Following direct sales success and with online giants Asos, Zalando and Shinesty, the company has just opened its first shop in top French Alpine resort Meribel and looks to take turnover to a profitable £600,000 this year. A first external round of £400,000 investment combined with online retailing expertise may also be sought, says co-founder Aaron McLaughlin who has overseen OOSC’s colourful cocktail of onesies, jackets and base layers with affordable price tags buck a trend in Britain where firms producing snow clothing have struggled more than those catering for walkers and climbers. OOSC’s customers however now stretch beyond its core 18-35 years’ age group, as increasing numbers are captivated by its exuberant fancy-dress-in-the freezer designs.
Started by student friends and aspiring entrepreneurs Aaron McLaughlin and Nick Marsden, it evolved out of a larky one-off ski trip and vintage outfits they wore, bought from e-Bay.
“They smelt awful because they weren’t breathable, but they gave us a business idea and our eureka moment,” recalls managing director McLaughlin, a former manager with Enterprise car hire.
Their next move was to make prototypes. “But we came up against the comfort problems again. We were novices, the materials were vintage and the designs not fully functional. But people on the mountain loved the outfits and that taught us what could work,” he explains.
Stands over the next couple of years at the Ski Show in London netted more orders and the pair along with third co-owner Matt Hughes reinvested turnover while continuing to work full-time.
But as OOSC matured it was time for a re-think, says McLaughlin. “We looked for new suppliers at the ISPO outdoor trade show in Munich. We were no longer a novelty and attitudes among our demographic were changing significantly.
“We decided we were still small enough to replace our entire range with recycled materials and get ahead of the rest of the industry.
“We searched the Far East for the most innovative textile companies and now have five great suppliers working to our designs which have all the technical features.
“Over the time our perceptions have changed too, we are far more conscious and concerned about plastic waste and recycling. Now our outer wear is credible both technically and environmentally.
“Fifty recycled plastic bottles go into one of our suits and 30 in a jacket. The fundamentals are in place to expand more quickly. Jackets and base layers were new this winter and we’re introducing salopettes next.”
McLaughlin becoming full-time has resulted in other gains for OOSC including the agreement with Europe’s biggest online retailer Zalando, the significant supplier switch and taking up the invite to open in Meribel, which came from La Folie Douce, an apres-ski hospitality and entertainment company with venues in resorts across the Alps.
OOSC aims to grow that relationship with along with partnerships it has with travel and festival companies Ticket to Ride, The Ski Week and student operator NUCO.
Another with growing Hertfordshire-based digital marketing agency Novel “has been one of our best moves, thanks to them we have a very strong online presence,” adds McLaughlin who as well as developing a network of brand ambassadors in Europe has set up a France-based business to counter Brexit uncertainties.
Reinvested profits and private loans got OOSC underway as it pursued a careful growth strategy, but support from an HSBC trade finance agreement and backing through peer-to-peer lending marketplace Funding Circle have been crucial helping it cover the value of its wholesale orders and with cash flow.
“That has allowed us to be selective, control our risk and have enough stock to cover the discrepancy even if we sold at half price,” says McLaughlin whose goal now is to double revenue for the next three years and bring more UK and then US retailers on board.
www.oosc-clothing.com