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Sandra Halliday Published
December 4, 2025
Hush Homewear, the women's fashion and lifestyle brand, has reported its results for the year to the end of March and said that while its performance was below its initial expectations, with sales revenue of just £62 million, it was nonetheless in step with the trends in the wider retail sector.
The company, which sells mainly through its own website but also through concessions, said that it was a difficult year with falling demand and rising costs linked both to the cost-of-living crisis and the war in Ukraine.
It was forced into "a broader use of discounting in line with competitor behaviour to generate demand", which led to a squeeze on its margin and subsequently the gross profit margin was down 20% compared to the previous year.
But despite the challenging period it continued to invest in marketing, as well as sustainability initiatives and its staff with a view to future growth both in its domestic UK market and beyond. In support of this strategy, its customer database grew by a further 17%, partly as a direct result of the marketing activity undertaken, including targeted investment in its digital channels.
Yet there's no denying that it was a very difficult 12 months for the company. Revenue a year earlier had been almost £68 million and gross profit was £28.3 million back then, falling to £22.7 million this time. The issues during the year also meant that operating profit and pre-tax profit both plunged 84% with a drop from £8.5 million to £1.4 million. The company's net profit figure was down from £7.4 million a year ago, also hitting £1.4 million this time.
At the end of last year — during the period in question — the company named Feelunique's Sarah Miles as its new CEO, effective from 16 January this year.
She took over from Kate Bartman on her return to her previous role of Chief Trading Officer.
It also named Melissa Dick as its new Chief Creative Officer in February. She joined from Tapestry’s Coach brand, where she spent five years and was VP Global Head of Creative Strategy & Studio.