Global ambitions for Midlands supplements business

A Midlands-based supplement business has global ambitions for its increasing range of products after successfully receiving two business support grants.

Nouveau Healthcare Limited was launched in April 2014 by Dilly Kular and his team, initially based in a small office on the Bayton Road Industrial Estate.

The business rapidly grew from having one brand to now holding the exclusivity for five other unique brands. They have secured licences to exclusively distribute products that help treat histamine and allergies, and ease migraines to as far afield as the USA, UAE and China.

A need for a larger premises saw the business seek support from the Coventry and Warwickshire Growth Hub and they were directed to Business Development Advisor Denise Osborne at the Coventry and Warwickshire Business Support Programme, which is part funded by the European Regional Development Fund and delivered by Coventry City Council.

Nouveau Healthcare successfully received a grant for £15,000 which, along with its own investment for the same amount, allowed them to relocate in January 2022 to its new 3,324 sq ft office and warehouse at the Seven Stars Industrial Estate in Coventry.

The grant was used for office partitions, refurbishment of kitchens, acoustic barring for ceiling and insulation, office furniture, fixtures, racking and shelving. This big step allowed the business to streamline its operations, leading to four new jobs as well as safeguarding the jobs of the existing three employees.

Nouveau Healthcare’s Marketing Director Dilly Kular said: “It was a massive deal for us to receive the funding as the move just wouldn’t have been possible without that support. Our old office was outdated and no longer fit for purpose and didn’t have warehousing capabilities which the new one does.

“That has allowed us to take the business on to the next level. Since October 2022, we've increased our revenue. We've seen our revenue grow by over 30 per cent in 6 months and are seeing year-on-year growth. We've turned the business around in the space of six months, from a loss-making business to a profitable business.

“We're consistently seeing growth, which has been amazing. But we've not even achieved one per cent of what our potential actually is, it's amazing.”

A little over a year later, Nouveau Healthcare approached the Growth Hub again to seek support as it looked to expand its social media presence.

CW Growth Hub Account Manager Linda Savitri introduced the business to John Otter at Coventry University and the Focus Digital programme. They successfully received a grant for £1,525 to invest in professional lighting and camera equipment.

Linda said: “The company was at the point where it needed to look at the next stage of that development and content creation was the big step and it was a no-brainer to apply for the grant.

“We love businesses that are looking for that next step of growth. We're here not only for advice on what's available but to facilitate that introduction and ensure that the application process goes well.

“It's not just a one-off since we maintain regular dialogue with businesses and we’re pleased to see Nouveau Healthcare go from strength to strength.”

Nouveau Healthcare is the only company in the UK that has the exclusivity to distribute Toxaprevent, which is a medical device that binds to histamine in the body to help tackle allergies such as hay fever and food intolerances.

Their other best seller is Dolovent, a product associated with pain and aura felt by migraine sufferers. Their next product being launched is a science backed Vitamin D and Dilly is using the power of social media to spread the word and grow the brand.

John Otter, Business Delivery Manager for Coventry University Enterprises Ltd which delivers the Focus Digital project, said: “Working with the Growth Hub we have been able to assist Nouveau Healthcare in their drive up the ‘digital marketing ladder’ and to enable them through our support to become more innovative digitally and ultimately grow as a business.

"Focus Digital Project is a European Regional Development Fund (ERDF) funded programme that supports SMEs in Coventry and Warwickshire, Black Country and Greater Birmingham and Solihull to grow and innovate through digitalisation.”

Cllr Jim O’Boyle, Cabinet Member for Jobs, Regeneration and Climate Change at Coventry City Council, said: “Business support services and funding programmes are crucial for local small to medium sized companies who have ambition to grow and take on new staff.  

“This grant funding has helped Nouveau Health to increase sales and productivity and the move to larger premises has enabled them to scale up their operations. I’m really pleased to see that has also secured a number of jobs alongside creating new jobs for local people and I wish them every success for the future.”