After the couple had put $20 million of their own funds into the venture, they sold 49% of it to French conglomerate LVMH in 2009. The relaunched Edun featured Sharon Wauchob as its new chief designer. By 2010, the company had outsourced much of the manufacturing for its new fashion line to China, generating some negative reactions, while simpler garments were still African-made. Hewson said that business realities compelled this action, but that she hoped more work could be done in Africa in the future. Hewson devoted a large amount of time to Edun, saying in 2011, "I think fashion industry is the toughest business there is," and that despite the obstacles and struggles, "you just keep going." The proposition remained difficult, however, and Edun lost €6.8 million in 2011 and €5.9 million in 2012. The Hewsons said the company was in an investment phase and they were satisfied with the five-year strategic business plan underway.