How AYM Studio Scaled Sustainably After Viral Demand Surge (Transparent Lead Times & Supply‑Chain Resilience)

Background

AYM Studio, a sustainable women’s clothing brand founded in 2012 by Alie Mackintosh, began with £14 of fabric purchased at a charity shop. By 2023, it had grown to £3.2M in annual exports to the US, Australia, and Europe and earned a prestigious King’s Award for international trade.

The Challenge

In April 2025, AYM experienced a viral boost—TikTok influencer Carys Whittaker drove a wave of traffic that overwhelmed production capacity. The company faced a four-day website shutdown and mounting customer frustrations. 

Strategic Response

• Managed Demand via Pre‑Orders & Limited Drops: AYM paused new orders temporarily and only relaunched with three popular styles to de-escalate backlog pressure.

• Introduced Transparent "Departures Board": The website now displays estimated lead times for each style, helping customers understand delays 

• Strengthened Supply‐Chain Resilience: AYM is shifting toward UK-based mills to reduce lead-time variability and align better with logistics needs

Outcomes

• Normalized customer satisfaction despite delays

• Downsized order volume to manageable levels

• Positioned for sustainable, scalable growth

• Elevated brand trust with clear communication

Lessons for Small Businesses

• Piloting pre‑orders before scaling avoids overselling and protects cash flow

• Transparency builds brand loyalty even amid service interruptions

• Local supply‑chain investment enhances agility and quality control

Reference:

• Curran, Niamh (May 08, 2025) Dressmaker now flying after becoming a victim of its own success. The Times. Business & Money.