Tom Pyne is the founder and director of Chelsea Peers, the modern loungewear and stylish-sleepwear brand which is committed to creating high-quality loungewear for every day of the week and every occasion.

The brand offers a diverse range of lines from maternity and curve to menswear, resulting in an all-inclusive collection. As part of its core values, Chelsea Peers has made it their mission to become a more sustainable brand. Its journey is ongoing, but the brand is taking positive steps to create a better future for the planet, this includes using recycled yarns made from plastic bottles, alongside recycled packaging, biodegradable polybags, and a paperless returns policy. In addition, Chelsea Peers supports One Tree Planted which plants a tree on behalf of the customer with every purchase.

How do you prepare for all the unknown obstacles when running your business?

It is very hard to prepare fully for issues that might arise but by surrounding yourself with great people and a support system makes dealing with problems easier. For example, just before Christmas in 2021, we experienced some delivery issues which certainly took its toll on our Customer Service team who were working round the clock to address customer’s concerns. We strive to exceed expectations in everything we do so this was a difficult time for the team but by shifting stock to an alternative warehouse in record time and putting all staff within the business on the customer service rota we managed to mitigate what could have been a much bigger problem for the business.  


What’s the biggest lesson you’ve learnt so far as an entrepreneur?

System and people are fundamental for scalability. Bringing in the right people to support growth from both a culture and experience perspective is key to business success and growing a brand. 


What are your responsibilities as a business owner?

My main task is balancing the short- and long-term strategic goals for the business whilst keeping the team motivated and supported through everyday processes but also the hurdles, should they arise. I find that building workflows to allow us to grow as a team helps us to work efficiently and in an organised manner. 


What does your business offer its target audience?

A premium product at an affordable price point. The loungewear market is becoming extremely saturated, so it is all about identifying new gaps and opportunities to create new and on trend products that are in demand. Currently, there is a strong desire to feel presentable whilst remaining comfortable, getting your hands on quality loungewear to achieve this can often come at a cost. Chelsea Peers’ collections are not only comfortable but stylish too. 


How do you set yourself apart from other businesses in your industry?

We try to not let margins effect the decisions we make; we listen to our customers first and work collaboratively. 


With all the success stories around entrepreneurship and how innovative people have to be to take the leap. How do you think you’ve innovated your sector and why?

Working with an amazing creative and supportive team I feel we have been able to innovate our products without any creative boundaries. 


What’s the single most important decision that you made, that contributed to your business?

Empowering members of our team to take control and be responsible. Flexibility is something I believe is the core to keeping the team happy, plus it provides a more balanced work life and allows them to manage their time better. We find that many of the team do still want to come together in the office for a few days a week because it is a place that they enjoy being in rather than feeling like a constraint. 


Is it still possible to build a strong and successful business without social media. If yes or no, why?

Of course. Social media is only one way to engage with an audience. It plays an import role in building your community in the digital world but this can also be achieved through many other channels. 

What are your top tips for entrepreneurs wanting to get their business out there? 

• Selling is the key part of any business 

• Making sure that revenue streams are kept running and spending efficiently 

• Everyone makes mistakes and they are lessons to learn from 


Has the COVID-19 crisis placed more pressure on the mental health of business owners?

Covid-19 caused unprecedented disruption to many businesses and with that, put a lot of pressure on many business owners. But we aren’t alone, it’s been a difficult time for everyone for many different reasons, so it’s important we all support each other as best we can to continue to move forward.