Mandy Watkins and Rupert Youngman

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Hush

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The couple first met whereas Mr Youngman was on vacation in Hong Kong

It was an opportunity encounter that set Mandy Watkins and Rupert Youngman on the trail to like, marriage and in the end organising in style womenswear model Hush.

It was 18 years in the past when the then full strangers met in Hong Kong. Australian Ms Watkins lived and labored within the metropolis, whereas Briton Mr Youngman was there on vacation.

“I used to be visiting a mutual buddy and was simply presupposed to be staying there every week,” says Mr Youngman. “However I met Mandy and I ended up suspending the flight again.”

The couple carried out a long-distance romance for 18 months earlier than Ms Watkins stop her job and moved to London to be along with her boyfriend.

“Anyone was going to have to maneuver, and that someone was going to be me,” says the talkative 49-year-old in her robust Australian accent.

“I’ve an English grandmother, I might already moved away, and it was simpler this fashion – if he had moved to me and I made a decision I did not fancy him, I might had discovered that garbage [to deal with],” she laughs.

Fortunately it did work out for the couple, who’ve now been married for 12 years, and have two kids.

And their on-line vogue model Hush, which they arrange from their London dwelling in 2003, now enjoys annual gross sales of £17m.

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Hush

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Hush began out promoting pyjamas and cardigans

Creating her personal vogue model was at all times the plan for Ms Watkins, who grew up in Melbourne impressed by her small business-owning mom and father.

“My mother and father labored for themselves working a few off-licences, and all their pals ran their very own enterprise,” she says.

Upon shifting to the UK Ms Watkins began concocting her marketing strategy for Hush, however with out the cash to launch a start-up, she initially needed to proceed her profession in advertising and marketing.

It wasn’t till two years later when she misplaced her job with a UK cell phone firm that she was in a position to launch Hush from her kitchen desk. Initially funded by her £40,000 redundancy cheque, Hush began out promoting ladies’s pyjamas and cardigans.

“The entire thought was constructed round feeling cosy,” says Ms Watkins. “I might moved to the northern hemisphere, and I had an enormous three-hour spherical commute.

“I might come dwelling [at the end of the day] and it could be darkish and moist, and Roo [Rupert’s nickname] would say ‘fancy going out?’.

“I might be like ‘are you kidding me… no thanks. All I wish to do is sit in my PJs with e book’.”

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Hush

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The corporate’s web site and catalogues include life-style journal fashion articles and critiques

Hush quickly gained momentum with vogue editors who began to say the model, and Mr Youngman joined the agency in 2005, giving up his earlier job in publishing.

The corporate has since expanded to promote a variety of informal and comfy womenswear, together with knitwear, clothes, leggings and coats. Plus sneakers, baggage, sun shades and different equipment.

On a day-to-day foundation Ms Watkins leads the design work at Hush, whereas Mr Youngman, 50, is answerable for advertising and marketing, finance and IT.

To interact as a lot as attainable with its prospects, the corporate’s web site and catalogues have a lot of life-style journal content material, equivalent to recipes, movie critiques, journey articles and superstar interviews.

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Hush

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The summerwear vary was slower to develop in recognition than Hush’s winter clothes

This was the concept of Mr Youngman, who previous to proudly owning his personal publishing agency labored as a journalist.

“I used to be considering, ‘how can I make myself helpful?” he says. “Hush may be very editorial. It is honest to say we had been on the forefront of that; not as a result of I am a genius however as a result of that is what my background was and I loved it.

“Mandy was eager for it not simply to be about product, it is concerning the life-style that goes with it.”

Whereas Hush continues to develop strongly – its annual revenues rose by 60% final yr, and income tripled – Ms Watkins and Mr Youngman admit some improper turns and challenges alongside the way in which.

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Hush

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The corporate relies in south London

An try and launch a menswear vary in 2009 was unsuccessful, being discontinued three years later.

“I really like what I do, however designing PJs for Roo [and men] slightly than for me [and women] I am not as excited by, says Ms Watkins. “Therein lay the issue.”

One other downside London-based Hush confronted was that its lighter summer time vary took 5 years to make a revenue, as prospects as a substitute most well-liked its cosy and heat winter clothes.

Whereas gross sales come principally by way of its web site, Hush made its first transfer into Excessive Avenue retail final yr when it launched concessions in UK division retailer John Lewis.

Now in 16 John Lewis shops, the plan is to roll out additional concessions subsequent yr. There are, nonetheless, no plans to open standalone Hush shops.

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Hush

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Hush has no plans to open its personal shops

“Generally I get actually excited concerning the thought of a retailer and the concept of making an idea,” says Ms Watkins. “However not that enthusiastic about when 5 years later it begins to look outdated – or the woman on a Sunday not turning up, after which having to go in myself.”

Regardless of competing in opposition to extra well-established manufacturers equivalent to Jigsaw and Whistles, Hush has managed to focus on a distinct segment within the more and more aggressive UK vogue market, says World Retail Information lead retail analyst Honor Strachan.

“It has constructed a loyal following of 25 to 45-year-olds, whereas a few of its extra basic, but nonetheless modern items, prolong its attain to an older demographic,” she says.

Nonetheless, Ms Strachan provides that Hush faces the problem of an growing stage of competitors.

“The likes of Mint Velvet, Finery and Trendy Rarity are all concentrating on an identical buyer,” she says. “So Hush should proceed to evolve the model, whereas additionally elevating model consciousness to turn into a prime of thoughts vacation spot among the many aspirational, trendy 30-plus market.”


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Regardless of takeover provides, Hush stays 100% owned by Ms Watkins and Mr Youngman, and employs 71 members of workers. Whereas nearly all of the agency’s on-line gross sales at the moment come from inside the UK, the corporate does promote direct to prospects around the globe.

Ms Watkins and Mr Youngman say that 15 years after Hush was launched, and 13 years since he joined, they nonetheless take pleasure in working collectively.

“I would not wish to do it with anybody else,” says Ms Watkins. “However it does make you suppose what we used to speak about earlier than Hush and the youngsters. Generally the youngsters say, ‘oh no, not Hush once more’.”