Entrepreneurs who bulk-sell household goods set to turn over £2MILLION08/12/2019
Cleaning up! Entrepreneurs who bulk-sell household goods like toilet paper and kitchen sprays online are set to turn over £2M – and put it down to the rise of ‘clean-fluencers’
- EXCLUSIVE: Aymi Duigan, 26, and Sonya Chatwani run Easho (Easy Shopping)
- Aymi, from Worcester, dropped out of university to grow celeb portrait business
- Won A-list fanbase including likes of R&B stars Rihanna, Drake and Nicki Minaj
- Teamed up with Sonya, 30, of London, whose dad works in wholesale industry
- Pair launched business selling discounted household products in bulk online
- Have collaborated with Mrs Hinch, with Easho boasting 247K Insta followers
A pair of entrpreneurs are set to turnover £2million after launching an online home and beauty business selling popular household products in bulk.
Dynamic duo Aymi Duigan, 26, and Sonya Chatwani, 30, tapped into the growing trend of people being more house-proud and enthusiastic about cleaning thanks to the likes of Instagram star Mrs Hinch.
They started Easho (which stands for Easy Shopping) 18 months ago, using the power of social media to boost their appeal to the younger market, and now boast more than 250,000 followers across Instagram, Facebook and Twitter.
Their top selling products include paper household products like toilet and kitchen roll, while a starter pack of cleaning products designed for students leaving home for the first time are also a popular buy.
Aymi Duigan, 26, and Sonya Chatwani, 30, started Easho (which stands for Easy Shopping) 18 months ago, using the power of social media to boost their appeal to the younger market
The pair now employ 10 people, with busy mothers and millennials their primary customers, and operate out of a warehouse in Middlesex.
Speaking to FEMAIL, Sonya said: ‘People like Mrs Hinch have really led this movement where people are very house-proud and like to show off their homes on social media.
‘Often influencers are portraying things that are unattainable, but everyone has to clean and people like to share pictures and cleaning tips.
‘We also get a lot of feedback from customers telling us cleaning helps with anxiety and they find it very satisfying.’
The pair now employ 10 people, and operate out of a warehouse in Middlesex selling household products in bulk
Aymi and Sonya, who claim to be ‘opposites’, met about two years ago, when Sonja became a consultant for Aymi’s existing business after her father invested in it.
Talented artist Aymi, from Worcester, has been selling drawings and paintings to friends and family and dropped out of her graphic design course at Birmingham City in 2013 to grow a business.
She began sharing paintings of celebrities she admired, including singer Rihanna, who took a shine to her work.
‘Maybe she was looking through her hashtags or something, but Rihanna saw my picture of her and just wrote, “You’re doper than dope”,’ Aymi recalled.
Talented artist Aymi, from Worcester, ran a business selling paintings of celebrities she admired, including singer Rihanna, pictured, who took a shine to her work
‘A couple of days later she followed me on Instagram and Twitter. ‘She continued to comment on my work, and wrote next to one post, “I want this”.
‘I had a message inviting me to her Diamonds tour two days later in Manchester. It was a very crazy moment and obviously I jumped at the chance. She invited me and I asked which piece she wanted.
‘She chose a simple piece I’d done of her – I’d posted it before I finished it, but she liked it like that, so I gave it to her.
Rihanna followed Aymi on Instagram and Twitter and left comments on her work, revealing she wanted to buy her pieces
Aymi also produced paintings of rapper Nicki Minaj, with Drake commissioning one of her portraits and presenting it to her during his show (pictured)
‘She said she loved my work and even to this day she comments, telling me to keep doing what I’m doing and offering her support.
‘That’s when I really realised the power of social media. She knew what she was doing commenting and helped bring me a fan-base.
‘Soon after, Drake commissioned one of Nicki Minaj while she was supporting him and things took off.’
Aymi soon found she couldn’t produce enough paintings to meet demand, so started to sell phone cases, sweat shirts and T-shirts to people around the world.
‘By then I’d learnt so much about on social media, I’d set up another business – a brand called Whizzboard, a hover-board,’ Aymi explained.
Aymi and Sonya decided to launch their business 18 months ago, with Sonya’s father being their first supplier
‘We had Brooklyn Beckham work with us on a video, supplied Costco, and had an investment from Sonja’s dad at his unit in South Ruislip, and Amy came on board as a consultant.’
Former investment banker and management strategy consultant Sonya, from Marylebone, London, said: ‘When I came on board with Aymi’s other business as a consultant, we just got along really well, but more than that we worked together really well as our skillsets compliment each other.
‘We’re quite different, she focuses on the creative and social media side, whereas I’m more focused on the business side.’
Sonya said her father and his brother have had their wholesale business for around 35 years but admitted it hasn’t ‘moved with the times’.
Sonya said her father and his brother have had their wholesale business for around 35 years but admitted it hasn’t ‘moved with the times’
‘Aymi and I were walking round it and realised nobody was using social media to sell these products in bulk or offering the wholesale experience with the wholesale discounts online,’ she said.
The women decided to launch their business 18 months ago, with her father being their first supplier.
‘We are completely separate businesses, but we’re not rivals,’ Sonya said.
‘They sell to corner-shops and pharmacies, whereas our customers are smaller offices, care-homes, dental practices and households.
An incredible 85 per cent of Easho’s traffic comes via mobile devices, while Mrs Hinch’s cleaning tips have an impacy on their sales increases.
Sonya said Easho’s primary customers are are smaller offices, care-homes, dental practices and households
The pair said their customers are their best marketers; they send them handwritten notes with their order and they share their experiences online (pictured)
‘A lot of the products Mrs Hinch promotes are products we sell, and we see an uplift in sales whenever she uses a particular product, like Zoflora, which saw a 100 per cent increase in sales,’ Sonya revealed.
‘We’ve worked with her a few times; we started when she had about 30K followers in August last year and sent her a box of her favourite items.
‘We also designed some special “Mrs Hinch by Easho” boxes for a giveaway.
‘She’s been a huge support to us and and has been great for the cleaning industry overall.’
Mrs Hinch, aka former hairdresser Sophie Hinchliffe, 28, now boasts 2.4 million followers – and Easho is quickly catching up.
The pair of entrepreneurs admitted they see an uplift in sales whenever Mrs Hinch uses a particular product, like Zoflora. Pictured: the Easho website, showing a sample of products it sells
Mrs Hinch, aka former hairdresser Sophie Hinchliffe, 28, now boasts 2.4 million followers. Pictured on This Morning in April
The Easho team interact with their 250,000 followers online and send personalised notes which each order
Sonya told FEMAIL: ‘We’re really thrilled with the growth. I’ve always had great aspirations for the business because I believed there was a market.
‘I thought it would take longer to reach this point, but it’s really motivated us to see people like this concept.
‘Our customers are our best marketers; we send them handwritten notes with their order and they share their experiences online.’
The achievement Sonya and Aymi are most proud of is teaming up with the organisation Beauty Banks, which aims to wipe out hygiene poverty.
Sonya and Aymi said they are ‘thrilled’ with the growth of their company and have teamed up with Beauty Banks, a charity which aims to wipe out hygiene poverty
Easho shoppers can donate items like toiletries and beauty products from a wish list, which are dispatched free of charge and sent via food banks to women who can’t afford them.
The collaboration came about after an Easho customer put the two organisations in contact with each other on social media.
‘It’s something we feel strongly about and are proud to be able to be involved in,’ Sonya said.
Source: Read Full Article