A little magic goes a long way

A toy bought in the US has opened doors to a world of business success for two couples, writes Trish Dromey.

In a world full of hi-tech smart toys, computer games and customisable robots there is still space under the Christmas tree for some old-fashioned magic which can be provided by teeny tiny doors leading into the fairy realm.

Producing tens of thousand of doors over the last few months, The Irish Fairy Door Company is selling to shops in Ireland, the UK, and the US as well as online.

“We expect to have made 100,000 doors by the end of the year,” says Oisin Barry, one of the company’s four founders. “Pink-arched doors are very popular, but we have sold out of a limited edition of sparkly doors for Christmas.”

Responding to a high level of demand, the founders are now making plans to develop Irish Fairy Doors as a global brand. Started 15 months ago with imagination and a seed fund of just €8,500, it employs a staff of 22 and expects to achieve a turnover of €1. 3m in the current financial year.

Mr Barry attributes the success to magic.

“We are not just selling a door,” he says. “We are selling a whole concept. It comes with a lease agreement with the fairies and magical updates on the web. This is something which ignites the imagination.”

A conversation about a fairy door bought in the US sparked the idea for the company, he says.

“My wife Niamh and her friend Aoife Lawler were talking about using imaginative ways to add magic to this little bit of wood. They thought this could be turned into a business.”

Ms Lawlor’s husband Gavin offered to design a website and Mr Barry, who worked in financial services, said he could work out the figures. The four had lots of ideas but, because of the recession, little access to funding. Ms Barry’s mother offered €8,500 she had saved by giving up cigarettes, and the Irish Fairy Door Company came into being. Three local carpenters agreed to produce and paint 300 doors, while the couples designed the products and packaging and set up a website and a Facebook page. It launched in August and all the doors were gone by September, sold online with the help of social media.

Ordering 1,000 more, the couples began taking them to markets in the Dublin area.

“We roped in family and friends to help and sold 500 or 600 in November and the same again in December,” says Mr Barry. “We also began selling to around 30 gift shops.”

They expected to relax in January after the Christmas rush, but they were wrong.

“Kids who had got them for Christmas told their friends about them and the orders went through the roof,” says Mr Barry.

Renting a 4,000 sq ft premises in the Robin Hood Business Park in Dublin, they got assistance from the Local Enterprise Office and began hiring staff.

Already supplying Easons, Opening Minds, and arts and hobby shops, the company recently finalised a deal with Boots, shipped doors to 25 US shops, and launched on Amazon.com

The Irish Fairy Door Company is targeting revenues of €2.5m by 2016. It has just invested €10,000 in a website redesign, hired Google ad experts, rented another unit and is continuing to develop the brand image.

Product development is now a high priority and additions are being made to the range, which incudes doors in seven colours which sell for €24.95 each, as well as fairy accessories. Plans for the New Year include attending major toy fairs in London and New York — making sure that Irish fairy doors appear under even more Christmas trees next year.

Company: Irish Fairy Door Location: Dublin Set up: August 2013 Directors: Oisin and Niamh Barry and Aoife and Gavin Lawler Staff: 22 Products: Fairy doors and accessories Website: Irishfairydoorcompany.com