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Working with Konfidence Konfidence Brochure WB 02.indd 1

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Contents Introduction Konfidence today

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General Business Principles

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Product Information and Comparisons The Original Konfidence Jacket

6-7

The Konfidence Floatsuit

8-9

Babywarmas

10 - 11

The One Size Aquanappy

12 - 13

Neoprene Babychanger

14 - 15

Manufacturing Capability

16 - 17

Warehousing and Distribution

18 - 19

Products tested to and compliant with latest international safety and quality standards

Working w

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Konfidence today Konfidence is Europe’s leading dedicated designer and manufacturer of baby swimming and learn to swim products. We are a substantial business with a fully employed workforce dedicated to delivering everything our customers need. From order processing and dispatch to customer care and accounts, we’ve got experienced, enthusiastic employees in each of these departments. We operate from modern, custom fitted office and warehousing facilities in Cornwall, UK from where we serve all of our customers across Europe.

g with Konfidence... Some key partners and customers in the UK include Mothercare, John Lewis, Jo Jo Maman Bebe, Harrods, Fenwicks, Center Parcs, Alton Towers, Keycamp, Mark Warner Holidays and Neilson. For each of these we offer a tailored service allied to their requirements. In a very competitive market, we continue to grow and to add new customers. We are robust in ensuring that our customers represent our brand well and we are dedicated to protecting our brand position and the value it represents. This approach helps to ensure that all of our retailers can be confident that they are dealing with a professional partner who works hard to ensure that everyone who sells Konfidence products has the opportunity to make great margins and achieve success with the brand.

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20 product awards won in last 18 months

Our PR and marketing in the UK is driving more and more people to the brand whilst the quality and value of the products keeps them loyal. We were the single most successful business in our industry last year in terms of awards won and product recognition from parents and 3rd party organisations. Outside of the UK we are experiencing tremendous growth. In the last 12 months we have added several new distribution partners meaning that we now have representation in more than 25 countries across 5 continents. Our distributors and partners in foreign territories reflect the values we work by which gives us the assurance that Konfidence is represented across the world in the right way by the right people. As a result of the work our distributors do, Konfidence can be found in some of the largest, most prestigious retailers in the world as well as specialist stores and swim schools in every territory. We have a global reach like none of our competitors.

Overall, as we move towards 2014, we are a rapidly growing business with the experience, attitude and network to take on new and exciting projects.

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General Business Principles: In order to build and maintain a long term relationship between supplier and customer, alongside mutual respect and trust, certain industry standards need to be observed.

We are fortunate to work in an industry where the goods we supply are ‘grown out of’ long before they are worn out. If customers recognise the quality, value and service that we provide, they will return many times as their children grow. If they feel in anyway unhappy they will look for alternatives and be reticent in recommending our products. Brand loyalty is hard fought for and won but all too easily lost if the customer becomes alienated.

High Street Retailers will normally look to achieve a margin based upon the selling price of the product. This can be between 50-70% of the selling price depending on the product itself and volumes supplied. Konfidence has always worked hard to ensure that the Recommended Retail Price (RRP) represents good value for money for the retail customer. This means the customer should be delighted with the product and happy with the price they have paid. This does not mean discounted or cheap prices but absolutely relies on a good balance between top quality, perceived value and excellent service.

It is essential that our customers tell us what they would like to achieve. This way we know what we need to achieve and If can meet it then we will. However if we can better it, we tell them. Our approach is collaborative so we will work with all our partners to try and help achieve their aims with them. Customer care and retention are paramount to maintaining a stable and profitable business. As in so many walks of life excellent communication is essential.

With these elements in mind, we then work with our customers to allow them to achieve the highest margin possible based upon their order volumes and the RRP.

More than 600,000 Konfidence Jackets sold worldwide in last 10 years

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The Original Konfidence Jacket Whatever age a child first goes into the water they want to feel safe and secure, which makes our Buoyancy Jackets perfect for introducing the wearer to the joys of swimming, and having fun in this environment. Armbands can often be cumbersome, uncomfortable to wear and difficult to get on in the first place, which is why the Bouyancy Jackets are such a great idea. With their integral floats positioned around the body they leave arms free to perfect those all-important swimming strokes. As the child grows in confidence, floats can be removed until finally all the floats are gone and they are swimming unaided. • The bright yellow back provides hi-visibility for parents • Can be used in the pool, on the beach, in the sea and at water parks • Can be worn over normal swimsuits, wetsuits or UV sun protection wear • Encourages water confidence at any age • All Jackets feature our patented yellow back for hi-visibility at the pool or on the beach • Easy to use removable 8 float system for adjustable buoyancy – clear instruction printed in the jacket

Made from neoprene fabric they provide warmth, comfort and a feeling of security.

• Chunky YKK zip • Velcro® zip guard to keep zip in place • Internal zip guard to prevent rubbing against skin or suit • Soft, flexible neoprene for warmth, comfort and buoyancy • Soft Lycra binding prevents chaffing • Jacket style for added warmth, comfort and security 6

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Original Konfidence Jacket

VS

Other Float Jackets

Easy to use 8 float system provides flexibility for the user to adjust buoyancy as required

Some use a 16 float system is overly complicated and can confuse customers as to the order in which floats should be removed. Some use large float panels which cannot be removed and mean the buoyancy is not adjustable. We also see some with inflatable pouches which are obviously at risk of puncture.

Soft Poly-Lycra binding helps prevent chaffing around arms and neck

Many use PK Nylon which is much more rough and will chafe against the skin

Out testing is completely up to date with the latest EN 13138-1 (2008) standards

Many brands do not even have the CE mark while others only have certificates that meet old standards.

Jacket style offers better fit and offers additional warmth and sun protection across neck and shoulders

Most others use a vest style which covers less skin and offers less warmth and sun protection across neck and shoulders

We have colour co-coordinated zips and Velcro zip guard on all jackets except the Pink/Lilac (where navy is used)

Standard black zip on nearly all other brands. Some do not have zip guard and others just have a black or white one – no colour matching

Chunky and robust zip

Standard black zip is not as strong as is on the Konfidence Jacket

Trademark Hi-visibility yellow back is easy to see on beach or at the pool

No yellow back at all on any other brand

Much nicer designs with simple colours that children love with nice design touches like the swoosh and hibiscus patterns

Many crazy colour schemes with odd logos – not much co-ordination in the range

Simple packaging that keeps costs down and allows the items to be displayed in store properly so they can be picked up and felt by customers

Many use a PVC bag packaging which is costly, environmentally damaging and means that people have to remove the product from the package in order to feel it in store. This often means the shop keeper has to constantly replace products in packaging to put back on the shelf. This bag also cannot be used once the jacket is bought as a wet jacket will go mouldy if left in a PVC bag. It is a complete waste

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The Konfidence Floatsuit Konfidence Floatsuits are an alternative to the Original Konfidence Jacket. They are designed for those who prefer the more traditional swim suit but can be worn from an earlier age (12 months). They work on the same principle as the Float Jackets providing adjustable buoyancy for the wearer and freedom of movement. With their integral floats positioned around the body on the outside of the suit they still leave arms free to perfect those all-important swimming strokes. As with the jacket, the floats can be removed as the child grows in confidence until finally all the floats are gone and they are swimming unaided.

Made from sun-safe UV protective material

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Konfidence Floatsuit

VS

Other Float Suits

Easy to use 8 float system provides flexibility for the user to adjust buoyancy as required

Some use a 16 float system is overly complicated and can confuse customers as to the order in which floats should be removed. Some use large float panels which cannot be removed and mean the buoyancy is not adjustable. We also see some with inflatable pouches which are obviously at risk of puncture.

Our testing is completely up to date with the latest EN 13138-1 (2008) standards

Many brands do not even have the CE mark while others only have certificates that meet old standards.

Great designs combining bright colours that children love with nice design touches like the clown fish and polka dots

Some have crazy colour schemes with odd logos – not much co-ordination across the range

Simple packaging that keeps costs down and allows the items to be displayed in store properly so they can be picked up and felt by customers

Some use a PVC bag packaging is costly, environmentally damaging and means that people have to remove the product from the package in order to feel it in store. This often means the shop keeper has to constantly replace products in packaging to put back on the shelf. This bag also cannot be used once the floatsuit is bought as a wet float suit will go mouldy if left in a PVC bag. It is a complete waste

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Babywarmas

Even in heated pools babies can get cold quite quickly, so the soft neoprene fabric that fits snugly around baby’s body It makes them creates a warm, loving hug.

feel safe and secure, and most importantly, keeps them warm.

• Perfect for baby swimming lessons and use in the pool • Open flat design makes it easy to fit with the wraparound front and adjustable shoulder straps and bottom.

• Large Velcro® fastenings allow you to make the suit fit nice and snug to ensure baby feels safe and secure. • Soft Lycra binding means the suit will not rub on legs, under arms or around the neck • Freedom of movement - soft neoprene body gives flexibility and warmth, leaving the arms and legs free to have a splashing good time • Bottom flap opens on its own for easy nappy changing • Soft Velcro® fastenings that are concealed so they won’t scratch baby or catch on Mum’s swimming costume.

An added bonus! The Babywarma provides additional grip for mum & dad, giving peace of mind when carrying baby on poolside or in the water. 10

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More than 350,000 Babywarmas sold worldwide since 2004 Konfidence Babywarmas

VS

Other Baby Wetsuits

Soft Poly-Lycra binding helps prevent chaffing around arms and neck

Often use PK Nylon which is much more rough and will chafe against the skin

Open flat style with side fastening allows a more snug fit for the baby

Many have an open flat style with front fastening in middle which looks awful and is harder to fit properly, especially as the bottom flap often has to fit under the front of the suit. Very awkward to fit on a wriggling baby.

Bottom flap opens independently which means you can change nappies without having to remove the whole suit which keeps baby warmer out of the water

If bottom flap fits under the front panels it means the whole suit has to be open in order to change. This will cause baby to get cold when their nappy is changed.

Extra soft Velcro used on the side panel which means no scratches on skin and no damage to mum’s swim costume when she’s holding the baby. Stronger Velcro used on the bottom panel and shoulders where most stress occurs to ensure fit is not compromised at all.

Standard Velcro used all over most other garments. This can scratch baby’s skin and snag on mum’s swim costume. It will also catch on the binding of the wetsuit and damage this too.

Great designs combining bright colours that children love with nice design touches like the clown fish and polka dots

Many companies have crazy colour schemes with odd logos – not much co-ordination in many ranges

Simple size range 0-6 mths, 6-12mths and 12-24mth

Some companies have strange sizing. 0-6mth is ok but some use 6-18mths and 18-30mths which have too large a gap. Baby will either be too small for the product when it is first bought or will outgrow the suit too quickly – especially in the best selling middle size.

Great packaging that showcases the product perfectly.

Some come in PVC bag which is costly, environmentally damaging and means that people have to remove the product from the package in order to feel it in store. This often means the shop keeper has to constantly replace products in packaging to put back on the shelf. This bag also cannot be used once the wetsuit is bought as a wet wetsuit will go mouldy if left in a PVC bag. It is a complete waste

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The One Size Aquanappy The one size Aquanappy is one of the best value items in all of baby swimming! Completely adjustable using the Velcro® and fasteners along the waist band, this nappy will last your baby from 3 months old until they are 30 months old.

It is a fantastic alternative to the expensive and environmentally damaging disposable nappies on the market.

• Adjustable with fasteners and Velcro®

• Softly elasticated around waist and legs for comfort

• 3 layers of material to prevent any accidents occuring!

o • Environmentally friendly – simply wash at 30 C

after each use and then re-use

• Several great designs to choose from

SEDEX approved, ethically audited factories 12

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Konfidence One Size Aquanappy

VS

Other Swim Nappies

All in one 3 layer system is simple and easy to use

Many are made of up to 3 separate parts (liner, nappy and cover) all of which have to be fitted separately to the baby. Not easy!! And mistakes are easy to make

Completely re-useable after a simple 30* wash in the machine

Liner must be thrown away after use every time, the nappy and the cover must be machine washed separately. Wasteful and time consuming.

Completely adjustable so that the nappy last from age 3 months to 30 months.

Many nappies is not adjustable so need to be bought over and over again as the child grows. Expensive for customers and means retailers have to stock many different SKUs.

Adjustable poppers and Velcro mean that whatever the baby’s size, the nappy can be adjusted to fit

Buying in sizes (3-6mth, 6-9mth etc) doesn’t always mean it will fit the baby perfectly – some babies are bigger and some are smaller regardless of their age. Could lead to problems if the legs are not tightly covered!!

Great value for money compared with disposable nappies or re-useable nappies that are sized.

Many are expensive to purchase in the first place, then need to buy again as child grows.

Much nicer designs with simple colours that children love with nice design touches like the polka dots and clown fish

Many dull designs that are boring!

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Neoprene Roll n Go Babychanger

This is our neoprene changing mat, perfect for use in the changing room or by the pool. A great alternative to laying down a towel or expensive changing bag which will get wet and dirty very quickly, this mat is non-slip and wipe clean. It’s nice and soft for baby to lay on and can be rolled up and fastened ready to go in your bag when you’re finished. Also great for use by the side of the pool for baby to sit on or for quick poolside nappy changes. • Soft, covered neoprene with Lycra edging • Non slip and waterproof • Perfect in the changing room or at the poolside or anywhere that it is needed • Roll away and fasten with Velcro® for easy storage and transport

FOB pricing and volume discounts available 15

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Manufacturing Capability We have been working with suppliers in China since 2001. Over that time we have built excellent relationships with our colleagues at the factories we use. The challenges of manufacturing so far away are balanced with the significant cost savings, supply of materials and expertise.

the sales managers for their respective factories and both are now married with growing families. Being able to work with and relate to people we have known for that period of time is priceless.

We visit our factories regularly during the course of the year both as part of the on-going production process but also to review and where possible improve procedures. Secondly, we can sit down and work directly with the factories R&D departments to develop new products or make improvements to existing products and materials. The companies and people we work with in China are excellent. Both in terms of their abilities and their dedication. In nearly all cases the merchandisers we work with are graduates with excellent English and a thorough knowledge of our products.

At our main factory we have our own dedicated production floor. We have agreed with the factory that the workers on this floor will have their pay and benefits enhanced and this is paid for by us. This means that in normal circumstances we do not have to negotiate production space with the factory and for smaller orders and shorter lead times this is invaluable. In addition we have access to the best workers as secondment to the Konfidence floor means better pay and benefits. In order to be able to supply blue chip companies our factories are audited for

Established North American office with warehousing

both production procedures and ethical trading standards. The production procedures audit

Currently we have two primary manufacturing facilities in China. At both factories we have known and worked with the merchandisers since 2001. Both have grown from young, graduate, junior merchandisers to being

ensures that the level of quality control throughout the production process meets internationally recognised standards and minimises the opportunity for mistakes to occur. 16

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capabilities we also have the ability to develop and produce smaller niche products to the exact designs of our customers. A case in point would be the re-design and development of a unique teacher bag for one of the largest swim schools in the UK. These bags were developed through design discussions with the customer. Weaknesses in their existing design were

The Ethical audit is carried out independently. It confirms that the factories are decent places of employment, that workers have clean ventilated working conditions and living accommodation. Their wages are at, or above, minimum wage; there is no forced over time, they have freedom of association and there are no prisoners or children working in the factories. This then allows us to register on Sedex; the international register for ethical manufacturers.

identified and proposals for improvement were discussed, made, tested and implemented. In addition new features were suggested, trialled and subsequently formed part of the finished design specification. Although primarily involved in the baby swimming, buoyancy product and swimwear business, we are able to work with and manufacture products outside of these fields. A great example of this was the design and production of Kevlar socks for dogs for the UK emergency services and military. As noted previously we are not restricted to one location for

Clearly there is a cost involved in meeting and exceeding both production and ethical benchmarks however we are able to do this and still remain competitive and meet our obligations to our customers.

warehousing and despatch of goods.

Immediate availability of core products

In addition to our mass production 17

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Warehousing and Distribution Currently this means that they are dispatched to the USA, Australia, Singapore, Malaysia, Hong Kong and many points in between without the need to trans-ship through the UK.

Our principle warehousing facility is in Launceston Cornwall, UK. Our UK head office is located alongside. From our UK facility we supply the whole of the UK, Europe and Russia.

This is especially valuable as the distance and normal lead time of 6,000 miles and 12-16 weeks means that if goods are required urgently ours are often only 4-5 weeks away.

Our aim is to always carry a minimum of 16 weeks worth of stock across all Konfidence branded items in the UK. In addition to our UK warehouse, we

Alongside this, our US office operates a warehousing facility in Minnesota that services all of North America. This facility is equipped to dispatch anything from small fulfilment orders direct to consumers through to large palletised orders for wholesalers and larger retailers.

have warehousing in China. The team there manage a stock of our faster moving items across our core range. These goods can be called off by any of our partners around the world or by ourselves here in the UK.

From our UK facility we supply the whole of the UK and Europe with shipments going to as far away as Russia.

OEM and Co-branding capability 18

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Full PR and marketing support available

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For Healthy, Happy, Konfident, Kids www.konfidence.co.uk Europe’s leading designer of premium protective swimwear for babies, infants and children

www.konfidence.co.uk 01566 777887 sales@konfidence.co.uk Konfidence Ltd 27B Pennygillam Way Launceston Cornwall PL15 7ED

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Konfidence Brochure 2014