EcoThreads
From vintage market stall to sustainable fashion e-commerce brand
- Founder
- Chloe S.
- Location
- Bristol
- Founded
- 2021
- Structure
- Ltd
- Revenue
- £180k ARR
- Team
- Solo + 2 part-time assistants
Chloe started EcoThreads selling curated vintage clothing at local markets. She scaled it into a thriving online store focused on ethical sourcing and sustainable practices, now shipping across the UK.
Background
Chloe was passionate about sustainable fashion but frustrated by the lack of accessible options. She began by sourcing unique vintage pieces and selling them at weekend markets in Bristol. The positive reception and growing demand for ethical clothing inspired her to take it online, initially as a side hustle alongside her marketing job.
The spark
After consistently selling out her market stock, Chloe launched a basic Shopify store with 20 hand-picked items. Her first online sale came within hours, confirming the demand beyond local markets.
First real sale
Her first online sale was a vintage denim jacket to a customer in Edinburgh, proving the scalability of an e-commerce model. She reinvested all profits into buying more stock and improving her website.
The turning point
Month 12, she quit her marketing job. She had built a loyal customer base and was consistently hitting £2k-£3k in monthly revenue. She incorporated EcoThreads as a limited company to manage growth and supplier relationships more formally.
Scaling without overhiring
Chloe focused on building strong relationships with ethical suppliers and small-batch designers. She diversified her product range to include upcycled items and eco-friendly accessories. Implementing targeted social media ads and influencer collaborations significantly boosted her reach.
Where it is today
EcoThreads now generates £180k ARR, has two part-time assistants managing fulfillment and customer service, and a strong brand presence in the UK sustainable fashion niche. Chloe is exploring expanding into sustainable homeware.
Timeline
- Apr 2021First market stall
Sold out vintage stock at a local Bristol market.
- Aug 2021Shopify store launched
First online sale within hours of going live.
- Apr 2022Quit day job
Consistent £2.5k/month revenue. Incorporated as Ltd.
- Oct 2022First part-time assistant hired
Helped with order fulfillment and social media.
- Mar 2023Launched upcycled collection
Collaboration with local designers, strong media pickup.
- Sep 2023Reached £10k MRR
Implemented new email marketing automation.
- Feb 2024Second assistant hired
Focused on customer service and inventory management.
- Aug 2024Featured in 'Ethical Consumer' magazine
Significant traffic and sales spike.
Revenue & profit by year
| Period | Revenue | Costs | Profit | Note |
|---|---|---|---|---|
| Year 1 (2021) | £25,000 | £12,000 | £13,000 | Sole trader. Market fees, stock, basic website. |
| Year 2 (2022) | £70,000 | £35,000 | £35,000 | Incorporated. First assistant, increased stock. |
| Year 3 (2023) | £140,000 | £70,000 | £70,000 | Second assistant, marketing spend, diversified products. |
| Year 4 run-rate | £180,000 | £90,000 | £90,000 | Optimized ad spend, strong repeat customer base. |
Challenges & fixes
Problem · Finding suppliers who met strict ethical and sustainability criteria was time-consuming and challenging.
Fix · Developed a rigorous vetting process for suppliers, including site visits and third-party certifications. Focused on building long-term relationships with a smaller number of trusted partners.
Problem · Eco-friendly packaging was more expensive, impacting profit margins and customer shipping fees.
Fix · Negotiated bulk discounts with packaging suppliers and offered tiered shipping options, including a 'standard eco' option with slightly longer delivery times but lower cost.
Problem · The sustainable fashion market became increasingly competitive, making it hard to acquire new customers.
Fix · Doubled down on brand storytelling, highlighting the unique stories behind each product and supplier. Invested in content marketing around sustainable living and collaborated with micro-influencers aligned with her values.
The playbook
Stay true to your brand values; customers will connect with genuine passion.
Engage with customers on social media, share behind-the-scenes, and involve them in product decisions.
Partner with complementary brands or influencers who share your ethos to reach new audiences organically.
Don't be afraid to test new product lines or services based on customer feedback and market trends.
“Every piece tells a story. That's what connects with our customers, not just the fabric.”
“Sustainability isn't just a buzzword for us; it's the core of everything we do. Our customers appreciate that transparency.”
“I learned that growth isn't always about being the biggest, but about being the most authentic and impactful.”
What worked
- Niche down to stand out, then expand strategically.
- Transparency in sourcing builds immense customer trust.
- Community engagement drives loyalty and organic growth.
Chloe’s advice to founders starting today
- Start with your 'why.' Your passion for your mission will be your biggest differentiator.
- Don't compromise on your values for short-term gains. Your customers will notice.
- Build strong relationships with your suppliers; they are an extension of your brand.
- Use storytelling to educate and inspire your audience, not just to sell.
What’s next
Chloe plans to launch a line of ethically sourced homeware and expand EcoThreads' reach into European markets, focusing on countries with strong sustainable consumer demand.
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