Case study
Getpotted.com, a garden-focused e-commerce business, has successfully secured £350,000 in funding from First Enterprise. This includes £250,000 through the Community ENABLE Funding (CEF) programme, supported by the Growth Guarantee Scheme (GGS), following a previous £100,000 investment from the Midlands Engine Investment Fund II. The additional funding enabled the business to invest in key growth initiatives, including expanding seasonal inventory, strengthen brand visibility, and refinance existing debt.
| Region/Nation | South East Midlands |
|---|---|
| Sector | Consumer Goods & Services |
| Programme | Community Enable Funding Programme |
| Partner |
Founded in 2016 by Artur Iliev, Getpotted.com is a UK-based online retailer specialising in garden products, particularly pots and planters. It offers competitively priced private-label items from Asia and holds exclusive UK distribution rights for premium LECHUZA self-watering planters from Germany.
Operating from a warehouse in Dunstable, the company handles fulfilment for both its own and imported European ranges. Despite market challenges, Iliev has built a resilient business that supports local employment and community engagement.
We’re not just an online store, we’re a local employer, and this investment supports sustainable growth that benefits both our team and our customers. First Enterprise provided hands-on support throughout the process, assisting with spreadsheets and guiding us through the submission. A decision was reached within two weeks. With broker loans, you get quick decisions, but they come at a cost. This funding process was more thorough, and far more sustainable. The support we received, especially in preparing forecasts and documentation, made a big difference. - Artur Iliev Founder & CEO of Getpotted.com
The funding, delivered in partnership with First Enterprise through the Community ENABLE Funding programme and backed by the Growth Guarantee Scheme, marked a pivotal moment for the company.
The primary motivation for securing the funding was to refinance existing debt, improve cash flow, and enhance overall profitability. In addition, the investment supports several key strategic initiatives, including increasing stock levels, launching targeted marketing campaigns to raise brand awareness, and strengthening the company’s financial position to enable sustained growth.
The investment played a pivotal role in advancing several of the company’s strategic priorities. It facilitated an increase in stock levels to meet rising demand, supported the launch of targeted marketing campaigns aimed at boosting brand awareness, and reinforced the company’s financial foundation to enable long-term, sustainable growth.
The funding also enabled the business to refinance existing debt, resulting in improved cash flow and enhanced overall profitability, positioning the company for continued success in a competitive market.
Previous attempts to secure funding from high street banks were unsuccessful, despite the business demonstrating strong underlying performance. In contrast, the loan application process with the Community Development Finance Institution (CDFI) enabled Artur to work closely with the First Enterprise team to prepare comprehensive financial documentation, including forecasts and cash flow analysis, thereby strengthening the business case for investment.
The application process, which included financial modelling and case development, took approximately three to four weeks. Artur highlighted the hands-on guidance from the lender as a crucial part of the experience, noting that their support made a meaningful difference in preparing a strong and well-documented application.
We were glad to help Getpotted.com refinance and support key investments in stock, marketing, and financial stability - setting them up for sustainable growth. Arthur and the team had a clear vision and a strong understanding of their business needs. By securing this funding, they’ve positioned themselves for scalable growth. This is exactly the type of responsible lending we’re proud to support - empowering local businesses that add real value to their communities. - Seth Addo Investment Manager at First Enterprise
The business expects to realise the full benefits of the funding over the next six to twelve months, particularly as it builds stock and launches seasonal campaigns. In the short term, the most immediate impact has been improved cash flow, which has already brought greater stability to day-to-day operations. The broader benefits are expected to become more evident over the next financial year, as GetPotted.com continues to strengthen its stock levels and roll out its seasonal marketing initiatives.
Artur’s final advice to other small businesses is: “Plan ahead – timing is everything. Don’t wait until you’re desperate for funding. If you know your numbers and start early, there are good funding options available, and they can make a real difference.”
Getpotted’s story is a great example of why the Community ENABLE Funding programme exists, to support growing UK businesses that often find traditional bank lending out of reach. By working with responsible lenders, we’re helping businesses like Getpotted.com access the capital they need to thrive. - Oliver Pollard Associate Director, British Business Bank
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