60-second start-up: Libby London

0-5 seconds: Sum your business up in a sentence


Stylish but appropriate women's workwear clothing.

5-10 seconds: What's the business model?

Online only with monthly corporate sale events, we will look at wholesaling in the future.

10-15 seconds: Who are your competitors?


There are no other well established women's clothing brands totally dedicated to the working wardrobe but there are of course labels around that do some office wear - we just do it better!

15-20 seconds: What's your USP?

Office appropriate without having to compromise on style, comfort and practicality.

20-25 seconds: How have you funded it so far?

Self funded and will carry on that way for as long as I can.  I'm dreading capital raising and giving away equity!

25-30 seconds: What were you doing before?

Was and still am a full-time investment banker (I don't get much sleep)

30-35 seconds: Where did the idea come from?

I am my target market and I have struggled for years to find interesting, flattering clothes for work that take me from day to evening, I got very bored of stuffy suits and much of the high street is too short, too booby and too body con for work.

35-40 seconds: What's the smartest thing you've done so far?

Just getting on and starting something.

40-45 seconds: What's the stupidest?

Not doing it before!  There are so many great ideas I've had that I sat on and did nothing about - only for some other braver person to do it and succeed.

45-50 seconds: If your business was a biscuit, what would it be?

Crumbs - would have been eaten in our office in a second.

50-55 seconds: Which idea are you a bit jealous of?

Frozen Yogurt - fat free ice cream is a no brainer

55-60 seconds: Where are you going to be in 12 months' time?

Other than an awful lot wiser, we will have a number of stockists and will be on collection number 5 at least.  The next 2 years is all about growing brand recognition.  I do care about the bottom line but for now getting the brand out there is the focus.

For more information about Libby London, click here

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