Cosy Direct founder recognised among UK’s most ambitious business leaders
A Staffordshire entrepreneur who set up his company to help get children outside to experience nature has been recognised as one of the UK’s most ambitious business leaders.
Peter Ellse, co-founder and CEO of Cosy Direct, based in Fauld, near Tutbury, was named in the 2025 line-up of the LDC Top 50 Most Ambitious Business Leaders, unveiled in London last week (Oct 8). He was also awarded the People Award for his commitment to going the extra mile for his employees and customers, having created a business which fits around people’s lives.
Peter’s inclusion celebrates his relentless drive to establish Cosy, based in Fauld, on the Derbyshire/Staffordshire border, as a world pioneer in the design and supply of sustainable nursery and educational equipment. To date, that drive has seen the company, which Peter set up in Derby nearly 15 years ago with his wife, Amanda, grow its annual turnover to nearly £30m, sell more than 6,000 different products to nurseries and schools in 50 countries worldwide and employ 130 people.
It has also won a host of awards, including a Queen’s Award for Enterprise for Sustainable Development and a King’s Award for Enterprise for International Trade this year too.
Ten per cent of its profits are donated to good causes in the UK and around the world through the Cosy Foundation, and Cosy also owns a farm and campsite which it lends to the charity Derby Kids Camp every year.
Peter came up with the idea for Cosy when he was playing with his young children, having recently built and sold education supplier TTS Group. Worried that children at nurseries and soft play were only being given technology or mass-produced plastic toys to play with, he decided to start a new venture which would sell natural, hands-on resources that would spark creativity, imagination and learning through open-ended play.
As his company grew, focussing on only using suppliers local to the UK, it harnessed the enthusiasm of teachers and educational practitioners, who were encouraged to suggest their own products – many of which were later put into production.
At the same time, Cosy built a product range which focussed on sustainable fun, with many of its best-selling items being made from responsibly sourced wood, natural fibres such as wicker and jute and repurposed materials including old car tyres, which are cleaned up and put to use as climbing equipment, stools and planters.
Peter said: “I’m incredibly honoured to be named alongside some of the country’s most inspiring business leaders and getting the People Award means the world to us.“But like every one of the other winners, I know that our successes and awards can’t happen without the support of an exceptional team both at our HQ and, increasingly across the world.“I’m hugely fortunate to work with colleagues who share the vision and go above and beyond every day. And I’m incredibly grateful to Amanda, who has been by my side every step of the way.”
Last month, Cosy was named in the 2025 UK’s Best Workplaces in Retail, Hospitality & Leisure, a testament to its positive culture and investment in staff. A week later, its team was out volunteering across the county, demonstrating the company’s ongoing commitment to local communities.
David Hook, managing director of Cosy, said: “Cosy never stands still, whether it’s doing good work locally or taking on new partners globally, and everything stems from Peter and his passion for making children’s lives better.“Having worked in a number of roles in education, I’ve seen how many young children have lost that connection with ‘real play’ and instead have only ever used handled phones and iPads.“They’re not used to handling books and are unfamiliar with different textures, like wood, wicker or felt, and have never played with play equipment that makes them use their natural imagination.“Ours is such a simple concept but it’s extremely powerful, and Cosy’s success all stems from Peter’s vision and his ability to find like-minded partners, as well as think two steps ahead of everybody else.”
For more information visit www.cosydirect.com
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