How Aimee Smale Built a £24 Million Fashion Empire Without a Penny of Venture Capital

The Essex-born entrepreneur began with a fairly simple pre-order model to generate cash flow before any manufacturing took place. She effectively turned early supply limits into an exclusive marketing ploy. She managed to distinguish herself by rejecting the frantic fast-fashion race. Instead, she curated a range of mid-luxury hero pieces that could endure.  

Over the last 12 months, the business has witnessed massive growth. Smale oversaw the opening of a concession at Selfridges in Manchester and a landmark five-storey townhouse flagship on London’s New Bond Street. With 40% of the brand’s business being driven by the US market, Odd Muse also opened a bricks-and-mortar base in SoHo, New York.

Smale’s Rise from the Bedroom to the Boardroom

The growth of Odd Muse, Smale believes, is down to understanding her target demographic. “I am the customer,” she told Entrepreneur. That “gave me a huge advantage” because “I understand how young women want to feel in their clothes.” Relying heavily on a community-first approach born from social media transparency, she bypassed expensive traditional marketing when launching the brand, addressing her customers directly and building a loyal following.

Developing a strong digital presence was the first step. She used TikTok extensively and, alongside her personal social media, built a reputation based on the entrepreneurial journey. From late nights packing orders on her bedroom floor to the creation of her first viral blazer, she offered her followers an intimate glimpse inside her startup journey.

Supporting this were smart direct-marketing incentives. Like other scaling online businesses, both inside and outside fashion, Smale sought to build upon her early-brand buzz with customer retention initiatives. Similar to retailers Gap UK and Finisterre offering 10% off orders for joining their online communities, or web-based casinos giving new customers 200 spins to play the Slingo Rainbow Riches slot, Odd Muse has its own special offers. These include 15% off for first-time newsletter sign-ups, and virtual all-access passes to campaign photoshoots and factory trips for established customers.

Alongside finding her market niche with her clothing range, Smale built a dedicated, engaged audience through authentic founder content. Her audience felt like partners, not mere consumers. This has translated into physical queues outside her retail outlets as the brand has developed its bricks-and-mortar footprint.

The Path Forward for Modern Founders

While Smale is still hands-on, she has transitioned from day-to-day management to focusing entirely on Odd Muse’s future creative direction. It’s a move she calls a “game-changer” for sustainable scaling. Despite navigating corporate scepticism and the inevitable pressures of online scrutiny, she is still as disciplined about her self-funded independence as ever.

For the next generation of entrepreneurs watching her journey, Smale’s advice skips the usual corporate jargon. Rather, she jumps straight to the point. She tells Entrepreneur, “There is never a perfect moment to start," and urges future founders to trust their intuition. "Sometimes you just have to back yourself before anyone else does."