In 2018, I started my business Must Have Ideas from my kitchen table with just £3,000 and a head full of ideas. Fast-forward seven years and we’re now one of the fastest-growing e-commerce companies in the UK, recognised in The Sunday Times 100 Fastest Growing Companies of 2024 with an annual turnover of £65 million. Our growth is beyond our wildest dreams, and it’s something I’m incredibly proud of. But what I’m most proud of is building a business with purpose, not just profit.
How It All Began
Now specialising in innovative household solutions, the initial vision for Must Have Ideas was for it to become a modest lifestyle business. Our journey began with a silicone antibacterial sponge we discovered while on holiday, a simple alternative to traditional sponges. We brought it back to the UK and named it Hygiene Hero. It struck a chord with customers, selling out quickly. Together with my Must Have Ideas co-founders, my husband, Rob, and our friend Chris Finch, we began exploring other unique product ideas that solved everyday problems. There was no master plan, just curiosity and a genuine desire to offer helpful, affordable solutions. Our approach was straightforward – we’d simply test products, see what resonated with customers, and repeat.
Growing with Determination
The early days were filled with tough calls and tight budgets. We chose to grow organically, without outside investment, reinvesting any profits straight back into stock. This kept us in control of our vision and values. Every win was earned, and every setback taught us something valuable.
As a young woman in business, I often felt underestimated or that I wasn’t being heard. Some saw it as a hobby or side hustle. That only made me even more determined to prove that our business wasn’t just viable, it was powerful, profitable, and scalable.
Building a Brand That Connects
From day one, we focused on making connections as well as conversions. Social media gave us the platform to communicate directly with customers, using short, engaging videos showcasing our products, and discovering our demographic. By creating highly targeted ads, we built a community around our brand and our products. Over time, our marketing has evolved into email campaigns, influencer collaborations, and customer reviews. However, the most powerful tool has always been word of mouth. When someone discovers a product they love and tells their friends, that’s priceless.
The Power of People
None of this would’ve happened without an incredible support system. Rob and Chris bring their own unique strengths and personalities to the business, and that complementary balance has been key when making collaborative decisions. I’ve also been lucky to have an amazing team that genuinely cares about the business and our customers.
Outside the office, I’m mum to two wonderful girls. But running a business and being a present parent is not without its challenges, and I’m fortunate enough to have the support of family.
Being a Woman in Business
There’s no denying that being a woman in the business world brings its own set of challenges. Like many women, I’ve had to work harder to be heard and prove my capability more than once, facing scepticism, prejudice, and underestimation. I’ve encountered people surprised that I’m the correct person to speak to or who ask if I can refer them to someone more senior. But being underestimated has only fuelled my resilience. I’m proud to be part of a growing movement of women who are building brilliant businesses, and I want to see more of us supported and more of us celebrated.
What the Future Holds
We’ve only scratched the surface. With a brand-new 60,000 square foot warehouse and a team of 200, Must Have Ideas is building for the future. That includes expanding into new markets with an eye on developing more of our products in-house. We’re also investing in eco-conscious packaging and working with suppliers who align with our values. Growth matters, but it has to be responsible too; that’s why we’re proud to be an accredited Living Wage Foundation employer, ensuring that all our employees receive a fair wage that meets the cost of living.
Lessons I’ve Learned
One thing I’ve learned is you don’t need to have everything mapped out from the start. We started with curiosity, we didn’t wait for perfect conditions, we just began.
I’ve also learned that, as well as the data, the most valuable insights come directly from our customers; their feedback has been invaluable and helped shape our business in ways we could never have imagined.
Most of all, I’ve learned that building something meaningful takes time. It’s about showing up, staying curious, and doing the work every day.
About Amy Knight
Amy Knight is a 28-year-old entrepreneur, owner and Director of Must Have Ideas, one of the UK’s fastest-growing e-commerce retailer companies.
In 2018, she graduated with a Law degree from the University of Kent. During her studies, she worked as a warehouse manager at Ecoegg, a company that makes innovative, environmentally friendly household, laundry and cleaning products.
After completing her degree, Amy remained at Ecoegg and moved into the position of Head of Supply Chain Management, where she worked for five months.
Amy didn’t take long for her entrepreneurial spirit to take over when she decided to do things her own way within the world of household and cleaning products.
Teaching herself digital marketing and all there is to know about social media, Amy took her first entrepreneurial steps into e-commerce - selling household goods and cleaning products by setting up Must Have Ideas with her co-founders Rob Knight and Chris Finch.
From starting the business with an initial investment of £3,000 (£1,000 from each founder), today the business is generating an annual turnover of £65 Million.
• In 2023 Amy was featured in the Forbes 30 Under 30 List for Europe, Retail and e-commerce category.
• In 2024 Must Have Ideas is featured on The Sunday Times Fastest Growing UK Companies List
• In 2024 Amy became an LDC Top 50 Leader – supported by The Times
• The Must Have Ideas TV Shopping Channel was launched in August 2024
Amy lives in Maidstone, with her husband Rob and her two young children.
www.musthaveideas.co.uk
