Fife Outdoor Clothing Brand Announces £5 million Investment – Scottish Business News

Keela, a leading Scottish outdoor clothing brand, is celebrating a fourth consecutive year of record growth by continuing its £5 million investment plan to expand the business and advance its sustainability ambitions.

Based in Glenrothes, Keela, which provides a range of industry-leading outdoor kit and accessories, has built upon the previous year’s sustained success with the brand further growing its sales as well as increasing its workforce by 17%.

With the initial investment phase already underway, the company has made significant progress toward its goals and remains committed to driving further growth and sustainability initiatives.

The £5 million investment will see the brand enhance its sustainability processes, fuelling future growth, and continue to push boundaries in outdoor technology innovations over the next five years. The move sees the family-run business reinforce its commitment to invest in technology, manufacturing, and sustainable product development to establish the brand as one of the industry’s leading, most-trusted providers.

A significant focus in the last 12 months has been on Keela’s continued commitment to the outdoors and communities through its expanded CSR initiatives – including the introduction of its ‘People and Planet Fund’, with 2% of online sales going to initiatives, charities, and projects to enhance the planet and improve access to the great outdoors for everyone.

Following the launch of its first-of-its-kind ‘Legacy’ project and ‘Keela Hospital’ to maintain the longevity of kit through recycling, repurposing, and giving second life to the unsold vintage and well-worn kit, Keela is making a further contribution to continue its commitment to protecting and maintaining the environment.

Keela has continued to invest in its product development and e-commerce offering by launching a brand-new website in May, which has resulted in the brand enhancing its digital communication offering to customers due to immediate success and unprecedented demand.

Additionally, Keela launched several significant collections including its ‘Wee Days Oot’ range, ‘Stay Fresh’ collection with Polygiene, its limited-edition, UK-made Rothes Smock, as well as launching female-specific editions of popular pieces including the Keela Stratus Jacket.

These significant strides have gained Keela recognition in the industry and further afield, with Keela Sales Director, Sam Fernando, recently being named as one of Women’s Business Club’s four ‘Women of Colour’ in an acknowledgement of her work in the industry. Fernando is also part of a group representing hundreds of organisations in taking the Outdoor Industry Association (OIA)’s ‘Outdoors for All’ manifesto to Parliament.

Keela was also recognised with several awards, being nominated for ‘Scottish Family Business of the Year’ and winning ‘Sustainability Brand of the Year’ and ‘Best Waterproof Jacket UK Brand 2024’ by TGO Magazine and SME News respectively.

Speaking on the announcement, Keela Sales Director, Sam Fernando said: “We’re absolutely delighted to build even further on this incredible period of sustained growth, and, most importantly, be able to use it for creating more roles for talented people within Scotland, as well as supporting our communities and our environment.

This continued success is down to the hard work of our team and continuing to push our core beliefs – Innovation, Quality, and Technology – and we hope the work implemented in the last 12 months will continue to ensure Keela can grow for many years to come.”