From Espírito Santo to Global Logistics: The Journey of SBL Couriers
When Jodelle Silva and Paulo Cezar da Silva boarded a flight to the United Kingdom in October 2004, they had no idea that, years later, they would be leading one of the largest logistics operations in the country. Originally from the metropolitan region of Vitória, in Espírito Santo, Brazil, the brothers built SBL Couriers from the ground up—a company that now employs over 700 drivers in the UK and has plans to expand into Germany and the Middle East.
But before running a logistics powerhouse, they faced immense challenges—from cultural adaptation and language barriers to financial struggles just to keep the business afloat. The Silva family’s journey is a testament to how determination and resilience can change lives.
Entrepreneurial Roots and the Decision to Leave Brazil
The entrepreneurial spirit has always been present in the family. From a young age, the brothers watched their mother juggle raising four children while working as a seamstress, selling clothes and lingerie to local clients. Their father, who left the countryside in search of a better life in the city, made a living reselling agricultural products at markets and to small merchants.
” Leaving Brazil was not easy, but we knew we needed to find a new path. The sweetcorn trade was facing difficulties, and we felt we had more potential, ” recalls Jodelle.
Inspired by this example, Jodelle and Cezar began their entrepreneurial journey in Brazil, selling sweetcorn to markets in Espírito Santo, Rio de Janeiro, Bahia, and Minas Gerais. However, industry challenges and personal factors led them to make one of the toughest decisions of their lives: to leave Brazil and seek new opportunities abroad.
Arriving in London: Challenges and a New Beginning
Upon arriving in London, the brothers encountered a completely different world. Adapting wasn’t easy.
Without English skills or a support network, they had to start from scratch. For five years, Jodelle worked at an Italian food and wine distribution company. The job proved vital in helping him understand how the European market functioned and in building industry contacts.
It was during this period that they got an opportunity to work as subcontracted couriers for ParcelForce, a logistics giant in the UK. Alongside their friend James Rosa, the brothers began working as delivery drivers until, in July 2012, they were offered a game-changing opportunity: to recruit drivers and provide vans for the company.
That’s when Silva Brothers Logistics was born—better known today as SBL Couriers, a name shortened by ParcelForce itself.
” The language barrier was one of our biggest challenges. On top of that, sharing a house with people from such different cultures and habits required a lot of patience and flexibility, ” says Cezar.
Without English skills or a support network, they had to start from scratch. For five years, Jodelle worked at an Italian food and wine distribution company. The job proved vital in helping him understand how the European market functioned and in building industry contacts.
It was during this period that they got an opportunity to work as subcontracted couriers for ParcelForce, a logistics giant in the UK. Alongside their friend James Rosa, the brothers began working as delivery drivers until, in July 2012, they were offered a game-changing opportunity: to recruit drivers and provide vans for the company.
That’s when Silva Brothers Logistics was born—better known today as SBL Couriers, a name shortened by ParcelForce itself.
From the Driver’s Seat to the Boardroom: SBL Couriers’ Rise
In the beginning, the challenges were immense. Their experience in the logistics sector was limited, and capital was scarce.
” The language barrier was one of our biggest challenges. On top of that, sharing a house with people from such different cultures and habits required a lot of patience and flexibility, ” says Cezar.
Through hard work and determination, the company grew rapidly. The brothers weren’t just managing operations—they were also driving, recruiting drivers, renting vehicles, and ensuring everything ran efficiently.
A Turning Point: Partnering with Amazon
The real breakthrough for SBL came in 2016, when the brothers secured a direct contract with Amazon. But the road wasn’t easy.
” By 2015, we already had a strong operation with ParcelForce, with over 60 drivers. We tried to get into Amazon through a partnership with another company, but due to the financial irresponsibility of the partners, it only lasted seven months,” Cezar recalls..
Refusing to give up, they applied directly to Amazon in early 2016. By September, SBL had started operating with just seven drivers. Today, the company manages over 700 drivers across 15 UK depots, as well as a hub in Düsseldorf, Germany.
“Amazon accounts for 55% of our business. The rest comes from major companies like UPS, FedEx, DX, and Arrow-XL. This diversification is crucial for sustainable growth,” explains Jodelle.
Unique Value and a Commitment to Innovation
In the competitive delivery sector, SBL stands out not only for its scale but also for its service quality.
“We’ve always focused on understanding client needs and delivering excellent service. Many companies still fall short in this area, so we make it a point to offer both efficiency and reliability,” says Cezar.
Another key differentiator is their commitment to sustainability. Today, over 40% of SBL’s fleet is electric, making it one of the UK’s leaders in sustainable transport.
Global Expansion and Future Plans
With solid operations in the UK and Germany, SBL now has its eyes on new markets. The brothers are negotiating partnerships in the Middle East, with ongoing projects in Saudi Arabia and the United Arab Emirates.
“Our goal is to expand not just with Amazon, but also with other clients. We’re investing in distribution centers and aiming to provide full logistics services, including trailer transport and last-mile delivery,” says Jodelle.
Advice for Aspiring Entrepreneurs Abroad
Having faced many obstacles and achieved great success, Jodelle and Cezar understand what it takes to succeed overseas.
“As immigrants, we start at a disadvantage, lacking knowledge of the culture and market. But that shouldn’t be a barrier. It takes dedication, constant learning, and, above all, perseverance,” advises Cezar.
The Greatest Pride: Impact on Their Team
For the brothers, the biggest source of pride isn’t just the numbers or contracts—they’re most proud of the impact they’ve had on their team.
“Our greatest achievement is watching our team grow with us. When we invest in people, we’re building not just a stronger team but a stronger future for our business,” concludes Jodelle.
Marked by challenges, resilience, and strategic vision, the story of Jodelle and Paulo Cezar da Silva is proof that with hard work and determination, dreams can become reality—no matter where in the world they begin.
