Online womenswear brand Hush has secured a significant investment from private equity firm True, which will enable the company to expand its presence in new markets. Originally focused on pyjamas and loungewear, Hush has experienced rapid growth and now offers a diverse range of clothing categories with a relaxed and casual aesthetic. In the past four years alone, the brand has quadrupled in size and achieved sales of over £50 million.
One of the reasons for Hush’s success is its ability to connect with customers on a deeper level by sharing lifestyle content on its website and social media platforms. By providing book recommendations and recipes, the brand has built a loyal customer base and now has over 130,000 followers on Instagram and Facebook.
The investment from True will provide Hush with the necessary resources and support to scale the brand and expand into new markets and channels. Although the company has experimented with pop-up stores, its primary focus remains on its online presence. Additionally, Hush operates concessions in 37 John Lewis stores across the UK.
True’s co-founder and CEO, Matt Truman, believes that Hush is well-positioned to capitalize on changing consumer behaviors. He sees the brand’s agile, digital-first business model, loyal customer base, and contemporary product range as key factors contributing to its potential growth in both the UK and international clothing markets.
Mandy Watkins, who co-runs Hush with her husband Rupert, expressed her confidence in the collaboration with True. She believes that True shares their passion for customers, the team, and the Hush brand. Watkins is excited about the opportunity to work with an investor who can help strengthen all aspects of the business and is committed to realizing the brand’s enormous potential.
True has a successful track record of investments in other sustainable brands such as childrenswear brand Frugi, furniture specialist The Cotswold Company, and eco-conscious clothing retailer Aday.