensive against imports from the Far East, but with people’s attitudes changing to buying products that will last decades instead of years it puts us in a good position.
"That, plus being able to repair products in-house outside of three year warranty, makes us stand head and shoulders above the competition in that regard. The very positive explosion in the number of people embracing the great outdoors, especially younger people, has meant this is a very important market for us.
"Alongside our battery powered lights, two years ago we launched our AutoMoto range, which is aimed at the motorcycle and 4x4 market. This market has surprised us with its size and people want to buy British. This is by far the fastest growing part of the business and we are excited to see where we get to over the next 18 months.
“International growth is also high on our agenda. Although always having a presence outside the UK, we have more recently grabbed these markets by the horns as we know some have huge potential. The world still appreciates British innovation and engineering. We especially see that from the US and in a new market for us, China.”
What would your employees say made you a great firm for which to work?
"As we are family run, we understand the importance of family. Because of this we have seen multiple generations of the same family, three in some cases, come and work at Exposure over the years. We have seen babies be brought in to be showed off soon after they are born, who are now part of the team and adding to Exposure’s success.
"We are not a high stress or intense business, but we have purpose and achieve a lot from a relatively small set up. Everyone understands their involvement and the part they play in what we achieve and they feel a sense of pride, especially when we receive recognition from overseas. I also think if you’d recommend working at Exposure to your niece or nephew, sister or own child, it must be a good place to work.”
What positive impact do you have on West Sussex?
"We are a global business that is able to attract local talent - people who otherwise might be forced to look further afield. We also encourage people to get outdoors and make the most of the amazing South Downs National Park in which we are based. We understand how lucky we are to be in such a special location and often put on rides and events to demonstrate to locals and people from further afield, what a fantastic location Sussex is, and what it can offer them. We also work closely with a lot of other local businesses, creating a thriving local ecosystem.”
What is your broad-brush turnover or scale of operation?
"Our target was £4.5m this financial year, but it is looking like we will exceed that. Our goal is to achieve 20% year-on-year growth over the next five years.”
How might the business evolve in the medium term?
"Like all forward thinking companies, we will embrace all new technologies that are arising around us and use them to the best of our advantage. We are rapidly running out of space in our current unit with our expanding team. Although we have reshuffled recently, it is likely we will have to take on more space in the next 24 months in new units at Bury Mill Farm.”