CASE STUDY
Brastop Ltd
and Curvy Kate Ltd
Restructuring two businesses, easing the transition to a new MD, and unlocking new growth opportunities.
Key Improvements working with James
Reorganised structure
New & exciting partnerships
Improved financial controls
London Moonwalk Sponsor
About the business
Founded by Steve Hudson in 2003, Brastop Ltd is an online company specialising in beautiful lingerie, from a range of brands, for women with larger busts. Brastop started with 3 small lingerie stores based in and around London, with a focus on plus-size fittings. Steve and his small, dedicated team wanted to supply their customers with all the best D-plus brands, but found it hard to give them the choice and fit they deserved.
In 2006, they designed and produced their own fuller figure range — fun, fashionable and beautifully fitted. Launched through the 3 stores, it quickly out-sold more established brands. Curvy Kate Ltd was born. It is now one of the UK’s leading lingerie brands, employing 45 members of staff, stocked in over 400 retailers worldwide, with a combined social media following of more than a million.
The challenge
Steve had been at the helm of both companies since the beginning, but after 20+ years he was no longer enjoying the role of MD. Despite having a great team around him, Steve felt tired and frustrated managing the everyday operations of both Brastop and Curvy Kate. He was full of creative business ideas which he’d share with his team, but with no time to develop them, his team often felt overwhelmed and unsure of what was expected of them. Steve also often felt isolated and alone.
His job was to lead, inspire and motivate his staff — not offload onto them. He needed someone outside the business who would be objective but supportive; someone who could act as a sounding board and challenge his thinking; who could bring clarity to his ideas and help him look at the bigger picture.
Enter James Akin-Smith.
James started working with Brastop and Curvy Kate at a time of considerable change. Steve had recently appointed a new MD: Rachel Jenkins had joined Curvy Kate in 2012 as Head of Sales, worked her way up to General Manager by January 2018, and in August 2020 — in the middle of the Covid pandemic — took over the role of MD from Steve.
This should have been the perfect partnership: Steve is a brilliant ideas man but not always great at implementing them; Rachel was process-driven with the organisational skills and drive to deliver Steve’s business vision. More than that, she shared Steve’s passion for the brand and its ethos, and knew the company and its products inside out.
However, after spending considerable time with Steve and Rachel via Zoom and face-to-face meetings, it became clear to James that:
a) the companies needed restructuring with a more rigorous financial system in place; and
b) both Steve and Rachel were struggling with the transition and their changing roles.
James’ input and support
Team — With the security of Rachel at the head of the company, James helped Steve organise the structure of the business, ensuring there was a more robust management team in place. This enabled Steve to step back into a ‘visionary’ role.
Money — James also helped Steve oversee the implementation of a new internal IT system across both businesses, ensuring much greater and more stringent financial controls with easily accessible, transparent information; and a CRM strategy ensuring all staff have access to the same up-to-date customer data and could track processes, sales, service and response.
The results
Time — Steve was the Founder and driving force behind the business. It was really difficult for him to relinquish MD control, even though he knew it was the right move. This was affecting Rachel’s confidence — she was struggling to establish her own identity as MD and needed to know that Steve trusted her to fulfil the demands of her new role.
James helped Steve get away from feeling that he had to be involved in every aspect of the business. He encouraged Steve to embrace the Visionary role and the opportunities it could bring: still having significant authority, but without the responsibility of day-to-day business and financial decision-making. Steve could have a life outside work and the time and freedom to pursue his creative business ideas; Rachel had the skills to implement them.
James helped both Steve and Rachel navigate what could have been a very challenging transition, bringing them to a place where they both felt confident and at ease in their new roles — recognising and valuing each other’s talents and abilities, and getting the best from both.
In their own words
“James was extremely helpful to me and the business — he’s a great listener, very patient in listening to me and the business challenges we were facing, and always gives good constructive feedback. The work we did with James helped us relocate the business and totally restructure it, including bringing in brand new internal IT systems. James has been a constant for us through all of these challenging times — including the Covid experience! He gives excellent, solid advice and is a great sounding board. Quite simply, when you’re struggling to find direction, James is a safe place to go.”
Steve Hudson, Founder, Brastop Ltd
“James enabled us to have challenging and difficult conversations which led us to have in place the right things for the business. He helped develop our individual roles — mine as MD and Steve’s as the Chairman and visionary. James gave me confidence in my own ability and really helped me look at how and why it was my role to take Steve’s vision and make it work operationally.”
Rachel Jenkins, MD, Curvy Kate Ltd
A notable achievement
Curvy Kate has partnered with breast cancer charity Walk the Walk as the official bra supplier for the iconic London Moonwalk, supplying more than 7,000 A–G cup bras for the walkers. For 25 years, Walk the Walk’s trademark has been the decorated bra — a powerful symbol that has raised awareness of breast cancer, encouraged people to become more active, and helped raise an incredible £137 million.
Find support to steer your business forward
Are you looking for a way to move your business forward? James has worked with a wide range of businesses to help leaders gain the perspective they need to make better decisions. If you’re ready to gain experienced support and guidance, get in touch to start the conversation.
