MAI Clothing is an award‑winning, UK‑based ethical children's wear brand specialising in sustainable, organic cotton clothing for babies and children. Their collections feature distinctive animal prints, playful yet practical designs, and a strong commitment to sustainability, ethical practices, and organic cotton and plastic‑free production. Loved by parents who care about both style and the planet, MAI had already proven there was strong demand for its products and was achieving excellent sales results.

Behind the strong brand and growing demand, a critical structural issue was holding MAI back:

• Supply constraints were stifling growth

MAI’s existing supply setup could not reliably keep pace with demand. Lead times were long, production cycles were inflexible, and stock availability was inconsistent, putting pressure on customer satisfaction and sales momentum.

• Cash flow was under strain.

The business had to pay for goods well in advance, tying up large amounts of cash in production and inventory. This created a squeeze: money that could have been used for marketing, new designs, or operational improvements was locked in stock, limiting MAI’s ability to seize growth opportunities.

• Growth potential without the engine to sustain it

MAI had clear product–market fit and a powerful brand story, but its operational model and supplier relationships were not set up for scalable, sustainable growth. Without fixing the supply and cash‑flow dynamics, further growth risked becoming more stressful rather than more profitable.

Million Circles worked closely with MAI Clothing through coaching and advisory support, aligning people, processes, and partnerships to unlock sustainable growth.

Together, they:

Diagnosed the fundamental constraint: the supply–cash flow loop

• Mapped MAI’s business drivers to understand where value was being created and where it was being constrained.

• Identified that the most significant bottleneck was the combination of long supplier lead times, advance payments, and constrained cash, rather than a lack of demand or weak product.

Identified and secured a strategic supply partner

• Collaborated with MAI to identify a new supplier capable of delivering:

  • Consistent, reliable production

  • The high-quality and sustainability standards are central to MAI’s brand

  • More favourable terms that would ease cash‑flow pressure

• Evaluated potential partners not just on price, but on alignment with MAI’s ethical values, quality expectations, and growth ambitions.

Crafted the basis of a partnership‑driven model

• Million Circles played a key role in structuring the partnership, helping define:

  • Expectations around quality, timelines, and communication

  • Commercial terms that reduced the burden of paying too far in advance

  • A framework for collaboration that treated the supplier as a growth partner, not just a transactional vendor.

• This shifted MAI’s supply chain from a vulnerability into a strategic asset that could support scaling.

With Million Circles’ involvement:

• Supply became more reliable and strategically aligned

MAI secured a trusted manufacturing partner that could deliver high‑quality, organic cotton garments consistently, in line with the brand’s sustainability standards.

• Cash flow pressure eased.

By changing how and with whom MAI sourced its products, the business reduced the strain of paying heavily in advance. The freed-up cash now could be redirected to growth activities such as marketing, new product development, and brand building.

• Growth opportunities could finally be pursued with confidence

With a more dependable supply and a better cash‑flow profile, MAI could move from “growth despite the system” to growth supported by the system. Its supply chain no longer held the business back, and it could plan with greater clarity and confidence.

• A stronger, more scalable business model

MAI now has a partnership‑based supply model that supports its long‑term ambitions: expanding ranges, serving more customers, and amplifying its impact as a sustainable, ethical children's wear brand, as well as introducing new verticals into the business for further growth.