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  3. The Grown UP Business Podcast Podcast
  4. Transforming a Family Business into a Global Brand
From family start-up to global brand: the Wolf Eyewear growth
story. Paul Avins sits down with CEO Tom Wolfenden to unpack the
exact moves behind building a world-class sales team, scaling
across borders, and keeping values intact while chasing exponential
growth. Discover how Wolf Eyewear scaled from a family business
into a global brand with 2,000+ retailers. CEO Tom Wolfenden shares
lessons on sales teams, culture, and scale-up strategy with Paul
Avins. What does it take to transform a family-run brand into
a global scale-up with thousands of retail partners—while
never losing sight of your values or community? In this episode of
the Grown Up Business Podcast, Paul Avins sits down
with Tom Wolfenden, CEO of Wolf Eyewear Group, to unpack how
he took over the family business and steered it towards ambitious
growth, culture, and global expansion. If you’re a CEO ready
to quadruple your business, build a world-class sales team,
and expand across markets without losing culture, this is your
playbook. Key Highlights Mindset matters: The bold shift
from hustler to scale-up CEO. Sales engine = growth
engine: Why building and leading a 17-person sales
team unlocked Wolf Eyewear’s growth. Resilience in
crisis: How they survived Covid by loaning over £500k of
stock to support customers — building loyalty money can’t
buy. Leadership at scale: How to deal with underperforming
team members while protecting business culture. Investment in
yourself = investment in the business: Why Tom doubled down
on coaching and retreats to accelerate Wolf Eyewear’s
expansion. This isn’t just a story of scaling eyewear. It’s a
blueprint for any ambitious CEO who wants to build a
grown-up business that wins globally About Our Guest – Tom
Wolfenden Tom Wolfenden is the CEO of Wolf Eyewear Group, a
UK-based independent eyewear company stocked in over 2,000+
retailers and expanding internationally. Known for bold design
and strong community values, Wolf Eyewear is a flagship
example of how a family business can scale into a global
brand—without losing its heart. Resources & Links Connect
with Tom Wolfenden on LinkedIn – Tom Wolfenden |
LinkedIn Explore the Wolf Eyewear Group brand – UK
Eyewear Brand | Wolf Eyewear for Independent Opticians
Follow Paul Avins for scale-up insights on LinkedIn
– Paul Avins | LinkedIn Transform your business at
the Grown Up Business Retreat – The Grown Up
Business Retreat 2025 Next Steps Action now: Write down the 3
actions from this episode you’ll apply in your business over
the next 72 hours. Think bigger: Ready to build your own “grown up”
business that scales globally? Explore free resources
at ScaleUpCoaching.com. Scale Up: Get actionable tips from
Paul in your inbox every Saturday, Subscribe to Scale Up Saturday
Newsletter Level Up: Book a Call with Paul and Get ready to level
up your business and transform your life!

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