CWB MAGAZINE JANUARY/FEBRUARY ISSUE 92 by fashion buyers Ltd

A FRESH LOOK AT KIDS’ FASHION, FOOTWEAR AND LIFESTYLE PRODUCTS

Incorporating

SCHOOLWEAR BUYER:

WHITEOUT Showcase of a/w 15 collections BUBBLE LONDON Exclusive preview of the February 2015 event MEET THE MOB Bonnie Baby rebrands

www.cwb-online.co.uk January/February 2015 Issue 92 £9.95

CONTENTS | WWW.CWB-ONLINE.CO.UK

CONT ENTS:

46 28

REGULARS

FEATURES

SCHOOLWEAR

05: Comment

24: The story behind the story Designers uncover the inspiration behind their a/w 15 collections

63: News

06: News 08: NCWA 14: Open for business Legal and business advice plus industry opinion 16: Retail Therapy Store profiles and retail news 20: Brands to Watch Editor’s pick of brands 30: Style guide Child-friendly beauty buys 31: Laura loves The coolest products for kids 70: Talking point: Imogen Thomas

28: Meet the mob The story behind The Bonnie Mob, the rebranded face of British childrenswear label Bonnie Baby

64: Vision 2015 Members of the schoolwear sector reveal their New Year’s resolutions for business

32: Bubble London Exclusive preview of the February 2015 show 46: Whiteout Seasonal photo shoot showcasing a/w 15 childrenswear design 56: Mini Moda Previewing the latest children’s footwear collections showing at Moda Footwear a/w 15

Front cover: Hey Joe 07773 522012 www.heyjoeclothing.com JANUARY/FEBRUARY 2015 - 03

Photography: Sonya Hurtado, sonyahurtado.co.uk

A great mix of childrenâ&#x20AC;&#x2122;s products A unique buying experience

1 & 2 February 12 & 13 July 2015 Business Design Centre, London

COM MENT: I am lucky enough to have had a sneak peek, pre-trade exhibitions, at a number of the a/w collections set to be unveiled this season and, let me tell you, you’re in for a treat.

The snippets I have seen of the autumn/ winter 2015 childrenswear collections coming through this season are exceptionally strong. There seems to be an abundance of new launches, too, which I cannot wait to see more of in the flesh. Some examples of these findings can be seen this issue in our seasonal photo shoot, Whiteout, on page 46 and in our exclusive Bubble London preview starting on page 32. For those of you who have ever wondered where the seemingly endless supply of inspiration comes from for these collections, check out The Story Behind the Story on page 24, where we enter the minds of some key childrenswear designers to discover their inspiration for a/w 15. Talking of delving deeper into this season’s collections, Bubble is launching a new, interactive addition to its seminar programme at next month’s show, which is designed to do just that. Entitled Perfect Pitch, the initiative comprises a session – held on both the Sunday and Monday of the show – where emerging Bubble designers will be given the opportunity to present their collections directly to retailers during a fiveminute pitch. During the pitch, the exhibitors will introduce their products, share their story and unveil their plans for the future. Buyers, meanwhile, have the opportunity to come face-to-face with Bubble’s best emerging talent, learn more about the products and forge relationships with said designers. An opportunity not to be missed. In keeping with all that is new, this season you will see the rebranded face of Bonnie Baby, now known as The Bonnie Mob. We speak to the brand’s founder and designer, Tracey

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 Senior sales manager Sharon Le Goff sharon@ras-publishing.com Sales executive Fiona Warburton fiona.warburton@ras-publishing.com Subscriptions Laura Martindale laura.martindale@ite-exhibitions.com Head of childrenswear Lindsay Hoyes lindsay@ras-publishing.com Editorial 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© 2015 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

Samuel, to learn more about the brand’s new look and the plans in place for the next leg of the company’s journey on page 28. To complete the fashion collections, we also have highlights of the latest in childrenswear footwear offerings set to be showcased at Mini Moda in February, in our Moda Footwear preview on page 56. Finally, while some of us will have made New Year’s resolutions this year to lose a bit of weight, or nail a bad habit, in schoolwear we have asked members of the industry to reveal the resolutions they have made for their businesses in 2015. Whether you believe in the making of New Year’s resolutions or not, it can only be a positive thing to have goals in place when it comes to your business, as the individuals we spoke to revealed. As we sign off this issue and prepare to embark on another buying season, I’d like to take the opportunity to wish you good luck, and a happy and prosperous 2015. 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.

JANUARY/FEBRUARY 2015 - 05

NEWS | WWW.CWB-ONLINE.CO.UK

CWB NEWS: NEW HQ FOR KITE

BABYSHOP ACQUIRES ALEX AND ALEXA

Planet-friendly children’s clothing brand Kite has relocated to a new head office and warehouse space in Branksome, Poole. Triggered by rapid growth over recent years, Kite has invested in premises offering the latest warehousing infrastructure to safeguard customer service levels as the business continues to grow. “We are delighted to be welcoming additional staff to the Kite team and helping grow the local economy in Dorset,” says Kite director Roger Hakes. Kite offers clothing for children aged 0-11 years, all of which is made from either organic cotton or recycled plastic bottles. —

Nordic children’s e-commerce retailer BabyShop has acquired luxury kids’ retail destination Alex and Alexa. With a combined annual turnover of £40m, and two million monthly visitors, together the e-commerce retailers form The Luxury Kids Group, comprising ecommerce brand Alex and Alexa, based in London, and BabyShop, based in Sweden. Both brands will continue to trade separately, with a warehouse in London for Alex and Alexa and a warehouse in Stockholm, Sweden, for BabyShop. “This is an amazing opportunity to develop two strong global brands,” says Magnus Fredin, CEO of The Luxury Kids Group. “I see significant opportunities for international development, as well as investing in our people, processes and supplier partnerships. We aim to be design-led, stylish and innovative, but also customer focused.” —

KATHARINE HAMNETT TEAMS WITH KIDS COMPANY Katharine Hamnett has launched a collection of T-shirts for children and adults in support of children’s charity Kids Company. Proceeds from the T-shirts will help support the charity, which reaches 36,000, and intensively supports 18,000, children across London and Bristol who are not being cared for adequately. The T-shirts feature slogans chosen to depict the key messages of Kids Company, with the children’s styles available in two colourways – pink with a “genius” slogan, designed to send the message that we are all born with the potential to be geniuses; and a blue, with a “peace” slogan to highlight domestic violence. The T-shirts are available at www.katharinehamnett.com. Children’s styles are priced at £18, with £3 from every sale going to Kids Company. —

PERFECT PITCH TAKES CENTRE STAGE AT BUBBLE

LYLE AND SCOTT JUNIOR Established since 1874, contemporary men’s fashion brand Lyle & Scott has launched a boyswear collection for s/s 15. Marking the iconic British label’s first foray into childrenswear, the new range is in partnership with childrenswear specialist Flyers Group, which designs, manufactures and sells branded clothing, and whose portfolio includes Firetrap, Ben Sherman, Sugar Pink and Feu Follet. Following the DNA of Lyle & Scott’s men’s vintage collection, the junior range features directional pieces, which are built into a range of over 70 options, covering ages 2-15 years in smart and casual clothing. The junior collection is available to view at Flyers Group’s global showrooms. —

Bubble London a/w 15 will see the launch of Perfect Pitch – a new, interactive addition to the event’s seminar programme. With sessions held on both Sunday 1 and Monday 2 February 2015, Perfect Pitch will allow emerging designers to present directly to retailers during a five-minute pitch. During this time, they will introduce their products, share their story and unveil plans. “We decided to launch Perfect Pitch after seeing how much new designers valued the chance to engage directly with retailers and receive one-to-one feedback,” says Bubble event director Lindsay Hoyes. “We showcase a host of emerging designers at Bubble each season, and are looking forward to giving buyers a unique opportunity to meet them and discover the story behind their collections.” Perfect Pitch is inspired by the success of Bubble’s Rising Star Competition, an award that serves as a platform for promising launch brands. Taking place on the first day of the show, this season’s panel of expert judges will visit the 10 Rising Star finalists’ stands – they being Oh… My!, Lola Myer, La Pitchoune, Tweedy Gromett, Holly Hastie, Jam, Jump Junior, Magnus and Mouse, Panda and the Sparrow and Storkwerk – to learn more about the companies before settling on a winner to be announced at the show. —

NEW BRITISH-MADE BABY ACCESSORIES Fabric 41 is a new brand of contemporary dribble bibs for 0-3 years targeted at parents who want to accessorise their children in products designed and produced in England. Launched by sisters Amy and Katy Kingston – Amy a doctor and mother of two, and Katy, a specialist in textiles – the duo has created a brand that meets demand for high-quality design and materials while also being practical and fun, with a choice of over 60 unique prints available. Plans for Fabric 41 are to expand the collection. A range of cotton bags, muslins and homeware, as well as further bib designs, are currently in development. —

JANUARY/FEBRUARY 2015 - 06

NEWS | WWW.CWB-ONLINE.CO.UK

CRAGHOPPERS’ ANNIVERSARY KIDS’ COLLECTION

MOCCIS BOOSTS BRANDING Moccis, which offers luxury hand-sewn moccasins for children and adults, has this season launched refreshed branding complete with a new logo and packaging designed to reflect premium quality and service. Brand recognition has also been boosted amid A-list customers since Moccis was included in the MTV Music Awards’ official gift bag for the second year running, with celebrities such as Pharrell Williams, Rihanna, One Direction and Justin Bieber receiving its shoes. Product-wise, the brand is developing with the launch of a new Classic Collection for a/w 15, which provides plain moccasins designed to appeal to a more “traditional audience”. Moccis are ethically produced in Sweden using machine-washable leather and feature non-slip soles, an invisible support strap and hand-sewn stitching. —

Outdoor clothing brand Craghoppers celebrates 50 years in business this year, a milestone marked by an a/w 15 kids’ collection that reflects the brand’s heritage, experience and knowledge. Split into boys’, girls’ and unisex ranges, the kids’ collection provides outdoor apparel using robust and lightweight technical fabrics that are waterproof, wind-proof, insulating, stretchy for freedom of movement and sun-protective. The clothing also incorporates the brand’s exclusive permanent insect-repellent technology, NosiLife, which helps protect children from insect bites. As well as fresh designs and colours, clothing in the new collection also bears safety features such as reflective piping for higher visibility. —

BELLE & BOO BEDDING Children’s gift and lifestyle brand Belle & Boo has developed a new range of children’s bedding, which will launch nationwide from February. The brand has partnered with licensing business Character World to produce a premium 100 per cent cotton single duvet and pillow case. Designed with kids in mind, the bedding is made from quality cotton, with 180 thread count for comfort. Capturing Belle & Boo’s nostalgic charm, the duvet set is printed with an image of the brand’s characters Belle and her bunny friend Boo, playing with a dandelion and butterflies. —

NEW CFO FOR MOTHERCARE Mothercare, the global retailer for parents and young children, has appointed Richard Smothers as chief financial officer and executive director as of March 2015. Smothers is currently director of Group Finance at Rexam, a position he has held since 2011. Prior to this role, he spent 14 years at Tesco in a number of senior finance roles, including finance director (Asia), CFO Tesco Lotus (in Thailand) and finance director for UK Operations, having previously held various positions at Cargill. Smothers is also a member of the Finance Committee, University College London. Matt Smith, the former chief financial officer at Mothercare, left the company this month. —

NEWS IN BRIEF

DIMITY BOURKE LAYS GROUND FOR GROWTH Australian girlswear brand Dimity Bourke is paving the way for national and international growth with the appointment of Orly Weinberger of EMZ Collections to represent the brand in the UK, as well as employing additional agents in the USA and Australia. Dimity Bourke’s increased representation reflects its growing collection, which this season sees the beginnings of homeware and accessories ranges including tote bags for mums and back packs for girls, all produced in the brand’s exclusive prints for the season. Also new for a/w 15 is the introduction of hand-crafted leather shoes complete with suede linings and trims such as faux-fur removable straps. —

— Leading American babywear brand Goumi Kids is targeting independent retailers in the UK as it seeks to replicate growth in its home market, here in the UK. Offering high-end, co-ordinated hats, mitts, booties and gift sets, all of the brand’s products are packaged to make them gift-ready. Available to UK retailers from mid-January.

LAZY FRANCIS EXPANDS COLLECTION Premium Latvian childrenswear label Lazy Francis is rolling out a number of key developments for its a/w 15 collection. Highlights include the introduction of a boyswear line, which joins the brand’s mainline girlswear collection and limited-edition adult line for mums. Catering for 1-17 years, the boyswear debut includes shirts and suits as well as items for a more relaxed look. Additionally, following the successful a/w 14 launch of mother-anddaughter matching sets, the brand is expanding the range this season to include teen sizes for 14-17 year olds. —

— The British Independent Retailers Association (Bira) has confirmed that its next Retail Study Tour will take place in Ireland. Following the success of previous tours in Scotland and the USA, the Bira 2015 Retail Study Tour will run from 11-16 October, beginning in Northern Ireland and travelling down through Dublin and Cork.

— Click & Collect has overtaken home delivery for the first time at John Lewis, indicating consumers are opting to take control of receiving their own parcels. New figures revealed this Christmas period saw 56 per cent of online orders at the department store delivered to stores for customers to collect at their own convenience. Overall, John Lewis sales surged to £777m during the five weeks from 27 December, up 5.8 per cent on the same period last year. JANUARY/FEBRUARY 2015 - 07

NCWA NEWS | WWW.CWB-ONLINE.CO.UK

NCWA NEWS: The latest news from the National Childrenswear Association EXECUTIVE DIRECTOR’S COMMENT: According to recent press coverage, the three largest parties within Westminster have moved into pre General Election mode, with increasing time devoted to Manifesto preparation and the like, rather than to the affairs of government and opposition. Whatever the truth of this and whatever one’s views may be on fixed-term Parliaments, the fact that the country will be going to the polls in May is bound to have an effect on government policy over the next few months. In addition, any announcements may be of short-lived duration which, depending on the policy, will be welcome or not. The Low Pay Commission is due to report in February, giving its recommendation on the National Minimum Wage (NMW) to be introduced from October 2015. NCWA has made its views known to the UK Fashion & Textile Association, which in turn has put in its submission to the LPC. While we may all have sympathy with those who are paid the NMW, until there is real price inflation, until there is real recovery in our export markets, until the economic recovery benefits everyone, there is no way our sector can afford a disproportionate increase, particularly one engineered, or one opposed, because of party political ambitions. Lost in the national coverage of the Chancellor of the Exchequer’s announcement of a review into business rates were the short-term measures that will apply from April 2015. There is to be a two per cent cap on the annual increase in business rates, replacing the 2.3 per cent cap that Mr Osborne had previously introduced. Further, shops, cafés, bars and restaurants with a rateable value of £50,000 or less will receive a £1,500 discount on their business rates (a £500 increase on the £1,000 discount introduced in the Autumn Statement in 2013). The review into business rates is, of course, welcome. Retailers and retail organisations large and small, including NCWA, have long advocated action to help keep our high streets vibrant and deal with the anomalous advantage enjoyed by large online businesses. Manufacturers and suppliers, too, will welcome the review, although there will be concern at what change may be proposed (will any Chancellor wish to reduce the revenue gained through business rates – forecast to be £27.1bn in this financial year?) and at the timetable. On the bright side, however, Bubble – taking place on 1-2 February – promises to be an exceptional show, offering a mix of regular, new and returning exhibitors. With the UK economy much stronger than those in the rest of Europe, we are faced with a “double whammy”, with many overseas suppliers trying to make inroads into the UK market. One could argue that this keeps UK suppliers on their toes, as they have to ensure their designs and supply record are up to scratch. For retailers, the availability of such a wide range of different brands allows them to offer something new to their customers while still allowing them to visit their existing suppliers. The networking at a show is so important for everyone in the childrenswear industry, so do make the effort to visit the Business Design Centre, Islington, London N1. NCWA will have its usual stand in the Gallery, and Michelle Payne and I look forward to seeing as many members and potential new members as possible. We have announced a new deal with UShoot Studios (based at the BDC), so if you want to learn more and benefit from the 20 per cent discount available, do visit us, or contact us beforehand. NCWA is based at 3 Queen Square, London WC1N 3AR, tel: 020 7843 9488, fax: 020 7843 9478, e-mail: info@ncwa.co.uk.

CHRISTENINGS & OCCASIONS Since establishing Christenings & Occasions in 2008, owner Karen Davis has gradually grown the business to stock a range of premium brands. The online retailer’s forte lies in formal clothing, stocking key brands such as Millie Grace, Angels and Fishes and Early Days. More recently, the online store has become the official stockist of Sarah Louise and Pretty Originals. This year, the business plans to increase its wedding and special occasionwear sections, and to stock the Little Darlings christening collection. www.christeningsandoccasions.co.uk

CHILDRENSALON Long-established British heritage brand and retailer Childrensalon produces sales figures to compete with and, in some instances, outperform other industry giants. From prestigious designer makes to small, up-and-coming labels, the list of labels on offer totals over 270. However, it’s the retailer’s ability to embrace e-commerce that’s enabled it to stay one step ahead. Where other traditional independents have failed, Childrensalon has gained a strong online presence without compromising any of its core values. Currently the retailer is developing a mobile website to provide an enhanced customer shopping experience. www.childrensalon.com

Elizabeth P Fox 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

Make your voice heard

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 JILLIAN PETRIE Young Trend Retailer MARK BARNETT Barnett Agencies Agent President: KEN SCATES Marketing 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. JANUARY/FEBRUARY 2015 - 08

NCWA NEWS | WWW.CWB-ONLINE.CO.UK

PIGEON LAUNCHES DAYWEAR

LATEST VIDEO RELEASES FROM NCWA

Oxfordshire organic brand Pigeon is adding to its core offer of baby rompers with a collection of daywear for babies and kids up to five years old. Beginning with a limited selection introduced for s/s 15, followed by a comprehensive a/w 15 range, the daywear will be showcased for the first time at Bubble London next month. Designs include a sleeveless playsuit and short-sleeve tunic and pants for s/s and a pinafore dress in baby cord, long sleeve woven dress with a Peter Pan collar, a long sleeve top and pants in woven twill, a long sleeve jersey dress, an A-line gathered cord skirt and baggy pull-on trousers in printed cotton for a/w. Unisex lines also feature, including a quilted jacket in baby cord and a collarless gingham shirt, together with a complementary selection of knitwear. “We’re delighted to be extending our range in this way and to bring the same contemporary, classic feel to the new daywear styles,” says Jane Shepherd, the director at Pigeon. “We’ve maintained our commitment to organic and fairly traded products, which will always be at the heart of what we do.” —

NCWA has released two new videos, which form part of its industry training series for members. Produced by NCWA, and presented by the Association’s vice president and childrenswear expert Jackie Cook, the latest additions focus on exhibitions. For buyers and retailers, “How to walk a trade show” offers guidelines to get the most out of a trade show visit; from how to buy into a range, best spend budget, through to gaining optimum information from suppliers and agents. For suppliers, “How to exhibit at a trade show” offers advice from established brands which, well-experienced in exhibiting, offer best practice tips on how to get the most out of a selling season – prior, during and following a trade show. NCWA training videos are available to view in the Members’ section of the NCWA website. —

ONE OF A KIND BRITISH BRAND Hertfordshire NCWA-accredited agent Finest For Baby, which represents brands in baby and children’s merchandise, has added Not Before Tea to its portfolio. British children’s brand Not Before Tea is the creation of 10-year-old Henry Patterson and is based on a book written by the young entrepreneur. The illustrated collection, which is made in England, features characters from Patterson’s book including Pip the Mouse, Sherb the Owl and Billy the Cat. Highlights from the collection include wash bags made in Birmingham, cards printed in Tunbridge Wells and illustrative prints that are printed and framed in Kent. —

NEWS IN BRIEF

HOF BUYS INTO STAR51 The first collection from new British childrenswear brand Star51 is making its debut online at House of Fraser. The department store has bought into Star51’s ethos of producing “age-appropriate garments, which aim to reintroduce purity to young fashion”, and will be launching the s/s 15 collection at www. houseoffraser.com in March. Star51 takes inspiration from elegant styles of the 50s vintage era, offering colourful and classic silhouettes produced in cotton and featuring retro prints and fine detail. As part of its philosophy to protect the innocence of childhood, the brand donates a percentage of its profits to children’s charity Kids Company. —

MITTY JAMES LAUNCHES 2015 COLLECTION British beach and swimwear brand Mitty James’ 2015 collection includes new towelling tops, swim styles and fresh colours and prints. Available for boys and girls aged 0-12 years, highlights include an expansion of the popular nautical theme, new floral designs, a native print and new Hawaiian theme design. The boys’ range has been updated with a sporty black and orange story and the brand’s bestselling towelling tops include new designs. Key new styles, meanwhile, include a striped jersey nautical jumpsuit, cotton chambray sundress, a child’s and babies’ cotton kaftan, a skirted nautical swimsuit and long-sleeve sporty rash vest. All hats now available in “extra small”. —

Roccapina Agency has been appointed as the UK agent for the luxury Spanish label Bebes Chic. The brand, which was founded in 2011, initially focused on personalised pram and pushchair covers. However, customer demand for its fine materials, detailing and design led to the development of the range to include childrenswear in 2013. The brand’s UK launch will be at Bubble London next month.

NEW RETRO KIDSWEAR LABEL St Bert’s is a new UK brand of casual childrenswear designed with both comfort and style in mind. Catering for 3-10 years, it offers soft jersey sweatpants, hoodies and sweatshirts in unisex cuts and a range of vintage-inspired colours complemented by long sleeve retro print T-shirts and pyjamas. Brand founders and husband-and-wife team Sarah and Ben Godwin developed the brand when they were unable to find relaxed, quality clothing for their own three children. “It has been so much fun working together on making St Bert’s everything we dreamed it could be,” says Sarah Goodwin. “It’s been a true family affair – the kids have had strong opinions on styles and colours.” —

Specialist babywear brand Tamiko has expanded its age range up to two years for customers whose babies have outgrown its premature and newborn sizes. In line with the increase in age range, Tamiko is 100 per cent organic and popper fastenings are lead-free to ensure a “toxic-free” collection.

NCWA will be in attendance at next month’s edition of Bubble London on 1-2 February at the Business Design Centre, Islington. The Association will have a stand in the Gallery area, where Council members will be on hand to speak to members and potential new members.

JANUARY/FEBRUARY 2015 - 09

BUSINESS | WWW.CWB-ONLINE.CO.UK

Open for BUSINESS Bringing you straight-talking legal and business advice. STEPHEN SIDKIN

TARA DAYNES

Partner, Fox Williams LLP

Freelance human resources consultant fully qualified in HR and employment law, and a training specialist with 20 years’ experience.

www.fashionlaw.co.uk www.agentlaw.co.uk

THE IMPORTANCE OF LOGISTICS – HOW ONLINE CAN GO OFFLINE SO EASILY The focus of every brand owner is how to drive sales. In turn this means increasing the prominence of the brand in its chosen market and determining the best channels to market. Brand owners will invest varying amounts in brand protection. This can range from a decision only to use an unregistered trade mark through to seeking registration of the brand as a trade mark and of key features used in the conjunction with the brand throughout the world. In essence, these and other issues are all part and parcel of the decisions taken by brand owners to ensure the integrity of their labels. However, brand owners are less inclined to think about preserving brand integrity when it comes to dealing with online channel returns. It is often regarded by the industry as the equivalent of the back end of the pantomime horse and, as such, not of great value. But whether or not the brand itself handles returns or outsources the function to a third party facilitator, the way in which returns are handled can impact on the brand. What then should a brand that uses a third-party returns facilitator be looking to include in its agreement? First and foremost is the need to liaise with customers in connection with the physical delivery of returns to the facilitator’s warehouses. This is also likely to necessitate liaising with delivery, postal and courier companies in connection with returns. But customers may also have queries not relating to the physical delivery of returns. These needed to be forwarded promptly to the brand owner. The facilitator should be required by its agreement with the brand owner to keep accurate and up-to-date books and records of all returns received, the location of each return when stored in the facilitator’s warehouses, and the destination of each return when it leaves the facilitator’s warehouses. Indeed, the margin for returns becoming “lost” or misplaced should be very low.

HIGH-IMPACT INTERVIEWS – FROM THE OTHER SIDE OF THE DESK The brand owner will also need to consider how often it wants to receive a report from the facilitator as to the returns received by the facilitator since the previous report. Having decided upon frequency, the report should itemise: • t he reason for return, if known; •w hether or not the returned product is defective and the defect category. This could be, for example, fabric or material, stitching, zip, size or fit; and • ( where appropriate) the landed cost price of the product including duty. Although sometimes overlooked, it is important that the reports are expressly required to be machine-readable and in a form and format that is compatible with the IT systems of the brand owner. In respect of the returns themselves, it is important that the agreement with the third-party facilitator requires a physical separation of returns where the product is defective from those which are perfect. The latter need to quickly find their way back into the brand owner’s stock system in order that they can become cash. It is also important that the agreement allows representatives of the brand owner periodically to visit the facilitator’s warehouses for the purpose of auditing returns as well as defective returns. Getting it right is a cost. But getting it wrong is likely to be more costly and result in financial cost to the brand when online goes offline. © Fox Williams LLP 2015

People get very nervous in interviews – often including the interviewer. Ineffective interviewers often make the wrong decision and get someone completely wrong for the role. Ultimately, they will leave and you’ll have to start over again. Here is how to interview with impact and make the right decision. Forget old-school questions such as, “Where do you see yourself in five years’ time?” or “What are your strengths and weaknesses?” These questions are not helpful, as they don’t give you the information you need to decide if someone can do the job. The most effective interview technique is the Competency Based Interview. First, identify what skills, behaviours and qualities someone needs in order to be able to do the job well – in retail this will frequently be communication skills, team working, customer service and so on. Then, ask questions to find out not only if someone has those skills, but also real examples of when they have demonstrated them. Start with an open question – “yes” and “no” are not answers – about the competency you’re exploring, then ask more specific questions to get the details you need. Ask questions structured around circumstances – what the situation was; behaviour – what they did or said; and impact – the outcome. • “Tell me about a time when you had to deal with a difficult customer” • “What did you do/say?” • “How did the customer respond?” • “What happened in the end?” Avoid asking, “What would you do if...?” Get real-life answers, not hypothetical ones. Don’t focus on previous job experience, what’s important is ability and potential. Avoid being ambiguous – asking about a project someone worked on in a team could lead to them talking about the project, when what you’re interested in is their team-working skills. Try and signpost to the interviewee what to focus on – “I’d like to look at your team-working skills – can you tell me about a project you’ve worked on with a team?” Keep CBI in mind – Competency Based Interview = Circumstances, Behaviour, Impact = Completely Brilliant Interviews. JANUARY/FEBRUARY 2015 - 14

BUSINESS | WWW.CWB-ONLINE.CO.UK

Three retailers discuss their business goals and resolutions for the New Year.

ANITA BURKE

JANE WILES

ANGIE HICKS

Owner, Buzz Bee Kids, Beckenham, Kent

Owner, Notsobig, Highgate, London N6

Owner, Mothers Hub, Walthamstow, London E17

Did you have any New Year’s resolutions for your business in 2014, and did you keep them? 1: Win a business award. We entered the Prospects London Business Awards and were delighted to win Bromley’s Best Green Business. We were also Highly Commended for Bromley’s Best Small Business. I found the process of entering a business award very cathartic. It made me realise how much we have achieved, not only in 2014 but also since we started in 2011. 2: To achieve sales growth of at least 25 per cent. By the end of the year, we should be around 40 per cent up on last year. 3: To open at least two concessions. By the end of 2014 we had two concessions within Beanies Cafe in Croydon, and have just opened in Little Legs Family Cafe in Bromley. Hopefully concessions will also form an important part of the business development in 2015. Is there anything you encountered in your business in 2014 that you want to improve on in 2015? Most of our learnings have come from working through the franchise process and also the business awards. By the end of 2015 we will have the business model as perfect as we possibly can. We always listen to our customers; I don’t think you can ever afford to be too insular or arrogant in business. Two of the most successful development ideas for the business have come from regular customers. Is there anything new you’d like to learn to help your business this year? Social media development and knowledge. I believe that business owners and operators are going to have to continually develop their knowledge of this area. We do well with Facebook and eBay currently, but this could all change in 2015. I am also part of an amazing group developed by the highly talented marketing guru Claire Mitchell.

If you had to name three New Year’s resolutions for your business in 2015, what would they be? 1: Search for more unique boutique brands to expand our age range up to 16 years. 2: Engage more with our loyal customers on social media and continue to reward our followers with special discounts as often as possible. 3: Spend more time posting news to our blog, to keep our customers up-to-date with which new products have landed in the store. Did you have any New Year’s resolutions for your business in 2014, and did you keep to them? Yes. We’ve rebranded Notsobig with a new logo and gave our website a complete re-design to modernise our online store. Our boutique has had a makeover, too, so it looks as fresh and lovely as the clothing inside. Is there anything you encountered in your business in 2014 that you want to improve on in 2015? Not particularly as we made lots of changes over the past year. But I am sure something will come along as there is always room for change and improvement. Is there anything new you’d like to learn to help your business this year? I would like to learn more about search engine optimisation so our online store can expand its customer reach. Are you feeling confident about business in 2015? The boutique is now in its 15th year. We feel very confident about the year ahead, and are looking forward to welcoming our new brands into our store.

If you had to name three New Year’s resolutions for your business in 2015, what would they be? 1: To survive year two with more promotion and media presence. We were really fortunate in year one to have a billboard (by artist Ruth Ewan) installed in the Olympic Park from the Your Ad Here project. And Condé Nast Traveller gave us a plug for one of the classes Magic Box housed in the shop, naming it one of the top ten cool kids’ activities. 2: To develop our product range, looking for more great British brands and more local designers. So far we have mostly London staples such as Indikidual, Little Green Radicals, Grubbies, Raspberryplum, Pigeon and Little Titans. 3: To grow the idea of Mothers Hub and hopefully take it to other venues. The premise of a hub where the retail space is made up of locally and nationally grown talent both within the garments stocked and the classes run. Did you have any New Year’s resolutions for your business in 2014, and did you keep to them? Mostly to survive year one and help re-generate the high street. Although we’re not a social enterprise, we do offer a community space where new and existing parents can meet, feed and change babies, take part in a class and buy a gift or something for their little ones. Is there anything you encountered in your business in 2014 that you want to improve on in 2015? We feel the first year has been a learning curve of what works and what doesn’t. We’ve mostly encountered positivity from our customers, but need to take on board suggestions and advice. We decided early on not to have an online shop and focus entirely on a high-street experience. We may adapt this decision in 2015. Is there anything new you’d like to learn to help your business this year? Mostly we want to develop, launch and distribute our house brand Punk Rock Penguin. We need some good advice, financial support and plenty of energy. JANUARY/FEBRUARY 2015 - 15

RETAIL | WWW.CWB-ONLINE.CO.UK

RETAIL THERAPY We reveal our favourite independent boutiques as well as news and store events from the world of childrenswear retail.

THE GOODHOOD STORE 151 Curtain Road, London EC2 Co-founders Kyle Stewart and Jo Sindle launched The Goodhood Store in 2007. Since then, the department store has gone from strength-to-strength, recently building on its successful range of womenswear, menswear, gifts, accessories and childrenswear. During September last year, the shop moved to a larger premises in the bustling East End and welcomed an increase in its range of products and brands. Proving itself as a one-stop destination, the first ever Goodhood Café opened in-store when the shop moved to its new location. The café, which is in collaboration with Brett Redman of Elliot’s Café in Borough Market, serves as a welcome respite for customers browsing the larger edit of brands including childrenswear labels Bobo Choses, Mini Rodini and London-based Ruff and Huddle. The store is also experiencing an increase in footfall thanks to a new location on Shoreditch High Street. “We are targeting the design literate,” says Stewart. “People who care about the provenance of clothing. People who are inspired by culture and its sub cultures. Any age really; it’s just a mind-state. I personally like meeting all the interesting people, from designers we have respected for years to Grammy winning singers.” From looking at the design of the store and the focus on attention to detail, it’s clear to see the pair has a passion for the business and its reputation, which was built from scratch. www.goodhoodstore.com

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RETAIL | WWW.CWB-ONLINE.CO.UK

FINOORA The Whitgift Centre, Croydon Children’s designer and bespoke occasionwear retailer Finoora opened its doors on Small Business Saturday, a campaign on 6 December to encourage consumers to support and shop in small businesses. Owned by Buki Obakin, Finoora stocks a range to cater for both formal and informal occasions, with brands including Levi’s, Timberland, Kleinfeld Pink, US Angels, Emile et Rose, 3Pommes, Early Days, Country Kids, TNY Shoes and Sarah Louise. Tailor-made services and niche add-ons offered by the store include Build Your Own Dress for flower girls and bridesmaids, bespoke tailoring, plus-size childrenswear, a rewards points scheme, gift-wrapping service and personal shopping. www.finoora.co.uk

MARASIL Westfield, White City, London W12 International childrenswear retailer Marasil has launched in the UK with the opening of its first franchise store in Westfield London shopping centre. In addition, Marasil has introduced a UK ecommerce site – www.marasil.co.uk. Offering a product range for boys and girls aged 0-12 years, Marasil made its UK store debut with its a/w 14 collection, comprising accessories, babywear, outerwear, childrenswear, gift sets and more. The brand’s signature pieces are its two and three piece sets, providing complete, styled outfits co-ordinated and sold at one fixed price. www.marasil.co.uk

News:

NEW SHOP FOR ADVENTUROUS KIDS From Norfolk, NipperSkipper.co.uk is a new online store designed to cater for children’s outdoor pursuits. As well as performance products such as sailing gear, Nipper Skipper stocks childrenswear ranges selected for their combination of fashion with function. Highlights include waterproofs from Sweden and Norway, organic fleeces from Frugi and UV-protective clothing from British brand Long Wave Apparel and New Zealand designed Snapper Rock. —

OSCAR & OLIVIA Oscar & Olivia is a new global platform for design-led, eco-friendly children’s fashion for boys and girls aged 0-5 years. By specialising in locally crafted brands who use ethically sourced materials, the website aims to provide high-quality, stylish products that are also completely traceable and authentic. An example of a hand-picked label stocked by Oscar & Olivia is lglo & Indi. A socially responsible brand, Iglo & Indi supports the South African organisation Enza, which helps women in poverty by providing training skills. Other designers who fit Oscar & Olivia’s remit and are stocked on the website include Beibamboo, Hilda Henri and L’Asticot. www.oscarandolivia.co.uk

YOUR CHILDREN’S WARDROBE IN CHARITY EVENT Last month, Yorkshire childrenswear store Your Children’s Wardrobe joined other local retailers at the annual charity event Ladies Who Lunch. Held at Huddersfield Town Football Club’s John Smith’s Stadium, the occasion was attended by over 200 guests and raised over £10,000 for the Huddersfield Town Foundation, which helps improve quality of life for young people in West Yorkshire. Your Children’s Wardrobe took part in the fashion show, showcasing a range of its designer childrenswear collections on the catwalk. —

Retail news in brief: BIRA CONFIRMS 2015 KEYNOTE SPEAKER Andrew McMillan, customer service specialist formerly of John Lewis, is confirmed as the keynote speaker for The British Independent Retailers Association (Bira) 2015 High Street Conference on 13 May at Chesford Grange Hotel, Warwickshire. McMillan spent over 20 years with John Lewis Partnership, the last eight responsible for leading customer service across the department store division. McMillan’s session will carry the conference theme Building the Future Together.

HAPPY SOCKS’ LONDON FLAGSHIP

HAMLEYS TO OPEN IN LAKESIDE

Swedish accessories brand Happy Socks has opened its first London flagship store in Seven Dials at 62 Neal Street. The store carries all Happy Socks collections and performs as a one-stop shop for socks and underwear for men and women, socks for kids, alongside the limited-edition Happy Socks x Snoop Dogg collaboration and artworks. The new store concept, designed to embody the Happy Socks brand identity, offers a variety of models and designs, using a broad spectrum of colour combinations and original patterns.

Toy retailer Hamleys is opening a store in Essex shopping centre Intu Lakeside. The 9,000 sq ft shop, due to open in spring 2015, will be the fourth Hamleys in the UK outside of its flagship London Regent Street shop. Lakeside will also be Hamleys’ third store opening within shopping centre operator Intu’s portfolio, with the toy retailer already having stores in Manchester’s Trafford Centre and St David shopping centre, Cardiff.

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See us at Bubble London 1-2 February 2015 Stand G3 GioFran Baby s.r.l. FUN&FUN Tel: +39 (0)81 315 16 35 / +39 (0)81 510 84 36 Fax: +39(0)81 821 05 13 Email: giofranbaby@yahoo.it www.fun-fun.it

EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK

BRANDS To Watch CWB editor Laura Turner selects the must-have collections to get in-store.

01: SOMEDAY SOON

02: PALA MINO

New childrenswear label Someday Soon is a recent addition to UK childrenswear agency Vida Kids’ portfolio. The brand was created by Danish couple Jacob and Cathrine Hoilund who, after having children, noticed a gap in the market for contemporary and comfortable streetwear for boys. With over 10 years’ experience in the fashion industry, the couple have tapped into their expertise to create a “street fashion” boyswear brand for 2-14 years. Wholesale prices £15-£30. www.vida-kids.co.uk

Pala Mino launched in June 2014 with the aim of offering “well-made, comfortable and stylish” childrenswear. Based in Bristol, the collection is designed and handmade in the UK and caters for ages 3-8 years. Using superior, soft jersey fabric, and omitting labels and zips for comfort, the brand offers modern classics playfully inspired by 90s sportswear including slouchy structured sweatshirts, oversized dresses and colourful leggings. Wholesale prices £10-£25. www.pala-mino.com

03: DIXON & DAUGHTER

04: PETITE ALBION

05: AKID

Established in 2013, Dixon & Daughter is a unique label dedicated to contemporary and luxury fake fur outerwear for children aged 1-10 years. Made in Britain, the brand offers premium-quality fake-fur gilets and fakefur collars trimmed in velvet. Each piece is handmade, and the pattern hand cut, ensuring every item is unique. Dixon and Daughter is currently developing its range and will soon offer jackets, including a leopard print style, and scarves. Wholesale prices £30-£85. www.dixonanddaughter.co.uk

New ethical baby and children’s brand Petite Albion is a social enterprise founded by Bronwen Campbell-Golding and Fanny Santini. The duo wanted to give something back to the local community and so teach knitting via workshops with charities in and around London. The label launched in 2013, and offers colourful knitwear for ages 0-6 years created in soft natural yarns and featuring an abundance of pompoms. Key items include hats, scarves, mittens, booties and socks. Wholesale prices from £10. www.petitealbion.com

Ashleigh Dempster and her streetwear-guru husband Matt George (who pioneered Stussy, Ransom, Nomad and Goodfoot) launched LA brand Akid footwear last year after failing to find unique, stylish shoes for their son. Akid caters for ages 2-8 years and offers fresh interpretations of classic styles such as high tops, low tops and moccasins. The brand’s focus is on unique colour combinations, fashionable fabrics, unexpected patterns and embellishments, comfort and durability. Wholesale prices £26-£35. www.vida-kids.co.uk JANUARY/FEBRUARY 2015 - 20

EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK

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BRANDS | WWW.CWB-ONLINE.CO.UK

THE STORY BEHIND THE STORY As the childrenswear industry prepares to unveil its a/w 15 collections, Rebecca Jackson speaks to a range of designers to uncover the inspiration behind the latest lines. —

“The a/w 15 collection features playful, unique and traditional garments in tartans and checks with a punk-inspired mood. Humour is the core of the collection, taking inspiration from everything we love – Chaplin movies, Le Ridicule movement, punk and Japanese Harajuku street style. The range features the innovative designs and cuts that Jessie and James is known for, as well as colourful checks, contrast underskirts and core block colours mixed with strong checks and ginghams. This collection focuses on modern, innovative pattern-making mixed with historical shapes and traditional checks. Our signature dresses are playful and sophisticated with a sporty touch, and our boyswear signature this season is scout/punk badges, as well as tattoo-inspired embroideries and punk checks. As always, our main focus has been on comfort and wearability with a high-fashion look, feel and quality – so we’re very excited about this collection.” James New, co-founder and designer, Jessie and James

“A/w 15 for Little Green Radicals is mostly inspired by the fairy tales of Brothers Grimm. Using a witch’s house and folk inspiration, collection imagery focuses on the woodland scene that is so heavily associated with the Grimm stories. Taking inspiration from stories such as Hansel & Gretel and the lesser known The Golden Bird, prints have expanded once again to feature stars and flowers with lots of knitwear seen across the collection. One of the stand out pieces from the collection is the unisex embroidered dungarees, featuring a boat neck, pearl poppers and a jacquard design around the bottom hem. Most styles have been selected because they tell a story. The expansion of our range, which now caters up to eight years, means we have more to offer our customers. We have also really pushed our unisex collection. Steering away from gendered clothing has allowed us the freedom to design clothes that don’t play up to the stereotype of pink for girls and blue for boys.” Josie Bragg, designer, Little Green Radicals

“As with every Young Soles season, each of our collections adheres to the Young Soles brand ethos – to bring a sense of British heritage and contemporary styling to children’s shoes. I’m constantly researching vintage styles and on the lookout for new and interesting ideas; that part of the process never stops. There is always inspiration to be found, whether it’s borrowing from childhood memories, music or a style movement. For a/w 15, I’ve been influenced mostly by mid 80s and early 90s fashion and music. For our photo shoot, we chose The Smiths’ This Charming Man as our theme and shot it in a beautiful flower shop in Sheffield, creating a wonderful autumnal colour palette. For the a/w 15 collection, we have really pushed the heritage theme. We have moved forward with the traditional styles from our first two seasons, mixing our heritage cuts with contemporary prints and high-shine leather seen on formal shoes. I hope to have captured a rebellious feel with the collection by introducing an edgy colour scheme of white patent, bubblegum pink, oxblood and opulent gold across a variety of new styles. Following requests from our customers, we’ve added new winter boots. These include the Francis Chelsea boot – a great style for both boys and girls that builds on our unisex offering – and the Sidney brogue boot. We also now offer up to a UK size 5 in Rosie and Brando styles. And we’ve kept the favourites from the a/w 14 collection – the Hattie monkey boots with Liberty print cotton laces, our streamlined Vera ankle boots with buckle detailing and the Rosie T-bar, which was the first style we designed for the Young Soles collection.” Louise Shill, creative director, Young Soles

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BRANDS | WWW.CWB-ONLINE.CO.UK

“This season we’re in love with the abstract, the geometric and Bauhaus – our eye is angular. We’ve developed our own prints and jacquards in all categories – hypnotic swirls, mini geometrics, checks, abstract florals and more. Zips are a feature, with bespoke striped zips appearing across boys’ and girls’ styles. It’s a bold, spirited collection, using a colour palette of peacock blues, clean pinks, rich corals, tangerine and deep blues. The vibrancy of the prints are featured across sweatshirts, cotton woven garments and jerseys, with metallic highlights in jacquards and trims. Key pieces include boys’ and girls’ outerwear, with wool and technical fabrics used in the same garment. Other highlights include the girls’ herringbone wool jacket with faux-fur sleeve, a jacquard cape, the boys’ nylon and twill check jacket, party dresses in print with exaggerated sleeve detail and merino knits in fluoro Fair Isle with zips. We’re proud that 80 per cent of the collection is made in Europe, using high-quality European and Japanese fabrics.” Deborah Medhurst, founder, No Added Sugar

“RaspberryPlum’s a/w 15 collection aims to visually combine a selection of different yet clearly related sources of inspiration which are all close to my heart. I’ve long been fond of the childlike simplicity and strong graphical impact of the Constructivism movement. The Suprematist art, and in particular Kazimir Malevich’s paintings with their precise use of colour, are wonderful examples. You can see this influence captured in the asymmetrical blocks of colour, as seen across some of the new pieces. With colour, I found myself inspired by the freshness and impact of late 60s interior design palettes. And, as with the previous RaspberryPlum collections, vintage accents combine with modern tailoring to deliver a unique blend of the past and the future. I have continued with the application of two mini geometric features on jacquard fabrics, knitwear and hosiery, as well as on lining details. We are also excited to introduce a small knitwear range to the collection.” ´ founder and creative director, Aleksandra Stašic, RaspberryPlum

“This a/w 15 I have taken my inspiration from my own childhood memories of growing up in the 70s and 80s in the Scottish countryside. I was always on an adventure, whether it was playing in the nearby woods with my friends, building gang huts, looking for wildlife or causing mischief on our beloved chopper bikes – or the flip side, when we were stuck indoors on cold cloudy Scottish rainy days we watched the Red Hand Gang on TV, danced to Abba on the radio and drew endless felt-tip masterpieces! Inspired by the wild outdoors, creatures are popping up all over the designs. From the peeping rabbits jacquard, Mr Banks the badger intarsias and textured paw prints padding across sweaters, to all over wilderness-inspired prints. I can’t help but get a bit nostalgic for our woodland printed jerseywear or the slightly festive “bendy tree” appliqués worn with skinny coloured jeans. From the warm snuggly indoors of my childhood you’ll find your inner Artist and Tiny Dancer, mixed up with lots of textured chunky knits that take a big slice of inspiration from my Granny’s homespun creations. The look and feel is tactile and playful. It represents The Bonnie Mob, our bonnie gang of kids wearing colourful clothes, with a touch of the handmade and lots of attention to detail. Clothes that are durable, made for playing and growing in and made to last.” Tracey Samuel, founder and designer, The Bonnie Mob

“Following on from the fantastic success of The Little Tailor a/w 14 baby range, greatly received by Selfridges and Dragons of Walton Street to name but a few, we are now delighted to be launching a/w 15 and extending our British label to include girlswear and boyswear for 1-5 years. The Little Tailor will be attending Pitti Bimbo Florence and Bubble London, where our beautiful a/w 15 collection will be on show for the first time. This season sees The Little Tailor continuing nostalgic, heirloom pieces in our signature, soft colour palette, but in clean, contemporary silhouettes that are super comfy for our special little ones, made in the softest of cotton, with touches of cashmere and plush linings for that luxurious feel. Taking inspiration from past and present, we continued along our journey looking at beautiful children’s book illustrations and vintage toys that inspired our delicate, sketchy graphics and clean, classic look. In a/w 15, The Little Tailor will launch a girls’ and boys’ range for ages 1-5 years, with inspiration coming from magical, mystical creatures and story books. As with our baby range, fabrics and textures are key, with special finishing touches coming from vintage-look buttons. Knitwear continues to be a highlight in cottons and cotton cashmere in jacquards, intarsia, Fair Isle and cable knits. Silhouettes include fashion statement print tops, leggings and every little girl’s favourite statement “princess” skirt, which completes the collection. The colour palette is key to The Little Tailor toddler range.” Kate Bale, creative director, The Little Tailor JANUARY/FEBRUARY 2015 - 25

PROFILE | WWW.CWB-ONLINE.CO.UK

MEET THE MOB There’s a new gang in town – say hello to The Bonnie Mob, the rebranded face of British childrenswear label Bonnie Baby. Laura Turner speaks to the brand’s founder and designer, Tracey Samuel, to uncover the thinking behind the new strategy.

Ten years ago, British babywear label Bonnie Baby came to be, launching in a whirlwind of rainbow stripe cashmere and quickly taking the market by storm. It was a niche brand that was instantly recognisable and very memorable, offering a premium line of baby knits with a look very much of its own. “The business was born out of the massive lifestyle change that is motherhood; when I started Bonnie Baby, I had no idea that it would become the company it is today,” says brand founder and designer Tracey Samuel, whose background is in women’s knitwear, working for international designers such as Sonia Rykiel and who, prior to launching Bonnie Baby, was commuting to Paris on a weekly basis for work. “I began thinking about starting a small business to keep me creative while looking after my baby,” she continues. “I was shopping for baby clothes and was really disappointed with what I found. At that time, most babywear was in the standard pinks, and blues and good quality, affordable knits were almost impossible to find. So, out of the back bedroom of my home in Brighton, armed with my designer know-how and address book of

suppliers and factories, I set about designing a small range of good-quality, colourful and contemporary baby knits.” The double-edged sword of Bonnie Baby’s success, as for many babywear brands, was the ongoing pressure to grow and evolve with the customer. Even more poignant for Samuel, no doubt, was the fact that the label launched around the same time as her daughter Alice-Bee’s birth, providing her with her own personal reminder of the speed at which babies were outgrowing the brand. So while Alice-Bee grew up, Bonnie stayed Baby in comparison – up until not long ago, that is. “The brand had completely changed since we launched,” says Samuel. “We started with a range of 20 pieces of non-seasonal, luxury cashmere-blend baby knits and we now have over 70 pieces per seasonal range, including T-shirts, sweatshirts, knits and wovens for newborn to seven years. The Bonnie Baby brand name, however, wasn’t communicating that. This year marks our 10th in business, so as we celebrate my daughter’s 10th birthday, we’ll also be seeing the Bonnie Baby of the family change and grow into The Bonnie Mob.”

Essentially, the evolution of the business is being set in stone this year with a rebranding. Bonnie Baby has come of age and, as of this season, will be known as The Bonnie Mob. For those familiar with the label, the key differentiation between Bonnie Baby and The Bonnie Mob is that the latter, rebranded version is more accessible, both on price point and range of products. The branding is also completely new, with tonal, warm grey corporate colours. Samuel has kept the signature Bonnie Baby “apple logo”, but has given it a refresh. As far as the label’s visuals, expect to see a fresh, new look in photography, as well as some exciting collaborations with other brands. Aesthetically, the look and feel of The Bonnie Mob collection has been designed to be more tactile and playful than its former self. It’s that little bit bolder, a little more confident. Reminiscent of Samuel’s childhood of the 70s, the new face of the label represents a fun gang of kids, of all ages. Colourful clothes with a touch of the handmade; clothing that is durable, made for playing and growing in and most importantly, clothing that is made to last. Additionally, the kids’ range and the JANUARY/FEBRUARY 2015 - 28

PROFILE | WWW.CWB-ONLINE.CO.UK

“

— As a brand, we have evolved by introducing new product lines, increasing our size range and having a very strong baby gifting offer —

overwhelmed at the seasonal trade fairs, and may feel rushed to place orders at the shows, so we are treating the wholesale website as an extra trade fair for The Bonnie Mob, complete with amazing photography to show the garments off to their very best,” she says. “Our initial feedback from current customers has been really positive. They found the website easy to use and saw it as a very useful buying tool.” Other ongoing areas of growth for the company include export – the US and Far East in particular – something that has played a large part in Bonnie Baby’s expansion to date, and will continue to be a key factor for growth for The Bonnie Mob. Equally, as the economy slowly recovers, Samuel sees huge, renewed potential for The Bonnie Mob in the UK market, too. Reflecting on the last 10 years, Samuel marvels at how much the industry has changed in that time. Yet, despite the numerous challenges that have faced all of those in the industry over the last decade, she has successfully maintained the brand’s market-share. More than that, she has

“

baby line will also be developed separately to lay foundations for the business to go up to more age groups in the future. Despite all the change, it was important to Samuel that The Bonnie Mob still bear some essence of Bonnie Baby. Faithful followers of the label will, for instance, still find the brand’s signature knits, but will also be presented with organic jerseywear, sweatshirts, jeans and wovens for both babies and children up to age seven. “The brand values remain the same,” says Samuel. “We are still committed to making good-quality, fun and colourful clothing for babies and kids that is luxurious yet affordable. And we believe, more than ever, in our ‘buy once, buy well, pass it on’ philosophy.” Quality, as Samuel emphasises, is core to the brand in every sense, from the product through to the means of its production. Samuel believes quality shouldn’t be compromised by price, with the brand using factories that pay their staff fair wages, and in turn, the brand pays true prices. Each garment is generously sized with no short measures; cuffs are made for turning and growing with a child and the fabrics are robust enough to be worn and washed aplenty before being passed down. The Bonnie Mob will also benefit from Samuel’s drive to source even more organic cottons, marking the brand’s commitment to moving production over to more sustainable sources wherever possible. In line with the rebrand, and to accommodate a surge in online wholesale ordering, Samuel has launched a new wholesale website for the business, which can be signed up to via www.thebonniemob.com. “I speak to so many buyers who feel

continued to grow and adapt the brand, clocking up over 150 accounts worldwide, from department stores such as Barneys New York and Selfridges, through to key independents and the label’s own flagship store in Hong Kong. “When we started, we were one of a handful of British baby and kids’ brands offering something different to a relatively small market,” she says. “We’ve seen labels come and go, we’ve seen the high-street stores aggressively enter the market, we’ve seen designer global brands launch kids’ ranges, and we’ve seen customers’ budgets squeezed by the recession. As a brand, we have evolved by introducing new product lines, increasing our size range and having a very strong baby gifting offer.” While contemplating the business’ future, Samuel offers one final glimpse into where she sees The Bonnie Mob further down the line. “Just like your average 10 year old, I’m still inquisitive and relish a challenge,” she says. “So as The Bonnie Mob grows, I can definitely see future brand developments into new product areas.” JANUARY/FEBRUARY 2015 - 29

PRODUCT | WWW.CWB-ONLINE.CO.UK

Style GUIDE:

LITTLE GREEN RADICALS Organic skincare range Prices on request 020 7095 1224 —

BEAUTY SCHOOL: Child-friendly toiletries and grooming products.

Unless stated otherwise all prices are wholesale

LOVE SOAP Mandarin and Argan oil gift box containing shampoo & body wash and a bubble bath £6.35 07773 767792 —

GNOT Master Gnot hairbrush – Missie Gnot and Baby Gnot hairbrushes also available. £13 each 07906 805939 —

NAILMATIC KIDS Set of water-based, non-toxic nail varnishes, which wash off with warm, soapy water ¤20.85 07429 346494 —

SOPHIE LA GIRAFE Baby Starter Kit: Face cream, body lotion, baby oil and hair & body wash Price on request 01383 735134 — JANUARY/FEBRUARY 2015 - 30

PRODUCT | WWW.CWB-ONLINE.CO.UK

LAURA

LOVES

01: ACE & ME Machine-washable, handmade slipper socks with soles made from recyclable micro fibre Around £18 07584 297662 04: TOBY TIGER Badger socks £1.99 01903 766777

02: SANDQVIST Waterproof nylon backpack with star detail, lightning zipper pulls, leather name tag and reflective outer label £31 020 3411 7341 05: SEW HEART FELT Organic woollen felt rabbit hand puppet £7.50 01367 244277

03: HELEN GORDON Woodland tree cushion £13 07767 828048 06: FIRST BABY SHOES Baby shoe-making kit ¤14 0048 791861433

Unless stated otherwise all prices are wholesale JANUARY/FEBRUARY 2015 - 31

BUBBLE LONDON 1-2 February 2015, Business Design Centre, Islington

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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK

01 NO ADDED SUGAR A key return to the show this season, No Added Sugar’s new a/w collection is inspired by the abstract. Expect swirls, mini geometrics and abstract floral motifs on girls’ dresses, party coats and voluminous skirts. Colourful and striped zips, contrast piping, stripes, and flashes of metallic all feature heavily. Outerwear includes pure wools in herringbones with faux furs and technical nylon checks and twills. Stand B21

02 WOOLSHED Woolshed is a UK producer of handmade childrenswear in 100 per cent natural wool, silk and cotton. Highlights include dresses, cardigans and jumpers for babies, boys and girls, and a range of accessories. Also available is Woolshed’s limited-edition LuskA@Woolshed collection of children’s colourful coats and jackets and the Liberty@ Woolshed range. Stand VC11 03 HOLLY HASTIE Launching its first a/w collection, Holly Hastie is a new girls’ brand for 2-9 years, designed and developed in the UK. Styles are available in both knitted and woven fabrics, and include washable cashmere and merino wool knitted dresses, cardigans and jumpers. Velvet dresses and capes, cord dresses and skirts with French grosgrain trims, and black-and-white penny spot prints also feature. Stand E1 04 YOSI SAMRA A second-generation shoe designer, Yosi Samra grew up in his father’s factory in New York City absorbing the fine art of shoemaking. When it was time for him to launch his own eponymous footwear line in 2009, he was more than prepared. This season, the brand’s collection of children’s ballet flats will be available to view at the show. Stand B18

05 OH…MY! New children’s fashion label Oh...My! is launching its first ever collection for a/w 15, offering occasionwear in high-end fabrics for girls age 5-11 years. “Quintessentially British with an eccentric twist”, highlights of the 25-piece offering include jacquard peplum and cape coats, quilted trousers, miniskirts and box tops, all with metallic iridescent elements. Stand VC4 06 LA PITCHOUNE Offering luxury dresses for girls, La Pitchoune is British-made couture using fabrics sourced from local suppliers. Silks and cottons in all their varieties are the general choice of cloth for each season, with collections offering a playful mix of elegant pieces and the brand’s repeated signature use of bows. Stand GC8 07 MOLO A new jeans concept from Molo comprises denim styles such as the new soft, “jog denim” and newly designed patches, rivets, buttons and back pockets. Other highlights are a “rock ’n’ roll” theme featuring sweatshirts with lace 3D effects, the “poetic coolness” and “colourful sports” themes including a Siberian tiger and camouflage print, while the “wild ones” theme reinvents 90s graphics. Stand C12/C19 08 SAINTS & BULLIES Saints & Bullies will present an a/w 15 collection of clothing that provides innovation and unique style. The brand’s embroideries, prints and knitting patterns are designed in-house. Stand GB8 09 CARRÉMENT BEAU The latest addition to CWF Group’s in-house brand portfolio is Carrément Beau, which will showcase at Bubble alongside fellow in-house labels Billieblush and Billybandit. Nostalgic with a playful twist, the look is “preppy, traditional and sweet”, offering classic wardrobe staples and statement pieces in premium fabrics updated with prints and quirky details. Stand G12

10 SILVIAN HEACH KIDS Premium Italian childrenswear label Silvian Heach Kids makes a return to Bubble London this season with its collection for boys and girls aged one month to 16 years. The brand’s offer is all-encompassing and includes layette, dresses, coats, knitwear, jeans, skirts, trousers, sets, footwear and accessories. Stand G49 JANUARY/FEBRUARY 2015 - 33

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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK

01 LA QUEUE DU CHAT Key colours for a/w 15 include deep shades of red, blue and green. As always, the collection will feature new and exclusive prints and T-shirts, while bodies will follow a superhero theme, with a “super owl” character taking centre stage. Stand A13 02 ELKS From the Si + Lu label, Elks is a new luxury childrenswear brand that uses native textiles to create clothing connected to Ireland’s cultural history. Woven blankets, alpaca hats and scarves, linen dresses and shorts, knitted jumpers, tweed coats and babywear all feature. Stand VB26

03 MAGNUS & MOUSE New baby bedding brand Magnus & Mouse offers soft, organic cotton fitted sheets and blankets specifically created for 0-2 years. All bedding is safety tested and tailored to each mattress size for secure fit. Scandinavia-inspired, designs are gender-neutral. Stand VC13 04 THE LITTLE TAILOR This season The Little Tailor is extending its collection beyond babywear to include girlswear and boyswear for 1-5 years. Fabrics and texture are key, as is knitwear, with detailing found in vintage-look buttons. Stand B1 05 PAPU Finnish childrenswear brand Papu offers unisex design and prints, with all products Oeko-Tex Standard 100 certified, and most items made from certified organic cotton. Stand VB21 06 JETPAQ “Go walk to the moon!”, is the title and inspiration for the new a/w 15 collection from Dutch childrenswear label Jetpaq. All of the brand’s garments are hand-dyed, hand screen-printed and made by hand. Some pieces are also dyed using only natural pigments. Stand D5 07 REGINA Made in Italy and hailing from Bologna, Regina offers winter clothing and accessories produced in merino wool, cashmere and fur. Stand A42

08 ACE & ME Eco-friendly and handmade in Sweden, Ace & Me slipper socks provide indoor footwear for young children. The brand has replaced the conventional leather sole with microfibre, which is 100 per cent recyclable and eco-friendly, while the cotton sock uses breathable fabrics that keep children’s feet warm. Stand GB6 09 PAN CON CHOCOLATE Founded in 1998, the Spanish childrenswear brand defines its style as “sport chic”. There are two size groups in the collections – Baby, for 3 months to 4 years, and Child, for 2-4 years. Stand B28 10 NOSH Designed in Finland, Nosh offers colourful and durable organic cotton childrenswear. The collection is easily mixed and matched, with a/w 15 including prints, stripes and soft “denim look” jersey as well as a new sub-collection designed in partnership with students of Helsinki Metropolia University of Applied Sciences. Stand VB7

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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK

01 PLUMETI RAIN An “enchanted forest” theme sees Plumeti Rain offer garments that tell a story based on the magic of childhood this season. Made entirely in Spain, the a/w 15 range conveys nostalgia of old craft traditions, with prints and embroidery inspired by forms of nature. Fabrics are high-quality and comfortable, with only natural fibres used for babywear. Stand VC10 02 TOBY TIGER New designs for a/w 15 include appliqué sleep suits and T-shirts, colourful cords and printed dresses. To complement the new soft-printed sleep suits and gift sets is a range of accessories including muslins, socks, hats and dribble bibs. Organic cushions for children’s bedrooms are also available, with the brand offering more 100 per cent organic cotton this year than ever before. Stand A20 03 MOOCHIC BABY Specialising in hand block printed nursery bedding, muslins, swaddles and nightwear, Moochic Baby’s collection is 100 per cent cotton. Manufactured by hand in a traditional Indian printing factory ensures no two prints are ever the same. Stand VA11 04 BRAVELING Quirky British brand Braveling returns for a/w 15 with its latest collection of Little Titan tights for infant boys and girls. Made from high-quality cotton, the tights include branded waistbands and “grippy soles”. Stand C10 05 SHOO SHOOS Shoo Shoos provides quality shoes for babies and toddlers hand-crafted in Cape Town, South Africa since 1996. Non-toxic, the footwear features no harmful substances and includes cushioned insoles, breathable leathers and elasticised ankles. Stand E14 06 GNU BRAND Part of the Lemon Loves Lime group, GNU Brand offers colourful casualwear for boys aged 6 months to 5 years. Key themes are brought to life in detailed T-shirts and soft fabrics. Stand A9 07 LOVE MADE LOVE Catering for 1-13 years, a/w 15 sees Love Made Love present a collection for girls featuring tulle, tweed, wool and lace. Detailing can be found in faux-leather trimmings, handmade lace embroidery, feathers, pearls, rhinestones and custom prints. Stand A14

08 STORKWERK Storkwerk offers sustainable lifestyle accessories for parents and families that are influenced by the founders’ Scandinavian and Japanese design heritage. Products include the multi-functional Little Globetrotter bib. Stand GB12 09 SENSE ORGANICS Highlights from Sense Organics, the sustainable children’s fashion manufacturers from Frankfurt, includes new designs for the newborn collection So Petit represented by floral prints, fine lines and stars. Equally, there is a brand new skincare range available, which includes nappy cream made with vanilla and zinc. Made in Germany, it is both organic and vegan certified, with toiletries having a non-animal cruelty certificate. Stand E4 10 FRUGI Frugi’s collection will once again launch in three stages across a/w 15. Key developments include outerwear, which sees a new Puddle Busters range of waterproof rainwear produced in 100 per cent recycled fabric. Stand A1

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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK

01 SMALLS Smalls is a new, everyday luxury range of vests and base layers for children produced in soft, superfine merino. With New Zealand merino rapidly gaining cult status in the UK sportswear market, Smalls is set to fill the gap for older kids aged 2-12 years, providing a range of 100 per cent superfine merino with a contemporary fashion edge. Stand GB21

02 LOLA Y LOLO Offering colourful, stylish bedding and sleepwear products, Lola y Lolo’s collection includes bedding, blankets and pyjamas for 0-10 years. Made from high-quality cotton, designed and handmade in Poland, the brand makes short series and limited collections. The a/w 15 offer is inspired by children’s dreams. Stand VC1 03 ESENCIA This childrenswear collection includes classic styles in alpaca and baby alpaca. For a/w 15, a wide range of unisex sweaters are available in natural or organically dyed shades. New styles include a handcrocheted dotty sweater and a cardigan with contrasting colour pockets. Stand VC20 04 HAPPEAK Happeak offers “practical, affordable and distinctive everyday clothing” for the whole family. The brand style is simple and clean, with the childrenswear collection catering for both boys and girls. Stand E39 05 EARLY DAYS Early Days will show its latest designs at Bubble this season, which include new printed Italian leathers. Following a record year for the brand in 2014, with sales far exceeding production capacity, 2015 will see ambitious expansion plans rolled out to cope with increased demand both in the UK and around the world. Stand B47 06 GLOOP For babies and infants is the new brand Gloop, which offers organic cotton nursery products featuring soft prints created with water based inks. Gloop plans to work as closely as possible with its customers by collaborating with stores and interacting via social networks and its website. Stand GC16 07 DARLO New ethically-minded brand Darlo for 0-12 months produces babywear from Indian organic cotton manufactured in Indian GOTS-accredited factories. Darlo is a registered social enterprise, with the brand providing a week’s worth of meals for a child in India with every product sale. Stand GA5 08 KITE “Learning” and “growing up” are the key themes influencing Kite this season. The collection features fresh and fun imagery, such as juggling raccoons, dancing cats and pet bunnies, while new products include a recycled rainwear range and intarsia knit rompers. Stand C1 09 FUNKY KIDS Designed and produced in Romania, childrenswear brand Funky Kids offers unisex styles with an emphasis on comfort. Catering for sizes 18 months to 6 years, fabrics include 100 per cent cotton and 100 per cent organic GOTS-certified cotton. Stand GB13 10 PATACHOU Portuguese baby and children’s brand Patachou caters for 0-12 years. With a focus on classic tailoring, the brand offers wearable and timeless designs produced in quality fabrics. Stand C46

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BUBBLE LONDON | WWW.CWB-ONLINE.CO.UK

01 MAXOMORRA Maxomorra’s collection ranges from underwear to daywear and practical outerwear, with mixand-match options key. This season sees new colours, new warm and soft wool styles and Microfleece, as well as new accessories such as aprons. Stand E8 02 DIDRIKSONS Swedish outdoor brand Didriksons will show its full kids’ collection for a/w 15 at this season’s show. Designed to ensure kids keep warm and dry, garments are ergonomically cut to allow full flexibility of movement. Practical solutions include reflective strips and reinforced areas on the knees and elbows. All non-PU outerwear garments feature Didriksons’ unique extend size system. Stand D36 03 BLUE SEVEN Blue Seven’s Newborn, Mini Kids and Kids ranges include the themes of ice princesses and cheerleaders for girls and for young boys, boxing champions, basketball pros and boy scouts. For a more grown-up look, the brand’s Teen ranges feature hot washes, knits and casual styling, with wildlife and construction providing inspiration for boys and big cities and rock princesses for girls. Stand G45 04 PANDA AND THE SPARROW Panda and the Sparrow offers a collection of fun and functional bamboo children’s clothing. Natural properties of this ultra-soft bamboo range includes it being naturally hypo-allergenic, thermo-regulating, UV-resistant, breathable and absorbent. Stand GA11 05 RHUBARB New children’s brand Rhubarb’s design concept is to provide fun pieces in soft fabrics for 0-6 years. The debut collection includes bold stripe T-shirts and jumpsuits in strong colours with playful logos to increase gift-appeal. Sweatshirts for boys and girls, babies’ rompers and dresses are also available. Stand GB17

06 THE MAGIC DOOR STORE The Magic Door Store offers miniature doors that can be affixed to walls or skirting boards to create a magical entrance for fairies and elves to visit. Doors come in a variety of colours, with a range of accompanying accessories available including toadstools, post boxes and fairy sized deckchairs. Stand GB19 07 DANEFAE Offering a collection of children’s clothing and outerwear designed for comfort and featuring vibrant colours, bold prints and soft fabrics. The brand’s outerwear is based on skiwear principles and includes high-tech membrane systems and taped seams. Stand C8

08 WOOLLAND From Norway comes the brand WoolLand, a high-quality woolwear label for babies, kids and teens. WoolLand’s concept is to bring the traditional wool base layer to a new, fashionable level and provide 100 per cent merino wool daywear. Stand C40 09 ADEN + ANAIS Aden + Anais is launching a brand new set of bath-time essentials this season, comprising Terry cotton hooded towels and 100 per cent cotton muslin wash cloths. Stand VC7

10 LILLY + SID Lilly + Sid’s a/w 15 collection includes a host of prints and patterns for girls along with vintagereference silhouettes. Stripes, checks, new prints and motifs, and new jersey dungarees and shirting feature for boys. Stand C32 JANUARY/FEBRUARY 2015 - 41

Advertising Promotion

1 & 2 February 2015 | Business Design Centre, London

4funkyflavours STAND A8

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

Belles Pommes

Emile et Rose

Belles Pommes works primarily with clothing design and mainly with children’s wear. The design is inspired by nature and is building bridges between the functional nordic style and a spicy elegance from distant shores, which brings forward a rarely seen confident design for children’s wear.

A delightful collection of classic fairisles, knits, cords and velours in pale blue, navy, grey and ivory for the boys. Girls have laces, bows, embroideries and a beautiful floral print.

STAND D29

Early Years Agencies Ltd - Richard Greenwood Tel: 07854 841814 Email: Email: richardgreenwood01@gmail.com

Frugi

Green People

Frugi are rocking Bubble this season with lots of new developments, including their 100% waterproof Puddle Buster range, (made from recycled polyester) fun, durable wellington boots and beautifully soft, stunning bedding!

The UK’s most loved natural & organic skin care brand. Meet our fruity friends, kids love our engaging characters that depict the pure ingredients we use. Choose from zingy citrus crush, calming lavender burst or fruity berry smoothie.

Tel: 01326 558462 Email: info@frugiwholesale.com www.frugiwholesale.com

Tel: 01403 740350 Email: organic@greenpeople.co.uk www.greenpeople.co.uk

STAND A1

STAND A6

STAND C43

Tel: 01392 677555 Mobile: 07971 519567 Email: sharon@emile-et-rose.co.uk www.emile-et-rose.co.uk

Holly Hastie STAND E1

Having designed for UK leading brands Jigsaw and M&S, Holly Hastie now launches a very British contemporary classic collection for girls who love colour, clothes and quality from 2-9 years. Tel: +44 (0)207 127 9107 Email: info@hollyhastie.com www.hollyhastie.com

Little Flock of Horrors

Love Made Love

Little Flock of Horrors fuses edgy design, adventurous colour and a lot of attitude into a chic line of 100% Merino wool clothing for little monsters.

Love Made Love is a brand for stylish children’s clothes for kids between 1 and 13 years, based on the adorable ‘mini-me’ concept, effortlessly stylish with perfect quality and fit.

STAND VB5

Tel: +44 (0)207 738 0977 Email: jodi@thumptrading.co.uk www.littleflockofhorrors.co.uk

Mr.Uky

STAND A14

Tel: +44(0)20 3411 5871 Email: sales@lovemadelove.com www.lovemadelove.com

Magnolia Baby STAND D42

Magnolia Baby was established in 2006 with a vision of ﬁnely detailed, sophisticated designs wearable for babies and children. Beginning with the highest -grade pima cotton and the most delicate of hand embroideries. Tel: 001.732.229.0111 Email: hello@magnoliababy.com www.magnoliababy.com

Oh...My! Kidswear

Parsons & Prossor

Boys will be boys! Mr.Uky is a boy’s only brand combining highest quality fabrics with handmade retro designs. Luxurious, well-made from high quality, modern, distinctive but also practical and wearable clothes for boys from 1-5 years.

New kids fashion label, Oh...My!, launches its first ever collection in time for Autumn/Winter 2015. Described as quintessentially British with an eccentric twist, Oh…My! brings exquisitely crafted occasional wear for little ladies aged 5- 11yrs.

Parsons & Prossor Originates from Bricklane E1- the Heart of Vintage London. Our Collection is aptly inspired by Vibrant Colours & Beautiful Prints that dovetails seamlessly with Easy to Wear Designs.

Tel: 0090 532 488 4842 Email: hello@mruky.com www.mruky.com

Tel: +44 (0)773 6289 047 Email: enquiries@ohmykidswear.com www.ohmykidswear.com

STAND GB15

Powell Craft

STAND VC4

STAND GB23

Tel: 0208 8574465/0788 6943469 Email: Robinp53@hotmail.com www.parsons&prossor.com

STAND D44

Rhubarb

STAND GB17

Rockabye-Baby

Powell Craft’s childrenswear launches for the new season include woodland motif knitwear, a fun jungle range, new prints in rain macs, appliquéd corduroy as well as cotton nightwear, toys and nursery accessories.

Clothes you can wriggle, crawl, climb, and run in. Designed with fun and playfulness in mind. Made from 100% super soft cotton jersey interlock, produced in Portugal. Exceptional everyday clothing. Built to last. Let’s go play! Girls & boys wear from 0 to 6yrs.

Rockabye-Baby are on a mission for kids to dress as individuals. Our clothes stand for “Fun, Fashion and Attitude” and we believe kids were born to rock. We love bright and beautiful colours that reflect the energy and creativity within every child (and their rock star qualities too).

Tel/Fax: 01625 610928 Mobile: 07841 362401 Email: info@rhubarb-online.co.uk www.rhubarb-online.co.uk

Tel: 07982 307926 Email: emma@rockabye-baby.com www.rockabye-baby.com

Tel: +44 (0) 1273 622023 Email: sales@powellcraft.co.uk www.powellcraft.co.uk

STAND E6

Sevva Ltd STAND A25

Shooshoos STAND E14

Sevva specializes in exclusive children’s wear and shoes for special occasions. Our unique collection ranges from the bling to the more subtle tones. Range: Baby to children from 0-16 years.

The best quality Shoos a little one can wear. Natural soft leather 100% handcrafted by happy hands in South Africa since 1996. Soft soles for babies & flexi soles for toddlers, ages 0-4.

Tel: +44208 090 5816 Email: sales@sevva.co.uk www.sevva.co.uk

Tel: +27 (0) 21 797 0560 Email: gill@shooshoos.com, tim@shooshoos.com www.shooshoos.com

Toby Tiger STAND A20

Toby Tiger believes children should be dressed as children in bold, simple, comfortable clothing. Their jersey and home ranges are made from the softest organic cotton and are ‘GOTS’ certified. Tel: 01903 766777 Email: info@tobytiger.co.uk www.tobytiger.co.uk Twitter: @toby_tiger Facebook: tobytigerbrighton

Tutu Gorgeous STAND B43

Girls partywear for 3-8 years. Fashionable. Unique. British design. Tel: 0115 9215690 Email: enquiries@gsc-ltd.com www.tutu-gorgeous.com

Stonz

STAND VB5 Stonz makes fun, practical, stylish and innovative footwear and accessories that connect kids (along with their parents) to the great outdoors. Tel: +44 (0)207 738 0977 Email: jodi@thumptrading.co.uk www.stonzwear.com

Tutto Piccolo STAND G9

Tutto Piccolo showing its ability to design and make garments with loving care that give warmth and comfort. With unmistakable style to create designs for the whole childhood. Tel: +34 965 546 899 Email: info@grupotuttopiccolo.com www.tuttopiccolo.com

WoolLand STAND C40

WoolLand makes daily wear clothes of the purest and nicest 100% Merinowool and you only need to wear one layer of wool. The products are developed and designed based on the idea that wool garments can be presented much more interesting and delicate than traditional thermal wear you find in the market! Tel: 07730343404 Email: Herman@Houseofnordicbrands.com www.woolland.no, www.houseofnordicbrands.com

1 & 2 February 2015 Business Design Centre, London

Tutu skirt worn as a cape, ANGEL’S FACE, from £16, 01732 823700 White shirt, HEY JOE, £35.75, 07773 522012 Velour trousers, HEY JOE, £42, 07773 522012

WHITEOUT AUTUMN/WINTER 2015 COLLECTIONS

Grey dress with pink net tulle front detail, HUGO BOSS, price on request, 020 8964 8605

Merino wool grey shawl collar jumper, URBAN MERINO, £27.50, 020 3393 3003 Merino wool grey “trackies” with blue denim patches, URBAN MERINO, £26.50, 020 3393 3003

Knitted cardigan with hood, KIDSCASE, £25.70, 07970 383188 Grey stripe organic cotton shorts, KIDSCASE, £12.85, 07970 383188 Grey tights, COUNTRY KIDS, £3.95, 01883 740066 Wool knit collar in cream, LILWEN, £14, 07738 833681

Ivory merino wool felted jacket, LILWEN, £29, 07738 833681 Vintage matinee coat in organic cotton/merino wool, ARAVORE, from £35, 020 8347 5752 White tank top (worn underneath), ANGEL’S FACE, from £13, 01732 823700 Boucle skort, OH…MY!, £32, 020 7281 4141 Grey knee socks, COUNTRY KIDS, £2.50, 01883 740066 T-bar shoes, YOUNG SOLES, £32.50, 020 7749 0900 Collar, LITTLE TROLL, £8, 07821 319131 Cream pilot hat, ALBERT & VIKTORIA, £12, 07930 577605

Silver-grey party shirt in organic cotton with a silk finish, ARAVORE, from £20, 020 8347 5752 Grey jeans, HUGO BOSS, price on request, 020 8964 8605 Black shoes, YOUNG SOLES, £35, 020 7749 0900 Grey balaclava, ALBERT & VIKTORIA, £14, 07930 577605 Camouflage socks, COUNTRY KIDS, £2.25, 01883 740066

Grey silk dress, HEY JOE, £45, 07773 522012 Double buckle Mary Jane shoes, YOUNG SOLES, £33.50, 020 7749 0900 Grey knee socks, COUNTRY KIDS, £2.50, 01883 740066

Grey jumper with elbow patches, HUGO BOSS, price on request, 020 8964 8605 Straight-leg jeans in mustard, PIGEON, £15, 01865 379230 Charcoal grey/ziggy print Snooch neckwear, RED URCHIN, £5.95, 07810 565999

Floral blouse, BARBELINE, £17.50, 020 3723 3552 Floral trousers, BARBELINE, £17.50 , 020 3723 3552

Girl: Geometric motif tunic, OH...MY!, £38, 020 7281 4141 Geometric motif trouser, OH...MY!, £36, 020 7281 4141 Boy: Black print leggings, INDIKIDUAL, £11, 07882 178873 Owl mask, ANIMALESQUE, £22, 07599 160674

Photographs: SONYA HURTADO, www.sonyahurtado.co.uk Stylist: FRAN LEE, www.franleestylist.co.uk, www.productionelement.com Unless stated otherwise all prices are wholesale

MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK

MINI MODA Autumn/winter 2015 15-17 February 2015, NEC, Birmingham

Highlights of the children’s footwear collections available at this season’s Mini Moda, the children’s division of Moda Footwear. — LEA LELO Launched in 2004, Spanish kids’ footwear brand Lea Lelo has a successful following in France, Italy, Portugal and Greece, and is exported to over 20 countries. The label focuses on fun and comfortable shoes made using resistant, recyclable and ecological materials, with inspiration drawn from the company’s Mediterranean roots. — HAPPI JOEY Happi Joey’s latest offering is innovative, colourful and full of fun styles designed to appeal to children and parents alike. The new collection comprises eight different designs – all ankle boots – four for girls and four for boys, with each design available in two colours. The brand also has an extra small range of two designs, entitled The Great British. —

RICOSTA For girls this season, Ricosta offers a more subdued colour palette. Ankle boots are richly yet subtly decorated, with quality materials, textures and finishes blended with sparkly leathers. For boys, there is a new sturdy sole unit with a TPU toe cap and waxed leathers with contrasting stitching for a rugged outdoor look. The brand’s fashionable “sneakers” and trainers make a return, available in a wide variety of colours and textures. — DAISY ROOTS This season, a collection of furry boots is amid the offer from baby, toddler and young children’s shoe manufacturer, Daisy Roots. The range is available in three colourways – pink, white and leopard print – in sizes 0-6 months, 6-12 months, 12-18 months and 18-24 months. The furry boots are fleece lined with a non-slip sole and are presented in an organic gift bag. Also within the collection are chrome free soft leather shoes (pictured) and fleecy slippers. —

GIOSEPPO KIDS Gioseppo Kids blends urban and rock spirit with diamonds, beads and stars this season. Soles are thicker, while padded boots provide isolation. Other key features include colour, wools, tweed and animal print, while classic styling is renewed with metallics softened with sophisticated burgundy, navy blue and grey leathers. —

JANUARY/FEBRUARY 2015 - 56

MODA FOOTWEAR | WWW.CWB-ONLINE.CO.UK

PEDIPED US brand Pediped is introducing a new, smart collection for a/w 15. Using premium dew-washed leathers, the offer includes shoes, as well as ankle and long-leg boots, adding a new dimension to the UK Pediped collection. Core lines have been updated with vibrant new colours. Considerable focus has been placed on school shoes this season, with the collection doubled in size following a successful Back To School 2014. —

GUMBIES Gumbies focuses on a fusion of a Wellington and an Ugg boot this season, offering a lightweight, comfortable boot that is machine washable, non-toxic and made from animal friendly faux fur. The boot features a polyester shaft and a rubber sole for all-weather-wear and is available in pink, blue and as a unisex option, brown. The brand will also be showing its Islander flip flop range (pictured) for kids for the first time at the show. Featuring a soft thong between the toes, arched in-step and a rubber and jute sole, the Islander is already available in the brand’s adult range, but will be presented for the first time for kids. —

IGOR Founded in 1974, Igor is one of Spain’s top manufacturers of rain boots and jellies for women and children. Operating from the Alicante region of southern Spain, the Igor collection of Wellington boots and waterproof sandals is inspired by the latest fashion trends and comes in a range of colours. —

LELLI KELLY Italian footwear brand Lelli Kelly’s offer includes canvas shoes and trainers in darker shades suitable for the autumn season. Also key are party shoes, featuring sparkle and shine, interchangeable straps and kitten heels, the latter of which also features on some winter boots. —

BOGS For a/w 15, outdoor footwear brand Bogs has upped the vibrancy and designs of its kids’ collection. New to the range is the North Hampton, featuring a streamlined upper design with rubber trimmed handles for ease of taking on and off. Providing 100 per cent waterproof protection, plus insulation to -15˚C, moisture-wicking and odour-eating technology, the North Hampton comes in a variety of designs. Key styles for a/w 15 are the North Hampton Kaleidoscope (pictured) and the North Hampton Solid. — BOBUX Bobux’s X range, in particular the Xplorer style, will continue to be fundamental for a/w 15. Key designs include the gold Lucky Lace boot (pictured), the Eskimo, the Desert Explorer and the Aztec Rose style from the i-walk range and the Odyssey, Mayflower and Flutter boots from the Step Up range. —

JANUARY/FEBRUARY 2015 - 57

Little Baby Bundle CompanyÂšs beautiful handcrafted baby gifts have successfully achieved their aim of combining the world of beauty and functionality for new parents. Being able to create a beautiful gift thatâ&#x20AC;&#x2122;s functional and useful, to us makes perfect sense. As the business begins to expand, itâ&#x20AC;&#x2122;s evident that their customers appreciate and enjoy what it is to give and receive something beautiful that can also be used. Their online presence continues to become increasingly more prominent as they grow as a brand and their physical presence in stores is increasing as people are becoming more familiar with the brand. Tel: 0203 086 8818 Email: hello@littlebabybundlecompany.com www.littlebabybundlecompany.com

A bright and cheerful range of UK made t shirts, pyjamas and aprons from 0 - 8 years including our best selling birthday numbers range. Contact Karin for our wholesale brochure: Email: littlechook@gmail.com www.littlechook.co.uk See us at Bubble, Stand B8

Early Days, Baby Shoes for all Occasions

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BACK TO SCHOOL NOW IN STOCK M.Comar & Sons Ltd. Comar House 37 Broughton Street Manchester M8 8LZ Tel: 0161 834 8049 Fax: 0161 833 1798 Email: sales@comars.co.uk Website: www.comars.co.uk

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SCHOOLWEAR BUYER: THE LATEST NEWS AND OPINION FROM THE SCHOOLWEAR INDUSTRY

TRUTEX

63: News

64: Vision 2015 Members of the schoolwear sector reveal their New Year’s resolutions for business.

YOU MAY ALSO LIKE… 14: Open For Business Legal and retail business advice.

JANUARY/FEBRUARY 2015 - 61

SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK

Schoolwear NEWS: The latest news from the schoolwear industry LAW FIRM PROTECTS RIGHTS OF SCHOOL SPORTS SUPPLIER Law firm Clarion has successfully represented school supplier Falcon Sportswear following an infringement of its rights by a retailer selling counterfeit product among Falcon’s garments. Clarion’s intellectual property team liaised, initially with the retailer, and then with its representative, resulting in the counterfeit goods promptly being removed from the store. The retailer handed over the counterfeit stock to Falcon, paid the supplier damages, with costs recovered from the counterfeiter, too. “We weren’t prepared for our brand to be damaged,” says Falcon Sportswear’s MD, Leo Brumfitt. “We weren’t prepared for customers to be misled by another company copying our products. We take such matters seriously and, with Clarion’s help, were quickly able to resolve the issue, achieving the best possible outcome.” —

RICOSTA DEVELOPS SCHOOL SHOE COLLECTION Footwear brand Ricosta’s school shoe range is a key area for development for the label, with the company set to launch a host of new designs to meet increasing demand. Offering new styles and updated classics with a focus on fit and durability, highlights from the a/w 15 school shoe collection include smooth, full-grain leather shoes, Sympatex boots and waterproof sports-style shoes for boys. New additions for girls include a T-bar shoe, a twin Velcro waterproof boot and a zipped waterproof boot. Classic Mary Jane and lacing brogues in high-quality patent and nappa leathers also feature. Ricosta is represented by Footwear International, which celebrates being the brand’s UK agent for 30 years this year. —

NEWS IN BRIEF

TOUGHEES CELEBRATES SUCCESS IN UK MARKET In February, Toughees School Shoes will celebrate five years’ trading in the UK. Established for over 60 years in South Africa, where the shoes are still manufactured, Toughees has been distributed in the UK since 2010 and has been growing steadily since. Sharon New, director of New Brands, Toughees UK distributor, is looking forward to a celebratory New Year. “We reach a milestone in 2015 of five years of bringing the Toughees brand to the UK. The UK customer loves Toughees school shoes as we insist on high-quality leather, durability, style and comfort. Distributed UK-wide online and in over 100 stores, Toughees school shoes are going from strength-to-strength.” This year, Toughees is a finalist for the Footwear Industry Award for Best Children’s Footwear Brand as voted for by its customers. As well as plans to add further contemporary styles to the classic Toughees range in 2015, a Toughees school uniform range will also make its debut. —

PRINTWEAR SHOW TARGETS SCHOOLWEAR INDIES Printwear & Promotion Live will specifically target independent clothing retailers – particularly those in the schoolwear sector – with its garment customisation ranges. Taking place at Birmingham’s NEC on 22-24 February 2015, the trade show – which has been established for 26 years – has noticed an increase in visitors from the clothing retail sector in recent seasons. Last year saw 5,000 visitors attend the show, 15 per cent of which were schoolwear retailers. Almost half of all visitors attended to source embroidery machine supplies, leisurewear, sportswear and direct garment printing products. Under the schoolwear umbrella P&P Live! 2015 will play host to names including Balmoral Knitwear, Beechfield Brands, Blue Max Banner, BTC Activewear, Eskimo Epos, Finden + Hales, GForce Teamwear, Henbury, Mantis World, Rowlinson and Russell Europe. To further enhance the show this year, P&P Live! 2015 has also launched a new website and show app designed to connect exhibitors and visitors. —

— Following the Chancellor’s Autumn Statement announcement last month, Schoolwear Association chair Matthew Easter, stated, “Our members continue to face structural and economic pressures, not least unreasonable competition from a few overly powerful supermarket chains, so we welcome any measures to support small businesses. For years, we have lobbied for the exchequer to remove VAT on clothes for teenagers and more recently to introduce tax free school uniform

HEALTHY ADD-ON FOR SCHOOLWEAR SHOPS Recent arrival in the UK market through London based Bouncy Jam, the Yumbox is an innovative add-on product for schoolwear independents. The award-winning lunch box, available in two designs and seven colours, is designed to support nutritional balance, help with portion control, as well as being leak-proof. The lunch box helps school children to facilitate healthy eating via a pre-portioned, illustrated removable tray, which is divided into the key food groups: fruit, vegetable, grains, protein and dairy. All materials used in production of Yumbox are food-safe, BPA-free and phthalates-free. —

vouchers, for which we have a petition at http://epetitions. direct.gov.uk/petitions/65790.” — As an alternative to sending Christmas cards for 2014, schoolwear supplier Trutex opted to donate money to Cancer Research UK. The company donated £250 to the charity.

and school trips and were key concerns. The study, commissioned by teaching union the NASUWT, and which surveyed over 1,000 parents of children attending primary and secondary school, showed a third of parents think the cost of uniform is too high.

— A study to explore the factors affecting parents’ confidence in schools and colleges has revealed affordability of school uniform JANUARY/FEBRUARY 2015 - 63

PEOPLE | WWW.CWB-ONLINE.CO.UK

VISION 2015

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Whether you believe in “making resolutions” or not, drawing up a list of action points for your business can only be conducive when it comes to achieving goals. CWB speaks to members of the schoolwear industry to discover the resolutions they have made for their businesses in order to support commercial success in 2015. —

“Our New Year’s resolution for William Turner is to increase export sales by 10 per cent in 2015. We started to focus more intently on targeting customers overseas in 2014, and have been pleased with the success we have had so far. There is great export potential for us – particularly with our very sought-after ‘made in the UK’ ties and scarves. We have plans to focus on three main global areas for growth in 2015.” Andy Smith, sales director, William Turner

“My New Year’s resolution is to further build customer awareness and strengthen our presence as a supplier of brand quality ‘fit for purpose’ garments in the schoolwear market. I plan to achieve this through an enhanced level of customer service, combined with increased marketing activity. We are delighted to have built up a strong customer base in the short space of time that we have. However, we do recognise that as a relatively new supplier to the schoolwear market, even with our proven background as a garment fabric supplier for 50 years, that it takes time to become trusted as a safe pair of hands in a new market and to give customers the confidence to stock our products over and above other traditional brands. The demand for more technical and fitted garments is growing rapidly, and we want to lead that change with superior products and a high-calibre service. In 2015, we will be producing a more informative and stylish new brochure, including four new premium products. There will also be more detailed information about our supply chain, quality procedures and stock levels than before in order to help demonstrate why we have the experience and resources to be trusted. Additionally, increased marketing material and technical support will be available to help us develop long-term relationships with a variety of specialist retailers and brands.” Joel Chadwick, managing director, Chadwick Teamwear

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PEOPLE | WWW.CWB-ONLINE.CO.UK

“We have two resolutions this year, one is for the business-to-business face of the company and the other, for business to consumer. For the trade, we want to bring new products to the children’s stationery market and plan to do this through innovative designs that will encourage creativity and writing development. On the consumer front, we are going to attempt to find the oldest Helix pencil case! We plan to do this via social media and PR as part of the National Stationery Week campaign, which takes place from 27 April to 1 May 2015, and for which we are an official sponsor.” Lianne Granger, trade marketing executive, Helix Trading

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“I would like to focus on giving everyone in the trade a better understanding of all the good work that goes on within the Schoolwear Association. We can be guilty of not being the best self publicists, but it is important that the industry has a good idea about the work the Association is doing as it ultimately helps to drive the most support, which we need to ensure that we continue to be well represented in the media.” Matthew Easter, chair, The Schoolwear Association

“Our resolution this year is ‘to keep the customer at the forefront of our minds in everything we do.’ It is very easy for all our focus to be drawn into internal systems and processes, meaning we lose sight of our customers’ needs. For 2015 and beyond, we are focused on listening to our customers, providing them with the service that allows their business to function more efficiently. We want to be simple and convenient to deal with, providing orders on time and in full.” Mark Woolgar, operations manager, David Luke

“Top to Toe’s New Year resolution is to introduce a new system for co-ordinating our work internally. We need a functional, easy-to-use and time-saving system linking everything together – ideally in just the same way that the Top to Toe system organises our clients’ stock and websites.” Michael Bloom, director, Top to Toe

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“Toughees is a long-established, successful brand of school shoes, which has been manufactured in South Africa for 60 years. This year marks New Brands’ fifth anniversary distributing Toughees in the UK. Since the UK launch, we have been on a learning curve every day and, going forward, we are intent on continuing to learn more about our customers and their needs for the label. We also realise that our business is personal – it is not ‘just business’. Relationships with our customers, suppliers, investors and so on are the most important part of our success and we intend to work even harder this year to understand our customers’ requirements and subsequently develop products to meet these requirements. As a result, Toughees will be adding some great new styles to the 2015 range, so watch this space. Speaking more generally, we also believe in enjoying every moment, so we intend to continue with our light-hearted ethos and make every day count, asking ourselves, ‘What have we achieved, today?’ ‘Have we improved?’ Have we had fun?’ To sum up, our aim is to know more about our world than we did yesterday, grow our products and, consequently, our business relationships – oh, and having fun while we’re doing it.” Lincoln New, sales director at New Brands, the UK distributor of Toughees

“Our New Year’s resolution – or company vision for 2015 – is to achieve a positive customer satisfaction score of 100 per cent. We have been sending an annual survey out to all of our customers since 2003, with our most recent scores being 97.2 per cent in 2012, 96.7 per cent in 2013 and this year, we achieved 98 per cent. All of our staff are directly rewarded with extra holidays for high customer satisfaction scores, something we do to ensure that everyone in our business is totally customer focused. Our motto is ‘Be better’, and our holy grail is to achieve total satisfaction from all of our customers; for delivery to time, for quality, for customer service and for overall satisfaction. Customers will be getting the best possible service at all times, and for their efforts, our staff will all receive five extra holidays in the following year and, hopefully, for years beyond.” Donald Moore, managing director, Rowlinson JANUARY/FEBRUARY 2015 - 65

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CWB BUSINESS DIRECTORY ROCCAPINA AGENCY Agency representing high quality International brands offering classic, colourful and chic collections for ages 0-14 years. Covering the whole of the UK. LA QUEUE DU CHAT, BABINÉ BB, STURE&LISA, LEMON LOVES LIME, LOLLIPOP TWIRL, LEMON LOVES LAYETTE, GNU BRAND, BEBES CHIC Roccapina Agency, 8 Pembroke Close, Thrapston, Northants, NN14 4XJ Tel: 01832 776588 Fax: 01832 730188 Email: sales@roccapina.co.uk www.roccapina.co.uk

CHARVIN JAMES Specialists in emerging brands; children’s fashion and accessories. LES ENFANTINES, MARCHAND D’ETOILES, ANAISANDI, TOCOTO VINTAGE, TROIZENFANTS, OSCAR ET VALENTINE, CHARLIE CRANE, L’OISEAU BATEAU 10 Ledward Lane, Bowdon, Altrincham WA14 3AD Tel: 0161 900 2409 Email: karen.james@charvinjames.co.uk www.charvinjames.co.uk

WELDON AGENCIES Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe and Canada, catering for boys and girls 0 to 16 years. Styling from contemporary to traditional. FUN & FUN, LE CHIC, DEUX PAR DEUX, NO NO, BOBOLI, FOQUE, SARDON, LARANJINHA Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email: barrieweldon@btconnect.com, andrewweldon@btconnect.com www.weldonagencies.co.uk

VANHUIZEN AGENCIES Van Huizen Agencies is a young, fresh and vibrant agency, for the more discerning retailer requiring beautiful and unique collections. OILILY CHILDRENSWEAR, LIONS OF PORCHES, NOA NOA MINIATURE COLLECTION Unit 1, First Floor, Paragon Works, Wilsthorpe Road, Long Eaton, Nottingham NG10 3JW. Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk www.vanhuizenagencies.co.uk

TALKING POINT | WWW.CWB-ONLINE.CO.UK

IMOGEN THOMAS Designer of childrenswear brand Aribella and owner of Aribella Boutique. Imogen Thomas, model and former contestant in the reality TV show Big Brother, has launched childrenswear label Aribella, which is handmade entirely in the UK. Currently sold via Thomas’ own multi-brand childrenswear e-store Aribella Boutique, plans are to branch into wholesale for a/w 15. — Laura Turner: What’s the story behind Aribella? Imogen Thomas: I began designing the Aribella range at the start of spring, but encountered a few problems which meant it wasn’t able to go ahead when originally planned. However, the debut collection is now ready and I can’t wait to showcase it. It is absolutely beautiful, with a big focus on layering, dresses and cardigans. Garments are predominantly made from cottons and I opted for a pastel colour palette. The age range caters for 3-18 months, but the next collection will be available for ages 3 months to 3 years. I have a few pieces of each size, but for a/w 15 I want to launch the brand wholesale, so production will increase. We are hitting the trade shows this season and plan to speak to boutiques up and down the country about stocking Aribella.

before moving into the wholesale side. When we start wholesaling, we will concentrate on pretty dresses and a selection of cardigans. As time goes on, we will experiment a lot more with the collection.

LT: How would you sum up the look of the brand? IT: Aribella – a brand name I derived from combining my daughter’s name, Ariana, and my niece’s name, Isabella – is beautifully feminine. It’s all about bows and being pretty. It is very classic and simple in design, with lots of A-line dresses.

LT: Where do you hope to see the business in five years’ time? IT: I see us stocked in a lot of independent boutiques and, hopefully, larger stores. We have big plans for Aribella and are confident we can make them happen. We may look at opening an own-brand store one day, too, but for now our plan is to sell online and wholesale.

LT: Where is the collection produced? IT: I wanted my first collection to be handmade in the UK. It was very important to me that it was produced here, and an added advantage of it being handmade in the UK is that it has allowed me to get closer to the production and understand the industry as a new designer. I’ve experimented a lot more in the next collection.

LT: Apart from your own, which other brands does Aribella Boutique stock? IT: Oil & Water, Kissy Kissy, Maria Bianca, Pretty Originals and Carlomagno, to name but a few. LT: Which other childrenswear brands and children’s fashion stores do you admire? IT: I love Pretty Originals, Dolce Petit, Tutto Picolo, Miranda and Maria Bianca. They all produce beautiful pieces and I love the finishes. I do like high street stores, too, such as The Little White Company and Mamas & Papas.

NAME: Imogen Thomas DATE OF BIRTH: 29/11/82 PLACE OF BIRTH: Gorseinon, Wales NOW LIVES: London

LT: How involved are you with the design? IT: I’m involved 100 per cent. I come up with the designs, then meet with my designer, and together we work on choosing fabrics and colours. LT: Which is your favourite outfit from the Aribella collection? IT: I love the Valentina cord dress, Antonia flower top and Fiorella top, but I love them all! The Ariana hair bows are a favourite with our customers, too. LT: Are there any plans to expand the range over time? IT: The plan is to wholesale. This was always the plan, but I wanted to open the boutique to have a feel for the industry and retail first JANUARY/FEBRUARY 2015 - 70