Matt Palfrey

From performing on stage to pitching a patented sensory clothing brand on national TV, Matt Palfrey’s journey has been anything but ordinary. What began as a love for storytelling and creativity at the University of Derby evolved into a career that bridges performance, marketing, and entrepreneurship.

Today, as co-founder of Comfa, the innovative clothing brand he launched with his son Max, Matt combines the confidence honed in Theatre Arts with the business acumen developed through his master’s in Marketing, proving that the lessons learned at Derby can lead to unexpected and extraordinary destinations.

Theatre Arts to Dragons Dens

When his eleven-year-old son Max dreamed of a t-shirt with built-in fidget toys to ease sensory overload, dad Matt Palfrey saw more than just a clever idea, he saw potential to make a real difference. Drawing on his own determination and creativity, Matt helped turn Max’s concept into Comfa, a patented sensory-friendly clothing brand born through family teamwork, pandemic challenges, and plenty of perseverance.

“We’re actually the patent holders for the world’s first clothing line with built-in pop fidgets, the Fidget-T.” - Matt

Together, they’ve shown how a spark of imagination, backed by parental support, can grow into something truly impactful.

Beginning his journey

Matt began his journey at Derby studying BA (Hons) Theatre Arts, driven by his love for acting and the opportunity to experience university life. He fondly remembers his time at the old Mickleover campus and the guidance he received from Yvonne Hurt. Years later, he returned to Derby to study MSc Marketing, looking for a qualification that would build on his experience and help open new opportunities.

“I wanted a qualification that could only be achieved through university - something that would genuinely create new doors for me.”

Reflecting on his time at Derby, Matt says the friendships and personal milestones have left a lasting impact. Matt said:

"I loved how friendly the city was and how close everything felt, walking from Princess Alice halls to the city centre in 15 minutes is a memory that really sticks with me."

From postgraduate to Co-founder of Comfa

The University of Derby played a key role in both the early and later stages of his academic and professional life, helping him build the skills and confidence to carve his own path.

Returning to university later in life helped Matt take a bold step into business.

“My master’s gave me real insight into how marketing functions in a business environment. I genuinely don’t think I’d have had the confidence to start my own company in my mid-30s without it."

A growing brand with national exposure

As Director, Matt manages the day-to-day operations of the business, while Max leads on research, development and customer engagement. Together, they’ve taken Comfa to new heights, appearing on both Dragons’ Den and This Morning.

“Those experiences were incredible. Not just because of the exposure they gave us, but because they helped raise brand awareness and gave our business a platform to grow.”

Skills that shaped success

Both Matt’s academic backgrounds in Theatre Arts and Marketing have played a role in his success.

“The marketing side helped me understand how to identify a market, solve a customer problem, and pitch a product. While performing on stage definitely gave me the confidence to pitch to investors!”

Advice for future students

For students interested in launching their own venture, Matt offers valuable advice.

“Be clear about what makes your business unique. Even if the thing that sets it apart is you, use that to shape your brand identity, and stay consistent with it.”

He also shares insight for those considering a high-stakes pitch on national TV:

“Know your numbers, and know your goal. Is it an investment? Publicity? Advice? If you’re clear on that, you won’t undervalue your business, or oversell it either.”

Looking ahead

With Comfa continuing to grow, there’s no shortage of plans in motion.

“We’re developing Fidget-T school polos and larger adult sizes, and after that, we want to launch jumpers, trousers, skirts, the list is endless.”