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SBD Apparel – The Rapid Riser

SBD Apparel – The Rapid Riser


The Rapid Riser


Global demand for their market leading products continues to grow and 85% of their total sales are exported to 49 international markets.

SBD Apparel, members of Sheffield Chamber of Commerce, is a market leader in supports, clothing and accessories for strength and fitness.  

They have consistently delivered year-on-year sales growth since inception, with their latest published accounts demonstrating 40% sales growth. Global demand for their market leading products continues to grow and 85% of their total sales are exported to 49 international markets.  

SBD is experiencing strong international demand from potential retailers where SBD does not currently have an overseas presence. The global retailer presence has grown by 33% in the past three years, and this is expected to continue to grow by 100% within the next three years.  

Continued sales growth has enabled profitability to rise sustainably, increasing by 74% in the past three years, this all being reinvested into SBDs future growth strategy.  

The SBD employee base has grown 81% during the past three years, with total staff employed within the South Yorkshire region now at 187. This is expected rise to over 300 within the next 12 months.  

SBD is committed to supporting the continued, long-term growth of the four main strength sports: strongman, powerlifting, weightlifting and CrossFit.  

At present, SBD sponsors over 140 athletes worldwide and holds the main title sponsorship for the World’s Strongest Man competition and is the lead sponsor for the International Powerlifting Federation. SBD is proud to produce the national team kits for 18 nations.  

SBD has committed to South Yorkshire as the home for its global headquarters. A new state of the art, 100,000sq ft, multi-million-pound manufacturing has been custom built, located on the AMP and became operational in March 2023. 

Rapid Riser award


Company Growth

On the back of the success of the brewery site and events, Dal then set his sights on expanding both the range of products on offer and the footprint of the business. In December 2021, Dal agreed a 20-year lease on Christchurch Spire in Coventry city centre. The unique venue serves Dhillon’s beers and ales on tap, as well as offering hot drinks and food, to create a family friendly environment.

Dhillon’s next venture was the Sky Blue Tavern, a brand-new sports bar in the city centre, in partnership with Coventry City Football Club. The Tavern is a hub for Sky Blues fans to meet and enjoy a drink, whether on matchdays or non-matchdays, and helps to generate revenue and support for the club. As one of the only dedicated sports bars in Coventry, football and sports fans can watch the latest action on big screens and in individual booths.

Dhillon’s Brewery have now also secured several catering contracts, including with Historic Coventry Trust, where they provide food and beverage operations at the historic Drapers’ Hall, as well as at other Trust locations.

The company’s vision and long-term growth plan continues to be focused on its close association with Coventry whilst securing further locations and contracts, to build a sustainable, profitable business model whilst continuing Dal’s original passion for brewing beautifully crafted beer.

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