I started selling clothes from my nana’s house – now I’m turning over £10m
I started selling clothes from my nana – Olivia Prince, the founder of Murci, began her journey in a modest setting. What started as a passion project in her grandmother’s home has since evolved into a successful fashion brand generating over £10m in annual revenue. The brand’s unexpected rise to prominence has brought it into the spotlight, even featuring on the popular TV show Love Island.
Her path to success began with a placement at Boohoo, a major UK fashion brand. After completing that, Olivia took on a receptionist role, where she first experimented with selling clothes online as a side venture. The idea took off, leading to rapid growth and a significant milestone when The Times listed her label among the 20 fastest-growing companies in the country in June.
“I think one fear of mine was going to university and not being able to secure a job in my desired field,” Olivia reflected. “So getting a placement, even if it meant an extra year to graduate, felt like a strategic move to gain experience.”
Olivia, originally from Conwy, has always been drawn to creative expression through fashion. While studying fashion buying and merchandising at Manchester Metropolitan University, she dreamed of making a mark in the industry. Her placement at Boohoo became a turning point, offering her a rare opportunity to establish herself in the competitive world of design.
During the pandemic, Olivia worked as a receptionist in a quiet building, using the downtime to focus on her side hustle. She began purchasing and reselling garments from wholesale sites, eventually rebranding the venture as Murci. The name, she explains, was chosen to reflect the brand’s distinctive approach, which blends creative designs with practicality.
“You had to make a really creative CV to show off your skills… I can’t draw, but I thought, ‘how cool would it be to have this leather jacket with my CV all across the back of it?’” she said, highlighting her unconventional methods.
The breakthrough came in 2021 when Millie Court, a contestant on Love Island, wore a Murci two-piece outfit. The viral moment led to a surge in sales, with hundreds of orders pouring in. Olivia spent the following day handwriting labels and fulfilling shipments, marking the start of her transition from a part-time project to a full-time business.
With her team now exceeding 35 members, Olivia has expanded Murci’s operations, including establishing new headquarters in Manchester. Her brother Thomas, a former accountant, has also played a key role, helping set up the brand’s US distribution center after a 10% global tariff was introduced. “We already do 30% of our business in America,” Olivia noted. “Brands spend millions to enter the US market, but we’ve managed to make it work with the same ads.”
Olivia’s story aligns with the UK’s booming side hustle economy. According to a Financial Times report, 49% of adults own a second income source. Shankha Basu, a marketing professor at Leeds University Business School, attributes this trend to economic pressures, the desire for diversified income, and the influence of social media. “The UK has a bustling side hustle culture,” Basu observed. “It’s not just about making money on the side—it’s about building something sustainable.”
From her nana’s house to a corporate office, Olivia’s journey reflects the power of small beginnings. Her brand’s unique look, defined by placement prints, has set it apart from mainstream retailers, proving that innovation can emerge from the most unexpected places.
