6 minute read
THE GREEN LIGHT
Green Sheep Group was established in 2006 with founding brand, The Little Green Sheep, and seven years later, the next chapter of the journey began when Roger Allen was appointed to the board and Snüzpod was launched. PPS chatted to the team about the story so far and plans for the future.
When Roger Allen joined Green Sheep Group as chairman in 2013, the company employed six staff and today, the team has grown to 50. That year also saw the launch of Snüzpod.
As one of the first, if not the first, bedside crib in the UK market, Snüzpod paved the way for the growth of the category. By 2016, Snüz had launched as a brand in its own right, and Rosie Pritchard had joined the board as operations director, as the company found its permanent home on The Green, a 5,000 sq ft premises in Stratford upon Avon.
Roger comments: “The purchasing of our landscaped site in Snitterfield, goes a long way to providing security for our team and contributing to the culture – providing the right environment for our teams to communicate and talk to each other readily, with smiles on their faces.”
The growth of the company continued apace, as a year later, in 2017, both brands went international, marking the start of the next chapter. Three years ago, Green Sheep Group opened up its Arrow Valley distribution centre, designed to serve as both a distribution hub, and a space to reflect the company and its brands, incorporating a product demo area and meeting spaces.
Now 17 years old, the company is the proud guardian of two leading brands within the nursery industry. Roger furthers: “Throughout my time with Green Sheep Group, starting as chairman in 2013, I have become more involved in the macro direction of the business and with the support of my senior management team and board of directors, we have a clear strategic vision for the future.”
Over the last year, GSG has continued its busy trajectory. The challenges of the cost-of-living crisis have put retailers under pressure. Green Sheep Group’s strong position in the market has meant that it can continue to invest in products, brands and most importantly, people, during this time.
GSG has made a number of changes to support its partners. Roger says: “Recognising the challenges in the UK that are affected by supply chain matters, we made the decision to increase stock holding to limit the impact on our retailers and customers.”
The team will also be working more closely with its retail partners to support them. Carey Devine recently joined the team as head of sales, and Joshua Bishop as head of international sales, and they will be working with the new head of marketing, Jamie Jillard, to ensure that retailers have the support they need, and will be working with partners in a more collaborative way to create best-in-class retail experiences for customers.
Above: Little Green Sheep launched with the aim of bringing organic and natural products to the market.
Above right: There is an exciting new product launch slated for later this spring.
This addition of talented individuals across marketing, sales and senior management, with the recent appointment of former Chicco and Artsana ceo, Mitch Levene as coo, is a key strength for the company and has been throughout its history, with the likes of former Tesco Group md and Mothercare ceo, David Wood, joining the board in 2019.
The high calibre of employees and company strategy have helped create a slew of innovative products. Paul Maurice, product director, explains: “Product innovation is what makes Green Sheep Group stand out in the industry without a doubt. Also, being a UK-based business with not only a multi-discipline team, but having that team, all business functions, under one roof.”
The Product Journey
From the Little Green Sheep Twist mattress to the Snüzpod, GSG has weaved innovation into its mission of supporting families in getting the very best night’s sleep across both its brands.
Twist Natural Cot Bed Mattress - The UK’s bestselling natural mattress and offers two types of mattress in one product – firm for baby and a softer medium level for toddlers and children.
Snüzpod – Featuring sleep-inducing features including the ComfortAir breathable system, the crib meets all criteria of the Bedside Crib Safety Standard. Features include the dual-view mesh windows, zip down wall, reflux
Going forward, the team is looking forward to working with new coo, Mitch. He tells us: “Whilst a tough decision to leave after 12 successful years at Artsana, the opportunity at GSG was irresistible. The team I will be joining has delivered amazing innovation, creating hugely sought after quality products, backed by an array of experience and recent recruitment of top talent ready for the next great chapter in their journey. To be part of this was so enticing.”
There will also, of course, be a range of new products over the next 12 months, with a big announcement later this spring.
Roger concludes: “As ceo, I will be focusing on cementing our partnerships in the UK ahead of further international expansion. With Mitch’s addition, we are confident his appointment and future contributions will have a significant impact on the success of the company.
“His proven track record of success in building relationships and driving revenue through strategic growth makes him the perfect fit for our team.” incline and removeable bassinet. Snüzpod also now fits more beds thanks to its new extended height feature.
Snüzpod also now fits more beds thanks to its new extended height feature.
SnüzCurve – Launched last year, the pregnancy pillow ensures mums-to-be are sleeping in the correct position, improving sleep posture, using the KneeBlade feature which guides the body into the perfect sleep position.
SnüzBaskit – Also launched in 2022, the 100% recycled Moses basket Moses basket is crafted from KinderFelt, the new soft, safe and recycled material.
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P r e s c h o o l N e w s . n e t is the new online resource for the preschool product and retail sector. From the publishers of Progressive Preschool Magazine and the organisers of the Progressive Preschool Awards, this new website and e-newsflash portal will provide the very latest news, views, and analysis across the preschool product and retail sector.
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A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
Launching with an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash will land directly in the inboxes of everyone in this fast-paced industry. A modern, easy to navigate website will provide a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
PreschoolNews.net is the online resource for the preschool product and retail sector. From the publishers of Progressive Preschool magazine and the organisers of the Progressive Preschool Awards, this website and e-newsflash portal provides the very latest news, views, and analysis across the preschool product and retail sector.
With an unrivalled email subscriber base of 12,087 readers, a twice weekly newsflash lands directly in the inboxes of everyone in this fast-paced industry.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
The magazine and awards do a great job in joining the dots between toy, nursery, gift, apparel, publishing, and of course licensingand this digital offering will further enhance our position as a trade media partner that offers a tangible response to advertising investment.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
All advertising on the website is duplicated to each and every newsflash, giving advertisers huge visibility and direct impact to retail buyers.
A modern, easy to navigate website provides a central resource for the trade too, offering news, in-depth articles, an industry jobs board, retail analysis, digital issues of Progressive Preschool, and much much more.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
P r e s c h o o l N e w s . n e t is published by preschool sector experts, for preschool trade experts.
PreschoolNews.net is published by preschool sector experts, for preschool trade experts.
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