Louise established The Croft House in autumn 2012 as a kitchen-table business, picking and packing knitwear orders from her dining room in rural Aberdeenshire while caring for a newborn; her husband later joined, making it a family business. She designs the range herself, drawing on Scottish landscape and heritage patterns, particularly the fair isle technique, with cashmere milled in Scotland and wool spun there or elsewhere in the UK. The Croft House is a certified B Corp and donates 1% of every sale.