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Small Business Spotlight: Nestbedz

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Emma Johnson, founder of Nestbedz, is revolutionising outdoor adventures for dog owners with her portable canine beds.

Emma Johnson never expected her pet Vizsla Zulu to inspire a business, but that's exactly what happened. The Woodbridge-based entrepreneur has turned her pet's restlessness into a thriving venture helping dog owners across the UK enjoy hassle-free outings with their four-legged friends.

In this week's Small Business Spotlight, we explore the story behind Nestbedz—soon to be rebranded as Zulu Adventure Wear—and the determined founder who brought it to life.

Emma Johnson and the Nestbedz stand
Emma Johnson and the Nestbedz standNestbedz

A dogged problem

"I could never get her to settle in a pub, café, or anywhere away from home without either sacrificing my down jacket or letting her sit on my lap," Johnson says of her dog Zulu, who weighs a hefty 22kg. "I noticed other dog owners doing the same, which got me thinking."

The lightbulb moment came during a night of wild camping. Johnson, tired of ruining her expensive down jackets, realised there was a gap in the market for a portable, durable dog bed that could withstand outdoor adventures.

From concept to creation

Developing Nestbedz wasn't a walk in the park. Johnson had to quickly become an expert in performance fabrics while juggling a full-time job at another start-up. "It wasn't easy—far from it!" she admits. The bed needed to be light, packable, durable, cosy, warm, waterproof, and washable – a tall order for any product developer.

Johnson knew she was onto something after creating a prototype and testing it on Zulu.

"Suddenly, I could have a coffee and a conversation without worrying about Zulu chatting over me!" she recalls. But would other dog owners see the value?

A social media post answered that question emphatically. Within 24 hours, Johnson had received 198 inquiries about her innovative dog bed. It was time to move fast.

A Nestbedz packable dog bed
Nestbedz packable dog bedNestbedz

Overcoming hurdles

The journey from idea to retail product included plenty of challenges. "I had to scrape together enough cash to produce more, design the branding, get some design protection and IP, build a website, and start selling through social media and local shows," Johnson explains.

Her first batch, made in the UK, was a financial setback. "I made a loss on it," she admits. "Raising investment has been tough, especially during these times, and juggling this with my full-time job made things even harder."

Despite the obstacles, Johnson persevered. "I haven't paid myself for two years of hard work, but I've learned so much about business, people, and myself along the way. It's made me more resilient and stronger."

Lessons learned

When asked what advice she'd give herself if starting over, Johnson emphasises the importance of financial planning. "Pay close attention to the financials," she says. "Launching a new product stretched me financially to the limit, and I'd be more mindful of managing costs from the start."

She also stresses the importance of maintaining perspective: "And to not let it stress you too much, it's best just to find the solution without worrying too much!"

Zulu in his Nestbed
Chief Product Tester, ZuluNestbedz

A bright future

Now, Johnson is looking ahead with optimism. The company is rebranding as Zulu Adventure Wear, with plans to expand beyond Nestbedz into a full range of adventure products for dogs - and possibly humans too.

"We've just launched The Adventure Collar, which is 100% waterproof, anti-rot, stink-proof, durable, and soft," Johnson says proudly. "The design is inspired by the trees in Tunstall Forest, and they look amazing!"

In ten years, Johnson envisions her brand reaching international markets, potentially through a franchise model. But for now, she's focused on growing her product line and continuing to solve problems for dog owners who love the outdoors.

"Having the chance to get to @dog_fest and hear the feedback from so many about what an amazing idea and product it is, making great sales and coming home to more orders feels like one of the most rewarding things ever," Johnson shared in a recent LinkedIn post.

Emma Johnson and Zulu
Emma Johnson and ZuluNestbedz

The bottom line

Emma's story embodies the spirit of entrepreneurship that thrives in our county.

As Johnson puts it, "Amazing how when you surround yourself with the right people and create the right habits, life gets that little bit brighter."

For dog owners looking to make outdoor adventures more comfortable for their furry friends or local businesses interested in stocking this innovative product, visit www.nestbedz.co.uk or email emma@nestbedz.co.uk.

Oliver Rouane-Williams speaking with an elderly couple in the town centre

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Are organised crime fronts hiding in plain sight on Ipswich high streets?

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Ipswich.co.uk Logomark in a circle

Ipswich's only independent news website

We publish the stories that matter and champion everything that's good about our town – without the ads, popups or tracking

The National Crime Agency's crackdown on high street businesses suspected of links to organised crime has made headlines in Shrewsbury but remains conspicuously absent in Ipswich, despite remarkably similar retail patterns.

A pattern emerging elsewhere

While Ipswich residents have yet to witness raids on local businesses, a stark scene is unfolding elsewhere: officers forcing their way into brightly-coloured barber shops, vape stores, minimarts, candy stores and phone repair shops that have proliferated across town centres.

Last month, the National Crime Agency (NCA) coordinated 265 raids on such premises across England and Wales as part of Operation Machinize, targeting high street businesses suspected of being fronts for international crime gangs – but it remains unclear if Suffolk, or Ipswich, has been part of this operation.

Organised crime and the impact on Ipswich's high street
Oliver Rouane-WilliamsIpswich.co.uk

Shrewsbury and Ipswich: towns with similar profiles

In Shrewsbury, a market town not dissimilar to Ipswich, officers detained two Kurdish asylum seekers during raids on barber shops, seizing thousands of pounds in cash and illicit vapes. The intelligence suggested these establishments were linked to money laundering, illegal immigration and drug dealing.

The parallels between Shrewsbury and Ipswich are difficult to ignore. Both are historic county towns with traditional market squares, and a mix of independent and chain retailers. Both have experienced the same influx of barber shops, vape stores, minimarts, candy stores and phone repair shops on their high street.

Yet while Shrewsbury has seen decisive action, Ipswich residents have yet to witness any comparable enforcement activity. At least not visibly. And if it has, it has yet to make any difference.

The Ipswich landscape

According to commercial property analysts Green Street, the average number of barbers per person in England and Wales has doubled in the past decade.

Walk through Ipswich town centre and the changing retail landscape is evident – multiple barber shops, vape outlets, phone repair shops and sweet shops often within yards of each other, typically with very few visible customers.

It is important to note that we are not suggesting any specific businesses in Ipswich are engaged in illegal activity. The presence of these shops alone does not indicate wrongdoing, and many could be legitimate businesses.

But questions should be asked. And questions are being asked – repeatedly – by residents.

The scale of the problem

The National Crime Agency estimates that £12 billion in illicit cash is laundered in the UK annually, with lots of it flowing through criminal front organisations on high streets.

These businesses appeared to surge as shop vacancies grew following the pandemic, creating opportunities for criminal gangs to establish themselves in plain sight.

The suspicious signs are easy to spot: businesses claiming implausible income levels, unpaid utility bills despite supposed high turnover, and the sale of illicit products like illegal vapes and tobacco.

In Greater Manchester, linked mini-marts were found to be staffed by asylum seekers, some working illegally, with hidden compartments concealing contraband.

What Operation Machinize uncovered

During Operation Machinize, authorities discovered cannabis farms, seized Class A drugs, arrested 35 people and questioned 55 suspected illegal immigrants. Three potential victims of modern slavery were identified. Bank accounts worth over £1 million were frozen and £40,000 in cash seized.

Detective Inspector Daniel Fenn, who led raids in Shrewsbury as part of the operation, said: "Members of the public are angry. They can see these fronts are there. The criminals feel they are hidden here. They think they can come to sleepy areas and won't be found."

The same could easily be said of Ipswich.

The pattern of exploitation is particularly concerning – the NCA believes some shops are used as fronts for drug-trafficking, people-smuggling, modern slavery and child sexual exploitation. In 2023, it secured the conviction of one Iranian Kurdish barber shop owner who was using his London premises as a base for smuggling 10,000 people to the UK in small boats.

Impact on legitimate businesses

Legitimate barbers are calling for a registration scheme and stricter regulation. Gareth Penn, chief executive of the Hair and Barber Council, highlighted how illegal barbers have led to fungal infections from improperly cleaned equipment.

More importantly, though, is the damage being done to genuine businesses that cannot compete with those avoiding costs and taxes, and those that cannot find suitable high street premises.

The damage is significant and potentially long-lasting.

Will Ipswich be next?

For Ipswich, the question now is whether Operation Machinize will visibly extend to Suffolk – or indeed, whether it already has without public knowledge.

Unlike local police forces, the National Crime Agency is exempt from Freedom of Information requests, making it impossible for journalists or the public to determine how many Ipswich businesses, if any, have been investigated.

This distinction is important.

While local police forces handle everyday law enforcement, the NCA was specifically created to tackle serious and organised crime that extends across police force boundaries, international borders, or requires specialist capabilities.

Their involvement signals that these high street businesses are not merely local issues but part of sophisticated criminal networks operating nationally and internationally.

Security Minister Dan Jarvis has stated that "high street crime undermines our security, our borders, and the confidence of our communities", promising "decisive action" to bring those responsible to justice.

The road ahead

There are concerns about the effectiveness of current measures. Of the 265 raids conducted, only 10 shops have been shut down permanently. Many businesses raided were back operating within minutes of officers leaving.

The challenge for authorities extends beyond individual shops to dismantling the organised crime networks behind them – networks that may have been profiting in plain sight for years on our high streets. While local police forces can target individual businesses, only the NCA has the mandate and resources to tackle the international networks behind them.

For Ipswich residents concerned about these issues, the prospect of action against suspicious businesses cannot come soon enough. However, due to the secretive nature of NCA operations, we may never know the full extent of their activities in our town – only their results, if and when they choose to make them public.

Oliver Rouane-Williams speaking with an elderly couple in the town centre

We can't do this without you!

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