The Genesis of Murci: A Side Hustle's Remarkable Ascent
Olivia Prince, a 31-year-old entrepreneur, embarked on a journey that saw her initial side project from her grandmother's residence evolve into Murci, a prominent fashion label with an impressive £10 million turnover. This brand, which has garnered attention from shows like Love Island, has expanded beyond its humble beginnings to a facility employing 35 staff members.
Early Career and Entrepreneurial Spark
Following a valuable placement at the major fashion retailer Boohoo, Olivia Prince initially took a receptionist role. It was during this period that she began her online clothing sales venture. Her enterprise has since achieved significant recognition, with The Times recently listing Murci among the UK's top 20 fastest-growing companies.
Reflecting on her passion for fashion, Olivia, who hails from Conwy, pursued fashion buying and merchandising at Manchester Metropolitan University. Her proactive approach led her to secure a placement at Boohoo, a move she considered crucial for her career aspirations. "I thought if I get a placement, even though it'll take me an extra year to graduate, hopefully that's a foot in the door," she stated, emphasizing the competitive nature of the industry.
Her time at Boohoo proved to be highly educational. "I learned more then than I did at university, so it was so beneficial going," Olivia remarked, highlighting the practical experience gained.
Building Murci from the Ground Up
During the Covid-19 pandemic, while working as a receptionist, Olivia dedicated herself to her side hustle, purchasing and reselling clothes from wholesale suppliers. Her grandmother's home in Manchester served as the launchpad for her business, a period she described as having "nothing to lose." The venture later underwent a rebrand, becoming Murci, characterized by its distinctive "placement prints" and unique aesthetic.
A pivotal moment for Murci occurred in 2021 when Millie Court, a contestant on Love Island, wore a Murci two-piece outfit. This exposure led to hundreds of orders, which Olivia personally managed, handwriting labels and dispatching packages.
This surge in demand prompted Olivia to leave her job and fully commit to Murci. She recognized the business's significant potential when some of her popular garments sold over 1,000 units in a single day, solidifying her belief in its viability.
Family Involvement and Strategic Expansion
Murci's growth has been a collaborative effort, with Olivia's mother assisting with labeling and her grandmother helping with packaging in the early stages. The team has since expanded to 35 employees and moved into new headquarters in Manchester.
The brand's rapid expansion in recent years has been notable, further amplified by collaborations with influencers such as Meagen Wells. Olivia's brother, Thomas Prince, a former accountant, played a crucial role in establishing Murci's US distribution center within months, a strategic move following the introduction of a 10% global tariff rate. Olivia noted, "We already do 30% [of business] in America... Brands spend millions trying to tap into the American market... whereas we just run the same ads here as we do there and it performs really well."
The Rise of the Side Hustle Economy
Murci's success story is set against the backdrop of a booming side hustle economy in the UK. Reports indicate that 49% of adults are engaged in a side hustle. Shankha Basu, an associate professor of marketing at Leeds University Business School, attributes this trend to economic pressures, the desire for diversified income, and the influence of social media. He also pointed to the accessibility of platforms that allow for affordable and scalable idea testing.
"Successful side hustles have inspired budding entrepreneurs predating Covid such as Gymshark and Innocent drinks. However, it is incredibly difficult to replicate their success," said Basu.
Olivia Prince's advice for aspiring entrepreneurs is simple yet powerful: "You can do absolutely anything… as long as you've got passion and you surround yourself with the right people."
Source: BBC News
