SPRING
SUMMER
2015
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CONTENTS | WWW.CWB-ONLINE.CO.UK
REGULARS
FEATURES
SCHOOLWEAR
05: Comment
20: A cut above Frugi’s aspirations to become the “world’s leading ethical childrenswear business� as it celebrates its 10-year anniversary
53: News
06: News 08: NCWA 10: Open for Business Legal and business advice plus industry opinion 14: Retail Therapy Store profiles and retail news 16: Brands to Watch Editor’s pick of brands 26: Style Guide Swimwear 48: Laura Loves The coolest products for kids 62: Talking Point: Daniele Sismondi
22: Signed, sealed, delivered Advice for small retailers expanding into e-commerce on choosing the right delivery partner
54: Spinning the web E-commerce provider Visualsoft on the secret to a successful multi-channel operation and the pitfalls to avoid when launching a transactional website as an extension to school uniform bricks-and-mortar store
24: Shooting stars In advance of the s/s 15 Rising Star Awards at Bubble London, CWB catches up with the previous two season’s winners
56: Bricks and clicks Schoolwear independents who have made the successful transition from bricks and mortar to online discuss their multi-channel set-up
28: S/s 15 show guide Round-up of this season’s exhibitions offering children’s fashion, footwear, accessories and lifestyle product 33: Bubble London Exclusive preview of the s/s 15 edition of the show  ď€?ď€śď€˝ď€Źď€€ď€™ď€Źď€ľď€šď € ď€ˆď€ˆď€Žď€‰ď€€ď€ˆď€Œď€Šď€?ď€?ď€?ď€Œ ď€žď€žď€žď€†ď€łď€śď€˝ď€Źď€Żď€Źď€ľď€šď €ď€†ď€Şď€śď€´ June/July 2014 - 03
A unique buying experience
13 & 14 July 2014 Business Design Centre, London
Photography: Sonya Hurtado, sonyahurtado.co.uk
A great mix of children’s products
Register for free tickets online bubblelondon.com Read our blog, follow our twitter and become a fan!
“Millennial mothers” are those born during the 80s onwards who, according to research commissioned by parenting website BabyCentre, are “brand obsessed” due to heightened parent rivalry caused by social media. Three-quarters of the 2,000 “millennial mothers” surveyed confessed to spending more than eight hours per day on their iPhone, tablet or laptop, as well as documenting their child’s life on social media – from their first words through to the design and brand of their first pair of shoes. Seventy-nine per cent admitted to using social media on their phone daily, with 55 per cent more influenced by the comments posted by other parents on sites such as Facebook than by advertisements. Additionally, two-thirds of the “millennial mothers” also claimed to make regular purchases on their smartphone or tablet, with half making an online purchase every week. If you are a brand or retailer keen to better capture this new generation of technically advanced “millennial mothers”, we have various e-commerce and social media related articles this issue that may be of interest. In our Open for Business section (page 10) we speak to Mike Seddon, founder of Adwords Management service company Internet Jetstream, about how to effectively advertise a business on the internet. We also have legal advice from Fox Williams on negotiating franchising and online sales, while three industry insiders discuss the business benefits of blogging and, more importantly, how to get it right. For retailers expanding into e-commerce, our feature Signed, Sealed, Delivered (page 22) investigates the options available to independents when choosing a delivery partner.
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 Editorial assistant Rebecca Jackson rebecca.jackson@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 www.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.
COMMENT | WWW.CWB-ONLINE.CO.UK
As well as covering key online topics, this issue ultimately kick-starts the s/s 15 season, previewing the key UK and overseas trade shows and the collections on offer. As Bubble London’s media partner, CWB brings you an extended preview of the show (page 33). Taking place on the new date line of 13-14 July at the Business Design Centre, Islington, Bubble London’s latest edition will showcase a host of exciting new exhibitor signings, initiatives, collaborations, competitions and more, further cementing its position as the UK’s leading trade exhibition for the children’s universe. Finally, don’t miss our interview with Frugi’s Lucy Jewson (page 20). Lucy was the first person I interviewed for CWB when I joined the magazine 10 years ago, so it was a pleasure to revisit and discuss the company’s developments a decade later. The CWB team will be out and about during the coming weeks visiting the trade shows, returning for our August issue, which will round-up the s/s 15 season and place a focus on the footwear sector. Until then, keep updated on all the industry’s latest news at www.cwb-online.co.uk and via CWB’s Facebook and Twitter.
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.
June/July 2014 - 05
NEWS | WWW.CWB-ONLINE.CO.UK
ď€˜ď€– ď€&#x;ď€?ď€œď€œď€?ď€&#x; ď€Ąď€˜ď€“ 
ď€šď€–ď€›ď€–ď€€ď€šď€œď€‘ď€Žď€€ ď€?  Moda Footwear will showcase an extensive collection of kids’ footwear brands from new platform Mini Moda this season. Presented as a standout section within the main footwear exhibition at Birmingham’s NEC on 10-12 August, Mini Moda has been created in response to growing demand for a diversified kids’ offer. “It’s exciting to see this new area grow,â€? says Sean O’Connor, Moda Footwear’s event director. “We’ve had a great response from exhibitors, and we’re looking forward to bringing brands and buyers together to help this sector flourish.â€? New Mini Moda exhibitor Lisa McNair, director of Hug & Hatch adds, “Moda is the perfect venue for a young British brand like ours to connect with buyers. It’s our first time exhibiting and we already have some appointments scheduled with buyers.â€? —
Childrenswear brand Kite was crowned winner of the inaugural Childrenswear Brand Award at the UK Fashion & Textile Awards 2014 sponsored by NatWest. Open to any established childrenswear brand, judges were looking for creativity, strong brand proposition, a dedicated following in the UK and overseas, and good sales growth. Winners were announced at a ceremony at East London’s Tobacco Dock hosted by ITV presenter Susanna Reid. “We’re thrilled to have been recognised for our achievements over the past 12 months,� says Kite director, Roger Hakes. “We grew our sales by more than 50 per cent and now serve more than 300 stockists across 20 countries.� —
ď€&#x;ď€&#x;ď€&#x; ď€œď€›ď€€ď€Ąď€˜ď€€ď€šď€Žď€žď€˜ď€’ La Marelle, the French accessories and toy brand for toddlers through to teens, is available in the UK through agent Charvin James. The collection, which has been stocked in gift and children’s boutiques in France and Europe for the last decade, features retro-inspired designs by illustrator Ingela P Arrhenius. Products include cards, folders, notebooks, bags, wooden puzzles, dominos, key rings, jigsaws, storage tins and jewellery. “The brand has a real cult following, which we are now encouraging in this country,â€? says UK agent Karen James. “It’s rare for a brand to be built on genuine art, which this is, and it shows in the authenticity of the products.â€? —
ď€?ď€?ď€?ď€?ď€žď€œď€˘ď€’ď€&#x;ď€€ď€˜ď€’ď€¤ď€€ď€“ď€œď€ž ď€?ď€žď€œď€‘ď€Ąď€? 
 ď€€ď€žď€œď€¤ď€Žď€™ď€€ ď€&#x;ď€?ď€?ď€&#x;ď€&#x; Early Days has seen almost 200 per cent growth in sales since Prince George was pictured wearing its Alex pre-walkers (pictured) in April. Brand owner Paul Bolton attributes the growth, which is mainly UK sales but also export, to the much-reported Prince George Effect. “The impact across all of our styles has been amazing,â€? says Bolton, who has recruited more staff and invested in new machinery to speed up production. “We’re planning to build stock of bestselling styles to provide a speedy delivery service, which will be explained to customers at Bubble London.â€? Early Days will be launching new styles, and possibly a First Walker range, later in the year. —
Bubble London will again provide a discovery ground for new and original children’s product when it returns to the Business Design Centre, Islington, on 13-14 July. Showcasing numerous debut collections and new season ranges, highlights include CWF’s new in-house brand for boys, Billybandit; new signing Velveteen, which will unveil its first boyswear collection; and rainwear brand Oil and Water. Other first-time exhibitors include Karen Brost London Baby, ABC123me and Bleu Comme Gris. More new launches are on offer in the show’s Bubble G.U.M area, such as childrenswear brands Annie & Tom, Pretty Blue Fox and Darlo. Chloe Hoole, Darlo’s co-founder, says, “It’s tough starting out. Bubble really understands this, getting behind new labels and giving them a chance to shine. The Bubble G.U.M stands make the show financially accessible for those who are just starting.� Bubble London’s event director, Lindsay Hoyes, adds, “We’re delighted to be welcoming so many fresh new signings to Bubble this season. The support exhibitors receive before, during and after the show – coupled with the extra exposure – can really help them take the first steps towards becoming a successful and established brand.� —
ď€™ď€œď€™ď€Žď€€ď€šď€¤ď€’ď€žď€€ď€?ď€?ď€–ď€œď€›ď€&#x;ď€€ď€Ąď€˜ ď€?  Previously manufactured in the Far East, Yorkshire childrenswear brand Lola Myer has returned to its British roots. Disillusioned by overseas manufacture, managing director Mona Alani restructured the business to enable her vintage-style collection of boxed baby bloomers and dresses to be entirely sourced and manufactured locally – from the fabrics and boxes through to the factory “By using local talent and local businesses, we build great working relationships, we support and sustain our local economy and employ local people,â€? she says. Lola Myer dresses are available in six different designs for baby through to six years, with the boxed baby bloomers available up to age two years. — June/July 2014 - 06
NEWS | WWW.CWB-ONLINE.CO.UK
Online kids’ concept store Little Fashion Gallery has ceased trading after eight years in business. Company founder and CEO Marie Soudré-Richard attributes the closure to the “incredibly tough” economic climate in France, and a lack of support from the French government for SMEs. “After eight years of this great adventure, I am of course very sad to see it over,” she says. “Unfortunately the fight against the ‘beast’ of the French administration was one I could never win. However, the experience I have gained over these years has been immense. I want to take this opportunity to personally thank everyone I have met along the way who made Little Fashion Gallery into what it was. You have all contributed to Little Fashion Gallery’s success, and I have a feeling this won’t be the last you hear from me.” —
David Charles, the British childrenswear and accessories brand for girls aged 2-16 years, has opened a standalone boutique in St Petersburg in Russia. This is the label’s second standalone store in St Petersburg, and is part of an expansion plan with local childrenswear retailer Montpelier. Plans for the brand are to continue expanding into Russia and China, through franchising and boutique stores, including opening 50 stores in China over the next five years. David Charles already has presence in China with a standalone boutique in Shanghai and retail space in two leading department stores. It is working with Chinese licensee Unisal for its first four stores, and is seeking a franchisee to manage future shops in locations such as Beijing and Hong Kong. —
Retailers under pressure from mounting costs and challenging trading conditions have expressed concern over bids to potentially increase the national minimum wage following next year’s general election. Labour leader Ed Miliband revealed plans to increase the minimum wage over a five-year period to bring UK earnings in line with those of our European counterparts. “In principle, anything that pressurises the profitability of retailers will cause problems in the long-term,” says Michael Weedon, deputy CEO and communications director at the British Independent Retailers’ Association. “Businesses are already in the process of pension auto-enrolment and anything else out of line with improving the trading economy could damage our long-term prospects.” —
La Loi, the brand of digitally printed unisex leggings, has expanded its range to include “tween” sizes. Following an encouraging first season sold exclusively in Harrods and Selfridges, the tween sizes are officially launching for November delivery. “I had huge demand to extend the size range – there seems to be a big gap in the market for ages 10 to 14 years,” says the brand’s creative director, Kate Law. La Loi invests heavily in print quality for its leggings, with designs featuring on the front and back of all styles, while fabric composition is specifically sourced to give the optimum base for the ink to key. —
Girlswear brand I Love Gorgeous has teamed up with design-led tent company FieldCandy to create a limited-edition children’s tent. Designed to reflect the brand’s trademark floral-print style, the I Love Gorgeous floral teepee is part of FieldCandy’s new Little Campers range, designed specifically for children and creative playtime. I Love Gorgeous’ creation is one of eight imaginative designs that makes up the Little Camper range of teepees, which are all made in England and suitable to be used both indoors and outside. —
PL Child, the children’s range from changing, maternity and baby bag brand Pink Lining, now includes a nursery bedding collection. Launched in conjunction with Suncrest Trading, a specialist supplier of own-label nursery bedding and toys, the comprehensive collection includes bedding for boys and girls, sleeping bags, Moses baskets, cot bumpers, pram blankets, wall stickers and mobiles. A choice of prints are available around the themes of a bunny rabbit, pink blossom trees with owls and toadstools, dragons and a robot. —
June/July 2014 - 07
NCWA NEWS | WWW.CWB-ONLINE.CO.UK
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$% # $ % $ % !" % $ # " # % !$ $#!% " # " EXECUTIVE DIRECTOR’S COMMENT: The new tax year has brought welcome relief to all small businesses with the reduction of £2,000 in Employers’ National Insurance seen on a monthly basis. Announced in last year’s Budget, you should be benefitting from the reduction automatically, as it is reflected in the information provided by HMRC or current payroll software, although it is always worth checking. This year has also seen a number of new businesses enter the childrenswear market – designers, manufacturers, suppliers and retailers – something we know at NCWA because they have been in touch with us looking for information and applying to join. We had noticed a few new companies last year, but the trend is definitely more marked this year. Let us hope it is another sign that the economy is returning to healthier times. The change of date of Bubble London gives all exhibitors a little longer to prepare, and it will be interesting to see how visitors react to the new dateline of 13-14 July. I have heard enthusiastic comments, not least because it avoids a clash with Father’s Day, and if we get some summer weather beforehand, I am sure it will put everyone in a buying mood. I always recommend a visit to Bubble, not least so that you can keep up with trends, see what your competitors are up to and meet up with colleagues and customers. NCWA will have a stand in the Gallery as usual and Michelle Payne and I look forward to welcoming members and anyone interested in membership. NCWA always has its website on display at Bubble so that you can see a Membership page to which each member is entitled. Our website receives more than 5,000 unique visitors every month and your page could be what they are looking for, whether by design or by chance. You can have up to 10 images on your page (which you can change whenever you wish), together with a profile of you or your company and the ranges that you supply or sell in your shop, your contact details and a link to your own website if you have one. In addition, a random four members’ pages appear on the homepage whenever visits the NCWA website. Also on display will be NCWA’s retail training videos, providing a glimpse of the advice and help offered by Jackie Cook in this series of seven, on which NCWA hopes to build. If you are not a member of NCWA and you would like to join, or you would like to find out more about us, visit www.ncwa.co.uk. You can also email info@ncwa.co.uk, call 020 7843 9488 or write to 3 Queen Square, London WC1N 3AR. Simply joining NCWA will give you an internet presence for as little as £85 + VAT (if your turnover is up to £1m) and we also welcome foreign companies that are selling into – or wish to sell into – the UK market. We look forward to hearing from you and/or meeting you at Bubble. Elizabeth P Fox
NOA + MICAH Owner Toni Ibrahim established online store Noa + Micah in early 2014. Stocking a range of stylish yet functional children’s clothes and accessories from around the world, the website remains focused on maintaining individual style. Brands sold through the retailer promote an edgy vibe and include celebrity favourites Luna Leggings and Mini Shatsu. Other brands on offer are La Loi, Mad Pax, Moi, Supra and Nununu, Finger in the Nose and Mini & Maximus. Having recently showcased a photo shoot with children’s photographer Emma Tunbridge for the s/s 14 collection, the retailer plans to establish a bricks-and-mortar store in the near future. www.noa-micah.co.uk
BABY MELANIE 3 Belle Vale Shopping Centre, Liverpool Established in 2009, Baby Melanie was the first in the area to introduce industry favourites Kate Mack and Tutto Piccolo, and stocks a wide range of designer children’s clothing from accessories to special occasion garments such as christening and baptismwear. Key brands include Simonetta, Roberto Cavalli, Young Versace, Guess, Liu-jo, Emile et Rose and Trussardi. Owners Melanie and David Parker plan to build on the Liverpool business and are set to open a 400 sq ft shoe department in-store. After the launch of a new website last year the brand has built a strong following online, proving successful on Facebook. www.babymelanie.co.uk
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
• Membership is open to everyone involved in the British childrenswear industry. • Associate membership, open to non-British organisations, is now available. Read our blog and follow us on Twitter
• Membership costs from £85. June/July 2014 - 08
NCWA NEWS | WWW.CWB-ONLINE.CO.UK
Janet Middleton, owner and designer of Starchild baby and children’s leather shoes, has teamed with textile artist Bobby Britnell to help her charity Hands up for Uganda. The charity, which supports sustainable development in Uganda, ran a project involving the use of Ugandan bark cloth, which is a tree bark that can be made into a textile. Middleton was among 100 textile artists challenged to decorate the bark cloth, which she did by creating unique, one-off Starchild Art shoes. The completed project was recently exhibited at the Creative Stitches and Embroidery Show at Birmingham’s NEC and London’s Excel. Starchild’s Art shoes are now being auctioned, with all proceeds going to the charity. —
Organic childrenswear brand Red Urchin for newborn to eight years is launching its first, full range of bottoms to sit alongside its core offer of tops, T-shirts and dresses. To mark the expanded collection, Red Urchin has linked up with organic beauty care company Green People so that every babygro sold, via retail or direct, will come supplied with a complimentary Organic Babies Nappy Cream Balm. “It’s lovely to be producing full outfits,” says Red Urchin founder and designer, Beth Bourrelly. “We’re also so pleased to work with Green People, another great organic brand. My son has eczema and this product can be used as a balm or nappy cream, so I’m delighted to send it out with every babygro.” —
MerryGoRoundUk, importer and distributor of Fairtrade, organic and bamboo babywear and toddler clothing, accessories, washable nappies and gifts, has added a baby toiletry range to its offer. As of this month, MerryGoRoundUK is the wholesaler of a licensed Humphrey’s Corner baby toiletry range. Made in the UK, the collection uses only natural and mild ingredients such as chamomile, Aloe Vera, lavender, rosemary and Shea butter. As well as formulated with certified organic and naturally derived ingredients, the products are hypo-allergenic and free from parabens, artificial colours and fragrances. —
This month saw Latvian childrenswear brand Lazy Francis’ online boutique go live, launching with the s/s 14 collection of luxury special-occasion dresses and outfits for girls aged 2-15 years. The direct to consumer online boutique is the first step in Lazy Francis’ online strategy, with the brand set to launch a wholesale e-commerce website later in the summer. Commenting on the forthcoming trade website, the label’s business development director Alina Sakhterova who is spearheading Lazy Francis’ entrance into the e-commerce world says, “We want to give our trade clients the same convenient experience as those on our online store.” —
S/s 15 will see the launch of a range of new swimwear from UV Swimwear brand Platypus Australia. They will include a frill swimsuit, halter swimsuit and a bandeau bikini. A Terry towelling range for both boys and girls will also be introduced for the first time. Key for s/s 15 are prints with softer hues, surf-inspired cameo, bold florals, pastels for baby girls and a new, colourful range of UV-protective swimwear. “The Platypus Australia range is designed by mums for mums and blocks out at least 97.5 per cent of the sun’s harmful UV radiation,” says brand founder and designer, Karel Wheen. “We are thrilled to introduce new styles that have been developed with a real sense of fun.” —
Following the successful debut of its first in-house brand – girlswear label Billieblush for s/s 13 – CWF Group is launching a boys’ offer for s/s 15 entitled Billybandit. Catering for 2-12 years, Billybandit will be distributed across department stores, leading online boutiques and independents, and will be available in Europe and internationally, including the Middle East and Asia. “The launch of Billybandit represents an incredible development opportunity for the Group, as it is the ideal complement to our Billieblush range within a high-potential market segment,” says brand manager Emilie Gaulupeau. In time, Billieblush and Billybandit will form a complete fashion range sold within the same point of sale. —
June/July 2014 - 09
BUSINESS | WWW.CWB-ONLINE.CO.UK
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FRANCHISING AND ONLINE SALES: NEGOTIATING THE MINEFIELD Franchising is an increasingly popular way for fashion brands to dip their toes into the water of a new territory. Recently, there have been a flurry of brands (including some big hitters) who have announced aggressive international expansion plans via new franchise stores. However, bricks and mortar are one thing, online quite another. One issue faced by many brands expanding into new territories is what to do concerning their online offering in that territory. Do you give the franchise partner control over the online offering, on the basis that it is best suited to know what works with consumers in that territory. Or do you retain control over your brand’s online presence on a global basis, with a “one size fits all� approach? The most significant risk you face when franchising your brand is that you will lose control over your brand image. Whilst brand consistency is the key to successful franchising, its importance in the online channel cannot be overstated. The risk for a brand of sending mixed messages in different territories is an overall loss of focus and resulting brand dilution. In a fiercely competitive market, this can be fatal for a brand. Many brands approach the issue of online sales by keeping open the possibility of letting a franchise partner operate its own website, but only under the watchful eye of the brand. Brands will often require that a franchise partner obtains the brand’s consent to having a website in the first place, and to the look and functionality of that website. Brands will also often issue each franchise partner with online sales guidelines – the brand’s manual as to what is expected of online operations. It is, of course, not enough to approve a website only when it is launched and then to forget about it – the brand should require any changes in the website to be pre-approved by it.
Brands must ensure, in addition, that they have considered the ownership of the domain name of the franchise partner’s website, and what is to happen to it on termination of the franchise agreement. The last thing that a brand wants is for an ex-franchise partner to have ownership of a domain name incorporating the brand’s trading name, particularly if the brand wants to be able to continue to sell in the territory. Finally, there is the issue of how far the brand can prevent a franchise partner from selling (actively or “passively�) into another country via its website. For example, can a brand stop its franchise partner from selling a piece to a consumer outside the franchise partner’s territory? What about if the franchise partner had paid a search engine in another country to advertise its website? In the EEA, issues of this sort are subject to EU competition law restraints. In non-EEA territories, national competition laws will come into play and must be considered carefully so that the brand can control sales by a franchise partner outside its territory as far as possible. Ultimately, big rewards can await the brand that decides to work with franchise partners to expand the reach of its brand. However, it is vital that the brand considers in the planning stages how it wants to deal with online sales in the new territory. — Š Fox Williams LLP 2014
HOW CAN I EFFECTIVELY ADVERTISE MY BUSINESS ON THE INTERNET? There are some good reasons why many businesses are putting more budget into online advertising. The number of people you can reach is far greater than most other forms of advertising and it’s cheaper to reach all those people. It’s also easier to measure success. The best way to advertise on the internet is to use Pay Per Click advertising (PPC). Unlike other forms of advertising, with PPC you do not pay for your ads to be seen. You only pay when someone clicks on your ad and comes to your website. PPC gives you more control as you only pay for success. The most popular services to use for PPC are Google Adwords and Facebook’ s advertising platform. When you use Google to search for anything, you may have seen websites at the top in a cream panel and down the right-hand side. These are ads created with Google Adwords. Advertisers choose words they want their ads to appear for whenever they are typed into Google. These words are called keywords. So if you sell red trousers, you could choose “red� and “trousers�. Adwords is an excellent way to bring buyers to your website, as your ad will appear when they are actively searching for your products. If you use Facebook, you may have seen the ads down the right-hand side of your screen, and they also now appear in your news feed. Facebook advertising works differently to Adwords. In Adwords, you bid on keywords, but in Facebook you bid on groups of people. These groups are selected based on criteria such as age, gender and location. If you know people search for your products on Google, Adwords is an excellent choice. If your products appeal to a defined demographic, consider Facebook advertising. Of course, you won’t know until you test it, and that’s usually the best approach. — June/July 2014 - 10
BUSINESS | WWW.CWB-ONLINE.CO.UK
www.littlecitizens boutique.com
www.pepaandcompany.com
www.treehouse childrenswear.co.uk
Why did you decide to launch a blog and what do you hope to achieve through it? Our Treehouse Childrenswear blog is only a few months’ old, but we are finding real advantages of having one already. The great thing about blogs is that you can include a lot more content and pictures than on a Facebook or Twitter post. It helps us to engage with our existing customers and hopefully attracts new customers, too. — What inspires your posts? At this stage we have so many ideas for blog posts that we have been categorising our blogs under different themes: top tips, in-store events and business updates. Our business recently turned two years’ old, so we developed a blog called Business Baby; this gave our readers an insight into the past two years, how we performed and a look at our future plans. By making it personal and completely unique to us we saw a huge number of people engage with it. — How do you use your blog as a marketing tool? The blog is an extension of our social media and online marketing plan. We also use it to present our professional knowledge in shoe fitting and hairdressing. Our expertise in these areas helps us to build trust with our customers and it demonstrates that our extra knowledge and care will provide a profitable long term relationship – not a one-off sale. It’s about providing information that the customer wants to read about. A hard sell approach will soon turn the customer off. — Do you have any tips for fellow independent retailers who may be considering starting a blog? 1. Research other blogs to get some ideas. 2.Review different blog systems – we use WordPress. 3.Link your blog to Facebook, website, Twitter etc.
Why did you decide to launch a blog and what do you hope to achieve through it? For us, the idea of a shop and a blog came hand in hand. Our aim is to bring together the most creative collection of toys and gifts that we can find, and our blog is a place where we delve deeper into some of these ideas and build trust with our customers. — How do you manage your time? I try to concentrate on developing more content while staff look after the shop, but we’re still a very small team. When you throw in all your social media channels it can sometimes seem quite laborious. We’ve found the key is to try to enjoy the individual jobs as they come; an organic approach to the work is contagious. — How do you use your blog as a marketing tool? Our Meet the Designer series presented a great collection of exclusive interviews with some of the creatives behind the brands we stock. The blog serves its main purpose, which is to be found by people who care about the creative process. Also, the posts are undoubtedly good for search engine results. — Do you have any tips for fellow independent retailers who may be considering starting a blog? Write like you are writing to your best friend, be silly if you want to be and don’t try to impress – readers are so quick to pick up on tone. I also love it when there is an original idea in a post; it becomes a lot more like having an informed conversation. I find blogging so inspiring. — Which blogs do you follow? Small for Big, A Beautiful Mess, Babyccino Kids, Selfish Mother, HuffPost Parents, Offbeat Home.
How do you manage your time when it comes to blogging and running a shop? Every day there is usually a good story for the blog that has something in common with our shop – although I’m Spanish and I get slightly nervous about my English – which makes posting slower because of the corrections. I try to update it every day, although at the moment I am running the business by myself and heading to Spain for my wedding. — Have you seen any increases in product sales as a direct result of a blog post you’ve done? After Prince George’s trip to Australia and New Zealand, I wrote a nice post relating his outfits to outfits at the shop. His style is very similar to what we have in-store so it was easy to find the equivalent. I sold out of a couple of these outfits after the post. The Duchess is helping me bring back the vintage style. — Do you have any tips for fellow independent retailers who may be considering starting a blog? It is important that pictures are good quality, the posts are fun and that there is a story behind them related to your products. Your products should also be somewhere in your blog – but in an indirect way. My followers like it when I post real stories and combine them with what is new. It is good to use celebrities and street style to get mums inspired, too. It is important that your style, essence and personality are in the posts. If successful, you will gain new followers that will visit your website and place orders. — Which blogs do you follow? Babyccino Kids, Bloesem kids, Handmade Charlotte. — For more industry opinion visit www.cwb-online.co.uk
June/July 2014 - 11
RETAIL | WWW.CWB-ONLINE.CO.UK
 ď€ď€Şď€€ď€ťď€łď€śď€°ď€Šď€€ď€łď€Ťď€€ď€¨ď€ď€Žď€°ď€Šď€śď€Şď€˛ď€ˇď€ťď€Şď€Śď€śď€€ď€śď€Şď€¸ď€Śď€Žď€°ď€†
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PIGLET & ME Halifax, West Yorkshire Sam Hendy opened her mother and baby boutique in Ripponden, Halifax, in October 2013. Last summer, together with her mother Judith Hendy, she set about developing her “haven� for expectant mums, new parents, grandparents and friends, as well as creating a better work-life balance for her family. “It was tiresome going to baby showers and seeing the same old high-street clothes or gifts,� says Sam who, prior to Piglet & Me, owned a dance school where she taught until the pressure of evening classes combined with a second baby triggered her career change. “I wanted to provide something special but, most of all, different.� Piglet & Me’s product offer includes personal favourites of Sam’s that she has tried and tested on her own children – organic clothing by Frugi, for instance, which she bought because it didn’t irritate her son’s eczema, and the Child’s Farm range of toiletries, which can be used from birth and are also ideal for those with eczema and sensitive skin. Also available are Lilly + Sid, Pink Lining’s range of lunch boxes, overnight bags and mini backpacks, alongside baby gifts, keepsakes, traditional wooden toys and a range of changing bags for mums and dads.
June/July 2014 - 14
RETAIL | WWW.CWB-ONLINE.CO.UK
PEEKABOO KIDS Whitstable, Kent Having opened in April 2003, Peekaboo Kids relocated to its present store in 2011 with a view to accommodating a shoe department, a children’s hairdresser and a wider clothing offer. Three years on from the move, the diverse offer of products has proved to be a success in attracting a wider consumer demographic. “The store has a fantastic vibe as a one-stop shop,” says owner Sarah Cheeseman. “The children love visiting us as much as their parents, grandparents and relatives. The aspect I enjoy most is helping customers to piece outfits together and providing a personal shopping service.” www.peekabookids.co.uk
TICKETY BOO Lindley, Huddersfield Four months on from its relocation to the thriving shopping suburb of Lindley, Tickety Boo Childrenswear has opened itself up to a whole new customer base. Having been established in the neighbouring West Yorkshire village of Honley for seven years, the business has brought with it a host of loyal customers, as well as welcoming a cross-section of new visitors through the door in its new home. Tickety Boo retails an extensive portfolio of labels including Catimini, I Love Gorgeous, Joules, Kenzo, Kite, Lilly + Sid, NoNo, No Added Sugar and Timberland. www.ticketyboochildrenswear.co.uk
FUBE SHOES Iona Lorimer launched the Fube Shoes website on 1 May and is now in the process of finding a bricks-and-mortar shop in South Manchester. The vision for the web business, meanwhile, is to offer everyone access to an independent children’s footwear retailer, wherever they live. Catering for the footwear needs of children aged newborn to 11 years, Lorimer focuses on brands she believes deliver equally on style and foot health including Bobux, See Kai Run, Hug and Hatch, Livie & Luca, Pippo and Veja.
www.fubeshoes.com
In April, Joanne Croot launched www.retrokids.com and, as the name suggests, it specialises in retro-inspired children’s products. A one-stop destination for design-led finds, it offers childrenswear for 0-6 years, accessories, gifts, greetings cards, gift wrap, soft furnishings, toys and wall art from a mix of British and European brands including Kitsch Kitchen, 4funkyflavours, Sture & Lisa, Lapin & Me, Ketchup on Everything and Blafre. In her first week of trading, Crook won the Jacqueline Gold #WOW Twitter campaign, which supports women in business.
Helen Cockle launched www.thelittlelegscompany.co.uk in 2010, selling kidswear for 0-6 years. Six months later, to supplement the site, she opened a weekly pop-up stall on Battersea’s Northcote Road, where two 100-year-old wooden market barrows showcase her latest finds from UK designers such Tootsa MacGinty and Love Frankie. “The pop-up stall turns over in excess of £100k per annum and is growing year-on-year,” says Cockle. “It keeps stock moving and is providing a key asset during the difficult first three-years of trading.”
HUNTER TO OPEN RETAIL STORE
BRANDKIDS ARRIVES IN THE UK
GIFT CARD SCHEME FOR INDIES
June/July 2014 - 15
EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK
ď€?ď€? ď€ď€Şď€€ď€ąď€šď€ˇď€¸ď€…ď€ď€Śď€şď€Şď€€ 
01: NO SWEET
02: PIPI RABBIT
Polish label No Sweet launched last year with a mix-and-match collection for two to 13 years. Simplicity sums up the brand ethos, with designs created for comfort by not hampering movement or irritating skin. With this in mind, it offers comfortable, printed garments such as dresses, T-shirts and underwear in GOTS-certified organic cotton complete with soft cotton labels. Two lines feature per year, each complementing and following up from the previous one with the addition of new patterns and designs. Wholesale prices ¤10-¤26. www.rhubarbrepublik.com
Originating from Korea, Pipi Rabbit offers childrenswear for two to nine years, accessories and, most recently, a new line of water-based nail polishes. Entitled Shu Shu Paint, the nail polishes come in bunny shape bottles and are suitable for three years plus. The clothing collection comprises around 80 pieces across four “sub-brandsâ€?, each offering a unique style, ranging from colourful casualwear such as jumpsuits, T-shirts, tops and shorts to vintage-inspired party dresses and jackets. Wholesale prices ÂŁ10-ÂŁ47. www.pipirabbit.com
03: LITTLE NAME
04: ANNY WHO
05: LA PITCHOUNE
Made in New York and established last year, Little Name is looking to expand into the UK with its collection of practical kidswear for four to eight years. The style of the brand is “vintage nostalgiaâ€?, with key pieces including reversible rain cloaks, sun-protective sundresses, printed jersey bloomers, spill-proof braces and bow ties, printed spill-proof aprons, printed and reversible bonnets and collars, high-waist strap skirts and Brooklyn-printed jersey braided trim dresses. Wholesale prices ÂŁ8-ÂŁ60. www.littlenamedesign.com
Founded in late 2013, German lifestyle brand Anny Who offers unconventional design reflected in colour, detail and unique prints. Its ethos is based on carefully selected, eco-friendly materials, sustainable production and designs that reflect seasonal themes without being tied to short-life fashion trends. The product range spans childrenswear, toys, paper goods, posters, cards, gift wrap, home dÊcor and fashion accessories for adults. Wholesale prices ¤3-¤24. www.annywho.de
La Pitchoune is a new luxury girlswear brand, catering for newborn to six years. Created by accessory designer and fashion stylist Loulou Bontemps, the Made in Britain label offers trend-led, comfortable dresses, with the debut collection comprising nine distinct styles in three fabric options of 100 per cent cotton or silk and wool for a/w. Following the initial launch, the brand will introduce a special-occasion range, accessories and a limited-edition line. Wholesale prices ÂŁ30-ÂŁ52. www.lapitchoune.com June/July 2014 - 16
EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK
June/July 2014 - 17
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INTERVIEW | WWW.CWB-ONLINE.CO.UK
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Laura Turner: What’s the potted history of your company? Lucy Jewson: My husband Kurt and I started the business in our spare room in 2004 while I was on maternity leave. I was determined to help save the planet by using reusable nappies, but I couldn’t find any clothes to fit over them. Hence Cut4Cloth was born. We launched our website and got our first orders on day one – easy we thought – but we didn’t get another order for two weeks. However, slowly but surely we began to grow, and eventually we had too many employees for our spare room, so we moved to a lovely organic farm down the road and started expanding the collection in terms of products and age range. Before we knew it, we weren’t just making clothes to fit over cloth nappies, but also clothes with a firm focus on beautiful, eye-catching designs together with a strong organic and ethical message. Not only that, but we were also selling them all over the UK, and internationally as well. LT: The change in the brand’s direction presumably led to the rebranding from Cut4Cloth to Frugi? LJ: Yes, we realised in 2008 that Cut4Cloth didn’t really represent our complete offering anymore so we changed it to Frugi, which means Fruits of the Earth. Since the rebrand we have increased the age range, won several awards for our breastfeeding collection for mums, and are now stocked in around 500 stores in the UK and internationally, including
John Lewis and Fenwick. We’ve also recently won a Queen’s Award for Enterprise and established a board of directors to support the company as it grows. LT: Who makes up the new Frugi board? LJ: As well as Kurt and I, it includes our sales and marketing director Robin Harrison, finance director Tracy Carroll and new non-executive chairman Ian Scott (group supply director at Mulberry), who will be joining us in July. LT: What will Ian Scott’s role encompass? LJ: Ian’s background is stellar and his experience is invaluable for a brand such as ours. As well as his typical responsibilities as non-executive chairman, he will support the production side of the business with his technical and supply chain knowledge. He will also be able to advise us on our strategy for growth – something he is well equipped to do, having helped take Mulberry from £25m to £165m and the head of technical at Marks & Spencer before that. LT: How is Frugi’s collection evolving in line with the company’s structural changes? LJ: This year we extended our range up to age 10 years, and it has been extremely well received by customers. For a/w 14 we’ve also moved to a “three drop” delivery system, which our retailers love, and introduced a new outerwear range made from recycled post-consumer plastic bottles. This includes June/July 2014 - 20
INTERVIEW | WWW.CWB-ONLINE.CO.UK
the outer fabric, fleece and wadding. The glue that sticks the wadding together is eco-friendly. We’re also excited to have brought some manufacturing home to the UK with a range of luxury merino and cashmere knitwear. We have lots of exciting new products due to hit the market in coming seasons, too, but we can’t tell you all of our secrets! LT: What can we expect from the s/s 15 collection? LJ: We have quite a few new additions for s/s 15, including an organic cotton girl’s onesie, appliquéd summer dresses, print shirts and a boy’s printed hoody and vest bodies, which are perfect for layering under sleeveless items. This season will also see the introduction of a new super soft “peached” jersey cotton that keeps kids cool on hot days. Elsewhere, we’ve revamped some of our classic products, such as the bestselling Lucy dress, which will return once again in 2015 with a new look. The wonderful Lola dress has an elasticised neck, improved fit and is made from even more hardwearing fabric. We’ve added some new washes to the jeans for both boys and girls to give even more choice and, following the fantastic reaction to the butterfly dress and maxi skirt we launched in s/s 14, our design team has created two new gorgeous prints. We have also redesigned our award-winning breastfeeding range. So from s/s 15 it will be dual purpose maternity and nursingwear, offering improved longevity and value in a beautiful, technically clever, range of products. LT: What are your staple bestsellers? LJ: We are well known for our reversible snuggle fleeces, appliqués, and of course products such as babygros are always good sellers. Recently, new items including our reversible dresses have done fantastically well, too. LT: How would you sum up the Frugi ethos? LJ: Our ethics are very close to our heart and we only introduce products we believe fit with this brand ethos. All of our organic cotton suppliers are GOTS (Global Organic Textile Standard) certified, and our workers are fairly treated. We also give one per cent of our turnover to grass roots environmental causes via a charity called 1% For The Planet. At last count, we had donated almost £150,000 to charities including the Cornwall Wildlife Trust, The Woodland Trust and The Bumblebee Conservation Society. However, when we started the business, we quickly realised that for your ethics to have a meaningful mainstream impact, you can’t rely on them alone. We always work hard to make sure our designs and characters are not only colourful and fun, but above all desirable – we want people to be wowed. We also think about versatility and innovation in design – how can we make things last longer or wear better? Could we remove seams or make
things more comfortable? Can we make something reversible or multi-use? By focusing on these things we’ve become first choice for parents who want clothes that last and look good, and first choice for kids wanting fun, comfortable clothes to wear. LT: Who is your core customer? LJ: We have three distinct groups of customers: those who like Frugi solely on a design basis; those who love the design and our values tick their “social responsibility” box; and those who buy our clothes simply because they are made from organic cotton, and we are an ethical business. We also attract a lot of gifting customers.
pretty soon we’ll be relaunching the Retailer Toolbox at frugiwholesale.com. LT: Where are you looking to next for growth? LJ: We know there are plenty of growth opportunities both in the UK and internationally. In terms of products, we’re trying to improve on what we currently do best, and the reaction to this has been fantastic. We also want to further support our retailers in the UK, make sure that our product offering is right and ensure we’re growing the business in a sustainable fashion.
LT: How many accounts has Frugi accrued over the last 10 years? LJ: Outside the UK we have around 500 stockists in over 50 different countries across the world, with Germany and Italy particularly good markets for us. In the UK, we have around 200 accounts and counting. In total, Frugi has achieved UK and international sales of over £4m and continues to experience 40 per cent growth year-on-year. However, it’s more important to us that we’re in the right stockists; those who understand and share our values and our products. This year we will be bringing on additional Frugi staff, so we can focus on spending more time working with our customers to achieve this.
LT: What are the short and long term plans? LJ: Short-term, there is a lot of hard work being put in to make sure the foundations are all set for our three-year plan. We’ve invested a lot in the business in terms of IT infrastructure, a talented team and a new warehouse facility that opened last month. We handle all our own distribution, so it’s really important to us that we have the right size and space to handle this properly. The new building will almost triple the size of our premises and will allow us a solid platform for our projected growth and stock. We’re also putting in our own photography studio, which the team are very excited about. We’re now pulling all of these elements together so we can continue on our 40 per cent growth curve to become the world’s leading ethical childrenswear business.
LT: Frugi appears to offer a lot of support to stockists – your Retailer Toolbox, for instance? LJ: Our Retailer Toolbox is a lovely package that brings together all of our support for our retailers – promotions to help attract customers into the store, best practice videos with hints and tips and an online community so retailers can engage with one another. We’ve just launched our new website and
LT: How are you celebrating Frugi’s 10th anniversary? LJ: A party, of course! We’re very excited to reach this milestone, so we thought we would celebrate in style with a good-old Cornish knees-up. We’re also receiving our Queen’s Award from Colonel Edward Bolitho – the Queen’s representative in Cornwall – on the same day, so it’s all pretty exciting. June/July 2014 - 21
LOGISTICS | WWW.CWB-ONLINE.CO.UK
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From browsing an entire collection from the comfort of their own home to the flexibility of 24-hour availability, the online shopper certainly has a host of advantages available that give them the edge over the bricks-and-mortar counterpart. However, as popular as online retail has become, there is one aspect of e-commerce that simply cannot compete with actual shopping, and it’s the reason for 60 per cent of abandoned virtual shopping baskets* at the point of checkout. Delivery – and all its associated complications – is the stumbling block for many a would-be online shopper, and it’s the final challenge for retailers looking to sell to a host of keen customers who want their products, and who want them right now. In response to the growing demand for the delivery of goods that rivals the immediacy of physical shopping, the logistics sector has undergone somewhat of a revolution in recent years. Tracked delivery, express services, clicking and collecting and Collect + are just some of the advancements that have been made by providers as logistics firms get increasingly innovative in their quest for
offering the utmost in convenience. For the retailer, however, the ever-expanding portfolio of options can make choosing the right partner difficult and, if there’s one thing all logistics providers agree upon, it’s the importance of choosing the right associate. “A courier should be seen as the extension of a retailer’s offering rather than a separate entity,� says Tara Barnes, head of sales and marketing at APC Overnight. “The online retail sector is as competitive as ever, and being able to manage and meet customer expectations is something that could ultimately make or break any retailer’s future success.� When it comes to delivery and the impact it can have on a retailer’s future success, the statistics make for sobering reading. Three out of four customers are unlikely to return to an online retailer if they have a bad delivery or returns experience*. This means retailers have one chance and one chance only to get it right. So, first and foremost, what are the essentials? “For the small retail business, assuring customers that their orders will arrive on time
and in good condition is absolutely essential, so the most important factor to consider in choosing a delivery provider is the reliability of its service,� says Barnes. “The management of customer expectations is also key, so it is perhaps more significant to deliver orders on time than it is to deliver them quickly. That means giving customers an accurate account of when they can expect their delivery, such as the real-time tracking service offered by APC Overnight.� Of course, customer expectations – and priorities – can vary depending on the demographic in question; something that should be taken into account at the outset according to parcel carrier Yodel. “The first thing retailers need to do is identify who they are marketing their service to,� says Dick Stead, the company’s executive chairman. “If your customers are predominately teens or young people, they will generally buy a dress on impulse the night before a big event, and their main priority will be receiving that dress the next day. “So offering a ‘safe place’ delivery – where a parcel is left in a specified location
DICK STEAD
DWAIN MCDONALD
June/July 2014 - 22
LOGISTICS | WWW.CWB-ONLINE.CO.UK
such as a shed – is essential,” he continues. “If your consumer demographic is primarily office-based, their priority will be having the option of collecting a parcel at their convenience outside of normal working hours, and this is where Collect + comes into its own.” Collect + is an increasingly popular delivery option, whereby couriers work in partnership with a network of convenience stores and petrol stations to allow customers to pick up their parcel at a location convenient to them. “We work with 5,500 convenience stores, and it’s the fastest-growing area of our business,” says Stead. “I don’t think it will overtake home delivery, but it certainly complements it. For the retailer without a wide, geographical spread, it allows them to replicate the business model of click and collect, which is offered by most high-street chains. In effect, they gain 5,500 of their own ‘outlets’ from which customers can collect their purchases.” It’s a nationwide spread rivalled perhaps only by the Post Office – the first port of call for many a small retailer as they make their first foray into the world of e-commerce. With 10,500 branches nationwide, the Post Office offers customers the option of collecting from their local branch, as well as offering the same convenience for returning an item; something that cannot be overlooked when around a quarter of all fashion purchases are returned. According to Tim Cowen, however, the appeal of the Post Office runs deeper than its geographical spread. “Royal Mail is a well-known brand that customers recognise and trust,” says the director of business relations at the Post Office. “Eighty six per cent of shoppers say they trust Royal Mail*, and 76 per cent say that delivery by Royal Mail would make them revisit an e-tailer*.
Customers like to know who will be delivering their items, so it’s important to select the provider that matches your brand – remember that they will be representing you in the final mile of the journey.” Dwain McDonald, CEO at courier DPD, agrees that the performance of a delivery provider reflects upon the retailer, but argues that good service goes above and beyond the safe delivery of a parcel. “Customers are much more sophisticated these days, and they definitely see smarter delivery solutions as one way of differentiating between retailers,” he says. “DPD’s Predict service notifies recipients of their one-hour delivery window by text or email, and customers can then track their driver in real time all the way to their front door. They are also able to access five ‘in-flight’ options – something 10 per cent of our customers take advantage of – whereby they can change the delivery date, request delivery to a specific neighbour or specify a delivery date, even when their parcel is in transit. The driver will then send confirmation via text, along with a photograph of where the parcel has been left if relevant.” Such flexibility opens up a whole new host of options for the retailer wanting to maximise the appeal of convenient deliveries. It’s an avenue that is well-trodden by one of the country’s most-established couriers, MyHermes, whose Parcel Manager service provides the ability to send an email to the end customer at defined trigger points within 20 minutes of the parcel scan. “The service provides the client with the opportunity to link their brand with the designated delivery company, and provides the end consumer with better information about their parcel delivery,” says Jonathan Bennett, head of marketing. “We also recruit couriers from within the area where they live so, if a customer is at work nearby, they are often
happy to make the detour to ensure the customer receives their parcel as quickly as possible. We are proud to have a 95 per cent first-time delivery success rate against the industry average of 83 per cent.” MyHermes places so much emphasis on the importance of the relationship between courier and retailer that it assigns each of its clients a business development manager, whose primary role is to understand the retailer’s business and ensure that they are using the most suitable delivery service. It’s an approach shared by Yodel, the delivery company that was formed when DHL Domestic merged with former carrier for fashion retailer Littlewoods HDNL. The result is a large, corporate carrier with a focus on small business, as Stead explains. “The interesting thing about Yodel is that we deal with clients from the individual sending a jumper to his or her cousin right up to some of the biggest clothing retailers in the country such as Very and Isme,” he says. “To that end, I don’t know of any logistics company that offers more options than we do from our local courier network through to our man with a van service including geocodes, which can be tracked via Google Maps.” For Stead, however, the flexibility of options is only representative of how quickly a business can grow and develop once e-commerce comes into play, delivered of course by the right courier. “Once upon a time, fashion companies started off on a market stall before perhaps opening a store, and then several more stores before setting their sights on international expansion,” he says. “Now all companies can go global from day one thanks to e-commerce, and nothing makes us happier than seeing our Yodel clients flourish into international players.” *Source: Delivery Matters, April 2013, Hall & Partners
June/July 2014 - 23
RISING STAR AWARDS | WWW.CWB-ONLINE.CO.UK
ď ď€ď€Şď€€ď€Ąď€Žď€¸ď€Žď€łď€Źď€€ď€˘ď€šď€Śď€ˇď€€ď€‘ď€ď€Žď€¨ď€ď€€ď€¸ď€Şď€Şď€¸ď€€ď€Śď€€ď€ľď€Śď€łď€Şď€ą ď€ď€Şď€€ď€§ď€Şď€¸ď€šď€€ď€Šď€Şď€§ď€şď€šď€Žď€łď€Źď€€ď€ąď€Śď€şď€łď€¨ď€ď€€ď€§ď€ˇď€Śď€łď€Šď€€ď€Śď€šď€€ď€šď€ď€Şď€€ď€¸ď€ď€´ď€źď€€ď€§ď€Śď€¸ď€Şď€Šď€€ď€´ď€łď€€ď€Žď€łď€łď€´ď€ťď€Śď€šď€Žď€´ď€łď€‚ ď€ď€Şď€€ď€źď€Žď€łď€łď€Şď€ˇď€€ď€ˇď€Şď€¨ď€Şď€Žď€ťď€Şď€¸ď€€ď€Śď€€ď€Ťď€ˇď€Şď€Şď€€ď€¸ď€šď€Śď€łď€Šď€€ď€Śď€šď€€ď€šď€ď€Şď€€ď€Ťď€´ď€ąď€ąď€´ď€źď€Žď€łď€Źď€€ď€Şď€Šď€Žď€šď€Žď€´ď€łď€€ď€´ď€Ťď€€ď€’ď€ď€şď€¸ ď€ď€Şď€€ď€Žď€łď€Šď€şď€¸ď€šď€ˇď€žď ď€¸ď€€ď€°ď€Şď€žď€€ď€§ď€şď€žď€Şď€ˇď€¸ď€„ď€€ď€˜ď€łď€€ď€Śď€Šď€ťď€Śď€łď€¨ď€Şď€€ď€´ď€Ťď€€ď€šď€ď€Žď€¸ď€€ď€¸ď€şď€˛ď€˛ď€Şď€ˇď  ď€ď€Şď€¸ď€€ď€şď€ľď€€ď€źď€Žď€šď€ď€€ď€šď€ď€Şď€€ď€ľď€ˇď€Şď€ťď€Žď€´ď€şď€¸ď€€ď€šď€źď€´ď€€ď€¸ď€Şď€Śď€¸ď€´ď€łď€¸ď  ď€Ľď€´ď€ąď€Ťď€€ď€ ď€€ď€Ąď€Žď€šď€Śď€€ď€Śď€łď€Šď€€ď€Ąď€Śď€¸ď€ľď€§ď€Şď€ˇď€ˇď€žď€€ď€&#x;  ď€ď€´ď€źď€€ď€šď€ď€Şď€€ď€§ď€ˇď€Śď€łď€Šď€¸ď€€ď€ď€Śď€ťď€Şď€€ď€¸ď€Žď€łď€¨ď€Şď€€ď€Šď€Şď€ťď€Şď€ąď€´ď€ľď€Şď€Šď€„
! ! " " ! " " " " " SONIA ROCHA, sales manager and designer www.wolfandrita.com
Laura Turner: What’s the story behind the Portuguese brand? Sonia Rocha: My sister and I, although we have different work backgrounds, recently joined our father’s company, which has been producing shirts for a long a time. While continuing his work, we also wanted to start something new ourselves, something that my sister and I could call our own. We were fascinated by the childrenswear market, and since we already produced shirts, we felt it made sense to begin with a children’s shirt collection, and so Wolf & Rita was born. LT: Has the collection expanded beyond shirts? SR: It is still mainly shirts for boys and girls, with one style of dress for girls and one style of trousers for the boys, all produced in woven fabrics. The age range is 1-10 years. LT: What is the design signature of the brand? SR: Our collections comprise plain black, white and denim styles, always mixed with distinct prints in simple styles and unique shapes. Our fabrics are 100 per cent cotton, and are locally outsourced. The trimmings also come from local companies. LT: Who is your core customer? SR: Parents who care about fashion and the beauty of the clothes they dress their children in, but also about the quality and provenance of the garments; who made them and the working conditions and ethical standards behind the production. LT: What are your bestsellers so far? SR: Carla, a striped top with a bird print, and Claudia, a chilli print dress. LT: How many accounts does Wolf & Rita
SONIA ROCHA (RIGHT) WITH BUBBLE EVENT DIRECTOR LINDSAY HOYES (CENTRE) AND SISTER CLAUDIA ROCHA
have, and within which countries? SR: For s/s 14, we have 29 retailers worldwide in Portugal, Spain, France, Italy, Germany, the UK, Austria, Denmark, Norway, the US, South Korea, Taiwan, Japan, Singapore and Russia. LT: Anything new to watch out for in the s/s 15 collection? SR: We’re looking to introduce garments produced in fleece and knitwear. LT: What effect did winning the Rising Star Award have on your brand? SR: It has been very positive; it helped us to launch the name Wolf & Rita. Various press coverage mentioned the award, too, and attracted new customers to the brand. LT: Have there been any developments for the brand since winning the award? SR: We have since also exhibited at Playtime Paris, Playtime New York, CIFF Copenhagen
and received great feedback from buyers and childrenswear brands. LT: Where are you looking to next for growth, both in terms of the collection and new markets? SR: We believe now is the time to present a bigger collection. We need to offer more options to buyers to establish ourselves as a brand. We are hoping to grow in Japan and the US as well as break into new markets such as Canada and Australia. LT: What are the short and long term plans for Wolf & Rita? SR: Short-term plans have been focused on designing the s/s 15 collection. The long-term plans are to strengthen the identity of Wolf & Rita and establish ourselves as a recognisable and solid brand. June/July 2014 - 24
RISING STAR AWARDS | WWW.CWB-ONLINE.CO.UK
ď€&#x;ď€? ď€œď€Śď€¤ď€§ď€žď€Şď€˘ď€Ľ ď€&#x; ď€?  ď€?ď€ď€šď€¨ď€?ď€ď€˘ď€Łď€Ł ď€›ď€žď€€ď€šď€Ľď€Ľď€Śď€Ťď€Ľď€œď€žď€? ď€ď€€ď€šď€Şď€€ď€€ ď€Œď€Œď€Œď€‚ď€„ď€Œď€ƒď€ ď€Šď€‰ď€ˆď€†ď€‰ď€…ď€‚ď€„ď€Šď€‚ď€‹ď€‡ď€‚ď€€ď€€
ALEKSANDRA STAĹ I (RIGHT) WITH BUBBLE LONDON EVENT DIRECTOR LINDSAY HOYES
! ! " " ! " " "
" "
ALEKSANDRA STAŠI, founder and designer www.raspberryplum.com Laura Turner: What are the origins of Raspberry Plum? Aleksandra Staťi: Raspberry Plum is a childrenswear brand based in London. We make clothes for kids who are fashion-conscious and stylish but still love to be carefree. My first collection was created for girls, with the strong belief that they should be able to play, get messy, run around and still look chic and stylish. Fashion should not have to be restrictive – especially for children. The entire collection is manufactured in Serbia – the country of my birth – and Serbia is famous for being one of the largest producers of raspberries and plums, so that is where the name originates. LT: What does the collection comprise? AS: Our first collection for a/w 14 was for girls aged one to 12 years. The new s/s 15 range, however, has expanded to include girlswear, boyswear and babywear, along with matching hats, tights and socks. Each collection is made up of jersey fabrics but configured and cut as tailored garments, providing the balance of comfort and unique design. We research the cut and finish of vintage children’s clothing from the 30s to 70s, a period when a lot of attention was given to creative detail, while also striving to deliver a true contemporary aesthetic. LT: What’s your ethos when it comes to childrenswear? AS: I believe in a quality garment that is lovingly made with an affordable and fair price tag. Raspberry Plum is a boutique-style collection. We are proud to deliver a great price for the quality of design, manufacture and durability that we provide that belies our mid-price level. The range carries elements of design from the time when there was no mass production of clothing and more attention paid to small details. We live in a
consumer-driven society today, but I long for the days when we would value the items of clothing that we had – a garment that would be worn for a long time and appreciated. I also believe in using organic and recycled materials, so our packaging is made from recycled paper and, from s/s 15, 90 per cent of our range will be produced using organic cotton. It’s important to me that Raspberry Plum is wearable, not just stylish, so the collection is made entirely of knitted fabrics to allow for stretch and comfort, and popper buttons are always used to allow easy access, parent-friendly designs. LT: Who is your core customer? AS: Independent-thinking parents who are aware of fashion but don’t necessarily follow trends. Those who love vintage clothing and design classics but want something unique for their discerning little ones. They value quality and design and are not precious about their child getting messy while playing. LT: What are your bestsellers? AS: All of the dresses and tights seem to be very popular, although sales across the entire collection have been very encouraging. LT: How many accounts do you have so far? AS: We have around 15-20 accounts this season, and they are still coming in. We have a few accounts in the UK, US, Dubai, Kuwait, Spain and Taiwan. We’re happy with the orders for our first season and welcome new growth and new partners in the second half of 2014. LT: What’s key for s/s 15? AS: As I mentioned, we’re excited to be introducing a boys’ and babies’ collection, as well as hats and a larger sock range. Ninety per cent of the collection will be made using organic fabrics, too. We’re also launching an online boutique soon.
LT: How has winning the Rising Star award helped your brand? AS: It has given us the opportunity to expand the breadth of the collection by 300 per cent, adding accessories, boyswear and babywear. The award was a very unexpected and happy surprise and, since winning, we have received a lot more interest from buyers and press, and it has helped us to be taken more seriously as a new, up-and-coming brand. It has also given me a great personal boost, and validation that my vision is being seen and understood in the way I always intended it to be. LT: Are you looking to overseas markets for growth? AS: We want to establish ourselves firmly in the UK market before fully concentrating further afield. The brand seems to be popular in the US, so we would like to maintain and grow from that great starting position. France and Japan are also markets we think we’d easily fit into, so we’re looking for agents in those countries to help us establish the brand. LT: What are the plans for Raspberry Plum? AS: The aim is to develop a consistent and recognisable brand identity, establish the clothing range and expand into children’s lifestyle product and shoes. We have the advantage of owning our own manufacture, so it is easy for us to experiment and introduce new things. We would like to maintain our ethical stance as much as possible in terms of using clean manufacturing processes, natural and organic fabrics and recycled packaging, as well as creating excellent conditions for our manufacturing staff. We strive to be a company that people enjoy working for, where they are appreciated and treated as an essential part of the team. Above all, we will always aim to provide the best quality products at real-world prices for the most stylish of children and parents. June/July 2014 - 25
PRODUCT | WWW.CWB-ONLINE.CO.UK
SPLASH ABOUT Nappy costume £10, 01647 440570 —
HOLLY & BEAU Colour-change swimming trunks £12, 01328 830820 —
LONG WAVE APPAREL Bikini £19.80, 020 7622 5532 —
SUNUVA Bikini £16, swim shorts, £16 020 7286 3939 —
ROCKLEY COVE UV rash vest £11.50, 07970 707918 — June/July 2014 - 26
S/S 15 SHOW CALENDAR | WWW.CWB-ONLINE.CO.UK
ď€ď€Şď€€ď€Šď€Śď€šď€Şď€¸ď€‚ď€ď€Şď€€ď€ąď€´ď€¨ď€Śď€šď€Žď€´ď€łď€¸ď€‚ď€ď€Şď€€ď€§ď€ˇď€Śď€łď€Šď€¸ď€€ď€żď€€ď€žď€´ď€şď€ˇď€€ď€Žď€łď€Šď€Žď€¸ď€ľď€Şď€łď€¸ď€Śď€§ď€ąď€Şď€€ď€Źď€şď€Žď€Šď€Şď€€ ď€ď€Şď€€ď€¸ď€…ď€ď€´ď€źď€¸ď€„
PITTI BIMBO 26-28 June 2014 Fortezza da Basso, Florence www.pittimmagine.com — This summer marks the 79th edition of Pitti Bimbo, which will present around 450 collections including 70 new exhibitors and exclusives such as Michael Kors, Little Marc Jacobs, ChloÊ, Kenzo, Timberland and Stuart Weitzman. The title theme for s/s 15 is Ping Pitti Pong, which sees the show focus on sport and its ties with childrenswear. Other highlights include the debut of Kids’ Evolution, a new project in collaboration with Vogue Bambini where a selection of young menswear and womenswear research designers will try their hand at creating a capsule children’s collection. Staged at the event’s Main Pavillion, the capsule collections will be included in a special shooting session in Vogue Bambini. Elsewhere, don’t miss the larger New View area of the exhibition this season, reserved for collections with a high creative content and innovation. Fashion shows to watch out for, meanwhile, include Miss Blumarine, Children’s Fashion from Spain, Miss Grant, Fun & Fun, Il Gufo, and Monnalisa. —
KLEINE FABRIEK 6-7 July 2014 Amsterdam RAI www.kleinefabriek.nl — This summer’s edition of Kleine Fabriek is set to feature new areas, new platforms, new stand builds and a new location within Amsterdam RAI. The revamped layout of the show will include the Block area for fast-fashion casual and denim brands such as Molo, Replay, Gsus, Tumbl ’n Dry, Retour and Geisha. The Fame area is a destination zone for flagship junior fashion brands, such as Oilily, IKKS, Fun & Fun, Eleven Paris and American Outfitters. Object will continue to house non-fashion collections focusing on toys and interiors from brands such as Souza, Happy Horse, Jellycat and Anne-Claire Petit Accessories. New platforms offering further market-specific categories are Game On for street-style, junior sports apparel and footwear, while the Peek platform will play host to new entrants or brands with a small collection. —
FIMI 4-6 July 2014 Madrid Arena, Madrid www.fimi.es Playtime Paris 5-7 July 2014 Parc Floral de Paris www.playtimeparis.com
Children’s Fashion Cologne (CFC) 10-12 July 2014 Koelnmesse GmbH, Messeplatz 1, KÜln, Germany www.cfc-cologne.com Playtime New York 2-4 August 2014 Metropolitan Pavillion, 125 West 18th Street, New York www.playtimenewyork.com
CIFF Kids 3-6 August 2014 Bella Center, Copenhagen, Denmark www.ciffkids.dk
Kind + Jugend 11-14 September 2014 Cologne Trade Fair Grounds, Cologne, Germany www.kindundjugend.com
Playtime Tokyo 26-28 August 2014 Belle Salle Shibuya Garden, Tokyo www.playtimetokyo.com
Top Drawer 14-16 September 2014 Olympia, London www.topdrawer.co.uk
June/July 2014 - 28
S/S 15 SHOW CALENDAR | WWW.CWB-ONLINE.CO.UK
INDEPENDENT KIDS 6-7 July 2014 Cranmore Park, Shirley, Solihull www.independentkids.co.uk — Independent Kids returns in July offering immediate delivery product for a/w 14 and forward-order product for s/s 15. Playing host to around 100 collections, the show covers the product categories of children’s clothing, accessories, footwear and christeningwear. New exhibitors this edition include Absorba, Bejaks, Bonny, Billybandit, Bitz of Glitz, Chipie, Elvetik Swiss Design, Holly & Beau, Jelly Bean Kids, Leisurewear International, Little Grippers, Richard Inglis, Toby Tiger and Tu Tu Gorgeous. Key returns, meanwhile, include Mayoral, Frugi, Kite and Levi’s. An after-show “drinks and nibbles” gathering will be hosted at the venue following the first day of the event, with all visitors and exhibitors welcome. —
FRUGI
BUBBLE LONDON 13-14 July 2014 Business Design Centre, Islington www.bubblelondon.com — See page 33 for CWB’s exclusive spring/summer 2015 Bubble London preview. —
COOL KIDS FASHION 22-24 July 2014 Shanghai New International Expo, China www.coolkidsfashion.com — Cool Kids Fashion is the first trade event in China dedicated to the children’s sector, encompassing baby and children’s fashion, footwear and accessories. The debut edition in July will feature over 40 brands from Australia, Belgium, Brazil, Canada, China, Czech Republic, Denmark, France, Holland, Korea, Poland, Singapore, Spain, Sweden, Taiwan, Turkey, the UK and the US. Specific brand signings include Attipas, Babygro, Boboli, Farg Form, Mim-Pi, Berlingot and Ticket to Heaven. Special features lined-up for the event include Fashion Museum, featuring a collection of baby and children’s clothing from China’s ethnic minorities, and the Kids Fashion Design Contest, which will see aspiring young designers from China’s top fashion school take centre stage, unveiling an exclusive childrenswear collection for the show. Fashion shows, a trend forum, visual display forum and networking cocktail party will also take place. —
MINI MODA
PHOTOGRAPHY: SONYA HURTADO sonyahurtado.co.uk
10-12 August 2014 NEC, Birmingham www.moda-uk.co.uk — Providing another key destination on the trade show calendar for kids’ stockists this season is Moda Footwear as it launches a new-and-improved kids’ product zone for s/s 15, entitled Mini Moda. Children’s footwear specialists have been a growing presence within the show over the last few seasons and, with an increasing demand from buyers for an ever more diversified product offer, Mini Moda is a natural progression. Presented as a standout section within the main footwear exhibition, Mini Moda will showcase the top children’s footwear labels from across the globe in one dedicated area. Brands signed up for the area include Aigle, Butler Boots, Chipmunks, Daisy Roots, Dr Martens, Froddo, Pediped, Petasil, Primigi, Pippo, Ricosta and Skechers, alongside newcomers such as Gioseppo, Hug and Hatch and Move by Melton. — June/July 2014 - 29
BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK
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01 THE BRIGHT COMPANY The Bright Company produces all of its design-led children’s sleepwear and bedding in Britain. Catering for ages 0-5 years, it focuses on not gender stereotyping children, offering unisex designs featuring bright colours and strong graphic prints. Stand GA16
02 STURE & LISA The Swedish, organic and Fairtrade brand for 0-3 years is making its Bubble debut for s/s 15 with a collection focused on fun, colourful prints. From this season onwards, it will offer a core range available year-round, supplemented by limited-edition seasonal styles. Stand A13 03 ABC123ME Boyswear brand ABC123Me caters for 4-11 years and includes hoodies, easywear corduroy, jackets, trousers and T-shirts, which can be mixed and matched or equally stand alone. Limited-edition T-shirts also feature. Stand C10 04 PLUMETI RAIN Launching its first collection for s/s 15, Plumeti Rain offers three ranges: baby accessories, including sleeping bags, blankets, pillows and bibs; babywear for 3-36 months; and childrenswear for 2-8 years. Natural fibres including cotton, silk and linen, as well as handmade embroidery techniques are key. Stand VC10
05 VELVETEEN Childrenswear brand Velveteen offers ethically produced collections for babies and girls but, for s/s 15, will also launch a complete boyswear collection. The label’s woven line is produced exclusively in India using artisan techniques such as hand-block printing and embroidery, with inspiration for s/s 15 including Cuban and South American influences. Stand VC15 06 PONYTAIL Lifestyle brand Ponytail aims to offer parents simple and practical products made for everyday use, which are also co-ordinated for gift appeal. The brand collaborates with illustrators to create its prints, which are used on items such as changing bags, snack bags, nappy bags, backpacks and hooded towels. Stand GA24 07 NOGARAVIN Created by a young Israeli designer based in Poland, Nogaravin offers a collection that includes puppets, bags and toys. Styles are simple and fun and intended to stimulate the imagination. Stand VA5 08 KAREN BROST LONDON For s/s 15, Karen Brost’s whimsical illustrations feature on a capsule range of babywear for 0-18 months and a capsule line for 2-8 years, including a fleece jacket with gold piping, tailored tuxedo dresses, playsuits, T-shirts and tux pants. New illustrated tights and socks will also be available. Stand E1 09 LOVE HENRY Making its UK launch at Bubble is Australian children’s clothing and gift brand Love Henry. Using high-quality cottons and printed fabrics exclusive to the brand, Love Henry’s styling has a vintage and classical appeal mixed with modern patterns and colours to suit all tastes. Stand VB14
10 BILLYBANDIT Launching at Bubble London this season is CWF’s in-house boyswear brand Billybandit. Inspired by the Wild West, the sea, adventures and super heroes, the collection features a bright, modern colour palette and is designed to offer a complete look supplemented by capsule collections of special occasionwear, partywear, rainwear, underwear and beachwear. Stand G12
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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK
01 PRETTY BLUE FOX Created by a British mum living in Stockholm, childrenswear label Pretty Blue Fox offers a contemporary collection with a focus on stylish prints and classic silhouettes. The launch collection for s/s 15 is called Under the Clouds, and features soft shades of blue, pink and ivory. Stand GA6 02 BABINE Stand-out colours for s/s 15 from Spanish brand Babine for 0-14 years include pinks, reds and blues, with floral and spotty prints also featuring heavily. A wide range of swimwear full of stripes and seaside motifs is also available. Stand A9 03 LUCKY INDUSTRY Baby carrier manufacturer Lucky Industry has a long history in Japan, and supplies to more than 20 countries. This season the brand is targeting the UK market, joining Bubble for s/s 15 to showcase its baby carrier range and seek a distributer to develop the label in the UK. Stand VB21 04 LILLY + SID Entitled English Country Garden, the s/s 15 collection from Lilly + Sid includes the new characters of Doris Bird and Nancy Cat; 60s-inspired silhouettes; new shapes for baby girls including playsuit and bib sets and woven rompers; a fresh take on nautical for boys, including vintage fishing boat prints and appliques; and the largest dress collection to date. Stand C32
05 WEDOBLE Knitted garments continue to stand out amid Wedoble’s collection for s/s 15. Inspiration is taken from children’s books, interpreting details from fantasy stories, with The Secret Garden the base of the trend. Expect floral motifs and colours ranging from soft pastels through to vivid hues. Stand B11 06 REEF Established since 1984, exotic surf brand Reef joins Bubble London this season to showcase its kids’ collection of comfortable, innovative and sustainably produced products. Stand C23 07 STAR51 Launching at Bubble for s/s 15, Star51 aims to bring purity and innocence back to childrenswear with age–appropriate garments. Made in the UK, the debut girls’ collection offers dresses inspired by the 50s with design features including retro prints, fine details and endearing shapes. Stand A25 08 DOT Having launched to the UK for s/s 12, Portuguese childrenswear label Dot returns to Bubble for s/s 15. Catering for boys and girls aged 0-12 years, it offers traditionally designed clothing with a modern twist as well as a range of unisex options. Stand VA25 09 MOLO S/s 15 sees a mixture of trends for boys and girls including hipster and sporty looks, which are contrasted with Molo’s interpretation of classic styles. Prints, handpainted details, comic-book looks and fabric qualities such as distressed leather and paper-like cotton all feature. Stand C12/C19 10 LE QUEUE DU CHAT A French organic and Fairtrade brand for babies, boys, and girls from 0-10 years. Key for girls this season are shades of coral, pink, turquoise and yellow, as well as a touch of frills and embroidery. There’s a seaside theme for boys, featuring stripes, stars and the colours yellow, turquoise, grey and white. Stand A13
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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK
01 LITTLE CHOOK New from London label Little Chook – best known for its flock print tops for boys and girls – is the Celebrations collection. Available in a range of bright colours, the number T-shirts include bunnies, dinosaurs and robots, and target birthday gift buyers. Limited-edition seasonal ranges also feature. Stand VC24
02 RORO Making its Bubble debut is the Lulla doll, which is a unisex sleeping companion for babies that imitates a caregiver with a real-life recording of a mother’s breathing and heartbeat at rest. Once activated, the doll will play for eight hours before automatically switching off. It is made from natural cotton and is machine-washable. Stand GB3 03 TINY SHE A new concept in girl’s clothing, Tiny She offers a collection of maxi skirts for ages 4-10 years. The brand’s London-born designer takes inspiration from her current home in Ibiza, drawing on the glamour, lifestyle, and rich hues for s/s 15. Designs are simple, boldly coloured and comfortable. Stand A7 04 ROCKAHULA KIDS Rockahula Kids is launching its new collection of UK-designed accessories and jewellery, with highlights including quirky details, clashing colours and prints, as well as neon trims. A bag range also features, with hidden ribbon straps in purses, mismatched linings and bright acrylic clasps. Stand GC2 05 LUCY PEACH SLICE Launched in 2013, girlswear brand Lucy Peach Slice for 2-12 years is made in the UK from fabrics designed in-house. The s/s 15 offer includes dresses, short sets, skirts, jackets and swimwear, as well as a new range of cotton silk dresses and skirts. Stand VA15 06 SARAH ELWICK Sarah Elwick offers contemporary knitwear accessories featuring eye-catching and modern combinations of colour and pattern. Using Italian merino and a specialist knitwear manufacturer in Leicester, items include geometric merino cot blankets and merino pram or buggy blankets. Stand GB12
07 ELIZABETH HURLEY BEACH Available for girls aged 18 months to 13 years, the s/s 15 collection includes onepieces, bikinis, tankinis, kaftans, beach dresses, shorts and stretch towelling zipped cover-ups. In terms of colour, pinks, lilacs and blues are key, as are star, heart and cheetah prints, as well as soft cottons and broderie anglaise. Stand E8 08 MINIMONDOS Educational and design-led, Minimondos’ range of dolls, puzzles and games aim to encourage children to embrace individuality in a fun manner. Key design features include a contemporary colour palette such as warm greys and blues, as well as illustrations, matt finishes and high-quality textiles. Stand VA19 09 TAILS AND TALES A new luxury brand of contemporary, fairytale-enthused clothing for boys and girls aged 2-9 years. Each collection introduces a new adventure inspired by fairytales and dressing up. Its first season for s/s 15 is inspired by the main characters in Alice’s Adventures in Wonderland – Alice, the Queen of Hearts and the Mad Hatter. Stand A24
10 LULUZULU Established this year, new lifestyle brand Luluzulu designs products to engage children and aesthetically appeal to parents. Highlights of the launch collection include baby tights, children’s hats, “plimsocks” with terry cushioning and non-slip grippers on the soles, and “tidytubs” storage for kids’ belongings. Stand GA10 >>>
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01 OIL & WATER A fashion-focused collection of rainwear launched in late 2013, Oil & Water offers jackets, coats and ponchos ranging from traditional to “mod” in style for girls aged 2-10 years. Metallics, colour blocking and ruffles are key, as are design features such as tailored hoods, full linings and washable, waterproof and water-resistant fabrics. Stand A8
02 SILKS New British kidswear label Silks takes its inspiration from chic beach life, candy colours and the jockeys and horses of Deauville in France. The s/s 15 collection for boys and girls aged 1-12 years consists mainly of rugby and polo shirts and focuses on bold, bright and contrasting colours and panelling. Stand B35 03 PIXIE TOES Offering a crafted footwear collection for girls, Pixie Toes sandals are designed for children with a focus on both comfort and style. Every pair is handmade from genuine leather and the soles are created from “press rubber”, which is light, supple and supportive. Stand D29 04 QUESTION EVERYTHING This season Question Everything – a brand typically associated with cotton, handsmocked printed dresses – is introducing new lines. For s/s 15 it will launch a range for girls aged 8-13 years, boys’ shirts, babywear, jumpsuits, skirts, hand-embroidered cardigans and exclusive new prints. Stand D34
05 GNU BRAND Catering for six months through to five years, boyswear label Gnu Brand offers creative designs constructed from durable fabrics and bright colours. Focus is on comfort, imagination and craftsmanship. Stand A14 06 CHLO CHLO Established in 2013, the luxury childrenswear label marries quaint British styling with vintage influences. Catering for boys and girls aged 1-6 years, the s/s 15 collection takes inspiration from historical dressmaking and design combined with ethnic influences. Stand A22
07 RACHEL RILEY For s/s 15, Rachel Riley draws inspiration from the 40s, 50s and 60s, with fine tailoring, hand-smocking, embroidery and vintage-inspired prints key. The Heritage Collection – launched to coincide with the birth of Prince George – and a capsule range of swim and beachwear will also feature. Stand B7 08 LUCAS FRANK Boyswear label Lucas Frank returns this season with its collection for 18 months to 12 years. Since its launch in 2012, the line has grown to include a full range of knitwear, outerwear and occasionwear. The brand is also looking to design footwear and accessories later in the year. Stand C40 09 BEJAKS Bejaks offers timeless toddler shoes with easyfit and width adjustment technology. Each shoe is handcrafted in supple leather and includes arch support, resilient pull tags to aid with easy fitting and non-scratching durable outsoles. Stand GA8 10 CHURCHILL Little Rhymes is the kids’ homeware collection shown by Churchill at Bubble this season. First introduced in 2011 with The Owl & The Pussycat range, Little Rhymes has since grown to include several additions including the Old MacDonald’s Farm and Teddy’s Tea Party lines. Stand VC11
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01 JIM JAMZ Catering for boys and girls aged 0-3 years, Jim Jamz offers British-made, jersey cotton pyjamas giftpackaged in recycled glass jam jars with traditional gingham tops. Launching this season are Mini Jim Jamz, which contain cotton babygros in pinks, blues and white. Stand GA22 02 LEMON LOVES LIME Girlswear label Lemon Loves Lime returns to Bubble with a collection featuring a bright mix of patterns and textures for girls aged 2-10 years. For babies, there is a separate Layette collection, which focuses on gentle ruffles and frills for babies up to 24 months. Stand A14 03 HATLEY Hatley’s collection includes playful printed raincoats, boots and umbrellas with coordinating T-shirts and dresses. Highlights include three different raincoat styles, a wide selection of printed one-piece swimsuits, bikini sets, swim trunks, rash guards, cover-ups, sun hats and 50 new pyjama prints. Stand C41 04 EPICUREAN New Bubble exhibitor Epicurean has launched an entirely new range of children’s table-top designs. The collection includes seven designs, all of which are bespoke and depict the company’s motto of “making food fun”. Stand VB17 05 ADEN + ANAIS New amid aden + anais’ offer is a range of fun, fluorescent Musys muslin squares. Available in packs of three in a large star print, small star print and striped design, and a choice of vibrant blue or pink, the Musys are made using 100 per cent cotton muslin and measure 70cm x 70cm. Stand VC7
06 GREEN PIONEER Green Pioneer is a distribution company focused on bringing stylish, ethical products to the European retail market. Amid its brands is Kids Konserve, a range designed to reduce the amount of waste generated by school packed lunches, with new stainlesssteel containers, food jars and snack bags in neon launching at the show. Stand VC13 07 DAINTY DIZZY British label Dainty Dizzy returns with its new s/s 15 collection The Dreaming Sea, inspired by glistening moonlight, golden sand and magical mermaids across special-occasion dresses, outfits and accessories for girls up to 12 years. Stand A23 08 TOBY TIGER Providing colourful, ethical and organic childrenswear since 1998, Toby Tiger is known for its bold, sustainable and timeless designs. The brand promotes the use of organic cotton, with its jersey range made from organic cotton certified by GOTS and The Soil Association. Stand A20 09 BOGS This season’s collection from footwear brand Bogs includes key style NW 23rd Mid. Available in five colourways, the 100 per cent waterproof boot includes easy pull-up handles, breathable lining, responsive cushioning technology for comfort and non-marking, rubber outsoles. Stand B41 10 VILLERVALLA Scandinavian brand Villervalla focuses on colour, quality and comfort for children aged 0-10 years. Its design philosophy is that children can wear all the colours of the rainbow, and that it’s fun to mix and match. This season, an extended range of items with the Oeko-Tex Standard 100 mark will be available. Stand D32
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Bêjaks
Blue Poppies
Cate & Levi
STAND D1
STAND VB7
STAND VC13
Luxurious, charming and timeless toddler shoes with superior easy-fit and width adjustment technology. Tradition Meets Innovation.
Blue Poppies is a French brand of exclusive and fun kids clothing. Each customer creates online its unique product line which is produced with love in the south of France!
Cate & Levi make fun toys, puppets, wall plaques and slippers from upcycled jumpers in their Canadian workshop. No two are ever the same making them a unique gi and keepsake.
Tel: 0033 (0)673316244 Email: contact@bluepoppies.fr www.bluepoppies.fr/en
Tel: 01380 859 600 Email: enquiries@greenpioneer.co.uk www.greenpioneer.co.uk
James Holden (Sales) Tel: 020 7666 3210 Email: James@bejaks.com www.bejaks.com
Chipmunks
Chlo Chlo
Dainty Dizzy
STAND A4
STAND A22
STAND A23
Chipmunks Footwear is a collection of fun and fashionable children’s footwear especially designed to look aer those precious little feet! Wellingtons, canvas, slippers and leather boots. Tel: 01925 710110 Email: enquiries@chipmunksfootwear.co.uk www.chipmunksfootwear.co.uk
Chlo Chlo collections are inspired by the designer's background in costume design for the performing arts. Each garment has its own unique character mixing vibrant designs and classic lines to create divine silhouettes for your little darlings. Tel: 07730668167 Email: yu@chlochlo.co.uk www.chlochlo.co.uk
British label Dainty Dizzy return to Bubble with their SS15 Collection, inspired by "e Dreaming Sea". Dainty Dizzy focuses on imaginative fashion, quality and timeless style for younger girls. Tel: 07815146313 Email: hello@daintydizzy.co.uk www.daintydizzy.co.uk
Emile et Rose
Frugi
Kissy Kissy
STAND C43
STAND A1
STAND G8
Emile et Rose brings a breath of fresh air to classic colours – beautiful floral prints for girls and summery checks for boys. Always presented as an outfit, with gi packaging.
Frugi is the bestselling organic childrenswear brand from 0-10 years. e SS15 collection takes you on an outdoor adventure with updated Frugi classics, new lightweight summer fabrics, and some brand new styles.
Tel: +44 1392 677555 Email: rsbsharon@aol.com www.emile-et-rose.co.uk
Tel: 01326 558 462 Email: info@frugiwholesale.com www.frugiwholesale.com
Nobody can match Kissy Kissy! e very finest 100% Pure Pima Cotton. e Collection is pure genius! Tel: 01442 248 103 Email: sales@finestforbaby.co.uk www.kissykissyonline.com
Kite
Lucas Frank
Melwenn
STAND B31
STAND C40
STAND A53
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. Collections for baby and children from 0 to 11 years.
e exclusive boys only brand, Eclectic and edgy design from our Clubhouse and On tour collections. Tel: 08700 502580 Email: nikki@lucasfrank.com www.lucasfrank.com
Tel: +44(0)1202 733222 Email: ally@kite-clothing.co.uk www.kite-clothing.co.uk
Clothes, our second skin, a reflection of who we are. Fashion & self-esteem are no easy task for the larger girls of today. Melwenn, the first French label to provide a solution for girls (8-16yrs). Tel: 00 33 645 814 241 Email: contact@melwenn.com www.melwenn.com
Merryland
Oil & Water
Pigeon
STAND VC1
STAND A8
STAND A15
Merryland - classic and comfortable, natural and organic clothing made of linen, sewn with attention to detail. Shirts, trousers, sweaters, dresses from 3 months to 13 years. We draw from tradition and we love youthfulness.
Oil & Water offers exquisite rainwear for children with so, coated fabrics in a fabulous mix of colors. Oil & Water earned a nomination for 2013 Best New Brand (US.) We are pleased to bring our rainwear collection to the UK for 2014. (Sizes 2-14).
Tel: 0048 61 81 68 248 Email: office@merryland.pl www.merryland.pl
Tel: 203 722 4963 Email: info@oilandwater.com www.oilandwater.com
At Bubble this July Pigeon will be showcasing a new hedgehog print in the babywear range and a collection of knitwear including tights, hats and scarves for babies and kids. Tel: +44 (0)1865 379230 Email: info@pigeonorganics.com www.pigeonorganics.com
Platypus Australia
Rashoodz Swimwear
Reef
STAND B43
STAND E22
STAND C23
As well as teaming up with Liberty Art Fabrics for 2015/16, Australian swimwear sensations, Rashoodz, are coming to London with their new range of intelligent yet adorable swimwear and accessories.
Reef is the exotic surf travel brand, encouraging your journey of discovery since 1984. Our purpose is to provide premium, comfortable and innovative products in a sustainable manner. We are guided by the sea.
Platypus Australia is a high quality, fashionable UV Swimwear brand for Baby, Kid 2-8 and Youth 10-14. Summer 2015 features beautiful prints used in unexpected ways and the first terry towelling range. A must see for all swimwear stockists. Tel: 44 (0)7967416386 Email: info@platypusaustralia.com www.platypusaustralia.com
Tel: +61 7 3870 0256 Email: info@rashoodz.com.au www.rashoodz.com.au
Tel: 07775586295 Email: Paul_collier@vfc.com www.reef.com
Replay & Sons
Småfolk
Star51
STAND G1
STAND C21
STAND A25
Created in 1991 and based on the idea of extending the Replay adult line heritage to children, Replay&Sons aims to meet the needs of children’s clothing using irony and originality.
Småfolk is a Danish fashion brand for children. You are always guaranteed lots of happy colors, fun, and exciting prints that the children love. Welcome to our world.
Tel: 020 7713 9404 www.replay.it
Tel: +45 3169 6878 Email: info@smafolk.dk www.smafolk.dk
Homegrown new british label introduce luxurious and vintage inspired collection for girls 2 - 6 years. Dresses of modesty constructed in quality so fabrics. Tel: 07532033253 Email: info@star51.co.uk www.star51.co.uk
Toby Tiger STAND A20 Toby Tiger kidswear is colouful, sustainable, timeless & high quality. Our clothing is made to last and we promote the use of organic cotton. Come & see our beautiful new range now–stand A20! Tel: 01903 766777 Email: Info@tobytiger.co.uk www.tobytiger.co.uk
Early Days, Baby Shoes for all Occasions
Hand made in the UK since 1952 For a copy of our latest catalogue please contact: See us at Bubble, Stand B47
Early Days, 15 b Mandervell Rd, Oadby, Leicester, LE2 5LQ Tel: 01162 716944 Email: sales@earlydays.ltd.uk www.earlydays.ltd.uk
PRODUCT | WWW.CWB-ONLINE.CO.UK
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01: SKIP HOP
02: ZIPPYSUIT
03: COLOURME WELLIES
Melamine plate and bowl set Price on request 01293 774924
Bandana dribble bib ÂŁ5 for a pack of four different designs 01625 540249
Gift bag including permanent art markers, a pair of wellies and a colouring book Price on request 0330 088 4195
04: EGGNOGG
05: LUMOO
“Cuddlyâ€? tea towel toy – colour-in, cut-out, sew together and fill ÂŁ4.99 0117 927 7747
Makemee felt cushion craft kit ÂŁ2.50 0844 664 1275
06: SHEA MOOTI Scent-free body balm for babies Price on request 020 7754 5440
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SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK
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Visitor registration for the 2014 edition of The Schoolwear Show, to be held at Cranmore Park, Solihull, on 12-14 October, is now open at www.theschoolwearshow.co.uk. Aiming to attract a broader range of visitors this year, the show is building exhibitor numbers and providing a wider spectrum of product to draw in printers and embroiderers in addition to its core visitor demographic of retailers. Other developments include confirmation of the 2014 Schoolwear Association social event, which takes place on Monday 13 October, and will be a 20s-themed evening sponsored by William Turner & Son and Charles Kirk. Further exhibition updates and links to social media can also be found on the website. —
Rowlinson Knitwear has introduced a new hooded sweatshirt to its long-established Woodbank range of garments. Produced from 65 per cent polyester and 35 per cent cotton, the hard-wearing fabric is brushed for extra warmth and weighs in at an above average 280gsm. The fabric is also dyed to lock in colour and prevent fading and can be washed at 40°C with a cool tumble and cool iron if required. The garment’s design features include a classic raglan sleeve, elasticated cuffs and rib hem, reinforced top-stitched seams and a front pouch. The garment is available from stock, initially in black and navy, with plans to introduce further colours options. Customers have the option of plain direct from stock, or embroidered via Rowlinson’s embroidery service. —
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ď€&#x;ď€Šď€˜ď€”ď€¤ ď€Ľď€›ď€˘ď€Łď€€ď€Ľď€”ď€¨ď€˜ď€—ď€€ Rawcliffes, a landmark school-uniform shop in Southport, Merseyside, has been saved from closure after its parent company John Cheatle Group went into administration in April. Lancashire firm Whittakers Schoolwear, which has branches in Blackburn, Bolton, Burnley, Accrington and Swinton, acquired the Southport store on 22 May. “It’s very much business as usual in Southport,â€? says Whittakers’ sales director Bradley Hutchinson, who, together with his father John Hutchinson, Whittakers’ managing director, has been running the business since 2008. “Customers are likely to notice some changes over the next few months as we make the transition from Rawcliffes to Whittakers and, although the last few months have been difficult for the Rawcliffes store, we’re delighted to be able to welcome them to the Whittakers Schoolwear group.â€? “We aim to offer a superior quality in school uniform at very competitive prices, while providing an excellent service for both schools and parents alike,â€? adds John Hutchinson. —
ď€ľď€€ď€Œď€ď€Žď€›ď€œď€Śď€Łď€ď€˘ď€&#x;ď€ď€Žď€Šď€ąď€€ď€ď€?  ď€&#x;ď€&#x;ď€? ď€?ď€&#x;ď€ď€€ď€Žď€›ď€Ľď€Łď€¨ď€Ąď€€ď€šď€›ď€Śď€Žď€˘ď€›ď€§ ď€?ď€&#x;ď€ď€Žď€€ď€Šď€Šď€Żď€¨ď€?ď€? ď€ď€ď€&#x;ď€ ď€› ď€&#x;ď€ď€?ď€?ď€&#x;ď€ď€€ď€Żď€¨ď€Ł  ď€ąď€Łď€Žď€˘ď€Šď€Żď€Žď€€ď€ąď€›ď€Źď€¨ď€Łď€¨ď€Ąď€ƒď€€ď€•ď€ąď€¨ď€&#x;ď€?ď€&#x;ď€&#x; ď€ď€Şď€&#x;ď€¨ď€Žď€€ď€´ď€†ď€ˆď€ ď€„ď€„ď€„ď€€ď€Šď€¨ď€€ď€œď€Źď€›ď€¨ď€žď€&#x;ď€&#x;ď€Źď€ ď€›ď€¨ď€žď€€ď€Şď€Šď€Śď€Šď€ď€€ ď€ď€€ď€›ď€Žď€€ď€’ď€›ď€§ď€§ď€›ď€ ď€—ď€?ď€ď€€ď€Šď€Šď€Śď€Śď€&#x;ď€&#x;ď€ƒď€€ď€—ď€Łď€˛ ď€ď€€ď€Śď€›ď€Žď€&#x;ď€Źď€ ď€€ď€žď€&#x;ď€ď€Şď€Łď€Žď€&#x; ď€ď€ď€Żď€Źď€›ď€¨ď€?ď€&#x;ď€ď€€ ď€&#x;ď€ď€?ď€˘ď€Šď€Šď€Śď€ ď€€ď€Łď€Ž ď€?ď€&#x;ď€&#x; ď€ď€Šď€Żď€Ąď€˘ď€Ž ď€&#x;ď€ď€Žď€Šď€?ď€ď€Žď€ƒ
ď€&#x;ď€§ď€˜ď€€ ď€”ď€Şď€€ď€•ď€”ď€Ąď€Ąď€˜ď€¤ď€€ď€–ď€›ď€”ď€¤ď€œď€Śď€Ť ď€˜ď€Ąď€—ď€˜ď€”ď€¨ď€˘ď€§ď€¤ď€€ Blue Max Banner’s sales office supervisor Laura Quintrell recently returned from a trip to Romania to meet a child she is sponsoring via UK charity People against Poverty (PaP). Quintrell’s sponsorship has enabled the 12-year-old child to receive an education, with the money she donates covering not only the costs of his school books and stationery but a daily meal for his entire family. Quintrell has also supplied the child with a full football strip and clothing for his local community donated on behalf of Blue Max Banner. —
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June/July 2014 - 53
WEB DESIGN | WWW.CWB-ONLINE.CO.UK
For many smaller businesses, the world of e-commerce can be a minefield, and independents in particular often struggle with where to start when it comes to translating their bricks-and-mortar experience into a viable online arm. “You need to treat the launch of a transactional website like you would the opening of another shop, both in terms of investment and what you would do to make that additional branch work,” says Tim Johnson, director at e-commerce provider Visualsoft, which specialises in the design, build and marketing of online stores, and who has worked with more than 500 independent businesses across a variety of industry sectors. “A typical mistake that independents make is that they build a website and just expect it to generate lots of business, but
that’s not how it works,” he continues. “You get out of it what you put in. In a bricks-andmortar store, you would merchandise properly, market the shop properly, cross-sell and up-sell, and you have to do the same online. A lot of stores try e-commerce, it doesn’t meet their expectations and they write it off, but the rewards are still up there for grabs – you just have to do it properly.” For many independents thinking about launching e-commerce or indeed improving their existing set-up, the question of how much investment is needed is often the most tricky one. “A minimum investment is around £3,000 for a functional start-up site; if it’s less, it’s usually not a good enough solution,” says Johnson. “Obviously, for more advanced sites, the cost goes up proportionately with
features and additional functionality. For existing websites that require a redesign or relaunch, we are typically looking at an investment of between £5,000 and £10,000.” Keeping the website functional, easy to navigate and user-friendly are fundamental rules every retailer venturing into e-commerce should adhere to. Johnson says, “Don’t try to reinvent the wheel. A lot of independents over-think the design and want to be different. For instance, you usually have the basket in the top-right corner, so don’t try to place it in the bottom-left, for example, as it ends up being a case of style over function and can easily alienate customers. You have to follow the fundamental rules of a bricks-and-mortar shop online, too. In a bricks-and-mortar store, you wouldn’t put your front door in the back June/July 2014 - 54
WEB DESIGN | WWW.CWB-ONLINE.CO.UK
The e-commerce start-up guide by Visualsoft and the till in the warehouse just to be different, so why would you do that online? There are certain industry standards that customers expect and are used to.” Johnson advises retailers to think carefully about the design of their web presence and the image it portrays about the business. “Online users will make an assumption about the quality of your online store within three to five seconds of clicking on your site, so you have to ensure that you present a trustworthy and professional environment,” he says. “So think about good product presentation and photography, the amount of product available and how you merchandise it. “A lot of independents also get it wrong by wasting much of their homepage on talking about their bricks-and-mortar store instead of a strong product presentation,” Johnson continues. “By all means put a picture of your store on the ‘contacts’ page to add credibility to your operation, but don’t be tempted to waste the homepage on it.” Ultimately, the success of an e-commerce arm depends on many factors, but Johnson advocates that, if done properly, it is an investment that is set to enhance a business and put it on a good footing for future growth, as e-commerce continues to rise. And with mobile commerce accelerating the online marketplace even further, he recommends that retailers also think about the future development potential of their sites. “Mobile technology is the key driver of the future; between 30 and 50 per cent of clothing websites generate their traffic through mobile devices. On some sites it’s as much as 70 per cent, especially where it’s backed by a strong social-media campaign, because people spend hours on their phones and tablets on social media,” says Johnson. “So if you’re making an investment in a website, it’s worth thinking about future proofing it for the mobile customer also.” Responsive design – where the site recognises whether it’s being viewed on a desktop, tablet or mobile device and adapts the viewing experience accordingly – may be the buzzword here, but Johnson says that this is often costly, and that more budget-friendly alternatives do exist. “Responsive design is quite expensive, but if you’re on a budget, we normally recommend to build your website and include a mobile site, so both are covered,” he says. “It is a good compromise, and a lot cheaper to implement.” Complex as the world of e-commerce may be, Johnson is convinced that it’s the only way to go for any business wanting to survive and thrive. “The future is definitely online – that’s a reality,” he says. “If stores don’t adapt, they will be left behind, whether you like it or not. A new generation of consumer is coming through that has grown up with the internet and mobile devices, and this will continue to drive and shape the retail sector.”
HAVE A PLAN Even if you don’t have an incredibly detailed business plan, it’s wise to have an idea of what you expect your store to achieve in its first year and map out what actions you need to take to make it happen. Be realistic, and be prepared to change your plan along the way in response to a fast-moving sector. SECURE YOUR DOMAIN You need to purchase your store’s domain as soon as possible to make sure you don’t miss out on a name that’s easy to remember and appropriate for your business. GET BRANDED Your new online business will need a logo that will feature on your store, as well as related material such as invoices and emails, so it’s important to get a professionally designed logo that projects the right image for your store and can be easily applied to everything and anything you might need depending on the growth of your business. Investing in a strong identity early on can avoid the need for expensive redesign costs later down the line. SET UP A MERCHANT ACCOUNT A merchant account is a type of bank account that allows you to accept payment from shoppers’ credit cards. If you don’t already have a merchant account, speak to your bank about getting one set up. Alternatively, some payment gateway providers can supply them. APPLY FOR A PAYMENT GATEWAY To process online payments, your store needs a payment gateway to allow the secure transfer of credit card funds from shoppers to your merchant account. The application for a payment gateway can sometimes take several weeks, so it’s best to begin the process as early as possible. CONSIDER CONTENT Successful stores feature more than just products, so it’s important to think about the additional content of your store sooner rather than later, as it can take time to put together great copy for your returns policy, store history and About Us page etc. In addition, for some content such as your terms and conditions of sale or your site’s privacy policy, you may need help from your solicitor or a business development agency. MAKE DATA DECISIONS To put together a clear structure for your new store, your e-commerce provider will need to know what type of products you’ll be selling and how they can be broken down into sub-departments, and roughly how many products you’ll have available to buy. Also, you’ll need to know how you plan on adding product data to your store (manually, or via spread sheet import or Epos integration) SIZE UP YOUR COMPETITION It’s useful to do market research and look at potential competitors selling online, and make note of their pricing, approach and aesthetic so you can use the information to inform how you will – or won’t – do things with your own online store. CONSIDER PROMOTIONS AND MARKETING Like any retail business, merely existing isn’t enough to attract customers. It’s essential that you think about what promotions and incentives you’ll offer, and how you will market your business on an ongoing basis once it’s launched. PICK THE RIGHT PROVIDER Hundreds of retailers lose a huge amount of time and money on their online stores because they don’t carry out due diligence when choosing an e-commerce provider.
For more information and further tips and advice on all things e-commerce, call Visualsoft on 01642 633604, email info@visualsoft.co.uk or visit www.visualsoft.co.uk. June/July 2014 - 55
CASE STUDIES | WWW.CWB-ONLINE.CO.UK
ď€–ď€Šď€•ď ˆď€žď€€ď€¤ď€ąď€Žď€ąď€Żď€Żď€ď€€ď€?ď€ď€Żď€śď€žď€şď€šď€€ď€žď€ťď€ąď€ď€śď€žď€€ď€żď€şď€€ď€˛ď€şď €ď€˝ď€€ď€žď€Żď€´ď€şď€şď€ˇď ‚ď€ď€˝ď€€ď€ľď€šď€°ď€ąď€ťď€ąď€šď€°ď€ąď€šď€żď€žď€€ď ‚ď€ď ď€ď€°ď€ąď€€ď€żď€´ď€ąď€€ď€žď €ď€Żď€Żď€ąď€žď€žď€˛ď €ď€ˇ ď€ď€šď€žď€ľď€żď€ľď€şď€šď€€ď€˛ď€˝ď€şď€¸ď€€ď€Žď€˝ď€ľď€Żď€śď€žď€€ď€ď€šď€°ď€€ď€¸ď€şď€˝ď€żď€ď€˝ď€€ď€żď€şď€€ď€şď€šď€ˇď€ľď€šď€ąď€‡ď€€ď€&#x;ď€ď€żď€€ď€żď€´ď€ąď€ľď€˝ď€€ď€¸ď €ď€ˇď€żď€ľď€†ď€Żď€´ď€ď€šď€šď€ąď€ˇď€€ď€žď€ąď€żď€†ď €ď€ťď€…ď€?ď€ď€Żď€śď€žď€şď€šď€€ď€ąď ƒď€ťď€ˇď€şď€˝ď€ąď€žď€€ď€żď€´ď€ą ď€ˇď€ąď€žď€žď€şď€šď€žď€€ď€żď€´ď€ąď „ď€€ď€´ď€ď ď€ď€˝ď€šď€żď€€ď€ď€ˇď€şď€šď€łď€€ď€żď€´ď€ąď€€ď ‚ď€ď „ď€…ď€€ď€ľď€šď€Żď€ˇď €ď€°ď€ľď€šď€łď€€ď€żď€´ď€ąď€€ď€°ď€ľď€˛ď€˛ď€ąď€˝ď€ąď€šď€Żď€ąď€€ď€´ď€ď ď€ď€šď€€ď€şď€šď€ˇď€ľď€šď€ąď€€ď€žď€ąď€ˇď€ˇď€ľď€šď€łď€€ď€ťď€ˇď€ď€żď€˛ď€şď€˝ď€¸ ď€ď€śď€ąď€žď€€ď€°ď €ď€˝ď€ľď€šď€łď€€ď€żď€´ď€ąď€€ď€Žď €ď€žď „ď€ď€Żď€śď€€ď€Śď€şď€€ď€Ľď€Żď€´ď€şď€şď€ˇď€€ď€žď€ąď€ˇď€ˇď€ľď€šď€łď€€ď€ťď€ąď€˝ď€ľď€şď€°ď€‡
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How long have you had your transactional website? Nine years.
How long have you had your transactional website? Six years.
What level of investment did you make? Initially quite a lot. I invested ÂŁ4,000, which I found out later was more than I needed to pay. Just over a year ago I had to change the website because the platform it was on no longer existed. I revamped it to its current format.
What level of investment did you make? I’m unsure of the exact amount. It is ongoing, so we contribute money to the site as and when we need to.
Is the e-commerce arm of your business growing? It is definitely growing. I’ve started getting enquiries from potential customers in Bristol (I’m based in Cardiff) and I think that’s down to them coming across the store online. The ease of browsing online and social media has hopefully had an impact on business. I have a board up in-store with my social-media links on, so customers can see the information while they are browsing. I also have business cards with the information on, too. What percentage of your business do you envisage will be done online compared to in-store over the next few years? At the moment, it is a small percentage. And while I am actively marketing my store online, I don’t want it to take off massively as I like the customer experience. How important is your transactional website during the peak Back To School selling period? Last year it was very busy, and I think it was partly due to changes I made to the website – last year was the first year customers could set up a payment plan online. I have always provided my customers with that option, but taking it online opened up my store to more customers. This year, I’ve had lots of orders and reservations using the online service. Our delivery and payment options are also flexible. We can deliver to home or school and deliver for free within the area. Do parents expect to buy school uniform online as well as in-store nowadays? I think so. There is more choice and availability online. If you want a specific colour or embroidery service, the variety online is vast. It’s the way of the world now. When people get home from a long day, the internet is there and they can browse without leaving the house. However, I still find I get a lot from my repeat customers – they generally know what they want and the sizes they need.
Is the e-commerce arm of your business growing? As we are not on social media sites, we try to focus on updating the website as often as possible. We don’t have a dedicated person working on the website, or on the marketing side of things, so we just contribute time to the site when we need to. We don’t have as much time as we would like to focus on the online side of the business because we are a small shop and a small team, but we do make sure to advertise any offers on the website and that drives sales towards the store and online. What percentage of your business do you envisage will be done online compared to in-store over the next few years? I think the majority of our trade will remain in-store. Our customers like the hands-on approach – they like to try things on, get the size right and feel it in their hands – and you don’t get that online. Also, I think that people don’t always know what they need. Our online service cuts the queues down – which can be a good thing during the Back To School period because it gets very busy – but I still think the majority of people like to come to the shop. How important is your transactional website during the peak Back To School selling period? It is important because the website is the first landing point for most customers. They can check out any news and information about the store online, and have the option to purchase on there if they want to avoid the queues at the shop, too. Do parents expect to be able to buy school uniform online as well as in-store nowadays? Yes, there is definitely an expectation.
June/July 2014 - 56
CASE STUDIES | WWW.CWB-ONLINE.CO.UK
How long have you had your transactional website? Since April 2012. What level of investment did you make? I went to a very good local IT expert and discussed my requirements. The building of the site cost me around £2,500. Apart from the financial cost, I invested a huge amount of my time taking the photos – or requesting photos from my suppliers – writing product copy and categorising each product. This process took a couple of months to complete; there was quite a bit of time spent working with the IT expert and my online payment provider, too. Is the e-commerce arm of your business growing? Yes, certainly. Initially I was naive and expected overnight success. It doesn’t work like that. You have to continually push forward, get your name out there and invest time in getting to know your market and the internet. I use Twitter a lot and would encourage any independent to use it as a tool to grow their business. There are some great local networking groups on Twitter that support small businesses and, if you use them, it helps to get your Google ranking up. The higher your ranking, the more chance you have of internet users seeing your website. I also use Facebook. It’s linked to my Twitter account so any photos I post or comments I make go to both my Twitter and Facebook feeds. This is the future and we need to embrace it. What percentage of your business do you envisage will be done online compared to in-store over the next few years? There is no getting away from it. Many shoppers still like to see and feel a product before they buy. My business head tells me that the future will see more business done online than walking through the shop door, so I would say 65 per cent internet and 35 per cent walk-in. The reasons for this are shortage of time for parents, inadequate parking and the general demise of the high street. As the price of rent continues to increase, why wouldn’t we grow our internet businesses and leave the high street behind? Personally, I enjoy talking to my customers and get a large number ringing or emailing me for advice on sizes and so on. I encourage them to look at my website, order via the site and have the item delivered to their home or the store. They appreciate the service; service is everything. How important is your transactional website during the peak Back To School selling period? It is the busiest time for any school uniform business, and my website increases the number of satisfied customers. I like my customers to be delighted with the service they’ve received, whether it’s via the internet or in-store. I can also take orders and payments over the phone. I find this option is popular with some of the local parents. Back To School is a pretty scary time for parents, children and retailers. The more you have to offer parents by way of obtaining uniform, the better. If those ways are seamless and stress-free, they keep coming back year after year – and they tell their friends, too! Do parents expect to also be able to buy school uniform online as well as in-store nowadays? Most of my walk-in customers are surprised when I tell them I have an online shop. I think it’s important for the future to keep reminding them that I do. Also, you can display an awful lot more products online than you can in a small shop, so it improves your chance of a sale. Currently, I don’t think parents or schools expect you to have an online offering, but why wouldn’t you? If you have the stock, why not show it to millions of people rather than the selected ones who visit your shop?
How long have you had your transactional website? We’ve had the new site for just over a year. Before that, we had a basic site for around five years. What level of investment did you make? I haven’t made any investment to the site – someone I know set it up for me. Is the e-commerce arm of your business growing? It’s constantly growing. In terms of driving the growth, we have a newsletter that goes out to our customers via email. We also send emails offering discounts in the summer. What percentage of your business do you envisage will be done online, compared to in-store, over the next few years? I’m not sure in terms of percentage, although it is increasing every year. We find that there are lots more people buying and browsing online now. How important is your transactional website during the peak Back To School selling period? It is very important. We usually have queues out the door during Back To School, so our online service comes in useful around this time. Our customers can reserve products online and have them delivered to the store. We have a separate queue for people collecting ordered items, so that helps a lot in the busy periods. Do parents expect to also be able to buy school uniform online as well as in-store nowadays? Yes, there is definitely an expectation there. The retail industry has changed since we first started the business. When we started out, the idea of having a transactional website was unheard of. In a short space of time the retail industry, and the way our customers buy our products, has changed.
June/July 2014 - 57
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A: ABC123Me 020 7373 9792 www.abc123me.com • Aden + Anais 020 7801 6279 www.adenandanais.co.uk • AliOli Kids 020 3286 1451 www.aliolikids.com • Anny Who www.annywho.de B: Babine 0034 954828159 www.babinebebe.es • Bejaks 07856 90999 www.bejaks.com • Billybandit 020 8964 8605 www.groupecwf.com • Bogs 0131 317 0200 • Brand Stable www.brand-stable.com C: Chlo Chlo 07730 668167 www.chlochlo.co.uk • Churchill 01782 577566 www.churchillchina.biz • ColourMe Wellies 07946 248389 www.elrhey.com D: Dainty Dizzy 07815 146313 www.daintydizzy.co.uk • David Luke 0161 272 7474 www.davidluke.com • Dot 0035 1912345251 www.dot-baby.co.uk E: Early Days 0116 271 6944 www.earlydays.ltd.uk • Eggnogg 0117 927 7747 www.eggnogg.co.uk • Elizabeth Hurley Beach 020 7795 1390 www.elizabethhurley.com • Epicurean 01590 689161 www.epicureaneurope.co.uk F: Frugi 01326 572828 www.welovefrugi.com G: Gnu Brand (Lemon Loves Lime & Lemon Loves Layette) 0016 302607885, www.lemonloveslime.com • Green Pioneer 01380 859600 www.greenpioneer.co.uk H: Hatley 0015 142728444 www.hatleynature.com • Holly & Beau 01328 830820 www.hollyandbeau.com I: I Love Gorgeous 01748 822055 www.ilovegorgeous.co.uk J: JimJamz 01827 881466 www.jimjamz-gifts.co.uk K: Karen Brost London 07739 580932 www.karenbrostlondon.com L: La Loi 020 7275 9533 www.laloi.co.uk • La Marelle 0161 900 2409 www.charvinjames.co.uk • La Pitchoune 07854 007887 www.lapitchoune.com • Lazy Francis 07525 936058 www.lazyfrancis.com • Le Queue du Chat 01832 776588 www.laqueueduchat.com • Lilly + Sid 07789 397092 www.lillyandsid.com • Littlechook 07710 168935 www.littlechook.co.uk • Little Name www.littlenamedesign.com • Lola Myer 07748 117977 www.lolamyer.com • Long Wave Apparel 020 7622 5532 www.longwaveapparel.co.uk • Love Henry 0061 0428336894 www.lovehenry.com • Lucas Frank 0870 050 2580 www.lucasfrank.com • Lucky Industry 0081 585453131 www.lucky-baby.co.jp • Lucy Peach Slice 07798 771739 www.lucypeachslice.com • Luluzulu 01890 771298 www.luluzulu.co.uk M: MerryGoRoundUk 01295 810008 www.merrygorounduk.co.uk • Milk and Biscuits 0086 15901660226 www.milkandbiscuits.com • Minimondos www.minimondos.com • Molo 07718 987756 www.molo-kids.com N: Nature Zoo 0045 29723829 www.naturezoo.dk • Nogaravin 0048 502948159 www.nogaravin.com • No Sweet www.rhubarbrepublik.com O: Oil & Water 0012 036561970 www.oilandwater.com P: Pigeon 01865 379230 www.pigeonorganics.com • Pink Lining / PL Child 020 7034 0035 www.pinklining.com • Pipi Rabbit 0035 8505016198 www.pipirabbit.com • Pippo 0191 246 1474 www.pippofootwear.com • Pixie Toes www.pixietoeshoes.com • Platypus Australia 0061 414294141 www.platypusaustralia.com • Plumeti Rain 0034 658113646 www.plumetirain.com • Ponytail 0049 815222768551 www.ponytailshop.net Q: Question Everything 07815 145459 www.questioneverything.com R: Rachel Riley, 020 7935 7007, www.rachelriley.co.uk • Red Urchin 07952 344807 www.redurchin.co.uk • Rockahula Kids 07855 755082 www.rockahulakids.com • Rockley Cove 07970 707918 www.rockleycove.co.uk • RoRo 0035 46638585 www.rorocare.com • Rowlinson Knitwear 0161 477 7791 www.rowlinson-knitwear.com S: Sarah Elwick Knitwear 07779 173388 www.sarahelwick.com • Shea Mooti 020 7754 5440 www.sheamooti.com • Silks 07767 745079 www.silkslondon.com • Skip Hop 01293 774924 www.maguari.com • Splash About 01647 440570 www.splashabout.com • Star51 07532 033253 • Starchild 01530 264254 www.starchildshoes.co.uk • Sture & Lisa 01832 776588 www.stureolisa.se • Stylesight 020 7613 6280 www.stylesight.com • Sunuva 020 7286 3939 www.sunuva.com T: Tails and Tales www.tailsandtales.co,uk • The Bright Company 07795 854862 www.thebrightcompanyonline.com • Tiny She www.tinyshe.com • Toby Tiger 01903 766777 www.tobytiger.com V: Velveteen www.velveteenclothing.com • Villervalla 07725 038789 www.impkids.co.uk W: Wedoble 0035 1253480200 www.wedoble.com Z: Zippysuit 01625 540249 www.zippysuit.com
June/July 2014 - 59
DIRECTORY | WWW.CWB-ONLINE.CO.UK
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ď€Ąď€œď€šď€˜ď€&#x;ď€€ď€¤ď€˘ď€Ľď€Ľď€€ď€”ď€šď€˜ď€Ąď€–ď€œď€˜ď€Ľ 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 Manufacturers’ and Distributors’ 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 children’s brands with a playful attitude and sharp attention to detail. Offers very good and transparent service.
ď€•ď€¤ď€˜ď€œď€Śď€˜ď€Ąď€Ľď€Śď€˜ď€œď€Ąď€€ď€”ď€šď€˜ď€Ąď€–ď€œď€˜ď€Ľ 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 CHILDREN’S WEAR An agency representing classic, stylish and contemporary Danish children’s clothing and shoe brands. Plus the best baby shoes from New Zealand.
MIDLANDS
ď€¨ď€”ď€Ąď€›ď€§ď€œď€Źď€˜ď€Ąď€€ď€”ď€šď€˜ď€Ąď€–ď€œď€˜ď€Ľ 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€¤ď€˘ď€–ď€–ď€”ď€Łď€œď€Ąď€” 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, BABINÉ BB, STURE&LISA, LEMON LOVES LIME, LOLLIPOP TWIRL, LEMON LOVES LAYETTE, GNU BRAND Agency representing high quality International brands offering classic, colourful and chic collections for ages 0-14 years. Covering the whole of the UK.
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June/July 2014 - 61
TALKING POINT | WWW.CWB-ONLINE.CO.UK
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Laura Turner: What’s the story behind Brand Stable? Daniele Sismondi: After 10 years working in wholesale as an employee for a number of companies such as GFT (Valentino, Armani, Calvin Klein), Miroglio (Caractere), CWF (Burberry, Kenzo, Chloe kids) and Miss Sixty (launching its kidswear range in the UK) in 2010, I decided to start my own company and leverage all the experience and contacts I had gained. What inspired me was my determination and ability to build long-lasting and trust-based relationships with my clients, whom I have always seen as business partners rather than merely customers, and my vision to work for a common goal, which is bringing fashion and beauty to as many people as possible. LT: What attributes did you draw on to successfully launch your own business? DS: I always had an innate sense for fashion and luxury, which I fostered with business studies. The combination of both allowed me to be what I am today. I started as a sales assistant in Harrods and from there I moved into wholesale – showroom salesperson – for a number of firms until I started my own business. LT: How has Brand Stable developed since its launch in 2010? DS: Brand Stable started from previously established trust and strong bonds with my clients. It has grown and developed in such a way that it has allowed me to go after new brands and expand my offer further. LT: You specialise in luxury children’s fashion – which brands do you currently represent? DS: I represent a number of high-end, well-established brands such as Fendi, Simonetta, Trussardi, Liu Jo, Zadig & Voltaire and Guess, as well as new and emerging labels such as Jessie and James, Pale Cloud, Aglini Shirts, Le Voliere and St Barths. LT: Have you made any changes to your brand mix since launch? DS: I started working with well-established labels until my business was steady enough to allow me to take on new, emerging brands that I strongly believed in, and which I have since launched to the UK market.
LT: What services does Brand Stable offer? DS: I offer true partnership with my clients, in that they see me as an advisor, a consultant, a business partner and, in many cases, a friend. As well as selling the collections, I also provide my customers with visual merchandising support, buying and order placement on their behalf, personal look books, stock swaps and continued support throughout the selling seasons. At the other end, I also help my suppliers and manufacturers with product range review and UK-specific advice on product range development and production planning. LT: What ingredients does a brand need to have to stand out from the crowd for you? DS: Generally, I believe in brands that have a unique and distinctive style, are manufactured to high-quality standards and have potential to become a household name in my market. I truly admire and believe in all the labels I represent, otherwise I would not represent them. But beyond those, there is a brand that I discovered and fell in love with months ago in New York. It really stood out to me for its signature colour (pale pink), use of prints and communication strategy, which is more aligned to the ones of menswear and womenswear rather than childrenswear. Unlike many other kidswear labels, this company develops and produces its creative campaign ahead of the selling season so buyers are advantaged in the overall process. This helps clients visualise the product in a real-life setting and according to the styling promoted by the designer. I researched the brand only to find out that, unfortunately, it was already represented by another agent in the UK. However, to my surprise, the label contacted me a few weeks after and I am now proud to have this brand as part of my portfolio. LT: What are your views on the UK childrenswear industry overall? DS: The UK childrenswear market has seen the closure of too many independents versus the number of new openings. Sales, especially for the brands I represent, are currently driven by a strong demand from foreign consumers who only shop in big cities such as London or Manchester – or online. Retailers who don’t target these aforementioned customers will have to instead adapt their brand offering to a local clientele, which is less affluent and more cost-conscious.
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LT: What plans are in the pipeline for Brand Stable? DS: I am planning to represent a range of brands that fall under the mid-price category in order to help local businesses throughout the UK. June/July 2014 - 62