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This week, we sit down with Aimee Smale, the inspiring founder behind Odd Muse. In four years she's taken the cult British womenswear brand from a bedroom startup to a £30m business. Aimee opens up about spotting the gap in the market for accessible luxury, quitting ASOS without a plan, and quite literally dismantling her bed to make room for a desk. From making £10 logos and packing orders herself, to designing the blazer that changed everything, this is a masterclass in betting on yourself.Aimee speaks candidly about online pile-ons, media attacks, and why the last year has been her hardest yet. She also breaks down the decisions that shaped Odd Muse’s growth, and why she believes Odd Muse can be a £100m brand, even if she doesn’t want to take it there alone.Honest, high-stakes, and full of lessons you won’t hear in a pitch deck.
Timestamps:
00:00 Intro & Early Years of Odd Muse
12:00 Taking Impulsive Risks
14:55 Importance of Building a Rounded Skillset
19:30 How One Hero Product Can Change Your Life
22:20 Importance of Being Your Own Customer
28:00 The Influencer Moment That Changed Odd Muse
33:30 Founder-Led Marketing
37:00 Dealing With Online Trolls Over The Last 12 Months
46:08 Why She's Now Stepping Back & Hiring a CEO
53:25 How Moving to New York Changed Her Mindset
55:30 The Strategy Behind Odd Muse's Retail Stores
01:01:30 Growing the Wholesale Business
