Sock 'frustration' leads to mum's business success

A mum who started a business making trousers with socks sewn in is “thrilled” to be up for a national award.

Natalie Hull, 45, from Dowdeswell, near Cheltenham, came up with the idea of Sockatoos in 2016 after her two boys were constantly losing their socks.

“I looked online for a solution but when I couldn’t find one, I had a lightbulb moment to design my own," Ms Hull said.

As a stay-at-home mum on a career break she said starting her own business felt like something she could do around her children. She has now been nominated for a Mother and Baby Award.

Ms Hull said: “I don’t know what it was about my two in particular but they constantly kicked off their socks and you’d lose them in the soft play.

“Or you’d realise when you got to the till in the supermarket there was a sock missing and you’d have to traipse back to try and find it... or lose it in the car, down the back of the sofa, or the washing machine would swallow it.

"So my business idea was based on my own frustrations as a parent."

After drawing designs, Ms Hull approached Cheltenham company D2M which helped her design a prototype and find a manufacturer.

She took it to market in 2017, selling her first product that year.

“When you have small children, these things do take time and I wasn’t able to give it the 120% you need to get a business off the ground, so it’s really been a labour of love around the children," she added.

Ms Hull said being up against big brands for the Innovation of the Year award is “incredible”.

The awards will be held on 26 November in London.

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