ROSES COMING UP

Founded in 2010, British children’s fashion brand, Blade & Rose, is instantly recognisable for its unique signature leggings, with fun and quirky designs on the bottom. PPS chats to founder, Amanda Peffer to find out more about the company, its sustainability journey and its focus on the indie retail sector.

Blade & Rose, named after founder, Amanda Peffer’s two children, Harvey Blade and Issey Rose, was created while she was on maternity leave. The idea for the brand’s signature leggings came from experience: “I found I was constantly pulling down my crawling three month-old daughter’s dresses to cover her bottom,” Amanda explains. “This coupled with a distinct lack of interesting legging designs on the market at the time, created a lightbulb moment.”

As she developed the products, Amanda placed importance not only on the eye-catching designs, but also on the quality of the fabric, ensuring it was durable, functional, would wash well and was kind to children’s skin.

Amanda continues: “The initial range was met with roaring success and quickly sold out, establishing a dedicated fan base among children and parents alike.”

That popularity has continued as Blade & Rose continues to regularly create new designs and product lines with accessible prices, starting at £3.50 for socks, to £40 for the colourchanging raincoat.

Covid saw the brand’s online sales soar, but: “Our focus now is to increase our presence on the high street. Our product is so visual and tactile, consumers need to see and feel it.”

Amanda sees a strong fit with indies: “Our product is a perfect match for the independent retailer. In the current climate, the consumer is looking for a well-priced but practical gift. Blade & Rose offers a bright, colourful and unique product. It displays easily in any size footprint, therefore the initial commitment is small.”

Product lines lend themselves well to both gifting and self-purchase, as consumers often repurchase after an initial gift or purchase. The product is available from birth to four years old, so consumers can continue to buy their favourite leggings as the child grows.

Amanda furthers: “We try and ensure we always have core stock available for accounts to reorder throughout the year. Our classic designs such as Highland Cow, Frankie Lion and Maura Mouse are always in stock in our UK warehouse enabling accounts to reorder and top up throughout the year.”

The S/S collection from Blade & Rose features brightly coloured t-shirts, knitted shorts, summer hats, zip up rompers and summer leggings.

Eco Expansion

“Our focus is very firmly on the impact we are having on the environment,” Amanda tells us.

“Therefore we expanded into a collection of Eco colour-changing raincoats, splash suits, rucksacks and matching lunchboxes, which are all made from recycled polyester derived from plastic bottles. We also use Better Cotton Initiative (BCI) cottons on 80% of our products.

“Ethical and respectful business practice is also at the core of Blade & Rose’s values. We have worked with the same factories since we started in 2010; we have always worked closely with them, visiting regularly, and consider their relationship vital.”

All factories the brand works with also have BSCI certificates.

Later in the year, the A/W range will offer a huge array of new characters, including the timeless Peter Rabbit collection.

Below left: The S/S range features bright, colourful summer hats, including this Bright Dino design.

Below: The brand’s partnership with Peter Rabbit will continue throughout the year with timeless designs.

Best Sellers

“Our rocking unicorn called Celeste from the brand Little Bird Told Me, which can be personalised with your child’s name on for babies from nine months-old.”

A Tricky Year

“Last year has been difficult for our online business,” says Ivy Rudd, owner of the Rocking Horse Toy Shop. “PostCovid situation and the economic climate have not seemed to free up much cash for parents to buy too many new toys for their children.”