CWB 111

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

cwb-online.co March/April 2018 Issue 111 £9.95

INTERIOR DESIGN FOR KIDS CWB’s pick of kids’ decor A NEW START Start-Rite CEO Ian Watson on the company’s rebrand TALKING POINT How accessories brand Rockahula Kids plans to grow, with ethics at its core

Incorporating

SCHOOLWEAR BUYER:

CONTENTS | CWB-ONLINE.CO

CONT ENTS:

12

30 39

REGULARS

FEATURES

05: Comment

16: Twenty questions with…

Iza Minkiewicz, owner of Blue Almonds and winner of Best Baby Store in the CWB Independent Retail Awards 2017.

06: News 08: NCWA 10: Legal advice Top tips for terminating agents – what principals need to know.

12: Retail Therapy Store profiles and retail news.

14: Brands to Watch Editor’s pick of brands.

38: Style guide Wellington boots.

39: Laura loves The coolest products for kids.

50: Talking Point Q&A with Harriet Jones, founder of Rockahula Kids.

18: A new start Q&A with Ian Watson, CEO of Start-Rite Shoes.

20: Pitti Bimbo a/w 18 Highlights from this season’s show.

21: The art of pop-up Ten tips on how to run a successful pop-up.

22: Bubble showpieces CWB’s favourites from this season’s Bubble London.

24: Best foot forward Buyers’ favourite footwear styles from Bubble London a/w 18.

28: What’s hot for 2018?

The biggest apparel trends for 2018.

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30: Interior design for kids The latest kids’ decor collections.

36: Harrogate International Nursery Fair CWB’s product picks available at this month’s show.

SCHOOLWEAR 42: News 45: The business of ethics With companies increasingly held accountable for their social and ethical responsibilities, Luke Conod, owner of School Uniform Shop, discusses best practice in the schoolwear industry.

Front Cover image: Home by Door 0031 6 55168 618 / door@homebydoor.com www.homebydoor.com UK agent: Little Icons, nicky@littleicons.co.uk MARCH/APRIL 2018 - 03

www.julietwiolandphoto.co.uk

See things differently... #discoverbubble 15 & 16 July 2018, Business Design Centre Apply for a stand at bubblelondon.com

COMMENT | CWB-ONLINE.CO

COM MENT: Spring, the season of new beginnings.

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As we round up the a/w 18 season, our attention is drawn to fresh ideas and exploring new business ventures; opportunity is an underlying theme of this March/April issue, I feel.

While we are first and foremost a children’s fashion title, the industry we cater for is evolving and so with it our content. As childrenswear independents continue to broaden their offers beyond kids’ fashion, more and more childrenswear brands are introducing lifestyle ranges – often homeware – to meet demand.

At this season’s Bubble London, for instance, we saw the exclusive launch of luxury childrenswear brand Rachel Riley’s first home collection. Party and lifestyle brand Meri Meri has also just branched into children’s homeware, while children’s apparel and footwear brand Poco Nido is launching home products for the first time in May, with plans to grow this area of the business.

Children’s decor is unquestionably big business. So, whether you’re thinking of testing the market by making a few homeware additions to your store, or you already have and are on the look out for more, take a look at our feature on page 30, which will hopefully provide some inspiration.

Something else we’re seeing more and more of are pop-up events. It could be an online store looking to bring their product closer to the customer, a bricks-and-mortar retailer testing out a new location, or a brand launching a new range or seeking to raise awareness; whatever the motive, pop-ups

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 Designers Michael Podger mick@ras-publishing.com Clive Holloway clive@ras-publishing.com James Lindley james@ras-publishing.com Richard Boyle richard@ras-publishing.com Sales executive Michele Ali michele@ras-publishing.com Subscriptions data@ras-publishing.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 Reprographics/printing Image Data Group Ltd 01482 652323

CWB is published 6 times per year by ITE Moda Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 cwb-online.co Copyright© 2018 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 ITE Moda Ltd nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.

remain the perfect springboard for new ideas, without the heavy investment.

If you’re dabbling with the idea of a pop-up but don’t know where to start, then you might be interested in our advice piece The Art of Pop-Up on page 21, where Hannah Rowlands, marketing and digital manager at Sanrio, reveals her top 10 tips on how to run a pop-up and, more importantly, how to do it successfully.

Other key articles this issue include an interview with Ian Watson, CEO of Start-Rite Shoes, on the company’s rebranding, while Harriet Jones, founder of kids’ accessories brand Rockahula Kids, discusses her plans for growth and how she’s working to make her brand 95 per cent free from plastic. Someone else promoting ethically driven business this issue is Luke Conod, owner of School Uniform Shop in Hereford, who on page 45 discusses best practice for the ethical supply of school uniforms.

On that note, I’ll leave you to read on. We’ll be back for June/July, with our first look at the s/s 19 season. Until then, don’t forget you can follow CWB’s latest news at cwb-online.co as well as via Facebook, Twitter, Instagram, Pinterest and LinkedIn.

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 ITE Moda Ltd. Other titles include WWB and MWB. ITE Moda Ltd is an ITE Group company.

MARCH/APRIL 2018 - 05

CWB-ONLINE.CO.UK | NEWS

CWB NEWS: SNÜZ INTRODUCES GIFT SETS Snüz, the brand behind the iconic SnüzPod 3-in-1 bedside crib and SnüzKot collection, is launching a range of baby gifts this spring.

Suitable from birth, each product is available in the brand’s Designz prints. Highlights include a bath and bed gift set, comprising a hooded towel, bath mitt and a sleepsuit with integral scratch mitts, suitable from 0-3 months. The baby hooded towel, which features bear ears on the hood, can also be purchased as a separate gift.

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KKAMI BRINGS KOREAN KIDS’ FASHION TO THE UK

BRITS SPEND BIG ON NEW BABY GIFTS

KKAMI, a digital wholesale market for Korea’s leading children’s fashion, accessory and footwear brands, is targeting the UK for stockists.

Via KKAMI.nl, an English online wholesale market, the company provides trade access to a wide range of Korean fashion labels. Over 60 hand-picked brands are available, with KKAMI able to source additional labels on request.

“Doing business in Korea’s fashion industry is extremely difficult for foreign buyers,” says KKAMI CEO Ludo Andringa. “Korean brands have developed an exclusive business culture of their own, where sales networks are based on relations and familiarity. The majority of Korean brands operate fully offline and those that do maintain a website are hard to find, since they are often not available in English and can only be found through Korean search engines.”

KKAMI selects brands on their performance in Korea, with only best-selling labels with high global potential accepted.

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On average, Brits spend £179.74 on gifts for a friend or family member’s new baby, according to a survey of 1,000 UK adults carried out by One4all, the Post Office gift card. Of that total, £77.51 is spent before the baby is born, with a further £102.23 spent once the baby has arrived.

Research also revealed the average Brit will purchase 17.05 gifts between the pregnancy being announced and the child turning one.

Liverpudlians are the most generous new baby gifters, splashing out £196.96 on presents, with Manchester coming in second, spending an average of £191.92.

Following christenings or other religious ceremonies, baby showers topped the list as the most popular new baby gifting occasion. Other popular gifting occasions included “welcome to the world” parties and naming ceremonies.

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FROM BABIES WITH LOVE X SUSIE J. VERRILL Social enterprise brand From Babies with Love has teamed up on a new collaborative collection with Susie J.Verrill, journalist, blogger, mother and partner to Olympic Gold medallist Greg Rutherford.

Launched earlier this month, the collection is titled Elephant Family. The elephant was chosen for not only being a traditionally lucky animal, but also a family-orientated one, echoing From Babies with Love’s belief that every child deserves a family.

Elephant Family, as with all of From Babies with Love’s products, will help the brand continue its work supporting orphaned and abandoned children, with 100 per cent of profits donated to international charities such as Street Child.

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BUBBLE LONDON A/W 18 Bubble, London’s biggest, most comprehensive kids’ trade show, raised the roof for its a/w 18 edition on 28-29 January. Closing its doors after two successful days at the Business Design Centre in Islington, the event attracted a host of key buyers seeking fresh new talent. In total, over 80 collections were new to the show, offering retailers an unrivalled opportunity to inject some freshness into their stores.

A/w 18 also saw the introduction of agent showrooms pioneered by Scandi-focused Breitenstein Agencies, who presented collections from Angulus, Veja, Bobux, Fub, Mar Mar Copenhagen, MP Denmark, Huttelihut and new Icelandic brand, Iglo + Indi.

In terms of exclusives, British childrenswear designer Rachel Riley chose Bubble to launch both her new diffusion line and home collection.

Perhaps the most exciting addition to Bubble this season was the introduction of the Bubble Runway. This showcase of a/w 18 collections took place throughout the show, enhanced by an additional Insta Kids scene on Sunday.

The range of seminars and panel discussions also provided talking points, kicking off with a gender-neutral clothing debate on Sunday. The Buyers’ Panel on Monday saw insights from key buyers, including Amy Whittard from Mothercare, while Tamara Ecclestone visited the show and chatted to Baby London magazine about her babycare range Fifi & Friends. Online marketplace specialist Trouva also gave an insightful demonstration of how its service can provide the perfect partnership for independents.

The show’s other key content this season included the Rising Star Award, which was scooped up by Grass & Air, while Selfie Clothing took top spot in the Stand Out competition.

Bubble London will return to the Business Design Centre, Islington on 15-16 July 2018.

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MORE PAYMENT OPTIONS NEEDED FROM UK RETAILERS A study by ecommerce and digital agency Visualsoft has revealed the UK’s top retailers are inhibiting their online sales potential by not offering customers a range of payment options.

Findings show almost one in five of the UK’s top 240 retailers are failing to offer a payment choice aside from a mainstream credit or debit card. This is despite prominent research indicating that offering at least three more payment options can increase conversion by 30 per cent. The report found PayPal is the most popular alternative payment method, with 71 per cent of retailers offering this alongside a traditional credit or debit card. Non-bank card payments, such as mobile payments and vouchers, can also increase the appeal of sites.

Lack of local payment options for international customers, meanwhile, can lose sites up to 13 per cent of customers according to some industry estimates.

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NEWS | CWB-ONLINE.CO.UK

MEET THE MANUFACTURER REBRANDS

CHIPMUNKS GEARS UP FOR INTERNATIONAL GROWTH Children’s footwear and apparel brand Chipmunks is bolstering its rapid growth by relocating its head office to London. The brand will join other Courtaulds-owned labels, such as Gossard and Pretty Polly, at its parent company’s central London headquarters on Portman Close, W1 at the end March.

Since launching in 2012, Chipmunks has established itself as one of the UK’s leading children’s footwear brands and is sold by the likes of Debenhams, House of Fraser and Clinkards, as well as in independent stores nationwide. The brand also sells directly to consumers via its own transactional website and has seen overall sales increase by 96 per cent this past year.

The move is a positive step forward in the brand’s long-term development as it looks to further strengthen its international distribution.

Over the past 12 months alone, Chipmunks Kids has begun to secure stockists in both France and Austria, and has recently appointed a dedicated agent to service the German market.

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Make it British is changing the name of its annual trade show to Make it British Live! Previously called Meet the Manufacturer, the show prides itself on being the only 100 per cent British sourcing event, attracting thousands of designers, manufacturers, retailers and academics each year.

The show’s rebranding comes at a time when UK textile manufacturing is booming, with production up 25 per cent and 50 per cent of businesses reporting an increase in turnover compared to last year, according to a recent survey conducted by Make it British.

“Our new name, Make it British Live!, reflects the essence of the Make it British campaign and is a stronger reflection of our core values – to encourage more people to buy British and manufacture in the UK,” says Kate Hills, founder of Make it British.

Since its launch five years ago, Make it British Live! has grown from 56 to over 200 exhibitors. A destination for British manufacturers and businesses who want to source products made in the UK, it also offers a two-day programme of speakers and informative workshops. Make it British Live! takes place on 23-24 May at the Old Truman Brewery, London.

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BODEN LAUNCHES NEW BABY RANGES British retailer Boden has launched two new baby ranges. A Very British Baby is a new, 100 per cent organic cotton range celebrating British heritage.

With a nod to the monarchy, it includes corgi and Queen’s Guard soldier motifs across bodies and London landmark illustrations printed on sleepsuits. Hand-finished embroidery, velvet trims, pinstripe pockets, button detailing, smocking and ruching all feature.

Baby Boden is also debuting Baby Cashmere, its first pure cashmere collection for babies. The range includes blankets, knitted leggings, rompers and cardigans.

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NORTHERN BUSINESS EXHIBITION RETURNS Taking place in its brand new home at Manchester Central on the 18-19 April, the Northern Business Exhibition is set to attract in excess of 7,000 visitors. Free to attend, the event is designed to support new and growing businesses, providing advice and insight for entrepreneurs, start-ups and SMEs. Over 80 seminars and workshops will be delivered by some of business’s finest speakers, including a Q&A with ‘Dragon’s Den’ star Hilary Devey CBE and author Ben Kench on how to make a success of your business in 2018.

Visitors can book in for free one-to-one advice and support on all elements of business, with 20-minute appointments offered with experts in their field. Over 100 exhibitors will also be in attendance, offering business solutions for a variety of areas, including office space, accountancy, legal advice and social media marketing.

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NEWS IN BRIEF

NEW PRICING STRATEGY FOR THE LITTLE TAILOR

NEW POWERPUFF GIRLS COLLECTION

British baby clothing and accessories brand The Little Tailor has launched a new retail website and reduced its RRPs to be 30 per cent lower than 2017. The reduction, enabled by strong sales and growth in units, sees the brand achieve the long-term goal of retailing items at a price it envisaged since launch in 2013.

“The biggest issue we used to have was stock replenishment when shops had run out,” says brand co-founder Jane Dawes. “We can now afford to maintain our stock levels to alleviate this.”

Key items in The Little Tailor’s babywear collection include cotton cashmere pieces, plush lined jackets, rocking horse sleepsuits and knitted pram suits, with luxury gift sets due to launch soon.

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A new collaboration between Cartoon Network’s The Powerpuff Girls and critically acclaimed menswear designer Katie Eary has been unveiled for a/w 18. The 15-piece Powerpuff Girls collection includes tops, sweatshirts, dresses and trousers, as well as a mini-me range for powerful women and aspiring young girls.

The collection will be available later this year at select department stores and boutiques across Europe, North America and Asia Pacific. Eary is creating bespoke in-store displays and window concepts for retailers to support the launch, which will be backed by celebrity product seeding and outreach to influential consumer fashion press. A Powerpuff Girls themed landing page will also be created for Eary’s website.

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Makers HQ is a new joint venture

by Plymouth College of Art and Millfields Trust to provide cut, make and trim services to the fashion industry. Makers HQ aims to restore the textile manufacturing sector within the south west and help regenerate the city’s historical links to the industry. The project will see academic institutions, businesses, designers, makers and members of the local community uniting on the sustainable new business model.

London Stories, the new a/w 18 collection from The Great British Baby Company, marks the brand’s coming of age as a luxury outerwear specialist.

Showcasing dedication to detail and authenticity, the collection includes four new styles, each inspired by a separate district of London, made in premium natural cloth from Britain’s oldest woollen mills.

Patagonia, the California-based outdoor brand, has opened a UK store in Manchester’s central retail district. While Patagonia has seven existing retail stores across Europe and is stocked in over 1,200 multi-brand stores, this latest edition will be the company’s only mono-brand destination in the UK. Catering to men, women and children, the three-floor, 307 sq m space carries apparel for outdoor sports.

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CWB-ONLINE.CO | NCWA

EXECUTIVE DIRECTOR’S COMMENT Spring is on its way – the bulbs are flowering, the days are getting longer and we shall soon be putting the clocks forward. While many will be hoping for some bright spring weather, particularly over Easter, to help bring customers into our shops, how about some “spring cleaning”, in a metaphorical if not literal sense.

On a recent trip to a town I do not know well, I spotted a childrenswear shop with an impressive range of designer brands listed in its window. There was also some lovely merchandise, but there seemed to be no overall theme – sale merchandise was mixed up with non-sale garments, colours and styles did not complement each other and there was far too much on display. Having been excited to see both the shop and the brands carried, I was left disappointed that the windows did not do justice to what was on offer.

In the same town, not all that far away, I found another childrenswear shop, again with an impressive range of brands, but mid-market rather than designer end. What a contrast! The windows were beautifully yet simply arranged, the colours were attractive, the outfits were cleverly put together and you could see through them to the garment rails and displays in the shop.

Does your shop need a “makeover”? Have you even thought about one recently? If the answer is “yes” to the first question or “no” to the second, why not give it a go? Look at how others dress their windows and not just childrenswear shops. The use of different levels and props can be seen in gift shops and all clothing shops. Indeed, one of my favourite independent retailers is an ironmongers, which has great windows. Still stuck? How about speaking to your local college to see whether some of the students (in design or marketing) would be interested in redressing your window or, at least, giving you some ideas? Once you get that customer through the door, the rest is down to you, but do try to help them make that first step.

March will see NCWA organising another meeting of the European Working Group on the Safety of Childrenswear. The attachment of buttons and of press fasteners will be on the agenda, but the work will take some time. Soon to be published will be a further Guidance Note on the Cords and Drawstrings Standard, giving pictorial examples of garments where queries have been raised over the application of the Standard to changes in fashion. In the meantime, I would call on manufacturers and agents to check their ranges to ensure that they are compliant not only with the rules on cords and drawstrings, but also with the Technical Report on Mechanical Safety. Remember that it is your legal duty to make and sell safe products, and that does not mean trying to think of some garment design that does not appear to be covered in the relevant Standards. So, why not have a spring clean here too and review your procedures to try to ensure that you get everything right? Ignorance of the law is no defence, but having systems which show that you have considered safety and done all you can to ensure it will go a long way to help you.

Do not forget that advice on this is available to NCWA members and that our seminars are presented by Sue Bolton, the Convener of the European Safety of Childrenswear Working Group. If you are not a member, why not look at the NCWA website, www.ncwa.co.uk, email info@ncwa.co.uk or telephone 020 7843 9488? Michelle Payne and I look forward to hearing from you.

Elizabeth P Fox

NCWA Council: Chairman: DAVID HULL Agent Vice Chairman: MARK BARNETT Barnett Agencies Agent Imm. Past Chairman: SHARON BEARDSWORTH Mintini Manufacturer Treasurer: DAVID BURGESS David Luke Ltd Manufacturer

THE NATIONAL CHILDRENSWEAR ASSOCIATION OF GREAT BRITAIN AND IRELAND

Council Members: NUALA MCKENNA Nuala McKenna Agencies Agent DIANE SHAW Agent, SARAH TAYLOR Agent, DANIELE SISMONDI Brand Stable Agent RACHEL RILEY Rachel Riley Manufacturer, EMMA-JANE ADAM Smalls Manufacturer DAVID PARKER Baby Melanie Retailer President: KEN SCATES Marketing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX

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Membership is open to everyone involved in the British childrenswear industry.

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Associate membership, open to non-British organisations, is now available.

Membership costs from £100.

NCWA | CWB-ONLINE.CO

CHILDRENSALON RANKED AS LEADING EMPLOYER

ALVANON LAUNCHES FASHION INNOVATION HUB

Childrensalon.com, the online retailer for children’s designer fashion, has been ranked #45 on the 2018 Sunday Times 100 Best Companies to Work For list 2018. Sunday Times Best Companies celebrates the very best in workplace engagement in the UK. Childrensalon, with its core value of People Before Profit, is passionate about ensuring its team progress, investing in its staff to create a motivated workforce and promoting from within wherever possible. Childrensalon is also proud to be a Living Wage Foundation employer, paying well above the National Minimum Wage.

Denise Hamilton, Childrensalon’s people team director, says “We’re so proud to be a part of the Sunday Times Top 100 Companies to Work for List for 2018 and look forward to continuing work with our amazing team here in Tunbridge Wells to make Childrensalon the best workplace it can be.”

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Global innovations company Alvanon, in partnership with former editor-in-chief of Apparel Monthly, Jenny Liu, have opened the Shanghai Apparel Experience Center (SHAEC) The industry hub will connect and bring to market-pioneering technologies and sustainable innovations aimed at transforming the fashion industry in China and the rest of the world.

SHAEC will showcase Asia’s most advanced digital fashion and consumer-facing innovations.

It will give industry leaders and fashion business professionals in management, design, development, production, supply chain and retail hands on access to cutting-edge transformative technologies.

In addition, SHAEC will run a programme of professional seminars and workshops aimed at addressing the most challenging issues and opportunities facing the industry.

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LILLY + SID FOCUSES ON GROWTH FOR 2018 To support fast-growing sales, British childrenswear brand Lilly + Sid has appointed an operations manager, events co-ordinator and head of international sales. Driven by offshore accounts and new store openings, 2017 marked the brand’s best trading year to date, achieving 100 per cent sales growth.

Another development for Lilly + Sid is an exclusive collaboration with the Natural History Museum, London. Due to launch this spring, the dinosaur-themed childrenswear collection will be sold in the museum’s dedicated shopping area.

“It’s been a real privilege to create the dinosaur collection of garments using the museum’s sources interpreted in Lilly + Sid style,” says brand co-founder and creative director Emma Hassan.

Lilly + Sid’s a/w 18 collection – its largest to date – also includes new product types and a focus on fabric interest.

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FRUGI OPENS FLAGSHIP STORE

REDURCHIN WINS ROYAL GREENWICH BUSINESS AWARD

GRASS & AIR SCOOPS RISING STAR AWARD

UK organic childrenswear brand Frugi has opened a new flagship store at the company’s HQ in Helston, Cornwall. The Frugi Shop stocks the full range of current season items, as well as accessories, bedding and fabric by the metre.

In line with its sustainable and ethical ethos, Frugi has used recycled materials where possible inside the store. It will also offer personalisation onsite, allowing shoppers to purchase bespoke gifts.

“We are delighted to be opening a new flagship Frugi store – it feels like a real watershed moment for the brand,” says Frugi’s co-founder Lucy Jewson. “For all Frugi fans visiting Cornwall, our new shop will be a destination where they can enjoy the full Frugi experience in the place the brand was born.”

Founded in 2004, Frugi turned over £8m in the financial year 2016/17 and is on track to grow by 25 per cent this year.

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Organic childrenswear brand Redurchin has won the Sustainability Award in the inaugural Best of Royal Greenwich Business Awards.

Held in the New Year at the Intercontinental O2 hotel, the awards are a partnership between the Royal Borough of Greenwich and South East London Chamber of Commerce. Nick Hewer of ‘The Apprentice’ hosted the event, where 10 awards were given to local businesses celebrating innovation, digital leadership, social enterprise and more.

Highlighting the vital role businesses play in providing sustainable growth, Councillor Denise Hyland, leader of the Royal Borough of Greenwich, says, “We’re proud to be home to over 11,000 businesses and the awards are a fitting celebration of this.”

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NCWA member Grass & Air was the named winner of the Rising Star competition at this season’s edition of Bubble London.

Rising Star judges were CWB editor, Laura Turner; Simon Dernie from Little Brogues, Kerrie McCoy from Monkey McCoy and Madeleine Walsh from Me & Buddy, all of whom commented on the amount of new talent among the finalists at the show.

Open to first-time exhibitors, the Rising Star Award recognises commercial viability, strength of branding, product quality and design. As part of its winner’s package, Grass & Air won a free stand at the next edition of Bubble, which takes place on 15-16 July 2018.

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NEWS IN BRIEF

For a/w 18/19, British merino childrenswear brand Smalls is introducing new scientifically proven eczema-friendly styles to its range of ultimate essentials.

Said styles are produced in an innovative micro spun 17 micron wool, which is processed and spun in Italy. Also joining the range is the new Aroha baby onesie for ages 0-2 years, which features foldable cuffs that double up as scratch mitts and feet to ensure maximum wear.

In the last six months, the Fashion & Textile Children’s Trust (FTCT) has supported over 300 children with grants, which can be used for essential items including school uniforms, winter clothing, and mobility and sensory items for children with additional needs.

Fulton, Britain’s leading umbrella maker and a Royal Warrant holder, has unveiled its new collection in collaboration with British lifestyle brand Joules, through an exclusive licensing partnership.

Catering for children and adults, the collection is made up of 12 different designs featuring Joules’ colourful, hand-drawn prints.

MARCH/APRIL 2018 - 09

CWB-ONLINE.CO | LEGAL ADVICE

Open for Business Bringing you straight-talking legal advice.

Stephen Sidkin is a commercial law partner at Fox Williams LLP. www.fashionlaw.co.uk www.agentlaw.co.uk

TOP TIPS FOR TERMINATING AGENTS – WHAT PRINCIPALS NEED TO KNOW For a business which uses agents, the start of a new year is also often the point when a review is undertaken as to whether a particular agent is achieving the business’s objectives whether in respect of a range of products, particular customers, geographical territory or any combination of them.

However, it is one thing to determine that a particular agent has to go. It is another thing to go about it in a way which minimises the exposure which the business has given the statutory rights and entitlements which agents have under the Commercial Agents Regulations.

With this in mind, here is a list of some top tips principals ought to bear in mind when considering how best to terminate an agency agreement.

Top tip 1 – It is important to determine why a particular agent has to go. In the absence of being satisfied as to whether the breaches committed by the agent are sufficient to justify termination of the agency agreement, it may be possible for a principal to engineer a breach.

Top tip 2 – Establishing why you want to terminate the agency agreement will help in your understanding of the exposure which you run if termination of the agency results in a successful claim by the agent under the Commercial Agents Regulations. It is, therefore, important to recognise that under the regulations, the agent’s rights include: • Statutory notice; • Pre-termination commission; • Compensation or indemnity; • Post-termination commission; and • “Back” commission.

Top tip 3 – Once you have determined your exposure, you should consider whether it is possible to reduce that exposure under the terms of the agency agreement.

Top tip 4 – Sometimes the way in which the agency is terminated may make it easier to put in place a settlement agreement with the agent and, as such, again reduce the overall amount that is paid in order to achieve termination of the agency.

Top tip 5 – The giving of notice of termination to the agent means that there will come a point in time when the agent is no longer representing you in respect of particular customers or a particular territory.

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Top tip 6 – Although it may seem counterintuitive, determine what the terms of the agency agreement with the agent are before trying to determine how to terminate the agreement. It is an urban myth that because an agreement with the agent is not in writing, it does not exist.

Top tip 7 – Where the principal and agent are in different countries, establishing what is the agency agreement between them (see tip 6) becomes even more important.

Lastly, bear in mind: • There are three separate countries with three separate laws and courts within the United Kingdom; • The EU Agents Directive (which is implemented into English law by the regulations) cannot be overridden by, for example, stating that the agency agreement will be governed by the law of the State of California; and • Increasingly, countries outside the EU have laws which protect agents to a similar, and in some cases greater, extent as EU law.

Getting it right can reduce your exposure to an agent whose agency agreement has been terminated. But the converse is also the case.

Happy terminating! © 2018 Fox Williams LLP

CWB-ONLINE.CO | RETAIL

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

BABA OF MINE 3 Market Street, Castle Donington, Derby Rebecca Hughes has an English degree, an interior design diploma, experience as an account executive for commercial insurance brokerage and, as of December 2017, a design-led family concept store.

Located in Castle Donington, Derby, Baba of Mine is a haven of muted tones with touches of monochrome. Focal points are created by bespoke copper rails, a display bench and hanging rail created by homeware brand The Little Deer in Brighton.

The store has a broad product range, spanning everything from clothing, bedding, toys, teething jewellery and blankets through to nightlights, luxury toiletries and gifts sets for babies and mums, pregnancy candles, milestone cards, books, tableware, art and prints, and general gifts for mother, baby and child.

The brands on offer include Organic Zoo, Turtledove London, Bob & Blossom, Mama Designs, Wee Gallery, Design Letters, Bloomingville Mini, Banwood Bikes, A Lovely Little Company, Ollie Ella and Meri Meri. Baba of Mine also stocks crochet blankets by local designer, Carly Hosker.

Hughes has thought carefully about how she would like to grow the business. Having initially considered creative workshops, she decided against it due to nearby, much-loved toy store, The Olive Branch, already covering the concept. Not wanting to dilute what The Olive Branch is set to achieve, Hughes has instead decided to expand with the clothing brands and, as a consequence of her passion for interior design, stock more children’s decor. www.babaofmine.com

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RETAIL | CWB-ONLINE.CO

ANNUAL STORE 46-48 Grantham Street, Lincoln Faye Isaac launched online in 2013 before opening a bricks-and-mortar kids’ concept store in Lincoln in 2016. The offer covers clothing, toys, interiors, books and magazines from brands such as Bobo Choses, Mini Rodini, Tiny Cottons, Popupshop, LuckyBoySunday, Kukkia Toys, Ferm Living, Plan Toys and Areaware, amongst others.

Annual Store’s design is simplistic, with modular, self-designed pegboards sourced from sustainable wood. Uncluttered displays let products speak for themselves, while freestanding floor displays enable brand showcases and for the store to be easily adapted for in-store events, including doll making workshops, brand launches and language lessons. More pop-ups are also on the cards, taking the Annual Store concept to different cities following successfull events in Liverpool, Leeds, Leicester and Stamford. www.annualstore.com

DUCK DUCK GOOSE 28A Market Place, Melbourne, Derbyshire In March 2016, childhood friends and former fashion designers, Amy Roome and Jessica Oates, opened Duck Duck Goose in Melbourne, Derbyshire. Described as a “little hub for creative discussions and ideas”, the store spans inspiring kidswear design and qualified shoe fitting, through to setting up a nursery and gift ideas for mums and newborns. Key brands include The Bonnie Mob, Scamp & Dude, Turtledove London, Tootsa, aden + anais, Bang Bang Copenhagen, Tobias and the Bear, Rice DK and Bobux.

Plans for the business include expanding the online offer as well as working on social media, an area both Roome and Oates enjoy and are keen to develop. Long-term targets are moving to bigger premises and getting involved with more community projects alongside the store. www.duckduckgoosemelbourne.com

News:

VELVETEEN OPENS FIRST CONCEPT STORE Childrenswear brand Velveteen has opened the doors to its first ever concept store.

Located in Hong Kong’s luxury retail destination, Lee Garden Two, the flagship sits alongside fellow luxury childrenswear retailers such as Fendi Kids, Burberry, Baby Dior and Bonpoint. As well as providing a stylish, calming space to shop its latest collections, the store will also play host to events throughout the year, including workshops, fashion shows, talks and creative experiences.

LITTLE PEA KIDS Last month Helay Vi launched her online childrenswear boutique, Little Pea Kids. Prior to this, she was a legal secretary, before studying fashion marketing for which she gained a first class honours degree.

Now living her ambition to run her own childrenswear business, Vi specialises in exclusively stocking independent Korean brands including Lala, Lulu, Mini Dressing, Puco, Vovo, Kokacharm, Kids Clara, Eapple and Digreen.

Whilst the business is still very new, plans are in place. Vi hopes to expand the offer to include add-on accessories, such as underwear and baby essentials. Additionally, as the website currently only ships to the UK, plans are to eventually ship worldwide. www.littlepeakids.com

PETIT PAN OPENS UK STORE Petit Pan, a French brand of baby clothing, home decor and haberdashery, has opened its first UK store on London’s Hampstead High Street. Established in 2002 by Belgian artist Myriam de Loor and Chinese kite-flyer Pan Gang, Petit Pan offers collections defined by playful, graphic and vibrant motifs. Ranges include clothing and accessories, bedlinen, soft furnishings, home accessories, stationery, gifts, haberdashery and fabric.

News in brief: RIVER ISLAND OPENS FIRST UK KIDS’ STORE

ROSIE & LULA SECURES BRAND AMBASSADOR

CHESHIRE OAKS DESIGNER OUTLET EXPANDS

Retail and leisure destination owner, Intu, has worked with River Island to launch its first UK standalone kidswear store. Opened last month at Intu Braehead near Glasgow, the new shop is located in a 3,000 sq ft prime retail space close to one of River Island’s strong performing regional stores. River Island’s Kids & Mini collections for children up to 12 years old are being sold in the new store.

Online childrenswear boutique Rosie & Lula has signed Holly Scarsella as its brand ambassador. Scarsella is founder and CEO of resortwear brand Pampelone Clothing and was also named in Forbes 30 under 30 list for retail and ecommerce last year, a nomination reserved for the brightest young entrepreneurs and innovators under the age of 30. Scarsella will feature in campaigns for Rosie & Lula, which will run across all online channels.

Work has begun on a 40,000 sq ft extension to McArthur Glen’s Cheshire Oaks Designer Outlet. The new phase includes an additional 25 premium fashion and food and beverage brands, which will bring the total number of stores to over 170. Due to complete in autumn, the extension includes 300 extra visitor parking spaces, an expanded community space, new guest welcome centre, Premium Lounge, children’s play area and additional guest toilets.

MARCH/APRIL 2018 - 13

CWB-ONLINE.CO | EDITOR’S PICK

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

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01: DINOSKI

02: PETIT STELLOU

New British brand Dinoski offers luxury, unisex skiwear for 2-7 years. Three animal-themed ranges are available; Spike, a green dinosaur inspired all-in-one with spiked detailing and three horns on the hood; Hop, a bunnyinspired lilac suit with rabbit ears and a bunny tail; and Cub, based on a yellow lion. Each suit includes 150D fabric with microfibre insulation, anti-stain coating, aqua seal YKK zips, breathable lining and outer fabric, 5K waterproofing, quick-dry spandex thumb mitts, inner boot covers, outer over-boot leg zips and a removable faux fur trim. Suits are machine washable and can be tumble dried. Wholesale prices from £70. www.dinoskiwear.com

Zurich based Petit Stellou offers eco-friendly and timeless baby essentials, accessories and gifts that combine Swiss design with minimalist style. The collection is wide ranging and includes everything from babywear, rattles, blankets, baby brushes, hooded towels, musical soft toys, pacifier clips, comforters, stroller chains and teething rings through to milk teeth boxes, gift cards and tags. All of the brand’s textiles are made using organic cotton and are ethically manufactured in Portugal.

Wholesale prices ¤3-¤24. www.petit-stellou.com

EDITOR’S PICK | CWB-ONLINE.CO

05 03

04

03: POCO NIDO

04: JUMPING THE COUCH

05: AS WE GROW

Poco Nido has grown its offer considerably since launching in 2011 with chrome-free, soft-soled baby and toddler footwear. This year marks a number of new additions. February saw the launch of new organic basics and accessories in rainbow cotton, including bandana and regular bibs, a blanket, T-shirt, joggers and a beanie hat, as well as cotton muslins in two sizes. Mid-May sees the brand’s first home range (page 34) and in July, it is debuting new fluffy, fully washable mini shoes. Poco Nido recently appointed Riley Agencies as its Scottish sales agent and has also taken on a new sales agent in Portugal, plus an additional distribution agent in Chile. wholesale.poconido.com

Established in the Netherlands in 2017, boyswear brand Jumping The Couch is available for 4-14 years of age. The ethos is based on embracing an unplugged and relaxed lifestyle, making room to jump and play around in what is today a digital world.

Collections comprise around 40 styles and include shirts, trousers, jackets, sweaters and swimwear. Wholesale prices ¤9.60¤34.60. www.jumpingthecouch.com

Inspired by its Scandinavian roots, slow fashion Icelandic brand As We Grow offers a capsule collection of childrenswear essentials.

Each piece is conceived with a timeless quality to appeal over several generations, combined with a nod to the contemporary and a sustainable ethos. The latter is reflected in the brand’s sizing, which is designed to last longer than a year, for instance, from 6-18 months, 3-5 years, 6-8 years and 9-12 years. Key pieces include dresses, sweaters, knitted cardigans, tops, trousers, all-in-ones, rompers and accessories such as knitted hats, bibs, headbands and socks. Wholesale prices ¤9-¤45. www.aswegrow.is MARCH/APRIL 2018 - 15

CWB-ONLINE.CO | CWB RETAIL AWARDS

TWENTY QUESTIONS WITH...

Iza Minkiewicz, owner of Blue Almonds in Knightsbridge and winner of the Best Baby Store in the CWB Independent Retail Awards 2017.

— the world. The business was very different when I started, it’s evolved over the past 10 years. We started out exclusively selling furniture and now stock almost 100 brands, selling clothing and accessories too.

What motivates you in your work?

When we make it onto the ‘unofficial list’ of the best baby shops around the world and people make a special trip to visit us and give great feedback. This is what motivates us to work even harder and deliver the best possible results. We strive to be the best for our clients; there’s a constant pressure to improve.

Was retail something you wanted to do?

No, not really. I just wanted to go into my own field, to create something from scratch and be adventurous about it. My background is in finance, but I wanted to move into a more flexible, creative environment.

Do you have a business mentor?

My husband, he calms me down. He works in finance and has a problem-solving mind. We discuss important matters and he helps me regain a broader perspective on issues.

What’s an average day in your job?

After an early morning workout class, I drop my daughter Matylda off to nursery. I have breakfast in my favourite café, Baker & Spice, next to my shop, take my laptop and catch up, make some phone calls or have a morning meeting before heading over to the shop for a few hours. If it’s very busy, I’ll stay until the end of the day. Otherwise, I’ll pop out to visit clients or break the day with a social lunch.

What do you love most about being a retailer?

The fact that I am independent. I can create my business the way I wish and fulfil my vision.

And your least favourite part?

All of the admin – in fact, everything to do with accounting in general – and the shop’s maintenance, it never ends.

How did you decide on the shop’s name?

It is a literal translation of a phrase from my native Polish language, where it’s a popular metaphor for something pleasant and idyllic, something a little bit unrealistic that’s associated with daydreaming. In Polish, it has a very positive, pleasant association, although in English it sounds quite abstract. We tested the name with potential customers and it seemed to inspire some curiosity and was generally well received.

What inspired the look of your store?

It’s difficult to pinpoint exactly. I was inspired by my travels and baby shops I’d visted around

Which are your favourite boutiques?

I really like Bonpoint and also the Smallable concept store in Paris.

Which is your favourite children’s brand?

All the brands I stock. For the beach, I love Sunuva; for cool, relaxed style, Emilie et Ida; for a quirky look, Simple Kids; for cosy winter jackets, Il Gufo; for a very special look, Aletta; for the best smocked dresses, Fleurisse; for a traditional, English look, Rachel Riley; and for the best Pima cotton layettes, Kissy Kissy.

If you had your own brand, what would it be?

I would start by designing the cutest fabrics and creating bedroom accessories out of it, such as bedlinen, curtains, lampshades and cushions. I also love matching wallpaper. But it would also be a clothing brand for 0 to 2 years; practical but special and always made from the highest quality fabrics.

What’s your strangest customer request?

Painting a saint on some furniture. I don’t remember the name of the saint, it was a long time ago, but the painting was very serious and quite intense. It wasn’t my personal taste, but the customer was happy.

Who would be your dream customer?

I love to make a difference in peoples’ lives and be part of their baby’s journey, whether it’s their first child or fifth. Everything around my business is joyful, I enjoy seeing pregnant customers come into the shop, then afterwards

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when the baby is born and then seeing those babies grow into small children.

What is the best business advice you’ve had?

Trust your instinct. People are quick to give advice, but we often forget to listen to our own intuition.

And the worst?

To not open Blue Almonds. It hasn’t always been easy, but I’ve loved every minute of this journey. Part of starting your own business is taking risks, you have to embrace the highs and the lows, but always know you are taking the business in the right direction.

What’s your advice for someone opening a shop?

I’d think twice these days. Running a shop is a huge financial commitment and you need to be in it for the long-term. But if it’s something you’re passionate about, you need to think about the experience you can offer and how unique it is for your client; it really needs to be different. To stay one step ahead, you need to spend time making sure you’re on top of industry trends – we’re moving a lot of our business online, which is a reflection of the way time-poor people shop these days.

What’s your greatest career achievement?

I’m very happy with our recent achievement winning Best Baby Store in the CWB Independent Retail Awards!

What do you wish you’d known before opening Blue Almonds?

How much time would be spent on admin.

It often leaves very little time to be creative, which is something that’s very important to me.

Where do you see your business in five years?

With a website that is truly global, developing more collaborations such as our recent one with Kissy Kissy and eventually, developing my own product range to add an exclusive element to the business.

How are promoting your CWB award?

We’re very proud of our win and have been shouting about it ever since we found out.

We’ve posted the news on a newsletter to our database, on our social media platforms, on the home page of our website and have included details of our win in our shop window.

INDX KIDSWEAR A bespoke trade show for all independent retailers

1 - 2 JULY 2018 Over 150 brands

many exclusive to INDX and not to be seen at any other UK trade show

• free entry • free refreshments • free lunch • free parking

Register now www.indxshow.co.uk Cranmore Park Exhibition Centre, Cranmore Avenue Shirley, Solihull, B90 4LF T: 0121 683 1415

CWB-ONLINE.CO | INTERVIEW

A NEW START At 226 years old, Start-Rite Shoes may have its feet firmly planted in heritage, but its sights are unquestionably set on the future. Laura Turner speaks to company CEO Ian Watson to learn more.

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Laura Turner: You joined Start-Rite in 2016 as the company’s first non-family member CEO. What’s your professional background and how has it lent itself to your current role?

Ian Watson: Prior to working for Start-Rite, I held the position of European managing director at Britax Childcare, where I looked after the full P&L responsibility for the market-leading European business. Ultimately, my passion lies in helping companies that are seeking growth and profit improvement.

I spent nearly eight years at Britax, devising and implementing new strategies and improving profitability by over 80 per cent. My role at Start-Rite is to improve profit and grow 18 - MARCH/APRIL 2018

the company in today’s changing retail environment.

LT: What triggered the decision to overhaul Start-Rite?

IW: Coming on board as an outsider, there was a sense that the business had become a little distant from today’s families – that we were looking down from a pedestal rather than in the thick of things, coming up with practical ways to help family life run smoothly.

While our heritage will always be vital to the brand we are, it is my job to focus the business around the needs of families today and where we can help them go tomorrow.

To do this, we need to be in constant dialogue with parents, children and our retail partners, constantly challenging, refining and innovating at product level.

LT: Prior to relaunching, Start-Rite Shoes carried out extensive research. What were the key findings?

IW: We’ve invested heavily in better understanding our consumer needs and expectations. Over the past 12 months, we’ve conducted a range of in-depth quantitative, qualitative and ethnographic research, spanning thousands of children and families.

INTERVIEW | CWB-ONLINE.CO

START-RITE CEO IAN WATSON

START-RITE LAUNCHES ITS #KEEPEXPLORING CAMPAIGN FOR 2018

The findings reinforced to us how vital freedom and discovery are for children’s learning and development. They also showed how this freedom can be compromised by today’s non-stop, hyper-organised lifestyles, and by parents’ constant juggling act as they manage time, resource and the needs of multiple children. Essentially, we are here to create shoes that don’t just fit the foot, but fit the child.

the bar on what parents should expect from their children’s shoes.

For instance, every shoe we make has been tested on not one or two surfaces – as industry standard – but 13 different surfaces, which is in line with where children take them on a daily basis. If a prototype shoe doesn’t look as good as new after the equivalent of 100,000 steps, then it doesn’t make it into the range.

LT: How would you sum up Start-Rite’s new product strategy?

IW: The new product strategy is anchored in the belief that the best children’s shoes should help children move freely. We’ve reworked our product range so that it caters to a more diverse set of needs in a more precise way.

Our role as an expert in the field is to remove worry for parents and remove barriers for children; to provide shoes designed around the latest thinking in children’s foot health; to design shoes around specific needs rather than one-size-fits-all; and to create shoes that will endure whatever children put them through.

LT: What has the response been from trade to the a/w 18 launch?

IW: It’s still early days and we’re deep into the sell-in process, but the reaction so far has been fantastic. We’re optimistic for the coming months.

LT: So rather than by gender, products will be segmented into lifestyle ranges?

IW: For a/w 18 and moving forward, all of our products will be defined not just by life stage, but by usage.

The Classics range combines timeless styling with the latest thinking in children’s foot health and our unwavering focus on comfort. The Kicks range has versatility and ease at its core, designed to transition seamlessly from party to park, classroom to playground. The Pioneers range is Start-Rite’s most advanced yet, with our expert blend of smart materials, intelligent protection and sports-inspired styling.

LT: What’s the plan for wholesale overseas?

IW: We are looking to build our relationship further directly with international markets, especially those that require school shoes. Asia is a major focus area.

LT: Start-Rite promotes the use of leading testing standards – can you provide examples of these?

IW: Our new testing regimes exceed all industry standards, with the new product ranges challenging the status quo and raising

LT: Has the relaunch seen you realign your wholesale strategy in any way?

IW: We are committed to working with our existing customers and helping them expand their business with us, while also looking to expand our distribution. We currently have over 450 stockists in the UK, which is something we’re really proud of.

LT: Beyond product, the brand’s iconic logo has also been revamped. What’s the message behind the new design?

IW: While we have radically modernised the brand, we have in fact returned it much closer to its original, pioneering routes.

In recent years, Start-Rite has been known as a relatively conservative brand. The reality is that in the 1940s, we were the brand that challenged perceived wisdom about children’s footwear. We carried out the country’s first nationwide survey of children’s feet and fundamentally changed the way children’s shoes are made.

Our new identity returns this sense of pioneering spirit to the brand and hints at the

pioneering spirit we aim to support in the children who wear our shoes.

Our identity is centred on our reworked Start-Rite twins, who have been redrawn to look like children rather than dolls and are reinvigorated and ready for their next adventures.

LT: Have you made any other changes to the company’s infrastructure?

IW: We’re keen to show retailers that we’re open for business and here to support them, whatever their needs are. To this end, we’ve developed an informative portal for retailers with more brand assets and information than ever before. Retailers can expect to find brand and product imagery, along with product descriptions, seasonal catalogues and videos, and a retailer blog.

We’ve also implemented a new and improved Trade Web Order system, which offers a more efficient and user-friendly experience. The easy-to-use online ordering system means retailers can track previous and existing orders and search and place stock orders for the current season, 24 hours a day, seven days a week, 365 days a year.

We’ve also extended the opening times at our distribution centre to support demand and put in place a best-in-class carrier service, provided by TNT. LT: What are the overall short and long-term plans for the company?

IW: In the short term, this year will see Start-Rite return to significant investment in communications across digital and print channels. The campaign is built around the central idea ‘Keep exploring’ and is designed to demonstrate the insight, expertise and craftsmanship that goes into every Start-Rite shoe.

Longer term, our brand is professional and our product offering is relevant to today’s consumer. We’ve spent 18 months transforming the brand from the inside out and now we need to show the world how we’ve changed. We are writing the next chapters to our history, so watch this space. www.startriteshoes.com MARCH/APRIL 2018 - 19

CWB-ONLINE.CO | REVIEW

PITTI BIMBO AW18 Highlights from this season’s edition of international children’s fashion fair, Pitti Bimbo.

— With a showcase of over 578 brands, the a/w 18 edition of Pitti Bimbo, on 18-20 January at Florence’s Fortezza da Basso, saw an increase in both national and international buyers.

Final attendance figures revealed an overall 2.5 per cent increase in buyer attendance compared to last year. In total, over the three days, there were in excess of 10,000 visitors, 6,870 of which were registered buyers.

Russia was confirmed as the fair’s top market, with a 4.5 per cent increase in buyers. Other strong performances came from Spain, Japan, the UK, Germany, Ukraine, Greece, Portugal and Ireland.

There was a consistent increase in buyers from the USA and positive figures also for Brazil and Turkey. Buyers from the Netherlands, Belgium and South Korea confirmed levels recorded a year ago, while a drop was seen in attendance figures from France and China. In terms of domestic buyers, figures were reassuring, with attendance up by 3.5 per cent.

Commenting on the a/w 18 show, Pitti Immagine CEO, Raffaello Napoleone, says, “Pitti Bimbo once again recorded the energy and optimism being displayed by international childrenswear. Growing attendance from countries that are important for kids’ fashion was undoubtedly very significant.

“Russia, once again, showed its specific weight and rediscovered dynamism, which is reassuring for the whole industry. But the increase in Italian buyers was also a decidedly important sign for domestic consumption.”

Pitti Bimbo saw a number of new project launches this season, namely the #Activelab section – a new discovery ground with the same DNA as Kidzfizz, but with a street and sport focus – and the new Nice Licensing area dedicated to entertainment licenses. The event’s research and lifestyle areas, together with the programme of special events, were also well received.

“To conclude, I should also add a positive note about the showrooms present at the fair,” continues Napoleone.

“Over 40 spaces where companies were able to meet in private with their best clients, which worked really well across all three days.”

Pitti Bimbo 87 takes place on 21-23 June 2018 at Fortezza da Basso, Florence, Italy.

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REPORT | CWB-ONLINE.CO

THE ART OF POP-UP Fancy hosting a pop-up but unsure where to start? Hannah Rowlands, marketing and digital manager at Sanrio, which has hosted numerous pop-ups for its brands including Hello Kitty and Mr. Men, reveals her top 10 tips on how to run one and do it successfully.

— 1. Plan, plan, plan Plan for all eventualities – the weather, staff sickness, regulations and health and safety (especially if you’re popping up in a larger store). Are there particular rules you will need to follow?

Be savvy with your stock. Make sure staff know when and where new stock will be dropped off, especially if space is tight and you’ll be restocking regularly.

Make sure you understand the financial set up, especially if it is through a bigger department store – how are you going to be paid? Make sure it is all clear before you’re taking any orders.

Have your marketing plan prepped weeks before so that you can hit the ground running when it comes to promoting your pop-up.

2. Offer something money can’t buy Pop-ups offer a great way to promote or sell a product, but it’s key to offer something exciting or exclusive as part of the experience to drive footfall.

We’ve seen great success by offering the chance to meet one of the Mr. Men characters at our personalized Mr. Men Little Miss pop-ups, which helps make the experience about more than just purchasing a product.

At our Hello Kitty pop-ups, we have offered exclusive limited-edition products, which worked well to create demand.

If your pop-up is part of a special event, offer that unique product that can’t be bought elsewhere.

3. Use partner marketing channels If you’re running a pop-up in collaboration with a well-known retailer, meet up with its marketing team to make sure you understand how it can help promote the event through its existing channels like newsletters, social media and PR. Research the type of imagery it uses and then send as many high-quality images of your product as you can, along with useful assets that will make the retailer’s life easier when pulling together its own content to promote your product and pop-up.

It’s also important to ensure the retailer’s marketing team is fully briefed on the event to deal with any inbound enquiries that might come their way.

4. Focus on a key offering/product range Space is often at a premium when organizing a pop-up event, so it pays dividends to focus on a small but varied range of products. This will help keep orders simple and a crowd moving quickly. It also allows you to focus any marketing on a specific product to convey a clear, captivating message.

5. Ensure you understand your audience Before planning or booking anything, it is really important to know your audience’s likes and dislikes. Where is your product normally sold? Who are your target retailers? Do your customers shop there, or would they? What is selling well elsewhere for you?

6. Be selective with your appearances Being selective with pop-up appearances helps preserve excitement and anticipation around your pop-up events. Make sure you change product and the design of the stand if you have them frequently.

If you’re popping-up everywhere, consumers will be less and less inclined to travel to see what’s on offer.

Book appearances in places that are in line with the desired market you’re aiming for.

Are you going for mass market, mid or high-end?

7. Staff it well Having plenty of staff on-hand helps make a pop-up welcoming – big queues are offputting to passers-by. Extra staff can also drum up interest with passers-by during quieter periods.

Hire staff who have the right skills if there is a specific technology that’s needed to create your products, for example, personalization.

Keep your staff up to speed with any brand dos or don’ts. Let them know of any restrictions, for example, “off brand” words.

8. Research your location If you’re putting together a pop-up as part of an event, make sure it’s in a location where people are going to walk. Being near an entrance or exit can be great for footfall.

At a retail or in-store event, go to see the shop for yourself and note down the good locations. Where are people browsing?

Work out where you will place any branding, signs and machines you might need. Can you fit them in the space?

Sometimes all of this won’t be possible if a location decides their own floor plans, but it’s good to know where you’d like to be placed so you can be first in line with your requests.

9. Put a full digital marketing strategy into place It’s important not to simply rely on footfall and word of mouth. A marketing plan will give your biggest fans time to plan a trip and ensure the pop-up is rewarding the people who follow your brand closely.

Our Mr. Men Mini Museum had families visiting London from Wales, because we’d been sharing information widely on our social media, website, through digital adverts and PR channels well in advance.

10. Set clear goals – sales/awareness/ engagement Setting targets around sales, awareness and brand engagement makes it much easier to evaluate if a pop-up was a success and will also help you plan the next one to deliver even more.

MARCH/APRIL 2018 - 21

CWB-ONLINE.CO | XXXXXXXXX

GRASS & AIR www.grassandair.com

EGG HELMETS www.egghelmets.com

WILDCHILD LONDON www.wildchildlondon.co.uk

SELFIE CLOTHING www.selfieclothing.co.uk

ANOTHER FOX www.anotherfox.com

RACHEL RILEY HOME www.rachelrileyhome.com

ATTIC www.attic-textiles.co.uk

THE FARAWAY GANG www.thefarawaygang.com

PETASIL www.marrum.co.uk

MINIMAN www.miniman.co.il

NIBBLING www.nibbling.co.uk

XXXXXXXXX | CWB-ONLINE.CO

EASY PEASY www.belvarbrands.com

4FUNKYFLAVOURS www.4ff.eu

KIDULT & CO www.kidultand.co

LITTLE CHAMPIONS www.littlechampions.es

TANE ORGANICS www.taneorganics.com

BUBBLE SHOWPIECES CWB’s edit of Bubble London AW18.

— BARN OF MONKEYS www.barnofmonkeys.com

ALBA OF DENMARK www.turrettwo.com

FRESH EGO KID www.freshegokid.com

JULY 2017 - 00

CWB-ONLINE.CO | REVIEW

BEST FOOT FORWARD Buyers’ favourite footwear styles from this season’s Bubble London.

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BOBUX Bobux reports that its classic Timber boot is among its most popular styles for a/w 18.

Features include velvety nubuck leather in modern colours, a contrast ankle cuff and a double Velcro closure adorned with brass icon studs. Due to its adjustability, the style is well suited for most foot widths and is available across Bobux’s step up, i-walk and kid+ stages in black, mustard, blush and airforce.

PETASIL Among vibrant kids’ footwear brand Petasil’s most ordered styles this season is Cleo, a timeless Mary Jane. Made from a rose gold metallic leather, it includes superior arch support and an adjustable buckle. Available in EU sizes 20-35.

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REVIEW | CWB-ONLINE.CO

ANGULUS Founded in 1904 in Copenhagen and handmade in Portugal using traditional craftsmanship, Angulus shoes use natural materials, plantation crepe rubber soles for flexibility and a wider and more natural shaped toe box for balance and stability. Among its most popular styles this season is the TEX-boot with zipper and laces and a pure wool lining. Available in EU sizes 20-36.

MINI MELISSA

SAMPHIRE

BOGS

Brazilian brand Mini Melissa drew Bubble buyers in with its magical collection of babies’ and kids’ footwear, with the Aranha shape sandal being a key favourite. Adorned with a glitter-filled seashell, it features a cushioned, under the sea print sole and a Velcro fastening at the ankle, cleverly hidden by a shiny buckle. Available in aqua, clear glitter, coral glitter and pink in UK sizes 4-11.

Samphire’s Marella sandal was a big hit with buyers at Bubble. Made from a specially developed leather, these machine-washable shoes are designed to cope with getting wet and drying out and are resilient to most outside wear and tear.

Design features include small cut-out sections around the front strap, an adjustable buckle and a buckle around the ankle. Available in EU sizes 24-41.

Bogs’ baby boots caught buyers’ attention at Bubble a/w 18. The 100 per cent waterproof boots keep feet warm down to -10°C, thanks to 3mm of Neo-Tech insulation and a plush lining. DuraFresh biotechnology helps fight odours, while Max-Wick technology keeps feet dry.

Offered in a choice of colourful designs, these fully machine-washable boots are available in UK junior sizes 3-9.

EASY PEASY For a/w 18, as for s/s 18, Easy Peasy named the Blumoo Noeud crib shoe as one of its top sellers at Bubble. These girls’ metallic crib shoes, featuring a stitched bow at the front, are made of 100 per cent vegetable tanned eco-leather, are chemical free, have a soft flexible rubber sole and a stretchy elasticated tongue for easy fitting. Pictured in its Platine colourway, the shoe is also available in pearl pink from a/w 18. Sizes are 0-6 months, 6-12 months and 12-18 months. >>> MARCH/APRIL 2018 - 25

CWB-ONLINE.CO | REVIEW

SCHOLL KIDS For Scholl Kids, it was all about the Bob style at Bubble a/w 18. Bob’s shape is inspired by the iconic Pescura sole and is designed to be fun, chunky and comfortable with a double Velcro strap for ease.

Available in EU sizes 20-39.

SLIPFREE Making its Bubble debut this season, Slipfree shoes help prevent children slipping on wet or dry surfaces and protect feet on hot sand and floors.

They have a firm-grip sole and are suitable to swim in, thanks to their light, flexible design and quick drying breathable fabric. From the 24 colourful styles on offer this season, the blue and white stripe with pink flamingos is most popular.

Available in UK size 2 up junior size 3, with matching adult sizes from 3–8.

MOCCZ New to Bubble for a/w 18 was soft soled shoe brand Moccz. Pictured is Lola, a double ruffle detailed style with an elasticated opening and this season’s favourite. As with all Moccz styles, Lola is handmade in high-quality, genuine leather (suede). The shoe is available in light grey, navy, taupe and burgundy in UK sizes 0-8, with size 0 and 1 having a soft leather sole and larger sizes a natural rubber one.

TERM FOOTWEAR

FRODDO

Term school shoes are manufactured with strong leather, fastenings and soles, and in designs kids want to wear. A favourite this season was Zara, a patent leather shoe available from May in time for Back to School. Zara is offered in UK size junior 7–5, including half sizes, and includes a comfort insole, leather upper and rubber sole.

Croatian brand Froddo has over 70 years’ experience creating stylish, premium quality footwear for children in EU sizes 17–42. Among the most popular styles this season is a silver/grey leather boot featuring contrasting glitter star detail on a suede background. It has a leather lining, leather insole and inner zip, and is available in EU sizes 25–40. As well as the pictured silver/grey finish, the boot also comes in Bordeaux, dark blue and black colourways.

26 - MARCH/APRIL 2018

VISIT CWB-ONLINE.CO

CWB-ONLINE.CO | REPORT

WHAT’S HOT FOR 2018?

In the fast-moving world of fashion, predicting trends can be a challenge. Add in the interchangeable popularity of television franchises, films, documentaries and other pop culture phenomenon, and it’s clear to see why foreseeing licensed apparel trends can be even more testing. Amber Hill, creative director at Fashion UK, a leading brand in the licensed apparel market renowned for its fashion-forward childrenswear ranges, discusses her prediction for the biggest apparel trends for 2018 and why character designs may not be as far away from high fashion as you think.

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ATHLEISURE Sportswear has been met with global popularity throughout the decades. This peaked in 1990 when we saw hip-hop artists wearing baseball jackets and athletic branded socks worn with everything. Historically, athleisure style was inspired by USA track and basketball stars, but since Britain’s track successes in the 2012 Olympics, athletics figures like Mo Farah have regularly been centre stage in sporting news. Combine the historic popularity of sportswear with the recent peak in consumer enthusiasm, and it seems only natural that athleisure style is set to revive in 2018.

Spliced letters and numbers and back placement prints and badges are just some of the archetypal icons of athleisure and this upcoming trend will embrace all of these. This rise in sportswear designs also means that marl knits and Airtex will be making a big appearance in 2018. These materials are key to creating the right athleisure look and they adapt well to bold colour and printing effects.

At Fashion UK, we’ve been ardently creating our Harlem Globetrotters products and have loved testing all the different ways of using these materials from slicing and font mixing, to cut and sew styling. As well as marl knits and Airtex, we also expect neppy jersey effects to feature as this gives a great textured, yet casual appearance.

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REPORT | CWB-ONLINE.CO

MODERN MARINER This year will see coastal and marine designs having more multiseasonal appeal. This style has typically been regarded as a spring/ summer look, but the popularity of blue has soared over the past two years and the vast palette available allows marine designs to be translated into shades that are appropriate for all times of the year.

This trend has been partially shaped by nature documentaries such as the BBC’s Blue Planet, which has sparked audience interest across the globe. We work closely with the Natural History Museum to design some of our products, making sure that they are not only fun but educational. They’ve found their blue whale and marine exhibits to currently be some of the most popular.

That said, prints and graphics inspired by open seas, fish and sharks are just one dynamic to this trend. Nautical stripes will be given a twist to echo choppy waves and hand-drawn elements will be more heavily introduced in order to inspire a feeling of authenticity and craftsmanship. This enthusiasm for nature in its purest form, and the consistent consumer favour for blue hues, will drive this trend throughout 2018.

SOFT GALLERY

GIRL POWER Girl power slogans and positive statements will be on every street in 2018. This trend has been inspired by figures such as Beyonce, Emma Watson, Katy Perry and Rihanna, who have helped give rise to feminism and gender equality on a cultural stage.

These garments are designed around the consumer desire to make a confident, impactful statement, and this will be reflected in apparel by bold central placements and careful choosing of trending terms and slogans.

Female characters are poised to dominate in 2018.

Films such as Wonder Woman and Batgirl are just a couple of examples of the development of popular female characters within the entertainment industry.

With the rising interest in girl power, there will only be more to come.

STREET TROPICAL Tropical was one of the hottest trends in 2017 and it shows no sign of cooling. Pineapples, flamingos and watermelons have become streetwear staples, and 2018 will see them joined by jungle-inspired motifs, from flora and fauna to fruits.

When thinking tropical clothing, it’s only natural that Hawaiian shirts in neon yellows, bright greens and vivacious pinks come to mind. Resort shirts are a predominant style and will remain strong this year, with adventurous prints translated into simple repeats to give them commercial appeal. Graphic tees are also at the forefront of this trend and are perfect garments to be playful with. We’ve recently introduced tropical into some of our favourite character designs such as Mickey and Minnie Mouse, in order to add an extra sense of fun.

These have been incredibly well received.

Tropical is largely designed for casual styles of attire, and as such, there are hints of athleisure trends within these designs. Among the resort shirts and graphic tees, sporty details such as striped rib trims will be found. Meanwhile, the materials used will be lightweight as these designs lend themselves to summer.

MARCH/APRIL 2018 - 29

CWB-ONLINE.CO | PRODUCT

INTERIOR DESIGN FOR KIDS Thinking of adding kids’ decor to your store’s offer?

Check out CWB’s pick of the latest collections.

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MY MINI LABEL q Established in 2015, My Mini Label is a young Danish brand based in Copenhagen. It offers home textiles and decoration for kids’ rooms, with a focus on sustainability, quality, playfulness and aesthetics. Highlights include bedding, cushions, blankets, mobiles and garlands in organic cotton for babies’ and toddlers’ rooms, alongside A3 and A4 print illustrations. www.myminilabel.com

MAISON DEUX p Established in 2016, Dutch interior and lifestyle brand Maison Deux consists of a continuously growing collection of furniture, toys and home accessories.

Products are designed for kids and their parents; fun and minimalist in style to blend perfectly with the rest of the home. Highlights include the iconic rockers, available in a choice of designs including a watermelon (pictured), cloud, moon and bowler hat. This new generation of rocking horse is crafted from solid French oak and upholstered in high-quality fabric made from 100 per cent wool. www.maisondeux.com

30 - MARCH/APRIL 2018

PRODUCT | CWB-ONLINE.CO

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CAMOMILE LONDON Camomile London believes in simple, functional and beautiful spaces. Through its products it aims to create a calm, inviting environment for rest, play and modern living.

The brand’s passion for handcraft is clear to see across the collection, which includes bedding, quilts, blankets, cushions, toys, mobiles and ornaments for both babies’ nurseries and children’s rooms. Camomile London also works with artisans on limitededition pieces and exclusive fabrics. www.camomile.london

MINI RODINI q Stockholm based childrenswear brand Mini Rodini has a new sustainable home range for kids and adults, featuring sleeping nests, pillow cases, bed sets and bed spreads. Highlights include leopard prints, rabbit prints and some of the most iconic prints from Mini Rodini – the croco map and horse print – all with illustrations

by Cassandra Rhodin, the brand’s creative director and founder. The entire home range is made from 100 per cent organic, GOTS and fair trade certified cotton www.minirodini.com/en

RACHEL RILEY HOME

p

Childrenswear designer Rachel Riley recently teamed up with Textrade to launch her first ever Home Collection for babies and children, which launched to trade at Bubble London in January. Designed entirely by Riley, it comprises bedding, curtains, nursery and bedroom accessories and towels, and includes many of the brand’s iconic prints including the soldier, lamb, My Little Prince and My Little Princess. The Home Collection is produced by Textrade in its state-of-the-art facility in India, which already produces some of the world’s leading home textile products. www.rachelrileyhome.com

>>> MARCH/APRIL 2018 - 31

CWB-ONLINE.CO | PRODUCT

IN2WOOD p Belgium brand In2wood refreshes and redesigns elementary ‘old school’ children’s furniture with a sense of nostalgia. Its desk set, available in small for ages 2-6 years and large for 6-10 years, omits traditional table legs in favour of an aluminium base. These fine legs – available in mint, white, blue, pink, yellow or green – make it light and easy to move around.

It also features a notch and pencil holder in the table top to match the colour of the base and storage beneath the table top. www.in2wood.be

FIONA WALKER ENGLAND p Available to trade via S-c Brands, Fiona Walker England offers fair trade, handmade items to brighten children’s rooms. The collection focuses on felt wall decorations – namely, fun animal heads – but also includes matching animal bookends that double up as door stops, animal wall hooks and hanging mobiles. www.s-cbrands.com

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FORIVOR British brand Forivor creates organic, illustrated children’s bedding inspired by nature. Its latest offering, Legends of the Sea, sees duvets and quilted blankets inspired by British marine wildlife in a bid to encourage children to help protect our oceans. The reversible bedding features a calming, daytime seascape with marine wildlife on one side and, for night, an underwater world of fantastical creatures.

The bedding includes a set of character cards with facts about the wildlife and is presented in an organic cotton suitcase. www.forivor.com

32 - MARCH/APRIL 2018

PRODUCT | CWB-ONLINE.CO

MERI MERI

p

Anna Jacobsen wearehere-now.com

Party and lifestyle brand Meri Meri has recently expanded with a home collection for kids, complete with a nursery line. Highlights include the Cosmos bedding set, inspired by outer space, and Confetti, a delicately coloured terrazzo print bedding set that coordinates with knitted wall decor, soft toys, cushions and paper party accessories. For babies, an organic cotton range includes blankets, rattles, musical mobiles, sleep bags and play mats. Storage suitcases and knitted characters also feature. www.merimeri.com

HOME BY DOOR p Home by Door started life in 2015 as Kidscase Home, a sister brand created by Door Fransen for the children’s fashion label Kidcase. In January, the two brands amicably separated, with Fransen continuing as Home by Door. Aside from its new name, the collection won’t see many changes. It’s still available via UK agent Little Icons, and continues to offer a wide range of timeless yet contemporary textile accessories, home decor, bedding and soft toys.

These all feature Fransen’s characteristic graphic edge, patterns and fashionable monochromes. www.littleicons.co.uk

LULU & NAT p Lulu & Nat provides an extensive range of playful, bold designs in children’s bedding and sleepwear. For a/w 18, it has launched a new organic collection.

Marking the British homeware brand’s first 100 per cent organic, GOTS-certified offering, the print-driven collection features sleeping safari animals and cheeky winking eyes across children’s bedlinen sets and matching pyjamas – pyjamas are also available in adult sizes. Each set is presented in a matching fabric bag. www.luluandnat.com.

>>>

MARCH/APRIL 2018 - 33

CWB-ONLINE.CO | PRODUCT

u

MOTOMO Designed and made in Bologna, Italian brand Motomo combines innovative design and high-quality organic materials to produce bedding and textiles for babies and children. Motomo stands for ‘Monday to Monday’, with the products meant for everyday use. Two new collections, Petali and Pastelli, both feature unique digital prints on GOTScertified cotton, including bedding, a play mat and mobile for babies, with a duvet cover set for older children. www.motomo.it

t

GRACE BABY & CHILD Portuguese childrenswear brand Grace Baby & Child was founded in 2013 by Ana Peixoto Almeida, mother of two girls, entrepreneur and communication specialist. She decided to embrace change and continue to write the history of her own family in the Portuguese textile industry. Alongside children’s clothing, the collection features a vintage-inspired home range, which includes moses baskets and cots, bedding, cushions and bath towels. www.gracebabyandchild.com

POCO NIDO p Home is a new product area for children’s clothing and footwear brand Poco Nido, and one it has plans to grow. Launching mid-May, the initial offer includes triple-pack storage bins, which are collapsible for stowing away when not in use and available in black/grey/ white or rainbow owls print. Picnic blankets are also being introduced – packed in a handy matching bag, they can be coloured in with washable pens, machine-washed, and then coloured in again. wholesale.poconido.com 34 - MARCH/APRIL 2018

CWB-ONLINE.CO | PREVIEW

HARROGATE INTERNATIONAL NURSERY FAIR 25-27 MARCH HARROGATE CONVENTION CENTRE

CWB’s product picks available at this month’s Harrogate International Nursery Fair.

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ZELLIE p From hospital bag to changing station, pram bag to overnight bag, the new Zellie Adventure Bag is in it for the long haul. Its large capacity has endeared it to parents with twins and those with both a baby and toddler in tow. The brand has five new designs with accessories to match launching at the show. www.zellieadventure.com

ROMA p Roma Prams will be showcasing its 2018 range at Harrogate Nursery Fair, including the Amy Childs Collection. The popular Vita Travel System will be there, alongside the new Moda Pram and Capsule Travel Stroller. Roma also has a range of dolls prams and nursery interiors. www.romaprams.co.uk

WHISBEAR – THE HUMMING BEAR u This newborn sleep aid recreates the soothing sounds of the womb and has an intelligent device called the CRYsensor, which automatically activates calming white noise when a baby cries. It also aids both fine motor and sensory development skills. It has magnets in its paws for easy attachment to cots, prams and car seats. www.whisbear.com

36 - MARCH/APRIL 2018

PREVIEW | CWB-ONLINE.CO

THE BLINKY COMPANY p Meet the “go-anywhere” buggy blanket, featuring all the covers a parent could ever need. Entirely wipe clean and machine washable, Blinky is a fleece-lined, reflective buggy blanket with a built in rain cover, sun shade (UV50+) and sleep shade. www.theblinkycompany.com

POUCE ET LINA p French brand Pouce et Lina specialises in handmade, musical mobiles in a choice of designs and melodies ranging from the Wizard of Oz’s ‘Over the Rainbow’ to ‘What a Wonderful World’ by Louis Armstrong.

Design-led toys, rattles, cushions and baby tableware are also available. www.pouceetlina.com

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NANA’S MANNERS Nana’s Manners offers ergonomically designed children’s cutlery.

Targeting 4-5 year olds, the patented shape supports the tri-grip position, while finger stickers guide hands into the correct positions with no adult help needed. The cutlery is made from stainless steel with a soft touch, BPA-free handle. www.nanasmanners.com

u

HUGS FACTORY The main feature of Italian brand Hugs Factory’s furniture is its adaptability. Products are designed to evolve, change and adapt to a child’s growth and needs, such as beds that transform from cradle to cot, to a junior bed. Transformation is the keyword of its latest products, the Notting Hill and Kensington – not just a bed and changing station, but so much more. A textile collection in linen and organic cotton is also available. www.hugsfactory.com

MARCH/APRIL 2018 - 37

CWB-ONLINE.CO | PRODUCT

Style GUIDE:

TERM FOOTWEAR Dual size wellies (with or without the removable sock) £10.99 Lincoln@termfootwear.com

BOOT UP: CWB’s pick of kids’ wellington boots.

POCO NIDO Flamingo ankle wellies £10 salesandpress@poconido.com

Unless stated otherwise, all prices are wholesale.

HATLEY Outer space wellies £12 serviceuk@hatley.com

KIDUNK Sunshine wellies in yellow £13.30 contact@kidunk.com

CHIPMUNKS Shark wellies Price on request j.taggart@courtaulds.com 38 - MARCH/APRIL 2018

PRODUCT | CWB-ONLINE.CO

LAURA

LOVES

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02

03

04

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01: BLING2O Swimming goggles From £8.50 01903 885669

02: ECO GLITTER FUN Rainbow set of biodegradable, cruelty free, vegan-friendly glitter £13.75 noemi.lamanna@ecoglitterfun.com

04: LES PETITS BY SEASCAPE Gift set for babies and kids with hair and body wash and body lotion £7.50 stuart@seascapeuk.com

05: DOODLEMOO Iron-on embroidered patches £2.25 to £3.25 hello@doodlemoo.com

03: SNÜZ Baby hooded towel £14.45 01789 734 022 06: JELLYCAT Amuseables watermelon small bag £16 020 7603 9383

Unless stated otherwise, all prices are wholesale.

MARCH/APRIL 2018 - 39

WID E S TOCK RANGE NEXT DAY D ELIVERY LOW MINIMUMS

Q UA L I T Y YO U CAN TRUST BACK TO SCHOOL

www.william-turner.co.uk t: 0161 480 8582 e: earlybird@william-turner.co.uk

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S AV E T H E DAT E 1 4 -16 O C TO B E R 2 0 1 8 Returning bigger and better for 2018 New layout, more exhibitors plus much more to see and do.

We look forward to seeing you.

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Follow us: @SchoolwearShow TheSchoolwearShow

07/03/2018 13:07

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

42: News

45: The business of ethics With companies increasingly held accountable for their ethical responsibilities, Luke Conod, owner of School Uniform Shop in Hereford, discusses best practice for the ethical supply of school uniforms.

MARCH/APRIL 2018 - 41

CWB-ONLINE.CO | SCHOOLWEAR

Schoolwear NEWS: The latest news from the schoolwear industry.

ROWLINSON RECEIVES LIVING WAGE ACCREDITATION

SA CALLS FOR VIEWS AHEAD OF NEW STRATEGY

BALMORAL KNITWEAR GOES INTO LIQUIDATION Ayrshire-based textiles company Balmoral Knitwear has gone into liquidation.

The Scottish firm, which supplied schoolwear, corporatewear, retail, promotional and sportswear, is currently setting up alternative provisions for its customers.

It has arranged that many of the same stock styles made by Balmoral Knitwear will in future be available from Charles Kirk, using the same yarns and shades.

Plans are also in place for the replacement of Balmoral Knitwear’s bespoke styles, for which it was a major supplier to schoolwear, corporatewear, promotions, cricket and retail clients. Balmoral Knitwear will be in contact with each of its customers, with a view to a seamless transfer.

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MAPED HELIX EXPANDS LICENSED PRODUCTS RANGE

Stockport-based Rowlinson Knitwear (Rowlinson) has been accredited as a Living Wage employer. It is the first garment manufacturer in Greater Manchester to achieve accreditation and also the first accredited manufacturer supplying the independent schoolwear retail market.

The Living Wage commitment will see everyone working at Rowlinson, both direct employees and third-party contracted staff, receive a minimum hourly wage of £8.75 in the UK or £10.20 for those in London.

Both rates are significantly higher than the statutory minimum for over 25s of £7.50 per hour, introduced in April 2017.

“As a values-led and employee-owned organisation, we are both honour bound and proud to commit to ensuring all our staff and contractors benefit from fair rates of pay to meet the rising cost of living,” says Rowlinson MD Donald Moore. “As a growing business, motivating, retaining and attracting our talent is increasingly important. We also believe that a team that receives a good reward and great working conditions is in a strong position to provide an exceptional experience to our customers.”

Living Wage Foundation director Katherine Chapman adds, “We are delighted to welcome Rowlinson Knitwear to the Living Wage movement as an accredited employer. Responsible businesses across the UK are voluntarily signing up to pay the real Living Wage now, because the real Living Wage rate reflects the real costs of living.”

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NEWS IN BRIEF

42 - MARCH/APRIL 2018

The Schoolwear Association (SA) is set to publish a new two-year plan aimed at strengthening its focus in key areas, including membership, communications and public affairs.

It is asking members, and others with an interest in the organisation’s work, to give their views about its future direction and identity.

“A thread running through the new strategy will be the Association’s ongoing campaign, Every Child Is Worth It,” says SA vice chair Dan Turner.

“This demonstrates our members’ belief in the positive benefits of uniform and that it should be accessible to everyone.”

As part of its commitment to this goal, the SA will be reinforcing its Code of Conduct for members, covering areas such as ethical sourcing. It will also introduce a new category at the Schoolwear Awards, which will be repeated at October’s Schoolwear Show after a successful debut last year. The new award will recognise social responsibility in the area of supporting schools and families to ensure every child has a quality uniform. A guide for members on best practice in this area will also be published.

Meanwhile, to ensure it is accurately representing the views of members, the SA will carry out its annual survey in spring, canvassing opinions on everything from Brexit to gender neutrality in uniforms.

A new website, including a refresh of the organisation’s brand identity, is also underway.

Again, the Association is seeking views about what users would like to see on the new website.

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To celebrate World Book Day earlier this month, Trutex hosted a fancy dress competition for the best child’s outfit. Parents had to Tweet a picture of their child’s outfit to the schoolwear company for a chance to win a voucher to spend on Trutex school uniforms.

Stationery supplier Maped Helix is expanding its licensing portfolio in 2018 to include new ranges

by Pepsi and Jelly Belly.

The Pepsi collection, which includes pencil cases, erasers and pencil sharpeners, features the original Helix Pepsi stationery from 1982, but with fresh designs.

Under its agreement with the Jelly Belly Candy Company, Maped Helix has developed its first scented stationery set. Featuring a jelly bean shaped tin, each set will embody the scent of Very Cherry, one of Jelly Belly’s most popular jelly bean flavours, and includes two pencils, an eraser, ruler, pencil sharpener and a four-colour pen.

The best-selling range of Pringles pencil cases has also been extended.

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In a bid to allow pupils selfexpression, rather than conforming to a standard gender stereotype, Blatchington Mill School in Brighton has taken out references to boys and girls in its school uniform policy, with one list and one price for all students, regardless of gender or clothing sizes.

Taimei primary school in Tokyo has introduced an Armani-branded school uniform. The thought behind the designer uniform, which includes sharply tailored blazers and accessories, is to help integrate the school into the wealthy Ginza district where it is located.

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STYLE WITH

WOODBANK SIGNATURES

Woodbank Signatures is the new custom sweats range from Rowlinson. Based on Woodbank Sweats, it offers custom styling on welts, cuffs and ribs in any colour combination from 17 stock shades.

Perfect for house or club colours and available in crew, v-neck, cardigan and hoodie.

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TRUST ROWLINSON THE UK’S MARKET LEADING SCHOOL KNITWEAR BRAND www.rowlinson-knitwear.com

INTERVIEW | CWB-ONLINE.CO

THE BUSINESS OF ETHICS With companies increasingly held accountable for their social and ethical responsibilities, Luke Conod, owner of School Uniform Shop in Hereford, discusses best practice in the schoolwear industry.

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Laura Turner: You’re something of an ambassador for ethical and sustainable schoolwear supply – how did this happen?

Luke Conod: I’m heavily involved with the Rotary Club, which organises local community and overseas volunteering. As a result, I’ve travelled the world and some staggering disparities became very apparent; namely, the production of cheap school uniforms for children in the UK, which in many cases is being made by children overseas who not only cannot afford school uniforms themselves, but actually can’t go to school.

While I can’t fix the world, I can do my bit for school uniform. I decided as there are several wholesale school uniform suppliers who are ethical, that we would buy only from them. That way, we could offer UK schools who care about their ethics a better, guilt-free product and service.

LT: What are your key business values?

LC: Firstly, ethical – at School Uniform Shop, all of our uniforms are ethically sourced.

Also pride – we are proud to be one of the only suppliers of all ethical uniforms in the business. We are proud of what we have achieved as a business and proud of our customers’ continuous support.

Then there’s quality – our aim is to provide excellent quality clothing for every child’s needs. Our tried and tested uniforms have consistently good reviews from parents and are always easy to care for – most items can be put straight into the washing machine.

The detailing on each garment is always to the highest standard too.

Affordability is another key value. We may not be the cheapest supplier, but we are definitely the best value for money. Our uniforms are of the best quality at affordable prices. You can buy a complete plain school uniform from us for as little as £23.

Purchasing from us will also give the customer peace of mind that their child’s school uniform is being manufactured ethically and responsibly.

Then relationships – we pride ourselves on the relationships we build, whether that be with the schools we work with or our customers.

And finally, our team. We are an approachable, trustworthy, friendly and kind team that offers professional and expert knowledge and advice.

LT: What is the criteria for the suppliers you use?

LC: No child labour, safe and hygienic working conditions, working hours that aren’t excessive with regular breaks, wages of the industry or country norm, that

employment itself is freely chosen, with no person taken against their will or forced to work, and that the factories undergo rigorous checks and audits to make sure they are safe and secure structures.

LT: Which school uniform suppliers do you stock?

LC: David Luke, William Turner, Rowlinson, Banner, Falcon and Trutex. >>> MARCH/APRIL 2018 - 45

CWB-ONLINE.CO | INTERVIEW

LT: How hard is it to source school uniforms that meets all of your requirements?

LC: We have worked with all our suppliers for a number of years and are very fortunate that they all work extremely hard to ensure they manufacture their products to the very highest standards. This is in terms of both quality and ensuring the very highest working conditions and fair pay for the people who manufacture their garments, whether they produce these in the UK or overseas.

LT: Are there any school uniform suppliers you feel are particularly pioneering in ethical and sustainable production?

LC: We are particularly proud to work with David Luke, as it really shares and embraces our ethos. It is a family business and has been trading for over 30 years. Its motto is “Durability in Mind. Ethics at Heart.” We firmly believe in David Luke as a brand that fits in well with our ethics, values and customers.

In 2010, David Luke began working on an Eco-uniform concept. Fast forward two years, and that concept became a reality when it began using recycled plastic bottles to manufacture its blazers. Since it launched the Eco-uniform, David Luke has saved a total of 8.84 million two litre bottles from landfill. We think that’s incredible and are proud to be a supporter and supplier.

LT: Retailers are increasingly introducing own-brand labels to meet specific needs – have you considered launching an ethical and sustainable schoolwear brand?

LC: We’re piloting a scheme with Aim Apparel, which is a charity based in Phnom Penn in Cambodia. I visited personally in 2017. They take women out of sex trafficking and employ them in good conditions to put together ethical clothing. At the moment, we’ve trialled 15 designs of T-shirts and hope to be able to roll this out to schoolwear in time.

LT: How receptive are schools and pupils to your ethos?

LC: We’ve been really surprised – and delighted – at how receptive the schools and pupils have been to our ethical and sustainable policies.

While the parents can, understandably, be 46 - MARCH/APRIL 2018

resistant to the price increase that this policy can often require, the kids themselves are lobbying for fair pricing and a better world.

They seem to get the idea very quickly that there is a particular irony with the risk that the school uniform they are wearing is being subsidised by a child or family that can’t afford to actually attend school in the first place.

LT: Do you take any measures to ensure the day-to-day running of your business is as ethical and sustainable as possible?

LC: Our mantra is People Planet Profit. These are words we live by and which influence everything we do. For instance, all our plastic bags are made from biodegradable materials and all plastic, paper and cardboard packaging that we receive from our suppliers is recycled locally. We use Pedi Cargo for the stores in the city centre and Quick Skip Recycling for everything from our warehouse.

LT: Are you working on any other projects at the moment?

LC: Yes, we’re currently working with Cambodia’s Ponheary Ly Foundation, which promotes access to public education opportunities and the health and well-being of children and young people in Cambodia. Also the Rotary Club in Hereford on three projects at the Ko Ker School.

The first project is the library at Koh Ker School in Cambodia, which is so much more than a place to come and read a book. It schedules activities such as art and crafts, checkers and a chess club, colouring in sessions and it even has Lego the children can play with. Ponheary Ly Foundation describes it beautifully as: “In places where there is not much ‘push’ from the family for the children to come to school, there must be a tremendous amount of ‘pull’ and everything that goes on in PLF libraries does just that.”

The library at Koh Ker School was only opened in September 2015 and already it has proven to be educational, but most importantly, a fun place to be for all of the children. It has a well-trained librarian, who keeps the books, games, activities and children playing and learning as they should be. She is also trained as the school nurse, which we think is amazing.

We’re also working on a Wellness Programme. Obviously it’s important that children are well cared for and clean all around the world. Unfortunately, however, we know that isn’t always the case. In Cambodia, the children who attend Koh Ker School do not have this care at home, so it’s important for the school to introduce this into the children’s daily routines.

Things that are covered within the wellness programme include basic hygiene, first aid and basic medicine, clean water and transport to hospital. Students at Koh Ker School have access to endless supplies of soap and clean water, and have a wash in the mornings as soon as they arrive at the school before breakfast. Tooth brushing classes are given to provide invaluable education about dental hygiene and all children clean their teeth after breakfast every morning.

Finally, we’re also working on English language instruction. The children at Koh Ker School are taught English from the age of 11, continuing through their schooling up to the age of 15 or 16. English as a language in Cambodia is important for a number of reasons. Students who have basic English skills will perform better in classes and technology classes, when they are old enough to take them. When the students take technology classes, they will have access to online training courses and internet research classes. They can access foreign news sources to get a clearer view of the world than that which is offered by the heavily censored Cambodian media. There are very few academic books in the Khmer language, so learning how to read, write and speak English will give these students access to a wider variety of books. Cambodia is also a growing tourist destination, especially around Siem Reap where over three million tourists flock per year to visit the temples of Angkor Wat. By learning English, it greatly increases chances of securing a job in the country’s growing tourism industry. For students who make it to University in Cambodia, many courses will be taught exclusively in English and will only use English language textbooks. If they do not know business level English, it will prevent students from entering fields such as medicine, engineering and IT. There are two English teachers at Koh Ker School who teach Grades 5 and 6 after school. This initiative funds the teachers’ salaries, provides textbooks and workbooks for the students, as well as teachers’ manuals, audio equipment and other teaching materials.

LT: Finally, what changes you would like to see within the schoolwear industry to make it a more sustainable and ethical one?

LC: It’s quite simple really; all retailers, including the supermarkets, should sign up to a code of ethics that ensures all school uniforms for the UK market are produced by people who are able to have a decent standard of living, work in a safe environment and be paid enough to be able to send their own children to school.

Every summer, the supermarkets advertise a complete school uniform for £3.50 – less than a cup of coffee. It’s clear by selling uniforms at these prices that the supermarkets are keeping the people who manufacture their school uniforms in poverty.

Durability in mind.

Ethics at heart..

Eco-uniforms have far-reaching benefits.

Did you know the average senior school committing to our Eco-uniform will prevent 36,000 bottles from going to landfill*.

With those 36,000 bottles lined up, it is the equivalent distance to:

RUNNING AROUND THE AVERAGE SCHOOL ATHLETICS TRACK

34 TIMES

WALKING THE LENGTH OF A SCHOOL SPORTS HALL

JUMPING THE HEIGHT OF A NETBALL POST

414 TIMES

4,250 TIMES A students Eco-uniform will prevent 70% of the plastic bottles they throw away from going to landfill.

An average Eco-uniform student saves 30 bottles from going to landfill through the uniform they have purchased.

The bottles saved from landfill through each Eco-uniform garment include:

18 BOTTLES

4.5 BOTTLES

5

BOTTLES

3

BOTTLES

2

BOTTLES

With 18,300 registered Eco-Schools in the UK, it is a great time to talk to schools about our Eco-uniform. To discover more about Eco-uniform and how David Luke could help you make the switch visit: davidluke.com or call: 0161 272 7474. Email: sales@davidluke.com

‘*Based on an average sized school of 1,200’.

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To subscribe, simply call us on: +44 (0)1484 846069 or email: data@ras-publishing.com

48 - MARCH/APRIL 2018

4 4FunkyFlavours 0031 4021 80567 www.4ff.eu A Alba of Denmark 07714 742899 www.turrettwo.com • Attic 07535 773115 www.attic-textiles.co.uk • Angulus 07855 509069 www.breitensteins.com • Another Fox 07850 412390 www.anotherfox.com • As We Grow greta@ aswegrow.is www.aswegrow.is B Barn of Monkeys 00351 2520 20430 www.barnofmonkeys.com • Bling2o 01903 885669 www.bling2oaustralia.com.au • Bobux 01280 701683 www.bobux.co.uk • BOGS 01748 900421 www.bogsfootwear.co.uk • Breitenstein Agencies 07855 509069 www.breitensteins.com C Camomile London 01707 517057 www.camomile.london • Chipmunks 01565 757891 www.chipmunksfootwear.co.uk D Dinoski 07876 684862 www.dinoskiwear.com • Doodlemoo hello@ doodlemoo.com www.doodlemoo.com E Easy Peasy 07929 415784 www.belvarbrands.com • Eco Glitter Fun noemi. lamanna@ecoglitterfun.com www.ecoglitterfun.com • Egg Helmets 0031 6836 99223 www.egghelmets.com F Fashion UK 01162 762929 www.fashions-uk.com • Fiona Walker England 01628 820082 www.s-cbrands.com • Forivor 07811 461231 www.forivor.com • Fresh Ego Kid 020 3026 8007 www.freshegokid.com • Froddo 07796 766669 www.kidsnewshoes.com • From Babies with Love 0800 6891912 www.frombabieswithlove.org • Frugi 01326 558462 www.frugiwholesale.com G Grass & Air 0161 2727474 www.grassandair.com H Hatley serviceuk@hatley.com www.hatley.com • Home by Door nicky@ littleicons.co.uk www.littleicons.co.uk • Hugs Factory 0039 0461233200 www.hugsfactory.com I In2wood info@in2wood.be www.in2wood.be J Jellycat 0207 6039383 www.jellycat.com • Jumping The Couch 0161 359 4320 www.jumpingthecouch.com K Kidult & Co 07805 826764 www.kidultand.co • Kidunk contact@kidunk.com www.kidunk.com • KKami info@kkami.nl www.kkami.nl L Les Petits by Seascape stuart@seascapeuk.com www.seascapeuk.com • Lilly 00 Sid 0843 2896 534 www.lillyandsid.com • Little Champions hola@ littlechampions.es www.littlechampions.es • Lulu & Nat 07527 812260 www.luluandnat.com M Maison Deux wholesale@maisondeux.com www.maisondeux.com • Maped Helix 01384 286860 www.mapedhelix.co.uk • Meri Meri customerserviceuk@ merimeri.com www.merimeri.com • Miniman 00972 523973100 www.miniman.co.il • Mini Melissa 020 7377 2570 www.melissahoe.com.br • Mini Rodini wholesale@minirodini.se. www.minirodini.com/en • Moccz merve@moccz.com www.moccz.com • Motomo info@motomo.it www.motomo. it • My Mini Label 0045 5356 2425 www.myminilabel.com N Nana’s Manners 020 3179 2350 www.nanasmanners.com • Nibbling Teething Jewellery 07943 958860 www.nibbling.co.uk P Petasil catriona@marrum.co.uk www.marrum.co.uk • Petit Stellou info@ petit-stellou.com www.petit-stellou.net • Poco Nido salesandpress@poconido. com wholesale.poconido.com • Pouce et Lina 0033 9538 18751 www. pouceetlina.com R Rachel Riley 020 7935 7007 www.rachelriley.co.uk • Rachel Riley Home 020 7935 7007 www.rachelrileyhome.com • RedUrchin info@redurchin.co.uk www.redurchin.co.uk • Ricosta 0116 2597427 www.ricosta.de • Rockahula Kids info@rockahulakids.com www.rockahulakids.com • Roma 01305 853799 www.romaprams.co.uk • Rowlinson Knitwear 0161 4777791 www.rowlinsonknitwear.com S Samphire catriona@marrum.co.uk www.marrum.co.uk • Scholl Kids catriona@ marrum.co.uk www.marrum.co.uk • Schoolwear Association info@ schoolwearassociation.co.uk www.schoolwearassociation.co.uk • Selfie Clothing 01638 333321 www.selfieclothing.co.uk • Slipfree info@iloveslipfree. co.uk www.iloveslipfree.co.uk • Snüz 01789 734022 www.snuz.co.uk • Start-Rite Shoes 01603 595200 www.startriteshoes.com T Tane Organics 001 646 573 8764 www.taneorganics.com • Term Footwear 01202 578900 www.termfootwear.com • The Blinky Company 07808 766658 www.theblinkycompany.com • The Faraway Gang 07929 378860 www.thefarawaygang.com • The Little Tailor jane@thelittletailor.com www.thelittletailor.com • Trutex 01200 4212000 www.trutex.com W Well Grounded Co. 07961 418854 www.wellgroundedco.com • Wex Baby 07515 032224 www.wexbaby.co.uk • Whisbear - The Humming Bear 0048 5124 11204 www.whisbear.com • Wildchild London 07802 222441 www.wildchildlondon.co.uk Z Zaxy 020 7377 2570 www.zaxyshoes.co.uk • Zellie 07841 399670 www.zellieadventure.com

DIRECTORY | CWB-ONLINE.CO

ACCESSORIES

SCHOOLWEAR

AGENCY

ORCHARD AGENCY

With 50 years of schoolwear wholesaling behind us we are proud to continue supplying top quality school uniform with excellent stock availability and competitive prices to boot!

BamBam – innovative, high quality but also surprisingly affordable.

Tel: 01442 248099 Email: sales@finestforbaby.co.uk

Chris, Carol, Lisa & Ray are the team behind Orchard, a leading second generation childrens clothing agency in the UK, with expertise in London and the South East.

Orchard Agency, 28 Fourth Avenue, Frinton-on-Sea, Essex CO13 9DX Tel: 01255 674301 Email: chris@orchardagency.co.uk carol&ray@orchardagency.co.uk

SCHOOLWEAR EMBROIDERY PRINTING We also offer a full embroidery and printing service whereby you can expect to receive the goods back, ready to sell or wear; making it an easy, hassle-free process.

CWB BUSINESS DIRECTORY

Call: 0208 887 8778

www.candybows.co.uk

Email: sales@innovationschoolwear.co.uk Visit: www.innovationschoolwear.co.uk

WELDON AGENCIES

Hand tied, classic hair bows for school, parties & everyday.

Pettiskirts, dresses, baby onesies, tutus, wings & wands & t-shirts.

BABY & KIDS SHOES SCHOOLWEAR ENTERPRISE HOUSE 34 FARINGDON AVENUE HAROLD HILL ROMFORD ESSEX RM3 8SU T: 01708 739 390 F: 01708 341 382 E: sales@zecoschoolwear.com

zecoschoolwear.co.uk

www.inchblue.com

DISTRIBUTOR WANTED

New organic label with a unique concept are looking for a distributor in the UK.

Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe, Canada and Russia. Catering for boys and girls 0 to 16 years. Styling from contemporary to traditional.

FUN & FUN, LE CHIC, DEUX PAR DEUX, FOQUE, SARDON, LARANJINHA, JEYCAT, GULLIVER Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email: barrieweldon@btconnect.com, andrewweldon@btconnect.com www.weldonagencies.co.uk

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

OILILY KIDS, ROOM SEVEN KIDS, RAP KIDS SHOES Unit 12, Derwent Business center, Clarke Street, DERBY DE1 2BU Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk www.vanhuizenagencies.co.uk

SCHOOL TIES

TO ADVERTISE IN THE CWB DIRECTORY PLEASE CALL MICHELE ON

The Telegraph(UK) March 2015 “I am impressed by this organic babywear brand”.

Tel: +31(0)30 7514025 Email: natalie@daddyproof.nl www.daddyproofkidswear.com

01484 848337 OR EMAIL MICHELE@RAS-PUBLISHING.COM

MARCH/APRIL 2018 - 49

CWB-ONLINE.CO | TALKING POINT

HARRIET JONES Founder of Rockahula Kids Harriet Jones discusses the move from high street retail to launching her own kids’ accessories brand, Rockahula Kids, and why she plans to grow the business with ethics at its core.

— Laura Turner: What led to the launch of Rockahula Kids in 2013?

Harriet Jones: I’ve been in retail all of my working life, it’s definitely in my blood. Even as a teenager I was working weekends in my mum’s shop. From university, I went on to work for quite a few large high-street retailers, starting as a buyer’s assistant and ending up running the kids’ department at a big international retailer. It was here I discovered that working with kids’ products was my perfect fit. After having my first child, I couldn’t find a balance that enabled me to look after my little boy and also go back to work. I’d always dreamed of running my own business, where I could really have creative control, so after having one more baby boy, I decided to take the leap and set up Rockahula Kids.

Anything that’s an accessory, we’ve got it covered. We offer hair accessories and jewellery, bags, purses, bag charms, hats, scarves and sunglasses in summer.

LT: How are you finding working for yourself?

HJ: Totally different. When you work for a large retailer, you have a very blinkered idea of everything else that goes on to enable the business to function. Running my own business means it’s now my job to know absolutely everything, from designing products to understanding how much it costs the warehouse to pick and pack a single order. I had big ideas about the look and feel of my product range, but also the way I wanted the business to run in a wider sense. I love the fact

you can tear up the rule book and do things your own way, sometimes not with the outcome you want, but it’s a great feeling when it goes right. Now, I don’t have to buy to a strict margin. If we love a product but it’s just too expensive, we keep it in the range and just take a hit with a lower margin. I’ve learned that while being profitable is important, it’s not the whole picture. You can find a balance that satisfies your creativity and still be able to make a living.

LT: How would you sum up the brand’s spirit?

HJ: Purely playful, with a sense of fun at its heart. It’s about being yourself and wearing whatever makes you feel good.

LT: Where do you source design inspiration?

HJ: I gather bits and bobs wherever I go and store everything up until it’s time to work on a new collection. I usually start each season with an abstract idea in my head, a loose concept, and then build up around that. For this s/s, the starting point was a magical seashore. I had this idea of a beautiful, shimmery shell, so I found the perfect glittery fabric and designed lots of products around it. My kids are also a great source of inspiration.

LT: What’s new for a/w 18?

HJ: We have some beautiful knitwear coming in. We’ve really focused on getting the hand feel just right, along with gorgeous embroidery and rich colours. The theme running through the collection is the winter night sky, so expect lots of spacecraft, stars and planets.

LT: What are your best-sellers?

HJ: We cannot sell enough unicorns. This is one trend that’s definitely not going anywhere.

LT: Any plans to expand beyond accessories?

HJ: Accessories are a brilliant product to work with and will always be at our heart, but I could definitely see us expanding into other product areas as the business grows.

LT: You recently launched in the US? HJ: Yes, in January, and the collection was really well received. We picked up some great independents and hope to build on this further in the coming year. The US is an exciting market to enter, but also highly competitive.

We need to pace ourselves and make the right decisions about who we work with.

LT: Another development is your move to make the brand 95 per cent free from plastic – can you tell me more about this?

HJ: I was feeling more and more uncomfortable with the increasing quantities

50 - MARCH/APRIL 2018

of plastic bags being used to contain our goods. Although the actual product packaging we use is already 95 per cent plastic free, when shipping the goods, everything is wrapped in clear plastic bags that just get thrown away once unpacked. I realised it would be a simple change to make the switch to paper and so, for this season, we shipped everything in paper bags and found some gorgeous stripy paper bags to use for retail orders. It hasn’t been without its teething problems, but we’re well on the way to phasing out plastic packaging and our stockists have been amazingly positive about it. We shout about it a bit in the hope other companies might jump on board. If larger retailers took it up, the impact could be huge.

LT: You’re obviously ethically driven – you also donate 5 per cent of annual profits to charity?

HJ: Yes, this year we picked three children’s charities – UNICEF, Maternity Worldwide, which carries out essential work in African countries, helping women give birth safely to healthy children, and Chance for Childhood, which supports vulnerable street children in sub-Saharan Africa. I’m a firm believer businesses should not exist just to make money, but also to support and make a contribution to society.

LT: Any other plans for the brand?

HJ: We have a number of exciting brand collaborations coming up for next season and beyond – watch this space for further news.

We of course have lots of new product ideas in the pipeline too. Longer term, as we grow, I’d like to focus on trying to think a bit differently about the way we do things behind the scenes, and how we can make positive differences by running the business in a more thoughtful way. www.rockahulakids.com

For the toe draggers, the heel scuffers, the prolific side swipers.

360 degrees of tougher-thantough protection.

So that little feet can live big.

KeepExploring

Available for wholesale orders.

Contact sales@youngsoles.co.uk for more information.

Š2018. All rights reserved Young Soles, Photography by Emma Donnelly.

AUTUMN / WINTER 2018