Meet Amy Knight, the force behind Kent’s booming e-commerce brand Must Have Ideas
From starting a business in her spare room at 21 years old to building a £65 million turnover company with a 200-strong team in just six years, Amy Knight’s journey is nothing short of remarkable. She is the founder of Must Have Ideas, one of the UK’s fastest-growing e-commerce brands.
Based in Snodland, Kent, Must Have Ideas specialises in innovative, problem-solving household products. In Amy’s words, the business is all about making home tasks “quicker, easier, cleaner and better” with unique items you won’t find on typical supermarket shelves.
So, how did it all begin? Amy was studying law at the University of Kent whilst also working full-time as a warehouse manager and then head of operations. That hands-on experience sparked a passion for business and confirmed she was more drawn to entrepreneurship than pursuing a legal career.
With £1,000 invested between herself, her husband Rob Knight and friend Chris Finch, Amy took the leap to launch Must Have Ideas. “Our first product was a silicone sponge we discovered while on holiday in the US, which we brought back to the UK and branded as the Hygiene Hero,” she explains. “What started as packing orders on our dining room table has grown into a thriving business with our own 40,000 sq ft distribution centre in Kent, employing 200 people and dispatching over 9,000 orders a day.”
Amy credits much of the company’s rapid growth to its carefully curated range of problem-solving products and to understanding her audience early on. “We identified our core demographic quickly and knew exactly where they spend their time online. That’s why we now invest around £2 million a month in Meta advertising,” she points out. “Through highly targeted Facebook and Instagram ads, we’ve built a strong following and community around our brand and products.”
At the heart of Must Have Ideas’ success is a data-driven approach to marketing. “I always say the key to our success is how we use our data,” Amy shares. “It’s all about smart, straightforward marketing and making sure the right people see the right products at the right time.”
Equally important are the values behind the brand. As a family-run business, customer care is non-negotiable. “Our motto is simple: treat every single customer the way we’d want to be treated ourselves,” Amy continues. “We stand by three core promises: fast delivery, a 100-day money-back guarantee and an easy returns process. Our phones are open from 8am to midnight, seven days a week, and customers can contact us by phone, email, live chat, WhatsApp, social media or even by post. And yes, we do receive messages by post! All our products are delivered within a two-day window – otherwise, the order is free. We understand that if we look after our customers, they’ll come back.”
Heading up a 170-strong team is a big responsibility, but Amy has taken it in her stride. She quickly discovered the importance of leading with kindness and genuine respect for her employees. “We spend so much time at work, so it’s vital that it’s a place people enjoy being, she says. “I think the team really appreciate when they’re looked after. They’re so important and we couldn’t do it without them. We’re proud of the perks we offer, like free breakfast, free car washing and being a Real Living Wage employer. We truly believe it’s the right thing to do, and as leaders, we put a lot of focus on making sure our team is happy at work.”
Scaling at speed inevitably brings challenges. For Must Have Ideas, the Covid-19 pandemic struck early in its journey. At first, lockdown drove a surge in demand, with the company quickly selling out of all its stock and barely able to keep up. However, eventually, the disruption kicked in, and – coupled with a global shipping crisis – the pressure mounted. “Container prices skyrocketed from £2,000 to £22,000, and we had to make the difficult decision to suspend shipping on some of our larger items until costs stabilised,” Amy reflects.
In a fast-paced business, shipping times and costs can change overnight. The challenges faced during the pandemic gave Amy and her team invaluable lessons in navigating supply chain disruptions – insights that now play a crucial role in their ongoing scaling strategy.
Must Have Ideas’ remarkable success has earned it widespread recognition and multiple prestigious awards. Earlier this year, the company was ranked fourth overall in the Elite Business 100. It has also been featured in The Sunday Times 100 list of the UK’s fastest-growing companies, and in November 2024, was named ‘Established Business of the Year’ for the South East at the Allica Bank Great British Entrepreneur Awards. As a testament to her leadership and entrepreneurial spirit, Amy was honoured on the Forbes 30 Under 30 list in 2023.
Amy reflects on this recognition: “It makes us incredibly proud and is a powerful reminder of our team’s dedication and success. I also really want to be a great role model for my two young daughters, and moments like this make the tough times feel worthwhile. We love celebrating these achievements with our team and acknowledging the amazing work they’ve done to help us grow and reach this point.”
Beyond awards, there are even more milestones to celebrate. This year, Must Have Ideas welcomed its 8 millionth customer! Amy also shares her excitement about the launch of the brand’s very own TV shopping channel, marking a bold and innovative step in reaching and engaging even more customers. “We always wanted to do this, but the traditional high costs involved with broadcast made it very difficult. Using our in-house AI system, named Spark, we’ve been able to interact with our customers in a whole new format.”
Must Have Ideas has bold plans for the future, aiming to have one of its products in every home across the UK, as well as exploring opportunities to expand into new international markets. This business – and Amy’s unique, inspirational story – proves that big ideas can start small and grow into something truly extraordinary.
