An interview with Paul Cook, Finance Director, Pimberly
For fast-growing SaaS businesses, international expansion is often the ultimate test — not just of ambition, but of strategy, structure and resilience.
For Manchester-based Pimberly, that test came in the form of the US market. With a strong foothold in the UK and growing demand for its Product Information Management (PIM) platform, the business saw a clear opportunity to scale globally. But entering a highly competitive, complex market meant navigating new regulatory environments, building brand presence, and making the right decisions at speed.
Rather than rushing in, Pimberly took a considered approach—strengthening its foundations, seeking expert insight, and ensuring it had the right support around it.
The results speak for themselves. Since 2024, the company has sustained annual growth of around 25–30%, secured £5 million in venture debt funding, and earned the King’s Award for Enterprise in International Trade.
Through GM Business Growth Hub and the Ascend programme, Pimberly has gained the confidence and clarity to navigate that journey—turning international ambition into a structured, scalable growth strategy.
Q: Can you introduce yourself and tell us about Pimberly?
I’m Paul Cook, Finance Director at Pimberly, and I’ve been with the business for over eight years.
Pimberly is a Product Information Management platform. We help businesses manage their product data—creating a single, reliable “golden record” that feeds into multiple sales channels and improves efficiency and returns.
By 2024, we were at around £4–4.5m ARR, growing steadily with a strong presence in retail and fashion.
Q: What were your growth ambitions and challenges before engaging with GM Business Growth Hub?
Our focus was initially on strengthening our position in the UK, particularly within retail and fashion. But we also had clear ambitions to expand internationally, with the US as a key target market.
We had already secured some US customers from the UK, but we knew that if we wanted to scale properly, we needed a physical presence there.
The challenge was twofold: understanding the local market and building brand awareness. The US is highly competitive, with well-established players, so positioning ourselves effectively was critical.
Q: What prompted you to seek external support?
Expanding into the US introduces a lot of complexity, particularly around tax, legal frameworks, and operating across different states.
It was essential that we got this right from the outset. The risks of making mistakes are significant, so having the right advice and the right partners in place was critical—not just for the business, but from a personal responsibility perspective as well.
External support gave us confidence that we were making informed decisions and approaching expansion in the right way.
Q: How did you come to work with GM Business Growth Hub and join Ascend?
We were first introduced through an earlier engagement with the Department for Business and Trade, which led to our relationship with the Growth Company.
Ascend stood out because of the breadth and quality of support available, access to experienced advisors, organisations like KPMG, and a network of businesses facing similar growth challenges.
It wasn’t just about entering the US. It was about strengthening the business as a whole.
Q: What was your experience of the Ascend programme?
The programme was clearly structured from the start, with sessions covering everything from legislation and tax to sales, marketing and scaling strategy.
One of the most valuable aspects was the opportunity to step back and think strategically, something that’s often difficult in a fast-growing business. As part of the first cohort, we were also able to shape elements of the programme, ensuring the support stayed relevant to the challenges we were facing.
There were also standout moments, from early sessions with advisors to hearing from experienced speakers and entrepreneurs. These provided practical insights based on real-world experience, which is far more valuable than purely theoretical advice.
The programme also offered exposure to wider industry developments. Attending international events such as Web Summit allowed us to explore emerging trends, particularly around AI, and reflect on how these could impact our business going forward.
Q: How did Ascend support your growth and international expansion?
While it’s not always possible to directly attribute outcomes to a single programme, Ascend played a key role in reinforcing our strategy.
The advice and insights we gained provided reassurance that we were on the right path — across our expansion plans, internal structure and partnerships.
That reassurance is incredibly valuable when scaling. It gives you confidence that your decisions are sound and aligned with best practice.
We’ve maintained consistent growth of around 25–30% in recent years, and the support we’ve received has helped strengthen that trajectory and ensure we’re making the right strategic choices.
Alongside this strategic support, Pimberly also worked with GM Business Growth Hub’s innovation team to develop new product capabilities through funded collaboration. Across 2024 and 2025, the company secured two grants and partnered with the University of Manchester and the University of Salford to deliver projects focused on sustainability and AI.
The first explored the development of a sustainability module aligned with upcoming EU Digital Product Passport requirements, while the second focused on creating an AI-powered tool to process unstructured product data at scale. Together, these initiatives have strengthened Pimberly’s product roadmap, enhancing functionality, improving data capabilities and creating the foundations for future revenue streams as the business continues to scale internationally.
Q: Pimberly has achieved some major milestones, including receiving the King’s Award and securing £5 million in venture debt. What impact have these had?
Receiving the King’s Award for Enterprise in International Trade was a significant milestone for us.
Internally, it was a great moment to recognise the contribution of the team. Externally, it helped raise our profile and credibility, supporting conversations with prospects and reinforcing our position in the market.
Securing £5 million in venture debt funding was another important step. It reflects confidence in our business model and growth trajectory, providing the flexibility to continue investing in product development and international expansion without diluting equity.
Q: How would you describe your experience with GM Business Growth Hub?
The quality and professionalism of the support really stand out.
You gain access to expertise that would otherwise be difficult and expensive to reach, whether through organisations like KPMG or experienced advisors who have worked with businesses on similar growth journeys.
The way the programme is structured and delivered is also very impressive. Bringing together a cohort of businesses and providing access to that level of insight creates real value.
Q: Would you recommend Ascend to other businesses?
Absolutely—and I already have.
You’re exposed to perspectives and expertise you wouldn’t normally access. That insight is incredibly valuable, particularly for leaders navigating growth and expansion.
It’s a very worthwhile programme that delivers expert support and helps businesses move forward with confidence.
Looking to expand your business internationally?
GM Business Growth Hub supports ambitious, high-growth companies with the insight, expertise and connections needed to scale into new markets.
From navigating regulatory complexity to building the right strategy for international growth, GM Business Growth Hub equips businesses with the confidence to expand sustainably.
Inspired by this story? Leave your contact details below and one of our business advisors will be in touch shortly.
Get in touch
Please contact us at 0161 3593050 or query below.
Take that first step and we’ll support you with whatever you need to succeed.
Sign-up to our newsletter
Insights, news, events and opportunities straight to your inbox.