Cucumber Clothing


Cucumber Clothing is a 100% British made luxury clothing and nightwear brand for women, catering for sizes 8-20, using a revolutionary intelligent fabric that keeps consumers looking and feeling cool. Made in London, the clothing company was founded in 2017 by Eileen Willett and Nancy Zeffman, having recognised the need for stylish, sustainable sleepwear and loungewear.

Since their launch in 2017, Cucumber Clothing has been featured in numerous publications, from Vogue, The Sunday Times Style Magazine and Dragon’s Den to Lorraine TV, with hundreds of testimonials from happy customers.


The Coronavirus (COVID-19) pandemic introduced various challenges for UK businesses. Cucumber Clothing had developed a solid plan for 2020, but the crisis put those plans on hold.

In an effort to manage and mitigate the impact of COVID-19, the owners registered with the London Business Hub Adviser Programme, to receive free one-hour support from a highly experienced business adviser. Financial support was needed, which started a conversation about financial assistance and the type of Government schemes available.

Additionally, Eileen and Nancy both sought advice on growing the business and improving their conversation rates, seeking to prepare for the post-COVID-19 business landscape.


A comprehensive diagnostic of the business was carried out during the first meeting, which led to an agreed resilience action plan for the COVID-19 lockdown and beyond, as well as offering expert advice to help address urgent areas of concern, such as cash flow.

To help grow the business, Nancy & Eileen were encouraged to focus on new priorities beyond the need for financial assistance and suggested using the time available to improve the positioning of the website to increase conversions and drive sales.

Nancy & Eileen were encouraged to re-think their current messaging and develop a sales strategy. To help grow their business globally, they were connected the female entrepreneurs and with the Department for International Trade (DIT) to explore opportunities to expand into new regions outside the UK.


The business applied and received the Bounce Back Loan in May 2020 which greatly supported its outlined plans. Despite the COVID-19 crisis, Cucumber Clothing recruited a new member of staff to assist with the marketing of the company.

The company received a proposal from a new fashion platform to list their brand. In addition, they signed an agreement with a company in the Netherlands to start selling the business’s clothing in their store, thus expanding their sales outside the UK.

The regular meetings helped the founders to think strategically and objectively about their business and helped them map out their vision despite being in a time of uncertainty, which in turn, has helped refine and enhance their strategies to achieve success.


“Our company has benefited both from the adviser’s long-ranging business expertise, which has helped to plug some gaps in ours, but also from his ability to be creative in his problem-solving. In each session, he has thrown light on areas of our business that has helped us to reassess and improve our approach. He has very much tailored his advice to our individual business needs and in this has been generous in sharing his many contacts.”

“As Co-founders of a start-up, we often find ourselves so deeply entrenched in the day-to-day of our business that it can become difficult to look at things objectively. Raj’s help has given us the opportunity to open up our vision, which in turn, has helped refine and enhance strategies towards success.”

Eileen Willett & Nancy Zeffman Founders & CEO of Cucumber Clothing