How Popcorn Shed became a global success story with Xero

In 2016, Sam Feller and his cousin Laura Jackson

turned their shared love for food into a thriving business. Starting in a family kitchen, they spent months perfecting their recipes before launching Popcorn Shed – one of the UK’s most successful gourmet popcorn brands.

Eight years later, Popcorn Shed’s products are stocked in some of the UK’s most prestigious high-end department stores and sold in over 15 countries worldwide, spanning Europe, Southeast Asia, and the Middle East. Today, international sales make up nearly 30% of their business.

But scaling hasn’t all been smooth sailing – managing finances across currencies and regions was a key challenge. Fortunately, Xero was a constant helping hand.

“Xero is so easy to use,” says Sam. “I did a day or two of training, and I’ve been able to manage the financial side of the business ever since.”

Building a global brand

Popcorn Shed’s mission is simple: “Bring joy to our customers during those sharing moments that truly matter,” says Sam. “Popcorn is one of those products that brings people together – whether it’s a family movie night, watching your favourite Netflix show, or munching on popcorn with fellow co-workers as a mid-afternoon snack.”

Over the years, their product range has grown to include a variety of premium flavours, seasoning kits, and even advent calendars. And as demand grew, their popcorn’s global appeal was undeniable.

“We started getting a lot of interest from Europe early on. We also had interest from places we’d never even considered, like the UAE and Hong Kong” said Sam. “It was exciting but also daunting – we knew we needed tools that could help us scale as the opportunities grew.”

Simplifying multi-currency trade

Popcorn Shed trades in pounds, dollars, euros, Canadian dollars, and even Swiss francs. For a global business like theirs, managing exchange rates is essential. Because of Xero’s multi-currency functionality, Popcorn Shed had an accurate view of their accounts, with exchange rates updated daily.

“We’ve set up bank accounts in different currencies – pounds, euros, and dollars,” says Sam. “We hold local currencies in those accounts until we need them. When we make transfers, Xero tracks exchange rates daily, so we don’t have to manually enter them. We can record bills and invoices in different currencies to help manage our accounting across several currency accounts.”

Customising invoices for different international clients has also been a game-changer. “Different markets have different requirements,” explains Sam. “For example, EU invoices need customs declarations, while Swiss invoices require signatures. With Xero, we can create templates for each market, which saves us a lot of time and ensures we stay compliant.”

Streamlining day-to-day operations

Xero has also streamlined many of Popcorn Shed’s day-to-day tasks. By integrating with tools like Link My Books and Unleashed, sales data from eCommerce platforms – including Shopify, Amazon, and even TikTok Shop – feeds seamlessly into Xero.

“It’s easy: you push a button, and it’s all there on Xero. If you don’t have these automations, you physically couldn’t reconcile every single transaction – so this saves you hours and hours. And getting sales and cost of sales presented accurately in Xero is a godsend.”

Popcorn Shed also uses Xero’s payroll functionality to streamline this essential but often-tedious task. “There is definitely a benefit to having it all in one place.” says Sam.

Looking to the future

Popcorn Shed’s journey shows that small businesses can thrive on the global stage with the right tools and a clear vision. Sam’s advice to anyone starting out? “It’s a long journey, so don’t be in too much of a hurry. Be patient and enjoy it!”

As Popcorn Shed looks to the future, their ambitions extend beyond popcorn. Gourmet popcorn will always be at the heart of their business, but Sam is eager to explore opportunities to diversify their product range.

“I want to carry on with our mission, to add that extra touch of joy to life’s special moments. That doesn’t necessarily limit itself just to popcorn.”

Through every stage of their growth, Xero has been a trusted partner, enabling Popcorn Shed to manage their finances with confidence. From multi-currency transactions to cash flow planning and seamless integrations, Xero has allowed Sam to focus on what matters most: growing the business and creating products that bring joy to their customers.

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