When adventurer and broadcaster Ben Fogle, together with Savile Row tailor James Sleater, acquired Buffalo Systems earlier this year, the duo didn’t just take on a beloved outdoor clothing brand – they inherited a four-decade legacy rooted in Sheffield’s manufacturing heartland.
Determined to build on that foundation rather than dilute it, the new owners turned to Business Sheffield for strategic support. Business Growth Advisor Andy Sorsby became a key figure in the brand’s journey to revitalisation – helping the team modernise, optimise and expand without losing the soul of the business.
“Ben was really clear from the outset,” Andy recalls. “He wasn’t just looking for business support – he wanted to understand what he could do for Sheffield as well. He loves the brand, and he’s passionate about manufacturing staying in the city. That aligned perfectly with what we do.”
The support began long before the deal completed. Andy met Ben in October the previous year at Electric Works, where the adventurer laid out his ambitions for Buffalo Systems. “The business had been run successfully for decades by Sue and John, but it needed fresh energy. The new team wanted to look at everything – productivity, skills, innovation – and see where we could help.”
One of the early challenges was the company’s cutting process, which remained highly manual. “It was the bottleneck,” says Andy. “They could only produce so much, which in turn limited how many machines they could run.”
Business Sheffield helped Buffalo secure a productivity grant to acquire Gerber cutting technology – an automated solution that significantly improved efficiency. “It doesn’t replace people,” Andy clarifies. “It lets people work quicker, cleaner and at higher volumes.”
The grant covered 50% of the cost, amounting to around £7,000. Additional funding supported the purchase of new sewing machines, boosting output further. “Space can be a limitation, but the equipment means they can push that much further.”
Investing in equipment was only half the story. The team also needed upskilling – not only to operate the new technology, but to build internal capabilities across marketing and e-commerce.
“Historically, Buffalo sold almost exclusively wholesale,” Andy explains. “Now, with the new owners, they’re branching into e-commerce for the first time. That’s a huge shift.”
Through the Skills Bank – a South Yorkshire Mayoral Combined Authority (SYMCA) initiative – Andy supported Buffalo in accessing training funding for both Gerber operation and digital marketing, securing another £5,000 to £6,000 of support. The aim was to equip the existing team with the tools and confidence to navigate this evolution. “I’ve always believed that it’s easier to train motivated people than to recruit from scratch,” says Andy. “And Buffalo has a really passionate workforce.”
With ambitions to increase production, the issue of space loomed large. But rather than pushing for a costly move, Andy worked with the team to optimise what they already had.
“They’d invested heavily in the acquisition, so there wasn’t capital for a major relocation or refit,” he says. “We looked closely at the internal layout and spotted underused office space. By reconfiguring it, we can fit 12 more machinists in.”
Buffalo’s commitment to sustainability and Sheffield manufacturing is also clear in its approach to packaging. Andy put them in touch with Sheffield-based Criterion Packaging and Sheffield Hallam’s Design Futures team – supported by funding from the South Yorkshire Innovation Programme – so Buffalo is now developing branded, fully recyclable packaging. “It’ll elevate the customer experience and support the brand’s premium image,” he says.
The team has also set its sights on a physical presence in the city centre – although that’s a longer-term ambition. “They’d love a retail space in Sheffield, but it’s not the right time yet,” Andy confirms. “However, we’ve helped them secure a non-retail unit on Chapel Walk that can act as a showroom and product development space for now.”
Behind the scenes, there are also plans to build a local skills pipeline to support future growth. “If Buffalo becomes a 150–200 employee business, they’ll need seamstresses – and we need to make sure that talent’s available in Sheffield,” says Andy. Conversations around apprenticeships and broader strategic training are already underway.
And then there’s the “softer” side of support – the networks, introductions and strategic insight that Business Sheffield’s experienced advisors can provide. Whether it’s helping them find people or making links – like connecting them with Pete McKee for a potential art piece for an upcoming TV show on the brand's revival – that’s all part of the role.
As the new chapter of Buffalo Systems continues to unfold, it's clear how specialist, locally rooted business expertise can help heritage companies step confidently into the future.
“From the outset, it’s been about making sure this iconic Sheffield brand can stay local, grow sustainably and keep its identity,” says Andy. “That’s something we’re proud to be a part of.”
If you’re a business in Sheffield looking for guidance, whether it’s navigating growth, funding, exploring new markets, or simply needing a sounding board, Business Sheffield’s team of advisors are on hand to help. Head to welcometosheffield.co.uk/business for more info.
