Hush Homewear’s results for the year to the end of March showed the women’s lifestyle company going through another tough year with it saying its performance was “below expectations”. 

It has said something similar with its previous set of results so the latest figures were clearly disappointing for the business.

In its most recent year it saw turnover of £52 million, which was down sharply from £62 million in the previous 12-month period. It said that the ongoing cost of living crisis had a significant impact on the womenswear market in the UK, that being the main trading market for the business.

It also saw rising operating costs and made increased investment in promotional activity to drive demanded and maintain stocks at a manageable level.

The outcome was an operating loss of £7.9 million compared to an operating profit of £1.4 million in the previous period. EBITDA also swung to a loss of £5.1 million from a profit of £2.8 million last time.

Two years ago its revenue had been almost £68 million with operating profit at £8.5 million.

But the company took an upbeat stance and said it remained committed to investing for growth with significant activity during the year. The Hush brand itself was relaunched in October 2023 “in response to significant customer research”.

Part of the relaunch saw founder Mandy Watkins returning to lead the clothing design team. And in November 2023 in order to reach new customers it launched on the Next website in the UK.

And 2024 after the period covered by these accounts also saw plenty of activity with a new chief trading officer (Rebecca Scott who moved from Sephora), and a new chair. Only in November it appointed Philip Mountford its new chairman with theUK brand eyeing expansion both at home and internationally. His previous experience included Versace, Moss and Hunkemöller.