After larger competitors edged her out of supermarket shelves, the founder of Peacock Supplies has shifted focus to a new sales channel, resulting in increased order volumes.
When Sarah Gulfraz began searching for party supplies tailored to Ramadan, Eid, Umrah and similar occasions, she found limited availability despite the scale of demand across UK households. In response, she launched Peacock Supplies in 2013 to address this gap.
The business has since expanded to a catalogue of nearly 1,000 products. These range from decorative items such as Eid Moon Trees to handmade wooden Ramadan calendars with integrated lighting, alongside confectionery produced in-house for events including Mehndi weddings and Dulhan baby showers.
Product development remains central to the operation. Gulfraz and her UK-based team of six research each item prior to production, with design considerations reflecting specific cultural needs. For example, tableware is produced to withstand heavier dishes and is packaged in quantities suited to larger family gatherings.
Retail Growth Followed by Increased Competition
The company experienced steady growth over several years, securing listings with Morrisons and TK Maxx across the UK and Europe.
However, over the past year, larger party and gifting brands have entered the Ramadan and Eid category. These competitors have approached the same retail partners, intensifying competition for shelf space.
Despite Peacock Supplies’ established range and category expertise, Gulfraz noted that competing on price and marketing spend has proved challenging.
Shift to E-commerce
In response, the company has diversified its sales approach. In late 2025, Peacock Supplies joined the e-commerce platform Temu to access a broader customer base. Around 300 products were initially listed, generating approximately five orders per day, with the first sale occurring within 24 hours.
Temu, which has expanded rapidly in multiple international markets, positions itself as a value-led marketplace connecting consumers directly with manufacturers and sellers. Its model has attracted a large volume of traffic, particularly from price-sensitive shoppers, while features such as free shipping thresholds, promotional campaigns and a streamlined returns process are designed to encourage trial and repeat purchasing.
For Peacock Supplies, this additional traffic has provided a useful revenue stream and an opportunity to reach customers beyond traditional retail channels. According to a 2025 Ipsos survey, 80% of respondents viewed Temu as offering good value for money, citing pricing, free shipping and product range as key drivers for first-time purchases.
International Expansion Plans
Looking ahead, Peacock Supplies is preparing to expand into the United States, supported by a new warehouse. The company is also scaling its confectionery range, currently its fastest-growing category, with new formats including pouches and shareable bags alongside existing hampers.
The shift towards direct-to-consumer channels reflects a broader adjustment in strategy as the business responds to changing retail dynamics. As online marketplaces continue to evolve, combining scale, accessibility and increasingly sophisticated logistics, they are becoming a more viable route to market for smaller, specialist brands seeking to offset the pressures of traditional retail and reach new customer segments.
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