Brollies and badges: how the UKIP store made £80,000

Silk ties, jewellery, branded high-vis jackets: you can buy them all at the UKIP emporium....

by Emma Haslett
Last Updated: 28 Aug 2014

It seems those who bought Nigel Farage's arguments also wanted to buy his t-shirts: accounts filed with Companies House this morning show UKIP 's online store made £80,000 in the year to the end of December.

The UKIP store is a veritable Aladdin's cave of paraphernalia: there are nine different kinds of badge, six different kinds of t-shirts, and even a UKIP-branded high-vis jacket (for the loyal construction worker). It's even had a go at a joke, with a cotton tote bearing the legend 'The EU is not my bag'. Although MT is disappointed not to see a 'Farage for all Seasons' calendar...

If we were in any doubt as to the level of support Farage and his merry men enjoy, this is the proof: income from commercial activities (ie. 'from the store') more than doubled, while donations to the party rose to £1.36m, up from £510,000 in the previous year, and it increased its workforce by 50%, taking on 10 new staff members. Sadly, though, the amount left in people's wills dropped from just under £94,000 in 2012 to just over £11,000 in 2013.

Earlier this month we reported UKIP had been ranked 11th in a list of brands good at 'storytelling', which explains how it built up its cult following. As Disney taught us all, where there is a good cult brand, there has to be a good way to extract money from its loyal followers. Expect a UKIP theme park any day now...

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