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Edinburgh Football Fashion Brand Targets Growth



Edinburgh-based football apparel brand Universal Language has credited Business Gateway support with reshaping its commercial foundations as it prepares for its busiest period of trading since launching in December 2024.


Founded by school friends Chris Aitchison and Pete Burt, the brand produces high-quality, fan-focused clothing inspired by Scottish football culture. Chris brings commercial and marketing expertise built across years running his own agency, while Pete spent more than eight years as a designer in professional football, working for Hibernian and Tottenham Hotspur before returning to Edinburgh to build something made with a clear focus on the fans.


The idea first came to Chris while looking for a Hearts gift for his father. Searching online for football memorabilia, he couldn't find anything of suitable quality or true sense of the club and its culture. Seeing the gap, Chris brought it to Pete, and the pair set out to build a brand around what they felt was missing: products that celebrated a club's identity properly, rather than just its badge.


All products are designed in Edinburgh and printed or embroidered in the UK using sustainably produced garments. The range balances a permanent core collection with limited edition drops, allowing the brand to mark specific moments, clubs and cultural references while keeping its best-loved designs in circulation.


Current collections focus on Hearts, Hibernian and an expanding Scotland national team range, with plans to grow into further clubs and collaborations. The brand has also recently taken its products on the road with the opening of a special of pop-up shop, timed to coincide with the World Cup.


Since launching, Universal Language has reached more than 3,000 customers, sold 5,000 products and generated 1.5 million monthly social media views. The brand has also raised more than £2,500 for MND Scotland, its charity partner, through sales of an official Marius Zaliukas tribute t-shirt.


The Edinburgh Business Gateway team has worked closely with Chris and Pete to assess and restructure the business, reviewing its brand communication strategy and aligning every element behind a single commercial goal. The Business Gateway team extended that support to include specialist IP guidance, with an arranged session involving the Intellectual Property Office helping clarify trademark and copyright processes. Universal Language has since moved to trademark its brand and copyright its designs, protecting its assets as it looks ahead to the next stages of growth.


Pitch preparation sessions followed, opening connections with the potential to create new opportunities for the business, while Chris has also attended several Business Gateway workshops to expand the team’s knowledge in a range of key areas.


Julie Batten, Business Gateway adviser, said:

“Universal Language is a strong example of what happens when a genuine idea is backed by sound business thinking. Chris and Pete came to us with real momentum and connection to their audience. Our role was to help them build the right structure around it, from strategy to brand protection, so the business can grow on solid ground.”

Chris Aitchison, co-founder of Universal Language said:

“The support from Business Gateway came at exactly the right time. Sitting down and properly reviewing the strategy gave us a solid foundation and the confidence to continue growing the business, knowing we are headed in the right direction."

“The IP guidance has been equally important. As the brand grows, protecting what we've created matters more and more. We're genuinely grateful for the help getting that right.”

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  • Jun 14, 2023
  • 2 min read

Acquisitions that go wrong are a top cause of business insolvency, according to Purbeck Personal Guarantee Insurance, which has analysed claims from business directors for personal guarantee insurance, following insolvency. Not being close to business financials due to an over-reliance on accountants, and bad debts or payment disputes, were also major reasons why business owner’s dreams ended in a nightmare. There is good news, however, as there are solid steps that can be taken to avoid some of the most common reasons businesses fall into insolvency.


Todd Davison, MD of Purbeck Personal Guarantee Insurance said: “Business failures can often occur after a business acquisition. When a business goes through a leveraged buyout, where the target company to be acquired is loaded with debt to buy out the former shareholders, then this has an adverse cash flow and margin impact to meet the repayment obligations. It means an immediate deterioration of the balance sheet position. So the new owners have to grow the business or deliver substantial cost savings through the business quickly, to avoid failure.”


Firms window dressing their business to make it appear more secure than it actually is prior to acquisition can be common, according to Purbeck Personal Guarantee Insurance. Robust due diligence processes including, arranging a financial audit, scrutinising the validity of future orders and analysing future staff and cost savings that can be made once acquisition has happened, can all help to sidestep insolvency.


Purbeck also advises keeping a close eye on the balance sheet. It found that often a director, who is incredibly skilled at providing a product or service, may rely on their accountant for day to day financial running of their business. Unfortunately though, it is the business owner who ultimately shoulders responsibility for business cash flow, so directors should seek clear explanation from accountants to ensure they are always knowledgeable about their financial situation.


Bad debts or payment disputes were the third most common reason businesses fell into insolvency. Businesses looking to protect themselves from bad debt will always research potential clients thoroughly before selling goods and services to them. According to Purbeck, however, a common theme amongst directors claiming on their Personal Guarantee Insurance was an overconcentration on one or more customers who were late payers, which in due course, put a stranglehold on the creditor’s business.


Finally, when a business is doing well, it is tempting to raise finance to develop it further, but when growth slows, firms often find the finance cost becomes unaffordable. Todd Davison concludes: “Instances like overtrading can be avoided by focusing on profitability, rather than revenue growth. Equally, due diligence before an acquisition and trying not to put all your eggs in one customer’s basket can all help to make positive impacts on trading."


"Ultimately, everyone wants small businesses to succeed, as a personal guarantee insurer, none more than us. With personal guarantee insurance in place, however, the comfort of knowing that directors will not have to pay back business debt through their own finances, such as their home or personal savings can be hugely reassuring to small business owners.”


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