How a Category King Owns Its Niche

Paul Sherratt, founder of Glove Glue, shares how a niche product for goalkeeper gloves became a global brand, selling a unit every 150 seconds across 55 countries. He talks with host Will Laurenson about starting the business in 2011, going all-in by 2020, and why social commerce—especially TikTok Shops—is a major focus now. Paul opens up about e-commerce challenges, retail wins, and segmenting gift-givers from actual goalkeepers. If you’re growing a niche brand, this episode reveals the power of product focus, global distribution, and leaning into social communities.