MY CLUB • August 2020
Spotting a gap in the billion-pound home improvement industry for a brand that made decorating simple, Lucas London launched Lick. We ask the London-born entrepreneur and Silver Member to chat start-up struggles, dream safaris and how to make long-haul flying work for you
What have you been up to during lockdown?
Lick (@lickhome) ended up launching on the very same day that the UK was put into lockdown by the government, so it’s safe to say we have been kept busy. It’s a very strange time to launch a business, but this newfound appreciation for our homes (after all, they’re wearing so many hats at the moment) means that more people than ever have been looking to inject some colour into their DIY efforts and we’re happy we can help. Move over magnolia, as we like to say.
How is the business going so far?
Lick has already created a huge decorating community, who are eager to share their transformation projects. It’s clear that our combination of expert ‘how-to’ content, unfussy ordering experience and environmentally friendly products is resonating with our customers, and the growth of the company is looking promising. Meanwhile, I’m particularly proud that our peel-and-stick samples (pictured above) have managed to successfully replace those messy paint pots!
What’s been the biggest challenge you’ve encountered thus far?
I don’t think there are any companies that haven’t faced problems during this period, but the biggest challenge for us has been stock. We simply didn’t have enough product when we launched, and the market exploded on us. If I could go back in time to earlier this year, I would say one thing: get more paint!
What’s your advice for budding entrepreneurs?
Never underestimate the value of a great co-founder. I started Lick with a good friend called Sam Bradley, who I worked with in a previous role, and having someone to support you during challenges, celebrate with you through the wins and offer a different approach is a great asset.
Where is your favourite hotel in the world?
I stayed at Kapsaliana Village Hotel (booking.com; 10 Avios/£1) and can still remember every detail. It was an old village in the Cretan countryside (pictured above) famous for making olive oil, before all the cottages were renovated into lots of different rooms and suites full of character. You’re surrounded by olive groves and can go on tastings. It’s a wonderful find.
What are the most memorable countries you’ve visited?
When I was 18, my friends and I drove from Sicily along the west coast of Italy, falling in love with Rome and Positano along the way. We didn’t have a big budget at the time but were astounded by how well you can eat and sleep in Italy on not a whole lot. Also, Japan, which I visited a few years ago – the skiing in Hokkaido is out of this world.
Where is your dream trip?
I’ve never been on safari (pictured below) and have my heart set on Botswana. I’ve heard it’s home to some of the most spectacular wildlife in Africa. My fiancée and I plan to marry in Bordeaux, so hopefully we’ll get to Botswana for the honeymoon, with a stay at some amazing lodges (we have our eye on Nokanyana and Mopiri) in the Okavango Delta. A very different change of scene to London.
What are your three in-flight essentials?
Not that exciting, but number one on the list is flight socks, especially when flying long haul. I used to fly to Australia for business and did over 300 hours in the skies in two years, so these were a must. I also always carry noise-cancelling headphones and, while you’re advised not to drink, I like a nice Bloody Mary at 35,000 feet.
What do you do with your Avios?
I’m big fan of Avios and use them a lot, mainly to contribute towards the price of a flight as Avios part payment. It’s a feel-good way to spend a lot of the Avios that I stockpiled from my business trips to Sydney. I’ve also used them on upgrades to Club World.
And what’s the best thing about being in the Executive Club?
As a Silver Member, it has to be the lounges. I’ve often used the lounges at Heathrow. They’re a nice quiet spot to catch up on work in and to get in the zone ready for a long flight.