CWB Schoolwear

March/April 2014

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' ))# (" 40: News 43: Going the extra mile Plans for school bag supplier Marathon as the company celebrates 25 years in business.

46: Play to your strengths Schoolwear independent Brenda’s on restructuring the business to pave the way for future growth Also, don’t miss: 12: Open for Business Legal and business advice plus industry opinion 24: The reality of UK manufacture Findings from the recent ASBCI conference

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CHARLES KIRK

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March/April 2014

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ď€&#x;ď€?ď€•ď€›ď€›ď€˜ď€˘ď€’ď€Žď€? ď€žď€•ď€›ď€˘ď€€ď€˜ď€–ď€™ď€–ď€&#x; The Schoolwear Show Limited is the new, simpler company name for the organiser of The Schoolwear Show, formerly known as Force 12.

In line with the new company name, there is a new logo, and general enquiries should now be directed to cath.gibson@theschoolwearshow.co.uk.

The Schoolwear Show, which is selling well in advance of the 2014 edition on 12-14 October 2014 at Cranmore Park, Solihull, will soon be open for visitor online registration at www.theschoolwearshow.co.uk.

ď€&#x;ď€? ď€&#x;ď€’ď€Łď€€ď€œď€?ď€&#x;ď€?ď€–ď€Žď€˜ ď€?ď€’ď€žď€œď€›ď€šď€žď€–ď€?ď€–ď€˜ď€–ď€&#x; Specialist schoolwear provider Trutex has launched an information video on YouTube to illustrate how it has gained carbon neutral status.

The video explains the process involved, from the extensive auditing program undertaken

by The Carbon Footprint Ltd in line with ISO14064 and the Greenhouse Gas Protocol through to Trutex’s investment in a Verified Carbon Standard (VCS) project to offset its emissions.

It also highlights other eco-friendly facts about the company, such as only using paper from sustainable forests for its brochures and literature, resulting in 1,453m of forest preserved since 2011.

 ��

ď€Žď€˜ď€&#x;ď€?ď€&#x;ď€?    Keynote speaker and digital commerce expert Warren Knight is encouraging independent retailers to explore the “underpublicised reserves of knowledge and cashâ€? that he says are available for SMEs. Knight, whose own businesses have benefitted from assisted funding – one receiving ÂŁ150,000 SEIS investment and a second launched with a ÂŁ5,000 Start Up Loan – admits banks are reluctant to pay out, and advises SMEs to look at forms of asset-based finance. “Around 336,000 of UK SMEs applied for bank loans between Q3 2011 and Q2 2012, and 23 per cent of these were rejected. However, with all these government-run initiatives available, you as a business owner can get the funding and investment you need to grow your business,â€? he says.

Independent retailers can, for instance, apply for a Growth Accelerator loan and match-funding of ÂŁ2,000, a Start Up Loan of up to ÂŁ15,000 and, with the Seed Enterprise Investment Scheme, they can receive ÂŁ150,000 from angel investors.

ď€?   ď€¨ď€Źď€ƒď€€ď€­ď€Źď€¤ď€€ď€­ď€Ľď€€ď€˛ď€§ď€¤      ď€Źď€Łď€ƒď€€ď€¨ď€ąď€€ď€˛ď€­ď€€ď€Şď€­ď€ąď€¤ď€€ď€˘ď€­ď€Źď€˛ď€°ď€­ď€Şď€€ď€­ď€Ľď€€ ď€‡ď€†ď€€ď€­ď€Ľď€€ď€¨ď€˛ď€ąď€€ď€ąď€˘ď€§ď€­ď€­ď€Şď€ąď€€ď€Ľď€­ď€Şď€Şď€­ď€ľď€¨ď€Źď€Śď€€ď€˜ď€Ľď€ąď€˛ď€¤ď€Ł    ď€˛ď€§ď€¤ď€€ď€‡ď€†ď€€ď€ąď€˘ď€§ď€­ď€­ď€Şď€ąď€€ď€¨ď€Źď€€ď€Żď€łď€¤ď€ąď€˛ď€¨ď€­ď€Źď€ƒď€€ ď€?   ď€¨ď€Źď€¨ď€Źď€Śď€€ď€ˆď€Šď€€    

ď€?ď€˜ ď€?ď€?ď€&#x; ď€?ď€?ď€&#x;ď€?ď€&#x; Blue Max Banner has pledged its support to a group of schoolchildren who performed in a concert at the Royal Albert Hall earlier this month, celebrating 30 years of music making.

The supplier’s support comes in the form of printed Champion T-shirts, which have been donated to the Berkshire Maestros, a charity dedicated to the support and development of young musicians throughout Berkshire.

Over 1,800 children from 63 Berkshire schools – primary, secondary and special – took to the stage wearing the donated T-shirts at the Royal Albert Hall. “Not only is it wonderful to be able to help with such a worthy cause, but an event of this magnitude and prestige offers a fantastic platform for us to showcase the possibilities of the Blue Max Banner business,� says Blue Max Banner MD Nigel Plenderleith.

ď€&#x;ď€?ď€?ď€? ď€?ď€•ď€›ď€›ď€˜ď€€ď€? ď€? School uniform and its links with behaviour and discipline will be under scrutiny as the chief inspector of Ofsted launches a rolling programme of unannounced visits to schools where standards of behaviour are cause for concern.

Tackling what Ofsted describes as “a culture of casual acceptance� of low-level disruption in schools, the visits will be on the basis of parental concerns and evidence gathered from previous inspections. The visits will look at a wide range of evidence to reach a judgement on the standards of behaviour, including an assessment of the culture of the school and observing pupils’ behaviour in the classroom, between lessons, during breaks and after school.

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March/April 2014

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Independent retailers face fierce competition from big chains all year round but, of course, for school uniform specialists, the heat gets turned up every summer. Claims that school uniform is expensive get blown out of proportion and play into the hands of the big stores, who often only stock school uniform for around six weeks or so per year, and who are unable to provide the specialist service independents offer or stock all sizes and all colours of uniform all year around. This year, the Schoolwear Association is again campaigning to put the facts straight.

Hard-pressed parents can easily be swayed by chain-store offers of loss leading, cheap uniform. Meanwhile, schools with a sole supplier relationship face pressure to provide more than one supplier. Of course, this is bad news for independents, but it is also bad for schools and parents who often find themselves caught between two suppliers. A sole supplier has to have the commitment to clothe every child in the school – whatever their needs. When there are several suppliers, they all have to guess what stock to carry and some children can “slip through the cracks� when availability can become an issue.

The Schoolwear Association promotes that a quality uniform that is specific to a school has numerous benefits for parents, schools and students. It may cost a little more than “cheap grey wear�, but the Association maintains it is money well spent. So its message to parents is this, “Your child is worth it.�

The Schoolwear Association represents all those involved in the supply of school-specific uniform, including retailers, direct-to-school suppliers, manufacturers, distributors, wholesalers, suppliers, decorators, agents and schools. Its role is to promote the benefits of school-specific uniform to schools, parents and students. It believes that a distinctive uniform aids a child’s sense of belonging, and is good for security in and out of school, and its research shows that parents and teachers agree.

SCHOOLWEAR ASSOCIATION INITIATIVES FOR 2014: Study shows school uniform is affordable The Association investigated uniform at top state schools in England and discovered that all of the top 20 schools have a uniform, and the cost of a complete daywear outfit ranges from ÂŁ34.99 to ÂŁ126.20. The Schoolwear Association will use this research to back up its case that school uniform is reasonably priced and strongly associated with good education.

Regular communications The Schoolwear Association endeavours to send email communications on issues pertaining to the industry. Regular fact sheets and press information is available to all members, with the Association also keeping a press-cutting service to ensure it can keep members updated.

Talk to the head teacher The Schoolwear Association sends out regular communications to head teachers to provide advice on subjects such as how to specify uniform and to protect their school badges from copyright infringement. It also helps them to build the case with parents for good-quality schoolwear with a series of fact sheets.

Video The Association’s YouTube video, which already has more than 500 views, shows parents discussing the benefits of school uniform and debating their preference for school-specific uniform over “grey wear�.

The video can be viewed at youtube.com/watch?v=8gp-6xOPc3A.

Working with the media The Schoolwear Association is inviting bloggers and regional journalists to an informative participatory event to show the effort that goes into creating quality school uniform – from fibre and fabric to garment delivery. This is just one of a whole host of media relations initiatives under way, set to raise the profile of the Association and present its argument to millions of newspaper and magazine readers, digital media users, and broadcast viewers and listeners. In the past 12 months, the Association has been featured on Simon Mayo’s BBC Radio 2 Drivetime show, in The Independent and Metro, and in At Home and Reveal magazines.

Getting involved The Association is also appealing for members to join its regular meetings, which are run by its volunteer executives from across the industry. Regional meetings are planned for this year, alongside the Association’s annual fundraising evening – taking place on Monday 13 October – which coincides with The Schoolwear Show, with the fundraiser taking place in close proximity to the exhibition’s venue.

If you have not yet joined the Schoolwear Association, your support would be valued.

The Association is run by its members for its members. Established in 2006, it now has well over 200 members, representing all areas of the UK school-specific uniform trade.

Member benefits include free media support, advice and fact sheets. Find out more at www.schoolwearassociation.co.uk.

Connect with the Schoolwear Association: Facebook – www.facebook.com/SchoolwearAssociation Twitter – @SAschoolwear

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When it comes to school uniform and accessories, products have to be of high quality if they are to withstand the daily rigours placed on them by pupils. Additionally, with the Prime Minister’s former policy chief Paul Kirby’s proposal for the General Election in 2015 that “from September 2016 all state-funded schools will, by law, provide 45 hours of education per week for 45 weeks of the year�, children could, potentially, be putting their school uniform through even more wear and tear. This would bring the

issue of quality schoolwear even further to the fore and, subsequently, for suppliers of school bags, longer school days would see students carrying more belongings for longer lengths of time, seeing the need for quality, comfortable and back-healthy school bags needed more than ever before.

Even without the added hours of the proposed extending school days, I myself can vividly remember struggling at secondary school with a bag full of heavy books and the back pain

that followed from carrying them daily.

Nowadays, however, there are bags on the market that ensure back pain doesn’t need to be part of a school child’s daily life, with one such supplier being Marathon.

Marathon has been supplying schoolbags to thousands of schools in the UK for 25 years, providing a wide range of durable products that are both comfortable and practical to use as well as gentle on growing bodies. The company was established in Staines in 1989, >>>

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MARATHON CIRCA 1990

founded by an Australian family that also owned Spartan, a leading school bag supplier in Australia. As the business grew, it moved from Staines, first to Chertsey and then to Weybridge, where it has remained at its current, purpose-built factory in Brooklands, since December 2008.

In September 2013, the company was bought

by Surrey couple Janet and Sean Fay, who were more than familiar with the Marathon brand, having been loyal customers of its products for many years. The addition of the Fays sees new blood brought to the business, complemented by the strong foundation of the existing management team, which continues to run the company, headed by Nina Cassidy who, together with other key team members, has been managing the firm since 2009.

Much has happened since the launch in 1989, with the business evolving considerably over the years. In terms of product, Marathon designs its own, made exclusively by the company’s factories and printed at its facility in Weybridge. The product offer, which covers school bags and also accessories such as hats, pencil cases, water bottles and art smocks, is broad. It offers two ranges of school bags – The Performance Range and The Attitude Range – both of which encompass the full spectrum of school bag requirements, from nursery through to sixth form students, including back packs, book bags and sports bags. The Performance Range, as the name suggests, is Marathon’s premium line of bags, all designed with performance in mind in terms of quality, durability, design features and aesthetics. The Attitude Range, meanwhile, caters for the more budget conscious, but maintains the supplier’s standards in terms of quality, manufacture and design.

With regards to the aforementioned features, ergonomic design is key, with all Marathon’s products ergonomically created following years of research in association with leading academic, chiropractic and physiotherapy institutions. The product offer also includes two bags endorsed on the UK market to help support children’s backs and minimise back problems. The ChiroPak is proven to reduce the incidence and severity of neck and back pain associated with the carriage of heavy loads such as school books and laptops, therefore best suited to teenagers, and is endorsed by the Chiropractors Association of Australia (CAA). The design of the bag was developed hand-in-hand with the CAA, Macquarie University, and Spartan/Marathon.

Research by the University proved that wearing the bag correctly reduces the incidences and severity of neck and back pain, with the CAA endorsing the bag on this basis. The PhysioPak III, meanwhile, caters for younger children and is proven to minimise harmful postural response and significantly reduces associated back pain, neck pain and minor spinal injury. It is endorsed by the Australian Physiotherapy Association (APA), and was designed jointly with the APA and the University of South Australia.

Other core products, alongside the endorsed bags, include the LitePak, a backpack with an ergonomic design that shares many of the same back-care features of the ChiroPak and PhysioPak III, and is available in three different sizes and multiple colours. The supplier’s signature sports bag – the Olympic – is another bestseller, offering a classic design tailored to accommodate sports kits but still fits into school lockers. Key styles within the accessory bags are the Book Folio

and Marathon’s boot/swim bag.

Another USP of Marathon is its warranty – the supplier offers either a three-year or one-year warranty against faulty workmanship on all of its non-accessory bags. It also holds stock in its Surrey warehouse, prints to order on-site – keeping the delivery time from order to delivery as short as possible – and offers in-house artwork design and printing, including screen printing, heat transfer and embroidery.

Although the schools sector is a marketplace with which the business is more than familiar, with Marathon building up a loyal customer base over the years, the company made the decision to make its Schoolwear Show debut in October 2013. This was part of a marketing and brand awareness activity, with the exercise allowing the business to successfully market the Marathon brand more widely.

Going forward, in addition to several product upgrades and improvements scheduled for later in the year, the company aims to continue growing and expanding its customer base, product range, and broadening the recognition of the Marathon brand while remaining a UK, family owned and run business. Part of its strategy includes launching a new website, with Marathon having appointed a web designer, which it is currently working with to refine specifications. The supplier’s intention and brief is that the new website will be dynamic and relevant to the brand, providing customers with a much more user-friendly tool, with the first phase of the relaunch scheduled for spring. Additionally, Marathon will be working on marketing activities, events, and offers throughout the year to mark its quarter-century anniversary, so watch this space...

BACK TO SCHOOL

LACE WHITE PLIMSOLLS Majorettes, Entertainers & Morris Dancers Sizes: Baby 4 to adult 8

SHOE BAGS Colours: Black, Navy, Red, Royal, Burgundy & Bottle Green

P.E PLIMSOLLS Gusset & Velcro Sizes: Baby 6 to adult 10 in Gusset From Baby 6 to large 6 in Velcro

FOR ALL ENQUIRIES CONTACT SALES M.Comars & Sons Ltd Comar House, 37 Broughton Street, Manchester M8 8LZ Tel: 0161 834 8049 Fax: 0161 833 1798 Email: sales@comars.co.uk www.comars.co.uk

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# (&"( " %& '$ & %         Established in 1949, Brenda’s Schoolwear is a well-rooted independent retailer in Surrey, servicing the North-East Hampshire, Surrey, and Berkshire borders. Over the last 10 years, it has cultivated its stock to give parents the complete school offering of uniform, footwear, coats, bags, stationery, sports accessories and items for other extra-curricular activities, which it provided until January 2014, via two shops based in Farnborough and Camberley.

Like any savvy independent retailer, the management behind Brenda’s Schoolwear is constantly working on moving the business forward. Over recent years, the main focus for development has been centred on its retail outlets, namely attempts to relocate the Farnborough store to larger premises. Despite years of hunting, however, the search for a suitable property proved fruitless so, in January 2013, the business went back to the drawing board. Possibilities for the future of the retailer were dissected, a number of potential properties located between Farnborough and Camberley were assessed, as was the possibility of moving both shops into one, larger store. Nevertheless, after much deliberation and years of research, Brenda’s Schoolwear management came to the conclusion that they already had what they were looking for.

“What made most sense to us was just to merge the Farnborough shop into our much larger, already existing Camberley store,” says Steve Optix, a partner at Brenda’s Schoolwear. “The plan was always to open further stores in surrounding areas, but it became obvious that this could easily be the undoing of the business.”

By reinventing its existing business and merging the two stores, Brenda’s Schoolwear has achieved the development it has sought for years, without the risk of raised overheads and massive investment. Housing one united team of staff, the newly improved Camberley

shop has been refreshed with extra tills and counters to enable pay points on both of its floors as well as additional changing room facilities and seating to accommodate the extra business during peak selling periods.

As well as the recent change to its retail structure, at Optix’s own admittance, the whole business dynamic of Brenda’s Schoolwear has altered massively over the years. A business model that worked in 1949, for instance, is going to be very different to the one required to run a successful independent schoolwear business today.

“Epos systems have economised the stock holding side of things, creating less unnecessary overspend and having more consistent stock levels,” he says. “Barcodes have made the service flow of customers more efficient, increased till points and have reduced bottle necks during peak seasons.

And, as uniforms have become more elaborate over the years, it has certainly been to our benefit that many schools feel they can no longer cope with holding their own stock, projecting ordering and dealing with sales and cash handling, and so are passing the business on to experienced companies such as ours to deal with.”

Online is another factor that Optix highlights as contributing to changes in the business model of selling schoolwear today.

For Brenda’s Schoolwear, its online presence is key, to the extent that the retailer now considers the store as much a shop front for the online operation. Optix’s view is balanced when it comes to the selling of schoolwear online and, while he admits the e-commerce side of the business does take some footfall away from the bricks-and-mortar store, it also enables him to suggest products and add-ons to customers purchasing online, much in the same way as staff would in his physical store.

With its proactive approach to commerce, Brenda’s Schoolwear employs every available

opportunity to develop its business. It is a strong supporter and participator of community events and heavily utilises social media. The latter being something Optix notes as a “huge aspect” of the business, with customers and schools able to find the business on Facebook, Twitter, Pinterest, Flickr and Wordpress, where Optix has his own blog, The Life and Times of an Independent Schoolwear Retailer.

“We try to operate with maximum transparency to our schools and customers and, as well as obvious messages, we can communicate via these [social media] mediums,” he says. “It helps customers to understand our business and some of the issues we face.”

As well as the underlying aim of continuing to solidify its market position and grow at a manageable rate, Brenda’s Schoolwear’s pursuit to remain ahead of current in-store and online retail trends continues. Optix, for instance, is looking into the possibilities of introducing in-store iPad ordering and stock-checking points, as well as further developing the online service to create a more intuitive shopping experience for customers.

While Brenda’s Schoolwear may have changed and evolved in many ways over the years, one element that remains steadfast is the retailer’s mission statement – “To deliver quality schoolwear and associated product at a reasonable price in a friendly and well-stocked store.” Its three main facets – quality, service and price – remain the number-one focus.

“Our short-term aims are to continue to constantly tweak and fine-tune our operations to become as dynamic and efficient as possible,” says Optix. “This is something that has been an ongoing undertaking for the last 10 years so, ultimately, short-term aims are a big part of our long-term aims.

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March/April 2014

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0: 1 + in the Family, 0034 600420873, www.onemoreinthefamily.com • 1 Two Kids, 01383 735134, www.1two.co.uk A: Amy & Ivor, www.amyandivor.com • Angulus, 020 8987 8313, www.angulus.dk • ASBCI, 01422 354666, www.asbci.co.uk • Attic, 01202 669201, www.attic-textiles.com • Ava & Luc, www.avaandluc.com B: Bamboo Baby, 07771 933045, www.wholesale-baby-clothes.co.uk • Barbour, 07725 596659, www.barbour.cm • BbK, 07909 900700 • Beau Loves, 07903 949650, www.beauloves.co.uk • Bejaks, 020 7666 3210, www.bejaks.com • Belle & Boo, 0117 924 6382, www.belleandboo.com • Bobux, 07808 730176, www.bobux.com • Bogs, 0800 032 3505, www.bogs.com • Bonnie Baby, 01273 227779, www.bonniebaby.co.uk. • Bundgaard, 020 8567 2384 • Butler, 01604 876800, www.butlerboot.com C: Camper, 020 7313 7510 • Chapter 2, 07855 750277, www.chapter2kids.com • Chipmunks, 01925 710110, www.chipmunksfootwear.co.uk D: David Charles, www.davidcharleschildrenswear.com • Didriksons, 01275 390451, www.didriksons.com • Diesel, www.dieselkid.com • Dr Martens, 01933 663281, www.drmartens.com E: Emel Shoes, 07788 628949, www.emelshoes.com • EMU, 020 7713 2080, www.emuaustralia.com F: Fendi Kid, 0039 07312301, www.simonetta.it • Froddo, 07796 766669, www.froddo.net • Frugi, 01326 572828, www.frugiwholesale.com G: Garvalin, 07822 937370, www.garvalin.com • GBB, 07834 862770, www.wingategb.co.uk H: Hengst, 01785 662102, www.hengstfootwear.com • Hilda.Henri, 0043 6602954590, www.hildahenri.com • Holly & Beau, 01328 830820, www.hollyandbeau.com • Hug and Hatch, 01306 877665, www.heritage.com I: Ima, 0034 958794469, www.imaforkids.com • Izzy Melody, 07528 794496, www.izzymelody.co.uk J: Joules, 01858 435261, www.joules.com K: Kozangian, 07462 400412, www.kozangian.com L: Lazy Francis, 07525 936058, www.lazyfrancis.com • Lea Lelo, 07761 437793 • Lilly + Sid, 01788 332278, www.lillyandsid.com • Little Green Radicals, 020 7733 6402, www.littlegreenradicals.co.uk • Little Remix, 020 7148 6394, www.designersremix.com • Love Keep Create Love Frankie, 07940 421812, www.lovefrankie.com • Lucypeachslice, 07798 771739, www.lucypeachslice.com • Luluzulu, 01890 771298, www.luluzulu.com M: Marathon School Supplies, 01932 359188, www.marathonss.com • Me Too, 0045 76412900, www.metoo.dk • Mini A Ture, 020 7348 7316, www.solobi.co.uk • Molo, 020 7250 0569, www.molo-kids.com • Mousehouse, 01606 868000, www.mousehousegifts.co.uk N: Nixie Clothing,www.nixieclothing.com P: Pediped, 07703 856072, www.pediped.com • Picaloulou, 01208 814392, www.picaloulou.com • Pineapple, 01992 769612, www.pineapplefootwear.com • Pippo, 0191 246 1474, www.pippofootwear.com • Piupiuchick, 0035 1220933761, www.piupiuchick.com • PL Child, 020 7034 0035, www.pinklining.co.uk • Pod, 01234 240440, www.pod-footwear.com • Primigi, 020 8567 2384, www.primigi.com R: Raspberry Plum, 07516 920347, www.raspberryplum.com • Ricosta, 0116 259 7427, www.ricosta.com S: Shepherd of Sweden, 01455 891711, www.shepherd.nu • Silly U, Simonetta, 0039 07312301, www.simonetta.it • Skechers, 01707 655955, www.skechers.co.uk • Snoozy, 0046 730492155, www.snoozy.com • Sorel, 07814 976777, www.sorelfootwear.co.uk • Superfit, 07775 995547, www.superfit.at T: Tootsa MacGinty, www.tootsamacginty.com • Tour of Glastonbury, 01934 733700, www.tourofglastonbury.com • Travis Designs, 01442 289898, www.travis.co.uk V: Valeria Couture, 0034 617412378, www.valeria-couture.com W: Wild Things Funky Little Dresses, 01254 830735, www.wildthingsdresses.com Y: Young Soles, 07515 369391, www.youngsoles.co.uk

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ACCESSORIES

ACCESSORIES

CARRIER BAGS

SCHOOLWEAR

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

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

SCHOOLWEAR

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

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

SCHOOL TIES



BABY & KIDS SHOES

WILLIAM TURNER & SON

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

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

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

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

 

  

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

 

 

   

• Soft Leather Shoes • Handmade in England • No Minimum Order

Tel: 01509 817600 www.starchildshoes.co.uk

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SOUTH WEST

�  

  The Old Barn, Shurnhold Farm Business Park, Bath Road, Melksham, Wiltshire SN12 8DF Tel: 01225 700699 Mobile: 07785 290154 Email: Monique@vanhuizen.co.uk Web: www.vanhuizen.co.uk www.oililybag.co.uk MIM-PI, PAGLIE

 

IRELAND

ď€&#x;ď€?



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



40 Bedford Street, Belfast BT2 7FF Tel: 0044 28 90236330 Fax: 0044 28 90236330 Email: nuala@mckenna.orangehome.co.uk EMILE-ET-ROSE, KANZ, LILLY & SID, HATLEY, LOFFF, STEIFF, STARDUST FIRST COMMUNION DRESSES, FIRST OCCASION CHRISTENING WEAR, TORRES DRESSES High quality children’s fashions for babies, boys and girls up to 14 years - specialising in occasionwear.

Showrooms in Belfast, Dublin, Cork & Limerick.

NORTH EAST

 Showrooms will be held in Leeds, Manchester and London for further info contact Bib Sohel Tel 07850 754 853 email bib.sohel@sky.com DESIGUAL, FORE!! AXEL AND HUDSON, LEMMI, BEBE BY MINIHAHA, DARCY BROWN, SUGARLOAF KIDS, MINI VANILLA, MINI ZZZ A diverse selection of highly desirable brands for UK independents and stores from baby to 16yrs.

European distributor for Fore!! Axel and Hudson.

NORTH WEST

   Weldon Agencies, Carr House Business Centre, Carr House Lane, Bretherton, Lancashire, PR26 9AR Tel: 01772 603912 Email: barrieweldon@btconnect.com www.weldonagencies.co.uk NO NO, S & D LE CHIC, DEUX PAR DEUX, ABSORBA / CONFETTI, BOBOLI, POM POM, FUN + FUN, FOQUE Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe and Canada, catering for boys and girls 0 to 16 years. Styling from contemporary to traditional.

5 Evelyn Grove, Ealing, London, W5 3QG Tel: 0208 992 0552 Mobile: 07860 230918 Fax: 020 8993 6568 Email: Nigel.Ross@btinternet.com Web: www.minizzz.com CATYA (IT), MINIZZZ Manufacturers’ and Distributors’ Agent - Northern and Southern Home Counties, including London Postal districts. NCWA and APSA member.

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

    19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458 Email: shoes@breitensteins.com clothes@breitensteins.com ANGULUS AND BOBUX SHOES, CLOTHES FROM CHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDREN’S WEAR An agency representing classic, stylish and contemporary Danish children’s clothing and shoe brands. Plus the best baby shoes from New Zealand.

MIDLANDS

    Unit 1, First Floor, Paragon Works, Wilsthorpe Road, Long Eaton, Nottingham NG10 3JW. Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk Web: www.vanhuizenagencies.co.uk OILILY CHILDRENSWEAR, ROOM SEVEN CHILDRENSWEAR, PERSNICKETY CHILDRENSWEAR ROOM SEVEN KIDS INTERIORS, BEDDINGHOUSE KIDS BEDDING

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

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

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

(%') $'%&("$      

Laura Turner: What is the ethos behind Tootsa MacGinty?

Kate Pietrasik: I have very strong opinions about how we dress our boys and girls, and those opinions are paramount to Tootsa MacGinty’s design philosophy. Clothing for children, I believe, ought to be made for sturdier purposes than the changing vagarities of fashion. I also believe gender stereotypes have a harmful effect; boys are encouraged to be aggressive and active, whilst girls are expected to play a more passive role, with much emphasis placed on beauty and their looks. As a result, as well as being very stylish, the collections are always gender neutral – or unisex – hardwearing and colourful. Additionally, due to the concerns I have about mass-produced throwaway fashions, it is important that the clothes I make have more than one life, so they are always designed and built to be handed on to younger siblings or friends.

LT: What inspired you to launch a childrenswear brand in the first place?

KP: It’s a cliché, but becoming a parent.

Shortly after having my daughter I moved back to London after living overseas since my late teens. When shopping for her, I was shocked by the stark gendering of clothing and toys for children on the UK high street, so I set about creating an alternative.

LT: What was your background prior to launching Tootsa MacGinty?

KP: I previously worked as a womenswear designer; mainly for sport and streetwear brands. The experience I gained then has been invaluable to my own business. I use the same factories and suppliers for Tootsa MacGinty that I worked with at some of the world’s top streetwear brands, for instance.

LT: How would you sum up Tootsa MacGinty’s offer?

KP: Each collection is quite wide ranging, and predominantly knitwear, jerseywear, denim and outerwear styles. Almost immediately it became evident there was a real appetite for our colourful knitwear, and so these machine washable knitted jumpers quickly became our signature piece. Initially, we started out designing for pre-school children, but now the collections is available up to eight years. Also, having heard “I wish that came in my size” so

often, we have also developed a limited edition, adult-sized version of our bestselling jumper.

LT: Do your own children inspire your work?

KP: Absolutely! It was my desire to give my daughter a childhood free from restrictions that gave me the initial idea to begin a unisex childrenswear label. She now road-tests many of my designs and, needless to say, first prototypes are always in her size.

LT: What is your favourite Tootsa MacGinty piece to date?

KP: Our best selling jacquard knit fox jumper, which has taken on a few different reincarnations over the seasons. The fox wore its own Christmas jumper last winter, and is seen wearing an iconic “I love NY” T-shirt for our s/s 14 collection entitled Summer in the City.

LT: Which other childrenswear brands do you admire?

KP: Any that don’t conform to gender stereotypes and offer good quality, stylish design; Petit Bateau, Imps and Elfs, Munster Kids and Mini Rodini, to name a few.

LT: What are the plans for Tootsa MacGinty?

KP: We are always brainstorming ideas for the future. I recently got quite animated about the possibility of tackling homeware, and I’d quite like to have a go at designing a collection for the challenging “tween” market. I’ve also just begun working with sales agents, so I am excited by the prospect of reaching a wider audience with increased sales.

          