Susie Cullen, who runs a thriving childrens’ outdoor clothing company from Hingston Farm near Bigbury in Devon has beaten hundreds of other inspiring business women to win the 2004 Natwest Everywoman Athena award. Among the judges were Party Cakes and Sugarcraft founder Jane Asher, Minister for Small Business and Enterprise Nigel Griffiths and Editor of Financial Mail on Sunday, Lisa Buckingham. Nigel Griffiths said of the Awards, “We are delighted to recognise, honour and celebrate the outstanding achievements of women in enterprise.”
Susie’s own comment was, “I am very proud to receive this award which recognises the small part Muddy Puddles has played in rural regeneration in the South Hams, [her local District Council] and the personal obstacles overcome in building an increasingly successful business. It means a great deal to me, and to the people who work with me, not least my husband John.”
Susie set up Muddy Puddles nearly ten years ago when she couldn’t find clothes to keep her young children clean and dry in the wettest and muddiest of conditions on the family farm. She discovered materials that were hard wearing and machine washable and, in lieu of patterns, simply laid her children on the floor and drew round them! Her designs are comfortable, fun and easy to wear incorporating long backs on jackets for keeping bottoms dry and elasticised hems for a snug fit over wellies, as well as all-in-ones .
Friends were so impressed that Susie started making clothes for their children and since then the business has expanded with over 90 retail outlets, including agricultural and garden centres, and a successful mail order service and website. The business took a giant leap forward as a result of the Foot and mouth Crisis in 2001, when it became clear that the long term future of the family was more likely to be assured by Muddy Puddles than by the cattle, sheep and arable farm. Susie’s husband John continues to run agricultural enterprises from the farm, and has joined Susie’s team as IT and Sales Manager.
With sales increasing by 150% last year over the year before, Muddy Puddles continues to advance. This January the business is completing its move out of the house into a converted barn across the yard which will provide quality space for meetings, stock and sample storage and day-to-day work. Susie still designs the clothes, now sourcing fabric and manufacturing from China and Macedonia, though still using the farm for some garment finishing and spot-check Quality Control. She has just launched two new lines of 100% waterproof jackets, trousers and dungarees – in this season’s hottest pink for girls, and camouflage for boys. Both new lines are already flying off the shelves, and will be shown for the first time at the Premier Kids Exhibition in Birmingham’s NEC at the end of January.
