A Scouse sportswear entrepreneur who started off selling shoelaces at school now boasts a business endorsed by one of music’s biggest rap artists.
Ben Harris started Bennetts while still in full-time education. The 23 year-old from Aintree started merely selling shoelaces to school mates.
He then expanded to selling more sought after products such as Nike Air Max 95s (called 110s by all Scousers), tops and tracksuits at discounted prices. Recent examples on Bennetts' website include a £95 Nike Windrunner jacket reduced to £47.
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Now, his business has received more than 200,000 orders serving over £1.5m people and has received endorsements from British rapper Central Cee.
This came from a chance meeting with the MOBO award winner in the Baltic Triangle close to Bennetts' office. Ben said: “I walked up to him before one of his gigs in Hangar 34 with a pair of 110s and the matching tracksuits.”
He added: “Central Cee has posted those products we gave him multiple times on Instagram since. I think it’s a sign that Scouse fashion is becoming more widely known.”
“I feel like the Liverpool style goes across the country and from that the world. You always hear about fashion in places like London, Milan and Paris. I’m not saying Liverpool is in the same category, but it’s an influential city.”
Ben’s other celebrity encounter came when he bumped into Jurgen Klopp last year and cheekily asked him if knew what 110s were.
Despite Bennetts' growing connections, it retains a strong Scouse identity. Ben wanted from the outset to help his friends buy their desired clothes but also help them save money.
He said: “The logical progression from selling shoelaces in school was to sell shoes. But I wanted to get people the best deal - you’ve got to look after people.”
Ben showcased this last year. A school child from Dovecot came to Bennetts' office last December as part of a scheme by the business offering customers the chance to trade in their old trainers for new ones.
Desperate to swap his battered trainers for a new pair, Ben pledged to give him a new pair of trainers every year until he finished school. Meanwhile, the Bennetts TikTok channel produces hilarious videos of staff asking Scousers in the city centre their thoughts on new products.
Ben hasn’t had a straightforward journey to this point however. He set up the Bennetts website in early 2019, while still at college, using a friends’ student discount to get a website builder.
The business remained a side hustle as he went down to London for a placement at banking firm JP Morgan, which was a big challenge for Ben. He said: “I had my mum back in Liverpool taking pictures of the clothes we had in stock and posting them on our website!”
Unsatisfied with the corporate world, he decided in November 2019 to pursue Bennett’s full time once it had started making enough money. However, the outbreak of Covid put those plans into severe jeopardy.
Ben said: “Honestly, I thought the business was finished. All the shops closed. I thought I was going to be forced to become a banker.”
Thankfully, demand for clothes via home delivery soon skyrocketed and Ben took full advantage. Now, the business have a city centre office, with a new website to launch soon.
Ben’s ambitions for the business remain high. He said: “I genuinely believe we can become the best place to buy sportswear online. I see us becoming the online version of JD.”
He added: “With our new website, we’re using AI so we can send customers alerts on any price drops and restocks.” You can visit Bennetts' website here.
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