January 31st 2025 marked Brexit’s official 5th anniversary, and – for some businesses – international trade remains a point of great frustration.
Brexit, for many British enterprises, has been more shock and less awe. A recent LSE study revealed that the UK lost £27bn in trade during Brexit’s first two years, with the value of British goods exports falling by 6.4% and total goods imports by 3.1%.
Some, however, managed to forge a path through the initial confusion as the UK began to acclimatise to the new trade opportunities with the rest of the world. One of these business trailblazers was Barry Leahey MBE (pictured), the President of Playdale Playgrounds, which specialises in educational play.
A Made in Britain manufacturer that produces a range of traditional and inclusive playground equipment, Playdale’s international trade success under Leahey landed him the award of Export Leader of The Year 2024, as well as a Northern Leadership award.
The UK government’s economic focus for the current term has been consistently stated as growth – prioritising investment and stable trading with the rest of the world. As a shining example of growth and stability trading overseas, we interviewed Leahey for his advice on how other UK businesses can master the art of post-Brexit trade…
Key #1: Leverage tariff reductions to your advantage
“Thanks to the free trade agreements (FTA) signed after Brexit, the UK’s trade potential is most definitely good – if not greater – than it was immediately after leaving the EU,” says Leahey. “However, a huge part of this potential lies within Europe, and it will take time to maximise the new FTAs and find new ways to work with the EU successfully.
“I believe perceptions are starting to change,” says Leahey. “We are finally coming out of that transitional stage and instead we are now entering the stage where people are beginning to forget what the ‘norm’ used to be, and instead businesses are acclimatising to the ‘new norm’.”
Key #2: Build relationships with trade partners outside Europe
“Generally speaking, we are very analytical in our decision-making at Playdale,” says Leahey. “Most recently, I believe our decision to find a partner in Japan will be very lucrative for us in time, helping us to secure further trade outside of Europe.
“I’m particularly proud of the fact that the Cabinet Office now use us as a case study on how to be ready for Brexit. Our strategy for finding international trade partners has been a key part of why we’re being asked to help other businesses through post-Brexit trade – and it is a great feeling!”
Key #3: Use all resources available to stay informed
“The most significant hurdle for SMEs is having the bandwidth and resources to understand exactly what the new logistical changes and laws mean for their industry,” Leahey tells us. “At Playdale, we have taken the time to learn how to use the tools and resources available to UK businesses to simplify the transition.
“The logistics are a challenge for SMEs – all the associated paperwork is the biggest change for the sector,” Leahey explains. “The way we have to trade with Europe is now different, however, Playdale was already dealing with the rest of the world on this basis so it was easier for us to adjust to these changes. We regularly talk to the Department of Business and Trade team and attend webinars on important subjects, which helps us get to grips with changes fast.”
Key #4: Leverage the Made in Britain branding to appeal to international markets
“It’s important to have confidence in the fact that Great Britain will always be a fantastic historical brand – especially when boosting your reputation when trading abroad,” Leahey adds. “Both before and after Brexit, it still holds true that being a Made in Britain business tells consumers and partners that your products are tried and tested to the highest standard with a skilled labour force.
“This in turn holds the potential to open doors in international trade, but don’t forget that ultimately it is the company’s values and procedures that make things happen.”
Key #5: Prepare your brand to compete in the international marketplace
“The world is a very competitive place – during the Covid pandemic it may have been tough for trade, but many countries had a progressive mindset during this time and honed their focus on digital marketing and manufacturing automation. The result of these sudden changes have just made the landscape even more competitive,” Leahey reflects.
“Diversifying your exports to a wider range of countries and cultures beyond Europe means you have to be prepared to compete on more fronts than ever. Strategy-wise, that means strengthening your brand identity and being ready to adapt to international tastes and markets.
“In the future, politicians will continue to open more doors, but it will be up to British business leaders to work hard delivering on their individual business strategies to grow on the world stage. It is possible – here at Playdale we are proof of that – but it all comes down to being analytical in your decision-making, setting out a clear strategy, exploring new opportunities in countries that you believe will be lucrative for your business sector, and after all that, it will come down to how much you want to make it work.”
By the end of the government’s first term in office, we will have past the Brexit deal’s 10th anniversary. Only time will tell how British trade will have evolved by then, but one thing is for certain – the pioneers of Britain’s international trade will have to be bold, not complacent.
About Barry Leahey MBE:
President of Playdale Playgrounds since 2004, Barry Leahey MBE started his journey with Playdale as the Sales & Marketing Director. Responsible for introducing children abroad to Playdale’s innovative playground equipment, Barry’s driving influence is bringing laughter and play to children across the globe.
Barry was awarded an MBE in 2017 for contributions to UK trade and exports. He has also been recognised as North West Director of the Year, Export Leader of the Year, features on the Daily Telegraph’s list of the UK’s Most Ambitious Business Leaders and is an active supporter of children’s charity NSPCC.
Photo by CHUTTERSNAP on Unsplash
