CWB MAGAZINE NOVEMBER/DECEMBER ISSUE 97

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

Incorporating

SCHOOLWEAR BUYER:

CWB INDEPENDENT RETAIL AWARDS 2015 The winners revealed HATS OFF TO HATLEY Family lifestyle brand Hatley’s UK plans EXHIBITION CALENDAR Your guide to the a/w 16 trade shows

www.cwb-online.co.uk November/December 2015 Issue 97 £9.95

Courage & Kind combine original Disney sketches and stories with quality materials to create garments for style conscious kids.

sales enquiries kaylianlaaziz@tvmfl.com

press enquiries stephreilly@tvmfl.com www.courageandkind.com

CONTENTS | WWW.CWB-ONLINE.CO.UK

CONT ENTS:

16

28 25

35 REGULARS

FEATURES

SCHOOLWEAR

05: Comment

20: Fabric of life Liberty celebrates 140 years

59: News

06: News 08: NCWA

25: Exhibition calendar The autumn/winter 2016 trade shows

10: Open for business Legal and business advice plus industry opinion

28: Hats off to Hatley Family lifestyle brand Hatley marks 30 years with its first UK flagship

14: Retail Therapy Store profiles and retail news

32: Cold weather staples Winter wrapped up with CWB’s pick of seasonal essentials

16: Brands to Watch Editor’s pick of brands 66: Talking point: Mouse Allen, founder and CEO of Magnet Mouse

60: Too cool for school Totally Cool Clothing, a new range of UK manufactured schoolwear designed to improve the quality of life of children with sensitive and eczema-prone skin.

35: CWB Independent Retail Awards 2015 Category winners and highly commended finalists

Cover: Courage & Kind 0207 563 8532 www.courageandkind.com NOVEMBER/DECEMBER 2015 - 03

COM MENT: We’ve judged, we’ve scored and the results are in for the first ever CWB Independent Retail Awards.

This year we launched the CWB Independent Retail Awards, an initiative to help support and celebrate our readers, to recognise performance and innovation across the UK childrenswear sector, and to provide us with an additional platform to reward the excellence we see day in, day out within childrenswear stores both old and new.

We would like to thank all those that entered, and to send our sincerest congratulations to all of the winners and finalists. The CWB Independent Retail Awards are an annual event, so there will be another chance to be involved next year.

So, it’s the moment you have all been waiting for: please head to page 35 where you will find the winners and finalists of the six award categories. Keep an eye out for our digital and social media coverage and if you want to get involved, don’t forget to use the awards’ hashtag, #wearthecrown.

On the subject of retail, on page 28 we speak to Chris Oldland, president of Hatley, to discuss the company’s UK strategy following the opening of its first British standalone store.

Hatley’s growth is quite remarkable, from an apron business launched 30 years ago in a small Canadian town to the family lifestyle brand of international acclaim that it is today.

Elsewhere, we have a round-up of this season’s trade fairs in our Exhibition Calendar on page 25 and a selection of winter staples in our product focus on page 32. Worldrenowned for its distinctive textile prints and iconic Regent Street department store, we also take a look at the history of Liberty, which celebrates its 140th anniversary this year, in our feature Fabric of Life on page 20.

In schoolwear this issue, I speak to Judy Micklethwait, founder of the newly launched Totally Cool Clothing Company. I was

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 Editorial assistant Rebecca Jackson rebecca.jackson@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 Fiona Warburton fiona.warburton@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 Managing director Colette Tebbutt colette@ras-publishing.com Reprographics/printing Image Data Group Ltd 01482 652323

CWB is published 6 times per year by RAS Publishing Ltd, The Old Town Hall, Lewisham Road, Slaithwaite, Huddersfield HD7 5AL. Call 01484 846069 Fax 01484 846232 www.cwb-online.co.uk Copyright© 2015 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 RAS Publishing Ltd nor its agents accept liability for loss or damage to transparencies and any other material submitted for publication.

COMMENT | WWW.CWB-ONLINE.CO.UK

introduced to Judy at the Schoolwear Show in October, where she was visiting to network and research the industry. There, I learnt of her new UK manufactured schoolwear range designed to improve the quality of life of children with sensitive and eczema-prone skin.

This is achieved through the garments’ linings, which are made from a uniquely developed fabric called BamSil. Find out more about this innovative new entry into the schoolwear market on page 60.

As our last issue of 2015, I will take this early opportunity to wish you all a lovely Christmas and a happy and prosperous New Year. We will return in January with our first issue of 2016, and the first in-depth look at the a/w 16 season, including our exclusive Bubble London preview with everything you need to know about the forthcoming show. In the meantime, you can keep up to date on all the latest industry news via www.cwb-online. co.uk and our social media platforms.

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

NOVEMBER/DECEMBER 2015 - 05

NEWS | WWW.CWB-ONLINE.CO.UK

CWB NEWS: SUNUVA APPOINTS MARKETING MANAGER

SECOND BRANCH FOR ACCENT Leeds family independent Accent, which celebrated its 30th anniversary last year, has opened a second store in Westfield’s latest shopping centre, The Broadway Bradford.

The new branch adds to the retailer’s current store portfolio, which also includes a partnership Replay outlet within Trinity Shopping Centre in Leeds, and its global e-commerce site.

Accent has built a loyal customer following for its design-led junior, womenswear and menswear labels, which include heritage brands such as Matchless, Belstaff, Replay and Grenson. The Bradford store will continue with this signature, with collections including Replay, Lacoste, Cruyff footwear, Scotch & Soda, True Religion and Boss Kids.

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Designer children’s swimwear brand Sunuva has appointed Liz Rose as its new marketing manager.

Responsible for overseeing all UK and international marketing activity, Rose brings with her a wealth of experience in fashion marketing.

Her previous role as marketing co-ordinator for Dorothy Perkins saw her lead successful brand campaigns, implement customer loyalty programmes and build strategic brand partnerships.

Prior to her role at Dorothy Perkins, Rose spent three years working across a number of notable fashion brands including Karen Millen and Fossil Group. There, she was responsible for the development and execution of UK and internationally focused marketing projects, as well as event and social media management.

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SMALLABLE OPENS PARIS FLAGSHIP French online fashion and design concept store Smallable, which is dedicated entirely to premium products for 0-16 years, has opened its first bricks-and-mortar boutique in Paris.

Founded seven years ago by Cecile Roederer the business has, until now, traded solely online, offering over 450 brands across children’s fashion, interiors and toys.

Located in Paris’ Saint-Germain-des-Prés area, the new 300 sq m “family concept store” offers top designers and exclusive lines for babies, children, teens and adults. For an “interactive shopping experience”, it provides tablets with access to Smallable’s entire catalogue of over 20,000 items, which customers can purchase from directly.

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EXCITING DEVELOPMENTS FOR BUBBLE LONDON

HIPPYCHICK STEPS UP Hippychick has launched a new, soft, leather baby and toddler footwear range available in a choice of 16 designs, eight for girls and eight for boys.

While Hippychick has a long-established history in leather baby and toddler footwear, this is its first own signature collection.

Each pair of shoes is handmade in the UK from sustainably sourced, soft and breathable leather.

The shoes don’t have laces or fasteners, and feature gently elasticated ankles and non-slip, flexible suede soles.

“The range we have developed is the next best thing to bare feet, enabling babies and toddlers to feel completely comfortable,” says Hippychick founder, Julia Minchin.

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Amid the new signings at this season’s Bubble London is luxury kids’ lifestyle brand Petite Pearl Lowe by fashion and textile designer Pearl Lowe (pictured). A/w 16 marks the brand’s second season, with the debut collection currently being sold in Harrods.

“I’m so excited to be bringing my range of children’s clothing to Bubble London for the first time this season,” says Lowe. “I’m incredibly proud of the fact that the Petite Pearl Lowe collection is both designed and handmade in the UK, and it only seems right for it to show at Bubble, which is by far London’s most established and popular kids’ show.”

Elsewhere, The Brit Pack is making a welcome return to Bubble for a/w 16. The initiative for British-made kids’ brands will include the labels Superlove Merino, Panda & Ping, History Heroes and Funky Feet Fashions.

Meanwhile, new show area POP, which launches this season providing pop-up stands at a lower price point, is a sell-out. Serving as a ‘step up’ for emerging designers while presenting buyers with a curated offering of some of the industry’s most exciting new collections, POP exhibitors include Urban Merino, Elyrose, Ailove Capes, Barefoot Bambino, Satsuma Bamboo and Organic, Patito Bebe, Nod London and Born in Britain.

Bubble London takes place on 31 January to 1 February 2016 at the Business Design Centre, Islington. To register as a visitor visit www. bubblelondon.com.

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NEW A/W 16 OPTIONS FROM FRODDO Children’s footwear brand Froddo is introducing a number of additional looks and styles for a/w 16.

Highlights include new leathers and finishes, such as vintage gold and silver; purple, blue and green patent; and a snakeskin contrasting leather.

Additionally, the brand’s Chelsea boot range has been extended. Now available in sizes 25-40, it features new colours, including a pink and lilac leopard print, a new design with multi-coloured elastic and a plain black version suitable for school wear.

Also key is a new fur-trimmed boot in sizes 20-30 and two-tone classic shoes and hi tops for boys.

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NOVEMBER/DECEMBER 2015 - 06

NEWS | WWW.CWB-ONLINE.CO.UK

UK SET TO SPEND £16.5BN ON CHRISTMAS According to new research from e-commerce partner Webloyalty, consumers’ festive budgets are getting bigger, with the UK planning to spend £16.5bn on Christmas shopping this year.

Despite retailers kick-starting their Christmas advertising campaigns last month, over a third of the population don’t start their Christmas shopping until December. The majority of gift-givers spend a total of £282.70 on presents, with 17.6 per cent of consumers planning to spend more this year.

Additionally, four out of 10 consumers plan to use their mobiles to search for festive purchases. The average person is expected to spend 10 hours shopping for Christmas food and gifts online, which is up from nine hours last year. This indicates that as well as more people shopping online, they are spending longer browsing due to the increased choice available.

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JOULES OPENS 100TH STORE British international lifestyle brand Joules has opened its 100th store. Located on Wicklow Street in the heart of Dublin, it is Joules’ first city centre shop in the Republic of Ireland, showcasing the brand’s childrenswear, menswear and womenswear across two floors.

The Dublin store opening marks a milestone for the brand which, in contrast to other retailers, is strategically increasing its retail estate to support its online and click & collect channels.

Joules’ 2014/15 financial results saw total revenue grow 22 per cent to £117m, underlying profitability increased and UK revenue increased 17.5 per cent across retail, online and wholesale business.

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BABY BRANDS DIRECT LAUNCHES NEW WEBSITE Baby and nursery wholesaler Baby Brands Direct has launched a new-look website.

Customised around the needs and time constraints of retailers, Babybrandsdirect.co.uk offers a new, innovative platform that is responsive across all devices, including tablets and phones, providing a clear user experience regardless of screen size. With streamlined, linear navigation, it includes improved quick order forms, an enhanced “my account” page, and increased access to information and resources.

Additionally, as a nominated distributor for over 80 brands and to showcase the growing merchandise, brand pages now offer retailers useful links, summary of award-winning products within the brand, videos, brochures and media coverage.

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NEWS IN BRIEF

TEEN SPIRIT AT TRUNKI Rob Law, creator and designer of the children’s ride-on suitcase, Trunki, has developed Jurni for the next generation of travellers. Jurni is a sit-on, carry-on suitcase for teenagers that includes an easy-access pop-out pod, a seat to rest on and in-line wheels.

“Our journey started four years ago with two very simple observations – young people love their tech and crave their independence,” says Law. “Our aim was to design the ultimate piece of luggage for them. That’s how Jurni was born.”

Jurni is on the online platform Indiegogo. com, which has helped more than 10,000 entrepreneurs bring their products to a mass audience.

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MOLO BECOMES OEKO-TEX CERTIFIED As part of a long-term strategy to develop sustainable production and products, Danish childrenswear brand Molo’s entire all-over printed textiles in jersey will be, as of s/s 16, certified in accordance with the global Oeko-Tex Standard 100.

Oeko-Tex is the world’s leading certification for textiles that are tested and approved, based on the international organisation’s stringent demands regarding the chemical content of textiles, which harm, or are suspected of harming, the body.

As of this month, Oeko-Tex certified tops, T-shirts, leggings, dresses, under-garments, accessories and blankets for both juniors and babies will be available.

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PALE CLOUD TO CEASE TRADING A/w 15 will be the last season of trading for premium childrenswear label, Pale Cloud. Pale Cloud launched in 2010 offering high fashion for girls using luxurious materials combined with detailed hand production. The brand described the high fashion levels of the garments’ production as a “constant barrier to its growth in volume.” Rather than compromise on its core values, it has taken the decision to cease production.

DEVELOPMENTS FOR VAN HUIZEN AGENCIES UK childrenswear agent Van Huizen Agencies, which represents Oilily Kids and Room Seven Kids, has moved to new showrooms in Derby to accommodate its additional collections.

New to the agency for a/w 16 is Portuguese children’s footwear brand RAP (pictured), which will provide colours and styles to complement the Agencies’ clothing collections. Noa Noa Miniature is also new to Van Huizen Agencies’ portfolio.

Previously sold, in the most part, via its franchise and own-store network, the brand has appointed the agent with a view to opening the brand back up to UK independents.

Van Huizen Agencies will show Room Seven and RAP at Bubble London a/w 16.

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POPPY REBRANDS Childrenswear label Poppy has rebranded to Bryony in a bid to distinguish itself from other companies using “poppy” in their brand names and to allow potential for growing the ranges in the future. The new company name is inspired by the label’s designer and creator, Bryony Richardson.

CUDDLEDRY CONSULTS Infant bath-time specialist Cuddledry recently participated on a panel at the House of Commons, advising the Select Committee on Business, Innovation and Skills in connection with the Committee’s inquiry into the government’s Productivity Plan.

Helen Wooldridge, Cuddledry’s co-founder, attended the session, the purpose of which was to discuss the need for work-ready employees and enterprise among young people.

NOVEMBER/DECEMBER 2015 - 07

NCWA NEWS | WWW.CWB-ONLINE.CO.UK

NCWA NEWS: The latest news from the National Childrenswear Association EXECUTIVE DIRECTOR’S COMMENT: Have you registered for Bubble London yet? Registration for the next edition, Sunday 31st January and Monday 1st February at the Business Design Centre, in Islington, London N1, is now open, so do visit the Bubble London website, www.bubblelondon.com.

The website also has details of the different types of exhibition space that are available, as well as a pictorial overview of the Show if you are not familiar with it or would just like a refresher course.

Whether you are exhibiting or visiting, there is much you can and should be doing to prepare. As an exhibitor, do tell people you are going to be there. Waiting on your stand for passing traffic can be a haphazard business, so do tell the retailers you are targeting, as well as existing customers, of your plans. As a visitor, you may prefer to travel incognito, but if there are ranges you particularly wish to see, it could be worth contacting the brand concerned and making an appointment on their stand. In any event, do start looking at the list of exhibitors and deciding which ones you want to visit, so that you can plan your day(s).

Two short videos, How to Exhibit at a Trade Show, and How to Walk a Trade Show, are available on the public part of the NCWA website. Presented by Miss Jackie Cook, a Vice President of NCWA, these are well worth watching now, so that you can get all your preparation done.

Do not forget, too, that Bubble London has a number of overseas visitors, so as an exhibitor, make sure you are ready to export and, for example, have decided beforehand what your delivery and payment terms are. Will your labelling be appropriate for the country concerned? Fibre content labelling is obligatory throughout the European Union, but some countries insist that the information on the label is in their own language. Exporting outside the EU may bring additional challenges – would your garments meet safety standards in the United States?

Information on all these areas is available to members of NCWA. If you are not a member, we would be very happy to talk to you about the services we offer, which include discounts on items such as insurance, energy prices and photography. Why not ring Michelle Payne for a chat? You might also look at our website. As you will see, all members have a free page on the website, which gives your contact details, a link to your own website if you have one, details of your ranges or the brands that you carry and images of up to ten of your products or, if you are a retailer, of your shop.

If you are already a member, do check that the information on your free page is up to date. You do not have to change it yourself – we do that for you as well as uploading your photographs.

NCWA will have its usual stand at Bubble London and we are always pleased to welcome members and non-members alike. Attending a show, can, however, be a very hectic, busy time, whether you are an exhibitor or a visitor, so why not contact us beforehand?

NCWA is based at 3 Queen Square, London WC1N 3AR, tel: 020 7843 9488, email: info@ncwa.co.uk, web: www.ncwa.co.uk.

POLLYANNA www.pollyannaonline.com Established in 1985, Pollyanna has since built a strong reputation among its customers both through its online site and its bricks and mortar space located in Fulham, London. The retailer offers a solid brand list which includes key labels such as Start-rite, Geox, Falke, Ugg, Petasil, Naturino, Step2wo, Superga, Hunter and Asics.

But the retailer hasn’t rested on its laurels; with plans to introduce top brands like Gant, Hackett and Snapper Rock into the store during 2015/16, stock is regularly rotated and changed up to keep the in-store appearance unique.

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L&A CHILDREN’S BOUTIQUE www.landachildrensboutique.co.uk L&A Children’s Boutique provides clothes for children of all ages, though the online retailer’s forte is its offering of garments for newborns, babies and toddlers. Stocking brands such as Blade & Rose, Little Green Radicals, Toby Tiger and Sense Organics, the retailer promotes unique brands with an ethically conscious focus; all clothing ranges sold onsite are made exclusively from organic cotton. Customers can browse a mixture of categories available in both boys’ and girls’ ranges including jackets, sleepwear, jumpers and tops. The site also includes an option to specifically browse years 0-3 in both boys’ and girls’ clothing.

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Elizabeth P Fox

NCWA Council: Chairman: DAVID HULL Agent Vice Chairman: VIRGINIA ROSS Pollyanna Retailer Imm Past Chairman: SHARON BEARDSWORTH Emile et Rose Manufacturer Treasurer: DAVID BURGESS David Luke Ltd Manufacturer

Make your voice heard

Council Members: MARK BARNETT Barnett Agencies Agent NUALA MCKENNA Nuala McKenna Agencies Agent DIANE SHAW Agent SARAH TAYLOR Agent MALCOLM TRAVIS Travis Designs Manufacturer RACHEL RILEY Rachel Riley Manufacturer JILLIAN PETRIE Young Trend Retailer DAVID PARKER Baby Melanie Retailer President: KEN SCATES Marketing consultant Vice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultant Executive Director: ELIZABETH FOX

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

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

Read our blog and follow us on Twitter

• Membership costs from £85.

NOVEMBER/DECEMBER 2015 - 08

NCWA NEWS | WWW.CWB-ONLINE.CO.UK

POP-UP SUCCESS FOR ZUMA

ALIOLI KIDS TO REPRESENT PILI CARRERA

British childrenswear brand Zuma the Dog is celebrating a successful first trial of the Pop-Up Horsham shop share. Linking with fellow entrepreneurs, the pop-up enabled Zuma the Dog to showcase its product on the high street within a store environment, without the burden of a long-term lease.

“The pop-up store trial has really given Zuma the Dog a boost and has created more brand awareness as well as sales,” says brand owner Samantha Morgan-Bertish, who has also seen online sales increase since she began trading in the pop-up in August. “Bringing the brand to the high street has definitely been the right move for us and we will continue to work with Pop-Up Horsham, at least until the end of the year.”

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London childrenswear agency AliOli Kids – which specialises in Spanish brands – will represent the label Pili Carrera from s/s 16 onwards. Pili Carrera joins the agency’s existing portfolio, which includes Cóndor socks and tights and Fina Ejerique childrenswear.

Pili Carrera, a family-owned children’s fashion brand from Vigo, Spain, offers a collection comprising beach, occasion and outerwear as well as footwear and baby accessories. Stockists can view the collection by appointment at AliOli Kids’ permanent showroom at Chelsea Harbour.

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BLADE & ROSE SECURES HARVEY NICS Children’s clothing brand Blade & Rose is now available at Harvey Nichols London, Leeds and Edinburgh. The department store is showcasing the label’s a/w range of knitwear, hats, socks and leggings for 0 to 4 years.

A home-grown UK business, Blade & Rose focuses on comfort, quality and design. The leggings are available in a wide range of unisex designs, and ranges for boys and girls include a hedgehog, bear, soldier, robot, unicorn, elephant and a heart and wings.

Blade & Rose has stockists across the world in locations including Germany, France, Spain, Belgium, Italy, Netherlands, Greece, Japan, US, China and Dubai. The company continues to go from strength to strength, with an expanding product range including children’s hats, tops, socks and bibs.

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MITTY JAMES 2016

BBBAMBINO ON NOTONTHEHIGHSTREET.COM

BABY ACORN EXPANDS OFFER

Travis Designs is now taking forward orders on the new Mitty James Swimwear & Beachwear collection for 2016.

Each year, the collection is refreshed with new prints and styles ready for delivery in January. New styles for 2016 include an aqua floral print, a pink flamingo story and a blue camo and sail boat print for boys. The new styles and colourways complement the brand’s continuity range, which features the best-selling long towelling hooded tops, nautical themed UV protective all-in-one suits and rash vests, and the baby and toddler swim nappies, swimsuits and rash vests. Accessories to match the swimwear and beach cover-ups include beach hats, legionnaire hats and hairbands.

Mitty James is a stock range, with the option of a direct dispatch service.

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London childrenswear label BBbambino is now selling on Notonthehighstreet.com, a leading online marketplace that specialises in unique and creative businesses. The brand has prepared a collection specifically for the website, comprising matching Christmas gifts.

All BBbambino garments utilise hand-drawn designs inspired by fantasy worlds and fairy tales, which are digitally printed on to GOTS-certified organic cotton. The clothing itself is crafted in the European Union.

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UK babywear label Baby Acorn has extended its existing unisex colour palate to include pink and blue options. Tops and leggings for older babies have also been added to the brand’s woodland-inspired range, broadening the age range from 0 to 3 months up to 9 to 12 months. Styles will be available for delivery from January 2016.

Baby Acorn launched in November 2014 offering unisex babywear designed and made in Britain. The brand’s 100 per cent cotton pieces are aimed at the gift market, and highlights include sleep suits with integrated mittens, knot hats, reversible dribble bibs, a hooded jacket and reversible baby blankets.

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NEWS IN BRIEF

— Pima cotton babywear brand Kissy Kissy has been awarded an Earnie Award for the fourth year running, winning The Best Infants Collection 2015 category. Awarded

by US children’s fashion trade magazine, Earnshaw’s, Earnie Awards recognise outstanding children’s companies for excellence in design, voted for by industry experts.

— Icelandic brand Baby Grappling, which offers martial-arts inspired clothing for babies and

children, has launched a 100 per cent organic range in the UK. The brand’s key product, a uniform called the Baby Gi that is designed as a comfortable playsuit, is now organic and available to buy via Amazon UK. — In conjunction with the launch of its a/w 16 collection, Frugi introduced a new Buyers Guide to support its showroom tour last month. The Buyers Guide provided stockists with a preview of the a/w 16 collection – which is

inspired by the magic of stories - five weeks before the official launch. Designed for retailers to view the complete collection, the guide presented all delivery drops to enable retailers to create outfits across the whole season.

Tick boxes within the guides allowed retailers to mark the items they wanted to see, which they then took to the showroom, where a member of the Frugi team put the order together.

NOVEMBER/DECEMBER 2015 - 09

BUSINESS | WWW.CWB-ONLINE.CO.UK

Open for BUSINESS Bringing you straight-talking legal and business advice.

STEPHEN SIDKIN is a partner in Fox Williams LLP and chairs its Fashion Law Group www.fashionlaw.co.uk www.agentlaw.co.uk

APPOINT, BUY, AND SELL Using a distributor should be straightforward.

You appoint a distributor for your range, they buy, and then they sell.

But what should be straightforward all too often is anything but.

The starting point is the distributorship agreement in place with the distributor.

As a matter of English law, this does not have to be written. But, if it is in writing the opportunity for uncertainty is reduced.

When considering the terms of the agreement, the key issues are: • the basis on which the distributor is being appointed; • minimum purchase requirements; • termination of the agreement; and • what law is to govern the agreement and, in the event of a dispute, how will that dispute be resolved.

The basis on which a distributor is appointed comes down to the scope of the appointment.

A distributor appointed on an exclusive basis for a particular country is one thing.

But, does that mean that the distributor is the only person allowed to sell your goods in that particular country? If so, should there be a requirement on the distributor to achieve certain things so far as your brand is concerned?

Increasingly, the online channel is dominating fashion. But, if the appointment of the distributor is on an exclusive basis, what does that mean for online sales you might wish to make into the distributor’s territory?

Whether or not a distributor is appointed on an exclusive basis, you may wish to consider whether you require the distributor to make minimum purchases of your products. What is to be purchased is often the subject of agreement between brand and distributor at the time that the distributorship agreement is entered into. But what is to happen after a number of years when the specified minimum purchase requirements are unstated?

Nothing is for ever. This is certainly true of the appointment of a distributor. As

such, it is important that the distributorship agreement specifies what are the events of termination which will enable you to end the relationship with the distributor. Usually, these events concern: • a failure on the part of the distributor to perform its obligations under the distributorship agreement; • a change of control of the distributor; and • the insolvency of the distributor.

But, there can be others. What is important is to determine the events which matter to you in respect of the distributor. Equally, it is important to ensure that your distributorship agreement provides that if you choose not to exercise a right of termination upon the occurrence of a particular event, you will not be prevented from doing so at some point in the future if the event reoccurs.

It is critical to specify in an agreement which country’s laws will govern its interpretation. A failure to do so will mean that within the European Union it will be the law of the country in which the distributor performs the agreement which applies.

This may not always be to your advantage.

Similarly, a failure to specify how disputes are to be resolved in terms of, for example, that the courts of a particular country will hear disputes between the parties, could also cost you dear. With reference to this, it is also worth remembering that the laws of certain EU member states (as well as of some countries outside of the EU) protect distributors. The upshot is that terminating a distributorship agreement could result in you facing a claim for unexpected compensation by the distributor.

Straightforward? Yes, in principle. But, as with anything of value, the devil is in the detail.

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PAUL MILDENSTEIN CEO of Liberis, which provides business cash advances and or revenue-based finance for small businesses

CONTROLLING CHRISTMAS STAFF LEVELS The busiest time of the year for many UK businesses is upon us. From the retail, hotel and airline sectors to sales promotions companies and postal services, industries across the country are on their annual hunt for temporary staff to help them weather the Christmas push.

But what if you’ve left it to the last minute? Consider working with a recruitment agency. Whether your recruitment drives haven’t attracted enough applicants, or you just forgot that Christmas happens every year, agencies will be able to find you temps with the skills and qualifications you need with very little notice. Even if you have taken care of recruitment yourself, working with an agency can be a lifesaver for covering inevitable lastminute absences. Using multiple agencies will allow you to compare price and quality as well as keeping you fully covered in case one agency is short on suitable applicants.

So you’ve hired the right people; the next step is making sure they are able to do their job and represent the company in the best way possible. Invest in a training programme which covers the skills needed for the role, health and safety standards, and customer services.

Many Christmas temps are students who may need a little confidence boost so encourage them to be warm, friendly and engage with shoppers. Managers also need to find the time to help new staff familiarise themselves with their departments and products quickly.

Also, treat temps as you would full-timers.

There is a lot of legislation for hiring seasonal workers who have the same rights as full-time members of staff when it comes to parental leave and benefits, sick pay, pensions and holiday, dismissal procedures and the national minimum wage.

Hiring extra staff to cover the Christmas rush allows you to assess people who have the potential to work with you beyond the season.

Temping is a great way for jobseekers to show managers what they can do. Hiring the right people and treating them well will also give you a great pool of people to go back to during other busy periods such as Easter and the summer holidays.

NOVEMBER/DECEMBER 2015 - 10

BUSINESS | WWW.CWB-ONLINE.CO.UK

Three retailers discuss their plans and promotions for the festive selling period.

— HELEN RHODES Owner, Poppy Red Ilkley West Yorkshire www.poppy-red.co.uk

Are you running any in-store Christmas promotions?

We always offer a 14-day money back guarantee so people can try things at home, but over the Christmas period, we will extend the return period to allow returns into the first week of January, in order to make purchases as risk-free as possible.

What are your predicted Christmas bestsellers?

There are certain brands that are often bought as presents and these include Lelli Kelly, Geox and Ugg. This year, we have some fabulous licensed designs, which I am expecting to be bought as gifts. These include Star Wars themed Kickers, Star Wars fleece-lined Crocs and also fleece-lined Crocs featuring Elsa from Frozen. We stock a nice selection of animal slippers, too, which are a really cute stocking filler at £15.

Have you any special in-store decorations planned?

I am busy at the moment painting a papier-mâché letter box so that children can post their letters to Santa in-store. We have supported the Marie Curie hospice in Bradford through previous events and would like to help further, so we will be asking parents to make a donation. In return, we will send a personalised reply to their letter and perhaps Santa might include a Poppy Red voucher to spend in January. We usually have the outside of the shop window painted with a Christmas theme, too, which works well to draw attention from passers-by.

Do you plan on using your online presence to support your Christmas promotions?

We use social media to keep in touch with our customers and will be posting and tweeting Christmas messages and present suggestions every couple of days. We will also have a “thanks for your custom” and “Merry Christmas” message playing on the local radio.

SORCHA HARRIMANSMITH Digital & Brand Director of Childrensalon, Kent

ARANCHA DEL RIO (left) and LAURA PELETEIRO (right) Co-owners of online store Mimosa Kids

www.childrensalon.com

www.mimosakids.com

Are you running any Christmas promotions?

In line with the time of year, Childrensalon’s big winter sale will launch some time in December, although the date hasn’t yet been confirmed.

What are you doing to prepare for the Christmas selling period?

We recently launched our online Christmas shop that features everything you would expect to buy for Christmas and the New Year, including gift ideas, nightwear and partywear. This year we chose to challenge our creative capacities by producing an interactive video advertisement that beautifully encapsulates the magic of Christmas, while enhancing the shopping experience by allowing customers to shop items directly from the video at the click of a button.

Do you plan on using social media or your online presence to support your Christmas promotions?

Our online shop is extended across all our digital channels. We use a combination of engaging and informative posts, display adverts and video content, which aims to strengthen and unify our Christmas campaign across Facebook, Instagram, Twitter and YouTube. Through these channels we will provide festive inspiration and outfit ideas together with customer images from The Adorables, a unique social network run

by Childrensalon where customers can create a profile and share beautiful images of their children dressed in all their finery. We have a really engaged audience so we also use social media as another way to support and offer help to our customers if needed.

Are you running any Christmas promotions?

If so, what are they?

Yes, we will be running a pre-Christmas sale promotion for 20 per cent off our a/w 15 items. We find that Christmas is a season where everyone feels more generous towards family and friends, so we would like to also be generous towards our customers. We like to offer attractive discounts. We are an online shop that already offers 24/7 service and ships internationally, so we will continue to offer this throughout the Christmas period.

Do you plan on using social media to support your Christmas promotions?

Definitely. Since Mimosa Kids was founded, we realised that social media is a very powerful marketing tool to create brand awareness. We feel that Instagram has especially helped us to meet professionals in the kids’ fashion network like photographers and magazines. Twitter is good to communicate new aspects of our businesses, but Instagram is a lot more visual.

Are you feeling confident about the Christmas selling period?

Yes we are. It is always a great period for the kids’ fashion world. Children get spoilt with gifts around Christmas and it is also a season where we like to dress them in special outfits. At Mimosa Kids we like to create special occasion garments which are perfect to wear on Christmas and New Year’s Day. What are your predicted Christmas bestsellers?

We would be inclined to say our dresses.

They make really great gifts from relatives and friends for Christmas, and with our promotions our customers should find real value.

NOVEMBER/DECEMBER 2015 - 11

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See things differently‌

LONDON

31 January & 1 February 2016

Register for your free ticket at bubblelondon.com B U B B L E LO N D O N . C O M

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RETAIL | WWW.CWB-ONLINE.CO.UK

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

PETIT FASHION 84 King William Street, Blackburn Following a career spanning over 20 years as a nursery manager, Fehmina Dassu opened childrenswear boutique Petit Fashion in 2014.

Based in Blackburn, Lancashire, the store offers a strong mix of product ranging from small, independent labels through to designer brands. Highlights include Agatha Ruiz de la Prada, Catimini, Hucklebones, Jessie & James, Kenzo, Lilly + Sid, Miss Grant, Mini Melissa, Moschino and Monnalisa.

The website, petitfashion.com, is core to the overall growth plan. Currently delivering to over 100 countries, the goal is to increase international sales, particularly in the Middle East.

Dassu is working with an SEO company to improve online presence on search engines and is already seeing great results in Google rankings. Social media is used to help raise the business’s profile, as is a blog, which features two new posts a week, including lifestyle and product posts. Additionally, in the past year, Petit Fashion has been favoured by many a ‘mummy blogger’, not just in the UK but also the USA and Dubai.

Personal customer service is paramount, both on- and offline, with the shop providing friendly, on-hand assistance and the website featuring a LiveChat facility. www.petitfashion.com

NOVEMBER/DECEMBER 2015 - 14

RETAIL | WWW.CWB-ONLINE.CO.UK

TINDER & TIDE Wilton Shopping Village, Wiltshire In 2013, Nicola Lyle opened Tinder & Tide, a store that caters for both children and adults and celebrates the fun of the outdoors. Based in Wilton, Wiltshire, the shop offers “stylish, innovative kit that is durable and does what it is meant to” from brands such as Joules, Snuggle Sac, Monster Factory, Seedling, Anorak, Field Candy and Garden Trading. Products range from clothing through to outdoor toys, gardening and sports sets, tents and dens and picnic items.

The retailer’s website tinderandtide.co.uk was completely upgraded in November 2014 to provide better analytics, such as tracking daily visitor numbers and identifying what people are looking for. An “inspiration corner” also features, providing ideas for outdoor activities and places to visit, and spotlighting other companies of interest. Click & collect has also been added. www.tinderandtide.co.uk

DANDY URCHINS 1 The Old Bakery, Churt, Farnham Krissy Taylor’s inspiration for opening Dandy Urchins in 2013 was her favourite childhood book, Winne the Pooh by AA Milne, and its lesson that childhood is an adventure to be enjoyed.

Located in Farnham, Surrey, the store aims to “buy British” where possible; key brands include Kite, Bob & Blossom, Muddy Puddles, Salt Rock Clothing and Hatley.

Since launching the Dandy Urchins website in February 2014, Taylor is building its presence, working on SEO, marketing and links with other local businesses. Key services offered by the store include “try before you buy”, which allows items to be tried on at home before purchase, and an in-store children’s hairdresser two days a week. www.dandyurchins.co.uk

News:

DEMAND SOARS FOR BOXPARK CROYDON Boxpark Croydon, which is set to open in summer 2016, has agreed terms for 75 per cent of its retail space. Demand for the shopping centre, which is currently under construction, has been soaring and it has been oversubscribed by 250 per cent.

Following a careful selection process, Boxpark has finalised its selection of retailers, with 10 per cent made up from local businesses from Croydon. Created with 80 shipping containers and an approximate 20,000 sq ft event space with a capacity of 2,000 plus, Boxpark Croydon will be double the size of Boxpark Shoreditch.

ABSOLUTELY ADORABLE Joanne Morley launched online store absolutelyadorable.co.uk last year to provide baby and children’s gifts combined with personal, high quality service. Products span keepsakes, jewellery, toys and children’s bedroom décor through to clothing, with key brands including Bam Bam, BusyB, Powell Craft and Lanka Kade.

Although currently focusing on baby clothing and gifts, Morley is keen to develop the product mix and introduce more clothing and footwear ranges for toddlers and children.

A customer feedback option allows Morley to gain direct opinion on visitors’ shopping experiences, while product reviews gather responses and views on the merchandise. www.absolutelyadorable.co.uk

JOHN LEWIS CHELTENHAM John Lewis is to open a new department store in Cheltenham in 2017. With a combined investment of over £30m from John Lewis, BlackRock and Cheltenham Borough Council, the proposal will see the Beechwood shopping centre in Cheltenham transformed into a John Lewis department store. Creating up to 250 jobs, and offering more than 115,000 sq ft of selling space across two floors, the shop will showcase fashion, home and consumer electronics concepts in a contemporary setting.

Retail news in brief: SELFRIDGES ACQUIRES ARNOTTS The Selfridges Group has acquired Irish department store group Arnotts.

Selfridges plans to invest in Arnotts by “enhancing the shopping experience”, updating the store environment and introducing new premium brands to its portfolio. Selfridges also owns Holt Renfrew in Canada, Brown Thomas in Ireland and Bijenkorf in the Netherlands.

Arnotts was founded in 1843 and is one of Ireland’s largest and oldest department stores, located on Henry Street, Dublin.

HALLOWEEN PROVED A TREAT FOR RETAILERS

KARL LAGERFELD EXCLUSIVE FOR MELIJOE.COM

Halloween and the half-term holidays spelled good news for UK retailers as footfall leapt by 18.3 per cent in the last week of October, making it the busiest shopping week of the year so far.

According to Ipsos Retail Performance, which compiles the Retail Traffic Index (RTI) derived from the number of individual shoppers entering over 4,000 non-food retail stores across the UK, average weekly footfall for the month as a whole was up by 4.5 per cent compared to September.

As an unprecedented first, Karl Lagerfeld has premiered his new ready-to-wear and accessories collection for children and babies on Melijoe.com. The retailer is offering customers the chance to preorder pieces from the s/s 16 debut collection. Melijoe.com was launched in 2007 by Parisian Nathalie Christen-Genty, offering a refined online selection of fashion for children aged 0-16 years.

Labels stocked include Little Marc Jacobs, Chloé, Marni, Kenzo, Dolce & Gabbana and Burberry.

NOVEMBER/DECEMBER 2015 - 15

EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK

02 01

05

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

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01: A. ANDREASSEN DESIGN

02: SARAH BAILY KIDS

Based in London with a Norwegian designer, A. Andreassen Design is a new footwear and accessories brand launching this season.

The collection, which caters for children and women, merges clean, contemporary design with traditional Scandinavian craft. On offer, among other things, are elegant, handmade girls’ slippers in UK sizes 10 to 2 (EU 28-34).

Featuring a woven heart motif, the slippers come in a range of colours including white, taupe, blue, grey and red, and in either natural Italian wool felt or leather with contrasting metallic leather. Wholesale prices £19.98 for felt slippers and £29.98 for leather. www.aandreassen.com

Sarah Baily, designer of the eponymous handmade London bag brand, has launched a kids’ collection. Suitable for five years and above, the range includes fun and colourful mini totes and messenger bags, with eight styles available in total. Highlights include the Eric micro messenger (pictured), which is available in pony hair in neon colours, decorated with bold, “googly” eyes and fringed eyelashes. Other design themes include monsters, glam rock metallic stars, shooting stars, coloured metallics, fringing and linings designed and printed in London exclusively for Sarah Baily. Wholesale prices £40-£75. www.sarahbaily.com NOVEMBER/DECEMBER 2015 - 16

EDITOR’S PICK | WWW.CWB-ONLINE.CO.UK

04 03

03: SHMUNCKI

04: COURAGE & KIND

05: SCARLET RIBBON MERINO

Established in 2013, London design house Shmuncki’s timeless designs take inspiration from traditional and vintage styles, while keeping in mind current trends and colours.

The latest Treetops collection was inspired by the 18th-century French Rococo artistic movement. Available for 0-18 months, the clothing is designed and made in the UK, with fabrics tested to Oeko-tex standard 100.

Pieces include rompers, babygros, tops, hats, bibs, blankets, jackets, dungarees, leggings and harem pants in boys’, girls’ and unisex options. Wholesale prices £3-£14, excluding gift sets. www.shmuncki.com

Courage & Kind captures the magic of childhood characters – be it a Marvel hero, Disney princess or Star Wars villain – in modern, good quality childrenswear. This brand, which launched in May, has dug deep into the archives to bring something authentic and unique. Offering 12 pieces for girls and 20 for boys, highlights include a Cinderella dress, jacket and peplum T-shirt, a Star Wars raglan T-shirt, a Darth Vader sweater, a Bambi silk dress and a Mickey coat. Sizes are 2-10 years for girls, 2-10 years for boys in Disney styles and 5-14 years in Marvel and Star Wars designs. Wholesale prices £12-£28. www.courageandkind.com

UK brand Scarlet Ribbon Merino launched this year to provide “practical luxury” via a range of everyday merino wool knitwear for babies aged 0-18 months. The five-piece collection features an all-in-one day suit, cardigan, leggings, blanket and a hat. All pieces are made from 100 per cent extra-fine merino wool in a choice of pink, blue or grey.

Handmade leather shoes are also offered, as a lace-up boot or shoe in pink or grey. The look of the collection can be described as classic – smart, but not antiquated or fussy – with each item bearing scarlet ribbon detailing and an embroidered logo. Wholesale prices £14-£30. www.scarletribbonmerino.com NOVEMBER/DECEMBER 2015 - 17

mitchandson.co.uk Tel: 0141 552 5970 Email: molloy@picturebookfashion.com

a-dee.com Tel: 0141 552 5970 Email: molloy@picturebookfashion.com

www.littlewardrobelondon.co.uk info@littlewardrobelondon.co.uk

LIBERTY | WWW.CWB-ONLINE.CO.UK

FABRIC OF LIFE

NOVEMBER/DECEMBER 2015 - 20

LIBERTY | WWW.CWB-ONLINE.CO.UK

Renowned the world over, both as a department store and for its distinctive textile prints, this year sees Liberty celebrate 140 years since it opened its doors on what is now one of the world’s most recognised shopping destinations, Regent Street.

Victoria Jackson discovers the key to its success.

— A delicate blend of old and new, the iconic mock-Tudor building which houses department store Liberty is recognised throughout the world, playing host to some of the most progressive and innovative names in fashion, beauty, accessories, childrenswear, homewares and furniture, in a combination of rich heritage, the cutting edge and the avant-garde.

— A pioneer in retail and design, Liberty has been at the forefront of decorative arts since 1875. Founded by Arthur Lasenby Liberty, the store began its life on Regent Street selling coloured silks, but soon diversified into cashmere together with lacquerware, cloisonné enamel, oriental goods and then furniture, at which point the premises expanded on to Great Marlborough Street in 1924.

The new look store was designed at the height of the 20s fashion for Tudor revival, with the shop engineered around three light wells. Each of these wells was surrounded by smaller rooms to create a homely feel, with many rooms having fireplaces in order to create the feeling of being in your own home.

Sadly, Arthur Liberty died in 1917, seven years before the completion of the shop.

Liberty soon became a destination store in London, welcoming friends and clients of Arthur through its doors including Dante Gabriel Rossetti, Frederic Leighton, Oscar Wilde, Dame Ellen Terry and James McNeill Whistler. The Liberty dress department opened in 1884, and the Liberty style soon become firmly associated with a unique look within the fashion industry.

The store continued to adapt to changing tastes, whilst maintaining its identity. The 20s and 30s saw the development of its now-signature floral prints, which are so heavily associated with the company. The 50s welcomed the launch of Young Liberty, an area within the store to showcase the best of new British and international design.

A wave of young designers in the 60s embraced the Liberty fabrics and the textile design studio continued to produce up-todate designs. Designers such as Mary Quant, Foale and Tuffin, Gina Fratini and Jean Muir contributed to the company’s key role in the fashion industry in the 70s.

In celebration of its 140th anniversary, the Fashion & Textile Museum unveiled the first major retrospective of the 21st century on Liberty in October of this year. The Liberty in Fashion exhibition, running until February 2016, presents over 150 garments, textiles and objects, charting its legacy as ‘the’ place to shop.

“From the earliest of imports and Eastern influenced and artistic dress, to presentday collaborations, Liberty has occupied a unique place in British fashion,” says Dennis Nothdruft, curator of Liberty in Fashion. “Every garment in the exhibition has been carefully chosen to enable the Museum to represent the incredible range of textile designs created by the firm as well as to present an argument about why Liberty is always ‘in fashion’.”

Of the items on display, the oldest includes a cape from the 1890s, constructed from Chinese shawls, a Paul Poiret silk robe from the 30s and a late 60s Macedonia print

dress. These archive pieces sit alongside high profile contemporary collaborations including Vivienne Westwood and Nike.

Speaking of the exhibition, Ed Burstell, managing director of Liberty, says: “Liberty is one of the last great emporiums of its kind and I am thrilled that this exhibition has been organised by Zandra Rhodes and the Fashion & Textile Museum London – a museum which has pioneered displays on the relationship between fashion, fabric design and innovative British retailing.”

With the Liberty fabrics as popular today as they have been over the past century, a growing number of British childrenswear designers are incorporating them into their collections. One such brand is Rhubarb, a fledging label which was founded by designer Joanna Passingham in 2014. Launched for the a/w 15 season, Passingham created a series of bloomers, dresses and tops, all manufactured in Cheshire.

“I chose to use two classic ditzy floral prints which Liberty produce every season,” says Passingham. “Bought directly from Liberty Art Fabric, every garment has the store’s iconic purple hang tag attached to it.

This is to inform the customer that the print is made from genuine Liberty fabric.

“I’ve found that whether a customer knows Liberty’s background or not, they can see, feel and appreciate the quality of the fabric.

The attention to detail coupled with the subtle colouration of the prints makes Liberty stand out head and shoulders above other print houses. I guess 140 years of refining their craft has helped them with this,” she adds.

I’ve found that whether a customer knows Liberty’s background or not, they can see, feel and appreciate the quality of the fabric.

RHUBARB

NOVEMBER/DECEMBER 2015 - 21

Get in touch !

T: 01732 823 700 E: sales@angels-face.co.uk www.angels-face.co.uk

SHOW GUIDE | WWW.CWB-ONLINE.CO.UK

EXHIBITION CALENDAR CWB’s guide to the autumn/winter 2016 trade shows.

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NOVEMBER/DECEMBER 2015 - 25

SHOW GUIDE | WWW.CWB-ONLINE.CO.UK

PITTI BIMBO 21-23 January 2016 Fortezza da Basso, Florence www.pittimmagine.com Pitti Generation(s) is the title theme of this season’s Pitti Bimbo, Europe’s key international kids’ fashion and lifestyle event. Pitti Generation(s) will take an ironic and light-hearted approach to age, with the show reflecting the co-existence of different generations in today’s fashion. Key destination areas within the show include KidzFizz, Pitti Bimbo’s children’s project for cutting-edge collections and innovations, which returns for a/w 16 following its successful debut last season. Elsewhere, Apartment, the area of the exhibition dedicated to big-name, contemporary labels, will feature a new layout, as will the show’s pop-up stores area, which houses jewellery, eyewear, furnishings and accessories.

Pitti Bimbo’s Sports Generation zone, which plays host to big names in sportswear and activewear, will be bigger this season and also linked up to the denim and urban-focused SuperStreet area, reflecting a blend of sport and street.

New names and key returns to Pitti Bimbo this season include Emu Australia, Moulin Roty, Chipie, Levi’s Kids, Pom D’Api, Collegien, Hucklebones, Belle Enfant, Holly & Beau, Powell Craft, Geox, Lelli Kelly, Agatha Ruiz de la Prada, Mr Uky and Guess Kids.

BUBBLE LONDON 31 January – 1 February 2016 Business Design Centre, Islington, London www.bubblelondon.com Leading UK show Bubble London is set to unveil a diverse line-up of children’s fashion, footwear, gift and interiors brands for a/w 16.

The event will play host to 250 labels, including returning favourites Mayoral, Aden + Anais, Lilly + Sid, The Bonnie Mob, Igor, Mini Melissa, Piccalilly, Frugi, Kite, Patachou and Rachel Riley. These will be joined by new signings, including First Baby Shoes, Petite Vigogne, Les Lutins, Pom D’Api, Pipkits and Nod London. Bubble is also set to launch a new area for a/w 16, comprising pop-up stands for small and emerging labels. Dubbed POP, it will give buyers the chance to see exciting, niche product they might otherwise not have discovered.

Elsewhere, the show’s Look Who’s Talking seminar programme will make a welcome return, bringing visitors business advice, trend updates and new panel discussions with industry experts. The Perfect Pitch programme, which sees up-and-coming designers introduce their brand to visitors, will return for a third outing, while the Rising Star award showcases the industry’s best launch brands.

Finally, the event will play host to the winners and finalists of the CWB Independent Retail Awards, which champion the best of independent retail in the UK.

CHILDREN’S CLUB 10-12 January 2016 Pier 94, 55 street, 12th Avenue, New York www.enkshows.com

KLEINE FABRIEK 17-18 January 2016 Amsterdam RAI www.kleinefabriek.nl

TOP DRAWER 17-19 January 2016 Olympia, London www.drawer.co.uk

PLAYTIME PARIS 24-26 January 2016 Parc Floral de Paris www.playtimeparis.com

NOVEMBER/DECEMBER 2015 - 26

SHOW GUIDE | WWW.CWB-ONLINE.CO.UK

MODA FOOTWEAR 21-23 February 2016 NEC, Birmingham www.moda-uk.co.uk Moda Footwear returns for a/w 16 with a newly-organised format designed to ease navigation for buyers. The exhibition will once again host Mini Moda – the sector’s only national trade show specifically for children’s footwear – as well as showcasing children’s brands throughout the wider exhibition. Italian stalwart Lelli Kelly will make a welcome return to Mini Moda for the winter edition, alongside Bobux, Bo-Bell, Ricosta, Pepino, Froddo, Pediped, Chatterbox, Six Pieds Trois Pouces, Gluv and William Lamb. Children’s ranges showcased outside of Mini Moda within the wider Moda Footwear exhibition, meanwhile, include Xti Kids, Skechers and Superfit.

INDX KIDSWEAR 14-15 February 2016 Cranmore Park, Solihull www.indxshow.co.uk Formally known as Independent Kids, the rebranding of Indx last year has given the show a new edge, seeing it focus on presenting independent retailers with a business-focused trade event.

This season’s exhibitor list includes established UK labels as well as new names, with over 100 brands confirmed. Key returns include Mayoral, Frugi, Hatley, Blue Seven, Emile et Rose, Kissy Kissy, Lilly + Sid, Peppermint Phoenix, Piccalilly and Toby Tiger. New upcoming brands, meanwhile, include Amabelle, Kidiwi, My Little Duckling and Zubu Baby plus the UK launch of Spanish brands Martin Aranda, Tony Bambino and Popys.

Onsite parking, exhibition guides, lunch and refreshments are complimentary to all independent buyers and exhibitors.

HARROGATE INTERNATIONAL NURSERY FAIR 20-22 March 2016 Harrogate International Centre, Harrogate www.nurseryfair.com Established as a trade-only exhibition for over 45 years, the 2016 edition of Harrogate International Nursery Fair (HINF) will, for the first time, see the last day open to both trade and consumer.

This decision reflects feedback that manufacturers and suppliers want to raise their profiles to consumers and do more direct marketing on a business-to-consumer basis. The main focus of the public day will be around the safe use of products, with seminars and demonstrations on subjects relevant to baby care, free for all to attend.

“Naturally, retailers don’t want to compete with the manufacturers and suppliers of the products they sell,” says event managing director, Robert Anslow. “Therefore, the public open day will be geared towards product demonstration and promoting brand awareness; plus it will give manufacturers the opportunity to direct consumers to retailers that are located in the north east. It will not be billed as a direct selling event, so stock will not be required in any quantity.”

CIFF KIDS 3-5 February 2016 Forum Copenhagen, Julius Thomsens Pl. 1, 1925 Frederiksberg www.ciff.dk

LITTLE 5-7 February 2016 Momad Metrópolis, Madrid www.littlebarcelona.com

PLAYTIME NEW YORK 14-16 February 2016 Metropolitan Pavilion, 125 W 18th St, New York www.playtimenewyork.com

PLAYTIME TOKYO 23-25 February 2016 Belle Salle Shibuya Garden, Tokyo www.playtimetokyo.com

NOVEMBER/DECEMBER 2015 - 27

HATLEY | WWW.CWB-ONLINE.CO.UK

HATS OFF TO HATLEY Thirty years ago, in a small Canadian town, husband and wife John and Alice Oldland began an apron business, which they named Hatley. Since then, it has grown into an international family lifestyle brand with a strong focus on kids’ product. Having recently opened its first UK standalone store, CWB speaks to son of the founders and now president of the company, Chris Oldland, to find out more.

Laura Turner: What’s the history of Hatley?

Chris Oldland: In 1984, my parents John and Alice Oldland chose to simplify their lives by quitting their jobs in Toronto and moving to the small town of North Hatley to raise myself and my brothers, Nick and Jeremy. My dad became a business professor at a nearby university and, in 1985, my mum opened a small gift store, which she named Little Blue House.

A year later, Mum opened an Art Gallery on the second floor of the shop to exhibit her work of whimsical animal illustrations. My dad saw potential in taking these original designs and printing them onto T-shirts and aprons to be sold in the store. These quickly become bestsellers, and other stores in the area began asking if they could sell them in their shops. In no time, my parents were exhibiting at trade shows, selling T-shirts and aprons to shops across the country. The T-shirts and aprons led to magnetic notepads and other fun items.

In 1998, my parents passed the business onto myself and my brothers. It was around the same time that we three brother were starting our own young families, which exposed us to world of children’s clothing. The introduction of new categories such as childrenswear and, over time, women’s fashion, meant new risks, especially selling enough of an item to meet factory minimums. Since these were new product categories, for which Hatley had no existing customer bases, we decided to take the ranges into multiple markets in the US, UK and Europe, confident that the prints were strong enough to be sold anywhere.

Subsequently, we realised this also meant creating demand through standalone stores to help meet the minimums.

NOVEMBER/DECEMBER 2015 - 28

HATLEY | WWW.CWB-ONLINE.CO.UK

Our strategy for the UK is to become an important brand to the independent boutique trade. The new store in Chiswick, London, and the UK website aim to explain what Hatley offers and stands for.

NEW UK STANDALONE STORE

LT: On the subject of stores, Hatley recently opened its first UK standalone store and launched a UK website. What’s your vision for the UK market?

CO: Our strategy for the UK is to become an important brand to the independent boutique trade. The new store in Chiswick, London, and the UK website aim to explain what Hatley offers and stands for. In the UK, Hatley is perceived as “a great raincoat, pyjama and swimsuit brand”, which is fantastic, however, we are actually a lifestyle brand, and have something for the whole family. Our improved UK presence will allow the consumer and trade to see all of the ranges the way we see them.

LT: How many standalone stores do you have?

CO: We have 17 in total – 14 in Canada, two in the US, and one in the UK. There are plans to open three more shops in the US and Canada.

LT: What key strengths are behind Hatley’s growth?

CO: The driving force behind Hatley is design. The company was founded by my mum, a talented illustrator, and my brother Nick studied art throughout high school and university, also becoming an accomplished illustrator. Hatley is known for quality but it is Nick’s appreciation of print that sets us apart.

Today, we employ five illustrators who create original work for all three of our divisions.

Good buyers see multiple ranges and when they see a collection where the art is fresh and original, they know their customers will respond. Hatley is positioned at the top end of the mid-market, and we create designer level prints, yet price them so that they are affordable. Brand adjacencies in the UK would be Joules and Cath Kidston.

The stores have also been a massive brand builder. They have allowed Hatley to show the entire range, from gift through to children’s fashion, and in the way we envisioned. They have allowed us to test product before presenting to the trade, too.

LT: Besides yourself, who are the key people behind the company today?

CO: Nick is the creative force behind Hatley.

We are fortunate that one of us is a true designer who understands good illustration, colour and style. When a new product or style is proposed, Nick has the ability to see what makes it “special”.

Logistics, finance and production report to Jeremy, who is a very bright and focused individual. His clear thinking allows us to make quick, intelligent decisions and his computer science background has been an asset in tying together warehouses, stores and offices in multiple countries.

I drives the sales across all markets.

Appreciating the strengths of the line, and believing the brand attraction is universal, I travel the world setting up agencies and visiting customers. So far, everyone can see that Hatley is unique and fun, so the travelling has been worth it.

There are also several key managers that make Hatley a success. The head of sales, design, production and retail are phenomenal and a crucial part of the company. I would also include the agents that represent us day-to-day, they are the ones that believed Hatley was special enough to present to their customers.

LT: What is your approach for the wholesale arm of the business?

CO: Wholesale accounts for 80 per cent of the

total business, so the strategy is paramount.

We believe that in order for a store to succeed, new product needs to be on the floor every six-to-eight weeks. This means creating six-to-eight compelling deliveries that are sensitive to the seasonality of the trade. This challenge necessitates additional designers and better branding, so we are investing in both.

LT: What does Hatley’s kids’ offer comprise?

CO: Rain gear, pyjamas and playful tops are available 12 months of the year. In the spring, we add unlined raincoats, swimsuits and season-appropriate fashion like shorts, skirts, lightweight dresses, trousers and short-sleeve tops. In the winter we bring in heavier weight fabrics for the tops and dresses as well as puffers, fleeces, sweaters and winter boots. We look for easy-care styles, which can really show off our prints. The age range is infant through to eight years, but our pyjamas go up to 12 years. The staple bestsellers for kids are the rain gear, pyjamas, swimsuits and dresses.

LT: What’s in store for the a/w 16 kids’ collection?

CO: As usual, we have gorgeous prints for a/w ranging from Farm Friends through to glow in the dark lightning bolts. New for the season are reversible quilted coats for girls and technical coats for boys. We have also expanded our reversible puffer collection and microfleece pyjamas. The girls’ clothing collection is full of soft pinks, rich blues and light grey, with an impressive assortment of sweater dresses. The boys’ clothing is full of greys, muted blues and deep reds with light touches of orange. We took an athletic Varsity approach to the boyswear, so there’s an athletic feel to the hoodies, pants and tops. We’re

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HATLEY | WWW.CWB-ONLINE.CO.UK

looking forward to displaying the range at Bubble London in the new year.

LT: What proportion of Hatley does menswear and womenswear make up?

CO: Men’s and women’s pyjamas have been part of Hatley for over 20 years and can be found in Little Blue House by Hatley – our gift range – where you can also find kitchen textiles, ceramics and stationery. Little Blue House by Hatley makes up 35 per cent of our sales. Our true womenswear range started three years ago and represents 25 per cent of our sales while the children’s range accounts for 40 per cent of sales. There are some obvious, untapped categories for Hatley to explore, such as bedding, home furnishing and women’s accessories, but we have decided to put these on hold so that we can focus on what we have developed so far.

LT: How would you sum up the look of Hatley?

CO: Hatley is a lifestyle brand that doesn’t take itself too seriously, so our look is based on sophisticated and attractive prints that flatter casual clothing. In the case of childrenswear, we love the versatility of animals and nature themes when creating prints. The signature design features of Hatley Kids are the terry lining found in the raincoats, the different styling offered between boys’ and girls’ raincoats – instead of offering a unisex coat – pulls on our rain boots, soft combed cotton in our snug fitting pyjamas, fast-drying fabric in our swimsuits and reversible prints in our puffers.

LT: Who is your core customer?

CO: A family that appreciates quality and original design and who shops at better boutiques and department stores. The family that can see it is actually less expensive to

buy a well-made garment that looks timeless, thus allowing it to be passed on to a sibling or a friend.

Many celebrities’ children wear Hatley, and we usually find out when customers send us links of the photos that make it into the magazines; you can easily tell when it’s a Hatley print. We have been fortunate that better boutiques around the world carry the range and celebrities shop in them.

LT: What’s Hatley’s stance on social responsibility and environmental awareness?

CO: The company is called Hatley, but it could just as well be called the Oldland Family. We design and wear the clothing we make, our children sleep in our pyjamas and go to school in our coats, we visit the factories we use, and personally know the owners and senior management.

In the handful of factories that make our children’s clothing, we know a fair wage is paid, safety is followed, and standards are met. We make sure of this by visiting all of the factories five times a year. In the case of our main factory in India, we help support the local orphanage and partner with it on facility improvements.

Hatley is not focused on making massive quantities of clothing at the cheapest possible price. Instead, we seek to make quality clothing in limited quantities with new prints every six months. We know that this makes the

brand special, so we charge a little more. This allows us to work with better factories that, yes, cost more, but that is because they are compliant with global standards and know that in the long run, a stable work force is better for the business.

We also realise that printing is water intensive, so we use Azo dyes and loop printing. Ultimately, a quality garment has the least impact on the environment. Disposable fast fashion that does not last and gets thrown away is what’s harmful.

LT: What are the next steps for Hatley?

CO: The short-term plan is learning how to manage the rapid growth we are experiencing, making sure we don’t get carried with any one division. We plan on doing this for a long time, so we can wait to see what really works.

The long-term strategy is to see the next generation of Oldlands run Hatley.

LT: Tell us some unknown facts about Hatley…

CO: Everyone seems to think Hatley is a British company, but we are from Canada. My dad is British, Nick and Jeremy went to high school in the UK, but we are based here, in Canada.

Our very first products were an apron and chef hat with a large cow printed on them – the height of fashion.

Before Nick started designing at Hatley, he was a stand-up comic and accomplished documentary film-maker.

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PRODUCT | WWW.CWB-ONLINE.CO.UK

COLOLO £24.50 07745 423058

MOLO PRICE ON REQUEST 0045 88884040

ANIMAL £15 0845 026 7267

SOREL £37.50 0808 234 0228

SMAFOLK ¤30.45 0045 2330 7975

PYRENEX FROM £80 020 7608 9100

LOVE MY SMALLS PRICE ON REQUEST 020 7002 7799

C.P COMPANY UNDERSIXTEEN FROM £157 020 7608 9100

TEKO £6 0800 032 3505

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PRODUCT | WWW.CWB-ONLINE.CO.UK

DIESEL FROM £73 0800 840 4249

RED URCHIN PRICE ON REQUEST 07952 344807

EGG £14 0032 37812276

KEEN PRICE ON REQUEST 01572 772436

CRAGHOPPERS £22.20 0161 866 0500

TOBY TIGER £24 01903 766777

COLD WEATHER STAPLES DANEFAE ¤64 0045 69149900

CWB has winter wrapped up with our pick of seasonal essentials.

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CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

ndent e p e d In REtail s Awa rd

•2015•

THE RESULTS: THE JUDGES: FRAN LEE Stylist Fran Lee has been working in the fashion industry for almost 15 years. When she’s not trend forecasting and styling shoots, she co-runs the children’s lifestyle popup shopping event, KidsARCADE.

JACKIE COOK Retail consultant, National Childrenswear Association vice president and ex-Selfridges buyer Jackie Cook has a wealth of industry knowledge. She is also a well-known seminar speaker, and recently presented a series of retail training videos produced by NCWA.

LINDSAY HOYES Lindsay Hoyes is event director of the UK’s leading kids’ trade show, Bubble London. An expert in children’s fashion and the wider industry, Lindsay has been overseeing Bubble – and curating its unique brand edit – for over eight years.

SUZANNE PETERS Suzanne Peters has worked in the kids’ lifestyle industry for over 15 years – in marketing, as a buyer, a retailer and as a writer. She has been posting about children’s fashion on her popular blog, Kid Style Junkie, since 2011.

LAURA TURNER Laura Turner is editor of CWB magazine, the UK’s only trade title dedicated exclusively to the childrenswear sector. Working in the industry for over 11 years, she’s a trusted authority on retailers and brands.

SHOSHANA KAZAB Shoshana Kazab launched children’s fashion and lifestyle PR agency Fuse Communications in 2004. Over the last 11 years she has established a broad portfolio, representing leading names in the children’s sector.

DAVID BURGESS David Burgess is a leading expert in the schoolwear sector.

Former MD for school uniform and sportswear company David Luke, he is also a past chair of the National Childrenswear Association (NCWA) and the current chair of the Schoolwear Association.

LUCY ENFIELD & SOPHIE WORTHINGTON Lucy Enfield and Sophie Worthington founded the vintageinspired UK girlswear label ilovegorgeous in 2006. They have since opened own-brand stores in Notting Hill and Primrose Hill, and also run an e-commerce website.

36 BEST KIDS’ INDEPENDENT STORE 40 BEST ESTABLISHED STORE 44 BEST NEW STORE 48 BEST ONLINE STORE 52 BEST FOOTWEAR STORE 54 BEST SCHOOLWEAR STORE

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BEST KIDS’ INDEPENDENT STORE WINNER: YOUR CHILDREN’S WARDROBE Brands include: Oilily, Jean Bourget, Hatley, IKKS, Tommy Hilfiger, Scotch Shrunk, R’Belle, ilovegorgeous, Molo, Mim-Pi and Bob & Blossom Since its launch in Denby Dale, West Yorkshire in 2010, Your Children’s Wardrobe has been carefully honed by its owner, Amanda Evans.

Evans’ goals are simple: to offer a wide range of childrenswear brands for boys and girls from birth to teenage. This she combines with in-depth product knowledge and high levels of service for customers near and far, with FaceTime used so that long distance shoppers can experience the store from their own homes.

Seasonal marketing activities support a multi-channel sales approach, and market research is conducted constantly. To raise the business’s profile, Evans works with a PR, uses social media and guest blogs and participates in industry events. Digital developments include a new, responsive website with features such as live chat, with the use of video being explored. Other services include personal shopping, private appointments, out of hours opening times, handwritten messages and gift wrapping with all online orders and click & collect.

CWB: “A strong and commercial brand portfolio, robust marketing strategy and proactive in raising the business’s profile within the local community and the wider industry.”

CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

HIGHLY COMMENDED: NOTSOBIG Notsobig was established by Jane Wiles in 2000 in Highgate Village, London. Wiles travels all over the world to personally discover, source and select her stock. Her philosophy is to gather unique, fun and eclectic children’s fashion, focused on quality and craftsmanship and presented in one accessible place.

Notsobig uses Twitter as its main feed for customers, using it to announce new collections in-store and online. Wiles includes engaging snippets of information, such as suggestions for what kids can get up to in London. Picks of the Notsobig staff’s favourite pieces from the collections in-store highlight minute details such as the feel of the fabrics. A news section on the store’s website delivers more in-depth posts on new designers being introduced and the ethos behind the brands. Window displays are key for Wiles, who creates intricate and playful displays using sourced props.

HIGHLY COMMENDED: JOTOHA Formerly known as Belle Enfants, Amanda Arkell’s childrenswear business rebranded earlier this year to Jotoha. The retailer has three stores offering childrenswear, footwear, gifts and accessories located at Lymington, Hants; Ringwood, Hants; and Wimborne, Dorset. In line with the rebrand at Easter, Jotoha launched a new, user-friendly e-commerce website, with plans being to develop blogging and vlogging.

Jotoha offers an “exclusive boutique shopping experience without the expensive price tag”, which includes all purchases wrapped in tissue and presented in ropehandled bags, a professional shoe fitting service and staff trained in product and brand knowledge. The business has a wide social media presence and advertises both in local press and national magazines. Weekly e-newsletters keep online customers up to date, but for the personal touch online, product review videos by the store managers are planned.

CWB: “A unique and inspiring brand list with a focus on discovering new designers combined with engaging visual merchandise.”

Brands include: Woolrich, Little Remix, American Outfitters, Bobo Choses, Bobux, Finger in the Nose, Tocoto Vintage, Belle Enfant and Imps & Elfs

CWB: “An all-encompassing offer in terms of product, brands and services, including professional shoe fitting and a good customer loyalty scheme.”

Brands include: Start-rite, Bobux, Joules, Frugi, Lilly + Sid, Belle & Boo, Le Toy Van, Plumeti Rain, Emile et Rose and No Added Sugar NOVEMBER/DECEMBER 2015 - 37

fingerinthenose.com

CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

BEST ESTABLISHED STORE WINNER: OLIVE LOVES ALFIE Brands include: Anïve for the Minors, Bang Bang, Bobo Choses, The Bonnie Mob, Gloverall, Dr Martens, Young Soles, Bobux, Design Letters and Djeco Before opening Olive Loves Alfie, owner Ashlyn Gibson travelled the world as a footwear designer. It was when she became a mother and began sourcing interesting clothing for her daughter Olive that her skills transferred to kids’ fashion.

Based in Stoke Newington, where Gibson lived and knew the demographic, Olive Loves Alfie opened in 2005. Championing the move away from gender stereotypes, it focused on offering modern parents something refreshing and different. As a published author of family style books and an interior and fashion stylist, Gibson pays great attention to merchandising and window displays, with past examples of the latter including a shadow puppet theatre.

Within the shop, vintage furniture is mixed with modern pieces to create unique and inspirational backdrops and display ideas that parents can replicate at home. Olive Loves Alfie also has a made in the UK own-label clothing range, exclusive collaborations and most recently, a second London store opening, Olive Loves Alfie East.

CWB: “An inspiring independent retailer in the true sense of the word: from the brand edit through to how it merchandises using a mix of vintage furniture and modern pieces, creating displays that customers can take ideas away from and replicate at home.”

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HIGHLY COMMENDED: CARRY ME HOME Gayle Haddock realised the commercial potential in babywear when she added it to her offering of customised T-shirts, which she sold at Spitalfield Market. Not only was babywear where her customers wanted to spend their money, her designs were also attracting stockists, including Selfridges. So when an opening came up for a shop in Kingly Court, Carnaby Street, Haddock snapped it up and opened a childrenswear business.

Carry Me Home opened in 2005 and, alongside its own-brand and custom-made range, it boasts an international brand list spanning babywear, childrenswear, gifts and toys.

The business is part of the Carnaby PR, which sees it partake in shopping evenings in association with Grazia and GQ magazine, and is featured in some of London’s best guide books. Haddock also makes use of cross-marketing, a number of shopping apps for independents, and recently began holding talks and workshops with bloggers and design makers.

Brands include: Tootsa MacGinty, Beau Loves, Mini Rodini, My Little Cozmo, Poco Nido, Mini Myo, Vevian, Honey and Archie, Diddywear, Baberoo, Mama Designs and aPuntBarcelona

HIGHLY COMMENDED: TROTTERS The idea behind Trotters was triggered by its founder and CEO Sophie Mirman’s negative encounters when shopping for her own children. Neither she nor her children found the experience enjoyable, with the environments often too corporate, unfriendly and with a real sense that “children shouldn’t touch”. Mirman’s response was to create a childrenswear business to counteract all of these things – a child-friendly shop with a relaxed environment where everything could be found under one roof – including a children’s hairdressers.

The first Trotters store opened on King’s Road in Chelsea in 1990; today there are a total of six stores in and around London, each with its own children’s hair salon. Recent developments for the retailer include the appointment of its first visual merchandiser and its 25th anniversary, celebrated by a party at Duke of York Square, Chelsea that drew more than 26,000 people.

CWB: “A strong brand portfolio that includes an own-brand and custom-made range and a socially engaging marketing approach.”

CWB: “A six-store-strong family business, which places emphasis on creating a relaxed, child-friendly environment, offers own-label collections and in-store children’s hairdressers.”

Brands include: Lily Rose, Confiture, Chelsea Clothing Company, Petit Breton, Thomas Brown, Start-rite, Bobux, Converse, Crocs, Jellycat and Merry Berries NOVEMBER/DECEMBER 2015 - 41

Kissy Kissy has been awarded the prestigious Earnie Award “Best Infant Collection� for the fourth year running.

Tel: 01442 248099 www.kissykissyonline.com

AUTUMN/WINTER 2016 COLlECTION

CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

BEST NEW STORE WINNER: SPOTTY HERBERTS Brands include: Bob & Blossom, Dandy Star, Tootsa MacGinty, Boys & Girls, Marmalade & Mash, Little Mashers, Milk & Biscuits and Rockahula Good friends Kate Austin and Emily Ingram opened Spotty Herberts in Bath in 2014 to offer a shop for children to enjoy, with clothes they’d love to wear and pocket money toys to take on adventures. The duo provide traditional, quality customer service and a welcoming environment whilst supporting British clothing brands, thoughtful design, ethical production, craftsmanship and UK manufacture.

The shop’s interior is a mix of old, new, upcycled, recycled and custom-made fittings and furniture, including a counter made from a vintage haberdashery unit and custom print wallpaper created from Spotty Herberts’ Instagram pictures.

To integrate the business locally, Austin and Ingram support school fetes, charity events, fundraising initiatives and even have a “shop in a box” to take to events with them.

This month, the store will be featured in a new book, Concierge, Bath: An Independent Guide to the City.

CWB: “Doing what independents do best: creating a truly bespoke and unique store setting, an interesting brand mix and building strong ties with the community and other local businesses.”

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HIGHLY COMMENDED: INDIACOCO A career working in high level positions for some of the UK’s biggest retailers has given Claire Harper a wealth of experience that today she applies to her childrenswear business, IndiaCoco. Based in West Yorkshire, IndiaCoco launched in 2012 specialising in British childrenswear brands. It has an online business growing across the UK and internationally, a small concession in local, award-winning Blacker Hall Farm and in 2013, it opened its first bricks and mortar store in Wakefield. In May 2015, Harper moved the business to a new flagship in the city’s Trinity Walk Shopping Centre and is looking into opening further UK branches and launching an own-label baby collection.

Customer service includes a personal shopping team, styling advice, click & collect and complimentary gift wrapping in-store.

To increase brand profile, IndiaCoco uses PR, social media, targeted marketing, blogs and store events.

CWB: “A slick and professional operation backed by a robust marketing strategy that includes PR, social media, targeted email marketing, blogs and store events.”

Brands include: Joules, Frugi, Lilly + Sid, Tootsa MacGinty, Little Green Radicals, Sew Heart Felt, Ava & Luc, Aravore, Toby Tiger, Hatley, Teddy & Me and Panda and the Sparrow

HIGHLY COMMENDED: OLLYBEAR CHILDRENSWEAR Located in The Village in East Kilbride, Ollybear Childrenswear was opened in 2013 by owner Clare Traynor. Traynor chose the picturesque location of East Kilbride, which is the biggest town in South Lanarkshire, as the base for her business owing to its impressive range of shops and excellent transport links.

Ollybear has invested heavily in digital, and has a fully responsive e-commerce store.

The website is a vital part of the business and central to the retailer’s overall growth and expansion strategy. Ollybear.com offers free delivery on orders over £50, with orders delivered next day via courier. There is also a popular click & collect service offered.

In-store services include every purchase being gift wrapped and encased in the retailer’s branded packaging.

Ollybear uses a number of outlets for marketing, and with 15K followers on the business’s Facebook account, which is linked to Twitter and Instagram, social media is a key tool for the business.

CWB: “A strong e-commerce website to back up the bricks and mortar store and effective use of social media platforms to market the business.”

Brands include: Mayoral, Tutto Piccolo, Absorba, Lili Gaufrette, Leon Shoes, I Do, A*Dee, Ralph Lauren, Hugo Boss, Billieblush, Billiebandit, Timberland and Kenzo NOVEMBER/DECEMBER 2015 - 45

Following the fantastic reaction to our new Alex first walker _ we have added two more great styles, Alice and Edward.

Alice a classical Mary Jane design for girls and Edward an Oxford style lace up for boys. Both styles share all the attributes of Alex with full leather uppers and linings including an arch support_and lightweight flexible rubber walking soles.

Available in a wide range of colours from sizes 19-23, orders being taken now for Winter delivery. _ More new styles will be joining the range shortly _ and a brand new catalogue will follow on soon.

Footwear Manufacturers since 1952.

Early Days Baby Shoes for all Occasions Early Days, 15b Mandervell Rd, Oadby, Leicester, LE2 5LQ Tel: 01162 716944 Email: sales@earlydays.ltd.uk www.earlydays.ltd.uk _

See these and more great new styles at Bubble Stand B53

H O L LY H A S T I E AUTUMN WINTER 2016

SHOWING AT PITTI BIMBO FLORENCE BUBBLE LONDON Stand A4 ENK NEW YORK Wholesale Enquiries: sales@hollyhastie.com Tel: 0207 1279107

Beautiful British Brand For Girls www.hollyhastie.com

CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

BEST ONLINE STORE WINNER: FRECKLEDFROG.CO.UK Brands include: Amy & Ivor, Plumeti Rain, Poudre Organic, Alpaga, Lucien Zazou, Boys & Girls, Little Dandies, Olive & Moss, 3 Sprouts, Love Mae and Down with the Kids Ruth Robinson launched Freckled Frog in 2013, combining design-led, ethically manufactured brands across childrenswear, gifts and interiors with a straightforward shopping experience and friendly customer service. Bespoke gift bundles, order status updates, fast response to enquiries and free standard delivery within the UK are just some of the highlights.

Alongside the online business, Robinson sells at shopping events and fairs to raise the business’s profile. Ultimately, she aims to organise her own, including exploring home shopping events. In addition to visiting trade shows such as Bubble London, INDX Kidswear and Harrogate International Nursery Fair, Robinson sources brands from Etsy and Folksy, some of which have gone on to produce exclusive ranges for Freckled Frog.

Social media is key to the business, as are collaborations with parenting and lifestyle bloggers on product reviews, giveaways and sponsorships. Over the next five years, goals include a Freckled Frog own-brand range of gifts and home accessories.

CWB: “A solid mix of design-led, ethically manufactured labels, strong branding, free UK delivery as standard and ambitious plans including an own-brand range.”

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HIGHLY COMMENDED: BUSYANDTHEBOY.COM A couple of years ago, Lana Keen moved out of London, and suddenly found it much more difficult to find unique childrenswear that both she and her children liked. After speaking to fellow parents to gauge demand and researching brands, Keen developed a business plan. Busy and the Boy launched last year, offering a curated collection of children’s fashion and accessories.

Keen is focused on building online presence, which she does with the help of social media platforms – Twitter, Instagram, Facebook and Pinterest – a PR company, and utilising data from analytics and conversion rate optimisation. With a background as a customer relations manager, Keen is also passionate about exceeding customer expectations. Means to do this include email confirmation when an order is placed and once it’s dispatched and free UK standard delivery on all orders over £60.

CWB: “Clean and simple website design, sleek and contemporary branding and an inspiring brand list.”

Brands include: Quinn & Fox, Indikidual, Loud Apparel, Mini A Ture, Little Eleven Paris, Ruff & Huddle, Mini Rodini, Soft Gallery, Pompom Galore and Cute Graffiti

HIGHLY COMMENDED: BUBBLECHOPS.COM

CWB: “Highly personalised and offers an edit collection

Having a baby and a time-consuming banking of exclusive and limited edition pieces.” career was the catalyst for Wing Yin Man to launch her own business. Offering an alternative to the high street – to “stereotypical motifs” and “mass produced, low quality” clothing – Man launched BubbleChops with the aim of making it easier for busy parents to shop independent and support small, local business. An “edit collection” of exclusive and limited edition pieces further adds to the distinctive offering.

Marketing is primarily through social media channels, by joining shopping portals like Babyccino Kids and Junior Style London, which help promote the business to their followers, and with paid advertising in Little London magazine. High customer service is maintained via constant communication on orders, status updates, prompt responses to queries and free delivery for orders over £50. Upgraded delivery options, to courier delivery as standard, are also being explored.

Brands include: Tinycottons, Aravore, Petites Pattes, The Little Shoemaker, Mini Dressing, Olivier Baby, Whimsigirl, Amy & Ivor, Elks of Ireland and Petite Albion

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Please come and see us at: Bubble London Business Design Centre, London Stand C34 31 January – 1 February 2016 Moda NEC, Birmingham Stand 41, Hall 17 21 – 23 February 2016

www.froddo.com www.KidsNewShoes.com E: pauly.tong@kidsnewshoes.com M: +44 (0)7796 766669 T: +44 (0)1707 888388

FRODDO are delighted to congratulate their UK stockists Little Gems and Windmill for being chosen as finalists in the BEST FOOTWEAR STORE in the CWB INDEPENDENT RETAIL AWARDS.

CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

BEST FOOTWEAR STORE WINNER: WINDMILL Brands include: Petasil, Froddo, Superfit, Plae, Salt-Water, Sun-San, Start-rite, Vans, Chipmunks, Andanines, Pediped, Igor, Kickers, Agatha Ruiz de la Prada, Young Soles and Move by Melton Arancha Heredero teamed up with her good friend, ex-Selfridges buyer Kirsty Cunningham, to open the children’s footwear boutique Windmill in Weston Park, London, in 2013. The duo’s aim is to be recognised as a niche store where style, quality and fit are key, as are new and up-and-coming designers and local talent. Very active on Facebook, Twitter and Instagram as well as advertising in local magazines, Windmill runs in-store competitions throughout the year, some led by suppliers.

Staff are taught every aspect of the business and are involved as much as possible in the running of the shop. They are all fully trained in shoe fitting and, where viable, are included in the buying process to ensure understanding of each brand’s selling points.

Other key elements include a loyalty card scheme, request service, foot health check service and a no-obligation fitting check. Every child that visits the shop also leaves with a windmill to remind them of their experience.

CWB: “A solid mix of staple and fashion footwear brands combined with a host of customer services and strong branding, which runs throughout the business, down to the free windmill given away with each purchase.”

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CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

HIGHLY COMMENDED: LITTLE G.E.M.S Tapping into a network of community spirited, local business supporting parents in London’s Victoria Park was key in Clair Lane and Alexandra Tham’s choosing it as the location for their shop, Little G.E.M.s.

The duo, who have seven children between them, established the business in 2011. Keen to provide services above expectations, they offer advice on best practice for children’s foot development and drop-in clinics once a month for free consultations.

Working closely with a paediatric podiatrist, the women lean toward barefoot brands, sourcing super-flexible, lightweight, hard-wearing and preferably colourful shoes.

Ways of keeping in touch with customers include a monthly e-newsletter, Facebook, Twitter, Pinterest and seeding campaigns and blogger reviews.

Recent developments include the opening of a new store in Crosby, with plans being to start an own label and potentially move into franchising the brand.

HIGHLY COMMENDED: CHARLEY MOUSE Charlotte Beer launched online children’s footwear store Charleymouse.co.uk in 2014.

Her aim is to become a go-to destination for quality and style in children’s shoes. The focus is on fashion, but in a classic and nostalgic sense, providing an alternative to throwaway and unsupportive shoes, which don’t promote healthy feet.

Beer advertises in local magazines, but sees the most response – both nationally and internationally – from her stores’ Instagram account, which has increased overseas sales.

Being online-only, emphasis is placed on being immediately responsive to any queries together with personal assistance and advice on sizing, transparency in terms of delivery and a noquibble, immediate returns policy.

Promotions include a free pair of tights or socks with every purchase of shoes or boots. Customers can also choose from a selection of sparkly, glittery or coloured shoe laces to go with boots.

CWB: “Offering a child-orientated shop with a strong selling point focused on ‘barefoot’ brands and an online presence that includes a mobile optimised website and a blog.”

Brands include: Bobux, Hummel, Supra, Start-rite, Froddo, Pediped, Melton and Villervalla

CWB: “A strong edit of brands with a consistent buying criteria focused on classic, nostalgic fashion trends and imaginative customer incentives to encourage repeat business.”

Brands include: Oscar Knepp, Young Soles, Pom Pom, Sun-San, Little Titans, Petite Pattes, Slugs & Snails, Falke and Ubang

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CWB RETAIL AWARDS | WWW.CWB-ONLINE.CO.UK

BEST SCHOOLWEAR STORE WINNER: SCHOOL UNIFORM SHOP HEREFORD Suppliers include: Trutex, Rowlinson, Blue Max Banner, Falcon Sportswear, David Luke, Europa Sports and the retailer’s own ethically sourced and sustainable School Uniform Shop brand of PE T-shirts Luke Conod established School Uniform Shop Hereford in 1995. With both parents head teachers at local schools, Conod has a profound understanding of the benefits and the challenges involved in bespoke school uniform, coupled with a background in retailing. The business’s ethos is to have a positive impact on customers, colleagues, supply chain and surrounding community, all whilst building a sustainable business: “People, Planet, Profit.”

Conod is entirely committed to ethically sourced schoolwear; this includes no child labour, safe working conditions, fair wages and factories that are rigorously and regularly checked.

Proactive in its approach, the business utilises online advertising and social media, it fundraises, works with local media, liaises with schools and local businesses, has a concession in a department store in Ross on Wye and supports overseas schools in Cambodia, Nepal, Africa and Eastern Europe.

CWB: “A forward-thinking, socially engaged, ethical business that is leading the way in sustainable and ethical sourcing policy for school uniform.”

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HIGHLY COMMENDED: BRENDA’S Brenda’s was founded by current partner Steve Optix’s grandmother, Brenda Francis. Francis established the business in 1949 supplying guidewear and haberdashery before selling ties for a local school in 1969 following the closure of a department store.

Located in Camberley, Brenda’s offers a well-laid out and well-stocked store year round, with colourful displays and in-store school signs to assist parents to products.

The business is proactive digitally, having been online for 15 years and selling online for 10. Website features include downloadable price lists, direction maps, a blog and the option to sign up to a mailing list for a school.

Click & collect is available; all orders made before 3pm are delivered the next working day, and there is a one-off charge of £3.95 for delivery, regardless of the order size.

Email and social media are used to communicate with parents and schools, keeping them informed of new products and marketplace changes.

HIGHLY COMMENDED: UNIFORMALITY Claire Cockeram was inspired to open Uniformality in 2005 in Borrowash, Derbyshire, after receiving poor customer service when purchasing her children’s school uniform. As a mum, she wanted to be advised by experienced staff on the schoolwear she was buying and she wanted those garments to last. Now she provides these services via her own business.

Uniformality has Facebook and Twitter presence and customers are kept informed when products are in-store and of offers, new products and promotions. Fourteen staff are employed by Uniformality and are core to the business’s success, a set-up Cockeram helps maintain with monthly appraisals and staff meals.

This year marked a milestone for the business with a second store opening in Derby in March. This latest addition to the business is Uniformality’s head office and production site as well as a schoolwear shop.

Cockeram’s plan is to open another store next year.

CWB: “An effective multi-channel retailer that combines a well-stocked, modern store with an established online presence.”

Suppliers include: Trutex, David Luke, William Turner, Rowlinson, Charles Kirk, Blue Max Banner, Opro, Pex, John Hall, Maru, Target Dry, Pod, Stabilo and Helix

CWB: “An aspirational retailer who recently opened a second shop, has plans to open another next year, and who invests in motivating staff.”

Suppliers include: Trutex, David Luke, Blue Max Banner, William Turner, Gregory Pollard, Innovation, Rowlinson, Orion, Raydon Sports, Helix and Pencarrie NOVEMBER/DECEMBER 2015 - 55

SENSITIVE CLOTHING FOR SENSITIVE SKIN www.totallycoolclothing.com

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

TRUTEX

54: CWB Independent Retail Awards 2015 The winner and highly commended finalists in the Best Schoolwear Store category.

59: News

60: Play it cool Totally Cool Clothing, a new range of UK manufactured schoolwear designed to improve the quality of life of children with sensitive and eczema-prone skin.

NOVEMBER/DECEMBER 2015 - 57

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SCHOOLWEAR | WWW.CWB-ONLINE.CO.UK

Schoolwear NEWS: The latest news from the schoolwear industry.

CWB AWARD-WINNING SCHOOLWEAR STORES School Uniform Shop Hereford has been crowned winner of the Best Schoolwear Store category of the CWB Independent Retail Awards 2015.

The retailer was recognised as a pioneer in terms of ethical and sustainable sourcing policy for school uniform combined with an extensive, socially engaging approach to business and marketing, which includes support of overseas schools, fundraising and comprehensive on- and offline marketing activity.

The highly commended finalists of this category were Brenda’s in Camberley and Uniformality in Derby. For full coverage of the Best Schoolwear Store CWB award category, go to page 54.

—

SCHOOLWEAR ASSOCIATION FUNDRAISER SUCCESS This year’s annual Schoolwear Association (SA) fundraiser raised over £5,000.

Monies were raised via a 70s-themed evening do – Sunday Night Fever – on 11 October, after the first day of the Schoolwear Show.

Hosted at The Village Hotel, Solihull, the evening included a three-course dinner, karaoke and 70s music. The SA also held a raffle during the Schoolwear show.

The Association will use the funds raised to help promote the benefits of school specific uniform to schools, the press and national government.

—

NEWS IN BRIEF

SMILEY WORLD INVESTS IN BTS Throughout 2015, iconic brand Smiley has continued to expand its presence in the Back to School (BTS) market with a total of 12 licensees offering a full array of BTS products.

Today, the Smiley Company is one of the top 150 licensing companies in the world, with over 230 licensees globally selling more than 13 million products year round. The Smiley trademark is registered in over 100 countries and in more than 12 product categories.

“BTS licensing partnerships continue to be one of our best performing licensing categories,” says The Smiley Company’s CEO, Nicolas Loufrani. “Our focus as a business is to create a total lifestyle brand and the BTS market is a key ingredient in this. By creating really trend-inspired style guides this helps inspire our partners to create a wide range of products that allow their consumers to express themselves.”

—

BTS 2015 TRENDS REVIEW Over BTS 2015, retail consultancy, analyst and research report provider Verdict tracked UK parents’ buying behaviour for school uniform, which included 34.4 per cent of school uniform expenditure being online.

In relation to spend, one third of parents spent between £41 and £70, 17.1 per cent spent less than £20 and one quarter spent more than £91. Asda was the most shopped retailer, with 37.6 per cent of school uniform shoppers in July making a purchase. School uniform specialists were the second most shopped at 19 per cent.

Clarks was the most shopped footwear specialist and shirts and blouses were the most shopped items. Just under a quarter of parents bought shoes and a total of 13.2 per cent bought bags/ satchels.

Easy iron/non-iron fabric is the most important school uniform attribute for parents, followed by scuff resistant shoes; 60.7 per cent of shoppers would be prepared to pay more for the latter, allowing retailers to encourage trading up.

—

– The British Independent Retailers Association (Bira) will hold its annual National Conference and Awards Dinner at the Chateau Impney in Droitwich Spa, Worcestershire, on 11 May 2016. Catering for independent retailers and suppliers who serve the independent trade, the event will include high-calibre speakers, who will explore current trends for creating a sustainable future for retail businesses.

KERRY RANDS AND LEANNE GAINFORD RECEIVING THE AWARD ON BEHALF OF THE COMPANY

DEVELOPMENTS FOR ROWLINSON For the second consecutive year, Rowlinson has won the Best Employer category in the Stockport Business Awards, an accolade presented to the company at a ceremony at Stockport Town Hall in October.

Elsewhere, the schoolwear specialist has repositioned its Woodbank brand following development work to further refine the sweatshirt and improve both fit and comfort.

As a consequence, the garment has received extra brushing for warmth and has had the cuff adjusted for a comfort fit that holds its shape after washing. Colour retention has also been improved and levels have been increased to ensure it is always available from stock.

—

– James Southall, parent company of Start-rite Shoes, which has a wide BTS footwear offering, has confirmed that Stephen Riley will be joining its Board as non-executive chairman. Riley’s appointment follows the recent announcement that Start-rite will appoint a new chairman and chief executive as Peter Lamble is to step down as the company’s joint chairman/CEO after 20 years.

Lamble will remain in a key, non-executive role on the Board.

– Digital image transfer specialist The Magic Touch’s ongoing collaboration with Oki in developing the ‘White Toner’ printer technology has been awarded ‘recommendation’ status from the industry’s leading computer and printer technology publication, PC Pro. The magazine features an evaluation of the TMT/ Oki 711WT printer, highlighting the unique features and advantages White Toner technology offers and praising the combination as affordable and easy-to-use.

NOVEMBER/DECEMBER 2015 - 59

TOTALLY COOL CLOTHING | WWW.CWB-ONLINE.CO.UK

PLAY IT COOL Newly launched Totally Cool Clothing offers UK manufactured schoolwear designed to improve the quality of life of children with sensitive and eczema-prone skin. It achieves this through the garments’ linings, which are made from a uniquely developed fabric called BamSil. Laura Turner speaks to company founder Judy Micklethwait to learn more.

Laura Turner: What was the inspiration behind Totally Cool Clothing’s launch?

Judy Micklethwait: The inspiration was my eldest son, who had severe eczema from birth. It was incredibly hard to control, but one solution we found was in therapeutic undergarments prescribed by a dermatologist.

The introduction of these undergarments – or “bandages” as my son called them - marked his, and our, first good night’s sleep in eight years. Being so effective, I was keen for my son to wear the undergarments 24 hours a day.

However, this meant wearing them under his school uniform, which he refused to do for fear of being teased, so he only wore them at night.

The turning point came when my son received an invitation to a birthday sleepover.

He turned down the invitation because he was worried about his friends seeing his “bandages” beneath his pyjamas. I was devastated. It is bad enough watching your child feeling so uncomfortable in his own skin, but heart-breaking to see an eight-year-old so self-conscious they’d turn down a birthday party invitation. I desperately wished I could make his “bandages” look nicer, something my son would want to wear. After a lot of brainstorming I hit upon the idea of developing a clothing range with a discreet lining that had as many of the properties of the therapeutic undergarments as possible.

Something affordable to produce, that wouldn’t be classed as a “medical device” or one that infringed on other companies’ intellectual properties.

LT: Your experience as a mother of a child with eczema is obviously key to the concept

of Totally Cool Clothing, but did you have commercial experience to draw upon, too?

JM: Yes, I have experience in both the commercial and healthcare worlds. On leaving school I became a tri-lingual PA and worked at the political/legal arm of the American film industry for the Motion Picture Export Association of America. From there I moved to Paris, where I worked in advertising sales for American Vogue magazine, before moving back to London to work for high-end interior design house, Colefax and Fowler.

After that I changed tack and qualified as a physiotherapist, a short-lived career, as during my final year I met my husband and we started our family. This combination of experience has helped enormously when designing the product – balancing the healthcare requirements with the commercial viability whilst also meeting the practical concerns of busy parents.

LT: Where did you start research-wise?

JM: Once we had established the idea of doing lined children’s garments, I embarked on a two-year journey of exploration, enquiries and product development. I trawled the internet to check there wasn’t anyone else doing lined clothing; there wasn’t. The most closely aligned products I could find were knitted medical devices and silk undergarment companies offering products that most children wouldn’t want to wear.

Lots of people told me it wasn’t possible to achieve what I wanted to do. That was until I found a wonderful designer in Oxford who really “got me”. She designed and produced prototypes, patterns and specs and guided

me through the vagaries of the UK textile manufacturing industry. She introduced me to one of the UK’s top textile manufacturers, who has 30 years’ expertise producing fabrics for all sorts of large, well-known fashion houses.

This manufacturer understood and liked what we were trying to do, knew the properties I wanted to achieve with the fabric and, after a lot of discussion and sampling, developed a lining fabric, which we named BamSil. LT: What is BamSil? JM: It’s a lining fabric made from a unique blend of bamboo and silk, unique in that its percentage composition and yarn count is spun to our specifications and isn’t readily available. The yarn has thermo-regulating properties, serving to keep the wearer warm in winter and cool in summer. This also helps protect from dramatic changes in temperature – from a heated classroom to a cold playground for instance – which can play havoc with sensitive skin.

Because BamSil is knitted to a specific weight and gauge it allows good breathability and air circulation whilst preventing excessive moisture loss from the skin, which is very important for eczema sufferers. It is extremely absorbent, wicks sweat away from the skin and is exquisitely soft, soothing and comfortable.

The idea is to completely cover the body in good material that will help the wearer’s skin, not aggravate it.

LT: Did you carry out wearer trials?

JM: Yes, that was the next stage of research once we had samples and before we went into production. The first trial was with my son and NOVEMBER/DECEMBER 2015 - 60

TOTALLY COOL CLOTHING | WWW.CWB-ONLINE.CO.UK

the results were really incredible: his school work jumped up two grades because he could finally concentrate.

The next step was independent wearer trials, which we conducted through a marketing company. Prior to the trial, 50 per cent of parents reported their child’s skin condition as “poor” or “very poor”. After a period of wearing our garments, 94 per cent reported the wearer’s skin condition as “good” or “very good” and 84 per cent said they would buy our school uniform, describing the garment quality as “good” or “excellent”. Over 55 per cent of wearers said they found Totally Cool Clothing “more comfortable than their regular school uniform” and that they liked the style and colour.

LT: What does the schoolwear range comprise?

JM: We wanted to make the school uniform as accessible as possible, so we have started with generic schoolwear that is worn in up to 80 per cent of primary schools and a large number of independent schools. As children with eczema tend to take longer than most to grow to their full stature, they often need smaller sized clothing. To minimise the social impact of this, we decided to offer waist sizes rather than age sizes in our trousers and skirts but, generally, we cater for 5 to 12 years.

For boys, we offer a knee-length Bermuda-style short, an easy-care trouser, long-sleeved shirt and polo shirt. For girls, we have a slim-leg trouser, long-sleeved collared shirt, polo shirt and a pleated skirt, which falls in a flattering A-line shape. We have a girl’s gingham summer dress coming

“I feel very strongly that children with medical conditions have as much right to wear stylish clothes as children without, and in the schoolwear sector, there was a gap in the market.”

soon, too. RRPs are £41 for a skirt, which is in line with most good quality school skirts.

Trousers are £55, which includes a tailored fit to the required leg length. Most importantly, our RRPs are below the cost of having to buy medical undergarments – which cost about £50 – and regular school uniform. Our prices include both of these features combined.

All of the garments are easy to launder, machine washable, and suitable to tumble dry. They have been designed in flattering, modern shapes in durable fabric and the entire range is designed and manufactured in the UK in consultation with a leading paediatric dermatologist and experts in the textile industry.

LT: What are the signature design features?

JM: All items are fully lined with BamSil, including to the edge of the cuffs and collars, waistbands and down to the hems. Button stands and plackets are lined as well. All size adjusters are external to minimise irritation, all of the trousers are pull-up with elasticated waists, and all shirts have elasticated cuffs for ease of dressing. Our girls’ blouses and polos have softly-shaped, darted waists and gently gathered sleeve caps and our boys’ trousers are single pleated with two pockets and a mock fly. Additionally, all trousers are

sold unhemmed so we can tailor them to the correct length for the wearer.

LT: Who do you see as your core customer?

JM: Initially I see our audience being discerning, conscientious parents and carers who value their children’s health, education and well-being. These people recognise that children spend up to 70 per cent of their waking hours annually in school uniform, so it’s worth buying quality, comfortable and stylish schoolwear.

We have also generated interest from parents of children on the autistic spectrum with hyper-sensitivity to touch (hyperaesthesia), a parent whose child finds it difficult to regulate their body temperature, and people who just love the style and quality of our garments. The beauty of our schoolwear is that it is suitable for all.

LT: What is the company’s ethical stance?

JM: Our BamSil fabric is produced from Bamboo, which is a sustainable source. The fabric is manufactured in well-respected UK factories who pay their workers fair wages and provide good working conditions. We are newly signed members of the Schoolwear Association, which helps add further credibility to the brand. Going forward, we’d like to provide employment opportunities >>> NOVEMBER/DECEMBER 2015 - 61

TOTALLY COOL CLOTHING | WWW.CWB-ONLINE.CO.UK

and apprenticeships to young people to help them gain the life skills and experience they will need to progress their careers. We also aim, when we are profitable enough, to divert a percentage of our profits to causes such as the British Skin Foundation and The National Autistic Society.

LT: What is the distribution of the brand?

JM: We currently sell direct to consumers via telephone orders and face-to-face sales.

We are approaching schools, school uniform outfitters and childrenswear shops to explore wholesale agreements, and have already had interest from local schoolwear retailers.

LT: How are you promoting yourselves?

JM: We showed at the Allergy and Free From Show (AFF) North in Liverpool last month to launch our BamSil lined pyjama range in time for Christmas. We plan to exhibit at AFF again in July at Olympia; I have also been asked to speak at that edition. I visited the Schoolwear Show in October, which was a great networking opportunity, and I plan to exhibit there next year. I have also been invited to speak at a National Eczema Society Group meeting in March. Social media-wise, we have a Facebook and Twitter page and plan to start Instagram and Pinterest pages, too.

LT: Are there any plans to continue expanding the collection?

JM: We have just launched a range of pyjamas and will expand the uniform range to include secondary school children. There are a lot of potential uses for BamSil. Suffice to say, I have plenty of product development ideas. For instance, I’ve been contacted by cardiologists who have taken an interest in the fabric for post-surgery patients. Once we’re up and running, I’m planning a full clinical trial of garments so that medical specialists can recommend our clothing.

LT: What are the short and long-term plans for the business?

JM: Short-term, to establish the brand and a loyal customer base, consolidate and expand our existing ranges, and develop an ecommerce website. Long-term plans include going international, establishing department store concessions, carrying out large-scale clinical trials for BamSil, and continuing to grow the product ranges and market share while maintaining our reputation as an ethical, “quality of life” brand.

Our byline is “Sensitive Clothing for Sensitive Skin”. We provide products aimed at reducing irritation and the itch-scratch cycle and increasing daily comfort of the wearer whilst also delivering modern clothing. Totally Cool Clothing is intended to complement the normal management of sensitive and eczema-prone skin, allowing the wearer to enjoy their school day, focus on their work and help improve their self-esteem and social life. I feel very strongly that children with medical conditions have as much right to wear stylish clothes as children without, and in the schoolwear sector, there was a gap in the market. Until now.

NOVEMBER/DECEMBER 2015 - 62

INFORMATION | WWW.CWB-ONLINE.CO.UK

NAMES & NUMBERS: A A.Andreassen Design 07810 442292 www.aandreassen.com AliOli Kids 0203 286 1451 www.aliolikids.com Animal 0845 026 7267 www.animal.co.uk B Baby Acorn 01244 360945 www.babyacorn.co.uk Baby Brands Direct 0845 370 8370 www.babybrandsdirect.co.uk Baby Grappling www.babygi.com BBbambino 07540 259961 www.bbbambino.com Blade & Rose 07920 752260 www.bladeandrose.co.uk C Cololo 07745 423058 www.cololo.co.uk Courage & Kind 0207 563 8532 www.courageandkind.com C.P Company Undersixteen 0207 608 9100 www.cpcompany.co.uk Craghoppers 0161 866 0500 www.craghoppers.com D Danefae 00 45 6914 9900 www.danefae.dk Diesel 0800 840 4249 www.diesel.com E Egg 0032 3781 2276 www.egg-baby.com F Froddo 01707 888388 www.froddo.com Frugi 01326 558 462 www.frugiwholesale.com H Hatley 0207 544 4833 www.hatley.com Hippchick 01278 434440 www.hippychick.com J Joules 01858 435258 www.joules.com K Keen 01572 772436 www.keenfootwear.com Kissy Kissy 01442 248099 www.finestforbaby.co.uk L Liberty 0207 734 1234 www.liberty.co.uk Love My Smalls 0207 002 7799 www.lovemysmalls.com

SUBSCRIP TION:

M Magnet Mouse 07766 142456 www.magnetmouse.co.uk Mitty James 01442 289898 www.travis.co.uk Molo 0045 8888 4040 www.molo.com P Pyrenex 0207 608 9100 www.pyrenex.com R Red Urchin 07810 565999 www.redurchin.co.uk Rowlinson 0161 477 7791 www.rowlinson-knitwear.com S Sarah Baily Kids 07545 539334 www.SarahBaily.com Scarlet Ribbon Merion 0203 633 0367 www.scarletribbonmerino.com

EU £55 (inc. p&p) Outside EU £94 (inc. p&p)

Shmuncki 07831 706154 www.shmuncki.com

NCWA & The Schoolwear Association members in EU £27 (inc. p&p)

Sorel 0808 234 0228 www.sorel.com

NCWA & The Schoolwear Association members outside EU £50 (inc. p&p)

T Teko 0800 032 3505 www.tekoforlife.com

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

Småfolk 0045 2330 7975 www.smafolk.dk Sunuva 0800 778 9789 www.sunuva.com The Magic Touch 01582 671444 www.themagictouch.co.uk Toby Tiger 01903 766777 www.tobytiger.co.uk Totally Cool Clothing 07763 837280 www.totallycoolclothing.com Z Zuma the Dog 07778 669680 www.zumathedog.com

NOVEMBER/DECEMBER 2015 - 63

DIRECTORY | WWW.CWB-ONLINE.CO.UK

ACCESSORIES

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• Soft Leather Shoes • Handmade in England • No Minimum Order Tel: 01530 264254 www.starchildshoes.co.uk

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TO ADVERTISE IN THE CWB DIRECTORY PLEASE CALL FIONA ON

Hair Accessories, Jewellery, Bags, Purses, Belts, Braces, Sunglasses, Fairy range and School accessories.

For a free brochure: Tel: 0208 207 2500 or email: info@balloonbijoux.co.uk www.balloonbijoux.co.uk

01484 848337 SCHOOLWEAR

OR EMAIL FIONA.WARBURTON @RAS-PUBLISHING.COM

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CWB BUSINESS DIRECTORY WELDON AGENCIES Established for over 25 years, two generations, covering all areas of the UK. Representing leading brands from Europe and Canada, catering for boys and girls 0 to 16 years. Styling from contemporary to traditional.

FUN & FUN, LE CHIC, DEUX PAR DEUX, NO NO, BOBOLI, FOQUE, SARDON, LARANJINHA, ITTY LONDON Weldon Agencies, Southport, Merseyside Tel: 01704 576033 Email: barrieweldon@btconnect.com, andrewweldon@btconnect.com www.weldonagencies.co.uk

ROCCAPINA AGENCY Agency representing high quality International brands offering classic, colourful and chic collections for ages 0-14 years. Covering the whole of the UK. LA QUEUE DU CHAT, BABINÉ BB, STURE&LISA, LEMON LOVES LIME, LEMON LOVES LAYETTE Roccapina Agency, 20 Bramley Close, Cogenhoe, Northampton, NN7 1LY Tel: 01832 776588 Email: sales@roccapina.co.uk www.roccapina.co.uk

VAN HUIZEN 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 SHOES, NOA NOA MINIATURE. Van Huizen Agencies, Unit 12, Derwent Business Centre, Clarke Street, Derby, DE1 2BU Tel: 07967 560633 Email: franck@vanhuizenagencies.co.uk www.vanhuizenagencies.co.uk

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TALKING POINT | WWW.CWB-ONLINE.CO.UK

MOUSE ALLEN Founder and CEO, Magnet Mouse Magnet Mouse is a new, innovative babywear brand that uses hidden magnetic fasteners in place of traditional, fiddly poppers. Company founder and CEO, Mouse Allen, discusses her business concept and how her brand is helping babies and infants to be stylishly dressed, quickly and with ease.

— Laura Turner: When did Magnet Mouse launch and what inspired the business’ creation?

Mouse Allen: Our website, magnetmouse.co.uk officially launched in August after two years of research and product design. In terms of what inspired the business, my father had recently had a stroke and found buttons difficult and I also felt the frustration of otherwise calm friends struggling to quickly line poppers up when dressing their babies. I just felt that daily life didn’t need to be that difficult.

These factors helped form the idea of a range of exquisite baby and infant clothing that had no fiddly poppers, but instead had hidden magnetic fasteners, which would enable a baby to be wrapped in super-soft style within seconds.

LT: What was your career background prior to Magnet Mouse and did it provide you with experience to draw upon?

MA: I used to work in the City, where I learnt that things were only as efficient and achievable as I made them. I also realised that perhaps I could build something that was more useful and longer-lasting than a spreadsheet.

LT: Who is your target audience?

MA: Anyone fed up with fiddly poppers. Our customers range from parents – including disabled – grandparents, midwives, maternity nurses, nannies and paediatricians.

Our motto is, “Because life is too short.” We try to reflect the dichotomy of the 30s to 40s age bracket, traditional on the outside, but a generation fuelled by innovation.

LT: What does the collection comprise?

MA: We offer sleep suits, bodies and bibs for babies aged 0 to 12 months. Our sleep suits have been the most popular product.

They provide the biggest solution and are the quickest to do up, whether on the move or in the dark. Our core colours are pastel pinks and blues with pretty detail, such as tonal or printed piping, on the collars.

LT: How would you sum up the style of Magnet Mouse?

MA: The clothes are very British – designed in London with classic, simple elegance. Collars help turn functional clothes into pretty outfits so we offer traditional Peter Pan styles with piping or pretty Liberty print ruffles. The Royal Prince and Princess are helping to revive our wonderful British heritage, both here and abroad, making classic style cool.

LT: As your products contain magnets, what safety testing did you have to carry out?

MA: We spent two years doing our research, consulting, and getting approval from doctors, including paediatricians and anaesthetists – the latter are routinely exposed to very strong magnets. We also had the clothing safety tested by Bureau Veritas, the global testing and certification firm. We wish we could claim some health benefits, like magnet therapy, but they do absolutely nothing. We’ve provided information on the magnets via our website.

LT: Are the garments washing machine and tumble-dryer safe?

MA: Yes, but to protect the shape and colour we recommend washing at no more than 30 degrees. We also advise to always close the magnets before washing and remove promptly after washing and/or drying.

LT: Are there any plans to expand the product offer over time?

MA: Absolutely. We’ve already designed lots of new products including shoes, shirts, trousers and duvet covers – the opportunities are endless. We continue to get requests from customers, too, so watch this space.

LT: Which is your favourite Magnet Mouse piece to date?

MA: The autumn pink body with a Liberty frill collar – the collar’s floral print helps to hide dribble brilliantly. This piece is from the latest range and it is adorable, especially gorgeous when paired with white tights and a burgundy cardigan or skirt.

NAME: Mouse Allen JOB TITLE: Founder and CEO, Magnet Mouse DATE OF BIRTH: 17 December 1980 PLACE OF BIRTH: London NOW LIVES: Kensington, London

LT: Which other childrenswear brands do you admire and why?

MA: I really admire Rachel Riley and Bonpoint.

Both of these brands believe that children should be beautifully dressed, as children.

They celebrate childhood. Gorgeous smocked dresses, puffed sleeves, piped collars, classic prints and colours, nothing garish or inappropriate – that’s what teen years are for, after all.

LT: Where do you see the brand in five years’ time?

MA: “Do you remember the awful time when everything had poppers?!” I would love to hear that phrase in five years’ time. We are starting a revolution. I hope in the near future our magnetic fastenings will be a modus operandi, not a novelty.

LT: Tell us something we don’t know about Magnet Mouse …

MA: Our mascot, Magic Mouse, is embarking on a series of educational adventures and rhymes, which will be downloadable from the website early in the New Year. My six-year-old niece is my editor and rather blunt critic.

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www.ohmykidswear.com