A British start-up is hoping to clean up – with a male grooming product that goes where no male grooming product has gone before.

Fellaswipes, which specialises in intimate cleansing wipes for men, has picked up several exporting contracts – and just secured its first major order from Australia.

Launched in April last year, it is the brainchild of Walsall-based Colin Bruton who felt there was a big gap in the market.

Colin says: “We all clean our teeth in the morning, yet many of us would still pop a chewing gum or mint into our mouths to freshen our breath throughout the day.

“Fellaswipes is no different - they help men stay clean and fresh whenever they need or want to and for whatever reason. They are individually wrapped, flushable, biodegradable, pH balanced for men, dermatologically tested and fragrance free. Fellaswipes are designed by men for men.

He adds: “I never tell men when to use them - they can work it out for themselves. But I guess there are three main reasons for purchase. Firstly, male grooming - it is nice to freshen up throughout the day; secondly before or after sex - there isn’t always time for a shower; and thirdly, men with bladder and prostate problems find it a nice, discreet way to clean up while out and about.”

Colin realised exports would be key to his success from the beginning so he contacted UKTI for support early on. As a result, the company has received its first substantial order from a retailer in Australia.

Maggie Neale, international trade director for the UKTI Black Country says: “Fellaswipes is an excellent, innovative new company. We were able to support them with international branding, promotion and exhibiting at international trade shows. As a result the company has been able to secure what could be very lucrative business in Australia”.

Colin says: “We’ve been on UKTI’s Passport to Export Programme, which is excellent. We’ve had invaluable advice regarding FDA (Food & Drug Association) approval, so I can sell in the US and Canada. We’ve also had a grant to help with marketing - it’s really starting to pay off - without Maggie’s advice I wouldn’t be starting to sell in the US now.

“We are in the process of talking to a new distributor in the States who has big plans for marketing our product.”

Fellaswipes employs two full-time and three part time staff. But Colin has every confidence the business will continue to grow and is planning another five male cleansing and grooming products to be launched over the next three years.

The company sells online throughout the UK and Europe and more recently Australia, New Zealand, Canada and the US.

Of the future, Colin says: "Exports currently account for 25% of the company’s turnover but within two years, we expect the US market to account for around 75% of our turnover. We intend to develop an international male grooming brand and sell British made products around the world."