James Armitage, 41, quit his job as a partner in a law firm three years after founding this London company in 2008. It sells high-quality yoga mats that retail for about £100 each. Crafted in China, the mats feature distinctive markings that aid alignment in yoga postures. The idea came to Armitage in a yoga class but it took him five years to develop, as the markings rubbed off on standard PVC mats. He settled on using rubber and polyurethane instead, meaning the mats are biodegradable and, crucially, extra grippy. Boosted by promotion from yoga teachers and Instagram influencers, sales hit £6m in the year to March — 76% of which were international.
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