InKnotts Ltd is a specialist wine merchant based in Mansfield, founded by Martin Flowers. The business has been trading for 18 months and focuses on importing and selling high-quality wines from Moldova and Georgia. Its customers include members of the Eastern European diaspora who are looking for familiar wines from home, as well as wine enthusiasts and buyers in Nottinghamshire who are eager to discover unique wines that stand out from the mainstream market.
As the business began to grow, Martin realised that improvements were needed both online and in-store. The existing website was no longer fit for purpose and lacked the speed, responsiveness, and optimisation needed to rank well on search engines. At the same time, with more local customers visiting the store, there was a growing need for better storage, layout, and facilities to create a welcoming space where customers could enjoy wine by the glass and explore the range more comfortably.
With support from NBV Business Adviser Godfrey Anderson, Martin applied for and secured a government grant to invest in these essential upgrades. The funding allowed him to launch a new Shopify-powered e-commerce website designed specifically for online retail. This upgrade has delivered a smoother, faster user experience while also boosting search engine rankings and increasing visibility to potential customers both locally and nationally.
In addition to the digital improvements, the grant supported the purchase of new racking systems, a wine fridge, and seating for the store. These enhancements have transformed the shop into a more customer-friendly environment, where walk-in visitors can not only browse and buy but also enjoy wine by the glass in a relaxed setting.
The results of these investments have been significant. The improved website has begun to attract more organic traffic and drive greater online sales, while the upgraded physical space has helped InKnotts strengthen its relationship with the local community. The changes have also laid strong foundations for profitability and long-term growth, giving the business greater confidence to expand its services.
Looking ahead, Martin has ambitious plans to broaden InKnotts’ portfolio by adding wines from Romania and Bulgaria. He also intends to host more wine tasting events to introduce customers to the rich heritage and exceptional quality of Eastern European wines.
Reflecting on the journey so far, Martin said:
“The grant has given us the tools to grow from upgrading our online presence to making our shop more inviting for local customers. With these foundations in place, we can confidently expand our range and continue to build InKnotts into a recognised name for high-quality, distinctive wines.”
Business Owner: Martin Flowers
Business Name: InKnotts Ltd
Location: Mansfield
Website: www.inknotts.co.uk
This project was supported by NBV Enterprise Solutions and funded by UK Shared Prosperity Fund.