Founded in 2002 by Mandy Watkins in London, hush was founded on a core collection of comfortable, stylish pyjamas and loungewear. The brand has since branched out into further categories of womenswear including dresses, footwear, jeans and athleisure, but the core principles of comfort and wearability still remain. The range is built on timeless styles and silhouettes, with a nod to the latest seasonal trends but always staying true to the Hush brand and aesthetic.
Hush is a digital-first business and a leader in customer engagement using its website and catalogues to share lifestyle content such as recipes, film reviews and celebrity interviews with its committed and passionate community. This has enabled the brand to build a strong base of loyal customers across a broad range of demographics who purchase from the brand several times a year, either through the Hush website, John Lewis, or select pop-up shops. This has translated into strong financial performance and the business has gone from strength to strength, with sales quadrupling from 2016 to 2020, making it one of the fastest growing and most exciting brands in womenswear.
True acquired a majority stake in hush in March 2020, having got to know the business and the founders over several years. True will work closely with the existing management team to support the brand in achieving continued scalable growth and expansion into new channels.