Back in 1996, slap bang in the dot com boom our founder Bruce, launched Heinnie Haynes. Born of a desire to be his own boss and pursue a more entrepreneurial lifestyle, heinnie.com emerged kicking and screaming from the incessant hum of the World Wide Web.
It’s one of the most asked questions, “Where did the name come from?” The answer is lost in the mists of time. We’re not even sure if Bruce knows anymore, but, wherever it came from, it stuck. His engineering background, love of materials and design and a fascination with how things work meant that he was selling stuff he loved; knives and multi-tools. The son of a menswear shop owner, Bruce had retail in his blood, and it was there he developed the belief that customer service should be central to any business. That unique crossroad of devotion to quality gear and remarkable service led to his gathering together a loyal band of customers who shared the passion.
Working out of his attic room in a terrace in Cardiff, he placed an ad in lads' mag Maxim featuring a Leatherman multi-tool, and the orders began to flow. After a few years of working all the hours with little return, something clicked. What was once a steady flow became a torrent. It was time to leave the attic behind.
After securing a small unit in Barry and hiring some staff it was time to widen the product portfolio. Flashlights, watches, wallets, were slowly added to the ever increasing manufacturers of knives and multi-tools, closely followed by bags and apparel. A small unit became two small units which due to swift expansion became a dedicated warehouse, offices and a showroom down the road. People continued to resonate with what Bruce and the small Heinnie team were doing and the beginnings of what is now the Heinnie ethos started to come together.
Fast forward a few years Heinnie Haynes now supplies a wide range of pocket gadgetry, tools, outdoor gear, bushcraft and survival equipment and the finest and widest selection of knives in the UK. Another move was on the cards and Bruce and 15 employees consolidated all of the Heinnie operations into one larger premises, able to cope with a growing inventory and a growing set of operations - and that’s where you’ll find us today.
With a growing team and a growing supply of gear from around the world it became even more important that the Heinnie ethos clearly applied across the business - from our selection of new gear to the customer service.
Heinnie Haynes became the internet's best kept secret for the gear literate and those that subscribe to a lifestyle of preparedness. The Heinnie modus operandi continued to reach those that shared the mindset.
In 2020 Bruce had had his fill of his beloved Heinnie Haynes and, rather than sell it to the highest bidder, decided to sell the company to the employees, some of whom had been with him since the early 2000s, as an Employee Ownership Trust. Jobs were safeguarded, company ethos remained intact and a new MD, Mark, was brought in to steer the Heinnie ship. Bruce remains a part of the trust to this day, helping to steer the ship and ensuring that a lifetime of experience is at hand when needed.
What began in 1996 as an ambition became a buoyant band of enthusiasts and an organisation committed to bringing together a unique collection of the most compelling gear from around the world.
In a world that’s increasingly crowded with noise, mass-produced mediocrity, and disposable gimmicks, Heinnie stands apart. We remain a beacon for those who demand quality, integrity, and substance, and above all else - understand the quiet satisfaction of owning truly exceptional gear.