Whitley Bay Couple Transforms Lockdown Project into Multi-Million Pound Business
Abi and Tom Reid, a Whitley Bay couple, launched Merwave during the 2020 lockdown. They built a business focused on wavy haircare. Their products now appear on Boots shelves in Newcastle and beyond.
Origins and early challenges
Abi spotted a gap in the market for wavy, not curly, hair. She had worked in marketing for Linden Homes. Tom ran social media and Facebook ad campaigns as a consultant.
They invested their life savings and began product development. Manufacturers initially demanded high minimum orders. The pair eventually secured a supplier in Spain.
Product development and first steps
Their signature Wavy Hair Kit contains five core items. It includes a cleanse shampoo, repair conditioner, wave cream, cast foam and protect gel. Two new products were added later.
Bottles were sourced from China and filled in Spain. Early stock was stored in their house and garage. Their first marketing shoot took place on Seaton Sluice beach.
Digital marketing and rapid growth
Abi demonstrates routines on Instagram, Facebook and TikTok. The brand amassed more than 100,000 followers on social platforms. Viral how-to videos and influencers boosted awareness.
Merwave took about £1m in turnover in its first trading year. Forecast sales for 2026 are roughly £5m. Growth was driven largely by social marketing and repeat buyers.
Retail deal and expansion plans
The brand launched in 215 Boots stores. Abi visited the Eldon Square store in Newcastle to see the range in person. Tom approached a buyer after spotting a gap on store shelves.
Negotiations moved quickly, with a decision made within months. The couple had avoided retail for almost five years. Their immediate goal is to increase store availability nationwide.
Logistics and European rollout
Order fulfilment moved from home to a Gateshead centre. That shift eased shipping demands and freed up time. A new EU warehouse is now opening to support European expansion.
Products are assembled in Spain, then shipped to Tyneside for distribution. The EU hub will improve access to European marketplaces.
Company aims and recognition
The founders want Merwave to define the wavy haircare category. Their stated goal is leadership rather than territorial dominance. Abi was named among the UK’s most inspirational female founders in 2022.
The couple juggle full-time business roles with parenting. Their daughter Mabel and son Atticus have helped with sampling and live videos. Friends sometimes still assume the brand is a side hustle.
The Whitley Bay couple turned a lockdown project into what is now a multi-million-pound business. They say the next steps are more stores and wider European reach.
