Crep Protect Ltd.
 | |
| Private | |
| ISIN | 🆔 |
| Industry | Shoe Care |
| Founded 📆 | 2012 [1] |
| Founders 👔 | Imran, Nohman and Rizwan Ahmed with Jason Black(Co-founders) |
| Headquarters 🏙️ | West London |
Area served 🗺️ | |
Key people | Nohman & Imran Ahmed (Co-directors) |
| Products 📟 | Specialised Sneaker care products & insoles |
| Revenue🤑 | £27.465 million [1] (2018) |
| Owners | Undercover Brothers Ltd. & Jason Black |
| Members | |
Number of employees | |
| 🌐 Website | crepprotect |
| 📇 Address | |
| 📞 telephone | |
Crep Protect Ltd., trading as 'Crep Protect' is a British footwear accessories developer and shoecare brand.
History[edit]
Crep Protect was founded in 2013 and was later incorporated in November 2014 by Jason Black (J2K) & brothers Imran, Nohman, and Rizwan Ahmed. The Ahmed brothers grew up involved with their family business, a carpet and fabric store, which was a source of inspiration for their development of a trainers cleaner that tweaked the formula of carpet cleaning products. In collaboration with Grime artist J2K (Jason Black), they spent a year of development using hydrophobic Nanotechnology in order to create the 'Crep Protect' product [2]. J2k had previous attempts at business ventures and saw this opportunity as a 'no brainer', using his contacts to promote the product within the music scene resulting in the company gaining the attention of retailer Bank Fashion, owned by JD Sports [3][4][5][6][7][8].
By 2015 Crep Protect had grown internationally, through partnerships with major retailers Footlocker, Urban Outfitters and JD Sports as well as collaborations with the NBA and Red Bull [9] and the company won Best Footwear innovation of the year at the 2016 Drapers Footwear Awards [10]. In 2017, the company opened their first sneaker cleaning & consignment store which gained 2nd Place at the FX International Interior Design Awards in 2017 [11][12]. In the same year J2K stepped down from his role as a co-director, remaining a major shareholder, in order to focus on other projects [13]. For his work, J2K (Jason Black) was recognised in the 2020 Black Powerlist, recognising Britain's most influential people of African, African Caribbean and African American heritage for his contributions in the Business, Corporate, Financiers & Entrepreneurs sector [14].
Nottingham slangword[edit]
According to rapper Scorzayzee the term 'Crepps' comes from the town of Nottingham where it was used as a slangword decades before the product came out. He points to a song called "Crepps" that was released in 2001.[15]
Niche market[edit]
As one of the founders puts it “The shoe care industry is often ignored, it’s often just an item for sale in the store that you’re pushed to buy, even though you don’t really want it." Because of the high price point only high tier retailers stock the product. Some would say they have reinvented shoe care products and by creating a culture around it, having lasting success.[16] 80% of its employees at company headquarters are part of its creative marketing team. The company currently has distribution centres in the UK, Belgium, China, and the USA. In 2019 tt sold 16 million cleaning kits.[16]
Presentedby[edit]
Presentedby is one of the go-to places for sneakerheads, influencers, and bloggers in the U.K. capital.[17] The store was founded by the three brothers that started crep protect.[16]
Research and Development[edit]
Because of "differing safety policies between countries regarding chemicals and aerosols" and "the evolution of sneaker manufacturers themselves" (sneaker manufacturers are constantly coming up with innovative new materials) Crep has an in-house R&D department. Creps formula was originally discovered at a nanoengineering lab in Germany and has since been changed more than a dozen times.[16]
Exports and international sales[edit]
During the first few years of operations the company saw rapid growth which saw it listed second in the 2018 Sunday Times Fast Track 100 list of Britains fastest-growing companies by sales. Crep Protect had a 3-year annual sales rise of 190.7% in 2018, hitting £27.5m[1]. In 2018, the company reached export sales of £20.2m and a 2-year average international sales growth of 151.8% which resulted in it being ranked 9th in The Sunday Times International Fast Track 2019 rankings [18]. 2019 also saw Crep Protect diversify it's product range, with the launch of a range of insoles and partnering to launch a range of co-branded products and provide a branded space in Adidas new Londnon flagship store offering cleaning and customisation services [19][20][21][22].
In February 2020, the company was issued a first gazette notice with threat of being dissolved and struck-off the register at Companies House however this action was swiftly discontinued[23]. 2020 also saw the company strike promotional deals with the Chicago Huntsmen as well as sponsoring Oxford United F.C. [24][25].
recognized for its brand strength[edit]
Creps "brand strength" drew BBC Radio host Supernova to the company. "It’s now part of our colloquial language, you wouldn’t say trainer care you would say Crep Protect, it is to trainers what the Hoover brand is to cleaning!"[26]
Community involvement and sponsorships[edit]
- Crep Protect is the main sponsor of the Venice Basketball League aka Veniceball of Los Angeles. In March 2019 helped launch the Watts Oasis with St. John’s United Methodist Church and the Watts community council.[27]
- Has been a longtime supporter of sneaker conventions the largest of which is sneakerness London.[28]
Products[edit]
Cleaning Products & Tools
- Crep Protect Spray
- Crep Protect Wipes
- Eraser
- Cure Travel Kit
- Headwear Spray
Accessories
- Laces
- Insoles / Gel Insoles
Miscellaneous
- Crep Protect Pill
- Mark on Pen
- Storage Crate
- Sneaker Tree
Awards[edit]
Drapers Footwear Awards
- 2016 - Best Innovation - Winner
References[edit]
- ↑ 1.0 1.1 1.2 "Fast Track - Crep Protect". Fast Track. Retrieved 14 April 2020.
- ↑ Supernova, Jamz. "Jamz Supernova - DIY Generation with J2K - BBC Sounds". www.bbc.co.uk. Retrieved 15 April 2020.
- ↑ Journals of the World (2 October 2016). "Crep Protect". Journals of the World. Retrieved 14 April 2020.
- ↑ Supernova, Jamz. "Jamz Supernova - DIY Generation with J2K - BBC Sounds". www.bbc.co.uk. Retrieved 15 April 2020.
- ↑ Boyce. "From the Forefront of Grime to Creating the UK's Leading Sneaker Care Product". The Hundreds. Retrieved 14 April 2020.
- ↑ Companies House. "CREP PROTECT LIMITED - Overview (free company information from Companies House)". beta.companieshouse.gov.uk. Retrieved 14 April 2020.
- ↑ Grant, Dionne. "Training Day: Rapper J2k's footwear business is booming | The Voice Online". archive.voice-online.co.uk. Retrieved 14 April 2020.
- ↑ Kelly, Liam. "Brothers clean up by caring for trainers". The Times. Retrieved 14 April 2020.
- ↑ Magazine, Mr Trapped (7 December 2015). "Crep Protect Co-Founder J2K talks to us about the NBA Collaboration - Interview". Trapped Magazine. Retrieved 14 April 2020.
- ↑ Geoghegan, Jill. "Which are the UK's fastest-growing private fashion firms?". Drapers. Retrieved 14 April 2020.
- ↑ Sawyer, Jonathan (31 May 2017). "Crep Protect Opens Sneaker Consignment & Cleaning Store in London". Highsnobiety. Retrieved 14 April 2020.
- ↑ "Best Architectural Projects - External Reference". externalreference.com. Retrieved 14 April 2020.
- ↑ Pellat, Corey. "J2K Has Announced He's Leaving Crep Protect To Work On Other Projects". Complex. Retrieved 14 April 2020.
- ↑ Mills, Kelly-Ann (25 October 2019). "Raheem Sterling joins Meghan and Stormzy in top 100 most influential black Brits". mirror. Retrieved 14 April 2020.
- ↑ "The enduring energy of Nottingham's DIY underground". November 19, 2019.
- ↑ 16.0 16.1 16.2 16.3 "Endevour Magazine Cover Article Crep Protect: A foot in the door". January 2020.
- ↑ "Charlie Sloth Visits Presentedby Store in London to Chat Sneakers & More". April 13, 2018.
- ↑ Sunday Times. "Sunday Times International Track 200 - Crep Protect". Fast Track.
- ↑ Complex. "Crep Protect Takes Another Giant Step Forward with Innovative and Customisable 'Ultimate Gel' Insoles". Complex. Retrieved 14 April 2020.
- ↑ Wilson, Tayler. "Crep Protect and adidas_LDN team up for collaboration". Mixmag. Retrieved 14 April 2020.
- ↑ Pellatt, Corey. "adidas and Crep Protect Bring a 360-Degree Sneaker Selfie Booth to Oxford Street in Latest Collaboration". Complex. Retrieved 14 April 2020.
- ↑ Clash. "Crep Protect Offers Free Sneaker Customisation In Partnership With adidas Originals". Clash Magazine. Retrieved 14 April 2020.
- ↑ Companies House. "CREP Protect Limited – Filing history (free information from Companies House)". beta.companieshouse.gov.uk. Retrieved 14 April 2020.
- ↑ Murray, Trent (25 February 2020). "Call of Duty League Franchise Chicago Huntsmen Partners With Crep Protect". The Esports Observer｜home of essential esports business news and insights. Retrieved 14 April 2020.
- ↑ Team Crep. "Crep Protect Set to Sponsor Oxford United F.C. in Upcoming FA Cup Tie – Crep Protect | Home". Crep Protect. Retrieved 14 April 2020.
- ↑ "Jamz Supernova and the DIY Generation: Young people have taken hold of their future". May 23, 2018.
- ↑ "The Watts Oasis is Open now and forever, special thanks to Crep Protect and the community at large". March 28, 2019.
- ↑ "Sneakerness Goes Intenational: Next Stop London". July 4, 2018.
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