SCHOOLWEAR BUYER: THE LATEST NEWS AND OPINION FROM THE SCHOOLWEAR INDUSTRY
CURIOUS ORANJ
55: News
56: SA Awards 2017 Everything you need to know about the inaugural Schoolwear Association industry awards.
58: Meet the Manufacturer Three British manufacturers of schoolwear who recently showcased their spectrum of skills at London’s Meet the Manufacturer trade show. JUNE/JULY 2017 - 53
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Schoolwear NEWS:
TERM FOOTWEAR LAUNCH
The latest news from the schoolwear industry. DAVID BURGESS RE-ELECTED AS SA CHAIR
David Burgess has been re-elected as chair of the Schoolwear Association (SA), renewing his commitment to supporting the industry and promoting the benefits of school uniform. Furthermore, Daniel Turner, managing director of William Turner, is the new SA vice chairman, taking over from Christine Campbell. Turner has been a member of the SA executive since the association’s launch in 2006 and has had responsibility for the marketing team throughout that period. “We believe school specific uniform is not only a practical and cost effective solution for schools and parents, but also drives a sense of belonging and pride for pupils,” says Burgess. “To make sure this message is heard, we need to maintain a strong industry association representing the many small and medium sized businesses, from manufacturers to wholesalers and independent retailers, in this sector.” The SA represents British businesses involved in the manufacture and supply of school-specific uniform, including retailers, suppliers, distributors, wholesalers, decorators, agents and schools. The association, which as more than 250 members, is run on an entirely voluntary basis by some of the sector’s most experienced professionals. —
NEWS IN BRIEF
ROWLINSON BOASTS HAPPY WORKFORCE Personalised knitwear manufacturer Rowlinson Knitwear (Rowlinson) has been named one of the UK’s Best Workplaces by Great Place to Work in its annual Best Workplaces ranking. Ranked 23rd in the small organisation category, it is the first time Rowlinson has achieved this honour, which recognises the schoolwear manufacturer as having a high trust engaged workplace culture. The methodology behind the ranking comprised both an employee survey and an audit into the organisation’s management and HR practices. “Our approach to people management is the driving force behind our ability to attract and retain talent to accelerate our business success,” says Rowlinson MD, Donald Moore. “Rowlinson’s culture is built around the values of trust, care and ‘be better’, and empowering our people.” An employee-owned company since 2015, Rowlinson also holds the Investors in People Gold award, Workplace Wellbeing Charter National award for England and has won Best Employer of the Year at The Stockport Business Awards twice. —
STRICTLY SCHOOLWEAR This year’s Schoolwear Association (SA) fundraising evening to support the SA’s work for the industry is titled Strictly Schoolwear and will take a ballroom theme. Taking place after the first day of the Schoolwear Show on Sunday 15 October 2017 at the Village Hotel, Solihull, the event includes a three-course dinner, dancing, fundraising and the presentation of the inaugural SA Awards. Dress code is cocktail dress and black tie and tickets are £50 +VAT. For further information contact Marie Bradburn on 07817 844 692 or email mariebradburn@talktalk.net. —
— David Luke recently hosted a local clean-up event with Keep Britain Tidy’s Eco-Schools environmental education programme. The clean-up event included over 30 children from local schools, David Luke staff, representatives from Manchester City Council and Keep Britain Tidy ambassador Wayne Dixon. A long-time partner of EcoSchools, David Luke’s eco-uniform is made from recycled plastic bottles.
Term Footwear is launching its first UK collection of school shoes and warm wellington boots at the kids’ trade show Bubble London, which takes place on 16-17 July at the Business Design Centre, Islington. Designed in the UK by New Brands, a family run footwear company operating for seven years and specialising in children’s footwear, Term has been created to provide school shoes with great design, comfort and fit, but also styles that kids want to wear. The shoes are also designed with foot health as a priority, with styles available for boys and girls up to teenage. Term’s wellington boots, which are available in a choice of colours, feature a removable roll-top sock with a stitched insole, which keep feet warm, comfortable and supported in winter. When the socks are removed, the wellies are one EU size bigger, allowing the boots to grow with the child. —
TRUTEX’S FIGHT AGAINST BULLYING Since January, Trutex has been working in partnership with the Diana Award, the charity legacy to Princess Diana, and recently attended the ceremony held at St James’s Palace to mark 20 years since her death. There, 20 exceptional young people from across the world were recognised for their qualities of kindness, compassion and service. Trutex’s partnership with the Diana Award includes projects to defeat bullying; setting up sessions in schools around the UK and offering training to pupils from The Diana Award to become Anti-Bullying Ambassadors for their school. As part of the Anti-Bulling Partnership, Trutex has a hashtag – #bTRU2u – and a dedicated microsite, www.trutexbtru2u.co.uk, to inspire, empower, build confidence and raise young people’s self-esteem. —
— The 2017 Back to School collection from Kickers includes reflective elements for safety, cushion foam innersoles for comfort, scuff-resistant leather and durable uppers to stand up to schoolyard wear and tear. Other highlights include micro-fresh technologies to inhibit odourcausing bacteria and keep shoes smelling fresh.
— Complaints from female students at a New Zealand primary, who resisted wearing a skirt as part of their school uniform, has resulted in the school abolishing its gendered uniforms in place of shorts, a kilt and trousers, which can all be worn by either boys or girls.
JUNE/JULY 2017 - 55
CWB-ONLINE.CO | SA AWARDS
SA AWARDS 2017 Celebrating the best in the schoolwear industry — WHAT ARE THE SA AWARDS? In line with the Schoolwear Association’s (SA) 10th anniversary, this year will see the launch of the inaugural SA Awards designed to appreciate the endeavours of the many businesses that make up the association’s membership, highlight their achievements and celebrate their performances. —
SA AWARD CATEGORIES: Members are asked to nominate their business – or an employee – together with their reasons for the nomination, for one of the following award categories. —
BEST SCHOOLWEAR SPECIALIST Awarded to the best retailer or direct-to-school operation, irrespective of size. Judges are looking for strong financials, strong school relationships, excellent customer service, staff tenure and examples of going the extra mile or CSR. —
BEST SCHOOLWEAR SUPPLIER Awarded to the best manufacturer, importer or wholesaler, irrespective of size. Judges are looking for strong financials, excellent service, investment in people and technology, ethical credentials, innovative products and also stock holding and lead times. —
BEST DIGITAL SCHOOLWEAR Awarded to any business in the schoolwear marker – retailer, direct-to-school, manufacturer, importer or wholesaler – irrespective of size, who is a digital leader through a website, social media, and/or Epos. Judges are looking for quality, ease of use, engaging content and innovation. —
OUTSTANDING SERVICE TO SCHOOLWEAR Awarded to the individual who best exemplifies what the schoolwear trade is all about. Examples include a shop worker, warehouse operative, office administrator or sewing machinist. Judges will be looking for examples of an individual who goes above and beyond in their job role. —
JUDGING PROCESS: Award entries will be judged by an industry panel comprising Joyce Daly, former Schoolwear Show organiser; Laura Turner, editor of Schoolwear Buyer and CWB magazine; and Ken Scates, president of the National Childrenswear Association (NCWA). —
SA AWARDS 2017 BENEFITS: The winners of the SA Awards 2017 will be revealed at an awards presentation on Sunday 15 October at the SA fundraising evening following the first day of the Schoolwear Show. Taking a glamorous, ballroom theme, this year’s evening do, titled Strictly Schoolwear, will be hosted at the Village Hotel, Solihull and in addition to the awards, will include a three-course dinner and dancing. In addition to the award itself, winners and runners-up will receive a digital version for use online and in print for 12 months. All shortlisted entries will also receive a free ticket to the SA Awards 2017 presentation and coverage in CWB. 56 - JUNE/JULY 2017
“I am delighted to launch the SA Award ceremony,” says SA chair, David Burgess. “I believe that they will be successful in recognising achievements across the four chosen categories – Best Schoolwear Specialist, Best Schoolwear Supplier, Best Digital Schoolwear and Outstanding Service to Schoolwear – and will provide great motivation for the businesses that pride themselves on being a member of the Schoolwear Association.”
HOW TO APPLY: ENTRY TO THE AWARDS IS FREE AND CAN ONLY BE MADE BY SA MEMBERS. By now, all members should have received an emailed entry form. If not, please contact the Schoolwear Association on info@schoolwearassociation.co.uk. Closing date for entries: 28 July 2017 For further information on the SA Awards please email info@schoolwearassociation.co.uk or visit www.schoolwearassociation.co.uk.
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CWB-ONLINE.CO | REPORT
MEET THE MANUFACTURER British manufacturers of schoolwear showcase a spectrum of skills at London’s Meet the Manufacturer trade show. — Organised by Make it British, the campaign for UK manufacturing, Meet the Manufacturer is an annual sourcing event exclusively for British manufacturers and producers of clothing, textiles, fashion accessories, homewares and leather goods. Now in its fourth year, the 2017 edition on 24-25 May at London’s Old Truman Brewery, Brick Lane, was the biggest yet, covering 50,000 sq ft and playing host to 200 exhibitors and 5,000 visitors. Key events included a two-day programme of talks on partnerships, provenance and production and a series of live interactive workshops and demonstrations including leather bag construction, screen printing and pattern-cutting. CWB speaks to three British manufacturers of schoolwear who exhibited at the show to learn more. —
CHARLES KIRK Charles Kirk manufactures knitted garments and accessories for school, uniform, fashion and homeware that are designed in-house and can be personalised on the company’s own embroidery machines. With a host of new knitted fabrics on offer, Charles Kirk’s design and marketing specialist, Bianca Cantwell, reveals why Meet the Manufacturer has proved an ideal platform. Laura Turner: Why does Charles Kirk exhibit at Meet the Manufacturer? Bianca Cantwell: It is a great opportunity to celebrate UK manufacturing and showcase our school knitwear as well as new products that we’re developing. This is the second time we have exhibited, due to the very positive response we received last year. LT: What were you promoting at the event? BC: Over the past few months we have taken delivery of six new Stoll Knitting Machines and for this reason we were promoting a multitude of new knitted fabrics that we can offer, which include jacquard patterns and textured stitches. These new knitting machines also allow us to shape the panels to create garments, which not only reduces waste, but allows us to offer a higher-end cup seamed finish. As well as garments, these new technologies can also be applied to accessories and homewares, including cushions, blankets, scarves and pom-pom hats. As always, we were also promoting our in-house embroidery service, which adds an extra touch of personalisation. LT: In terms of UK manufacture, what benefits can you pass onto your clients? BC: Manufacturing in the UK means we have complete control over the design and production process, which in the end results in a high quality product. It also allows us to offer our customers small minimum quantities, 58 - JUNE/JULY 2017
starting at just 36 garments per order, six per size.
continuing to service our core schoolwear market to our usual high standard.
LT: What business leads have you secured through the show? BC: Since Meet the Manufacturer 2016, we have worked closely with an up-and-coming fashion designer on knitted pullovers and cardigans to add to her collection of tulle dresses and skirts. We have also been working on knitwear with a top designer who recently returned to the fashion scene with a new range.
LT: Is it becoming more common for schoolwear suppliers to supplement their businesses via additional services, products or brands? BC: Looking at many of the schoolwear brands, you can see how they have adapted to changing fashions in schoolwear over the years. We ourselves have introduced in-house embroidery and printing on both our own and other branded products. We are passionate about continuing to manufacture in the UK as more and more products are sourced overseas due to price pressure. By introducing new products and upgrading machinery, we will continue to manufacture in the UK, providing quality products for both the schoolwear, adult and childrenswear markets.
LT: What is Charles Kirk’s overall production ratio in terms of schoolwear and nonschoolwear manufacture? BC: Currently our non-schoolwear production is less than five per cent of our capacity, but we hope to grow this production slowly whilst
REPORT | CWB-ONLINE.CO
JOHN HALL ENGLAND LT: How did you discover Meet the Manufacturer? Matthew Easter: We came across the event several years ago and, at the time, were looking for ways to reach a broader customer base for John Hall outside of our traditional schoolwear market. As schoolwear is such a seasonal business, production demand to supply our customers also tends to follow that seasonality, which meant the business struggling to fill its production capacity for several months of the year. Consequently, we felt there was an opportunity for us to take on selected non-school customers to try to even out our production troughs. We have now exhibited at Meet the Manufacturer four times.
John Hall England specialises in bespoke clothing including schoolwear, childrenswear and high-end fashion as well as hand and machine pleating. With support from leading UK schoolwear supplier Trutex, it also offers a full design service. Trutex’s MD, Matthew Easter, explains how Meet the Manufacturer has helped John Hall England fill its capacity around seasonal schoolwear production over the last four years.
LT: What services do you promote at the show? ME: This year we showed a broad selection of the sort of garments that John Hall is able to produce in its UK factory; namely lighter weight woven garments such as shirts, blouses, skirts, trousers and dresses. We also promoted our in-house pleating capabilities, which were of interest to several luxury ladieswear brands. LT: In terms of UK manufacture, what can John Hall England offer? ME: John Hall benefits from being part of the larger Trutex business in terms of access to technical and sourcing expertise, as well as the option to invest for the long term. As such, we installed a state of the art Gerber system two
years ago, which allows us to digitise and cut in the most efficient way. Our in-house pattern cutters can also work with potential customers from initial design concept right through to finished garment. LT: What business have you generated through the event? ME: We have picked up a few good contacts at each Meet the Manufacturer show that we have attended, which have subsequently converted over time and developed into long term relationships. In fact, our biggest John Hall customer today is a luxury fashion brand, rather than a schoolwear customer. In general, the businesses that are interested in working with John Hall are ones that value a UK-made label as well as the proximity and benefit of being able to visit us without getting on a plane. The devaluation of the pound following the Brexit referendum result last June has also tipped the economics in our favour to an extent. LT: Is demand for UK manufacture increasing within the schoolwear sector? ME: Definitely. As a result of increasing off-shore costs and decreasing flexibility, several schoolwear customers have talked to us about their more bespoke business again. Whilst several years ago, the differential between the cost of UK-made and imported clothing was quite large, this gap has narrowed significantly and we can be quite competitive on certain garments.
DEE KAY KNITWEAR With over 25 years’ experience, Dee Kay Knitwear provides a full service from design to manufacture. Working with high street stores, online retailers and wholesalers, the business specialises in manufacturing schoolwear, fashion and homeware. The company’s director, Arun Bagga, discusses why he has returned to the show for a second year. LT: Why did you choose to exhibit at Meet the Manufacturer 2017? Arun Bagga: We first exhibited at Meet the Manufacturer in 2016, so this was our second year exhibiting at the show. The main factors that drew us back were the opportunities to connect with prospective customers, being able to give clients a chance to feel the quality of our product in person, to learn about what is working in the market and of course, to help promote and support British manufacturing. LT: What UK manufactured products were you promoting? AB: School knitwear and children’s and ladies’ knitwear. LT: What services can you offer clients as a UK manufacturer? AB: We can manufacture 100 per cent acrylic and 50/50 cotton acrylic garments. Our lead times are one to three weeks, depending on the size of the order. We can provide
embroidery and have the ability to hold stock for customers available for immediate call off. We also offer very competitive prices. LT: What is your production ratio in terms of schoolwear and non-schoolwear garments? AB: It is currently 30/70, but we would like to increase our schoolwear ratio. LT: What contacts have you made through Meet the Manufacturer? AB: Schoolwear retailers and buyers,
designers, high street retailers and online retailers. LT: Do you feel it is becoming more common for schoolwear suppliers to supplement their businesses via additional services, products, brands? AB: Yes. We manufacture men’s, ladies’ and children’s knitwear during the off season and have the most up-to-date machinery capable of producing a wide variety of products. JUNE/JULY 2017 -59
CWB-ONLINE.CO | INFORMATION
NAMES & NUMBERS: A Angel’s Face 01732 823700 www.angels-face.co.uk • Annaliv 07736 941181 www.annaliv.co.uk • Atelier Choux 0033 6848 16543 www.atelierchoux.com B Babiators 01276 408494 www.naturalbabyshower.co.uk • Babidu 0034 9623 83592 www.babidu.com • Baby Gi 00351 9119 90753 www.babygi.pt • Barn of Monkeys 00351 252 020 430 www.barnofmonkeys.com • Becky Baur 07890 452268 www.beckybaur.co.uk • Bibi 07712 647298 www.bibi.com/en/ • Bira 0800 028 0245 www.bira.co.uk • Blade & Rose 01539 730880 www.bladeandrose.co.uk • Bobux 01280 701683 www.bobux.co.uk • Bogoleta Couture 00351 2240 68497 www.bogoletacouture.com • Born Bespoke 07968 199284 www.bornbespoke.com • Bullabaloo 07795 101712 www.bullabaloo.com C Carlie Grace 07891 662868 www.carliegrace.com • Charles Kirk 01903 244863 www.charleskirk.co.uk • Cooee Kids info@cooee-kids.com www.cooee-kids.com • Cribstar 07841 356385 www.cribstar.co.uk D David Luke 0161 2727474 www.davidluketrade.com • Dee Kay Knitwear 0116 253 7560 www.deekayknitwear.com • Dolly by Le Petit Tom 0031 202620288 www. lepetittom.nl • Doodle Do 01923 820411 www.ilovedoodledo.com • Dyoministyling 0034 6677 11786 www.dyoministyling.com E Emile et Rose 01392 677555 www.emile-et-rose.co.uk • Ems for Kids www.ems4kidseardefenders.co.uk • Ewan the Dream Sheep 02392 262332 www.sweetdreamers.co.uk F Flakiki www.flakiki.com • Flibberty 07807 274821 www.flibberty.com • Forivor info@forivor.com www.forivor.com • Fred & Noah www.fredandnoah.com • Frugi 01326 558462 www.frugiwholesale.com • Froddo 07796 766669 www.kidsnewshoes.com G Gertie the Good Goose 02392 262332 www.sweetdreamers.co.uk • Grace Baby & Child 00351 9180 59978 www.gracebabyandchild.com I
Inevitabile 0032 4608 40026 www.inevitabile.com
J John Hall England 01200 421205 www.johnhallengland.co.uk • Joules www.joules.com • Ju-Ju-Be 0031 6290 80862 www.ju-ju-be.com K Kite Clothing 01202 733222 www.kite-kids.co.uk • Knoknoknok 0034 6509 06141 www.deunoadiez.com • Kokacharm 0082 1041 761085 www.kokacharm.com
SUBSCRIP TION: CURIOUS ORANJ
L Lea & Jojo 0041 792019098 www.leajojo.com • Lilly + Sid 0843 2896 534 www. lillyandsid.com • Little Lord & Lady 07734 357865 www.littlelordandlady.co.uk • Little Mouse 0037 6826 9132 info@littlemouse.lt • Love & Honor 0033 6171 62688 www.loveandhonor.co • Love Nonku Handmade 07982 905385 www.lovenonku.com M Mama Designs 0121 366 0267 www.mamascarf.co.uk • MarMar Copenhagen 07855 509069 www.breitensteins.com • Milly’O 07743 933078 www.millyo.co.uk • Minijammies 07779 146051 www.cyberjammies.com • Mini & Lulu 07974 453960 www.mimiandlula.com • Mini Melissa 020 7377 2570 www.melissahoe.com.br • Moccstars 020 77364022 www.moccstars.com • Monty & Co. 07920 023290 www.montyandco.com • Mori 028 2502 2149 www.babymori.com N Nens 0034 9666 15197 www.nens.es • Nikiani 07958 510521 www.happymummy.com • Noé and Zoë 020 3137 3503 www.vida-kids.co.uk • Nor-Folk 07788 707555 www.nor-folk.com
EU £55 (inc. p&p) Outside EU £94 (inc. p&p)
P Patachou 00351 2553 40860 www.patachou.com • Pigeon 01865 379230 www.pigeonorganics.com • Plumebleu 0039 3409 397123 www.plumebleu.com
NCWA & The Schoolwear Association members in EU £27 (inc. p&p)
R Rachel Riley 020 793 57007 www.rachelriley.co.uk • Rockahula Kids 01462 429744 www.rockahulakids.com • Rowlinson Knitwear 0161 477 7791 www.rowlinson-knitwear.com
NCWA & The Schoolwear Association members outside EU £50 (inc. p&p)
S Schoolwear Association www.schoolwearassociation.co.uk • Solobi 07711 746276 www.solobi.co.uk • Sonny Angel 0034 6509 06141 www.deunoadiez.com • Sproet & Sprout 020 3137 3503 www.vida-kids.co.uk • Start-rite Shoes 0344 561 7263 www.startriteshoes.com • Story 07812 159639 www.wearestory.co.uk
To subscribe simply call us on: +44 (0)1484 846069 or email: data@ras-publishing.com
T Term Footwear 01202 578 900 www.termfootwear.com • That’s Mine 0045 3161 9160 www.thatsmine.dk • The Jam Tart 0191 908 6253 www.thejamtart.co.uk • Trutex 01200 421 2000 www.trutex.com • Twisted Twee 020 7482 0746 www.twistedtwee.co.uk U Uzturre *U-Babies 0034 9436 91674 www.uzturre.es W Wex Baby 07515 032224 www.wexbaby.co.uk • Wild Things 07976 697435 www. wildthingsdresses.com X XOKiddo 07397 525527 www.xokiddo.co.uk Z Zuma the Dog 01458 833427 www.zumathedog.com
60 - JUNE/JULY 2017
DIRECTORY | CWB-ONLINE.CO
ACCESSORIES
DISTRIBUTOR WANTED
SCHOOL TIES
Balloon Bijoux Girls hair & fashion accessories for all ages www.balloonbijoux.co.uk
New organic label with a unique concept are looking for a distributor in the UK.
TO ADVERTISE IN THE CWB DIRECTORY PLEASE CALL MICHELE ON
0208 207 2500 info@balloonbijoux.co.uk
01484 848337
Balloon Bijoux The Telegraph(UK) March 2015 “I am impressed by this organic babywear brand”.
OR EMAIL MICHELE @RAS-PUBLISHING.COM
Tel: +31(0)30 7514025 Email: natalie@daddyproof.nl www.daddyproofkidswear.com
www.candybows.co.uk Hand tied, classic hair bows for school, parties & everyday.
SCHOOLWEAR
AGENCY
ORCHARD AGENCY
Pettiskirts, dresses, baby onesies, tutus, wings & wands & t-shirts.
Chris, Carol, Lisa & Ray are the team behind Orchard, a leading second generation childrens clothing agency in the UK, with expertise in London and the South East. Orchard Agency, 28 Fourth Avenue, Frinton-on-Sea, Essex CO13 9DX Tel: 01255 674301 Email: chris@orchardagency.co.uk carol&ray@orchardagency.co.uk
CWB BUSINESS DIRECTORY
BABY & KIDS SHOES
WELDON AGENCIES SCHOOL TIES
TIE & SCARF COMPANY
The specialist in
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Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe, Canada and Russia. Catering for boys and girls 0 to 16 years. Styling from contemporary to traditional. FUN & FUN, LE CHIC, DEUX PAR DEUX, FOQUE, SARDON, LARANJINHA, JEYCAT, GULLIVER Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email: barrieweldon@btconnect.com, andrewweldon@btconnect.com www.weldonagencies.co.uk
VANHUIZEN AGENCIES
TO ADVERTISE IN THE CWB DIRECTORY PLEASE CALL MICHELE ON
01484 848337 OR EMAIL MICHELE @RAS-PUBLISHING.COM
Warth Industrial Park, Warth Road, Bury BL9 9NB Tel: 0161 761 5151 Fax: 0161 762 0202 Email: tieandscarf@chaytow.com Web: www.tieandscarf.co.uk
Van Huizen Agencies is a young, fresh and vibrant agency, for the more discerning retailer requiring beautiful and unique collections. OILILY KIDS, ROOM SEVEN KIDS, RAP KIDS SHOES Unit 12, Derwent Business center, Clarke Street, DERBY DE1 2BU Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk www.vanhuizenagencies.co.uk
JUNE/JULY 2017 - 61
CWB-ONLINE.CO | TALKING POINT
KEELY DEININGER Designer and owner, Angel’s Face Keely Deininger has worked as a designer for suppliers of top brands such as H&M and Topshop and was design director at the main fashion supplier for Marks and Spencer. Despite her success, Deininger’s lifelong dream was to start her own business. So in 2007 the mother of three launched Angel’s Face, a label based in London specialising in tutu petti skirts. Ten years on, it’s safe to say Deininger has fulfilled her ambition, with Angel’s Face now offering a full blown fashion collection. Laura Turner finds out what’s next for the brand. —
LT: What does the Angel’s Face collection now encompass? KD: It includes tops, T-shirts, leggings, dresses, hair accessories, shoes, knitwear, swimwear and denim. The most recent addition to the collection is coats, which will be launched for a/w 17. LT: What can we expect from the new s/s 18 collection? KD: The hero pieces from our s/s 18 collection are a crystal collared jumper and a gold pocket cardigan. Key colours are banana shake and peach sorbet, and new to the collection is a gold foil print chiffon. Our age range is now 0–13 years, so it’s exciting to think that baby girls who were wearing our brand when it launched back in 2007 have been able to grow up being able to wear our garments throughout their childhood years.
LT: Are you doing anything to mark the brand’s 10th anniversary this year? KD: Yes, absolutely: we have lots of exciting things planned to mark this milestone which will mainly comprise customer engagement activities through our social media platforms. And I’m sure there will be a party thrown in there, too. LT: Tell us something nobody else knows about Angel’s Face… KD: We believe in magic…
LT: Who do you see as your target market? KD: Fun-loving people. Laura Turner: What course of events led to you launching Angel’s Face back in 2007? And why tutus? Keely Deininger: I already had a childrenswear brand called Little Linens, which was purely a summer range for boys and girls, and I wanted to have a collection that could be sold all year round. I bought my daughter Trinity a tutu with a floral waistband from FAO Schwarz in New York in 2005 and although she was only one at the time, she absolutely adored it. It reminded me of when I was a child and believed a garment to be something magical – and this is what inspired me to start Angel’s Face. LT: Was the plan to eventually develop the brand into a full fashion line? KD: It was always my intention. We used the tutu as a vehicle to get the brand recognition established and once we had over 100 stores stocking our tutus, we started to expand the range. We believe that every piece in the collection still holds the same magic as the original tutu did in the beginning. 62 - JUNE/JULY 2017
LT: How many accounts does Angel’s Face have and which are your best performing counties? KD: We have 30 strong accounts in the UK and 400 worldwide. Our top performing counties are China, Italy, Greece and then the Middle East, which is a growing market for the brand. LT: Where are you looking to next in terms of new markets? KD: Definitely the USA as well as France and the Middle East. LT: Where do you see Angel’s Face in another five years’ time? KD: Being a £5 million turnover business.
“ The hero pieces from our s/s 18 collection are a crystal collared jumper and a gold pocket cardigan. Key colours are banana shake and peach sorbet, and new to the collection is a gold foil print chiffon.”