When Morgan Hutchinson and her husband Brett returned to the U.S. after living in China for four years, Morgan noticed a significant change in her personal style. As a new mom, she needed more flexible clothing.
“I wanted to create a space for women going through similar transitions,” Hutchinson explained. She had previously co-founded Passport Panties, a lingerie brand, and wrote a blog called Blonde in Beijing. Seeing rising prices in the manufacturing world, she felt there was a need for more affordable options.
In 2016, they launched their first collection for BURU, a brand that combines stylish designs with functionality. BURU is primarily a direct-to-consumer brand targeting upscale shoppers in their 30s and 40s. With stores in New York City and Charleston, S.C., the company generates about $10 million in annual revenue.
What started as a family operation in the couple’s garage has grown to include its own manufacturing facilities in downtown Los Angeles, employing a full-time production team of 40 members, many of whom are family. “These family connections bring unique skills to the team, and we know every member by name,” Hutchinson noted. “We’re bringing back a personal touch to clothing manufacturing that’s often lost.”
Hutchinson, who grew up in a small town in Kentucky, recently shared her experience of growing BURU from a garage startup to a multimillion-dollar brand. Here are some key insights:
Create a Distinct Aesthetic
Despite the differences between Charleston and New York, the BURU stores share a consistent vibe. Hutchinson took the time to develop this atmosphere, featuring dark greens, pops of pink, and minimal decor that allows the clothing to take center stage. “I only wear my own designs,” she added.
Hire Thoughtfully
Hutchinson aims to keep her team small and focuses on more than just technical skills. “We prioritize a person’s ethics and personality over their specific experience. Skills can be taught,” she explained. “You can’t teach work ethic or energy level, so we lean into finding people who fit our culture.”
Be Cautious with Ad Spending
As a self-funded business, BURU’s growth relies on reinvesting revenue. “We do some paid advertising, but it’s on a smaller scale compared to other brands because we value organic growth for its authenticity,” Hutchinson said. The brand uses a hybrid agency for digital ads and keeps spending adaptable, changing ads every 10 days. “We recently joined ShopMy for affiliate links to track what works,” she noted. “Building organic relationships with influencers is essential.”
Engage with Influencers
Hutchinson often hosts Saturday micro-launches to showcase BURU’s clothing on different body types. “This resonates with our community, especially when we feature ‘taste-makers’—people with great style who influence others, even if they aren’t professional influencers,” she said.
For 2025, Hutchinson plans to focus on grassroots strategies by reaching out to influential women in local communities and events. “We want to extend our presence naturally through shared experiences and interactions,” she said.
Focus on Versatility
BURU caters to upscale clients with prices ranging from $260 to $420, like the popular “Mary Dress” ($428). Hutchinson understands her clients want value. “We style each piece in three ways to help customers envision different looks,” she explained. “Our goal is to create timeless pieces that appeal to various ages.”
Keep Innovating
Hutchinson intends to maintain BURU’s 80% direct-to-consumer model but remains open to new opportunities. “We’ve never done wholesale, but we’re designing a collection for Dillard’s, with custom fixtures in 36 stores,” she revealed.
Invest in Future Growth
“Unlike many fashion businesses, we own the building where our factory is located, as well as the equipment,” Hutchinson explained. “This gives us a solid foundation to scale if we decide to raise funds, though we have no current plans.” She acknowledges that opportunities often arise when least expected.
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