Hewson emphasised that Edun would have to be profitable to be considered a success, but in this it struggled. She later admitted that the couple were naive about what it takes to make a successful fashion enterprise. Edun encountered problems with both quality of goods and delivery times from their African suppliers, and most of the stores originally carrying the line dropped it. It lost €9.7 million in 2007 and €12.8 million in 2008, suffering along with the rest of the apparel sector from the financial crisis of 2007–2008.