Profile
Weybury Hildreth
Harrogate Hall Q, Stand: Q51
Exclusive First Look
At koo-di Relaunch Weybury Hildreth Ltd shares plans for brand evolution and reveals upcoming Harrogate launch Weybury Hildreth Ltd, the parent company behind longstanding nursery brands Purflo, Pink Lining and koo-di, will be at Harrogate showcasing innovative products from Purflo and a completely new identity and range relaunch from koo-di. Nursery Today are excited to be the first to reveal Koo-di’s new brand identity and give a first look at the range. koo-di has been established since early 2009 and has been a sleeping lion in the nursery industry. With consistent trade sales and a number of awards the collection of essential products have been a dependable bet for buyers for the last 12 years. However, following a successful rebuild of Purflo’s brand and marketing activity over the past two years the team at Weybury Hildreth saw an opportunity to develop the koo-di range and turn it into a fully formed brand that would excite and appeal to today’s consumer. The fresh new koo-di identity puts fun at the forefront, with a contemporary colour palette of bright turquoise, mustard, burnt orange and teal. Each practical and hardwearing product is stamped with a signature ‘K’ logo so there can be no mistaking that it’s a hero of the koo-di collection. With the aim of raising ‘big little smiles’, the 30
nursery today
design focussed products are an evolution of koo-di’s tried and tested best selling range. The product experts at Weybury Hildreth selected the most popular lines from koo-di’s existing range and supercharged them with innovative new materials, stylish new colours and added features to delight parents. With fun running through everything koo-di creates, the products have lighthearted names such as the ‘Ice Ice Baby’ cooler box, the ‘Real Sunshady’ stroller cover and the ‘Oopsie Do Do’ car seat protector. The website is also going to relaunch as a fully redeveloped brand platform, showcasing the new products and communicating the fun and personality of the new Koo-di to parents through a custom built site that will be ahead of the curve in internet brand presence. Richard Trott, Managing Director of Weybury Hildreth Ltd said: “They say if it aint broke don’t fix it, but we are going against that advice with koo-di. As nerve wracking as it is to mess about with a solid brand with decent performance, the success and sales growth we have seen following the Purflo rebrand has given us the confidence to teach this old dog new tricks. I know Koo-di has massive potential to ignite the imaginations of kids and become a brand that parents
The fresh new koo-di identity puts fun at the forefront, with a contemporary colour palette of bright turquoise, mustard, burnt orange and teal. Each practical and hardwearing product is stamped with a signature ‘K’ logo so there can be no mistaking that it’s a hero of the koo-di collection.
really love, and I can’t wait for retailers to join us on this journey as we put a rocket beneath koo-di. “Our vision and longer term goal at Weybury Hildreth is to create a house of brands which each have their own distinct identity, their own loyal fan base and each tap into a clear market opportunity” koo-di has always existed as a collection of products, but with the new branding and investment in product development, as well as a strategic marketing plan, it will relaunch at Harrogate as a complete and cohesive range story. The koo-di stand will be next to WHL’s other shining light Purflo. Since rebranding in 2020 Purflo has gone from strength to strength, seeing huge sales increases across the range, recently securing new listings with John Lewis and Jojo Maman Bebe. Purflo has also proven to be a destination brand at independent nursery
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