CWB MAGAZINE JANUARY ISSUE 86 by fashion buyers Ltd

ChildrenSwear Buyer january/feBruary 2014 iSSue 86 £9.95

BuBBle london exclusive preview of the autumn/winter 2014 show BaBy Shower gift guide gifts available to get in-store now Moda footwear Preview of this season’s children’s footwear offer

AUTUMN

WINTER

2014

VIEW THE COLLECTION AT BUBBLE, STAND C1 OR TO BOOK AN APPOINTMENT PLEASE CONTACT JOULES ON T: +44 (0) 1858 435261 E: TRADE@JOULES.COM

January/February 2014

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REGULARS 05: Comment 06: News 08: NCWA 14: Open for business Legal and business advice plus industry opinion 16: Retail therapy Store profiles and retail news 20: Brands to watch Editor’s pick of brands 26: Style guide Christeningwear 58: Laura loves The coolest products for kids 70: Talking point: Rachael Lainé

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FEATURES 24: Baby shower gift guide Baby shower product available to get in-store now 30: A little national treasure Lilly + Sid co-founder Imran Hassan on the brand’s developments 32: Bubble a/w 14 preview Exclusive preview of this month’s edition of Bubble London

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SCHOOLWEAR 63: News

64: Woven in Wales The latest on the second-generation family business, which recently underwent a rebranding 66: Magic for business How TheMagicTouch is putting image transfer printing back in the hands of suppliers to schools

46: Once upon a time, in a land far, far away… A/w 14 fashion shoot 54: Stylesight: A/w 14 Fashion and design trend agency Stylesight’s key looks for childrenswear this season 56: Moda Footwear preview Highlights of the a/w 14 kids’ collections available at the show

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   

26 & 27 January 2014 Business Design Centre, London A great mix of childrenâ&#x20AC;&#x2122;s products A unique buying experience

Read our blog, follow our twitter and become a fan!

Photography: Sonya Hurtado, sonyahurtado.co.uk

January/February 2014

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/ *.)      

I have personally never been one to make New Year’s resolutions. I know many people who do, and not only in terms of personal goals, but with regard to work aspirations, too. Whether you make resolutions or not, the start of a New Year is the perfect excuse for renewed optimism and an incentive to action new initiatives and fresh ideas. You may already have plans in mind of how to make your business more profitable, efficient or productive this year, but if you are looking for inspiration, take a look at the Open for Business feature on page 14, where we ask three industry experts to provide their top tips for a more successful business in 2014. Whether you are a retailer or brand, the first thing on your mind right now, however, is most likely the impending a/w 14 trade shows. Bubble London, the UK’s only dedicated exhibition for children’s clothing, gifts and interiors, is taking place on 26-27 January at the Business Design Centre, Islington. As the event’s official media partner, CWB brings you an exclusive and extended preview of the show this issue on page 32. As well as highlighting some of the new, exclusive and key returning brands this season, we also have details on the show’s programme which, for a/w 14, will include the exciting addition of Bubble Runway, the event’s first ever fashion show, taking place on the opening day at 1.15pm and 4.30pm. Also in this issue we take a look at what leading trade exhibition Moda Footwear will have on offer in terms of children’s footwear collections for its a/w 14

Editor Laura Turner laura@ras-publishing.com Contributors Isabella Griffiths isabella@ras-publishing.com Christina Williams christina@ras-publishing.com Victoria Jackson victoria@ras-publishing.com Sub editor Amanda Batley amanda@ras-publishing.com Designers Michael Podger mick@ras-publishing.com Clive Holloway clive@ras-publishing.com James Lindley james@ras-publishing.com Richard Boyle richard@ras-publishing.com Sales manager Helen Hodson helen@ras-publishing.com Subscriptions Caroline Mackinnon caroline@moda-uk.co.uk Head of childrenswear Lindsay Hoyes lindsay@ras-publishing.com Production director Gill Brabham gill@ras-publishing.com Marketing director Stephanie Parker stephanie@moda-uk.co.uk Managing director Colette Tebbutt colette@ras-publishing.com Reprographics/printing Image Data Group Ltd 01482 652323

CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 cwb-online.co.uk Copyright© 2014 CWB Magazine Limited. All rights reserved.Reproduction of any written material or illustration in any form for any purpose, other than short extracts for review purposes, is strictly forbidden. Neither RAS Publishing Ltd nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.

edition on 16-18 February at Birmingham’s NEC. In schoolwear, we look at the story behind The National Weaving Company on page 64, which is a second-generation family business and Welsh manufacturer of woven labels and nametapes that supplies over 800 schoolwear retailers and who recently underwent rebranding. Our profile on TheMagicTouch on page 66, meanwhile, tells why this company is actively targeting the school sector and what opportunities it can offer the industry in generating new business through image transfer printing. For those of you heading off to trade shows, I wish you a successful buying season, and look forward to bringing you CWB’s round-up of a/w 14 when we return for our next issue for March/April. Laura Turner Editor

CWB is a joint venture between RAS Publishing and the National Childrenswear Association.

A Buyer Series Fashion Business Publication CWB is a fashion business publication produced by RAS Publishing Ltd. Other titles include WWB and MWB. RAS Publishing is an ITE Group company.

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3.$2"  

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The Craghoppers Bear Grylls kidswear collection has been expanded for a/w 14 with a full range of outerwear, trousers and T-shirts.

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Key to the outdoor range is the new Bear Kids Core Plus Jacket with AquaDry waterproof breathable technology for ages 5-6 years through to 13 years. Features include synthetic insulation, abrasion-resistant shoulder prints for protection when carrying a backpack, an elasticated hood, two pockets with weather-proof zips and a Velcro fastening storm flap with inner zip guard.

Superlove is a new British children’s brand for 0-2 years produced from 100 per cent merino wool. With a collection comprising baby and toddler merino base layers and sleep bags designed to suit the British climate, the label aims to get more children playing outside comfortably.

   Children’s Worldwide Fashion Group (CWF) continues to build and expand upon its brand partnerships under licence with the addition of Lee kidswear for a/w 14.

“We Brits all too often use the weather as an excuse to stay indoors but, with the right kit, there’s no excuse,” says brand co-founder, Becky Sayer. “Superlove was inspired by our belief that connecting with the great outdoors brings immense benefits to children.”

The exclusive licence agreement in Europe, Russia, Middle East and Africa, has been signed between CWF and Lee H.D Company for the design, production and distribution of the Lee collection for girls and boys aged 0-16 years.

The debut collection includes a long-sleeve bodysuit, unisex leggings, double-layer reversible hat and a merino-lined sleep bag with 100 per cent cotton outer.

CWF’s collaboration with Lee provides a new denim offer to the CWF portfolio of luxury children’s fashion under licence, which also includes Billieblush, Boss, Burberry, Chloe, DKNY, Little Marc Jacobs and Timberland.

    This season’s Bubble London, taking place on 26-27 January at the Business Design Centre, Islington, will see the introduction of a fashion show to its programme.

    Fashion design student Stephanie Smith has launched Nell & Bets, a label of classic and exclusive handmade girlswear for ages 1-5 years, available online at www.nellandbets.com. The 21-year-old Shropshire designer set up the company while on an industrial placement year as part of her studies at the University of Leeds. In preference to taking an internship, Smith is pursuing a goal that will take her beyond graduation by establishing her own childrenswear brand. Future plans for the brand include launching into wholesale, and expanding the collection to feature boyswear, subject to demand.

Entitled Bubble Runway, the new feature will provide an overview of key a/w 14 looks taken from the event’s clothing and accessories collections. Taking place on Sunday 26 January at 1.15pm and 4.30pm, Bubble Runway will play an integral part of the exhibition, with models parading through the heart of the show. “This is a welcome addition to the show, and we are incredibly excited to bring together a preview of the season’s designs alongside our trend area and seminars,” says event director Lindsay Hoyes. “Bubble Runway will bring the collections to life and enable buyers to see how these looks can be put together.” The latest trends in childrenswear will also be presented to visitors via free trend-forecasting seminars hosted by Collezioni’s associate editor and freelance stylist, Peppe Orru, and Stylesight’s childrenswear specialist, Kim Mannino. A full seminar schedule is available at bubblelondon.com.

   US brand Hickies is launching to the UK market with its patented lacing system, which replaces traditional shoelaces and turns any shoe into a slip-on. Made from high-grade elastic components, Hickies laces expand and contract with the foot and are engineered to withstand the forces of various types of activities. Available in a choice of colours, the product fits a wide range of shoes due to its universal size. Hickies is currently in the process of expanding its product range further and is available wholesale in the UK via Beacon Brand Management.

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  

GRUBBIES

    The Brit Pack is a new collaboration formed entirely of British brands that design and manufacture within the children’s arena. The premise for the initiative – involving Grubbies, Eggnogg, Helen Gordon, Picaloulou, Tweedies Originals, Immink, White Rabbit England, The Bright Company, Kid-Eco, Funky Feet Fashion, Hop & Peck and Fingerprint Jewellery – is to help support and build recognition for children’s product designed and made in Britain.

This season sees the launch of Justafit, a patent-pending toddler onesie designed by new British label Infasense. Featuring adjustable Velcro straps around the ankles, the design aims to reduce the dangers associated with ill-fitting feet on conventional onesies when children start to crawl and toddle. The design also includes similarly adjustable straps around the cuffs to help to avoid mess as babies are weaned. “We all recognise that no two babies are the same, and it’s therefore equally comprehendible that one size won’t fit all,” says brand founder Caroline Driver. “The Justafit adjustable onesie provides a simple solution to this problem and helps to reduce risks posed by ill-fitting onesies.” Manufactured from hypoallergenic, breathable cotton, the Justafit is available in five colourways and five sizings, from six months to three years, and is distributed by Bebelephant in the UK.

   Breadnut Clothing is a new UK-manufactured boyswear brand available for five to 12 years of age. The label’s aim is to offer urban, colourful and contemporary designs that avoid stereotypical icons such as “cartoon racing cars and dinosaurs” but, equally, are age-appropriate and not “too grown up” for the pre-teen market. The debut collection comprises five different designs of snapback caps, two drop-shoulder sweatshirts and three T-shirts, with plans to expand the offer going forward.

The collaboration is the inspiration of childrenswear label Grubbies’ co-founders Carolyn Jones and Charlotte Hoffman, who share a passion for British-made product. By working collectively with other labels, Jones aims to generate greater awareness for British-made children’s brands. The Brit Pack initiative utilises the social networks #TheBritPack.

   SATRA, a leading research and technology organisation for consumer products including footwear, leather goods, apparel and toys, has released a limited-edition shoemaking book. Written by SATRA experts, each of the 44 chapters of basic shoemaking takes the reader through the entire process, from pattern-cutting to final inspection and boxing. Targeting all those working within the footwear manufacturing sector, including students, designers, developers, technologists and operatives, it is also suitable to sourcing companies, retailers, product developers as well as components and materials suppliers throughout the footwear supply chain. For more information or to order copies visit www.satra.co.uk.

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   A collaboration between Christian Lacroix and French childrenswear brand Petit Bateau has launched exclusively at Selfridges London.

   Gayle Haddock, owner of London independent baby boutique Carry Me Home, has teamed up with Baberoo to create a capsule collection of tights for babies and children.

Lacroix produced the range of garments reflective of his own childhood, inspired by a combination of boats and the sea combined with the Palais Garnier opera house and ballet. The collection comprises belted striped tops, puffball skirts and dresses.

The range features fun prints and a colour palette of grey, red, navy and pink, and will be available via Carry Me Home, Baberoo’s European distributor Diddywear, and various stockists in the UK.

“I belong to a generation whose childhood was lulled with tunes such as Au Clair de la Lune and songs about little boats,” says Lacroix. “I wore white ribbed vests and garments whose touch and feel I still remember.”

“Gayle was one of our first stockists of Baberoo tights when we launched the brand in 2011, and it seemed obvious that a retailer with a knowledge of the market and a passion for kids' fashion would be the perfect partner,” says Diddywear’s owner, Christine Brant.

            

              

            

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January/February 2014

. !+0 ) ,0 - , 0 , 0 " 0 , .- $" - 0 $ , ,- 0+ " $- $" EXECUTIVE DIRECTORâ&#x20AC;&#x2122;S COMMENT: Bubble London is on its way, and everything is looking good for the premium childrenswear show. Top established brands are joined by new ones, some of which will be the best-known labels of tomorrow. So if you are a retailer, you have the chance to be ahead of the game. Walking down the aisles allows you to spot the new trends, styles, fabrics and colours. A full seminar programme also gives you the chance to update your knowledge or even introduce you to something new. NCWA will have its usual stand in the Gallery, and Michelle Payne and I look forward to seeing you on the stand. If you are not a member, you are also welcome to come along, and we shall be happy to talk to you about what the Association offers. Have you seen NCWAâ&#x20AC;&#x2122;s new retail training videos? A â&#x20AC;&#x153;tasterâ&#x20AC;? video is in the public part of our website (www.ncwa.co.uk), and also on YouTube. The seven videos are in the Members section and can be watched individually or as a series. Presented by Miss Jackie Cook, who is well-known to many and also a vice president of NCWA, the videos cover a wide range of topics for those embarking on a retail business. The videos are also useful as a â&#x20AC;&#x153;refresher courseâ&#x20AC;? for those who have been in business for some time. I also know of at least one manufacturer, supplier and agent who have told me that they now have a better idea of the challenges faced by independent retailers. Do let us know what you think of the videos. We already have ideas for other areas we might cover, and not just for retailers, so we would like to hear from you what subjects you would like us to tackle. The Chancellorâ&#x20AC;&#x2122;s recent Autumn Statement contained some good news for the high street and for small businesses in general. While some may complain it is too little too late, there does seem to be a recognition by the government of the difficult trading that has been faced by small retailers, and that the concerns voiced in the media â&#x20AC;&#x201C; nationally, regionally and in the trade press â&#x20AC;&#x201C; have been heard. A cap on the increase in business rates, a ÂŁ1,000 business rates discount to help the high street and a doubling of the Small Business Rate Relief are all to be welcomed, as is the incentive to employ staff under the age of 21 by abolishing National Insurance Contributions for those earning under ÂŁ813 per week. Let us hope that the Low Pay Commission is equally understanding and does not recommend a disproportionately high increase in the National Minimum Wage and that, if it does, the government rejects it. If you would like to learn more about NCWA, visit www.ncwa.co.uk. You can also email us at info@ncwa.co.uk, call us on 020 7843 9488 or write to us at 3 Queen Square, London WC1N 3AR. Elizabeth P Fox

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MAISIE AND FRANK 1 Station Buildings, Bromley, Kent Sarah Garrardâ&#x20AC;&#x2122;s childrenswear shop, Maisie and Frank, in Bromley, Kent, celebrated its first birthday last month. Gerrard is pleased with the customer response she has received over the past year, and, feeling positive about the year ahead, is looking forward to the many new brands she will be introducing to the store for s/s 14. â&#x20AC;&#x153;We want to keep our customers interested by continually adding new brands and accessories,â&#x20AC;? she says. Key labels currently stocked by Maisie and Frank include Kissy Kissy, iDO, Miski Wawa, Condor, Mim-Pi, No Added Sugar, Joules and Agatha Ruiz de la Prada, with toys available from Le Toy Van, Orange Tree and Jellycat. www.maisieandfrank.com

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KENNEDI Kennedi is a boutique situated in Brigg, Lincolnshire, offering womenswear and menswear collections alongside childrenswear from brands such as Mim-Pi and Tommy Hilfiger. The store is heavily supported by regular clientele and managed by knowledgeable, helpful staff working to make customersâ&#x20AC;&#x2122; shopping experiences positive and pleasurable. This is an ethos and service extended to Kennediâ&#x20AC;&#x2122;s website, with customers invited to get in touch with the boutique with online purchase queries, such as advice on fit, fabric or returns and postage terms. The website has been developed with customers in mind, designed to be easy to navigate with effective search facilities and an efficient checkout process. www.kennediboutique.com

NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose Manufacturer Vice Chairman DAVID HULL Agent Imm Past Chairman DAVID BURGESS David Luke Ltd Manufacturer Treasurer COLIN WILSON

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Council Members: NUALA MCKENNA Nuala McKenna Agencies Agent. DIANE SHAW Agent. SARAH TAYLOR Agent. RAY WILLIAMS Agent. HANNAH MCHALICK Oh Baby London Manufacturer. MALCOLM TRAVIS Travis Designs Manufacturer. RACHEL RILEY Rachel Riley Manufacturer. JANETTE REED Cotswold Kids Retailer. VIRGINIA ROSS Pollyanna Retailer. President: KEN SCATES Marketing and sourcing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX

â&#x20AC;˘ Membership is open to everyone involved in the British childrenswear industry. â&#x20AC;˘ Associate membership, open to non-British organisations, is now available. Read our blog and follow us on Twitter

â&#x20AC;˘ Membership costs from ÂŁ85.

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January/February 2014

  Established in Middlesex in 2004, family owned children’s clothing shop Cachet Kids recently utilised the services of the NCWA to seek consultancy on an issue surrounding its trademark. The retailer encountered problems when applying for its Cachet Kids trademark when lifestyle brand and retailer Cath Kidston raised concerns that consumers would confuse Cachet Kids with its own Cath Kids brand, as both share similar letters.

   British babywear brand Zippy will make its Bubble London debut this season to launch an extended collection of product. Catering for 0-18 months, the brand is expanding its collection of Zippy Suits, which are popper-free babygros with a zip, to include its first ever range of daywear. The clothing line for boys and girls offers romper-suit outfits – such as an all-in-one romper-suit dress – featuring unique hand-drawn designs.

Following NCWA’s legal research and consultancy, Cachet Kids represented itself in the trademark case supported by an NCWA witness statement. The outcome saw the Intellectual Property Office Tribunal issue its judgement in favour of Cachet Kids, and ordered Cath Kidston to pay costs, stating the average consumer will not confuse the mark of one of the undertakings for that of the other and that there is no likelihood of confusion.

“We have an in-house artist who helps us create colourful, quirky artwork for our babywear, and we are continually creating new designs so there is fresh choice for our customers,” says Zippy founder and creator Nicole Graham.

   Childrenswear brand Dimity Bourke is launching a resortwear collection, available year-round. Following the Australian label’s UK launch at Bubble London in June 2013, it returns to the show this season to showcase the new line amid its a/w 14 offering. The pure white resortwear collection, titled An Indian Story, offers versatile pieces suitable for both casual and more formalwear produced in voile, poplin and brushed cotton with intricate embroidery and lace detailing. The hero piece is the Akshita Skirt in cotton voile, featuring a bow belt and finished at the hem with a geometric pattern of white and silver sequins and an embroidered border.

     In order to offer its stockists and their customers something new, Mini A Ture has focused on redeveloping, rather than re-running, previous styles for a/w 14, and will be offering a collection that covers all occasions. Taking inspiration from the wild and vast North American woods, the brand’s key pieces for boys this season include chinos, checks and camouflage and, for girls, printed dresses and shirts featuring feminine detailing. Other highlights include a range of different jersey programmes including a soft sweat and various delicate knitted programmes using heavy and lighter gauges. An extensive range of patterned tights in the same colour palette as the main collection is also available for a/w 14.

 

To celebrate 10 years in the trade, ethical childrenswear brand Pigeon is launching a new home nursery range for s/s 14. The Pigeon Home collection debuts with blankets, quilts, swaddle wraps, hooded towels and matching wash mitts, initially available in the brand’s signature bird and elephant designs to complement its clothing offer, with plans to extend the line further over the coming year. Pigeon uses organic cotton, with all of the label’s products across both its clothing and home range free of chemical residues. Pigeon Home will be showcased at this month’s Bubble London, with products available from the end of the month for delivery in March.

       

    New NCWA member AliOli Kids is the appointed UK agent of Barcelona brand Condor. Condor produces a range of high-quality children’s socks and tights – as well as offering the production of own-brand tights and socks – alongside two childrenswear collections per year catering for newborn through to 12 years of age. AliOli Kids has been representing Spanish children’s and baby clothing labels in the UK and Northern Europe since 2012. Services it offers to its brands include management of existing clients and new client acquisition; a showroom; development, implementation and management of a PR plan as well as photography, brochures, digital catalogues and other support material for the UK market.

           

       

Early Days, Baby Shoes for all Occasions Hand made in the UK since 1952 New leopard print leather styles now available including new bootee design See the complete range of over 80 styles at Bubble, 26th - 27th January Stand number B50 For our latest catalogue or more information please contact: Early Days 15 b Mandervell Rd, Oadby, Leicester, LE2 5LQ Tel: 01162 716944 Email: sales@earlydays.ltd.uk

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January/February 2014

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www.fashionlaw.co.uk www.foxwilliams.com

FORCE MAJEURE CLAUSES â&#x20AC;&#x201C; A MEANS OF PROTECTION? News media reports draw attention to a fast-approaching energy gap. Within the lifetime of the current parliament, the UK could face a switch-off in electricity supply. Indeed, last winter the UKâ&#x20AC;&#x2122;s gas stocks were down to just a few days. For sure, energy hardship for many beckons. But for businesses, the result is likely to be that many commercial contracts will not be performed. The consequences of non-performance will depend on what the contract does or does not say. Many commercial agreements incorporate a specific clause, designed to apply where contractual performance has become impossible because of circumstances that were not envisaged by the parties and are outside their control. Typically a provision of this nature is known as a â&#x20AC;&#x153;force majeure clauseâ&#x20AC;?. Such clauses can be quite detailed. Usually a well-drafted clause will set out a series of force majeure events. It will also state the consequences of such an event occurring. Often the clause will refer to Acts of God. What is less clear is what happens if Acts of God is defined as â&#x20AC;&#x153;including fire, flood, earthquake, storm, hurricane or other natural disasterâ&#x20AC;?. To what extent is â&#x20AC;&#x153;other natural disasterâ&#x20AC;? to be interpreted by reference to the specific Acts of God that are listed before it? Usually force majeure clauses will provide for the suspension of obligations during the period of the force majeure event. If it continues beyond a specific time, it is usual for the clause to provide for the contract to be cancelled. Most importantly is the question of the obligation of the party subject to the force majeure event to compensate the other party.

Given the nature of the force majeure clause, the clause should state that the party suffering the event is not liable to compensate the other party. When a particular event occurs, it is understandable that the parties will seek to determine whether it is covered by the force majeure clause. However, this is only part of the story so far that it is necessary for the clause to have been properly incorporated into the contract in the first place. If it has not been, the clause will be of no value whatsoever. A clause will only be incorporated if it is brought to the attention of the other party at the time the contract is made. Despite belief to the contrary, it most certainly is not incorporated into a contract if it appears only on the reverse of an invoice. In such a situation the clause will not be worth the paper it is written on, let alone the ink used to print it. Looking around the world it is possible to see periodic fuel blockades, acts of terrorism and transport strikes that happen on a regular basis as a series of unrelated direct acts or demonstrations being taken by different groups. It is likely that such actions will grow in number and force irrespective of whether or not they are supplemented by Acts of God. As such, the question is whether or not you want your contracts to be covered in such situations? ÂŠ Fox Williams LLP 2013

HOW CAN I ENSURE MY STORE IS PROTECTED FROM THEFT AND LOSS? Security and merchandising technology play a key role. However, there are also a number of potentially underestimated areas. Firstly, and most importantly, we must look at merchandise, both in terms of its availability for shoppers, but also its accessibility to shoplifters. Products on display are great news for the consumer, who wants to physically examine a product before making a purchase, but itâ&#x20AC;&#x2122;s also handy for the shoplifter looking for an opportunity to steal. Fortunately, there is technology available that allows stores to keep their products on display without compromising the customer experience or risking the losses associated with shrinkage. For fashion or apparel retailers, security tags are available that have been designed to attach directly onto small, expensive items. They are discreet and virtually invisible to shoppers and, when used in conjunction with security antennas, are perfect for raising the alarm when a shoplifter is about to leave a store with the stolen item. They are ideal when it comes to protecting a smaller, boutique-type store, where aesthetics are key, as the store design can remain virtually undisturbed and merchandise can be left on display. In addition to physical deterrents, there are also a number of potentially underestimated techniques which, when combined with other systems, have proven to deliver returns time and time again. At the heart of the issue is the need for a company-wide anti-theft culture. Everyone in an organisation needs to be on board with the concept of loss prevention and understand the role they play in helping to combat the problem. Staff also need to receive frequent training to ensure they are equipped to deal with potential theft incidents before they occur.

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January/February 2014



 







 

 

www.thevalueengineers.com

www.roughhouse.co.uk

      www.insightwithpassion.co.uk

With more and more pressure from supermarkets’ own-brand childrenswear, low-cost online retailers and the likes of Primark and H&M, you have got to be crystal clear about what your brand stands for and what you are giving your customers. Here is a quick reminder of how to keep your brand in great shape as you head into 2014.

January is a good time to start planning a schedule for releasing news stories about your business throughout the year. Every editor will say to reporters pitching a story “what’s the hook/peg?”, so a good way to get coverage is to link your story to the time of year, anniversaries or news events. Here’s a month-by-month run down to start you off:

What is it that you promise to your customers, and why is it different to other retailers in your space? In today’s world it is almost impossible to compete on price, so think about other ways you can differentiate your brand: expertise in your field, perhaps; or giving over some space to emerging or local childrenswear designers.

January: if you produce ski clothes and products, this is when they’ll get coverage. February: Pancake Day, Valentine’s Day, Chinese New Year and, of course, National Storytelling Week. March: Spring has sprung so it’s time for Crufts, Comic Relief, Mother’s Day and Fairtrade Fortnight – with the right products, you could use all of these as pegs. April: Easter, so prepare for cute bunnies, fluffy chicks and lots of eggs. May: Half term, British Sandwich Week, and the anniversary of the invention of Coca Cola! June: All about the summer and holiday planning. July: It’s the start of the school holidays, and monthly magazines will be thinking about Christmas (yes, really), so you need to, too. August: Traditionally a quiet news time, so if you’ve got a decent story, this is a good time to pitch it. Think about festival season – Edinburgh, Reading and Notting Hill – and those especially for kids, such as Lollibop. September: Back To School, harvest festivals, the Great River Race in London and the Great North Run. October: It can only be Halloween. November: Bonfire Night, Children in Need and St Andrew’s Day. December: If you’re aiming at weekly and daily news, pitch your Christmas and New Year stories now.

If you’re going after time-pressed mums, make sure everything you communicate reflects ease and convenience. If it is mums at leisure, focus on welcoming browsing and regular visits that don’t always result in purchase. Remember, whatever you say about your brand must be something you are prepared to live up to every day. It is a cliché, but people really are more likely to buy from people – it’s the one big advantage you have over a nameless, faceless supermarket giant. So make sure your customers hear about your passions and your history. What led you into the business? What keeps you going? We’ve found that every brand has a story to tell if you look hard enough, so make sure you find and use yours.

The consumer has more power than ever before in retail. They can shop across channels, browse with the world at their fingertips and price-check in a second. A retailer needs to have a clear offer to the customer, and build up a consistent reputation with it. What is your offer? Are you price-led? (The buying power of the “giants” makes this an unlikely choice for many). Are you emotionally-led? How are you connecting with the customer? The biggest challenge I see in the high street in retail are bland, “vanilla” stores, which are living in a yesteryear retail existence. The need to captivate and seduce your customer into a purchase must be done to gain the purchase. My recommendation, therefore, is research. Think about the following: Opening hours – consider that customers want more flexibility; best value and personalisation – can you gift-wrap, for instance?; expertise and knowledge – a major necessity; and service with a smile – internet shopping does not have human interaction and warmth – yet. Relish, therefore, in being human and having that interaction – you could welcome customers with a drink, help them carry their purchases to their car and remember their child’s name – do these things and excel in them. “It’s all about them” is my trademark quote – what can you do to delight your customer today?

This is just for starters – a quick online search will be bound to yield an anniversary or event that works for you so, from now on, when you contact an editor about a story and they ask you, “What’s the peg?” there’s no excuse.

For more industry opinion visit cwb-online.co.uk

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January/February 2014

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MARMALADE250 250 Battersea Park Road, London SW11 Jolande Sharp opened retro-inspired childrenâ&#x20AC;&#x2122;s store Marmalade250 in partnership with her mother, Corinne Sharp, in February 2013. With the combined forces of Jolandeâ&#x20AC;&#x2122;s experience as a former Selfridgesâ&#x20AC;&#x2122; visual merchandiser and Corinneâ&#x20AC;&#x2122;s background in project management and design, the duo has created a truly eye-catching store. Marmalade250â&#x20AC;&#x2122;s offer includes clothing lines for 0-6 years from brands such as Fabric Flavours, Powell Craft, Beauty and the Bib and Inch Blue. The clothing is displayed on 50s and 60s up-cycled and revived furniture alongside traditional toys, contemporary gifts as well as vintage toys that Jolande sources from around the country. Those unable to visit the store can buy from Marmalade250â&#x20AC;&#x2122;s e-commerce website, which offers free delivery on orders over ÂŁ50. During the build-up to Christmas, the store provided late-night shopping, gift-wrapping service and a special local delivery service, with plans to run more add-on offers going forward. www.marmalade250.com

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January/February 2014

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MAYORAL 58 Northcote Road, London SW11 Corporate solicitor Elena Sirghi had always been a fan of Mayoral for her own children, but little did she know that her passion for the Spanish brand would lead her to opening the first Mayoral standalone store in London in September 2012. As the franchisee, Sirghi currently has UK exclusivity, and hopes to open five Mayoral shops by 2016. Stocking the most comprehensive range of Mayoral in the UK, the store offers clothing, footwear and accessories for newborns, 6-2 months, 2-9 years and 10-14 years. www.ericandamy.co.uk

THEIR NIBS 46-47, Upper Berkley St, London W1H Childrenswear brand Their Nibs has opened a new flagship store in Westfield London’s The Village, with a Christmas launch that saw the first 30 shoppers receiving a luxury goodie bag. The British brand marked its 10th anniversary this winter with an extended daywear collection for boys, girls and babies, as well as a limited-edition luxury occasionwear collection suitable for weddings and christenings, all of which can be found in the new store. www.theirnibs.com

 

KIDDIE WOW For her children’s clothing website, Kiddie Wow, mother-of-four Cherie Shah carries a mixture of personal favourites, drawing on brands she has found first-hand to be consistently high-quality for her own children, together with gems she has unearthed along the way. Catering for boys and girls aged 0-24 months through to 2-7 years, the store stocks brands including Ava & Luc, Ben Sherman, Converse, Kite, Lilly + Sid, Olive & Moss and Slugs and Snails. www.kiddiewow.co.uk



  Global lifestyle brand Cath Kidston opened its UK flagship store in the UK last month in London’s Piccadilly. Marking the brand’s 60th store in the UK and its biggest to date, it measures over 7,000 sq ft and offers a space that combines community, retail and theatre, with a continual programme of events, talks and crafting workshops.

  Sophia Webster, British Fashion Awards Emerging Accessories Designer winner 2013, launched her second pop-up store last month. Located at 38 King Street in Covent Garden, the shop is open until 28 February, stocking a selection of a/w 13 styles including those for children.

 BARNEYS NEW YORK WELCOMES MOLO

DISNEY TEAMS UP WITH BABYCENTRE

RETAIL TRUST RAISES OVER £100,000

       

           

              For more retail news visit cwb-online.co.uk

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January/February 2014



&%,3 2   

01: LITTLE ELEVEN PARIS

02: STURE & LISA

New to UK agency Vida Kids is French childrenswear label Little Eleven Paris, which caters for ages 4-14 years. Established in 2003, the brand offers pieces that blend classic looks with inspirations borrowed from around the world, as well as from men’s and womenswear trends. For girls, highlights include laced, knitted and viscose dresses. For boys, meanwhile, denim shirts, tweed blazers and black skinny jeans are key. A collection entitled Mini Eleven Paris is also available for 0-18 months. Wholesale prices ¤12-¤40. www.elevenparis.com/en

Established in Sweden in 2008, Fairtrade and organic childrenswear label Sture & Lisa, for children aged 0-3 years, is launching in the UK represented by Roccapina Agency. The core of the range is made up of unisex bodies and jumpsuits, but also includes dresses, T-shirts, trousers, bibs and blankets. Offering around 30 pieces per collection, the brand is one to check out if you favour bright colours and fun prints. Wholesale prices ¤4-¤10.75 www.stureolisa.se

03: OYU MOYU

04: ALPHABETTY DESIGNS

05: THE FABLEISTS

Designer Oyuna Tserendorj has built on the success of her women’s and homeware brand, Oyuna, with the launch of Oyu Moyu, a premium baby and children’s knitwear label. The collection includes babygros, blankets and sleeping bags for 0-18 months and a children’s range for 2-8 years comprising knitwear, tops, trousers and dresses, with cashmere, cotton and cashmere-silk fabrics key. Wholesale prices £19-£75. www.oyumoyu.com

Established in 2012, UK childrenswear label Alphabetty Designs caters for ages 12 months to 12 years. The collection has a vintage and whimsical feel, with key pieces for girls including a dusky pink tweed A-line dress with pleat and bow detail at the neck available in short sleeve, or long sleeve with a fluted elasticated cuff. For boys, highlights include 100 per cent cotton printed shirts with contrasting collar and cuffs in a relaxed yet tailored fit. Wholesale prices £5-£20. www.alphabettydesigns.com

Launched in 2013, childrenswear label The Fableists caters for ages 4-10 years. Designed in the UK, the brand is made in India using 100 per cent certified organic cotton, but is also making new pieces in the UK, too. Inspired by vintage workwear and utilitarian clothing, the look is sharp without being fussy, offering classic, mostly unisex designs. Key pieces include artistically designed T-shirts in limited-edition runs of 500. Wholesale prices £10-£40. www.thefableists.com

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January/February 2014

Visit us at Bubble stand C12 + C19

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January/February 2014

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&7 94*5 8/ - 69 - 8 ď&#x20AC;Ťď&#x20AC;ˇď &#x201A;ď&#x20AC;śď&#x20AC;&#x20AC;ď&#x20AC;°ď&#x20AC;Żď&#x20AC;°ď &#x2021;ď&#x20AC;&#x20AC;ď ď&#x20AC;śď&#x20AC;˝ď &#x2026;ď&#x20AC;łď &#x20AC;ď ď&#x20AC;&#x20AC;ď&#x20AC;°ď&#x20AC;łď&#x20AC;ąď&#x20AC;˝ď&#x20AC;ťď&#x20AC;ˇď&#x20AC;źď&#x20AC;ľď&#x20AC;&#x20AC;ď&#x20AC;łď &#x201E;ď&#x20AC;łď &#x20AC;ď&#x20AC;&#x2020;ď&#x20AC;ťď&#x20AC;˝ď &#x20AC;ď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;žď&#x20AC;˝ď&#x20AC;žď &#x192;ď&#x20AC;şď&#x20AC;Żď &#x20AC;ď&#x20AC;&#x20AC;ď&#x20AC;ˇď&#x20AC;źď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;śď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;Šď&#x20AC;&#x;ď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;&#x2014;ď&#x20AC;Ťď&#x20AC;&#x2013;ď&#x20AC;&#x20AC;ď ď&#x20AC;łď&#x20AC;şď&#x20AC;łď&#x20AC;ąď &#x201A;ď ď ď&#x20AC;˝ď&#x20AC;ťď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;ˇď&#x20AC;źď ď&#x20AC;žď&#x20AC;ˇď &#x20AC;ď&#x20AC;Żď &#x201A;ď&#x20AC;ˇď&#x20AC;˝ď&#x20AC;źď&#x20AC;Żď&#x20AC;şď&#x20AC;&#x20AC;ď&#x20AC;žď &#x20AC;ď&#x20AC;˝ď&#x20AC;˛ď &#x192;ď&#x20AC;ąď &#x201A;ď&#x20AC;&#x20AC;ď&#x20AC;´ď&#x20AC;˝ď &#x20AC;ď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;śď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;˝ď&#x20AC;ąď&#x20AC;ąď&#x20AC;Żď ď&#x20AC;ˇď&#x20AC;˝ď&#x20AC;źď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;Żď &#x201E;ď&#x20AC;Żď&#x20AC;ˇď&#x20AC;şď&#x20AC;Żď&#x20AC;°ď&#x20AC;şď&#x20AC;łď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;˝ď&#x20AC;&#x20AC;ď&#x20AC;ľď&#x20AC;łď &#x201A;ď&#x20AC;&#x20AC;ď&#x20AC;ˇď&#x20AC;źď&#x20AC;&#x2020;ď ď &#x201A;ď&#x20AC;˝ď &#x20AC;ď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;źď&#x20AC;˝ď &#x2026;ď&#x20AC;&#x2021;ď&#x20AC;&#x20AC; ď &#x2039; ď&#x20AC;§ď&#x20AC;ˇď&#x20AC;ľď&#x20AC;Žď&#x20AC;źď&#x20AC;źď&#x20AC;&#x20AC;ď&#x20AC;źď&#x20AC;˝ď&#x20AC;Şď&#x20AC;˝ď&#x20AC;Žď&#x20AC;ď&#x20AC;&#x20AC;ď&#x20AC;¸ď&#x20AC;˝ď&#x20AC;ąď&#x20AC;Žď&#x20AC;ťď &#x20AC;ď&#x20AC;˛ď&#x20AC;źď&#x20AC;Žď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;Şď&#x20AC;ľď&#x20AC;ľď&#x20AC;&#x20AC;ď&#x20AC;šď&#x20AC;ťď&#x20AC;˛ď&#x20AC;Źď&#x20AC;Žď&#x20AC;źď&#x20AC;&#x20AC;ď&#x20AC;Şď&#x20AC;ťď&#x20AC;Žď&#x20AC;&#x20AC;ď &#x20AC;ď&#x20AC;ąď&#x20AC;¸ď&#x20AC;ľď&#x20AC;Žď&#x20AC;źď&#x20AC;Şď&#x20AC;ľď&#x20AC;Ž

aden + anais Gift set of swaddles, bib, toy and muslin square ÂŁ28 020 78016279

Maud N Lil Organic Cotton Rattle ÂŁ4.20 01295 810008

The Square Card Company Baby shower card 85p 01305 458786

Bambam Four-piece gift set with rattle toy, socks, teether and comforter ÂŁ14.99 01442 248103

Ginger Ray Baby bingo game ÂŁ3 0845 680 2975

Oyu Moyu Cashmere sleeping bag Price on request 020 7183 9301

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January/February 2014

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Vevian Handmade baby shoes and gift box £52 07783 975155

The Typecast Gallery Baby shower card £1.10 01202 849566

Belle & Boo Quilt £12.50 0117 924 6382

Bluebird Seven-piece celebration cake £29.99 01442 824489

Elks & Angels Sheepskin bears From £13 07985 747660

Ginger Ray Baby shower invitations £2 0845 680 2975

Hokolo London Babygro, rattle and blanket gift box £31.50 07711 698689

Love Boo Mother and baby skincare gift set £9.10 01924 370240

Milestone Press Memory book £12.50 07503 403730

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January/February 2014

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26 +8

ANNAFIE £43, 020 7602 3850 —

ANGELS AND FISHES From £55.99, 01604 710851 —

    



TUTU DU MONDE ¤51, 07868 039843 —

 

ADORE BABY £75, 0141 644 4565 —

EMILE ET ROSE £27.80, 01392 677555 —

I LOVE GORGEOUS £62, 01748 822055 —

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    

  

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January/February 2014

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,9+-66+8 176-517+ 6/874 /8        

Laura Turner: Where did the concept for Lilly + Sid come from? Imran Hassan: Myself and my wife, Emma, the creative director and co-founder of Lilly + Sid, had worked for leading retailers in buying and design management roles for around 15 years but had always wanted our own business. After the birth of our daughter we couldn’t find the type of quality, fun and accessibly priced clothing we wanted for her. Three years later when her brother came along, we found it even more difficult to dress him, so we decided to create our own brand, Lilly + Sid, named after our children. That was in 2009, and we launched with a capsule range of year-round, coordinated babywear. LT: What has helped the brand’s growth since launch? IH: We were extremely fortunate when starting up that the factories we had previously worked with for many years agreed to work with us on Lilly + Sid, producing tiny quantities with the highest level of commitment. We still work with them today, producing high-quality garments in ethically audited factories. The debut collection was also bought by our hit list of ideal stockists including Harvey Nichols, Harrods, Selfridges and Brown Thomas, which was a great springboard to showcase the brand. It wasn’t long before we realised that we needed to introduce a seasonal range to create constant newness and a “reason to buy” – continuity product is now only a tiny proportion of our range. Growing business requirements and the added workload of creating new, seasonal ranges meant giving

up our day jobs which, at that stage, we still had. It was a huge leap of faith, but we had enough capital to self-finance the business, and the opportunity to focus 100 per cent on Lilly + Sid was amazing. Alongside rapid sales growth – doubling turnover each year – our many design, business and consumer award wins have also been key in highlighting our brand potential. Hitting our £1m turnover goal was a huge milestone for us, too, and a real time for celebration. Despite our limited marketing spend, we have been supported by great coverage in the trade and consumer press, which has raised awareness of our brand along the way. This year we have also been named in The Guardian’s top 10 ethical childrenswear brands for our commitment to working with factories with good working conditions and because we donate a percentage of all profits to UNICEF. LT: The brand’s offer has come a long way from its debut collection. What does it now comprise? IH: The Lilly + Sid collection caters for 0-8 years. We run a baby range up to 24 months, and our most recent additions, L+S Brother and L+S Sister, cater for 2-8 years. Overall, we carry around 150 lines per season across a range of woven, jersey and knitted products.

LT: Why move away from being a babywear-only brand? IH: We had always intended to stay a baby brand, but couldn’t ignore the number of customer requests for older children’s clothing. Two years after launch, our original customers had outgrown the baby range. This, together with our own research and personal experience as parents, led us to the conclusion that children don’t want to be dressed in the same products as their younger siblings, so L+S Brother and L+S Sister were launched for s/s 13. LT: How did you address translating the brand from babywear to childrenswear? IH: From a design perspective, the Lilly + Sid silhouettes that sell well for baby do not translate over the age of four years. We use a focus group of 10-year-old children, who feed us with trend information from their perspective, and we form different end uses for the older collections to work towards. Without some of the safety restrictions of babywear to consider, our designers can address the older age ranges differently, introducing pom poms and functional drawcords, for instance. L+S Brother and L+S Sister have had an amazing response, and we expect this season to sell an equal split of baby and older products. LT: How would you sum up the look of the brand? IH: We are trend-led, but not high fashion, and prefer to focus on new modern classics that can be passed down through generations. The collection is fully co-ordinated with lots of sets for babies and “pick ’n’ mix” products for older kids, which ensures easy outfitting and ease of shopping and merchandising. We are passionate about creating pieces with a point of difference; something unique. As part of our desire to create styles with longevity, we are greatly inspired by vintage archives, mixing this up with contemporary colours, styling and prints. We are always looking for new ideas, which may come from the catwalk, street trends, exhibitions, theatre and vintage shops. Our skater dresses, for example, are created using the patterns of vintage ballgowns and disco dresses and we have a big collection of vintage story books for character and print inspiration. We also work closely with our “dream team” of parents and children who give us feedback on every aspect of the range, from fit to design and function. Stockists also provide fantastic feedback and new suggestions for the range. LT: What are the core bestsellers? IH: Older girls’ dresses, playsuits and older boys’ tops. For gifting, our knitted blankets sell consistently well. However, we try not to have a formulaic approach to building our range, and our mantra is “there’s no such thing as a bestseller repeat”. It's crucial to us to always move the product on and give the customer new reason to buy. If a product is not better than the previous season, it doesn’t survive the “pre-launch selection” – a process where the team collectively reviews the range and only the best products survive.

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LT: What is the brand’s market level? IH: The RRPs range from £5 to £35, and we position ourselves as mid-level designer. We are passionate about making high-quality design accessible to many and there is an acceptable price limit for any garment. Our customers know that we offer the best price points we can from launch, so will not have a high discounting strategy throughout the season. We have fantastic sell-through at full price, and have never ended the season with full-size availability on any line. Spend on markdown, therefore, remains relatively small. LT: What’s in store for a/w 14? IH: The a/w 14 range, It's Behind You, is our largest collection to date and inspired by the British tradition of pantomime. There is an element of dress-up with new accessories, integral masks and 3-D features as well as a rich colour palette reminiscent of vintage theatre, new characters, mystery and magic. We have introduced new product types including knitted playsuits, standalone collars and a new seasonal Christmas collection. LT: How many UK accounts does Lilly & Sid have? IH: We have 200 at present and, despite our focus on off-shore expansion, the UK is still of primary importance. Growing and maintaining the strong UK accounts is our aim, from independent boutiques to high-end department stores. Our focus is on wholesale, not direct sales, and all of our stockists play a key role in showcasing the brand to our UK customers. LT: How many off-shore accounts do you have? IH: We have 150 off-shore accounts. This has been an organic process of growth. Our business plan shows a more rapid sales growth in our targeted countries, mainly the US and Germany, with other key areas including China, South Korea and Italy. LT: What is the distribution of Lilly + Sid? IH: Across the UK we are represented by a team of sales agents, and the majority of our sales are indirect wholesale. Off-shore, we mainly work via distributers with their own warehousing and freight forwarders to ensure our products can be imported in the most cost effective way regarding duties and tax, thereby our price positioning remains competitive. We are delighted to have new distributers for the US and Germany on board, ready to start selling for a/w 14. It’s been a long period of planning prior to launch – we were in discussions with our US distributer for a couple of years, working through price positioning, country-specific testing requirements and legislations. It was key for us to take the time upfront and ease into it, as well as finding the best distributers to represent the brand – ie those with our target key accounts who represent other brands with which we share the same brand DNA, but without cannibalisation. It’s a steep learning curve moving into new territories and discovering which products work best, but it’s exciting to see

how these new markets take to the brand. Our country-specific merchandise is very limited, and we are keen to keep things this way to ensure a cohesive brand identity worldwide. LT: What are international customers looking for from Lilly & Sid, and British brands per se? IH: Generally, British brands don’t take themselves too seriously, and this quirky edge is what international customers love about Lilly + Sid. We take inspiration from our rich cultural heritage and it shows in the pace of the range. Our s/s 14 collection, for instance, is based around British artists, primarily Damien Hirst, while other collections take inspiration from seaside traditions, summer tea parties, Royal culture and street styling. LT: You manufacture some of the collection in the UK – what are your reasons for this? IH: All of the hosiery and the majority of our knitwear is currently manufactured in the UK. Firstly, it supports our cash flow, as we manufacture and pay for the garments much later in the season. Speed to market is great, and allows us to react to styling trends and customer requirements. As we can repeat in-season, our stock-holding is much smaller with the UK products, therefore lower warehousing costs to offset against the higher garment cost prices. Most of our UK-manufactured product is made using local yarn. And since all our packaging is also made in the UK, it creates a complete end-to-end process from design to shop floor, minimising our carbon footprint and reducing air miles. As we recognise the excellent standards of manufacturing available for certain product types, we are looking to move more of our products into UK factories. LT: Where are you looking to next for growth? IH: Our plan is to remain focused on our current markets before jumping into too many

additional ones. We feel there is natural progression for the brand in some areas of Europe, and our direct sales off-shore indicate potential in Russia and South America. Sales growth will also come from depth of product, as we increase the offer and look at different product areas. LT: What are the plans for Lilly + Sid? IH: Our ethos is to recognise our strengths and work with the best people we can, so we have some key appointments coming on board for 2014. These new team members are crucial in realising our potential over the next three years. As our brand grows, the challenge is to remain focused on product and ensure creativity remains at the core. We are also looking at new product areas and new markets of growth as well as working with design colleges to create fresh ideas and approaches. Ultimately, we want to continue to enjoy building our brand.

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&#&&(. (03 03 

       

DIDRIKSONS

YOUNG SOLES

Didriksons is set to showcase one of its most comprehensive “head to toe” collections for kids. Highlights include one-piece suits, parkas, jackets and bib and waist pants, featuring an extended size system allowing the garment’s arms and legs to be extended by one size. Accessories such as hats, mittens and rubber boots are also available. — Stand C46

New this season is footwear brand Young Soles, whose key styles for girls include a classic T-bar, Mary Jane, heritage brogue, ankle boot with contrast buckle detailing, and monkey boots with Liberty print cotton laces. For boys, highlights include suede creepers, desert boots, monkey boots, Derby shoes and a classic brogue. — Stand VD4

WILD THINGS FUNKY LITTLE DRESSES Home-grown, British-made childrenswear brand Wild Things Funky Little Dresses focuses on strong colours, simple imagery and retro influences combined with a hand-crafted feel. Key are play dresses, which offer contemporary styling and an easy fit. Dungarees, jackets, bold graphic applique and print pinafores also feature. — Stand VD5

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January/February 2014

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AT THE SHOW: Bubble London, the UK’s only dedicated trade show for children’s clothing, gifts and interiors, will present its most varied programme to date on 26-27 January at the Business Design Centre, Islington. First and foremost, this season will see the introduction of a fashion show on the opening day of the event. Taking place at 1.15pm and 4.30pm, Bubble Runway will provide an overview of key a/w 14 looks taken from the show’s extensive clothing and accessories collections. Returning favourites, meanwhile, include the Look Who’s Talking seminar programme, bringing the best in business advice and trend updates from leading industry experts, and The Rising Star competition, which celebrates brands launching their first wholesale collection at the show. Other points of interest include Hot off the Press, where childrenswear brand Ruff & Huddle (stand G51) will be offering visitors free customised T-shirts or tote bags created on its own printing press. Additionally, Ashlyn Gibson, art director, stylist, writer and owner of London family lifestyle store Olive Loves Alfie, will be on hand to sign copies of her interior design book, Creative Family Home, with photography from the book on display at the show. Bubble has also teamed-up with new family rental accommodation company Kid & Coe, which ran a competition to provide one lucky winner with a free weekend stay in a Marylebone apartment for the duration of the show. For more competitions, sign-up to the Kid & Coe newsletter at www.kidandcoe.com, or follow it on Instagram, Twitter or Facebook. Highlights from Kid & Coe’s rental listings can be found in Bubble Hub, offering a display of some of the most chic holiday homes on the market. Finally, don’t miss this season’s drinks reception following the first day of the show, held on-site at 5-6pm.

COLOLO Established in 2013, Cololo is a UK label that offers duffle coats for boys and girls aged six months to five years. The concept behind the brand is a line of brightly coloured duffle coats with the option of nine badge shapes, which sit either side of the coat's toggle fasteners. — Stand C34

COTTONBABY

MY LITTLE BABY ROCK

MILK AND BISCUITS

New to Bubble and the UK this season is South Korean childrenswear brand Cottonbaby. Products on offer include denim, dresses, knitwear and accessories. — Stand VE6

This organic textile fashion brand for babies and young children features an urban rock style. Products include seasonal blankets, muslin blankets, sunshades, newborn hats, bandana bibs, custom-made activity mattresses and bags. Key prints are skulls, stars, peace signs and guitars. — Stand VB8

Established in 2012 and catering for 2-8 years, British brand Milk and Biscuits offers a full collection for boys and girls including wool outerwear, woven shirts, knit sweatshirts together with dresses and trousers. Emphasis this season is on texture and details. — Stand A63

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January/February 2014

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STICKY FUDGE Designed with vintage styling and a timeless charm, Sticky Fudge caters for ages 0-7 years, with collections designed and tailored in Cape Town, South Africa. Most of the garments are also manufactured in Cape Town, produced from natural fabrics and featuring prints and trims. — Stand D16

NIKOLIA Childrenswear label Nikolia creates fun clothing to make children feel at ease and comfortable. Detailing can be found in the form of buttons, laser treatment and fabrics. — Stand A54

LITTLE JALO

ADEN & ANAIS

ERGOPOUCH

Swedish baby and toddler brand Little Jalo’s collection consists of products in lambskin, cashmere and bamboo. Key pieces include foot-muffs, hats, booties, mittens and blankets. — Stand A59

This season aden + anais is supplementing its offer of 100 per cent breathable, cotton muslin products with an extended bamboo collection that includes “snap bibs” and sleeping bags. The additions complete the brand’s bamboo offer, which also features swaddles and “burpy bibs”. — Stand VB14

ErgoPouch’s philosophy is about aiding and revitalising a baby’s night’s sleep. The nursery brand’s range of sleep products uses innovative design features coupled with high-quality, environmentally friendly fabrics to promote healthy sleep. Key is the ErgoCocoon, which is a take on the traditional swaddling blanket. — Stand G34

  

            

         

           

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January/February 2014

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I LOVE GORGEOUS Rich in heritage, the a/w 14 collection takes its cue from the British Isles. Materials are luxurious and include wool, cashmere and velvet, while partywear is decorated with elaborate finishes. Prints feature throughout, with fox prints and ditsy florals on playsuits, dresses and tops. Woollen coats, faux furs and vibrant tartan chiffon are key, as is the brand’s Snow Queen dress. Stand B2

TUTU DU MONDE

OLANG

Tutu Du Monde’s collection includes tutu dresses and skirts made from natural materials, cottons and silks, often with beading and reminiscent of a vintage garment. Flower and princess dresses, hair clips, headbands and accessories also feature, with pastel colours, silk ribbons, sequins, crystal beads and feathers key. — Stand A3

On offer amid snowboot brand Olang’s kids’ collection this season is the Kelly style. Design features include a glossy quilted upper, faux-fur cuff, Sherpa fleece lining, lightweight and flexible sole, deep tread and a full front zip. Available in a wide range of colours including neon shades. — Stand E8

PIUPIUCHICK

THE LITTLE TAILOR

MIMO

Childrenswear brand Piupiuchick offers coordinated looks that allow siblings, cousins or friends to dress in complementary fashion. Detailing is key, seen in frills, ribbons, linings, buttons and tags. — Stand VB2

Signature pieces include cardigans, blankets, hats, knitted booties and teddies. For a/w 14, there are new lines in jersey items such as delicate T-shirts, hats, bodysuits and sleepsuits and, adding to its current knitwear collection, jumpers and all-in-ones in cotton and cashmere mixes. — Stand B1

Specialist bespoke children’s trouser brand Mimo will showcase its new a/w collection for ages six months to six years. The range features trousers, dungarees and romper suits in a choice of cottons and cotton mixes, with key styles including bow-fronted trousers, classic corduroys and straight-cut velvet trousers. — Stand C38

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January/February 2014

9 LONDON LABEL LAMB

Maternity brand 9 London’s offer includes a maternity body care range by Emily Evans created especially for expectant mothers and packed with beneficial and natural ingredients. Products include stretchmark cream and bust-firming lotion. — Stand G66

New British brand Label Lamb for ages 1-6 years offers tank tops, jumpers, cardigans, dresses and scarves made from recycled, 100 per cent cashmere. Due to the nature of manufacture, each garment is a one-off and is offered in a choice of three colourways – pastel, muted or monochrome. — Stand E58

DAINTY DIZZY

BEATRIX NEW YORK

LUCY PEACH SLICE

New UK-manufactured occasionwear brand Dainty Dizzy for girls aged up to 12 years returns to the show this season following its s/s Bubble debut. The range includes dresses, skirts, accessories and personalised T-shirts. — Stand G13

New York City company Beatrix offers a range featuring a variety of original characters across products such as backpacks, lunch boxes and wheelie suitcases, all made with a focus on simplicity, quality and fun. — Stand C23

Girlswear brand Lucy Peach Slice caters for ages 2-12 years and utilises photographs to create unique fabrics that sit alongside T-shirts printed with handwritten messages. — Stand G35

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January/February 2014

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LITTLECHOOK

HATLEY

Produced in the UK for 0-6 years, childrenswear label Littlechook’s colour-pop collection features large-scale, bright prints of kids’ favourites such as dinosaurs and ponies. Personalised number T-shirts and limited-edition seasonal ranges for Halloween, Easter and Christmas also feature. — Stand VE2

Hatley’s new a/w 14 collection is showcased to the UK at Bubble this season and includes bold stripes, soft patterns and stars, with the brand’s new reversible puffer winter coats key. New prints have been added, including Big Rig Trucks and Party Owls. — Stand C41

RACHEL RILEY

PAGLIE

ZOOBUG

This season, British label Rachel Riley draws inspiration from the 40s, 50s and 60s, with fine tailoring, hand smocking, hand embroidery and vintage-inspired prints designed by, and exclusive to, the brand. Handmade party slippers also feature. — Stand B7

Cosy styles are key for girls, with a warm shade of red as a basic colour. Romantic embroideries of cherry blossom branches and exotic birds feature, as do layer dresses made of tulle and cotton and knitwear. Colours are subtle for boys, with key pieces including jackets with cosy linings. — Stand E25

Children’s eyewear brand Zoobug has a new focus for 2014. Highlights include Zoobug Daisy sunglasses in three new colours. The label has also expanded its optical collection to target the teen market, adding bigger eye sizes for bestselling styles. — Stand D4

CUTE CUTE Cute Cute offers handmade products for girls and boys. For babies’ and girls’ occasionwear, the brand provides tutu skirts, headbands, bows, clips, baby socks and lace sandals, with party and everyday hair accessories also available. For boys, bow ties and onesies are key. — Stand VE4

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January/February 2014

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NATURE ZOO OF DENMARK

EMEL Handmade from Italian leather, Polish footwear brand Emel’s shoes come with a lifetime guarantee. All leather used by the label for its shoes is free of carcinogenic chromium. — Stand B51

Danish baby and children’s brand Nature Zoo specialises in hand-crocheted baby and children accessories, with animal designs key. Products are handmade from Oeko-Tex 100 bamboo yarn and CE marked. — Stand D41

DIMITY BOURKE

MOLO

LOVE SOAP

Entitled Into the Woods, Dimity Bourke’s a/w collection features three vintage sari inspired signature prints – Black Beauty, Red Russian and Rose Garden. A key piece is the quilted Imperial Jacket in digital-printed cotton satin complete with embroidered detail, contrast lining and hand-beaded tassel belt. — Stand B11

Molo offers a new interpretation of the urban look for a/w 14, experimenting with structure and texture. Key for girls are graphic lines in jersey and on jeans, animal prints and metallic effects on fabrics and zippers. For boys, flecked sweats and jeans, washed two-tone cord and varsity effects all feature. — Stand C12 + C19

Love Soap is a new range of organic, handmade bath products designed especially for children. All Love Soap ingredients have been sourced through organic farming methods and do not include any harmful chemicals. Ranges include mandarin and lavender. — Stand G25

             

            

           

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January/February 2014

LITTLE JOULE Highlights for girls include transitional pieces, equestrian elements, sequins, tulle skirts and embellished jewels for the festive season. For boys, outdoors is a key theme alongside transitional items and a heritage feel to traditional pieces for the seasonal period. The Baby Joule and Toddler Joule collections offer colour, character, charm and comfort. — Stand C1

LILLY + SID Inspired by the British tradition of pantomime, the a/w 14 collection offers an element of dress-up, with new accessories, integral masks, 3-D features, new characters and a rich colour palette reminiscent of vintage theatre. Also new are knitted playsuits, standalone collars and a seasonal Christmas collection. — Stand C32

GNU BRAND

ELKS & ANGELS

CHIPMUNKS

Lemon Loves Lime is the parent company of Lemon Loves Layette, Lemon Loves Lime and Gnu Brand (pictured). The clothing line includes ruffles, graphic tops, denim, dresses and fashion-forward basics for infants up to 10 years of age. All lines are manufactured in Peru in 100 per cent Pima or Peruvian cotton. — Stand A55

Elks & Angels is an American brand of luxury Australian sheepskin accessories for babies. The label’s sheepskin cuddle bears are a core product, available in two sizes and three colours. — Stand VE10

Chipmunks footwear offers a fun and fashionable children’s collection. Infant shoes are flexible, roomy and simply made, with wider fits accommodating young toes and allowing feet to grow naturally without restrictions. The range is mainly produced from soft leather and suede, with linings including fleece. — Stand A4

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January/February 2014

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BABEROO

ORGANIC CHILDREN

London independent retailer Carry Me Home has teamed up with tights brand Baberoo to create a capsule collection of children’s tights. Featuring organic cotton styles for ages newborn up to three years, the range offers fun prints and a colour palette of grey, red, navy and pink. — Stand VE10

All Organic Children products are suitable for those prone to eczema, psoriasis and other skin allergies. Highlights include the certified organic Berrie Smoothie scented shampoo and conditioner with a new raspberry, apple and vanilla aroma. — Stand A6

LUCAS FRANK

ISBJÖRN OF SWEDEN

BÓBOLI

Catering for 18 months - 12 years, Lucas Frank continues into a/w 14 with the same core ethos of offering “boyish” British-style boyswear. Highlights include a bright winter palette, new polo, hoodie and rugby tops, and the introduction of headwear, jackets, accessories and a limitededition US line to complement the brand’s ranges for the US and Canadian markets. — Stand C40

Isbjörn of Sweden will showcase a collection of outdoor garments, which are fully windproof and waterproof yet breathable and produced from eco-friendly materials and membranes. Design highlights include “grow cuffs” in the brand’s padded jackets and pants, which expand by one size to extend the life of the garment. — Stand B28

Four main themes feature for a/w 14. City Walk, where red is key, along with knitted fabrics and inspiration from big cities such as New York and London. Colour Block focuses on clean, strong colours, patterns, stripes, velvet and corduroy. Cold Days has a retro and vintage air, while Forest Stories features warm colours and jacquards. — Stand G4

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January/February 2014

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LOVE FRANKIE This season childrenswear and homeware brand Love Frankie Bubble makes its Bubble debut to showcase its first collection. Taking inspiration from vintage, retro and Scandinavian design, key items include cushions, lampshades, twirly skirts and braces. — Stand B54

MAXOMORRA Swedish brand Maxomorra is characterised by bold prints, colours and co-ordinating accessories, with the majority of the range made from organic cotton. New for a/w 14 is an outdoor collection of shell jackets, fleeces and rainwear as well as an extended print range with scarves, hairbands, gym bags, baby blankets and booties. — Stand E9

LITTLE BU Nail Polish brand Little Bu’s range now includes the addition of a paint-on, peel-off nail polish line. The range is non-toxic, odourless and available in four bold and creamy shades – pink/red, teal, orange and fuchsia. — Stand VC2

FRUGI

BONNIE BABY

TOBY TIGER

Amid its a/w 14 offer, Frugi has two new ranges – “made in the UK” luxury merino and cashmere knitwear and an environmentally friendly outerwear range made of 100 per cent recycled bottles. The outerwear offer includes water-resistant coats, and pram suits complete with reflective detailing. — Stand A1

A/w 14 highlights include Zebra intarsia sweaters, all-over rabbit-print fleeces and colourful geometric Fair Isles and stripes. Fox and panda intarsia motifs make a return, as do star and cloud motifs on appliqué jerseywear. Colours are black, white and tonal greys with colour pops of yellow, pink and blue. — Stand D19

Highlights from Toby Tiger include the brand’s signature organic jersey appliqués, printed corduroy, raincoats with matching wellies, snowsuits and padded jackets, all bearing the label’s colourful prints. — Stand A20

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

4funkyflavours

Angel Dear

Angels and Fishes

STAND A12

STAND E23

STAND G1

From our classic blankie to our fine apparel, every Angel Dear product upholds our commitment to beautiful quality. Based in California, we have sold our lines in the finest boutiques and department stores and are now pleased to bring our collection to the UK.

Christening and Occasion wear Handmade in England. Established in 2009 Angels and Fishes create magical occasion wear using beautiful silks and Nottingham laces and with special attention to detail which make the garments items to treasure.

Tel: 510 395 1359 Email: kim@angeldear.net www.angeldear.net

Tel: 01604 710851 Email: sales@angelsandfishes.com www.angelsandfishes.com

4funkyflavours is a fun funky brand from e Netherlands that offers cool kids clothes with a '70s feeling. Tel: +31 402 180 567 Email: info@4ff.eu www.4ff.eu

Caracoteen

Chipmunks

Cottonbaby

STAND VC6

STAND A4

STAND VE6

is exclusive innovative French brand for the teenage girl and her little sister, includes nightwear with nighties and boxers. e other major part includes daywear with bras, brassieres, caracoes, panties, shorties and briefs. Tel: +33 (0)663 80 76 63 Email: iris@caracoteen.com Tel: +33 (0)661 96 18 52 Email: peggy@caracoteen.com www.caracoteen.com

Chipmunks footwear is a collection of fun and fashionable infants shoes. AW14 boys range is military inspired and for girls we have animal print and antique florals. Sizes 4-2 available.

An exciting Korean label now lauching in Europe! From elegant girl's dresses to colourful vintage inspired kids clothes and accessories. All designed and made in South-Korea. Aged 2-9 yrs.

Sophie Young (Sales Manager) Tel: 01925 710110 Email: enquiries@chipmunksfootwear.co.uk www.chipmunksfootwear.co.uk

Tel: +358 505016198 Email: cottonbabyeurope@gmail.com www.cottonbaby.co.kr

Craghoppers

Crowns & Coronets

Dainty Dizzy

STAND E48

STAND VB10

STAND G13

For kids, it's all about adventure. Our tough, practical outdoor clothing helps keep them protected whatever the weather.

British luxury label, Crowns & Coronets, creates sumptuously so and ethical knitwear for 0-6 year olds. Each garment is handcraed in England from a blend of the purest Himalayan yak down and the finest sustainable bamboo.

Tel: Sales on 0161 749 1300 Email: sales@craghoppers.com www.craghoppers.com

Tel: 01527 894155 Email: info@crownsandcoronets.co.uk www.crownsandcoronets.co.uk

Dainty Dizzy, a new UK brand, design luxurious yet fun special occasion wear for younger girl's. AW 14 collection plays on magical winter themes that will truly fire up the imagination! Tel: 07815 146313 Email: hello@daintydizzy.co.uk www.daintydizzy.co.uk

Didriksons

Emile et Rose

Frugi

STAND C46

STAND C43

STAND A1

e collection for winter 2014 includes stylish, fun and highly practical designs that will keep kids dry, warm and fully protected from the elements. Jackets, pants and coveralls are cut to allow total freedom of movement so the kids can play outside all day. Tel: 07979691899 /01275 390451 Email: john.wright@didriksons.com www.didriksons.com

e best of British babywear - beautiful attention to detail, gi presentation and accessories with most outfits. Classic velour coats for boys and girls are always a favourite. Tel: 01509 881300 Email: rsbsharon@aol.com www.emile-et-rose.co.uk

e Best Childrenswear on the Planet: Beautiful, ethical, and organic. Tel: 01326 558 462 Email: info@frugiwholesale.com www.frugiwholesale.com

Green People

Hatley

Kissy Kissy

STAND A6

STAND C41

STAND G8

Baby Bathroom Essentials - Goodness you can Trust. Give parents the choice of organic purity by stocking Green People’s certified organic baby products! Favourites include our “Hello Baby” gi sets. Tel: 01403 740350 Email: organic@greenpeople.co.uk www.greenpeople.co.uk

Playful and colourful prints matched with excellent quality are what make Hatley every childs favourite. Tel: 0207 544 4833 Email: chriso@hatleylbh.com www.hatley.com

Kissy Kissy’s wonderful layette Collection all in the very finest 100% Pure Pima Cotton. Beautiful embroidery and gorgeous fun prints, a must for every new baby! Tel: 44(0)1442 248103 Email: sales@kissykissyheaven.co.uk www.kissykissyonline.com

Kite

Lebluu

Lilly + Sid

STAND B31

STAND VB3

STAND C32

Planet-friendly kit. So organic fabrics. Beautiful colours and prints. Relaxed styles. oughtful details. Brought to life with passion and care by the sea in Dorset. For babies and children from 0 to 11 years. Tel: +44(0)1202 733222 Email: ally@kite-clothing.co.uk www.kite-clothing.co.uk

Lebluu is designed to do more than covering your body and being fashionable. We do amazing clothes to play. Tel: +34 937578081 Email: info@lebluu.com www.lebluu.com

Multi award winning brand Lilly + Sid draw inspiration from the tradition of Pantomime for their AW14 collection. New pattern cutting techniques and layering pieces feature in the trend-led collection with a fun, funky, heritage twist. Wholesale prices £5 to £16. Age range: 0-8yrs Tel: 00441788332278 Email: info@lillyandsid.com

Lucypeachslice

Mitty James

Powell Cra

STAND G35

STAND A22

STAND D44

Personal photographs create signature prints for this beautiful collection. Key pieces are skirts, dresses and harem trousers, while handwritten messages printed on tees complete the look for girls 2-12.

High quality Beach and Swim styles for kids 3 months-13 years. Classic and fashionable designs. Great UV sun protection range including Hats. All designed in the UK.

Tel: 07443 455472 Email: info@lucypeachslice.com www.lucypeachslice.com

Tel: +44 (0) 1442 289898 Email: sales@mittyjames.com www.mittyjames.com

With it’s wide selection of childrenswear Powell Cra’s product launches for the new season look absolutely adorable. New products include babygrows, jumpsuits, cotton knit pyjamas and fabulous new knitwear ranges. Tel: +44 (0) 1273 622023 Email: sales@powellcra.co.uk www.powellcra.co.uk

Rachel Riley

Rêve d'antan

SOOKIbaby

STAND B7

STAND G300

STAND D1

Award-winning British brand Rachel Riley introduce their AW14 Collections. Exclusive vintage-inspired prints, beautiful party dresses and hand smocked, embroidered and classic styles for girls, boys and babies.

CHIC & CLASSIC: We wanted to give your children a collection of pyjamas and nightdresses -White, Poetic and Romantic. ese sleepwear are cut in noble materials and 100% natural. Cotton, silk, linen and fine finishing.

Tel: 0207 935 7007 Email: jacqueline@rachelriley.co.uk www.rachelriley.co.uk

Tel: 0033 6 85 05 56 34 Email: emmanuella.cazalis@gmail.com www.reve-d-antan.com

Australian brand SOOKIbaby oﬀers refreshingly quirky designs for babies! SOOKIbaby signature style incorporates unique designs, excellent quality fabrics and clever detailing. Tel: 61 2 9505 8700 Email: customercare@tinytribe.com.au www.sookibaby.com.au

Sticky-Fudge

Toby Tiger

Young Soles

STAND D16

STAND A20

STAND VD4

e Sticky-Fudge collections are designed with a vintage, trendy styling and a sense of everlasting charm. ese timeless collections are available from newborn to 7 years.

Colourful organic and ethical clothing for babies and kids up to six. Unique colourful prints and simple bold motifs give this modern brand a recognisable identity and lets kids be kids!

A children’s footwear brand that evokes memories from a bygone age, blending retro-cool with classic British styles and cramanship for children from toddler to 10 years. Shoes for Young Soles.

Tel: +27(0)87 151 4883 Email: info@sticky-fudge.com www.sticky-fudge.com

Tel: +44 (0)1903 766777 Email: info@tobytiger.com www.tobytiger.com

Tel: 020 7739 6432 Email: hello@youngsoles.co.uk www.youngsoles.co.uk

  

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                                                              

ONce UpON a TIme IN a laND far, far away... The latest looks for autumn/winter 2014.

Rapunzel GABRIELLA – Red heart dress, Rachel Riley, £35, 020 7935 7007 : Red tights, stylist’s own : Blue shoes, stylist’s own

This page – Pied Piper ARCHIE – Blue blazer, Marmalade & Mash, £30, 07850 897304 : Check shirt, Marmalade & Mash, £14.50, 07850 897304 : Turquoise trousers, Hugo Boss, from £29, 020 8964 8605 : Hat, stylist’s own GABRIELLA – Black faux-fur coat, BillieBlush, £29, 020 8964 8605 : Black cross-body bag, Little Marc Jacobs, from £51, 020 8964 8605 : Black tights, Country Kids, £3.95, 01883 740066 : Headdress, stylist’s own : Silver shoes, stylist’s own Opposite: Mary Mary Quite Contrary GABRIELLA – Green dress with sequin appliqué detail, I Love Gorgeous, £43, 01748 822055 : Purple faux-fur collar, I Love Gorgeous, £14, 01748 822055

This page: Wind Up Doll ARCHIE – Blue shirt, Ben Sherman, price on request, 01992 538003 : Red tank top, Their Nibs, £14, 020 7101 0351 : Green trousers, Marmalade & Mash, £16.50, 07850 897304 : Brown suede boots, Start-rite, price on request, 01603 595200 : Bow tie, stylist’s own Opposite top: Jack & Jill ARCHIE – Mustard cardigan, French connection, price on request, 01992 538003 : Check shirt, Marmalade & Mash, £14.50, 07850 897304 : Navy corduroy trousers, Marmalade & Mash, £16.50, 07850 897304 : Navy shoes, Young Soles, from £30.82, 07515 369391 : Crown, stylist’s own, Red cape, stylist’s own GABRIELLA – Bow hairband, I Love Gorgeous, mushroom sequins £9 and blue chiffon £5, 01748 822055 : Gold jacket, Angel’s Face, £28, 01732 823700 : Check blouse, Marmalade & Mash, £13.50, 07850 897304 : Lace metallic skirt, I Love Gorgeous, £22, 01748 822055 : Brown tights, Country Kids, £3.95, 01883 740066 : Grey boots, Young Soles, from £32.06, 07515 369391 Opposite bottom: Cinderella GABRIELLA – White appliqué dress, Mischka Aoki, £557, 07872 163682 : Sliver ballet pumps, Angel’s Face, £13, 01732 823700 : Pink ballet pumps, Angel’s Face, £13, 01732 823700

Unless otherwise stated, all prices are wholesale. This page: Jack & the Beanstalk ARCHIE – Denim shirt, Hugo Boss, from £29, 020 8964 8605 : Navy trousers with braces, French Connection, price on request, 01992 538003 : Navy Shoes, Young Soles, from £30.82, 07515 369391 : Mask, stylist’s own Opposite: Hansel & Gretel ARCHIE – Grey print shirt, French Connection, price on request, 01992 538003 : Grey trousers, Hugo Boss, from £29, 020 8964 8605 : Navy shoes, Young Soles, from £30.82, 07515 369391 : Hat, stylist’s own GABRIELLA – Print dress, Aravore, £32, 020 8347 5752 : Black tights, Country Kids, £3.95, 01883 740066 Stylist: FRAN LEE www.franleestylist.co.uk www.productionelement.com Photographer: SONYA HURTADO www.sonyahurtado.co.uk

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January/February 2014

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+ !0   

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Floral painted home in Zalipie, Poland

Polish mountain slippers

Traditional paper Polish chandelier

Traditional mountain neckerchief

Bimbalina

Boboli Bon Chic

Fun & Fun

Illudia

Condor

The look: Children uncover treasured trunks filled with artefacts from their privileged Eastern European ancestors. Inspiration: Formal Polish portraits from the 30s / Storybook illustrations from Eastern Europe / The Polish Pavilion at Shanghai World Expo 2010 / Saint Basil’s Cathedral in Moscow / Polish folk tableware and costumes / Floral painted homes in Zalipie. Key collections: Illudia, Bimbalina, Condor, Boboli, Foque, Quis Quis.

   

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Michael Schooner, Z Step

Lucas Maassen, Yoga Chairs, 2008

Shannon Rankin Heave, 2011

Interwoven Baskets

Pale Cloud

Stride Rite From the World

Pale Cloud

Stride Rite

The look: Young yogis retreat to the mountains in search of the truth in a realm of silence. Inspiration: Nicholas Alan Cope’s Whitewash / Lee Jin-Man’s Little Buddha Camp / Nature botanical charts and terrariums / Nature photography by Franck Juery / Home decor by Amanda Weiss / Lucas Maassen’s Yoga Chairs / Michael Schooner’s origami art. Key collections: Pale Cloud, From the World, Condor.

    

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January/February 2014

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Yago Partel, Zoo Portraits, 2013

Jacob Kassay, The Gesture and the Sign, 2013

Margeaux Bucher, Leather Feathers, 2013

Rose Window in York Minster, 1500s

Bonnie Young

Miss Blumarine Oh Soleil

Fun & Fun Girl

Philipp Plein Petite

Monnalisa

The look: Bedtime brings magical adventures with mystical creatures in imaginary lands. Inspiration: Child photography by Jacqueline Roberts / Rick Owens furniture / Dark animal-themed art / Haunting children’s books such as The Child in the Oak / Childhood superstitions and rituals / Spellbinding bedtime tales that teach life lessons. Key collections: Phillip Plein Petite, Bonnie Young, Quis Quis, Illudia.

    

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Richie Talboy, Still Lives — Olympics, 2012

Mathis Rekowski, Science of Reality

Helga Stuber-Nicolas, Pencil Shaving Cube

Cute Graffiti Tee, a/w 13

Agatha Ruiz de la Prada

Diesel ICE Iceberg

Agatha Ruiz de la Prada

Silvian Heach

Petite Parade

The look: Young urbanites cover a run-down factory in neon day-glo paint. Inspiration: Colourful paintings by Kirra Jamison and Mathis Rekowski / Pencil shaving art by Helga Stuber Nicolas / Lego-inspired Uanyi backpacks / Woods of Net playground in Japan / Uplifting graffiti art / Day-glo paint. Key collections: Agatha Ruiz de la Prada, Silvian Heach, Diesel, Boboli, ICE Iceberg.

    

  

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January/February 2014

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BOBUX Bobux offers baby, toddler and pre-school shoes designed to mimic the freedom of going barefoot. New for a/w 14 includes the splash boot range, available in five colourways, featuring water-resistant “splashtex” leather and 100 per cent herringbone wool lining. —

       

            

O’NEILL Influenced by a Siberian adventure, the a/w 14 O’Neill kids’ footwear collection includes 16 styles, ranging from street-inspired hi-tops to warm, snow-ready boots. Favourites in the new collection are the retro-inspired Crusher 2 for boys and the Furry for girls, which is built for warmth with faux-fur trimming and suede upper. —

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January/February 2014

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DANCO

PIPPO

LELLI KELLY

Key styles shown by established children’s footwear specialist Danco include a girl’s wedge sandal, a girl’s ivory shoe with a pearlised-look upper and satin diamante trim suited for parties, communions, weddings and special occasions, and girls’ glitter party shoes decorated with diamante ornament. —

This season, Pippo’s collection has been enhanced to provide further comfort and protection for children’s feet. New features include a range of sole units and upper patterns designed to be more durable and easy to wear. —

Key this season is the mid-canvas embroidery decorated boots, embellished with beads and suitable for younger girls through to teens. Design features include pure cotton uppers, natural rubber outsoles and leather in-socks. —

PETASIL

PODLERS

IPANEMA

With the tag line, “Where fashion meets function”, key styles within Petasil’s collection include a classic, unisex loafer in a choice of patent or plain leather – ideal for school – and a lace-up black ankle boot for both boys and girls, complete with a striking orange-coloured grip sole and side zip for ease. —

Pod footwear returns with its Podlers canvas collection for kids featuring scented soles. Key for girls are daisies, butterflies, bees and glitter styles. For boys, meanwhile, sports and racing designs are particular highlights. Each shoe has fixed elastic laces, with certain styles also including a Velcro strap. —

Brazilian, 100 per cent recyclable and sustainable footwear brand Ipanema will unveil the Ipanema Gisele Bündchen s/s 14 collection for girls and baby girls. While reflecting the women’s styles, which include a gladiator sandal with adjustable ankle strap, the children’s range features pastel pink and purple for a softer look. —

RICOSTA

PRIMIGI

FRODDO

The skater theme continues within Ricosta’s latest offering, featuring coloured sole units complete with a contrasting flash of colour. Also key are decorative stars, studs and buckles; pearlised and subtle glitter leathers; patents and hints of animal print for girls; and the theme of outer space, waxed leathers and earthy tones for boys. —

For more than 30 years, Primigi has been the brand of choice for Italian mothers, making footwear for children aged 0-14 years, focusing on quality, style and attention to detail. Designs with a Gore-Tex membrane are available. —

Featuring shoes and boots in a variety of styles and materials, Froddo’s a/w 14 collection focuses on simplicity of design and mono-coloured styles. Detailing is found in flowers, hearts, numbers and stars in stitching and crystals. Other highlights include a classic retro-style line and water-repellent leather. —

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January/February 2014

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01: TRUNKI

02: POP CUTIE

03: MINISERI

Travel pillow Price on request 0117 954 2781

Necklace ¤10 07900 187669

Vintage sport print satchel £38 020 3137 3503

04: BECKY BAUR

05: SUNPROOF

06: SARA LOWES

Cushion £19 07890 452268

Frog sunglasses case £1.50 01460 258040

Animalesque blue rabbit headdress £17.50 07599 160674

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January/February 2014

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63: News 64: Woven in Wales The latest on the second-generation family business, which recently underwent a rebranding 66: Magic for business How TheMagicTouch is putting image transfer printing back in the hands of suppliers to schools

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January/February 2014

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Chelmsford family business Schoolwear Plus was recently selected by Dragonâ&#x20AC;&#x2122;s Den star Theo Paphitis as a winner of his Small Business Sunday (SBS) competition. The retailer went on to meet Paphitis at an exclusive event for SBS winners at the ICC in Birmingham.

ď&#x20AC;§ď&#x20AC;&#x2014;ď&#x20AC;&#x153;ď&#x20AC;Łď&#x20AC;Ł ď&#x20AC;&#x20AC;ď&#x20AC;¨ď&#x20AC;Śď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2DC;ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;&#x2122;ď&#x20AC;Źď&#x20AC;&#x2014;ď&#x20AC;&#x2122; ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;?ď&#x20AC;˘ ď&#x20AC;&#x2122;ď&#x20AC;Ąď&#x20AC;¤ ď&#x20AC;Łď&#x20AC;ď&#x20AC;&#x2122;ď&#x20AC;&#x2122;ď&#x20AC;&#x20AC;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x203A;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;Ąď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;¨ Sheffield personalised schoolwear supplier School Trends won the Philip Baxendale Award for Employee Engagement at the recent Employee Ownership Associationâ&#x20AC;&#x2122;s Gala Dinner. The annual event, which celebrates excellence in employee ownership, took place at the National Motorcycle Museum in Solihull. The award was presented to a select group of employees from across the business who were instrumental in putting together a detailed proposal on how School Trends engage its employees.

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ď&#x20AC;&#x2014;ď&#x20AC;Ťď&#x20AC;&#x2013;ď&#x20AC;&#x20AC;ď&#x20AC;§ď&#x20AC;&#x2014;ď&#x20AC;&#x153;ď&#x20AC;Łď&#x20AC;Ł ď&#x20AC;Ťď&#x20AC;&#x2122;ď&#x20AC;&#x2022;ď&#x20AC;Śď&#x20AC;&#x20AC; ď&#x20AC;&#x203A;ď&#x20AC;Łď&#x20AC;&#x2122;ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;&#x2DC;ď&#x20AC;?ď&#x20AC;&#x203A;ď&#x20AC;?ď&#x20AC;¨ď&#x20AC;&#x2022;

SBS sees businesses tweeting Paphitis about their companies on a Sunday between 5pm and 7.30pm including the hashtag #SBS. Six winners are retweeted every Monday at 8pm and invited to enter their business profile on the SBS website free of charge. Since winning, and having its message retweeted by Paphitis to his 402,000-plus followers, Schoolwear Plus has gained over 200 more Twitter followers and seen increased interest from customers.

In order to reach all the key players within the schoolwear industry, CWB is emailing out a digital version of its schoolwear section every issue to over 2,600 schoolwear retailers and suppliers. Following print publication of every issue of the magazine, therefore, the team behind CWB will send out an email with a link to an electronic version of the schoolwear section, which can then be viewed as a page turner online. By reaching a wider audience through digital distribution, CWB aims to boost brand awareness amid the industry, as well as ensuring schoolwear advertisers are reaching their full target audience year-round, with advertisements now being viewed both in print and online.

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ď&#x20AC;&#x2122;ď&#x20AC;§ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;?ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;Ąď&#x20AC;Łď&#x20AC;Śď&#x20AC;&#x2122;ď&#x20AC;&#x20AC;ď&#x20AC;¤ď&#x20AC;Šď&#x20AC;§ď&#x20AC;&#x153;ď&#x20AC;&#x2122;ď&#x20AC;§ ď&#x20AC;Ťď&#x20AC;&#x153;ď&#x20AC;Ł ď&#x20AC;&#x2122;ď&#x20AC;§ď&#x20AC;&#x2022; ď&#x20AC;&#x2122; Established in 1983, Cardiff independent sporting goods and schoolwear retailer YC Sports is seeking wholesale accounts for its rapidly developing own-label school uniform brand, Less is More. The main line comprises trousers designed in a slimmer fit, popular with pupils yet still classic enough to be school-friendly. Girlsâ&#x20AC;&#x2122; trousers are available in slim or regular fit, while the boysâ&#x20AC;&#x2122; trouser is in a slim-fit chino style. The brandâ&#x20AC;&#x2122;s offer also includes a basic skirt, knitwear range with bespoke options and as of last year, blazers, also with bespoke options. The school bag range is set to be expanded and a range of school shoes is also in development.

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January/February 2014

 

$0 .39'3 $,(.2

     Located in Pembrokeshire, South West Wales, The National Weaving Company is a second-generation family business that was established by mother and daughter duo Christine and Louise Astley in 1987 with just a single loom. With the support of two schoolwear agents, Don Haycox and Keith Watts, the pair worked tirelessly to get the business off the ground, with the company’s first Back to School period proving something of a baptism of fire as the little team took it in turns to sleep by the loom and change names and colours throughout the night. Over the last 27 years, however, The

National Weaving Company has steadily grown, in every sense. The product range has expanded from just one sew-on nametape product at launch to over 20 today. And, as the product range has grown, so has the business’ accounts, which now exceed over 800 schoolwear retailers. Accordingly, the workforce has risen to a team of 20 permanent staff, comprising skilled weavers and technicians to operate the looms as well as additional temporary staff hired during the peak summer months. While the company’s offer has evolved beyond just woven nametapes and labels to

include other personalised products, woven items remain at the core of the business. The bestseller for the school sector is the traditional, 8mm woven sew-on nametape. Also key is the woven iron-on nametape, featuring a heat seal yarn on the back, that is applied to clothing with a household iron and the company’s ID Tags designed for sewing into sports kits, which are woven with large, bold lettering to provide quick and easy identification making them a favourite with schools. Other popular products include the satin iron-on name label for clothing, which provides a soft surface and minimises any

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January/February 2014

 

possible irritation, making it ideal for everyday wear when used in school shirt collars. Rivvit Nametape Fasteners, meanwhile, are a complementary product that allow for quick and easy attachment of woven name tapes into clothing by riveting them into existing wash care labels quickly and simply with no other tools required. The National Weaving Company’s non-woven products for the school sector include the Peel ’n’ Stick Shoe and Property labels, which are a set of easy-to-use stickers for labelling shoes and other non-clothing items. Super Sticky Name Labels, meanwhile, provide fun and colourful stickers designed for younger children to be used for identifying non-clothing property such as lunch boxes, with the stickers being both microwave and dishwasher safe. Similarly, the Super Fun Name Stickers range offers packs of colourful stickers in a choice of 15 designs for non-clothing applications, again, targeting the younger age group. The National Weaving Company can also provide a printing system for retailers, allowing them to produce printed iron-on labels instantly for their customers in-store. Designed to help increased schoolwear retailers’ add-on purchases when customers are at the till, the system allows a set of personalised printed labels to be created and bagged with instructions instantly. The system comes with the option of a bespoke keyboard or software provided by The National Weaving Company complete with technical support as well as stock of blank labels and ink ribbons. Beyond labels, The National Weaving Company serves the school sector with a range of personalised rucksacks and book bags for school items as well as personalised gym bags for PE and swimming gear, helping to keep students’ belongings identified and together. Personalised product also extends to pencils, with sets of 12 HB available with a child’s name stamped in foil onto each one. Personalised colouring pencils are also

provided, presented with a sharpener and an eraser in a roll-up case which, as with each each individual colouring pencil, is stamped with the child’s name. Following the recent retirement of the company’s founder, Christine Astley, the reins of the business are now in the hands of her daughters Caroline and Louise. With a strong product range under its belt, the second generation of the business is busy paving the way for the company’s continued growth and development. While maintaining the values and ethos embedded in the business by their mother, Caroline and Louise are also keen to carry the company forward. Developments, therefore, include the Welsh manufacturing premises’ recent refurbishment to accommodate a new range of looms complete with the latest computer software custom-designed to the business’ own specification. In-house manufacturing is core to the business’ success, so investment in production is paramount. By retaining its manufacture in the UK, the company can oversee all stages of production, quality control and distribution. This is exemplified in no better way than during the peak Back to School period, when, thanks to in-house manufacturing, The National Weaving Company is still able to offer same-day dispatch on nametape orders. Essentially, manufacturing in the UK allows the business to offer its retail customers confidence that levels of service and quality will be maintained year-round. While the benefits of in-house manufacturing are unquestionable for this company, it is not a process without challenges, especially in the UK’s difficult

economic climate – winter cash flow being one hurdle highlighted by the company. Nonetheless, with a strong team of dedicated staff, and by keeping costs tightly controlled, the business maintains its market share and essentially, the delivery times it can achieve purely by manufacturing in the UK enables it to produce sufficient turnover to be a successful company. The premises refurbishment subsequently triggered a rebranding of the business last year, with the new look unveiled at the 2013 Schoolwear Show. The reason for the rebranding is two-fold; as well as updating the business’ general representation with a bright and fresh new look – re-engaging existing customers as well as attracting new ones – it is primarily to reinforce and reflect the company’s roots and core message: that is proud to manufacture in the UK. The new logo, therefore, has been designed with the aim of helping clearly define The National Weaving Company as a UK manufacturer. It utilises the British colours of red, white and blue, while the logo’s design reflects the weaving element, with the addition of the year the company was founded in 1987 reiterating it is an established business. The new branding will be featured across the company’s brochures, photography and marketing material, with the exercise continuing into 2014 with the launch of a new website which, as well as incorporating the company’s new look, will feature a “trade-only” area for retailers to place orders online. The National Weaving Company prides itself on continually working on new creations and concepts, with its latest development being a new nametape that incorporates a recently sourced rainbow yarn. Less specifically, however, the family business’ focus is now on reaping the benefits of its recent investments, establishing the new–look branding and continuing to build on the success of the first generation’s work.

â&#x2013;˛

January/February 2014

ď ?ď&#x20AC;&#x20AC;ď&#x20AC;¤ď&#x20AC;Śď&#x20AC;Łď&#x20AC;&#x161;ď&#x20AC;? ď&#x20AC;&#x2122;ď&#x20AC;&#x20AC;ď&#x20AC;&#x20AC; ď ?

!7 - 9 5/9 4-18449 ď&#x20AC;&#x161;ď&#x20AC;˝ď&#x20AC;şď&#x20AC;şď&#x20AC;˝ď &#x2026;ď&#x20AC;ˇď&#x20AC;źď&#x20AC;ľď&#x20AC;&#x20AC;ď&#x20AC;¨ď&#x20AC;śď&#x20AC;łď&#x20AC;Ąď&#x20AC;Żď&#x20AC;ľď&#x20AC;ˇď&#x20AC;ąď&#x20AC;¨ď&#x20AC;˝ď &#x192;ď&#x20AC;ąď&#x20AC;śď &#x152;ď ď&#x20AC;&#x20AC;ď&#x20AC;˛ď&#x20AC;łď&#x20AC;°ď &#x192;ď &#x201A;ď&#x20AC;&#x20AC;ď&#x20AC;Żď &#x201A;ď&#x20AC;&#x20AC;ď&#x20AC;¨ď&#x20AC;śď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;§ď&#x20AC;ąď&#x20AC;śď&#x20AC;˝ď&#x20AC;˝ď&#x20AC;şď &#x2026;ď&#x20AC;łď&#x20AC;Żď &#x20AC;ď&#x20AC;&#x20AC;ď&#x20AC;§ď&#x20AC;śď&#x20AC;˝ď &#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;ˇď&#x20AC;źď&#x20AC;&#x20AC;ď&#x20AC;Łď&#x20AC;ąď &#x201A;ď&#x20AC;˝ď&#x20AC;°ď&#x20AC;łď &#x20AC;ď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;&#x2014;ď&#x20AC;Ťď&#x20AC;&#x2013;ď&#x20AC;&#x20AC;ď&#x20AC;ąď&#x20AC;Żď &#x201A;ď&#x20AC;ąď&#x20AC;śď&#x20AC;łď ď &#x192;ď&#x20AC;žď&#x20AC;&#x20AC;ď &#x2026;ď&#x20AC;ˇď &#x201A;ď&#x20AC;śď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;śď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;ąď&#x20AC;˝ď&#x20AC;ťď&#x20AC;žď&#x20AC;Żď&#x20AC;źď &#x2021;ď &#x152;ď ď&#x20AC;&#x20AC;ď&#x20AC;ťď&#x20AC;Żď&#x20AC;źď&#x20AC;Żď&#x20AC;ľď&#x20AC;ˇď&#x20AC;źď&#x20AC;ľď&#x20AC;&#x20AC;ď&#x20AC;˛ď&#x20AC;ˇď &#x20AC;ď&#x20AC;łď&#x20AC;ąď &#x201A;ď&#x20AC;˝ď &#x20AC;ď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď&#x20AC;&#x17E;ď&#x20AC;ˇď&#x20AC;ťď&#x20AC;&#x20AC;ď&#x20AC;˘ď&#x20AC;ˇď&#x20AC;ąď&#x20AC;˝ď&#x20AC;şď&#x20AC;&#x2026;ď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;˝ď&#x20AC;&#x20AC;ď&#x20AC;şď&#x20AC;łď&#x20AC;Żď &#x20AC;ď&#x20AC;źď&#x20AC;&#x20AC;ď&#x20AC;ťď&#x20AC;˝ď &#x20AC;ď&#x20AC;łď&#x20AC;&#x20AC;ď&#x20AC;Żď&#x20AC;°ď&#x20AC;˝ď &#x192;ď &#x201A;ď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;śď&#x20AC;ł ď&#x20AC;˝ď&#x20AC;žď&#x20AC;žď&#x20AC;˝ď &#x20AC;ď &#x201A;ď &#x192;ď&#x20AC;źď&#x20AC;ˇď &#x201A;ď&#x20AC;ˇď&#x20AC;łď ď&#x20AC;&#x20AC;ď&#x20AC;ˇď &#x201A;ď&#x20AC;&#x20AC;ď&#x20AC;ąď&#x20AC;Żď&#x20AC;źď&#x20AC;&#x20AC;ď&#x20AC;˝ď&#x20AC;´ď&#x20AC;´ď&#x20AC;łď &#x20AC;ď&#x20AC;&#x20AC;ď &#x201A;ď&#x20AC;śď&#x20AC;łď&#x20AC;&#x20AC;ď ď&#x20AC;ąď&#x20AC;śď&#x20AC;˝ď&#x20AC;˝ď&#x20AC;şď&#x20AC;&#x20AC;ď ď&#x20AC;łď&#x20AC;ąď &#x201A;ď&#x20AC;˝ď &#x20AC;ď&#x20AC;&#x2021; ď &#x2039; Since its formation in Germany in 1989 by founder Juergen Hagedorn, TheMagicTouch has been pioneering the digital image transfer process, and today offers full-colour image transfer paper and heat presses, together with laser colour copiers and printers. Its aim is to open up new and innovative opportunities for businesses through full-colour, high-quality image transfer printed onto a limitless range of application products; everything from textiles, metals, glass, leather and acrylic through to PU folders, mugs, wood, POS board and umbrellas. Additionally, TheMagicTouch not only produces and supplies the products enabling entry into this market, it also backs the applications with training and marketing support. Essentially, TheMagicTouch can put printing back into the hands of a business, allowing it to deliver promotional merchandise and create new commercial opportunities. TheMagicTouch has chosen now to actively targeting the school sector, having made its debut at the Schoolwear Show in Solihull in October. This is simply down to customer demand â&#x20AC;&#x201C; a requirement from suppliers to schools for a marketing tool to improve contact with customers and make more money from what is considered a very competitive market. â&#x20AC;&#x153;Over recent years, TheMagicTouch has received an increasing number of enquiries from the school sector, with the combination of technology becoming easier to understand and the low-space requirement and affordability of printers making the process very attractive,â&#x20AC;? says company MD Jim Nicol, who, in partnership with his sister Alison Nicol, opened TheMagicTouchâ&#x20AC;&#x2122;s UK office under licence in St Albans in 1991 before relocating the business in 2000 to its current UK headquarters in Dunstable. â&#x20AC;&#x153;The school market is changing, creating real opportunity to get closer, improve contact and create new business,â&#x20AC;? he continues. â&#x20AC;&#x153;I believe suppliers to schools need to widen the product range and better engage with schools.â&#x20AC;? As Nicol mentions, entry level cost of printing equipment has dramatically reduced over the years and is a considerable factor in the increased demand for TheMagicTouch service. To put these cost differences into context, in the early 90s the only printing device available for full-colour transfer production was that of colour copiers costing in excess of ÂŁ25K. Additionally, if the user wanted the colour copier to communicate with their computer, the cost could easily increase by a further ÂŁ10K. With entry level printers

now available for less than ÂŁ500, cost is no longer restrictive, and the opportunities to gain new channels of business are much more readily available. â&#x20AC;&#x153;The introduction of TheMagicTouch process to any business helps to sharpen up the userâ&#x20AC;&#x2122;s marketing and sales efforts,â&#x20AC;? he says. â&#x20AC;&#x153;Having the ability to market-specific products to target customers really works, and has a great crossover towards the B2B market. Our process also creates the opportunity for the user to assist schools with the many enterprise schemes now operating, giving the pupils an insight to operating a business within the school environment.â&#x20AC;? With developments in technology, experience in training, support for all of its products and by sharing its marketing and sales programmes, TheMagicTouch is able to efficiently assist its school-sector customers in creating new business opportunities. For any company supplying to schools, being able to produce a personalised sample for evaluation is important, especially if an event involves PTA groups or any third-party sponsors. So, one real key advantage of digital image transfer is the ability to produce bespoke â&#x20AC;&#x153;one-offsâ&#x20AC;? and short-run production quickly and cost-effectively, avoiding the traditional artwork and set-up costs normally associated with traditional print and decoration methods. Also, the process comes into its own for the increasing number of events, projects, shows and field trips organised by schools, where the demand for printed products is increasing but the order size is lower. The overall demand for quicker turnaround with increasing requirement for full colour, or even photographic imaging, is apparent to TheMagicTouch. So, by ensuring all the relevant departments in schools are made aware that they could have any product

produced with no minimum, and the ability to have a sample for evaluation without the traditional set-up or artwork costs normally associated, is an attractive prospect. TheMagicTouch has a clear mission statement, which is to create and develop new products and ideas that offer marketable products and applications, something it does via the help of two full-time chemists at the companyâ&#x20AC;&#x2122;s head office in Dieburg, Germany. One such development helping the company stay at the forefront of the game is its new WoW7.7 for garment decoration, which Nicol describes as a real â&#x20AC;&#x153;game-changerâ&#x20AC;?. The new transfer process offers a multitude of potential, creating notable interest from the school sector due to the ability to individually personalise school leaversâ&#x20AC;&#x2122; hoodies. TheMagicTouch has been recognised over the years with various industry awards for innovation, gained ISO recognition and maintaining consistent reputation for customer service and support. With over half the companyâ&#x20AC;&#x2122;s staff having almost 20 yearsâ&#x20AC;&#x2122; service, the company seeks to offer stability and clear direction in a complex technology industry. â&#x20AC;&#x153;To this day we still have over 50 clients who have traded with us for over 20 years,â&#x20AC;? says Nicol. â&#x20AC;&#x153;Back then the technology was simple â&#x20AC;&#x201C; you could only print on white colour textiles â&#x20AC;&#x201C; whereas today, we can decorate any colour textile or garment plus a host of non-textile products and applications. We never have, and never will, consider ourselves to be the total solution, but we are a â&#x20AC;&#x2DC;risk-freeâ&#x20AC;&#x2122; piece of this personalised and product decoration jigsaw.â&#x20AC;?

â&#x2013; â&#x2014;?â&#x2013;˛

January/February 2014

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0: 9 London, 020 7351 3077, www.9london.com A: Aden + Anais, 020 7801 6279, www.aidenandanais.com â&#x20AC;˘ Adore Baby, 0141 644 4565, www.adorebaby.com â&#x20AC;˘ AliOli Kids, 020 3286 1451, www.aliolikids.com â&#x20AC;˘ Alphabetty Designs, 01892 670968, www.alphabettydesigns.com â&#x20AC;˘ Angels and Fishes, 01604 710851, www.angelsandfishes.com â&#x20AC;˘ Angelâ&#x20AC;&#x2122;s Face, 01732 823700, www.angels-face.co.uk â&#x20AC;˘ Annafie, 020 7602 3850, www.annafie.com â&#x20AC;˘ Aravore, 020 8347 5752, www.aravore.com B: Baberoo, 07985 747660, www.baberoo.co.uk â&#x20AC;˘ Bambam, 01442 248103, www.finestforbaby.co.uk â&#x20AC;˘ Bamboo Baby, 07771 933045, www.bamboo-baby.com â&#x20AC;˘ Beatrix New York, 01264 782665, www.beatrixny.com â&#x20AC;˘ Becky Baur, 07890 452268, www.beckybaur.co.uk â&#x20AC;˘ Belle & Boo, 0117 924 6382, www.belleandboo.com â&#x20AC;˘ Ben Sherman, 01992 538003, www.flyersclothing.com â&#x20AC;˘ BillieBlush, 020 8964 8605, www.groupecwf.com â&#x20AC;˘ Bluebird, 01442 824489, www.bluebirdshop.co.uk â&#x20AC;˘ Boboli, 0034 937982000, www.boboli.es â&#x20AC;˘ Bobux, 07808 730176, www.bobux.co.uk â&#x20AC;˘ Bonnie Baby, 01273 227779, www.bonniebaby.co.uk C: Childs Farm, 01264 736772, www.childsfarm.com â&#x20AC;˘ Chipmunks, 01925 710110, www.chipmunksfootwear.co.uk â&#x20AC;˘ Cololo, 07715 355393, www.cololo.co.uk â&#x20AC;˘ Cottonbaby, 0035 8505016198, www.cottonbaby.co.kr â&#x20AC;˘ Country Kids, 01883 740066, www.cksox.co.uk â&#x20AC;˘ Cute Cute, 07595 171671, www.cutecute.com â&#x20AC;˘ Cute Graffiti, 020 8350 8916, www.cutegraffiti.com D: Dainty Dizzy, 07815 146313, www.daintydizzy.co.uk â&#x20AC;˘ Danco, 020 7613 5076, www.dancofootwear.com â&#x20AC;˘ Didriksons, 01275 390451, www.didriksons.com â&#x20AC;˘ Dimity Bourke, 0061 280956462, www.dimitybourke.com E: Elks & Angels, 07985 747660 www.elksandangels.com â&#x20AC;˘ Emel, 0845 463 8757, www.emelshoes.com â&#x20AC;˘ Emile et Rose, 01392 677555, www.emile-et-rose.co.uk â&#x20AC;˘ Ergopouch, 01444 628192, www.ergopouch.co.au F: French Connection, 01992 538003, www.flyersclothing.com â&#x20AC;˘ Frugi, 01326 572828, www.welovefrugi.com â&#x20AC;˘ Froddo, 01727 760101, www.kidsnewshoes.com G: Ginger Ray, 0845 680 2975, www.gingerray.co.uk â&#x20AC;˘ Gnu Brand (Lemon Loves Lime & Lemon Loves Layette), 0016 302607885, www.lemonloveslime.com H: Hatley, 0015 142728444, www.hatleynature.com â&#x20AC;˘ Hokolo London, 07711 698689, www.hokolo.com â&#x20AC;˘ Hugo Boss, 020 8964 8605, www.groupecwf.com I: Ipanema, 01992 701832, www.ipanemaflipflops.co.uk â&#x20AC;˘ Isbjorn of Sweden, 0046 762244890, www.isbjornofsweden.com â&#x20AC;˘ I Love Gorgeous, 01748 822055, www.ilovegorgeous.co.uk L: Label Lamb, 07837 573284, www.labellamb.com â&#x20AC;˘ Lelli Kelly, 0039 05834311, www.lellikellykids.co.uk â&#x20AC;˘ Less Is More, 07515 753801, www.lim-clothing.co.uk â&#x20AC;˘ Lilly + Sid, 07789 397092, www.lillyandsid.com â&#x20AC;˘ Little Bu, 07771 365457, www.iluvlittlebu.com â&#x20AC;˘ Littlechook, 07710 168935, www.littlechook.co.uk â&#x20AC;˘ Little Eleven Paris, 020 3137 3503, www.elevenparis.com/en â&#x20AC;˘ Little Jalo, 0046 709529710, www.littlejalo.com â&#x20AC;˘ Little Joule, 01858 435255, www.joules.com â&#x20AC;˘ Little Marc Jacobs, 020 8964 8605, www.groupecwf.com â&#x20AC;˘ Love Boo, 01924 370240, www.loveboo.com â&#x20AC;˘ Love Frankie, 07940 421812, www.lovefrankie.com â&#x20AC;˘ Love Soap, 07773 767792, www.lovesoapltd.co.uk â&#x20AC;˘ Lucas Frank, 0870 050 2580, www.lucasfrank.com â&#x20AC;˘ Lucy Peach Slice, 07798 771739, www.lucypeachslice.com M: Marmalade & Mash, 07850 897304, www.marmaladeandmash.co.uk â&#x20AC;˘ Maud N Lil Organic Cotton, 01295 810008, www.maudnlil.com.au â&#x20AC;˘ Maxomorra, 07598 322393, www.maxomorra.com â&#x20AC;˘ Milestone Press, 07503 403730, www.milestonepress.com.au/uk â&#x20AC;˘ Milk & Biscuits, 0086 15901660226, www.milkandbiscuits.com â&#x20AC;˘ Mimo, 07733 266055, www.mimokids.co.uk â&#x20AC;˘ Mini A Ture, 020 7348 7316, www.miniature.dk â&#x20AC;˘ Miniseri, 020 3137 3503, www.vida-kids.co.uk â&#x20AC;˘ Mischka Aoki, 07872 163682, www.mischkaaoki.com â&#x20AC;˘ Molo, 07718 987756, www.molo-kids.com â&#x20AC;˘ My Little Baby Rock, 0097 2544880459, www.mylittlebabyrock.com N: Nature Zoo, 0045 29723829, www.naturezoo.dk â&#x20AC;˘ Nikolia, 0037 065953500, www.nikolia.It O: Olang, 01787 881147, www.olang.co.uk â&#x20AC;˘ Oâ&#x20AC;&#x2122;Neill Footwear, 07795 622982, www.oneill.com â&#x20AC;˘ Organic Children, 01403 740350, www.greenpeople.co.uk â&#x20AC;˘ Oyu Moyu, 020 7183 9301, www.oyumoyu.com P: Paglie, 0049 2236383090, www.paglie.com â&#x20AC;˘ Petasil, 0035 1225074153, www.petasilkidsshoes.com â&#x20AC;˘ Pigeon, 01865 379230 www.pigeonorganics.com â&#x20AC;˘ Pippo, 0191 246 1474, www.pippofootwear.com â&#x20AC;˘ Piupiuchick, 0035 1913497102, www.piupiuchick.com â&#x20AC;˘ Podlers, 01234 240440, www.pod-footwear.com â&#x20AC;˘ Pop Cutie, 07900 187669, www.superkidsandco.com â&#x20AC;˘ Poppy, 01642 790000, www.poppy-children.co.uk â&#x20AC;˘ Primigi, 07971 190446, www.primigi.com R: Rachel Riley, 020 7935 7007, www.rachelriley.co.uk â&#x20AC;˘ Ricosta, 0116 259 7427, www.ricosta.co.uk S: Sara Lowes/Animalesque, 07599 160674, www.saralowesstudio.co.uk â&#x20AC;˘ Snuglo, 020 8347 8363, www.snuglo.com â&#x20AC;˘ Start-rite, 01603 595200, www.startriteshoes.com â&#x20AC;˘ Sticky Fudge, 0027 0871514883, www.sticky-fudge.com â&#x20AC;˘ Sture & Lisa, 01832 776588, www.stureolisa.se â&#x20AC;˘ Stylesight, 020 7613 6280, www.stylesight.com â&#x20AC;˘ Sunproof, 01460 258040, www.sunproof.co.uk T: Toby Tiger, 01903 766777, www.tobytiger.com â&#x20AC;˘ The Fableists, 01376 562846, www.thefableists.com â&#x20AC;˘ Their Nibs, 020 7101 0351, www.theirnibs.com â&#x20AC;˘ The Little Tailor, 07795 022952/ 07766 734156, www.thelittletailor.com â&#x20AC;˘ TheMagicTouch, 01582 671444, www.themagictouch.co.uk â&#x20AC;˘ The National Weaving Company, 01834 861446, www.nationalweaving.co.uk â&#x20AC;˘ The Square Card Company, 01305 458786, www.kalistileman.co.uk â&#x20AC;˘ The Typecast Gallery, 01202 849566, www.thetypecastgallery.co.uk â&#x20AC;˘ Trunki, 0117 954 2781, www.trunki.com â&#x20AC;˘ Tutu Du Monde, 07868 039843, www.tutudumonde.com V: Vevian, 07783 975155, www.vevian.com W: Wild Things Funky Little Dresses, 07976 697435, www.etsy.com/uk/shop/wildthingsdresses Y: Young Soles, 07515 369391, www.youngsoles.co.uk Z: Zippy, 01625 540249, www.zippysuit.com â&#x20AC;˘ Zoobug, 020 7253 2527, www.zoobug.com

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cwb-online.co.uk

January/February 2014



ACCESSORIES

CARRIER BAGS

SCHOOLWEAR

    

           

SCHOOLWEAR

   

  

SCHOOL TIES



BABY & KIDS SHOES

WILLIAM TURNER & SON

SSchool Sc cho ho o l Ties Tie ies & Accessories A ccesso ssorie ie s

       

Schoolwear SScho Sc cho ho o lwea we ear Accessories A Acc cce essor ssorie es

www.unicol-schoolwear.co.uk www .unicol-schoolwearr.co.uk Tel: T el: 0161 480 8582 sales@william-turner william-turner.co.uk r.co.uk

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Soft leather shoes designed to give total comfort for little growing feet +44 (0)1495 311123 www.inch-blue.com

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â&#x2013;

January/February 2014

ď ?ď&#x20AC;&#x20AC;ď&#x20AC;¤ď&#x20AC;Śď&#x20AC;Łď&#x20AC;Ąď&#x20AC;Łď&#x20AC;¨ď&#x20AC;?ď&#x20AC;Łď&#x20AC;˘ď&#x20AC;&#x20AC;ď ?

$&9 )*89844816-7+9-1 8 96597 8164971 94*5 /55 49-196*89# 9 9'/8+71 SOUTH WEST

ď&#x20AC;Şď&#x20AC;&#x2022;ď&#x20AC;˘ď&#x20AC;&#x153;ď&#x20AC;Šď&#x20AC;?ď&#x20AC;Žď&#x20AC;&#x2122;ď&#x20AC;˘ The Old Barn, Shurnhold Farm Business Park, Bath Road, Melksham, Wiltshire SN12 8DF Tel: 01225 700699 Mobile: 07785 290154 Email: Monique@vanhuizen.co.uk Web: www.vanhuizen.co.uk www.oililybag.co.uk MIM-PI, PAGLIE

IRELAND

ď&#x20AC;˘ď&#x20AC;Šď&#x20AC;&#x2022; ď&#x20AC;&#x2022;ď&#x20AC;&#x20AC;ď&#x20AC;Ąď&#x20AC;&#x2014;ď&#x20AC;&#x;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;˘ď&#x20AC;&#x2022; 40 Bedford Street, Belfast BT2 7FF Tel: 0044 28 90236330 Fax: 0044 28 90236330 Email: nuala@mckenna.orangehome.co.uk EMILE-ET-ROSE, KANZ, LILLY & SID, HATLEY, LOFFF, STEIFF, STARDUST FIRST COMMUNION DRESSES, FIRST OCCASION CHRISTENING WEAR, TORRES DRESSES High quality childrenâ&#x20AC;&#x2122;s fashions for babies, boys and girls up to 14 years - specialising in occasionwear. Showrooms in Belfast, Dublin, Cork & Limerick.

NORTH EAST

ď&#x20AC;&#x2022;ď&#x20AC;§ď&#x20AC;¤ď&#x20AC;&#x2122;ď&#x20AC;&#x2014;ď&#x20AC;¨ď&#x20AC;&#x20AC;ď&#x20AC;&#x2014;ď&#x20AC;§ď&#x20AC;Ş Showrooms will be held in Leeds, Manchester and London for further info contact Bib Sohel Tel 07850 754 853 email bib.sohel@sky.com DESIGUAL, FORE!! AXEL AND HUDSON, LEMMI, BEBE BY MINIHAHA, DARCY BROWN, SUGARLOAF KIDS, MINI VANILLA, MINI ZZZ A diverse selection of highly desirable brands for UK independents and stores from baby to 16yrs. European distributor for Fore!! Axel and Hudson.

NORTH WEST

ď&#x20AC;Ťď&#x20AC;&#x2122; ď&#x20AC;&#x2DC;ď&#x20AC;Łď&#x20AC;˘ď&#x20AC;&#x20AC;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2014;ď&#x20AC;?ď&#x20AC;&#x2122;ď&#x20AC;§ Weldon Agencies, Carr House Business Centre, Carr House Lane, Bretherton, Lancashire, PR26 9AR Tel: 01772 603912 Email: barrieweldon@btconnect.com www.weldonagencies.co.uk NO NO, S & D LE CHIC, DEUX PAR DEUX, ABSORBA / CONFETTI, BOBOLI, POM POM, FUN + FUN, FOQUE Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe and Canada, catering for boys and girls 0 to 16 years. Styling from contemporary to traditional.

SOUTH EAST

ď&#x20AC;§ď&#x20AC;&#x;ď&#x20AC; ď&#x20AC;?ď&#x20AC;˘ď&#x20AC;&#x2122;ď&#x20AC;&#x20AC;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2014;ď&#x20AC;?ď&#x20AC;&#x2122;ď&#x20AC;§

ď&#x20AC;§ď&#x20AC;Ł ď&#x20AC;Łď&#x20AC;&#x2013;ď&#x20AC;?

Bizspace Business Centre, Unit 203, 4-6 Wadsworth Road, Perivale, Middlesex UB6 7JJ Tel: 020 8567 2384 Mobile: 07971 190446 Fax: 0800 007 3359 Email: skylineagencies@gmail.com PRIMIGI SHOES, FALKE & BURLINGTON SOCKS AND TIGHTS, GIESSWEIN HOME SHOES Covering the whole of the UK with London based showroom and offices.

ď&#x20AC;˘ď&#x20AC;?ď&#x20AC;&#x203A;ď&#x20AC;&#x2122; ď&#x20AC;&#x20AC;ď&#x20AC;Śď&#x20AC;Łď&#x20AC;§ď&#x20AC;§ď&#x20AC;&#x20AC;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2014;ď&#x20AC;?ď&#x20AC;&#x2122;ď&#x20AC;§ 5 Evelyn Grove, Ealing, London, W5 3QG Tel: 0208 992 0552 Mobile: 07860 230918 Fax: 020 8993 6568 Email: Nigel.Ross@btinternet.com Web: www.minizzz.com CATYA (IT), MINIZZZ Manufacturersâ&#x20AC;&#x2122; and Distributorsâ&#x20AC;&#x2122; Agent - Northern and Southern Home Counties, including London Postal districts. NCWA and APSA member.

Unit H7 & H7a, Capital House, 2 Michael Road, London SW6 2AD Tel: 0207 348 7316 Email: info@solobi.co.uk Web: www.solobi.co.uk MINI A TURE, TOFFEE MOON, LILLE BARN, AYA NAYA SoLoBi represents modern high quality childrenâ&#x20AC;&#x2122;s brands with a playful attitude and sharp attention to detail. Offers very good and transparent service.

ď&#x20AC;&#x2013;ď&#x20AC;Śď&#x20AC;&#x2122;ď&#x20AC;?ď&#x20AC;¨ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;§ď&#x20AC;¨ď&#x20AC;&#x2122;ď&#x20AC;?ď&#x20AC;˘ď&#x20AC;&#x20AC;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2014;ď&#x20AC;?ď&#x20AC;&#x2122;ď&#x20AC;§ 19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458 Email: shoes@breitensteins.com clothes@breitensteins.com ANGULUS AND BOBUX SHOES, CLOTHES FROM CHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDRENâ&#x20AC;&#x2122;S WEAR An agency representing classic, stylish and contemporary Danish childrenâ&#x20AC;&#x2122;s clothing and shoe brands. Plus the best baby shoes from New Zealand.

MIDLANDS

ď&#x20AC;Şď&#x20AC;&#x2022;ď&#x20AC;˘ď&#x20AC;&#x153;ď&#x20AC;Šď&#x20AC;?ď&#x20AC;Žď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x20AC;ď&#x20AC;&#x2022;ď&#x20AC;&#x203A;ď&#x20AC;&#x2122;ď&#x20AC;˘ď&#x20AC;&#x2014;ď&#x20AC;?ď&#x20AC;&#x2122;ď&#x20AC;§ Unit 1, First Floor, Paragon Works, Wilsthorpe Road, Long Eaton, Nottingham NG10 3JW. Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk Web: www.vanhuizenagencies.co.uk OILILY CHILDRENSWEAR, ROOM SEVEN CHILDRENSWEAR, PERSNICKETY CHILDRENSWEAR ROOM SEVEN KIDS INTERIORS, BEDDINGHOUSE KIDS BEDDING

Van Huizen Agencies is a young, fresh and vibrant agency, for the more discerning retailer requiring beautiful and unique collections.

ď&#x20AC;Śď&#x20AC;Łď&#x20AC;&#x2014;ď&#x20AC;&#x2014;ď&#x20AC;&#x2022;ď&#x20AC;¤ď&#x20AC;?ď&#x20AC;˘ď&#x20AC;&#x2022; Roccapina, 8 Pembroke Close, Thrapston, Northants, NN14 4XJ Tel: 01832 776588 Fax: 01832 730188 Email: sales@roccapina.co.uk www.roccapina.co.uk LA QUEUE DU CHAT, BABINĂ&#x2030; BB, STURE&LISA Agency representing high quality European brands offering classic, colourful and chic collections for ages 0-14 years. Covering the whole of the UK.

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January/February 2014

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#- -, 0%-$

        

Laura Turner: What inspired you to launch Craftymothers in 2010? Rachael Lainé: After having kids, you evaluate how you’re going to manage your career alongside a dramatically different home life. I knew that if I was going to continue at director level, I wanted to be working those long hours for myself and on something I was really passionate about. In the early years of motherhood I realised how much is sold as “essential” but is just needless clutter. If I was going to combine my decade of experience building brands I was going to shake off the listlessness about yet more products doing the same thing as hundreds before them. LT: How did you secure the collaboration with Sun-San? RL: I spent a few months persuading the brand to let me help launch it in the UK. It’s a very small, tight-knit family business, and they were initially reticent, with enough to do just servicing the massive American market. In the end they agreed but only if I took on the entire operation – warehousing, distribution, shipping in bulk, not just consulting on brand positioning. Since working on the brand here, some of my ideas have been taken on board for the US market as well, which is a huge complement, as it has been trading for over 70 years. Right now I’m re-designing the packaging, and they may choose to roll it out for the home territory, too. LT: How has your career background helped you run your own business? RL: I’ve not had a traditional career path per se; mostly freelancing. I’ve worked to director level in creative, rich and varied industries – TV producer, events director, marketing consultant, floristry and product design – holding me in good stead for the many hats I have to wear in one working day. In all my previous jobs I’ve had to bring together varied teams of specialised people to work collectively on one project and tell a grand story, and this is no different. LT: How has Craftymothers developed since its launch? RL: Back in 2011, it was just me and my suitcase of samples tramping from appointment to appointment. I’ve gone from working alone at home to moving into offices with four employees in October. I started with

an agreement to sell to the UK market, which then expanded to include Europe, with my final agreement opening up to the majority of Asia. I launched into six stores in 2011 but we’ve grown to supplying over 120 shops for 2014. These include most of the great independents throughout Europe as well as Harrods, Selfridges and Fenwicks. I chose my first stockists wisely as I wanted to build the brand carefully. Sun-San has been completely repositioned for this market, and so I chose to sell my first pairs to award-winning style leaders such as children’s independents Olive Loves Alfie and Kidsen, who I knew would champion the brand and show it alongside the most authentic kids’ labels. LT: What ingredients does a brand need to have to stand out from the crowd for you? RL: You can’t go wrong with the magic triptych – authentic history, great classic design and a truthful USP. LT: Do you represent any other brands, or have plans to do so? RL: I can’t stop seeing opportunities everywhere, but I have to reel myself in. I’ve got my eye on another fashion brand for winter, but if I’m sensible I will focus purely on the sandals for the next few years. I’ve just been granted the majority of the Asian territory and I’m looking forward to replicating the slow and steady growth over there. Every member of our team speaks a second European language, so we’ve been fortunate with building the success in the UK and Europe and now it’s next stop Asia. I lived in Hong Kong for over 20 years and my right-hand woman speaks Mandarin fluently, so we are well-placed to open up the right doors. LT: What are the plans for Craftymothers? RL: Ultimately, I want a portfolio of great brands that make up our lifestyle survival “kit”.

            