A teenage entrepreneur from Sunderland has successfully expanded his rare trainer business, moving into a new headquarters after achieving significant growth. Elliott Usher, founder of The Sole Guyy, launched his venture at just 16 years old and has now established a 472sqft office and warehouse at the North East BIC in Sunderland.
From Passion to Business Success
Elliott Usher turned his passion for Air Jordan trainers into a thriving business enterprise while still in his teens. After completing his GCSEs at St Robert of Newminster Catholic School, he dedicated himself to building The Sole Guyy, which specialises in sourcing the world's rarest trainers for UK retailers.
Impressive Business Growth
Since its official launch in 2023, the company has sold over 7,000 pairs of footwear, including sought-after brands such as Nike Air Jordans, P-9000s, Asics Gel Keano 14s and Gel 1130s. The business has experienced three successive years of growth, with last year marking a record high in turnover.
Strategic Business Decisions
"Last year was our best yet with turnover hitting a record high and a number of new retailers joining our roster," Elliott explained. "We made the strategic decision to focus solely on Asics and Nike as opposed to supplying several brands, which was somewhat of a risk but has proven to be one worth taking."
Business Development Journey
The entrepreneur's journey began even earlier than many might imagine. Elliott initially set up the business from home at just 13 years old, investing £50 of his birthday money while studying during the Covid-19 lockdown. He spent approximately three years researching online trends and developing the necessary skills before launching his online store.
Expansion and Future Plans
The new office space comes at a crucial time for the business, which had nearly reached capacity at its previous premises. "We were almost at capacity at our previous premises at the BIC, so we approached the team about the possibility of expanding into a larger unit," Elliott said.
The 18-year-old entrepreneur has ambitious plans for 2026, aiming to build on current momentum by onboarding more customers and expanding the product range. The business has already secured a loan from the North East Fund to support its scaling operations.
Support from Business Community
Paul McEldon, chief executive of the BIC, praised Elliott's achievements: "It's fantastic to see The Sole Guyy continuing to grow its presence at the BIC. The BIC was established to provide the flexible workspace and support required to help small businesses start up and grow and this is a fantastic example of that."
Looking to the Future
Elliott remains optimistic about his business prospects, stating: "Looking forward, our aim is to build on this momentum in 2026 by onboarding more customers and expanding our product range and this new unit will be key to achieving that."
The young entrepreneur credits the BIC with providing crucial support, including guidance toward funding providers that helped secure a business loan. "It's been the perfect launchpad for the business and I have no doubt it will continue to serve us well as we seek to increase our market share and expand the business," he added.
