An organic baby clothing company has clinched a deal to start trading with Russia following impressive overseas growth in other markets.

Nature's Purest, based in Kibworth Beauchamp, hopes to sell its products throughout the Russian Federation after finding a distributor.

The south Leicestershire company, which has a turnover of around £10 million, sells more than 140 lines of clothes and toys made from natural, chemical-free cotton.

Jane Albon, who set up the business six years ago, is already doing business in South America and has opened stores in Hong Kong.

She said the Russia deal was sealed after receiving support from Government export support service UK Trade and Investment (UKTI).

Jane was invited by UKTI on a trade mission to Moscow in February 2010, where she began looking into the opportunities available.

She said: "UK Trade & Investment set me up with some excellent contacts, including Mothercare, and they all loved the product, but they needed me to have a Russian distributor."

In the following 18 months Jane worked with UKTI to find a distributor, and in December was approached by Russian trading company Green Kids Ltd, who supply children's and baby clothing all over Russia.

She said: "Because I'd been on the trip to Moscow and done all the relevant research I was well placed to speak to the company. The best thing was they then came to visit me here in Leicestershire to sign the initial two-year contract."

Jane said Russia was a fantastic market to break into.

She said: "They have nothing like my product there, but have a large market of top-end mums looking for nice organic baby things.

"The look of our product really appeals to them too – it's all very British looking and nicely packaged.

"Lots of firms have tried to copy what I am doing but they can't get it right which has left me in the market place as a very individual brand."

The firm's goods are sold in several hundred UK stores, plus the US, Australia, Spain, France and Italy. It has a store and head office in Kibworth and the company won the New Business category at the Leicestershire Business Awards in 2009.

Suzy Bolton, international trade adviser for UKTI, has been working with Jane for four years.

She said: "Jane has hit upon an idea that stands out in the market-place. No one else is producing these high-end completely natural baby products so there is a huge demand for them across the world.

"She has previously conquered Brazil, with her second store due to open in April.

"Russia can be seen as a tough market but with persistence and determination it is possible to land deals such as these and we can help firms take their first steps to do this."

To find out about the help available, ring UKTI's East Midlands export hotline on 0845 052 4001.