This Friday we chat to Michelle L’Huillier, founder of the Tom & Teddy swimwear brand. Brought to life by the ‘men’ in her life, she founded the brand in 2011 after realising there was very little in the market for colour and bold designs in men’s and boy’s swimwear. After creating her successful e-commerce site she is hoping to increase the wholesale side of the business.
Life before Tom and Teddy
Before starting Tom & Teddy, I worked in marketing and communications in the financial services industry. It might sound a world away from swim shorts, but it was the perfect grounding in brand strategy and storytelling. I’d worked for a global fund manager during a rebranding exercise, and it made me curious to see if I could create and grow an internationally recognised brand entirely from scratch.
Why swimwear?
I lived in Sydney for 10 years in the early 2000s and was surprised by how limited the options were for men’s swimwear. Most were grey, black or navy long boardshorts that felt heavy and held the water and largely targeted to a teenage audience. There was nothing with colour and bold designs that men could enjoy wearing, let alone something they could match with their sons. That gap in the market is really where the idea for Tom & Teddy began.
A typical week?
It really depends on the seasonal cycle. In the run-up to key events like Father’s Day or Christmas, I’m very focused on making sure our ads are resonating, the budgets are working, customer service is running smoothly and orders are leaving the warehouse on time. I also handle sales, so I’m regularly reaching out to potential wholesale customers and in between, I’m always on the lookout for design inspiration.
What is the best thing about your work?
I love being part of the design process and then seeing how they perform. I love creating a theme for each collection, working with designers, choosing the colourways and then watching it all come to life. This year we introduced a new botanical print which was quite different for us and it’s sold incredibly well.
Botanical print for 2025
What is different about working in this sector?
Being closer to the customer. You can see the reaction to a new collection almost instantly, whether it’s through wholesale buyers, online sales, or social media.
Whom do you admire in the industry?
It has to be Mary Portas. She’s so enthusiastic and passionate, but also incredibly knowledgeable about retail and brand. I really admire the way she combines creativity with commercial insight, she has a way of cutting through to what really matters.
If you were not working in this industry, what do you think you would be doing instead?
I’d probably be doing up old houses, something in interior design, with a lot of learning-by-doing on the DIY side. I love the idea of taking a space and reimagining it.
Any other ambitions for your brand?
I’d like to see Tom & Teddy better supported in the UK. We’ve built a strong presence in Australia and we’re well represented in the US, but the UK market has been harder to crack, perhaps because the swimwear season here is shorter. I’d love to see retailers like M&S giving more space to smaller brands. I understand the pull of established names, but there’s real value in showcasing independent labels too.
Life outside of work?
I like reading and writing poetry. I’ve heard there’s a place in Bristol where you can recite your own work, so my goal this year is to write something and then read it in front of an audience. Utterly terrifying.
Your greatest challenge?
COVID was incredibly challenging, we didn’t know if people would be going on holiday in the early stages, or if we’d have a business left at the end of it. In fact, we did really well during that time because people turned to online shopping. It was actually the period after COVID that proved tougher, as it became much harder to understand new buying patterns and whether a ‘new normal’ even existed.
Proudest moment to date?
I think my proudest moment was standing at my very first trade fair with our first collection. That was the moment it really hit me, we had a brand, and it was real.
On a personal level, it has to be adopting my two boys from birth. I was so emotional when they were born, I just couldn’t believe they had made me a mum. I’m constantly aware of how fortunate I’ve been; they are truly amazing. Even now, I get emotional just talking about it.
Michelle’s two sons – Tom and Alex in the launch collection some years back
Worst move so far?
It was probably ordering too much stock post-COVID. We’d done so well throughout that period that we could only see sales continuing to rise and we didn’t anticipate the levelling off that followed.
What do you think you will be doing in 10 years’ time?
In 10 years’ time, I’d love to be part of Mary Portas’ vision to reimagine the High Street. I can see myself working with brands to collaborate in shared spaces, creating places that feel like part of the community, where people genuinely want to shop.
The one product you can’t live without?
When I’m on holiday, it has to be a rash top, I can’t stand getting burnt, so I never go without one.
Time out?
I spend a lot of time with my sons appreciating every minute as they get nearer to leaving home. I love cooking especially in the winter and walking my labrador, Scout. I go on frequent outings to the cinema and love watching the boys play sport.
Pet Hate?
People on scooters snatching mobile phones, it makes me so much more wary when I’m out and about.
