Insider Media Limited

Southam-based Mask-arade is set to launch its product range across a host of new markets, Insider has learnt. Director Dean Walton said the mask supplier, which featured on Dragons' Den, had signed deals with retailer Next to introduce its products over Christmas and was ramping up international sales in Asia and the US.

Mask-arade's celebrity masks will appear in Next over Christmas, said Walton, in what will be its first major high-street chain deal.

The company has agreed deals with independent retailers across the UK and its masks are stocked in more than 1,000 fancy dress outlets and all major UK train stations.

From April, Mask-arade will also stock its most famous celebrity faces in Tesco stores across the country.

"We have certainly had some big developments over the past few weeks," said Walton. "International orders have soared and we've agreed a couple of major contracts. We're definitely getting busier, especially with Christmas round the corner, and I imagine we'll be looking to take on more staff, either full or part-time, as we grow next year."

The company sold more than 250,000 masks of royal family members over the royal wedding weekend in April this year.

Walton said the company's first foray into foreign markets was selling to US customers.

"Retailers in the US have gone absolutely made for it – trade is definitely on the up there. We sell to shops across several states, and can definitely see our market share growing there," he said.

He added that trade in Asia had also grown, as the company's range of Bollywood stars and cricketers were particularly popular.

Walton started the business alongside fellow directors Chris O'Nyan and Ray Duffy. The trio appeared on BBC TV show Dragons' Den in 2009, where they were rejected in their bid to secure £50,000 of funding.

"On the show, the dragons were concerned that they would not see any investment return for 30 years or so," said Walton. "Obviously, we have proved them wrong, but we've bumped into several of them since the show, and they've been really interested in what we've been up to.

"When we were in the den, Peter Jones told us he wouldn't invest as he thought it was the kind of product his child could make. A few weeks ago, he ordered 30 masks from the website – it was a great moment."

Mask-arade secured sales of £750,000 at the end of its 2010 financial year.