CWB Magazine

chIldRensWeaRBuyeR:

June/July 2012Issue 76

cwb-online.co.uk

£8.50

BuBBle london:exclusive preview of the s/s 13 show

Rock the look:the story behind new uk-manufactured label Rock n Regal

Mad aBout the Boys:alexia Panza, founder of tom & drew, on the brand’sofficial uk launch

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REGULARS FEATURES SCHOOLWEAR� � �

05:Comment

06:News

08:NCWA news

10:Open for businessLegal and business advice plusindustry opinion

14:Retail therapyStore profiles, news and events

16:Brands to watchEditor’s pick of brands

49:Style guideSwimwear

53:Laura lovesThe coolest products for kids

66:Talking point With Jasmine Guinness

20:Mad about the boysInterview with Tom & Drew founderAlexia Panza prior to the brand’sofficial UK launch

22:Industry measureBestselling children’s brands

24:Stylesight S/s 13 trend report

26:Rock the lookNew British manufacturedchildrenswear label Rock n Regal

30:Bubble LondonExclusive preview of the s/s 13 show

44:S/s 13 show insightA round-up of this season’s key UKand overseas shows

55:Schoolwear

57:News

58:OpinionSchool sportswear sales

60:Be a good sportAnalysing the impact of the London2012 Olympics on the sportswearmarket and school sportswear sales

62:StockName labels

June/July 2012 cwb-online.co.uk 05�

This year, however, is special. This is the yearof the Queen’s Diamond Jubilee, the yearLondon will play host to the Olympics, andthe year when there is no better opportunityto boost the nation’s morale and celebratethe best of British.

With all eyes on the nation, stores arepushing the boat out in terms of windowdisplays, promotions and local events. On a larger scale, we have the recentannouncement of the first 12 towns selectedas Portas Pilots and who, with governmentfunding, will hopefully pioneer something ofa British high-street renaissance. We alsohave the Independents’ Day initiative run bySkillsmart Retail on 4 July, which advocatesthe many and varied independent retailers inthe UK, and the contribution they make tothe British high street.

The atmosphere at this month’s BubbleLondon will also have a distinctly British vibe.The Bubble Homegrown campaign will seethe event pay homage to children’s brandsdesigned and manufactured in the UK,including a live photo shoot capturing thebest of British fashion taken from collectionsat the show. You can find out more about thes/s edition of Bubble London in our previewon page 30, as well as the latest news fromthe other key trade shows in our s/s 13exhibition round-up on page 44.

Also this issue, we have the story behind thenew and exciting UK-manufacturedchildrenswear label, Rock n Regal, as well asan interview with Alexia Panza, founder ofcelebrity favourite Tom & Drew, prior to thebrand’s official UK launch at Bubble Londonthis season. Amid our schoolwear offer, wetake a look at how the London 2012Olympics are affecting sportswear sales, andwhat influence the Games could have on theimportance, and interest, placed on sport inschools going forward.

I hope you enjoy the issue – to be read whiledrinking a nice, patriotic cup of tea, of course– and I look forward to seeing many of youover the forthcoming weeks at this season’strade shows. Our next issue will be out inAugust. In the meantime, you can keep up-to-date with all the latest industry news at cwb-online.co.uk.

Laura TurnerEditor

Editor Laura Turner [email protected] Writers Isabella Griffiths [email protected] Christina Williams [email protected] Victoria Jackson [email protected] Fashion writer Natalie Dawson [email protected] editor Amanda Batley [email protected] Online editor Suzanna Bain [email protected] assistant Carey Whitwam [email protected] Michael Podger [email protected] Clive Holloway [email protected] James Lindley [email protected] Richard Boyle [email protected] Sales manager Sharon Dennis [email protected] Subscriptions Louise Adu [email protected] Production director Gill Brabham [email protected] Group sales director Lindsay Hoyes [email protected] Marketing director Stephanie Parker [email protected] Managing director Colette Tebbutt [email protected] 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 cwb-online.co.uk

Copyright© 2012 CWB Magazine Limited. All rights reserved.Reproduction of any written material or illustration in any form for anypurpose, other than short extracts for review purposes, is strictly forbidden. Neither RAS Publishing Ltd nor its agents accept liability forloss or damage to transparencies and any other material submitted for publication.

CWB is a joint venture between RAS Publishing and the National ChildrenswearAssociation.

A Buyer Series Fashion BusinessPublication CWB is a fashion businesspublication produced by RASPublishing Ltd.Other titles include WWB, MWB, andFootwear & Fashion Extras. RASPublishing is an ITE Group company.

June/July 201206 cwb-online.co.uk�

Italian childrenswear brand Il Gufo is embarkingon a national and international expansion plan,including opening own-brand stores in the mainEuropean capitals.

To continue strengthening its retail position in itshome market, the luxury label recently opened aflagship store in central Rome on one of thecapital’s most prestigious shopping streets, Via del Babuino 65. Rome is the latest addition to the brand’s portfolio of Italian stores, which also includes Milan, Turin, Cortina, Treviso andPordenone.

As well as the retail developments in its homemarket, plans for European expansion and awholesale distribution in over 30 countries, Il Guforecently opened its first US store in New York.

Premium retail and wholesale childrenswear brandCaramel Baby & Child has collaborated for asecond time with Natalie Vodianovia’s Naked HeartFoundation, which provides safe play parks forchildren living in poverty in urban Russia.

Caramel’s creative director Eva Karayiannis hasdesigned a dress inspired by her childhoodmemories. All proceeds from the garment, whichis crocheted in red, 100 per cent cashmere yarn,and takes five days to be handmade by skilledartisans, will go to the Foundation. A crochetedcollar is sold separately as an accessory which,together with the dress, is available worldwide fromCaramel Baby & Child shops and selectdepartment stores.

Miinto.co.uk, the new online platform forindependent retailers of men’s and women’sfashion, has expanded into childrenswear.Established in Denmark, Norway, Sweden and theUS, Miinto’s collaborative project of combining thebrand offers of independent retailers with intelligente-commerce expertise, launched to the UK in April.

“It’s a great concept to support indies,” saysHannah King of participating childrenswearboutique Orygyns. “It helps us reach a wider targetaudience with the advantage of industry and onlineexpertise combined with solid marketing exposure.”

Miinto MD, Richard Packman, adds, “Children’sclothing is one of the most searched for categoriesonline, and we’re really excited to be working withsome great children’s boutiques.”

This season’s Bubble London, taking place on 17-18 June at the Business Design Centre,Islington, will feature its most comprehensive freebusiness seminar programme.

Running across both days of the show, Tony Scott,co-founder and director of Restore the High Street,will present his seminar “Restore your profitability”,looking at how retailers can improve businessefficiency. Chairman of Retail PerformanceSpecialists Dennis Reid will reveal how to build anexceptional sales and customer service plan, andWarren Knight, founder of Gloople, addresses thetopic of retaining customers via social media.

Running on Monday is Stylesight’s client servicesdirector Kim Mannino’s seminar entitled“Children’s runway roadmap s/s 13: summerscrapbook”, which will include four actionable newseason trends. Meanwhile, Natalie Lue, founder ofkids’ lifestyle site Bambino Goodies, and thecompany’s features writer and marketingconsultant, Kat Molesworth, will look at waysretailers can attract and retain new customers.

Twelve town centres have been named as the firstPortas Pilots to test out the measures in Mary Portas’High Street Review, with each receiving a proportionof the £1.2m funds set aside for the scheme.

A second round for unsuccessful applicants willadd a further 15 pilots and, while applicants neednot reapply; they are able to alter their applicationsbefore the deadline of 30 June.

Retail expert Mary Portas says, “It is now clearer tome than ever that Britain wants its town centresrevitalised, and the energy and accountability forthat needs to rest with the people who live and dobusiness there.”

The winning Portas Pilots are Bedford, Croydon,Dartford, Bedminster, Liskeard, Market Rasen,Margate, Nelson, Newbiggin by the Sea, Stockport,Stockton on Tees and Wolverhampton.

Anti Copying in Design (ACID) is appealing toindependents to pledge their support of Britishdesigners through its Commission It, Don’t Copy Itcampaign.

Independents that invest heavily in and supportBritish designers are being encouraged to furthertheir allegiance by becoming retail members ofACID. By doing so, they receive a showroom stickerand Independent Retailer Member of ACID logo tovisibly show their support to customers.

On behalf of the government, Baroness Wilcox, theMinister for Intellectual Property, says, “I welcomeACID’s work to help engage with, and protect, theUK’s design sector. Its many design-led, smallbusinesses not only generate direct value for theUK economy, they also underpin success for manylarger firms across all sectors.”


Children’s footwear label Step2wo is launching alimited-edition collection, all profits from whichwill be donated to the British Heart Foundation’sMending Broken Hearts Appeal. The Heart & Solerange sees the brand collaborate with celebritymums Charlotte Church, Jasmine Guinness andRachel Stevens, who have each designed afootwear range.

Launching exclusively at Selfridges’ London storeon 4 July, the collection will then be sold throughStep2wo’s children’s footwear concessions atSelfridges and Selfridges.com until 18 July.

After this time, it will be sold through Step2wo’sconcessions in Harvey Nichols and online atStep2wo.com. Styles are available from toddler toteens, and retail from £66 to £150.

As of this season, premium childrenswearagency Vida Kids will handle the UK sales ofHucklebones (pictured), Imps & Elfs, SoftGallery and Dolly by Le Petit Tom.The Londonagency also represents Bonnie Baby, SpiritHoodKids, Scotch R’Belle, Scotch Shrunk, MiniRodini, SuperTrash Girls and Wildfox Kids. For more information visit the new Vida Kidswebsite at www.vida-kids.co.uk.

Non-profit organisation Walpole, which promotes,develops and represents the British luxury industryin partnership with over 180 of Britain’s mostprestigious brands, has named childrenswear labelAravore as a Brand of Tomorrow for 2012.

Brands of Tomorrow is a bespoke mentoring andcoaching programme designed to support up-and-coming luxury British brands in becomingglobal leaders in their respective fields.

Commenting on the accolade, Aravore companyfounder and director Yanina Aubrey says, “This ishugely exciting. We are one of only a handful ofamazing brands that have been given this awardover the years by Walpole, and only the secondchildrenswear brand to have done so.”

British mother-and-baby brand Jojo MamanBébé’s trade sales overseas are up 280 per centyear on year, an increase supported by the recentlaunch of an international trade sales department.

With 100 wholesale accounts in 42 countries –69 bricks and mortar and the remainder e-commerce – the majority are based inEurope, with significant sales also to Japan,South Africa, Australia and Hong Kong. As wellas wholesale, the brand is targeting overseasorders via direct e-commerce.

In the UK, the company sells direct to consumeronly, where its chain of 46 stores is growing at arate of 12 new locations per annum.

Australian children’s footwear manufacturerSkeanie is launching a new scheme to provide UKretailers with a risk-free purchasing opportunity.

The Sell or Swap initiative will see the brand’sEuropean distributor, United Brand Management,replace any products retailers do not sell from thebrand’s s/s season with new products from the a/w range.

“We feel so confident that our family of retailpartners will sell their Skeanie shoes that we willeffectively replace any they do not sell at the end ofthe season with new shoes from our nextcollection,” says Skeanie brand manager MelHearn. “This means retailers are sure to retaintheir full margins and won’t have to discount.”

Kid’s Wear Berlin, a new children’s trade fairscheduled to launch for s/s 13 on 3-4 July, hasbeen cancelled due to hesitant exhibitor bookings.

The show had planned to offer an alternativeconcept to the children’s fashion sector, combiningan order-taking event with art, photography andlifestyle trends.

Despite initial enthusiasm, preliminary bookingswere inadequate for the show’s debut edition, withthe poor economic climate cited as the reason forbrands remaining with proven trade shows ratherthan investing in new concepts.

For more industry news visit cwb-online.co.uk

June/July 201208 �

EXECUTIVE DIRECTOR’S COMMENT: STANDARDS SEMINARS

NCWA Council: Chairman DAVID BURGESS David Luke Ltd ManufacturerVice Chairman SHARON BEARDSWORTH Emile et Rose ManufacturerImm Past Chairman TONY RIDEWOOD APR Agencies AgentHon Treasurer COLIN WILSON

Council Members: DAVID HULL Agent NUALA MCKENNA Nuala McKenna Agencies Agent DIANE SHAW AgentSARAH TAYLOR Agent RAY WILLIAMS Agent HANNAH MCHALICK Oh Baby London ManufacturerMALCOLM TRAVIS Travis Designs Manufacturer TATIANA LEETA John Lewis Partnership Retailer JO PERSECHINO Antz In Yer Pantz Retailer JANETTE REED Cotswold Kids Retailer VIRGINIA ROSS Pollyanna Retailer

President: KEN SCATES Marketing and sourcing consultantVice Presidents: LESLEY FALLON Retail consultant JACKIE COOK Retail consultantExecutive Director: ELIZABETH FOX

NCWA has been much engaged in Standards work since the beginning of the year. We hosted a meetingof the European Working Group on the Safety of Childrenswear at the end of February, at which 11countries were represented, including, for the first time, Turkey. The next meeting is in September, and anew Guideline on Interpretation, giving answers to regularly asked questions on cords and drawstrings,should be published in a few months.

In May, NCWA was represented at the first meeting of a new Working Group on Risks in the SleepingEnvironment. This area covers both childrenswear and child use and care articles, for it deals with itemssuch as cot bumpers, sleepbags and cot duvets. The work is being carried out on the instruction of theEU Commission and has to be completed within three years. Companies interested in this work shouldcontact NCWA for more information. In due course, NCWA will no doubt organise seminars on this subject.

A further seminar on the European Cords and Drawstrings Standard and the British Code of Practice onthe Mechanical Safety of Childrenswear was held in March. New NCWA members find this seminar auseful introduction to the world of Standards formation, as well as a guide to how to ensure their productsare safe, while other members find it a good way to train staff. Another seminar will be organised in theautumn, so do let us know of your interest.

Flammability of nightwear is covered by legislation in the UK, but there is also a European Standardwhich, although less stringent, has a slightly wider coverage. Remember too that infantwear does notdifferentiate between daywear and nightwear. While there is a helpful Guidance Note on the BIS website,it is often easier to understand the requirements when they are explained in a seminar, so NCWA isproposing to hold another seminar on this, too.

As always, access to the seminars will be restricted to members of NCWA.

There are only days to go to the June edition of Bubble London, taking place on 17-18 June at theBusiness Design Centre, Islington, and it promises to be a great show, with even more brands andexhibitors attending than last year. It is not too late to ensure that your potential and existing customersknow where your stand is, nor for visitors to make their travel plans. NCWA will have its usual stand in theGallery (G20), and I look forward to seeing as many of you as possible.

Elizabeth Fox, NCWA executive directorNCWA is based at 3 Queen Square, Bloomsbury, London WC1N 3AR Tel: 020 7843 9488 Fax: 020 7843 9478 Email: [email protected] Visit: www.ncwa.co.uk

Read our blog and follow us on Twitter

• Membership is open to everyone involved inthe British childrenswear industry.

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

• Membership costs from £85.

www.thelittlebebeboutique.co.uk

The Little Bebe Boutique specialises in the under-five age group, offering clothing, shoes andbaby gifts from brands such as Hatley, Bébé byMinihaha, Absorba, Dizzy Daisy, Pitter Patter,ZipZap and Pex. Having been trading for a yearthis month, store owner Fiona Fleming is nowlooking at areas of growth for the business,including building on her strong following in theUS and Australia and diversifying into babyaccessories. Another idea introduced includes aservice to frame treasured baby outfits, which hasproved especially popular for gifts.

THE LEVERET

Amersham, Buckinghamshire Run by Mother and Daughter Joan Jarvis andSusie Crook, children’s clothing, toy and giftboutique The Leveret opened in March andstocks clothing by Darcy Brown, Toby Tiger,Organics for Kids, Annafie, Powell Craft, andFunky Feet. Women’s gifts and homeware arealso available. An e-commerce website is in thepipeline, together with extending the age rangeof the clothing to cover newborn to eight years.www.theleveret.com

June/July 2012 09�

Bili B is the first boys’ collection from children’sunderwear brand Mili B.

The new gift-led baby range, which is designed tocomplement the label’s baby bloomers for girls,features boxer shorts and matching bandana bibsin a choice of blue ginghams, checks and spots.Sizes are available from newborn to two years, andboxer shorts are supplied with an organza gift bagand Bili B printed carrier bag.

Mili B, which was acquired recently by bib supplierBeauty & the Bib, uses 100 per cent cotton fabricsand manufactures in the UK. The Mili B collection,including the new boys’ range, will be available toview at this month’s Bubble London.

Dutch brand Muy Malo is making its UK debut thisseason with a girlswear range for ages four to 14.

Represented in the UK by NCWA agent Lisa Hobsonof Willows Agency, the brand’s latest s/s 13collection will also be available to view at the Kleine Fabriek exhibition in Amsterdam.

Muy Malo produces three collections per year –spring/summer, autumn/winter and a cocktailcollection (pictured). The cocktail collection solelycomprises dresses and separates, while theseasonal ranges also feature accessories.Wholesale prices range from ¤8 to ¤42.

Measure Your Child’s Feet is the name of the newfree app created specifically for the iPad bychildren’s footwear brand Naturino.

Naturino developed the app to allow parents toeasily measure their child’s feet and monitorgrowth – which can be up to two or three sizeseach year dependent on age – helping to ensureshoes still fit correctly.

The app works by the child standing on the iPadand placing their heel against a line on the screen.Parents can then move a cursor to the tip of thechild’s foot, press OK, and the measurement isdisplayed. A foot measure is also available todownload from the brand’s website atwww.naturino.com.

Babywear brand Organics for Kids is expanding itsoffer for s/s 13 with the launch of Pigeon Kids, anew seasonal range for older children.

Following on from Organics for Kids, which catersfor up to three years of age, Pigeon Kids will beavailable from three to eight years. Highlights fromthe debut s/s 13 collection include tulip and leafprints, chinos, striped T-shirts and hoodies.

Like Organics for Kids, the new range is ethicallysourced and produced, 100 per cent organic andprimarily made in England. Pigeon Kids will beavailable to view at Bubble London on 17-18 Juneat the Business Design Centre, Islington.

Petit Bateau has teamed up with Japanese fashiondesigner Tsumori Chisato on a capsule collectionfor babies, girls and women.

The “love and fresh water” themed collection is thebrand’s second collaboration with Chisato, and seesthe designer customise Petit Bateau’s signaturenautical stripes by turning them into waves andincorporating the word “love” into designs.

The collection, which is available in select PetitBateau stores and online this month, comprisessleeveless rompers for babies together with vests,T-shirts and dresses for girls and women.

Last month marked the annual NCWA agentsmeeting, which is designed to open discussion onissues currently affecting agents and the industryas a whole, as well as providing an essentialnetworking opportunity.

The two-day event also includes the socialhighlights of the agents’ golf competition which,this year, took place at Chesfield Downs Golf Club inHertfordshire, and was won by agent Nick Mason.The winners of the agents’ bowling tournament(pictured L-R), were agent Nuala McKenna, CWBeditor Laura Turner, NCWA executive directorElizabeth Fox and agent David Hull.

Next year’s meeting will take place on 30 April 2013,with all NCWA agents welcome to attend.


IS FLEXIBLE WORKING THE WAY OF THEFUTURE?

In a recent speech, Nick Clegg said thegovernment wanted to examine the option ofextending flexible working beyond mums anddads. He talked about extending flexible leave tograndparents or close family friends in order tomake it “much more common – a cultural norm.”

The law currently restricts the right to requestflexible working to parents with children under17 (or 18 if the child is disabled) or to carers.However, an employer is fully entitled to refusesuch a request on the basis of a “genuinebusiness ground” such as the negative effect oncustomer demand, quality or performance ordue to the effect on existing staff.

Flexible working can instil immense loyalty inworkers and improve staff morale. This is oftenseen by management as a “nice” employeerelations exercise and something that firmlyfalls within the remit of human resources. Nowis the time to consider extending the option offlexible working beyond the current legal remit.

Remote working does not mean working from akitchen table surrounded by noisy children andbuilders. It means working anywhere that is notthe firm’s physical office assisted by the use ofSkype, Facetime and video conferencing todiscuss matters with colleagues and clients.Ordering and managing stock, for instance,need not be carried out at a desk next tocolleagues. If the right applications and systemsare in place on the employee’s laptop then thestock can be managed remotely.

MARKETING CHILDREN’S PRODUCT

Responsibility is key when marketing children’sproduct. In an independent report to the UKparliament last year entitled Letting Children beChildren, Mothers’ Union chief executive RegBailey advised that children’s retailers need to be“explicitly and systematically family friendly, fromdesign and buying to display and marketing.”

But that doesn’t mean retailers can’t pushboundaries. Responsibility and return oninvestment can work hand-in-hand. Strategy isparamount. What do you want to communicateabout your product, and to whom? Set objectivesabout what you want to achieve, and prioritise,while bearing in mind your budget. Set timelines.Evaluate continually and don’t be resistant tochanging your game plan. Responsibility mustecho out of every part of your strategy. The firstrule is to respect the consumer. Don’t lie to themor trick them – you will be found out. Consumerswant clarity and to be engaged in meaningfulconversation. However, conversation can be ajuggling act, so don’t be afraid to outsource.

And it’s not just a case of best effort; it is bestpractice. Your website must encapsulate yourproducts’ ethos, from a user-friendly interface togrammatically correct copy. Social media mustbe at the forefront of any marketing activity. Anddon’t forget direct mail, media buying, branding,research, event management, publications, PPC,SEO, video and corporate communications.

The best advice Only Kids can give to retailersis approach marketing with the same level ofcreativity, dedication and enthusiasm as youhave invested in your products. And above all,don’t tell fibs.

Remote working can also have an enormousbenefit in reducing sick days. According to astudy of 24,000 IBM staff worldwide,employees who worked flexibly were able towork an additional 19 hours a week before theyexperienced the same levels of stress as thosewho did not work flexibly.

Remote working can also manage theincreasing high percentage of office space thatemployers fail to utilise.

How about the environmental impact? Twentytwo per cent of UK domestic carbon emissionsare from traffic. The government is currentlyconsidering legislation to reduce parkingspaces at work, with Nottingham leading theway and imposing a “workplace parking levy”.

The government has re-commenced the fight to prevent Europe from making our employees work less than 48 hours per week.Trade unions and employer organisations(collectively called “the social partners”) aretrying to reach an agreement on “working time”issues by September.

The main debate in Europe relating to theWorking Time Regulations 1998, whichimplement the European Working TimeDirective (the Regulations), is whether or notEurope will still allow the UK to ask its middlemanagement and junior staff to sign adocument, often attached to an employmentcontract, in which they agree to “opt out” of the48-hour working week. Although it is oftenhard to exceed the 48-hour working week (as itapplies over a rolling 17-week reference period),the fundamental aim of the restriction is toprotect workers from the health and safetyconsequences of overworking.

Rather than rely on this stringent 48-hourworking week or lose sleep over the health andsafety liabilities that might arise if these hoursare exceeded, employers could start to focusless on potential loopholes and consideroffering employees the right to work flexiblyand remotely.


How valuable is Twitter to your business?—We have yet to receive the full benefit of Twitteras the company is new. So far, it has enabled us to have contact across the globe with like-minded people, and it gives us a fantasticplatform to promote our company ethos andlaunch our product, which is the Smocka; asmock top for children who like to collectthings. We’ve only just dipped our toe in thewater, and there is a lot more we can do to growour business through Twitter. For social mediaanalytics, I find using Klout.com is an excellentway to measure how effectively we are usingTwitter to influence our network.

How does the real-time communicationelement of Twitter benefit your business?—It enables us to keep abreast of current newsstories. When we are all so busy, I find it usefulto re-tweet ideas and events that are relevant tous and will excite and inspire our followers. It’s agreat tool for letting people know where we’reexhibiting, encourage them to come and seeus, and report how the event is progressing. Italso offers the opportunity of re-tweetingrelevant local events or business opportunitiesthat interest our followers.

Do you use Twitter as an extra customerservice channel?— This was one of the original motives. As ourcustomer followers grow, we want to understandhow they spend time with their children andwhat inspires them. If I can apply the ideas Ihave, and the future product range I want tobring to market, to my customers’ needs, it’s awin-win situation. It’s also an excellentopportunity to hear customer feedback.

What instigated you to use Twitter forbusiness?—I became UK representative of Tom & Drew andMischka Aoki just after the a/w 12 buyingseason and needed to create brand awarenessin the UK before they exhibited at this month’sBubble London. Twitter has been a cost-effective and valuable tool in doing this,offering excellent results that exceeded myexpectations.

Who do you follow?—I don’t have strict criteria, but I try and follow asmany potential customers as I can; it’s great tosee what they’re up to. I also like to follow themedia, stylists, and bloggers for immediateaccess to information. My main purpose isn’t tosell on Twitter, it’s to get to know my clients andpotential stockists and join in conversations.There are a few boutiques I’d love to sell to – asof yet we just talk about general things – butthey follow me, so I know the brands are gettingout there.

What examples can you give where the real-time communication of Twitter hasdirectly benefited your business?—When I joined Twitter, I started followingboutiques, a few of which were looking to open inthe immediate future. They mentioned they werestill doing their buying; I tweeted them, andnow they’re stocking Tom & Drew. I also followlarge department stores, and regular tweetswith one buyer turned into emails, and now wehave meetings booked for s/s 13. Potentialstockists also come across me, which leads tothem researching the brands. Many send medirect messages requesting further informationand then we become offline contacts.

How has Twitter helped your business?—LatteMama has been an active onlinechildrenswear business since November, andthe most powerful marketing tool has beenTwitter. It’s an excellent way to connect, not onlywith journalists and bloggers, but withcustomers. It’s one thing to read a blog andcomment to get in contact with someone, and acompletely different thing to be able to have aconversation, have people pitch in, and beconstantly updated on industry news. It’ssurprising to see how many customers useTwitter, too, and how easy it is to reach out tothem through the social network.

Who do you follow? —People I value in the industry. I follow powerfulmothers in general who have inspired andsupported me. I use Twitter as a way to keepupdated about brands I stock and people I’vecollaborated with, or wish to collaborate with.I’ve recently started following competitors; it’salways good to know what campaigns they’rerunning to make sure it doesn’t collide withanything I have planned.

Do you use Twitter as an extra customerservice channel?— Yes, we’ve previously used it for customerfeedback and questions; it’s not uncommon tobe asked about sizing or delivery times. One ofour strongest qualities is our customer service.We aim to reply as quickly as possible and, byusing Twitter the right way, we can be ahead ofour competitors who are only reading emails oranswering phone calls during a certain time.

For more industry opinions visit cwb-online.co.uk

Tel: 0121 683 1415C

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Independent Kids is a childrenswear trade show designed for independent retailers

Apply at: www.independentkids.co.uk Tel: 0121 683 1415Cranmore Park Exhibition Centre, Cranmore Avenue, Shirley, Solihull, B90 4LF

Sunday 8th July 10 - 5pmMonday 9th July 9 - 5pm

Independent ��

8 & 9 JULY 2012

Designed for independent retailers� � � � � � � � � �

Free on site parking

F r e e l u n c h � � � � � � � � � � � � � � � � �



LOO LOO’S

Ingatestone, EssexLoo Loo’s opened its doors to the public in Aprilin a flurry of celebration. Former financemanager Lucy Webb chose to swap figures forfashion to pursue the dream of running her ownbusiness, providing the local and surroundingareas with designer childrenswear for newbornto 14 years.

The boutique’s portfolio includes internationallabels such as Oilily, Pepe Jeans, Wildfox, No Added Sugar, Tom & Drew, Aya Naya, Tappa Nakki, Toffee Moon, London Kiddy andBonnie Baby. Webb merchandises the stock in a bright and white boutique environment,which is complemented by handmade, wooden furniture.

Plans for the rest of the year to aide growth andattract custom consist of enhancing the currentwebsite to include an online shop and puttingon special, guest-invited store events for salepreviews and new collection launches.www.loo-loos.co.uk


WOBBLY WARDROBE

Rye, East SussexAmanda Burgoyne opened Wobbly Wardrobe inMarch 2010. Her aim was to cater for local demandand her need as a mother to achieve more flexiblehours having previously been head of secondarymaths and project manager and Kent PA for JulianClary. The boutique for newborn to 10 years offerschildrenswear, toys and gifts. Loyalty cards havebeen recently introduced as well as a by-appointmentservice where Burgoyne takes stock to customers’homes. A second shop is also in the pipeline.www.wobblywardrobe.co.uk

MINI VIPS

Hartford, CheshireOwned by Michelle Webb, childrenswear boutiqueMini VIPs opened its doors in March in the busyvillage of Hartford, Cheshire. Catering for newbornto eight years, its brand portfolio includes Mayoral, Chipie, Frugi, Emile et Rose, Lilly & Sid,No Added Sugar, Bob & Blossom, Dolls & Dirt, Tom & Drew, IKKS and Timberland. Webb iscurrently working on advertising the business aswell as securing repeat business with a loyalty card scheme.www.minivips.co.uk

DISCOUNT CARD AIMS TO AID FOOTFALL

SUPER HOOPERS

ONLINE OFFERING OF UK TALENT

Former model Michelle Marsh(pictured) has taken over childrenswearboutique Tilly Flops in her home townof Oldham, Greater Manchester. Thestore, which is designed to the themeof a children’s garden picnic, offers

clothing for boys and girls up to eightyears of age as well as christening and

communionwear, gifts, accessories and toys.

Leicestershire family-run children’sboutique Once Upon A Time...In

Kibworth celebrated its first year inbusiness last month with a party and a

glass of champagne for customers.Other highlights of the event included

a Mickey Mouse entertainer forchildren, free gifts, a raffle and special

one-day-only discounts.

SWEETPEA

Sweetpea is a new online clothing shop for boysand girls aged newborn to six years. Owner LouiseAtkinson plans to build on the store’s initial offer,which includes labels such as Beau Loves, Tappa Nakki, Lille Barn, Toffee Moon and Weekend a la Mer, by continually sourcing newproducts. A blog is also being produced topromote the business and allow Atkinson to shareideas and discoveries in all areas of family life.www.shopatsweetpea.com

For more retail news visit cwb-online.co.uk

June/July 2012

03: MISSIE SUNSHINE COUTURE

Canadian brand Missie Sunshine Couture islaunching for s/s 13 with a collection ofbeachwear for girls aged two to 10 years. Branddesigner Christina Lee got the idea for thecompany when the handmade beach cover-upsshe created for her daughter began sparkinginterest. The line of limited-edition pieces aredesigned to be flexible enough to wear both onand off the beach, and include kaftans, maxidresses and chiffon tunics. Wholesale pricesrange from around £25 to £75.www.missiesunshine.com

01: SUNBIRD KIDS

Icelandic childrenswear label Sunbird Kidslaunched in 2010, offering a creative, street-style look for boys and girls agednewborn to 10 years. Designed for comfort andfreedom of movement, garments feature bolduse of colour and pattern, fringing, tie-die anddip-dye. As well as Icelandic stockists, thebrand supplies accounts in the UK, Canada, theUS, Germany, Denmark, Sweden, Japan, Chinaand North Korea. Wholesale prices range from$5 to $65.www.sunbirdkids.com

02: SMELLIES CLOTHING

Australian in origin, Smellies Clothing is hittingthe UK market at Bubble London this monthwith its 80s-inspired “interactive” T-shirts fortwo to 14 years. Highlights are scratch ’n’ smellprints including fruits, popcorn, chocolate anda cupcake; glow-in-the-dark prints; and colourchange T-shirts, which are triggered by bodyheat. Scratch ’n’ smell wristbands are alsoavailable. T-shirts wholesale for £7.www.smelliesclothing.com

04: A.MH.WORTH KID APPAREL

Launched last year initially on a made-to-orderservice, the London childrenswear label is nowavailable for wholesale. Catering for boys andgirls aged newborn to eight years, it offerscoherent styles, bold use of colour andgarments designed for maximum wear with theintention of being handed down and wornagain. Produced entirely in the UK, wholesaleprices range from £10 to £45. www.amhworth.com

05: HOMESPUN VINTAGE

Established in 2010, US label HomespunVintage offers childrenswear for boys and girlsaged one to six years. The look of the brand isvintage-inspired, one-off pieces that are faded,washed and worn-in. Highlights include anarmy jacket made from World War Two laundrybags, and gingham dresses with an appliquéddeer image. With accounts in the US andCanada, the label is also open to orders from theUK. Wholesale prices range from $15 to $45. www.homespunvintage.com

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17 & 18 June 2012Business Design Centre, London

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LAURA TURNER: What’s the story behindTom & Drew? ALEXIA PANZA: Tom & Drew started when I wasat the end of my junior year in college. We werepreparing to work on our senior thesis projectwhere we had to create a mock business andspend an entire semester bringing it to life. I’vealways been interested in entrepreneurship, andthought why not do this for real? When comingup with my thesis subject, I kept asking myself,how do I mesh my love of fashion with a nichemarket? I always found it difficult to find preppybut cool clothes for my two nephews, so that’swhere it all started. From the day it began,sitting in my apartment doing hours of marketresearch to the official launch for a/w 10, Tom & Drew has developed into a boutiqueboys’ brand sold in over 150 stores in the USand internationally.

LT: What’s Tom & Drew’s USP?AP: Tom & Drew Boys is a unique brand in therespect that there are very few boys’ lines outthere able to mix elements of fun with classic,quality clothing. Our collections are created withthe overall theme of vintage Americana in mind.They will always include the staple elements ofblazers, bow ties and dressier items, along withmore traditional and classic elements. Thatsaid, we always remember who we cater for, andmake clothes boys will actually enjoy wearing, too.

LT: What are the key strengths of the brand? AP: The strengths are our customer service andattention to detail. There is never a time when

any one of my team has their phone switchedoff. My number-one priority is to provide thebest customer service possible. We are alsometiculous with quality control.

LT: Where does the brand’s slogan, For theSake of Boys and Bulldogs, come from?AP: I grew up with English bulldogs, and theyhold a very special place in my heart, which iswhy Tom & Drew’s logo, and all of its branding,comes from the English bulldog. The brand isan official sponsor of the Bulldog Rescue Club,which is an organisation in America committedto saving the lives of bulldogs throughout thecountry. We donate a percentage of our proceedsto the organisation, and they continue to helpsave, feed and give shelter to homeless andabused dogs. From our Bulldog Rescue Mepima cotton T-shirts to our Japanese denim withpaw-print rivets, the bulldog is never forgotten.

LT: What led to your decision to introducegirlswear for s/s 12? AP: Tom & Drew launched as a boys-onlycollection, and my focus will always be on boys.However, the theme of the s/s 12 range was theRoyal Wedding so, of course, we had to have alittle lady in the shoot. We designed her twodresses and received fantastic feedback anddecided to continue with girlswear, launching afull girls’ collection called Liv, with a simple yetsophisticated aesthetic. I then decided to takeon another difficult project – tween girls – andwhile we continue to offer certain styles for girlsaged two to six, our real focus is on ages seven


to 14. Like boys, tween girls don’t have enoughoptions, so I’m determined to create gorgeousclothing for both of these underservedsegments of the market.

LT: How are the collections structured? AP: The target age group for the boys’collection is two to eight years and, for girls,seven to 14 years. My belief in structuring thecollections is to create a one-stop-shop. Theboys’ range comprises outerwear, formalwear,denim, footwear and accessories. The girls’ lineencompasses the same, with a heavy focus onaccessories such as leather school notebooksand novelty authentic furs including a racoonand suede outerwear piece and a pink ostrichfeather vest. The boys’ collection is typicallyaround 60 pieces, wholesaling at $16 for bowties, $16-18 for hats, $38 for knits, $38-42 forpants and $40-45 for blazers. The girls’collection is around 40 pieces, with wholesaleprices at $20-45 for accessories, $38-48 forblouses and $42-68 for dresses.

LT: Is Tom & Drew’s Bubble London debut thismonth part of a bigger UK expansion plan? AP: Yes, we are absolutely focusing more on theUK market. We decided to participate in theshow because we’ve had such a stellar responsein the UK to Tom & Drew and Liv. We have a new

agent in the UK, Elena Souto, who has done aspectacular job introducing the brand, and wecouldn’t be more pleased with the feedbackand warm welcome it’s received.

LT: Is Tom & Drew well positioned to make animpact on the UK market? AP: It’s certainly positioned well in terms of pricepoints. It almost seems our UK buyers cannotget over the quality of the collections and themoderate price point. I believe the brand willcreate a huge impact in the UK market. Again,there are very few boys’ lines to begin with, andones that can create gorgeous linen orseersucker blazers for under $100 are rare.

LT: Do you have UK stockists? AP: We’re proud to announce Tom & Drew isstocked at the world-renowned online boutique,Alex & Alexa. We’ve also partnered with two new fabulous bricks-and-mortar boutiques Mini VIPs in Cheshire and Loo Loo’s in Essex.Along with these, the collection has beenpurchased by Dolly Rocker Kids in London, andwe have additional stores stocking the collectionfor a/w 12.

LT: How many accounts would you like to havein the UK? AP: I’d like to have as many as possible whilekeeping the integrity of the brand intact. It’simportant for us to be selective and choose ourretailers in the UK strategically; we’re notinterested in saturating the UK market. Theultimate goal is to secure one high-enddepartment store and focus on high-endchildren’s boutiques throughout the UK.

LT: How important is the UK in terms of youroverall export operation? AP: We export to Australia, Japan, Iceland,Sweden, Italy and Switzerland, but the UK iscertainly becoming one of our key countries.

The response to Tom & Drew in the UK hasbeen fantastic and almost overwhelming.

LT: Tom & Drew is a well recognised in the US.How are you planning to raise brand awarenessover here? AP: Marketing has always been a strength ofmine, which has trickled into Tom & Drew. Asmost people know, we have a strong celebrityfan base buying Tom & Drew for their sonsincluding Angelina Jolie and Brad Pitt,Kourtney Kardashian, Sandra Bullock, GwenStefani, Matthew McConaughey and SarahJessica Parker. We also have great editorialpresence. I hope to work more with the UKmedia and continue to increase brandawareness. A pop-up shop in the UK may alsobe in the works.

LT: Do you operate any own-brand stores in US?AP: We don’t at this point. However, with theresponse we’ve received in such a short amountof time, this could definitely be something toconsider, and the UK might be the perfect placeto launch our first free-standing boutique.

LT: What is your long-term vision for Tom & Drew in the UK? AP: For it to become the nation’s favourite boys’brand as it’s starting to become in the US. I’dlove for the UK to become our most importantcountry in terms of exportation.

01Mayoral

03 Organics for Kids / No AddedSugar

02Lilly + Sid


Bestselling childrenswear brands overall

Mayoral

02 Frugi

01Jellycat

02OrangeTree Toys

03Best Years

Eliane et LenaFrugi

CatiminiFrench Connection Kids

MoloLittle Joule

01Lelli Kelly

02Crocs

03Start-rite / Converse / Inch Blue / Daisy Roots

Bestselling gift brandsBestselling footwear brands

Bestselling babywear brands

Bestselling girlswear brands Bestselling boyswear brands

03 Catimini Eliane et Lena01 Mayoral

01 Mayoral

02 MoloFrugi

03 Scotch & SodaLittle JouleTimberland


The look: Free-spirited hippie pioneers living on the roadInspiration: Vintage postcards and motel brochures / Rusted gas station signs / Emily Ulmer photography / Westernboots and hats / Weathered maps / Vintage denim adsKey s/s 12 collections: Elsy, Guess, Tumble Dry, Woolrich Kid

Elsy

Guess Guess

Fracom

ina Mini

Guess

Elsy

The look: Sombre sepia photographs of haunting childrenInspiration: Illustrations by Benjamin Lacombe / Davina Zagury’s The Land of Lost Toys / Drawings by Paul Chiappe /Vintage toys and portraits of childrenKey s/s 12 collections: Fracomina Mini, Monnalisa, Simonetta, Elisa Menuts, Paglie

Fracom

ina Mini

Fracom

ina Mini

Monnalisa

Miss Blumarine

Elisa Menuts

DKNY


The look: Spiritual surfers seek solace in Eastern fantasyInspiration: Paintings by Korean artist Yuhee Choi / Art by Takashi Murakami / Tokidoki characters / Korean cartoons /Flower art by Ji Yeun HongKey s/s 12 collections: Silvian Heach / Fendi / Pan con Chocolate / Elena Rubio / Miss Blumarine / Tuc Tuc / Condor

Miss Grant

Silvian Heach

Boboli

Elena Rubio

Miss Blumarine

Silvian Heach

The look: Street-smart mischief-makers run the city as their playgroundInspiration: Lucas Mongiello’s 20/20 series / Tire Sculptures at Nishi Rokugo Park in Tokyo / Wall murals and graffition city structures / Imagination Playground in New YorkKey s/s 12 collections: Monta / Silvian Heach / Tumble Dry / Woolrich Kid

Tumble Dry

Silvian Heach

Monnalisa

Monta

Silvian Heach

Monta


Rock n Regal; a contradiction in terms you mightthink yet, in fact, it perfectly sums up the lookand feel of Melanie Salisbury’s childrenswearbrand of the same name. Launched for a/w 12,the label embodies, and seamlessly blends,influences of rock music with regal beauty in itschoice of cuts and colour palettes. Add to this adose of classic British heritage through its UKmanufacture, and you have rather a uniquefusion; one designed to allow the wearer to playan instrumental role in which genre of theclothing they wish to reflect.

Salisbury, both owner and designer of the brand,was expressing her creative streak long beforeher latest venture into childrenswear, and thoseinfluences have helped shape her work today.Born into theatre – her mother a professionaldancer and choreographer, her father a memberof the Royal Ballet, and a family business of aperforming arts school – Salisbury naturallyfollowed this career path. Her passion, however,was fashion, sewing and creating. Growing up,she would spend hours surrounded bycostumes that she would adapt into her owncreations. Later, alongside performing, shetrained as a pattern cutter and seamstress,taking her creative dabbling to producing

bespoke pieces. It was through the family’sperforming school, and being around hundredsof children and their growing interest infashion, that inspired Salisbury to turn her handto making childrenswear – cue Rock n Regal.

Catering for boys and girls aged five to 12, Rockn Regal’s offer includes T-shirts, tailored coats,hand knits and prom dresses, plus unusualgarments with a twist. Wholesaling from £4 to£130, collections comprise around 35 pieces perseason, and are structured to appeal to each ofthe three main themes of the brand; Rock, Regaland British. The idea of each range is it caneither be matched or clashed, according to taste.

While influences of rock music add a fun edge todesign – including an exclusive T-shirt for s/s 13created with London’s Abbey Road RecordingStudios – the British element of the brand,through its UK manufacture, is paramount tothe company ethos.

“Premium British quality is second-to-none,and it is imperative to the brand that wemanufacture here,” says Salisbury. “I’d feelhypocritical drawing on so many Britishelements then shipping the production abroad.


We don’t just want to jump on the bandwagonand wave a flag, we actually care about theproduction and are putting something back intothe economy. We live in such a throwawayculture, and that’s not something we want to bea part of. We design Rock n Regal pieces withdurability in mind, not only in carefulmanufacturing and attention to detail, but instyle that transcends fashion so pieces can beworn or inherited for seasons to come.”

Salisbury searched tirelessly for the best Britishmills and suppliers for her brand, with onesupplier in particular living up to the “regal” inRock n Regal, having also provided the silk forKate Middleton’s iconic wedding dress. And,with the label being centrally based inBirmingham, access to these manufacturersand suppliers who are spread throughout thecountry is optimal production-wise.

In terms of the production process, Salisburydesigns everything herself, using feedbackfrom the children at the family theatre school asa soundboard. She then sources items such asfabric and trims, makes the samples and cutsthe patterns. As the brand generally makes toorder, it works to forward order but, if the needarises, it can offer a fairly quick turnaround.

With the label rapidly growing, and the numberof stockists and enquiries for next seasonbuilding week-to-week, Salisbury is carefullythinking ahead to accommodate demand.Following something of a soft launch for a/w 12,Rock n Regal is ready to start making somenoise. While it is manufacturing at present,other dress makers are being trained in itsdesigns so the brand can continue to grow. Thisis a system that will be applied each season,and one Salisbury considers to be the bestoption for a brand requiring so much

handfinishing to grow without cutting cornersand still maintaining quality control. “Althoughwe’d researched the market, we didn’t advertisethe brand launch until we reached BubbleLondon,” she says. “We didn't even send out apress release, so nobody would have knownabout us until the show. There was method tothis. Being new to the industry, and with anexclusive approach to manufacturing, we didn’twant to bite off more than we could chew anddisappoint customers by taking on too muchtoo soon.”

In the same vein, while exporting the label issomething Salisbury is interested in, at this earlystage, it’s not something she’s considering for acouple of seasons yet. Although interest in thebrand is global, and Salisbury is confident Rock n Regal would appeal to the American andJapanese markets, the odd one-off bespokepieces for customers abroad is as far as it goesat present. As a new company, she wants thelabel to cut its teeth in the UK market beforemoving on to the rest of the world.

The controlled approach she has taken to thebrand’s growth is partly down to the advicegiven to her by childrenswear agent and formerchairman of the National ChildrenswearAssociation, Tony Ridewood, who Salisbury cites

as her business mentor. And his advice to beselective over her accounts has also paid off, withstockists for the brand’s first season includingkey retailers such as Fenwick, Pollyanna, DollyRocker Kids, Achica and Bebe Boutique. “I would like to have 25-30 steady accounts fora while before we look at growing again,” shesays. “We can’t ever lose sight of our brand andmanufacturing ethic. It’s quality over quantityfor us. We’re looking for stores that really getthe brand and can pass it on to customers whowant something special.”

Going forward, the long-term vision for the labelis to establish a strong following and build anestablished list of customers. Lifestyle productsare also a possibility. “The strength of the brandis its soul,” says Salisbury. “Rock n Regal is alifestyle brand, with ties to a particular Britishlifestyle. This is something unique to us that wecan develop in many ways in the future.”

When the company is better established,Salisbury has aspirations to put somethingback into the community through music andfashion; an idea she coins as a Reel to Realaspect to the brand. Through music events andpromotional charity pieces, she hopes tosupport children who need help, somethingshe’s seen great results from through the family business.

Until then, I’m sure we’re going to be hearing alot more about Rock n Regal as it continues toflourish as an inspiring example of the best ofBritish design. Break a leg Rock n Regal.

photo: feriet tunc



Since 1993, Spanish company Globotex SL hasbeen producing elegant childrenswear for newbornto 14 years under the brand name Fina Ejerique. A colourful swimwear range for ages three monthsto 14 years, which uses technical fabrics resistant

to sun, salt, and chlorine, is also available. Stand B23

Luxury Italian childrenswear label Il Gufo producesand distributes collections for children fromnewborn to 14 years. The offer is divided into ababy range for newborn to two years and a juniorline for two to 14 years, with product categoriesincluding clothing, footwear and accessories.

Stand G14

The s/s 13 Paglie collection includes layered dressesand slimline chinos for girls and check shirts, poloshirts and stretch chinos for boys. The Paglie Redline has a sporty, maritime look, while the PaglieWhite range offers party styles such as dressesand boleros for girls and three-piece suits for boys.

Stand E35


Molo works with a wide range of illustrators andgraphic designers and, for s/s 13, the Molo artproject sees the brand handpick seven of thecollaborators to sign the neck of the T-shirts forwhich they have created a print. Artists featuredinclude Sarah Beetson and Stina Persson.

Stand C19

Tutu Du Monde offers an ethereal collection industy pastel hues for girls aged one to 11 years.Highlights include vintage-inspired tutus and silkrosette satin sash dresses. Pretty detailing andfinishes are key to the brand’s look, and includefrills, tulle, sequins, beads, feathers and bows.

Stand G60

Girlswear brand Hucklebones has two stories for s/s 13. The first offers refined daywear, includingcotton cashmere knitwear and linen and denimseparates. The second story focuses on party and

special occasion styles, including knitwear,sleeveless tops and tailored shorts.

Stand C4

AT THE SHOW:This season’s Bubble London, offering fashion, footwear, accessories and lifestylecollections, is packed with exciting visitor attractions including new signings, key returns, acampaign to celebrate British designed and manufactured labels, new collaborations, anon-site photo shoot and a free business seminar programme.

In terms of new signings, some of which are also making their UK debuts at the show, keynames to watch out for include Tom & Drew, Loud Apparel, Derhy Kids, Elfie, Gymp, Gracil,Native Belle, Eva-Koshka, Cofucu Baby, Poco Nido, Mini Vanilla, Magnificent Baby Boutique,Verity Jones London, World By Swing and Wild Honey. New exhibitors in Bubble GUM, thearea of the show designed to offer a platform for niche brands, includes Corby Tindersticks,Forwalls, Crawlings, Milk & Cereal, Little Creative Factory, Monstres, Atticus & Gilda andOrganic Babies.

Key returns to the event include Il Gufo, No Added Sugar, Mini A Ture, Paglie, Silvian Heach,Hucklebones, Lilly + Sid, Boys & Girls, Dandy Star, Green Kids, I Love Gorgeous, Jessie and James London, Little Linens, Aden & Anais, Tutto Piccolo, Hatley, Kissy Kissyand Mischka Aoki. Zoocchini has increased its offer of kids’ hooded

towels this season. Ideal for the beach or pool, thetowels are available in a wide choice of colours andcharacter designs such as a cow, duck, giraffe,

elephant, frog, lion, monkey and tiger. Stand A28

>>>


British-produced childrenswear brand Pili Palareturns with its sixth collection, offering stylish,clean lines with an emphasis on comfort and fun. Unisex items include long-sleeve yellow T-shirtswith a blue bird motif, organic cord gilets and

velour jackets. Stand VE2

For s/s 13, the Helen Gordon collection offers newcharacters, including a fox, butterfly and owl,which are printed onto a range of organic

babywear, T-shirts and stationery. The babywearoffer has been extended to include new lines such

as blankets and gift boxes. Stand A11

From Barcelona, Little Creative Factory offers acollection of clothing and accessories for childrenaged three months to eight years, with each piecebeing versatile and changeable to stimulate

creativity and play. Stand G13

Mon Marcel for newborns to four years offerselegant and minimalist childrenswear with a focuson knitwear. The s/s 13 collection is inspired bySaint Tropez, featuring the key colours of

turquoise, coral, peach and pink, as well as naturalfibres such as 100 per cent Egyptian cotton.

Stand C12

New fashion and illustration-led label CorbyTindersticks offers environmentally conscious kids’

clothing, toys and posters. The s/s 13 rangefeatures a tongue-in-cheek theme inspired by

holidays to Blackpool and the poor British weather. Stand G37A


Marmalade & Mash’s s/s 13 offering featuresbright and bold colours complemented by pastelsand delicate neutrals. The collection seeks to evokenostalgia through timeless designs, which havebeen given a fresh approach, with the comfort of

the garments key. Stand VC10

Gracil’s extensive offer of girls’ hair accessoriesincludes hair clips, hair bands and head bands,available in casual, fashion and classic styles, as

well as an occasionwear line. Stand E44

Inspired by fairies and English summer gardens, the s/s 13range includes chiffon dresses and skirts, lace, and smocking onLiberty fabric party dresses and babies’ rompers. Cotton, stretchT-shirts with pretty collars and gingham ruffle skirts are alsokey for girls, as are colour-block shorts and dungarees for boys.

Stand C3

Pettiskirt and tutu brand Angels’ Face has newcolours for s/s 13 – nature-inspired hues such asemerald green and peacock blue, as well as subtlerromantic shades including lavender and silver. A new selection of lace dresses and an extendedbaby range with new babygros are also available.

Stand A4

Offering an understated luxe look, key piecesinclude soft, tailored blazers, pegged Capritrousers, crisp white shirts and flowy dresses.

There is also a vintage sportswear influence shownin oversized cricket jumpers, polo-neck T-shirts

and tennis-inspired dresses. Stand VD12

>>>


More Stories’ range of clothing for girls and boysaged newborn to 10 years is characterised bycomfortable fits and fabrics, a strong sense ofcolour and unique, signature prints. The gift of asmall storybook comes with each purchase.

Stand E4

The s/s 13 theme is The Romance of the OpenRoad. Highlights for girls include tiers on dresses,while shapes remain true to the brand aesthetic ofa slim upper body with voluminous skirts. For boys,skinny jeans and ribbon print cotton shirts are key.

Stand B22

Grubbies launched to market last season with a collectionspecialising in denim dungarees for boys and girls agednewborn to five years. This season, the brand also has adenim playsuit for girls and dungaree shorts for boys, both

featuring red piping, zips and stitching. Stand C33

Taking inspiration from France’s café culture, newto the Mini A Ture collection for s/s 13 includes arange of checks, a super-soft knit programme

added to the babies range, new jersey fabrics, anda cool coloured denim series for boys and girls.

Stand D22

Catering for girls aged four to 14 years, Parisianlabel Derhy Kids mixes fashion trends with classicstyles of the House of Derhy, which has been

established for over 40 years. Bestsellers from thebrand’s womenswear range inspire the girlswear,offering a feminine, romantic and bohemian look.

Stand G49


AT THE SHOWIn light of the London Olympics and the Queen’s Diamond Jubilee,this season Bubble London is celebrating all that is British with a new campaign, Bubble Homegrown. The initiative will see Bubble London pay homage to children’s brands designed andmanufactured in the UK, including Beau Loves, Mili B and Bili B, Childs Farm, Grubbies, Helen Gordon, Immink, Inch Blue,Little Mashers, Organics for Kids, Pili Pala Childrenswear, Poppet,Poppy, Rock n Regal, Teddy & Me and Tulip & Nettle.

Continuing with the British theme, Bubble London is teaming upwith CWB magazine to host its first live photo shoot on-site, whichwill capture the best of British fashion from collections at the show.Taking place on Sunday, visitors will be able to watch stylist Fran Lee and photographer Jay Hunting at work. The show’s plazawill also feature furniture designed and manufactured in the UK,supplied by British designers Melanie Porter and Holly Palmer.

To celebrate Father’s Day, which coincides with the opening day ofthe show, Bubble blogger Tabara N’Diaye will be on-hand,capturing images of fathers and their children. The pictures will beavailable to view at bubblelondon.blogspot.com. Meanwhile, onMonday, visitors are invited to have their photograph taken by theshow’s guest photographer, Julia Boggio.

Rock n Regal’s offer includes tailored coats, hand knits, prom dresses and T-shirts. For s/s 13,

an exclusive T-shirt will also form part of therange, which the brand has created in partnership

with London’s Abbey Road Recording Studios. Stand D24

Milibe returns this season with new stripes andcolours on its basic collection. New styles are also

available in woven fabrics – such as jackets forboth boys and girls, chinos, shorts and skirts – all

in colours that complement the brand’s basicjersey collection.

Stand B6

Returning to Bubble London for s/s 13 after itsshow debut last season, luxury Italian label

Silvian Heach Kids offers an extensive collectionfor children aged six months to 16 years. Product

categories covered include babywear,childrenswear, teenwear and accessories.

Stand G47

Primary colours form the colour story for Tom & Drew’s s/s 13 boys’ range, which includes a

red seersucker blazer with matching shorts andtrousers. Liv, for girls and tweens, focuses on

neutrals, pastels and metallics. Stand C40

>>>


Australian-designed Forwalls offers creativedecorating ideas for kids’ rooms. Its removable

wall and window decals enable rooms to beupdated quickly and easily. There are also

matching wall canvases, storage hampers andgrowth charts available to complete the look.

Stand G48

For s/s 13, new organic, appliqué designs withanimal motifs are available, complementing the

brand’s growing range of cards and gift-wrap. Newsummer dresses and baby sets in a fresh, bold

colour palette are also key. Stand A20

Highlights this season include Floppy Friends, arange of soft toy, animal character rattles, each of

which complements one of the brand’s prints. An organic jersey collection of babywear and

accessories is also available.Stand C9

US brand Crawlings offers fun infant and toddlerknee pads. Recommended for six months to three

years, the body of the knee pad is soft andstretches like a sock. At the centre of the knee,

it has lightweight foam that is flexible and water and UV resistant.

Stand G33

The s/s range from childrenswear brand Poppy seesthe Poppy character, a little girl whose adventuresare depicted on the brand’s fabrics, heading back

to nature after her travels in the city. Two mainprints feature for s/s 13, one focusing on soft

tones, the other a wispy, country style. Stand D10


AT THE SHOWThe event’s seminar programme, Look Who’s Talking, has been expanded forthe s/s 13 edition, and will feature even more experts sharing advice and tipson how to maximise the potential of a business. Topics covered include socialmedia, trends, stock and cash handling, customer service and PR andmarketing. For further details check the Bubble London news story on pg 6.

Other visitor highlights include a free breakfast for buyers courtesy of children’sdressing up costumes brand Travis Designs, which will be served in thebreakfast lounge on the Gallery Level. The Stand Out competition makes itsreturn, with judges on the hunt for the most creative use of stand space. Toround up the opening day of the show,exhibitors and visitors are once againinvited to Browns, Islington, from 6pmto 7pm for post-show drinks.

Martin Pedersen Strømpefabrik was founded inDenmark in 1937. Today, the company comprises

four brands; MP, Hempels, Footzy and Funch MadeWith Love. Products offered include socks, tights,

knit accessories and childrenswear. Stand B41

The s/s 13 range includes dresses and overalls and accessories featuring delicate rose prints.

Sixties-inspired short-sleeve dresses and Englishlace skirts with a matching pastel blue summer

coat are key. Stand E10

Soft leather baby shoe brand Inch Blue has arange of stylish and fun designs for s/s 13.

Colours span from soft pastels to citrusbrights, while styles range from classic MaryJanes to sandals. The label’s shoes are madeby hand in Wales using chrome-free leather.

Stand C46

Aden & Anais, whose offer includes muslinswaddles, bibs and blankets, is launching the

Serenity Star this season. The electronic feeding andsleep system includes a feeding diary, night light,sound machine and room temperature indicator.

Stand VB14

For more Bubble London news and brands visit cwb-online.co.uk

Frocks London brings you an exceptionallyunique range of dresses for ages 3-10 yearsold, with a focus on quality, details andfinishing. Dresses to fulfil every girls dream.Tel: 07875693864Email: [email protected]

Scrumptious organic clothing that babies andchildren love to wear... Frugi’s gorgeousoutfits fly off the shelves! For newborn to 8years cheeky. Don’t miss their stylish nursingwear for mothers!Tel: 01326 572828Email: [email protected]

‘Chipmunks Footwear’ is a collection of fun,fashionable children’s shoes especiallydesigned to look after those precious littlefeet! Our range is almost entirely produced inleather and/or suede along with canvas forthe summer.Tel: +44 (0)1925 212 212Email: [email protected]

“Cofucu Baby” is inspired by love for natureand feel for rejuvenating energy of children.The collections are made of 100% fineorganic yarn complemented with its vividnatural dye color.Tel: +819092474308 / +447800970066Email: [email protected]/en/

Wow! Emile et Rose present the mostbeautiful prints– bright pink roses as well asditsy daisies, tulle-trimmed ruffles and prettybows. Boys have fabulous checks and thecutest teddies.Tel: 07971 519567 or 01509 881300Email: [email protected]

At DARCY BROWN, we love our children tolook like children. We take classic styles andmatch them with gorgeous fabrics for girlsand boys up to ten years old.Tel: 01672 838069Email: [email protected]

Handmade mocassin & ballerinas in morethan 150 colors and first quality soft leathers.Sizes from baby to adult.Looking for UK agents.Email: [email protected]

Albero 1820 for our next summer collection2013 we have a new jeans hats line, wecontinue with our basic line hats in pink, lightblue and white in materials how pique, jeans,poplin and we have an innovations in ourcollection of hats straw and sewed tape.Tel: +34961451771Email: [email protected]

Grubbies – perfect denim dungarees forbabies and young children with timelessstyling, soft-as-butter fabrics and nostalgicdetailing. A genuinely British brand,Grubbies are designed in Great Britain andmade in Great Britain.Tel: 07887 631217 Email: [email protected]

The S/S '13 MARMALADE&MASH collectionis true to its origins offering comfortable yettimeless style. By using bright and boldcolours to compliment pastels and delicateneutrals, the collection evokes an antiquenostalgia through its strong but freshappearance.Email: [email protected]

British designed cotton and leather minishoes in limited runs. Featuringcontemporary illustration printed with water-based inks. Each pair comes playfullypackaged inside an eco friendly card tubebox.Tel: 07511 483915Email: [email protected]

Beautiful silk braiding in an array of vibrantcolours together with quirky and funkycolourful fabrics, Morocco’s finest designswith a western twist, we’re delighted to bringyou mini MOROC.Email: [email protected]

Colourful contemporary collections, in thesoftest organic cotton and recycled fleece, for boys and girls from baby to 11 years. Planet-friendly kidswear never looked sogood!Tel: +44(0)1202 733222Email: [email protected]

Name it clothes is for fashion consciouschildren who know what they want. Childrenand their parents demand fun, trendy andplayful designs, durable materials and mostof all a comfortable fit, and we are proud toprovide it all for children of all ages.Tel: 07816 328 520Email: [email protected]/name-it

Moccis - the perfect solution for an indoorshoe. The skid proof leather sole preventsfrom slipping, and double elastics at theankle keeps them on. The best part: they aremachine washable!Tel: +44 (0) 333 577 7500Email: [email protected] www.moccis.co.uk

120 years of passion for quality, childhood,innovation and colours.Steering its own path through current trends,the famous French fashion house hasmanaged to create edgy but timelessclothing. And all in softness…Tel: 02074625770Email: [email protected]

ilovegorgeous designs beautiful, vintage-inspired, clothes and accessories for girlsfrom 0 to 13 years. The signature is classic,flattering silhouettes made interesting withthe use of gorgeous fabrics, vintage trimsand pretty embroidery.Tel: 01748 822055Email: [email protected]

Rockabye-Baby was established in 2006 as alabel that wanted to offer an alternative to themainstream cute of baby clothes. Inspired bymusic they stand for fun, fashion, andattitude. Go see for yourself!Tel: 07982 307926 / 01442 382571Email: [email protected]

Zee & Zo is a fashionable beachwear brandwith multi coloured functional swimwear.All our swimwear is UV50+ protected.Our prices range from 15 to 25 pounds forbikini’s, swim suits, shorts and dresses.Louise Salmon-UK Agent Tel: 07974 728138Head Office Tel: +31 653 419327Email: [email protected]

Specialized in delicate hand smocking andhand embroidered children clothes, KIDIWINew Collection includes exquisite timelessclassic designs added with a touch ofmodern edge.43, Rue Antoine Lumière-69008 Lyon, FranceTel: 0033609777359Email: [email protected]


PITTI BIMBO:28-30 JUNE

Fortezza da Basso, Florence, Italy Last summer’s edition of Pitti Bimboshowcased around 486 collections, 192 ofwhich were international, and attracted over7,000 buyers and more than 11,000 visitors.Key new signings and returns this seasoninclude Cruciani, Jottum, Stillini, Unlimited,Gaudi, New Generals, Fiat 500, Ducati,Fiorucci, 813 and Come Nelle Favole.

The theme for the s/s 13 show is entitledWonderFood Pitti, which will be interpreted invarious ways by the exhibition from the landwhere food is grown to cultural andecological elements. In line with the concept,visitors will be greeted in the venue’s forecourtby real gardens designed by architect OlivieroBaldini, full of seasonal fruits and vegetablesand mannequin scarecrows.

As usual, the show will be flanked by variouspromotional events, cultural programmes andrunway shows, with the latter not only providinga first look at new trends and collections butalso offering buyers inspiration for styling andcombining clothing and accessories.Additionally, among the collaborations thisseason will be the presentation of media projectElizabethstreet.com, which aims to become thenew fashion link for mothers all over the world.Created by Emanuele Della Valle, founder ofventure capital firm Mediabend Capital, thecommunity-style website and iPad app isdedicated to mums of children age newborn to10 years, who are looking for unique ideas andstylish inspiration. It features contributionsfrom international names in journalism andphotography as well as stylish mothers fromaround the world. www.pittimmagine.com


PULSE: UK

FIMI: SPAIN

PLAYTIME NEW YORK: USA

MINI MESS BY MESS AROUND:30 JUNE – 3 JULY

Parc des Expositions – Porte de Versailles, Hall 3, ParisMini Mess is the children’s footwear area ofMess Around, one of the six universes of theWho’s Next Prêt-à-Porter Paris trade show. Thisedition of Mini Mess is the second as part ofWho’s Next Prêt à-Porter Paris, and the firstedition of the event to take place in June/Julyinstead of its usual dates in September. Thereare no comparable attendance figures forJune/July therefore, although 65,683 visitorsattended Who’s Next Prêt-à-Porter Paris inJanuary, 21,286 of them from Japan, Belgium,Spain, Italy, the UK, the US, Switzerland, Turkeyand Portugal.

PLAYTIME PARIS:7-9 JULY

Parc Floral de Paris, FranceThis season marks the 12th edition of Playtime Paris, a show made up of almost 50 per cent international exhibitors. Showcasingover 400 collections, around 50 of which arenew for s/s 13, the Parisian event is expectingan estimated 6,000 visitors this time.Newcomers offering fashion include PetitBateau, Very French Gangsters, Diggers, LittleMary, Blune, Ubang, Loud Apparel, Indikidualand Shampoodle. New to the show’s décor anddesign offering, meanwhile, are Coral & Tusk,Pois Plume and Kenana.

Visitors can supplement their buying viaPlaytime’s online showroom, which is inpartnership with a website called Qerros andaccessed at www.playtimeparis.com. Key benefitsto buyers include enabling communication withbrands after the fair, the ability to review all ofthe show’s collections, gain exhibitorinformation through a tri-annual newsletter, andplace orders and re-stock throughout the year. www.playtimeparis.com

For s/s 13, Mini Mess will show around 30leading children’s footwear brands includingPrimigi, Naturino, Aster, Kickers, Bloch, Mod 8, Chipie, Falcotto, WAG, Converse, New Balance, Spring Court and Gioseppo, aswell as new signings such as PJ Shoes andSoka Espadrilles.

Mini Mess will feature themes designed by styleand forecasting agency Nelly Rodi – WhiteNomad, Virtual Dream and Colour Time – whichwill present the children’s trends for s/s 13.Buyers looking for creative footwear brands canhead for a new dedicated area of the show,Nomad Lounge, launching this season. www.whosnext.com/mess-around

>>>


ENK CHILDREN’S CLUB: USA

MODA FOOTWEAR: UK

PLAYTIME TOKYO: JAPAN

INDEPENDENT KIDS:8-9 JULY

Cranmore Park, SolihullIndependent Kids, the bi-annual buyers-onlyevent, is dedicated to independent retailersincluding department stores, garden centres,and standalone shops. The July 2012 show willfeature both forward-order collections for s/s 13and immediate delivery product for a/w 12,playing host to around 50 exhibitors presenting70 collections.

Product areas covered by Independent Kidsinclude fashion and occasionwear for childrenup to 12 years of age, as well as babywear andbaby gifts. Key signings for this edition includeLilly + Sid, Frugi, Kite Kids, Green Kids, Mele & Co, Best Years, Coco, Abella, Little Darlings, Merry Go Round, Casa Chicos,Pitter Patter, Totes and Dandelion Clothing.

In terms of visitor figures, Independent Kids isexpecting to welcome around 500 buyerswhich, in addition to the UK, will includevisitors from Malta, Spain, Libya, Germany and

South Africa. Visitors to the show enjoy freeentry together with free parking, andcomplimentary lunch and refreshments. For theJuly show, organisers have also extended theopening hours on the first day to give buyersmore time on stands and for placing orders. OnSunday, therefore, the event will now run from10am to 6pm, while Monday’s hours will remainthe same from 9am to 5pm.

Exhibitors and buyers wishing to network inrelaxed surroundings after the show can takeadvantage of drinks and canapés, which will beserved on the venue’s balcony from 6pm onSunday evening. Visitors wishing to keep upwith the latest news about the show, itsexhibitors, and offers available in the run up tothe event can do so on Twitter @IndiKidsShow. www.independentkids.co.uk

KITE KIDS

FRUGI

LILLY + SID


KLEINE FABRIEK:8-9 JULY

RAI Hall 1, Amsterdam Kleine Fabriek will represent around 250exhibitors, offering around 380 collectionscovering children’s fashion, footwear,accessories, toys and interiors. Around 5,500visitors from Europe and beyond are expectedto attend and, as well as many key returns, anumber of new signings will be available to viewincluding Knitwits, Greentoy, Maxomorra, IKKS,Egmont Toys, Ferrari, Monamici, Mini Dunadu,Olive & Moss, Piccalilly, Dress Your Doll, KiteKids, Cuties & Pals, Maá and Manuela de Juan.

Following feedback from exhibitors and visitors,the show has made developments for thisseason including the subdivision of thefloorplan into dedicated areas with their ownlook and stand design. Object+ will featurecollections comprising toys, furniture andinteriors. Star – formerly known as Home & Gift –focuses on unique clothing, footwear andaccessories brands with a distinctivehandwriting. Industry is for fast-moving, trend-led collections for kids and teens that canadapt quickly to consumer needs. Finally,Blueprint is for brands with denim and jeans atthe core of their brand identity.

For the latest event information, visitors cancheck the show’s new website, kleinefabriek.nl.The exhibition’s Facebook and Twitter pages willalso be used before and during the show. www.kleinefabriek.nl

LITTLE BARCELONA:15-16 JULY

Royal Palace of Pedralbes, BarcelonaLast season, children’s trade fair Little Barcelonalaunched with the aim of attracting internationalbrands to the Spanish market. Buyers areinvited directly by the organisation, byparticipating brands and via invitations throughthe show’s website.

The s/s 13 edition will take place in a new, biggervenue at the Royal Palace of Pedralbes, offeringa dramatic backdrop of tapestries, sculpturesand paintings for the 100-plus exhibitors’collections. Around 2,500 professional visitorsare expected to attend the event’s secondinstalment, which covers the product sectors offashion from newborn to junior, books, toys,accessories, décor and furniture.

Also new this season is the introduction of acatwalk, various workshops, musical events, brandcollaborations and trend areas. Along with theshow’s website, visitors can keep up-to-datewith the event via Twitter and Facebook. www.littlebarcelona.com

>>>

CIFF KIDS:9-12 AUGUST

Bella Center, Copenhagen Ciff Kids, which is northern Europe’s largestfair for kids’ fashion, will offer around 150brands, covering the baby, kids’ and tweenfashion and accessories sectors. New names towatch out for include Noa Noa Miniature,Armani, Guess, IKKS, Jean Bourget and Pepe.

Primarily attracting visitors from Scandinaviaand Europe, the four-day show also drawsbuyers from Asia, Eastern Europe and the US.Among the developments this season is thelaunch of New Talent Spot, an area of the eventshowcasing small, upcoming brands. A dailytrend show will be available at 1pm, and NoaNoa Miniature will host its own fashion catwalkto present its s/s 13 collection. A networkingget-together will take place on the second dayof the show, with exhibitors, buyers and pressall welcome.

As well as collaborating with bloggers such asIt’s Fashion Baby, The Junior and Paul et Paula,Ciff Kids has launched its own at ciffkidsblog.dk.www.ciffkids.dk

AUTUMN FAIR INTERNATIONAL: UK

KIND + JUGEND: GERMANY

TOP DRAWER: UK

CPH KIDS:9-11 AUGUST

AP1, Carlsberg District, CopenhagenCPH Kids’ motto is “defining the future”; itsaim being to inspire visitors and exhibitors tobecome ambassadors for a good, healthy,sustainable and creative childhood.

The exhibition, which offers children’s clothingand accessories from Scandinavia and furtherafield, is rolling out a number of new initiativesthis season designed to optimise the event.Most significantly, at the request of exhibitors, it has reduced the show from four to three daysto create a more intense buying experience. Ithas also re-launched its website,www.cphkids.com, offering easier access forusers together with a brand new visual identity. www.cphkids.com


PETIT CRABEPrice on request 0045 52300373

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SMAFOLK£8.90, 0045 59451008

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SUNUVA£15.50, 020 7284 9797

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JAKABEL£6.50, 020 8715 2385

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MINI DUNADU£14.65, 0034 914465244

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HATLEYFrom £12.50

01255 422621—

For more swimwear visit cwb-online.co.uk

June/July 201252 � � �

Weldon Agencies, Carr House Business Centre, Carr House Lane, Bretherton, Lancashire, PR26 9ARTel: 01772 603912 Email: [email protected] NO, S & D LE CHIC, DEUX PAR DEUX,ABSORBA / CONFETTI, BOBOLI, PAN CONCHOCOLATE, POM POM, GYMP, FUN & FUNEstablished for over 25 years, two generations, coveringall areas of the UK. Representing leading brands fromEurope and Canada, catering for boys and girls 0 to 16years. Styling from contemporary to traditional.

Showrooms will be held in Leeds, Manchester andLondon for further info contact Bib SohelTel 07850 754 853email [email protected], FORE!! AXEL AND HUDSON, LEMMI,BEBE BY MINIHAHA, DARCY BROWN, SUGARLOAFKIDS, MINI VANILLA, MINI ZZZA diverse selection of highly desirable brands for UKindependents and stores from baby to 16yrs. Europeandistributor for Fore!! Axel and Hudson.

The Old Barn, Shurnhold Farm Business Park, Bath Road, Melksham, Wiltshire SN12 8DFTel: 01225 700699 Mobile: 07785 290154Email: [email protected]: www.vanhuizen.co.uk www.oililybag.co.ukJOTTUM, CAKEWALK, MIM-PI, KIEZELTJE,DESIGUALRepresenting mainly Dutch brands, known for theirbright colours and multi prints, covering kids from 0 to 12 years of age.

5 Evelyn Grove, Ealing, London, W5 3QGTel: 0208 992 0552 Mobile: 07860 230918Fax: 020 8993 6568Email: [email protected]: www.littledarlings.co.ukABELLA, CATYA (IT), CO CO AND LITTLEDARLINGSManufacturers’ and Distributors’ Agent - Northern andSouthern Home Counties, including London Postaldistricts. NCWA and APSA member.

Bizspace Business Centre, Unit 203, 4-6 WadsworthRoad, Perivale, Middlesex UB6 7JJTel: 020 8567 2384 Mobile: 07971 190446Fax: 0800 007 3359Email: [email protected] SHOES, FALKE & BURLINGTON SOCKSAND TIGHTS, GIESSWEIN HOME SHOESCovering the whole of the UK with London basedshowroom and offices.

19 Addison Grove, Chiswick, W4 1 EP Tel: 078 5550 9069 Fax: 02081816458Email: [email protected]@breitensteins.comANGULUS AND BOBUX SHOES, CLOTHES FROMCHRISTINA ROHDE, MILIBE, VER DE TERRE, FUB CHILDREN’S WEARAn agency representing classic, stylish andcontemporary Danish children’s clothing and shoebrands. Plus the best baby shoes from New Zealand.

Unit H7 & H7a, Capital House, 2 Michael Road, London SW6 2ADTel: 0207 348 7316 Email: [email protected]: www.solobi.co.ukMINI A TURE, TOFFEE MOON, LILLE BARN, AYA NAYASoLoBi represents modern high quality children’sbrands with a playful attitude and sharp attention todetail. Offers very good and transparent service.

Park Lane House, 47 Broad Street, Glasgow G40 2QWTel: 07947989133 Email: [email protected]: www.dragencies.co.ukHIPPYCHICK, BABY + MORE, BUGGY SNUGGLE,MOJO, BABIES GOI have been an agent in the nursery trade since August2008. Being a mum of two young children, nurseryproducts is something I am passionate about! Have alook at my website for a full list of brands that Icurrently represent.

Unit 1, First Floor, Paragon Works, Wilsthorpe Road,Long Eaton, Nottingham NG10 3JW. Tel: 07967 560633Email: [email protected]: www.vanhuizenagencies.co.ukOILILY CHILDRENSWEAR & BAGS, ROOM SEVENBEDDING AND BAGSVan Huizen Agencies is a young, fresh and vibrantagency, for the more discerning retailer requiringbeautiful and unique collections.

1 Brickwood Place, Burton on the Wolds,Leicestershire LE12 5AW. Tel: 01509 881110 Mobile: 07860 481376 Fax: 01509 880135Email: [email protected] Web: www.ncwa.co.ukPETER RABBIT, PADDINGTON BEAR, COSAN BABY,COUDÉMAIL, ELLE EST OÙ LA MER?APR Agencies was started in 1991, working with a teamof fellow agents from showrooms in the Midlands andCovent Garden by appointment only. Selling to alldepartment stores and boutiques throughout the UKand Ireland.

129 Whitley Road, Whitley Bay, Tyne and Wear, NE26 2ETTel: 07849 852 851 Email: [email protected]: www.cherrypickforkids.co.ukFASHION: POPUPSHOP, BANG BANG COPENHAGENDESIGN: LUCKY BOY SUNDAY, CRAZY STUFF BIKEACCESSORIES, HANABLOMST JAPAN UK and Ireland agent and distributor for contemporarydesign and clothing for the children's world - eastLondon showroom

40 Bedford Street, Belfast BT2 7FFTel: 0044 28 90236330 Fax: 0044 28 90236330Email: [email protected] CONNECTION, EMILE-ET-ROSE, KANZ, LILLY & SID, HATLEY, LOFFF, STEIFF, STARDUST,FIRST COMMUNION, FIRST OCCASIONS CHRISTENING WEARHigh quality children’s fashions for babies, boys andgirls up to 14 years - specialising in occasionwear.Showrooms in Belfast, Dublin, Cork & Limerick.

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We’re ripping off our shirts and flying into action to help retailers manage their school teamwear across the nation. Find out how:

VISIT www.akoa.co.uk/herosupportCALL 01200 421213

Or scan in the QR code on your mobile device

SUPERHERO SUPPORT

EVERYDAY

HASSLE WITH SCHOOL TEAMWEAR ORDERS? CALL AKOA.

GET SUPER STRENGTH SUPPORT FROM THE EXPERT TEAM.

Trutex Limited, Taylor Street, Clitheroe, Lancashire BB7 1NL


57: School news

58:School opinionSportswear

60:Be a good sportAnalysing the short and long termimpact of the London 2012 Olympics on the sportswear market,and what effect this has on schoolsportswear sales.

62:School stock:Name labels

57: School news

58:School opinionSportswear

60:Be a good sportAnalysing the short and long termimpact of the London 2012 Olympics on the sportswear market,and what effect this has on schoolsportswear sales.

62:School stock:Name labels

FALCON

Personalised labels for clothes, shoes and much more ....

Tel. +44 (0) 7952 045 292Email: [email protected]


Dobotex, developer, producer and distributor ofPuma Lifestyle products, is looking to broaden itsdistribution base and extend its market incision,including the back-to-school sector.

For the schoolwear market, Puma offers “never outof stock” lines of socks, including the child’s crew,classic and quarter sock, with sizes ranging fromEuropean size 23 to 39. Wholesale prices for thecrew and classic styles are £3.12, and £2.49 forthe quarter style. All socks must be ordered inmultiples of six to meet pack sizes, and minimumorder for carriage paid is £250.

Blue Max Banner has pledged to supplydiscontinued lines and surplus stock to His Church,a charitable organisation that provides clothing andfood to the homeless and vulnerable.

The garments will be donated on a quarterly basis andrebranded with the charity’s logo before being passedon to 250 UK homeless centres, women’s sheltersand approved organisations around the world.

“The garments are top-notch in quality,” says BlueMax Banner marketing manager Piers Mountgarret.“Sometimes we stop stocking lines or order toomany. It’s these items we are going to pass on toHis Church for re-badging and re-distribution.”

This year’s annual Schoolwear Association (SA)fundraiser, which will be sponsored by David Luke,will be a Rock ’n’ Roll evening.

Taking place on Sunday 14 October, following thefirst day of The Schoolwear Show, the event will beheld at The Motorcycle Museum near Solihull. Theevening will comprise a drinks reception, sit-down,three course meal in a Rock ’n’ Roll themedfunction room with live music entertainment byThe Jets. The dress code is rock and roll or black tie.

Last year, over 200 people attended the SA event,which generated essential funds to promote theschoolwear industry. A limited number of ticketsare available, with prices at £65 per person or£600 for a table of 10. For tickets or furtherinformation, call 0161 272 5852 or email Jessica Wilson at [email protected].

Trutex has designed an activity pack to help keepchildren busy over the coming summer holidays.They are supplied in bundles of 100, and are freeof charge to Trutex’s retailers and schools.

The pack includes activities such as how to make atreasure map, how to make fat balls to feed birdsin the garden, a monster cake recipe, a bug huntand a colouring competition. Trutex retailers canrequest their free activity pack bundle to give tocustomers by contacting Kelly Cottier with theirdetails, including their account number, [email protected].

PayByLink is a new service enabling smallbusinesses to collect payments by simply emailing customers a link to a secure standalonepayment page.

Launched by CardSave, a division of WorldPayGroup, Europe’s largest card processor, it allowspayments to be processed without delays,combating the late payment culture manysuppliers and small businesses are faced withwhen collecting outstanding payments.

The PayByLink system works by generating asingle or multi-use web link, which merchants pre-set with the amount to be charged, a uniquereference number and a date by when thisbecomes due. This link is emailed to the customerwho then simply clicks the link and, via a securepayment page, enters their card details for thepayment to be processed virtually immediately.


What do you offer in terms of schoolsportswear, and how have sales fared for youover the last year? —We stock a large sportswear range, includingfootball and rugby shirts, dance uniforms,football shorts and swimwear, and sales havegenerally increased against last year’s figures.During the last 12 months, many schools havedecided to up their game by introducing a freshfeel to their sports kit. More sports departmentsseem to want to personalise their kit, too, inorder to give the school a special identity. In thepast, a regular sports shirt and shorts wouldhave sufficed, but now more attention is beingpaid to breathable and technical fabrics, asmore schools are looking for a higher qualitywith upmarket fabric styles rather than basics.

It is anticipated that sportswear sales will beboosted for up to a year after the LondonOlympics. Is this something you are expectingto be reflected in school sportswear sales?—I am certain that the London Olympics will havea massive impact on sportswear salesthroughout the country and, indeed, during theensuing months, with many more studentsbeing influenced by the attainments of theathletes in this summer’s Games. To this end,we have set our stocks of sportswear at higherlevels in readiness for this season’s onslaught.

Long-term, do you foresee a revival incompetitive sports in UK schools as arepercussion of the Olympics? —In the long-term, I think the Olympics will havea hugely beneficial effect on competitive sportsin UK schools and, in doing so, should alsohave a much healthier influence onforthcoming sales figures for retailers.

How have sales of school sportswear fared overthe last year? —Our sportswear sales have increased by 17 per cent on last year, with all areas havingperformed well. Most of our current schoolshave made the decision to modernise andupdate their sports clothing recently. They feel itis important to stand out in the community, andhave consequently rebranded.

Are you marking the London Olympics with anyspecial promotions?—Yes. We are offering national baseball caps,knitted beanie hats, sports bags and drawstringbags among other merchandise for the patrioticsupporters – they’re flying out the door. We’vejust supplied a number of tracksuits for one ofthe participating nations to use as their officialOlympic tracksuits, too.

Market researcher Key Note anticipatessportswear sales to be boosted for up to a yearafter the Olympics – do you agree? —Without a shadow of a doubt we agree with Key Note’s findings; there is definitely moreinterest from our schools wanting to purchasesportswear and update their current kits withmodern styles and fabrics.

Do you foresee a revival in competitive sportsin UK schools? —Yes. Sport has taken a back seat in manyschools over the last several years, leading toissues such as obesity and behaviouralproblems. We feel the Olympics will refocus andencourage children to become more involved incompetitive sports. It’s not only healthy, but alsocharacter-building.

How have sales of school sportswear fared overthe last year? —Over the last 12 months, compared to theprevious 12, our sportswear and accessoriessales have increased by 16 per cent. However, itis hard to gauge a trend change as we have alsotaken on many new school contracts in that time.

Which areas of sportswear have performedparticularly well and, if any, which have dipped? —Sales of sportswear for cricket, rugby, andfootball – despite the weather – have remainedstrong, but hockey and martial arts have slowed down.

Sportswear sales are expected to be boostedfor up to a year after the London Olympics.Are you expecting this to be reflected in schoolsportswear sales, too? —We expect some small sales trends due to anincrease in extra-curricular, after-schoolathletics. I imagine swimming will be an areawhere there may be some extra take-up, alongwith judo.

Long-term, as a repercussion of the LondonOlympics, do you foresee a revival incompetitive sports in UK schools? —We hope so; we need to keep the future Britishcontenders coming. Currently, as far as we canmeasure, there isn’t enough sport being doneat GCSE level in local schools. It needs to bemade more attractive as a career, which wouldhopefully increase the uptake of the technicalgarments aimed at secondary school level.

For more industry opinion visit cwb-online.co.uk


TRUTEX/AKOA

A recent report from market intelligenceprovider Key Note has revealed that thesportswear market is expected to see a leap insales over the next 12 months as a result of thissummer’s London Olympics. Taking place inthe UK between 27 July and 9 September, theevent will consist of 26 sports broken down into39 disciplines. Overall, it is expected to attractover five million tourists to the UK, and isestimated to help the sportswear industry growby 3.8 per cent in 2012. This is a welcomeincrease considering the impact of therecession on consumer industries such as thesportswear market, with consumers cuttingspend on activities, resulting in less need forthe appropriate sportswear.

Increased participation in sports activitiesobviously has a direct effect on the sportswearmarket in terms of sales. However, the reportpoints out another positive side-effect of theGames, especially revalent to schools andchildren, is getting people more active andhelping combat the UK’s worrying obesitystatistics.

Figures from the government’s National ChildMeasurement Programme (NCMP) for England2010/11 school year, speak for themselves, withover one fifth of children in Reception class(age four to five) being either overweight orobese. By Year Six, (age 10 to 11), this figure hasincreased to one-in-three. And the UK’s obesityforecasts don’t look much brighter, with statisticsfrom the government publication, TacklingObesity: Future Choices, anticipating 25 percent of boys and girls under the age of 20 willbe obese by 2050 if nothing is done to changethe unhealthy habits of the UK population.

While there are government initiatives that have been established to attempt lowering theUK’s obesity rates, it is estimated that, in 2012,additional schemes will be rolled out – mostnotably among youngsters, who are believed tobe most at risk – to help improve the nation’shealth. In terms of the effect on sportswear,more incentives to get fit mean more in the wayof sportswear sales.

It is also worth noting that Key Note identifiesone of the preliminary strengths of thesportswear market to be the fact that sportsremain compulsory for children in education inthe UK; in terms of sales, this means acaptured market, for which wearing suitablesportswear clothing and footwear is necessary.

In summary, the overall outlook is positive forthe sportswear sector. Key Note estimates that,in 2011, the total sportswear market reached avalue of £4.71bn, with sales of clothingaccounting for the majority of the market at71.3 per cent. Furthermore, between 2012 and2016, the value of the UK sportswear market is

forecast to increase by 9.2 per cent, with salesreaching £5.34bn. Year-on-year increases willbe evident, with initial growth of 3.8 per cent in2012, largely boosted by the forthcomingOlympic and Paralympic Games. Sportsclothing will continue to be the largestcontributor to the total market, which will resultin sales reaching £3.83bn by 2016 andaccount for 71.8 per cent of the total sportswearmarket in 2016.


LAURA TURNER: How have sales of school sportswear faredover the last year? ADRIAN BLEACH: We have strengthened our range for theschool market with the launch of Gymphlex’s new SchoolSportswear Solution, which has been developed specifically tomeet the needs and budgets of the growing school sector. As aresult, sales from the school market have blossomed over thepast 12 months, as more and more schools embrace the idea ofcreating their own bespoke sporting identity. This is somethingthat is particularly prevalent among those who are goingthrough a transition, perhaps moving to Academy status, ormerging with a neighbouring school.

LT: Which sportswear sectors have performed particularly well? AB: Rugby and netball continue to perform very well. Again, thishas seen a boost as a result of the enhanced services we nowoffer. Part of the Gforce range, G-Sub, is a dye sublimationservice, enabling school teams to create an extremelyprofessional, high-quality kit. This is proving popular for schoolsseeking to improve the image of their first teams.

LT: Are you marking the London Olympics with any specialranges or promotions?AB: We continue to support all aspiring athletes with custom-made, sports-specific garments. In terms of creating acelebratory Olympic kit, we look forward to being given theopportunity to demonstrate our creative flare to the firstinnovative school that wishes to approach us.

LT: Is the anticipated boost to sportswear sales after theOlympics something you are expecting to be reflected in schoolsportswear sales, too? AB: It is, indeed. We believe the increase in sales we havealready seen is, in part, a result of the sporting significance of2012. Furthermore, we anticipate that less popular sports will beboosted over the next 12 months, with schools being inspired totry something new in the next academic year.

LAURA TURNER: How have sales of school sportswear faredover the last year? DANIEL TOMLINSON: Trutex has fared exceptionally well due tothe recent launch of our Akoa branded sportswear. Thesegarments use technical fabrics, and can be designed by schoolsand retailers by changing the various coloured panels on avariety of different styles. Once school badges and detail havebeen added, it creates a unique and professional look for theschool at prices that are very competitive.

LT: Are you marking the London Olympics with any specialranges or promotions? DT: Due to the legal protection of official sponsors, it’s notalways easy to use the Games for external marketing purposes.However, we are continually reviewing and updating the Akoabrand, and we will be launching some exciting new innovationsat The Schoolwear Show later this year. We do not have anythingspecific planned with our retailers, but would always look tosupport any requests on specific campaigns.

LT: Is the anticipated boost to sportswear sales after theOlympics something you are expecting to be reflected in schoolsportswear sales, too? DT: The Games can only have a positive impact on sportsparticipation in the UK. This is great for a sportswear brand suchas Akoa and, therefore, Trutex, but it’s also great for the nationin general. My personal experience is that sports participationhelps with the social and physiological development of children,so anything that increases participation is a very positive thing.Of course, the Games will bring a focus to sport in schools,which is likely to help drive sales of Akoa products.

LT: Do you foresee a revival in competitive sports in UKschools? DT: As I mentioned above, the Olympics can only impactpositively on participation rates of competitive sports. However,there are also many other areas that can affect participation,including improved facilities, and improved sportswear thatchildren are happy to wear. These should also be continuallyreviewed and developed to drive numbers up.

TRUTEX/AKOA

GYMPHLEX

For an exclusive interview on school sportswear saleswith David Luke’s sales director, Richard Moody, visitcwb-online.co.uk


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LAURA TURNER: Why did you collaborate onthe Heart & Sole collection?JASMINE GUINNESS: The work the British HeartFoundation does is brilliant and much needed,and I love designing. So being asked to designkids’ shoes was a dream. I really enjoyed it.

LT: What does your range comprise? JG: It has seven styles in total, including two-tone brogues for toddlers in sizes 20–30and ballet pumps in a range of colourways andmaterials in sizes 28–39.

LT: Which is your favourite design?JG: I love the black and silver brogue-styleshoes with heart cut-outs. They were aimed atsmall boys, but my daughter loved them, so Ithink they’ll be perfect for both boys and girls.

LT: Which celebrity child would you love to seeyour Step 2wo designs on? JG: Actress Thandie Newton’s little girls arereally sweet. They might like some of the candypink and silver pumps.

LT: What were your favourite shoes as a child?JG: My wellies; I couldn’t be separated fromthem. I also remember seeing some red, patentleather pumps while shopping for school shoesas a child – I’d never wanted anything so muchin my life! I didn't get them, which was a goodlesson, but I did get to design some similarpumps for Step 2wo in the colours I’d have liked.

LT: Which are your favourite children’sindependents and brands? JG: For my daughter’s shoes, I usually go toOne Small Step on London’s BlenheimCrescent, W11. It has a great selection and lovelystaff. Sasti, located off Portobello Road, is goodfor children’s clothes. There are some greatsmall labels out there, too. I love MilliemanuLiberty print dresses, which are made inLondon, and Rose Rainey Smart Baby coats and hats.

LT: What’s the story behind your children’sshop, Honeyjam? JG: I decided, along with my friend andbusiness partner Honey Bowdrey, to open a toyshop in Notting Hill. We offer all the oldfavourites plus lots of new things. Honey and Iwould love to design kids’ clothes one day, too.

LT: Do you have a business mentor?JG: No, and I wish I did. My heroine is CathKidston; she is a genius and one of the nicest,most encouraging women I have met.

LT: What’s the defining moment of yourcareer?JG: Deciding to put being a mother and a toyshop owner ahead of being a model. It was veryliberating and I’ve learnt so much since – notjust about having kids, but about business anddesigning. I’ve learnt more in the last six yearsthan I had in the previous 16.

Derhy Kidswinter 2012

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