The Big Interview

DRESSED FOR SUCCESS

The Blues name has been a familiar one for many years within the children’s licensed apparel space, but there are also four other equally well-known names in its overall group, all with their own individual specialisms. PPS catches up with group md, Mike Coles, to talk design excellence, being able to adapt your business at lightning speed, top performing licences and being at the top of your game.

Above right:

Mike Coles, group md, Blues Group. Inset: Mike believes that the company’s great design helps it to stand out.

When it comes to licensed apparel, Blues is a name which has been synonymous with the category for many years. It has enjoyed success with a host of character and entertainment licences across numerous licensors, and enjoys an enviable reputation in the business.

But there’s a lot more to the group it is part of than simply the Blues name, with Blues Group also housing babywear specialist Dennicci, Blues Nightwear, Brecrest Fashion and Cohen & Wilks (see separate box out).

“We have not changed anything significant within the group, other than to remove crossover from each business, to allow them to concentrate on their specialist areas, utilising the skillset and factory base focus to enhance their offer within the category,” explains Mike Coles, group managing director. “The Blues name in licensed clothing has been a recognised brand for years and for many of those it was the go to company for licensed apparel to the high street and grocers.”

When it comes to top performing licences across the group over the past year, Mike lists some familiar names including Peppa Pig, Peter Rabbit, Hey Duggee and PAW Patrol, as well as the Disney and Warner Bros. catalogues.

And for new launches in 2022, all eyes are currently on Bluey, Octonauts and Tusk.

So where does Mike see further growth for the group coming from? “The width of product in fashion we can now offer,” he confidently states. “Nightwear and loungewear is still in a period of growth. We are concentrating all our efforts to be top of our game for the UK and Irish market.”

There are challenges, but Mike and the team have also identified opportunities, too. “There are very few new properties that have come through over the last few years, mainly due to Covid and reduced investment,” he points out. “So, we have invested all our resources and efforts into the licences and brands we have already partnered with. This has presented us with new opportunities and areas of growth.”

On the subject of the last two years, when asked what is the biggest lesson that the business has learnt, Mike offers: “The need to adapt and change your business at lightning speed. This is something that we can do within the group, as we are directors and owners, so decisions can

be made instantly.”

The sectors that Blues Group works in are notoriously competitive, of course, and Mike believes that it is the company’s great design which helps it stand out, with licensors, retailers and consumers: “We have one of the largest design teams of any company in licensed apparel.”

To conclude, looking towards the rest of 2022, as a group what would Mike most like to achieve by the end of the year? “A return to some degree of normality… whatever that is!” he says succinctly.

WHO’S IN THE GROUP?

The group is made up of five companies, all with their own particular specialism, as Mike explains.

“Dennicci is the UK’s number one licensed babywear specialist, producing award winning collections featuring a range of characters; Blues Clothing is the children’s licensed daywear business; Blues Nightwear was previously called Smithy Green Apparel and is the children’s and adult licensed and non-licensed business, with products ranging from wovens to knits with embellished graphics, fluffy dressing gowns and novelty hoodie onesies; Brecrest Fashion focuses on baby and kids sportswear; and, finally, established in 1974, Cohen & Wilks is the specialist outerwear business.”

Part of the Blues Group

Below: The five companies within the group all concentrate on their specialist areas. Below left: Disney brands are among the company’s top performers.