Building Brands Through Innovation

An innovative global product development business building brands across the tech and lifestyle sectors


We aim to be a leading brand owner and developer delivering award-winning products that keep up with the ever-changing market trends, habits and attitudes of the millennial consumer.


Established 2004

Grown profitably year on year

Blue chip international customer base

Concept to shelf capability


We are those millennials

The majority of our employees are the target market and our designers and product developers live and breathe that market place.  Our energy and passion resonate in everything we do.


We are ethical

We look to make money from delivering value and an experience from the innovation we invest in our product development and brand creation. We do not look to create a hard time for our suppliers.  We invest large amounts of money in making sure all of our supply chain complies with the ethical and production compliance required for people to earn a fair living in a clean and suitable working environment.


We move fast

We now live in a world where our customers demands and needs change quickly.  We pride ourselves in our speed to market and strive to never let our customers and consumers down.  We design and develop products that cater for the current needs of consumers and get them into their hands as fast as possible.

PLC Board


Sundip Patel
CEO & Founder
A graduate in Economics, entrepreneur and businessman, who founded Thumbs Up in 2004. Thumbs Up has grown from a small importer distribution company to global technology and lifestyle business. Sundip possesses true entrepreneurial skills with the willingness to take risk and develop, organise and manage a business in a competitive, constantly evolving, global marketplace. He believes the secret to success in this business has been to build from the bottom up – absorbing feedback from every level of the business.

Charlie Rudge
Managing Director
Charlie has 15 years experience in the retail sector, after graduating as a Product Designer in 1999, originally developing ranges for a number of retailers including Superdrug, Boots and BHS for various product companies. In 2005 he founded Bluw, an innovative gift and toy business with global offices which he sold in 2013 to an AIM listed company. He joined Thumbs Up in April 2016, he now adds value through finding new strategic ways to grow the business with licensed brand owners and industry partners plus his experience with AIM and the city.


Neeraj Chotai
Financial Controller
A Certified Accountant, joined Thumbs Up in 2016 as a Financial Controller. Neeraj has over 12 years of experience providing professional services with well-known brands such as IBM, Lacoste, Christian Louboutin and CSC, covering a wide range of sectors from Information Technology, Retail and Insurance. Leading the nance team, Neeraj is responsible for reporting, treasury, budgeting, insurance management and process and systems implementation. He is also a Certified SAP Consultant.