Telford-based merchandise specialist IF Solutions has been in business for 30 years and is looking forward to growth with a focus on bringing new blood into the industry.

The past year has seen it grow the headcount from 13 to 19 employees, with an apprenticeship approach to the fore.

Sales manager, Jake Howard says the company works with Worcester College to develop the skills of its apprentices, emphasising hands-on learning and continuous improvement. This has contributed to 60% growth in the past year. “We’ve had apprentices in the past and they’ve proved to be valuable team members, with some of them still working here,” he says.

IF currently has two apprentices, Meg and Max, on the team, and Howard says they have both found their own distinctive niche within the business.

On joining the company they were immersed in all aspects of the merch business, shadowing other team members to get an overall view of what IF Solutions does. As it became apparent where their individual skills and interests lie, they have moved into specific departments where they can focus on further development.

“We can assess where we feel that they would be best in the business, and the individuals can self-assess what they could potentially achieve here and where they want to be,” says Howard.

For Meg, this means working within the sales administration role, where her methodical, and analytical approach makes her perfect for the role.

Max showed an early interest on the proactive side of selling and has slotted successfully into a role developing his sales skills.

According to Howard, IF’s approach to growing its own talent dovetails neatly with the dynamic nature of the business. While the company values experience in its hires, he is aware that the nature of the business continues to change.

“We don’t know what this business will be like in a few years’ time, so we want people that can grow and develop as we do. There is the possibility that when you hire people with existing skills, they can be a bit set in their ways and bring that to the business.”

IF Solutions has always developed from early days when it focused mainly on lanyards and badges. Its range has now expanded to include a wider range of items such as socks and playing cards.

Bespoke merchandise is a growing part of the business and a more profitable area, says Howard. The company has carved something of a niche in music, creating bespoke items for bands such as Oasis.

“Our MD, Adrian has nurtured relationships with certain clients that deal with music clientele. They are probably our most difficult clients, because their demands are crazy. It’s always incredibly short lead times, incredibly bespoke stuff, but in truth, that’s where the money is for both our distributors and for us. So, we have almost become specialists in ‘special’.”

Howard emphasises the importance of IF’s people in creating business opportunities.

“With our bespoke products, we are selling something different. It’s the strength of the graphics department that has really delivered business for us. I can’t tell you the number of times that a brief has asked for one thing, and we’ve shown them what else we can do and they’ve ended up buying multiple products.”

When it comes to apprentices, Howard is an enthusiastic supporter but stresses the need to properly support them. “We want people that want to improve, so once you’ve got them in, you have to give them the support to do it. You brought them in for a reason, so have to help them to get better