Home Content MorphCostumes CEO on how a strategy overhaul saved the business

MorphCostumes CEO on how a strategy overhaul saved the business

Fraser Smeaton turned MorphCostumes into a multi-million-pound business but had to reinvent when it became a victim of its own success

Fraser Smeaton co-founded MorphCostumes with his brother and a friend in 2009 in Edinburgh. It began as a side hustle specialising in a particular kind of striking, head-to-toe party costume made of Spandex, the "Morphsuit". An immediate success, the co-founders quit their jobs and the company turned over £1m in its first year.

However, by 2014 it was clear the company was becoming a victim of its own success. The product was no longer novel and the business was in real danger of going under. In this episode of the Business Leader Podcast, Fraser Smeaton explains to Dougal Shaw how they were able to reinvent themselves to find success all over again, in a new guise - with lessons for others.

Related and recommended

Otto Car CEO: ‘Cultural shifts’ are business opportunities

Otto Car CEO: ‘Cultural shifts’ are business opportunities

The auto industry entrepreneur believes smart pivots can be the start button to fire up business success

How to prepare for any negotiation

How to prepare for any negotiation

Knowing how to get agreement between two parties is key in business. Two experts who have dealt with life-and-death negotiations offer their insight

Hilton EMEA President: Diverse customers need a diverse team

Hilton EMEA President: Diverse customers need a diverse team

The hotel executive believes the hospitality industry needs to be proactive in hiring to reflect society

Sir John Hegarty: See AI as a partner, not a tool

Sir John Hegarty: See AI as a partner, not a tool

The legendary ad exec believes leaders should collaborate with the technology, rather than use it as a tool

Apply to become a member

Click here to review our privacy policy.

Start your journey