This is part of uOpen’s 'Industry Insights' interview series - a valuable collection of informative and intelligent insights into how some of the UK's best-known and most-loved subscription box businesses came to be and got to where they are - all shared by the very people who made it happen...

Covering customer acquisition to fulfilment, this blog series offers a behind the scenes look at how the many moving parts of these complex, yet successful operations come together each month to satisfy the ever-growing demand of subscription box customers in the UK.

How did the idea for your subscription box come about?

One of our team casually mentioned that she was considering subscribing to a beauty box and we thought about how a box could work for the-stitchery.

What attracted you to the subscription box model?

It was all about how to appeal to more potential customers and take the angst out of selecting products that worked together. We also saw it as an opportunity to introduce new or unusual products to our customers.

How did you validate your idea and test the market?

We produced some test boxes in-store and showed them on an ad-hoc basis to regular customers, and then canvassed wider opinions from some focus groups. We got overwhelmingly positive reactions.

How did you acquire your first customers?

Via our website and active selling in-store.

Did you raise any seed or investor funding to help you grow?

None at all, the-S box grew organically from the-stitchery - a bricks and mortar shop with a regular turnover.

How long have you been running now and what are your most successful achievements and milestones so far?

the-stitchery is celebrating its 10 year anniversary this month (May 2018) and the-S box started 2 years ago. About 6 month ago we re-configured our physical retail selling space to create a dedicated box production area and created a primary selling space for the-S box in-store too.

With the rise of new boxes launching all the time, what do you see as your USP that sets you apart from your competitors?

the-S box is like a boxed version of a visit to the-stitchery shop. The buying and selection of product for both the shop and especially the-S box is so personal. The team who work in the shop, help by suggesting themes or colour ideas and telling us their top picks. We are about to introduce "loved by XXXX" and "this month’s team top pick".

How does your business continue to find new and exciting products to keep your customers engaged and excited every month?

We brief our supplier base on planned box themes and they are all extremely invested in providing product for inclusion. They help us with upcoming trends too. Our shop customers help us to gauge what is popular.

Have there been any particularly pivotal moments so far that have required you to make changes to how you operate?

Not yet, the-S box has had a smooth steady growth so far, we just continually factor in a month increase in numbers.

How large is your team? What type of roles do they have?

the-stitchery has a fab retail team of 6 sales assistants in-store - they are the backbone of cutting, collating and packing who squeeze in box production between serving customers. We also have a bank of helpers who come in when we need extra hands. We have a digital person too who manages all the social stuff, and me - I have the best job, I do all the buying and selection.

Across all operational areas of your business, what do you manage in-house and what do you outsource to external suppliers to support you with - and why is this?

the-S box is all in-house. we want the control over cost and quality.

What types of challenges do you face with fulfilment, delivery and customer service?

As sales ramp up, we have to work harder to manage all those areas. Haberdashery and fabric products often have joins or production faults, so we always have to factor in extra time to take account of that. We also have to build in extra time for cutting and folding different types of product.

How do you see the subscription box industry is evolving and what do you believe are going to be your biggest challenges over the next 12 months?

Customers are ever more discerning and to keep them loyal we anticipate that the-S box will need to  'smarten up' to meet expectations. We want to do that whilst maintaining the personal feeling.

What do you enjoy most about running your subscription box business?

I love love love my 'job'; it's the buying and range building aspect of putting together each box (both visually, and in a practical, creative way). I was trained as a retail buyer and it's what I do best.

What excites you about uOpen, and how do you see the marketplace featuring in your business' future?

It's one thing creating a product, but if your route-to-market isn't obvious, easy or available then there's no point in the product. uOpen is hopefully going to be key to reaching lots more customers.