Invest NI support instrumental in company's growth

A local music business that was set up with support from Invest Northern Ireland is hoping to quadruple sales within the next three years as a result of an intensive marketing campaign.

Karacha Ltd is an online music store, which was set up in 2006 by young Bangor entrepreneur Adam Ewart while he was still studying at Queen’s University. Since then the business has grown rapidly and now employs four.

The company is now investing almost £100,000 to further build the Karacha brand and expand the customer base, with support from Invest NI.

Oonagh Hinds, Manager of Invest NI’s Eastern Regional Office, says: “Despite a difficult year for the music business, Karacha has sustained its growth. This is due to the flexibility and innovative approach of Adam Ewart, who has been quick to adapt his business strategy to reflect changing market conditions.

“Invest NI support will allow him to embark on this extensive marketing programme without delay and ensure that the Karacha brand becomes firmly established internationally.”

Adam Ewart says: “After completing Invest NI’s Business Health Check we identified areas that we needed to concentrate on to grow the business. One of these was PR and marketing.

“With Invest NI support I’m planning to undertake market visits to research the international music industry. I intend to visit China to seek out new manufacturers to broaden our range of products and accessories, and the USA to develop a trading platform and direct distribution network. Karacha is also going to exhibit at trade fairs in Europe.

“We’re also engaging consultants to optimise the performance of our website because, as an e-commerce business, that’s vital,” he adds.