Ward’s School and Workwear celebrates 30% growth with tailored business support programme

A Dudley entrepreneur is celebrating significant business growth after transforming her home-based start-up into a thriving high street retail presence in the heart of Sedgley. With support from the Business Growth West Midlands (BGWM) in Dudley Programme playing a key role in her success.

Backed by business support from the start

Carla Lavender-Ward founded her school uniform printing business, Ward’s School and Workwear, in 2019 after identifying a clear gap in the local market for high-quality, affordable school wear. From the outset, Carla engaged with Donna Watkins, Business Growth Adviser, who works on the Dudley programme. With Donna’s support, including access to networking opportunities and business events, Carla was able to step back and review her business with greater objectivity and clarity.

Drawing on skills developed during her previous corporate career; Carla worked closely with Donna to shape a clear growth strategy and explore future diversification. Through a structured approach, this laid strong foundations for the business to expand as demand began to rise.

From kitchen table to market stall

What began at her kitchen table soon grew into something far bigger for Ward’s School and Workwear, as word spread among local parents who valued the quality, affordability and personal service offered by a trusted local supplier. As demand continued to rise and her reputation strengthened within the community, Carla took the bold step of moving into Dudley’s ‘Concorde Indoor Market’, where she built on that early success and traded confidently for three years, laying the foundations for her next chapter of growth.

The market stall provided valuable visibility and allowed her to build strong relationships with families and schools across the area. However, when the market’s owners decided to sell, Carla faced a critical turning point in her journey.

A bold move to the high street

By this stage, customers were increasingly asking for space to browse and try on garments in person. Recognising the opportunity to enhance the customer experience and unlock further growth, Carla secured a prominent retail unit in Sedgley town centre.

With ample free parking, convenient bus routes and easy access for her core customer base, the move has proved transformational. Over the past twelve months, sales have risen by 30 per cent, while new contracts have increased by 30 per cent.

The dedicated retail premises have enabled longer opening hours, a broader product range and a more welcoming environment, where customers can see, feel and try on garments before purchasing.

Carla said: “Definitely worth engaging with the free support that BGWM in Dudley Programme offers.  By tapping into the knowledge and networking, it’s helped me to take my business to the next level.

The support has been amazing! Having a business growth adviser that’s dedicated to you has made all the difference to our business in the last 12 to 18 months. You can really tap into the skills and knowledge. It’s like having another member of staff, really challenging you, pushing you, while looking at where you can grow, and also supporting you in terms of where you are doing well, and where you can go next – it’s just been phenomenal and it’s free support as well.”

At a time when many retailers face challenges, Carla’s business is bucking the trend — stitching together strong community relationships and proving that high street retail isn’t cut from the same cloth as headlines may suggest. Her success demonstrates that there is still real demand for personal, face-to-face service where customers can try before they buy and feel confident they’re getting the perfect fit.

Investing in growth and heritage skills

Currently employing one member of staff, Carla is planning to take on an apprentice as she continues to strengthen the print and uniform side of the company. She is also exploring training in traditional signwriting, a heritage craft now considered at risk, with ambitions to preserve the skill while offering customers something distinctive and locally produced.

Donna said: “Carla should be immensely proud of what she has accomplished over the past six years. Her tenacity, hard work and the wealth of transferable skills gained from her previous corporate career have enabled her business to grow from strength to strength.  What began as a home-based business progressed to a market stall and has now evolved into the prominent retail unit she operates today - a testament to her determination and vision.

It’s inspiring to see a business like Carla’s investing in the local community and contributing to the diversity and vibrancy of the High Street.  Her commitment to creating a thriving, customer-focused business, not only strengthens the local economy but also showcases the value of independent retailers in shaping a dynamic and resilient town centre.”

Carla’s journey from kitchen table enterprise to thriving high street retailer stands as a powerful example of how ambition, adaptability and the right business support at the right time can drive sustainable local business growth.

The Business Growth West Midlands in Dudley Programme, funded by Dudley Council through the UK Shared Prosperity Fund and delivered by Oxford Innovation Advice, is supporting more than 850 unique businesses across the borough. 

For further information, please visit www.businessgrowthwestmidlands.org.uk