What began as a lockdown passion project has transformed into a thriving luxury enterprise for Manchester craftsman Andrew Liddell, whose bespoke backgammon business is now poised for a £1.5 million expansion.
From Garage Workshop to Global Ambitions
Liddell's company, Andrew James Liddell Ltd, has seen remarkable growth since its humble beginnings during the pandemic. The business, which creates exquisite handmade backgammon boards priced between £1,500 and £10,000, has already achieved an impressive £400,000 in sales and is projecting turnover to reach £750,000 this year.
'I never imagined my lockdown hobby would evolve into this,' Liddell confessed. 'The response has been phenomenal, with demand coming from collectors and enthusiasts worldwide.'
Strategic Expansion Plans
The company is now seeking £150,000 in investment to fuel its ambitious growth strategy, which includes:
- Expanding the current three-strong team to meet increasing demand
- Developing new product lines including luxury cribbage boards
- Establishing a permanent retail presence in Manchester
- Increasing international market penetration
Master Craftsmanship Meets Modern Business
Each backgammon board represents approximately 100 hours of meticulous craftsmanship, using premium materials such as walnut, maple, and leather. The attention to detail and quality has attracted a discerning clientele, including customers from the United States and Middle East.
'We're not just selling games; we're creating heirloom pieces that combine traditional craftsmanship with contemporary design,' Liddell explained.
Looking to the Future
With the luxury goods market showing strong growth potential, Liddell's vision extends beyond backgammon. The company plans to diversify into other luxury games while maintaining its commitment to British craftsmanship and quality.
'This is just the beginning,' Liddell stated confidently. 'We're proving that British craftsmanship has a significant place in the global luxury market.'
