When I mentioned to my partner that I was off to interview Butlers in the Buff, she asked “can I hold the microphone, please?”
Something about fit, handsome young men swanning about with their bums on display had sparked an interest in my work that had hitherto been dormant.
And that is the simple, brilliant idea behind the Butlers’ business: women like to waited on by handsome, toned, semi-clad male hosts. And they will pay for it.
I asked Stacey Lynn, one-third of the management team behind Butlers in the Buff, how the business started.
“Our MD, Jason Didcott, had just left the navy after 15 years when he had the idea of creating a naked butlering service. The girls raved about the first event, so he recruited a few other guys, including Will Jones, our other business partner, to do more.
“At first it was a bit of a hobby, beer money and a laugh. Over time they realised they were onto something. They asked me to join the team to manage PR and marketing.
What sort of press coverage did you get?
“All our guys are attractive and toned, they are scantily-clad, and it makes a good news story. We got a lot of press coverage.
“Slowly but surely we recruited more butlers — we always go for ‘boy-next-door’ types who look after themselves — and the business took off.”
Did you get any professional advice back then?
“In the beginning we all had other jobs and worked on Butlers in the evenings and weekends. We didn’t have an office. We hatched our plans in the pub.
“I think it was around that time we went to see an adviser at BRAVE Enterprise.
“We managed to get a meeting in the early evening, which was handy, as we went straight after our day jobs.
“It was a free consultation on what it actually meant to set up a business. The adviser made some sensible suggestions. We were only a couple of years out of University so were glad of the advice.”
What is it like managing a fast-growth company?
“In the first year is was all about setting up systems. There was no model to follow. No one had done naked butlering before!
“Taking the bookings, recruiting butlers, getting money from clients. There were lots of decisions to make. Who collects the money? The butler? We got a Visa machine pretty quickly and only take advanced payment.
“There were tax issues and employment law questions because we were only employing men. And there are all sorts of health and safety rules and regulations to comply with.
“As more and more bookings came I was able to drop from five to four and then three days per week at my ‘other’ job.”
Have you branched out into other areas?
“Yes. People often asked whether we know a good catering company, wine tasting or perhaps a beauty therapy service. So now we offer complete one stop shop; supplying all those things and more such as a spa day and accommodation, whatever is required.”
Tell me about franchising
“It seemed a natural development, after all we have built a brand and got very good at managing the business.
“Franchising is a lot of work, it’s like starting another business. You are selling a major investment to someone, so it’s all got to be exactly right: legal contracts, the marketing, and an operations manual. Then you have to advertise the franchise and get someone to buy it.”
What does the future hold?
“Franchising is a great way to grow. It builds the brand and is good for revenue; a franchisor gets a percentage of the franchisee’s turnover.
“And we’re diversifying, too. We now supply French maids for corporate events such as awards ceremonies and film launch events.”
What about competition?
“There are a couple of competitors now but they don’t have the infrastructure or the established brand. For instance, Butlers in the Buff got name-checked in EastEnders a couple of weeks ago!
“We have a large network of guys, over 250 butlers nationwide, so if someone’s sick or can’t work, there are others to take his place. The smaller outfits don’t have that cover. We strive to be the biggest and the best and keep our standards high.”
Any pointers for people who are thinking about starting a business?
“Try and get good advice early. You’ll quickly work out who to trust. Even a half hour of free advice from a proper consultant can be incredibly useful.”
This intriguing ‘male order company’ now has 250 butlers across the UK and a burgeoning franchise empire.
