Midnight City: From Zero to Millions in the first Year

2 Oct 2025 · 0 min

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0:28

YouTube talk by Matthew Kelly describing the creation, growth, and exit of the fashion brand Midnight City. The speaker says he built the brand from scratch, reached over £1 million in revenue in the first year, grew to over £3 million in total revenue, operated a bespoke/held-stock model (not dropshipping), and exited the business in 2021. The video will include later discussion of the exit and lessons learned.

Questions this video answers

Over £1 million.

Over £3 million.

2021.

Completely bespoke, holding all stock (not dropshipping).

And then I built a brand called Midnight City, which you probably you might be familiar with. Go and search. Obviously still exists. Now I'll get into the story of what happened later on with that. But I built from nothing to over a million pounds in revenue in the first year. Completely bespoke, like a proper brand, not dropshipping, holding all our stock. I designed everything myself, really, just making stuff that I wanted to wear and couldn't find on the market for a reasonable price, especially in the uk. I saw a real big gap in the market, ended up doing over £3 million before I ultimately exited that business in 2021, which I'll get on to later on as well.