When Nahji Chu faced losing her company, MissChu, earlier this year, she was asked by prospective buyers if she planned go into competition with the MissChu brand should she lose a place in the company. Her answer was clear.
“Unequivocally yes,” says Chu with passion. “I will take the face away from the MissChu branding because no one else owns the refugee visa and no one owns my politics. The brand doesn’t come with any of that, or my tone of voice or my recipes.”
Chu boldly declared that she would create a MsChu to compete with MissChu. It was an audaciously honest response.
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Chu has just shared the news that despite the Sydney stores going into voluntary administration, MissChu Holdings Pty Ltd (a company controlled by Mawson Group and Chu) has been able to buy the company back, with Chu retaining a leading role in the brand as its creative director. Today she’s sitting surrounded by paperwork and telephones, with a pot of green tea brewing. She’s come through a shit-storm and she’s finally ready to talk about it.
Going into voluntary administration…