Before I get into it - that thing you're manifesting? Make sure you’re really ready for it. Because when it arrives, it doesn’t always knock… sometimes it just bursts through the door.
It’s always a dance to know how honest to be when it comes to the inner workings of your business - especially when the truth pokes at your own insecurities or the moments you quietly file under “could’ve done better.”
But transparency has always been core to Not Basics, and this year has served up one of our biggest plot twists yet:
Our growth suddenly sped up. Dramatically.
Not Black Friday growth. Not “Sale season” growth. Just pure, steady, compounding momentum that's built over years - and then surged.
Over the past few months, something clicked. Sales picked up. Repeat purchases increased. Colours we expected to last months were gone in under three weeks.
And just like that, our lean and intentional stock strategy needed ripping up and rewriting.
So here’s what actually happened - and what we’re doing about it.
How we got here (the short version)
Last year, we moved to a supplier that finally let us order in smaller batches - a game changer after previously over-ordering (Oat and Sage Grey… we love you, but you were a lesson).
Earlier this year, 100 units of a colour was enough. Burnt Olive lasted three months. Outer Space lasted a bit longer.
But this autumn? Winter Berry, Charcoal, Forest Green… gone in under 30 days. And multiple bestsellers too.
We know how frustrating that’s been. You’ve told us. We feel it too.
What we’re doing about it.
Now available on pre-order – shipping in 5-7 working days:
We’re increasing our order volumes to match our growth - with a brand-new stock plan built with our supplier yesterday.
More stock. More stability. More of what you love. (Yes, Quarter Zips in new colours are coming.)
A final note - from me, not the marketer in me
Selling out might be a “good problem,” but it’s still a problem - especially in peak season. We’re stressed, we’re learning, and we’re adapting in real time.
Your shift toward natural fibres - toward clothes that support your skin, energy, and wellbeing - is what’s driving all of this. Not hype. Not trends.
Just people choosing better for themselves.
Thank you for your patience. Thank you for sticking with us. And thank you for being the reason Not Basics is moving into this exciting next chapter.
I have never felt more excited to see what the new year holds for us.
Im very new to Not Basics, only finding you in October and already I am an addict and have done multiple orders. Its rare to find stuff that is good quality in basics that you actually want to wear – and there hasnt been a thing I have ordered that I dont love. And honestly? Its refreshing to hear your real story and struggles – a good problem to have indeed, but no less stressful. I appreciate your candour and can’t wait to see what’s coming next – however my bank balance is please there may be a short lull!! Keep up the great work and great comms!
I’ve only just discovered you and had my first order. Brilliant quality and I’m sure if I choose my next purchase and it’s out of stock – it will be worth the wait. You’re doing a great job Amanda x
Yeah I wanted to buy the Marl grey sweat top however it is sold out 😔 wanted to match it up with the sweat track suit bottoms for my daughter’s Xmas
