CWB magazine

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August/September 2012 03� � �

REGULARS FEATURES SCHOOLWEAR� � �

05:Comment

06:News

08:NCWA news

12:Open for businessLegal and business advice plusindustry opinion

16:Retail therapyStore profiles, news and events

18:Brands to watchEditor’s pick

44:Style guideT-shirts

47:Laura lovesThe coolest products for kids

62:Talking point With Myleene Klass

20:Industry measureBestselling footwear brands

22:Doing it their own wayThe debut of CWF’s first own label,Billieblush

24:The looks of s/s 13 The new season’s trends

28:The best of Bubble London s/s 13Highlights from the event

30:Diesel powerThe Italian denim label’s plans for its childrenswear offer

32:London calling S/s 13 photo shoot

38:Moda FootwearPreview highlights of the show’schildren’s footwear offer

43:Top Drawer Kids’ product at September’s show

49:Schoolwear

51:News

52:OpinionBack-to-school sales

54:A uniform approach The Schoolwear Association gets afresh perspective on parents’ andteachers’ views of school uniform

56:StockBack-to-school footwear


August/September 2012 cwb-online.co.uk 05�

Talking to brands at this season’s tradeshows, the general consensus seemed to bethat while buyers are still cautious, wherethey did invest in collections, they did so withconfidence. In short, buyers are, more thanever before, having to smell what sells andstick to it. And, for independent retailers, thismeans teasing out the brands that still offerthat niche edge through design innovation,but are also “safe” in terms of commercialviability. As you will see from our round-up ofs/s 13 trends on page 24, and the s/s 13fashion shoot, London Calling, on page 32,there is certainly no shortage of designinnovation in childrenswear this season.

Also this issue, we speak to CWF’s UK andNorthern European managing director, Kevin Thompson, to learn more about theexciting addition to CWF’s luxurychildrenswear licensing business with its firstown-label, Billieblush. Additionally, denimlabel Diesel reveals plans for its children’soffer on page 30.

While the fashion season is winding down,the footwear season is stepping up in therun-up to Moda Footwear at Birmingham’sNEC this month, which offers the largestselection of children’s footwear in the UK.Next issue, we will bring the key styles fromthe show in our exclusive footwear photoshoot but, in the meantime, take a look at our

round-up of the children’s footwearshowcasing this season in our ModaFootwear preview on page 38. And referringback to my earlier point of buyers having tosmell what sells, we have the latest IndustryMeasure results on page 20, revealing thebestselling children’s footwear brands in-store now.

On the schoolwear front, we reveal aninteresting insight into parents’ and teachers’ current opinions of school uniform.Based on in-depth research carried out byThe Schoolwear Association, the reporthighlights views on everything from cost,quality and supply through to the role schooluniform plays in society.

The next issue of CWB, out in October, will,among other things, provide a first look atthe a/w 13 season, as well as a strong focuson schoolwear in anticipation of theindustry’s annual trade fair, The SchoolwearShow, taking place at Cranmore Park,Solihull on 14–16 October.

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.

August/September 201206 cwb-online.co.uk�

French Connection Kids has been added to theFlyers Group branded apparel and accessoriesportfolio of licensed and house-owned labels, withimmediate effect.

Flyers Group has been established in thechildren’s fashion industry for over 20 years, with a team of professionals experienced indesign, manufacturing and sale of quality brandedclothing. It plans to utilise its experience to createcollections that will maintain the nature of theFrench Connection brand while adhering to its ownquality, ethical, and safety standards.

Other labels in the Flyers Group portfolio are Ben Sherman, Converse Kids Apparel, Nike Action,Hadleigh London, Feu Follet, Jordan Kids Apparel,Firetrap, Sugar Pink, Baby Brands and Blush.

Launched last month, Michiko and Me is a UKgirlswear label catering for nought to five years.

The debut collection features the brand’s signatureMichiko style, which is a kimono-based garmentmade in England using Liberty Art Fabr ics. The USP of the Michiko is that it grows with thechild, providing years of wear as a dress and thenas a top.

“Combining the luxurious look and feel of LibertyArt Fabrics with our innovative design andinsistence on quality craftsmanship means Michikocan be worn as long as childhood lasts,” saysbrand founder Nicky Lumb.

Hong Kong’s Peninsula Arcade at The PeninsulaHotel is the location of British childrenswear labelBonnie Baby’s first standalone store, opening atthe end of this month.

Bonnie Baby is the first childrenswear andbabywear shop for the Arcade, which is home to 80 other luxury retailers such as Chanel,Michael Kors and Prada.

“I have been travelling to Hong Kong for nearly 20 years in my different design positions, andhave come to think of it as a home from home,”says Tracey Samuel, brand founder and designer.“I love the vibrancy of the city and people.”

The Bonnie Baby Hong Kong store will be followedby the roll-out of further stores across Taiwan andChina in 2012 and 2014.

Trade fashion exhibition Moda, which takes placeon 12-14 August at Birmingham’s NEC andincludes Moda Footwear, the UK’s largestgathering of kids’ footwear brands, has introduceda new interactive service with the launch of anonline community.

Coupled with the announcement of the exhibition’sseminar programme for its August edition, thedevelopment aims to bring the industry togetherbeyond the exhibition aisles. Moda Community,which can be found at moda-uk.co.uk/community,enables exhibitors, visitors, press, speakers andorganisers to interact with each other directly, aswell as creating a personal profile for themselves.The website also features exclusive contentsupplied by seminar speakers and a diary andappointment booking system that can be usedahead of the event.

This season’s seminar speakers include retail expertClare Rayner; Warren Knight, founder of integratedsocial sharing ecommerce platform Gloople; andRay Buckler and Nick Pratt of Sitemakers,specialists in ecommerce solutions for retail.

US children’s footwear brand Pediped hasappointed Matt Wright as its new sales director forthe UK and Ireland. With over 12 years ofcommercial experience in the footwear and fashionindustry, Wright will work to develop UK-specificstyling and new business opportunities forPediped in the UK market.

Prior to his appointment, Wright was a senior salesmanager at Geox, one of the world’s largest shoemanufacturers, where he played a pivotal role inthe development of the company’s UK presence.

“Matt has earned an excellent reputation as achildren’s footwear specialist and will help us drivethe brand in the UK and Ireland,” says RudyGlocker, Pediped managing partner.

Founded in 2004, Pediped is currently sold in over3,000 stores in 40 countries worldwide.

With more than 11 per cent of town centre shopscurrently empty across the UK, the governmenthas announced plans to cut red tape to make iteasier for businesses to occupy empty premisesand open pop-up stores.

Communities secretary Eric Pickles intends to stoprestrictions that could potentially deter start-upbusinesses from occupying empty units. Picklesalso plans to relax planning rules controlling thetypes of businesses for which a shop can be used.

Ministers hope the deregulation will helpreinvigorate the high street by attracting morestart-up businesses, which would be free totemporarily change the use of an empty unit fortwo years. Currently, the “change of purpose”planning permission costs shop owners £1,200.

August/September 2012 cwb-online.co.uk 07�

Parenting website Lovedbyparents.com hasannounced its annual award winners for thebest brands and products as voted by parents.The competition, which received 44,000 votes,included a category for the best children’sclothing and outdoorwear.

The results included Poco Nido as the winner ofthe Best Baby Footwear category and Start-ritewinner of Best Toddler Footwear. Bonnie Babyreceived gold, and Angel’s Face (pictured) silverfor the Best Baby Fashion Brand. For BestToddler Fashion Brand, Bonnie Baby againreceived gold, Frugi silver, and Silversensebronze. Frugi was awarded gold for the BestJunior Fashion Brand, Bonnie Baby silver, andKozi Kidz bronze.

Miinto.co.uk, the UK arm of the online sales outletfor independent fashion retailers to expand theirbusiness through the web via an internationalplatform, has seen numbers of participating UKboutiques double since its launch in April.

With figures increasing on a daily basis, the sitenow plays host to over 100 UK boutiques and morethan 700 brands.

IndiaCoco is a new multichannel childrenswearretailer catering for nought to eight years. Set tooperate both online and in-store, it has launchedat www.indiacoco.com, with the first shop due toopen in 2013, followed by a roll-out across the UK.

Championing the best of British childrenswear, thebrand portfolio includes No Added Sugar, I LoveGorgeous and Frugi. For launch, the product offeris targeted, but will be developed in time throughcustomer feedback and via the retailer’s strategy ofsupporting new, up-and-coming talent.

IndiaCoco is the brainchild of marketing directorClaire Harper, whose retail expertise includes a roleat Mamas & Papas, where she successfully rolledout the brand internationally, and finance directorLee Williams, who has worked with UK retailers insenior commercial and financial roles.

Clarion, organiser of former consumer-onlyexhibition The Baby Show at Earls Court isintroducing a new format that will see the showalso cater for trade visitors.

Running on 26-28 October 2012, the event willhave dedicated trade features including a guide –available digitally in advance and in print at theshow – detailing all businesses with a tradeinterest. Other highlights include a private tradeand buyers’ lounge as well as the tradecompetition, Rattles to Riches, in whichcompanies present their latest ideas to key buyersand industry representatives.

The Association of Suppliers to the BritishClothing Industry (ASBCI) is addressing thefeasibility of moving garment manufacture back tothe UK in its first major industry conference in overfour years.

Taking place on Tuesday 25 September at The Marriott Worsley Park Hotel in Manchester, theone-day conference will platform speakers fromretail organisations, brands and garment industryprofessionals actively involved in sourcing andreviving the UK manufacturing sector.

The conference, which is sponsored by fashiontechnology solution specialist Lectra is open to ASBCI members at £95 and £145 to non-members.

The National Skills Academy for Retail haslaunched a new business mentoring scheme forindependent retailers and town centres acrossthe UK.

Created in partnership with professionalbusiness skills matching service Grey4Gold, the scheme is designed to be a cost-effectivemeans of supporting start-ups and helpingindependents grow their businesses. Much likea consultancy service, it allows retailers andtown-centre managers to gain access to ahandpicked team of experts, with all mentorsbeing ex-retailers able to provide guidance oncore retail areas.

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August/September 201208 �

EXECUTIVE DIRECTOR’S COMMENT: BUBBLE LONDON

NCWA Council: Chairman SHARON BEARDSWORTH Emile et Rose ManufacturerVice Chairman DAVID HULL AgentImm Past Chairman DAVID BURGESS David Luke Ltd ManufacturerTreasurer COLIN WILSON

Council Members: TONY RIDEWOOD APR Agencies 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

The news that inflation has fallen to 2.4 per cent has been warmly welcomed by commentators andparticularly by those in government. Most households, too, under pressure from stagnant or fallingincomes, will have breathed a sigh of relief as the rise in basic living costs eases. The largest downwardpressure on the Consumer Prices Index was, however, the 4.2 per cent fall in the prices of clothing andfootwear. Summer sales have started early, with more merchandise being discounted than usual.

I was not surprised at this news, for more than one retailer at Bubble London had told me that, while theyhad held out for as long as possible, they would soon be starting their sales. But, the message was followedby a more upbeat note – stock needed to be cleared so that they could take delivery of their a/w ranges.Much of the difficulty with the clothing market, both child and adult, has been due to an unusual patternof summer weather. There is nothing like a period of hot weather for encouraging consumers to refreshtheir summer wardrobe, but there has not even been a sunny Saturday to persuade the adults to buy a newT-shirt. Let us at least be grateful that children grow year-on-year and that babies keep being born, thusrefreshing the list of grandparents, uncles, aunts and godparents eager to buy a clothing gift. Incidentally,the one area of clothing where apparently there was no fall in prices was football shirts. Whatever thereason, I know that many companies had a fantastic two days at Bubble London. Yet again, event directorLindsay Hoyes and her team at ITE Moda put on a superb show, and the exhibitors responded withdisplays of stylish, cutting edge, beautiful merchandise. With a programme of seminars to complementthe merchandise on display, Bubble London has so much to offer exhibitor and visitor alike.

As thoughts turn towards the autumn selling season, NCWA is organising another full-day seminar on theSafety of Childrenswear in September. It will cover the European Cords and Drawstrings Standard and theBritish Code of Practice on Mechanical Safety. After a break of a couple of years, we are also holding ahalf-day seminar in September on Flammability, covering both the UK Regulations and the EuropeanStandard. While much of this concerns nightwear, do not forget that, for babies, there is no distinctionbetween daywear and nightwear. There seems to have been a flurry of activity by Trading StandardsOfficers over the last few months, with at least one successful prosecution being brought for a breach ofthe UK Regulations. Attendance at the seminars is restricted to NCWA members. For more informationvisit www.ncwa.co.uk, contact Michelle Payne on 020 7843 9488 or email [email protected].

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

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

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

• Membership costs from £85.

www.ragtagtiger.co.uk

In October 2007, RagTag Tiger launched an onlineoffering of childrenswear and a small selection ofouterwear. As the company grew, however, ownerNicki Hyde saw the main demand was for theoutdoor clothing. As a result, in 2010, sherefocused the business to specialise in this sector.Today, the website offers a range of waterproofsincluding raincoats, jackets, all-in-ones and rainsuits for six months to eight years as well as aselection of wellington boots. Brands stockedinclude Target Dry, Toby Tiger, Kozi Kidz,Didriksons and Hatley.

THE MERRYGOROUND

Gullane, East Lothian Established on 1 April 2005, The Merrygoroundretails clothes for girls and boys from birth to 10 years as well as a selection of accessories,soft toys, games and puzzles. The store’s brandportfolio includes Kissy Kissy, Lilly + Sid andToffee Moon and, according to owner ElaineRamanaunkas, Mayoral, Little Joules, Hatleyand Frugi are selling particularly well for s/s 12. www.themerrygoround.co.uk

August/September 2012 09�

Organic childrenswear label Frugi has appointedthree new employees at its HQ in Cornwall in a bidto further bolster its marketing and onlinepresence. Matt Machin, Emma Lydon and StephenBedster join the team as e-commerce, marketingand sales and e-marketing specialists respectively,and are tasked with building on the label’s growth.

Frugi, which currently employs 25 staff and sellsits range of organic clothing into over 500 retailersacross 46 countries, is also planning to appoint afull-time overseas trade account administrator, apart-time trade account administrator and a juniorclothing designer.

This season saw the launch of new UK girlswearlabel Frocks London, which offers girls’ dresses forages three to 10 years. The aim of the brand is to offer designs produced in premium naturalmaterials and provide creativity, comfort and fitwith close attention to detail on both the inside and outside of every garment.

The debut s/s 13 collection takes inspiration fromthe prevalent role played by colour in Easterncultures. Highlights include the Chinoiserie, Age of Innocence, and Watercolour Florals lines,each of which is characterised by blue flowers,pastels and pops of coral and purple respectively.Silhouettes focus on full skirts and basque waists,while embellishment is provided by ribbons,braided detailing and tulle.

Surf label O’Neill presents a collection for s/s 13targeting all-grown-up kids with a youthful take on its adult collection.

Maintaining a strong sense of childhoodinnocence, the latest offer for boys and girls isclosely aligned to its adult counterparts withwashed-out colours, sun-bleaching effects, digitalprints and graphic overlays. Echoing the retrotheme of its mainline range, O’Neill’s Retro Escapechildrenswear collection revisits the past with itsvintage summer styling, while the Idyllic Lab rangetakes on a quasi-psychedelic style focusing oncolour, vibrancy and energy.

Boys’ and girls’ footwear, accessories – includingbags and hats – and swimwear are also available.

Australian children’s footwear manufacturerSkeanie has teamed up with Tumble Tots, the UK’slargest physical play programme for children agedsix months to seven years. The partnership withTumble Tots, which accommodates more than45,000 children a week, will see Skeanieundertake joint research and development intochildren’s feet and their growth as well as carry outa number of joint promotional initiatives toincrease UK brand awareness.

“Tumble Tots is delighted to be working withSkeanie,” says Tumble Tots’ UK marketingmanager Nicola Parsons. “We are particularlyimpressed with the health benefits that Skeanieshoes provide to babies and toddlers, which helpimprove balance and coordination.”

Petit Bateau has embarked on a summer roadshowtour, which will see the label travel around Franceaboard a vintage caravan. The roadshow is a tried-and-tested marketing ploy for the brandwhich, in the 70s, would travel to the beaches ofFrance to meet and entertain customers withgames and competitions.

The brand’s first stop saw its caravan transformedinto a pop-up store at music festival Francofoliesde la Rochelle, where children were invited to takepart in an origami workshop. The tour has sincestopped at The Big Festival in Biarritz and willculminate in its appearance at the Rock en Seine in Paris on 24 August.

Childrenswear label Rachel Riley continues tobuild on its international expansion this seasonwith the introduction of New York departmentstores Bergdorf Goodman and Saks Fifth Avenueinto its stockist portfolio.

The brand’s network of independent stockistsoperates alongside its standalone retail businessmodel, which comprises two London stores and aretail outlet in New York. Plans for the brandinclude building on the strong international links ithas established in Europe and overseas and, inparticular, in the Japanese market.

Key styles this season include fine tailoring forboys and hand-smocked styles for girls in a colourpalette of soft pastels and seasonal brights.


Photography: steven visneau, swvphoto.com

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27 & 28 January 2013Business Design Centre, London

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A great mix of children’s productsA unique buying experience



HOW WILL PENSIONS AUTO-ENROLMENTAFFECT MY BUSINESS?

Pensions auto-enrolment is being introducedby the government to require all employers toenrol eligible members of staff into a qualifyingpension scheme. Consequently, over the nextfive years, eligible workers and employers willbe obliged to begin contributing to a pensionscheme. Implementing this initiative will have asignificant impact on businesses.

The scheme will be phased in from 1 October2012. The date on which a company joins (its“staging date”) will depend on the number ofindividuals in its PAYE scheme at 1 April 2012,with large employers joining straight away andsmall employers (of less than 50 individuals)joining between June 2015 and April 2017. We advise employers to visitwww.thepensionsregulator.gov.uk/staging toensure you are aware of your correct stagingdate and can prepare for the deadline.

Contributions for defined contribution pensionschemes, personal pension schemes and somehybrid pension schemes are being phased infrom the date of the employer’s staging dateuntil October 2018. Contributions from thestaging date to 30 September 2017 will be 1%of an employee’s qualifying earnings (namely,earnings of between £5,035 and £33,540).From 1 October 2017 to 30 September 2018 itwill increase to 2% and, from 1 October 2018onwards, employer minimum contributions willbe 3%. The duty to auto-enrol will apply toemployees aged between 22 and state pensionage (currently 65), those who are working inGreat Britain, and those earning in excess of theincome tax threshold (currently £8,105).

UNDERSTANDING RENTS AND RATES INTHE CURRENT CLIMATE

The selection of retail premises is an importantconsideration for independent retailers. Forstart-ups and those re-locating premises, thereare rent-free provisions or reduced rents onoffer as landlords feel the pinch. This positionhas been further exacerbated by the removal ofVacant Rates Relief for Landlords.

Retailers should be aware of currentgovernment schemes available to assist withbusiness rates. At present, commercialpremises with a rateable value of less than£6,000 receive 100 per cent exemption frombusiness rates. Retailers whose premises have arateable value of between £6,000 and £11,999receive relief on a sliding scale from 50 to 0 percent. Furthermore, an extension of the SmallBusiness Rate Multiplier now means this lowerrate is applied to properties with a rateablevalue of less than £18,000.

Retailers looking for new premises shouldnegotiate hard on the terms and recognise inthe present market that tenants hold the upperhand. It is important to ensure your leaseholdrepair liabilities are reasonable. Mostcommercial leases are Full Repairing andInsuring, meaning any defects or disrepairduring the term is the occupier’s responsibility.In order to limit your liability, insist on aschedule of condition, which documents thecondition of the property at leasecommencement and ensures you are requiredto yield-up the premises in no better state than you took it in. Appointing a solicitor tooversee the preparation of the leasedocumentation is advisable.

Employers should conduct an analysis of their workforce, as the auto-enrolment duty willcover a wide range of workers, not justemployed staff. The logistical requirements ofauto-enrolment should also be considered inrespect of your HR systems. Eligible workers areable to opt out of auto-enrolment, howeveremployers will have a duty to automatically enrolworkers back into the scheme every three years.

For smaller companies, it is unlikely you willhave to auto-enrol employees until a few years’time. However, forward planning is crucial toprepare for the future impact of the scheme.Assess your workforce to ascertain the numbers to be enrolled. Ascertain your futurepensions contributions and ensure they areprovided for in your company’s budget. Reviewyour current pension arrangements, investigateeligible pension schemes and start the process of setting up access for your staff.Review your HR systems, particularly in relationto potential amendments to payroll systems,and information compliance duties.

The Pensions Regulator will have responsibilityfor enforcing the provisions of auto-enrolmentand has the power to order penalties againstcompanies found in breach of their duties.Penalties for employers who do not comply withtheir duties may be fixed rate, or escalate overtime from £50 to £10,000 a day. The rate ofthe penalty will depend on various factorsincluding the size of the employer and theseriousness of the breach. Flat-rate penalties ofup to £5,000 may also be presented toemployers who use prohibited practices, suchas promotion for opting out of auto-enrolment.


How involved are you with your local BIDscheme? —I am the chairman of Ipswich Central – the BIDfor Ipswich – and have been involved since theproject was established in 2007. Our initial BIDran from 2007 to 2012, so we have justestablished our second BID this year.

How has the BID affected trading in Ipswich?—To summarise, what’s good for the town is goodfor us. Our first five-year BID project led to £3mbeing spent on promoting and improving thetown centre, so that’s good news for everyonewho operates within the Ipswich area. As acommunity of retailers, we have a joint vision tomake Ipswich East Anglia’s leading waterfronttown centre and that has brought us closertogether. We recently went live with ourwebsite – www.allaboutipswich.com – and weare looking at launching an online and mobilediscount scheme in the near future toencourage more footfall into the town centre.

What improvements have you seen in your areasince the BID came into force? —The BID focuses on raising standards ofcleanliness, town centre access and marketing,and we have seen direct improvements such asour town ranger street patrol scheme, which isfully operational. The proof for us came whenthe voting for BID 2 saw a much bigger majority of local businesses voting in favour than we sawfor BID 1. That’s direct proof that retailers hadseen the difference the BID had made andwanted to see the project continue.

How were you made aware of Winchester’s BIDscheme?—The Winchester BID team approached us soonafter we opened the store in March last year.They asked us to take part in the WinchesterBunny Hop, which turned out to be perfect forour newly-launched business. The Bunny Hop isan event aimed at local children in the area inour key age group, and it was a brilliant way ofgetting people through the door within sixweeks of our opening.

How has the BID helped your business? —The Winchester BID is very visible around thearea and in the local press. The BID teamorganises regular street parties, which is a greatthing for all local businesses concerned as itattracts more people to the city. Beyond all theparties and events, however, it has meant that Ican make my views heard. As an independentretailer, that is important because it means Ican get my views out there, alongside the larger multiples such as Marks & Spencer andLaura Ashley.

What is the BID working on at the moment? —I was at a meeting last week where parking inthe city centre was discussed, suggestions weremade and now our parking strategy haschanged. Through these committee meetings, I have also had the chance to meet otherretailers, which brings us together as acommunity. I definitely hope to see the BIDcontinue after the end of its initial contract.

How has your local BID scheme affected yourbusiness? —I only became aware of Essential Edinburgh –the city’s business improvement districtproject – very recently and, although thescheme has been up-and-running since July2008, I haven’t seen any positive impact on thecity or its local businesses.

What would you like to see from a BID? —Edinburgh is in desperate need of aregeneration project because of the impact thenew tram scheme is having on the city. Forseveral years, the city has been a completemess due to the installation of a tram network.The original completion date for it was 2008,but we are now looking at 2014 because theproject keeps running out of money. Theconsequence is that traffic cannot get aroundthe city, and impact on local businesses hasbeen devastating. Now would be the perfecttime for a business improvement project, so it’sa shame Essential Edinburgh has not beenmore pro-active.

How would projects designed to attract morevisitors to the city help you as an independentretailer? —Anything that our BID could do to attract morepeople into the city would help to counteract the difficulties we are currently facing. I spoketo a Spanish tourist recently who had made thetrip to Edinburgh because he had heard it wasone of the most beautiful cities in the world. He described arriving here as being akin toarriving in a warzone. I have always been proudto live and trade here, but more help is neededfrom our BID team to restore Edinburgh to itsformer glory.




MINI BUGS BOUTIQUE

Buxton, DerbyshireTogether with clothing from Frugi, Green Baby,Organics for Kids, Grubbies, Crew Clothing andI Love Gorgeous, Mini Bugs Boutique in Buxtonoffers a wide range of gifts and creative toys.The business, run by sisters Claire and RachelHoodith, was an idea the duo had in mind foryears before taking the leap in April to turn theirjoint dream into reality.

“There was a shop Rachel and I used to go to as kids that we were always so excited to visitand spend our pocket money in,” says Claire.“We wanted to try and re-create the wow-factorwe used to get there.”

In terms of developing the business, a websiteis launching this month, and the sisters are also planning loyalty cards, potentially introducingmaternitywear, and are in talks over developingthe Mini Bugs branding into own-label clothing,a series of books and children’s gifts. www.minibugsboutique.co.uk


LE LOUP

Eastbourne, East SussexEstablished in 2011, Le Loup is a children’s andwomen’s clothing, lifestyle and gift store ownedby Gemma Sayers, with childrenswear frombrands such as Hatley, Tootsa MacGinty, PowellCraft, Lilly + Sid, Olive & Moss, Frugi, Aden +Anais and Emile et Rose. Sayers has recentlyintroduced a loyalty card scheme and baby layetteoffer and is now planning secret sales and eventsfor customers signed up to her mailing list. www.leloup.co.uk

HOME AND KIDS

Maritza Masiello opened family lifestyle shopHome & Kids in Hither Green, London, in2008, followed by a website in September 2011.As of August, the business will be online-only,complemented by a showroom at Masiello’shome. Masiello’s blog will play an integral rolein promoting the website, featuring editoriallinking back to the store’s stock, which for kidsincludes products from Helen Gordon, Djeco,Rice, Petra Boase and Brio.www.homeandkids.co.uk

JOHN LEWIS TO ANCHOR LEEDS DEVELOPMENT

LATEST IDEAS FOR SHOP FITTINGS

FENDI OPENS FIRST SINGLE-BRAND KIDS’ STORE

Dolly Rocker Kids, which has stores in Westfield Stratford City and

Great Dunmow, Essex, has launched an ecommerce website at

dollyrockerkids.com. The retailer’s newonline presence will help retain sales

during the Olympics, providingcustomers unable to get to its Westfield

store due to car-park closures with a way to shop.

Parents, children, celebrities and pressgathered at Aubaine at SelfridgesLondon last month to celebrate thelaunch of Step2wo’s Heart & Solecollection in collaboration with theBritish Heart Foundation. Guests at

the traditional tea-party themed event included Rachel Stevens and

Jasmine Guinness, who both designedranges for the charitable cause.

THE LITTLE BLUE OWL

The Little Blue Owl recently won accolades in two ofthe parenting website Loved By Parents 2012 Awardcategories; receiving Gold for Best IndependentRetailer and Silver for Best Online Retailer. OwnersEleanor Gardner and Jennie Piggott are thrilled withthe recognition of the hard work they’ve put intotheir nursery store, which went live in July 2011.Receiving 3,000 hits per month, it stocks nurseryfurniture, room accessories such as bedding andwall stickers and, more recently, toys and gifts. www.thelittleblueowl.co.uk

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

August/September 2012

03: ATSUYO ET AKIKO

Founded in 2007, New York label Atsuyo etAkiko offers handcrafted and locally madeclothing and accessories for nought to six years.Mixing French and Japanese design influences,the collection includes organic T-shirts, tutus,sweaters, gold and silver fine jewellery,cushions, bags and hair accessories. There arealso Mickey and Minnie Mouse and Winnie thePooh product lines following the brand’scollaboration with Disney last year. Wholesaleprices range from $5 to $300. www.atsuyoetakiko.com

01: MORLEY

Belgian label Morley launched to market in2010 with a range of clothing and accessoriesfor children aged six months to 16 years. Softmaterials and bright colours form the basis ofthe collection, together with understatedseparates in washed out cottons, aged denimsmixed with luxury fabrics and prints, and asprinkling of partywear pieces. Wholesale pricesrange from ¤14 to ¤42. www.morleyforkids.be

02: RAYIL

New for 2012 and launched in the UK for s/s 13,Rayil is a US childrenswear label manufacturedin India. Catering for boys and girls aged two toeight years, the brand’s aim is to blendtraditional Indian fabrics and silhouettes withWestern styling. The initial collection has 32pieces designed to be mixed and matched,including tops, tunics, skirts, dresses, wovenleggings, maxi skirts, stoles and a cape.Wholesale prices range from $12.25 to $21.25.www.rayilkids.com

04: PUREBABY

Established in Australia for 10 years, Purebabyis now targeting the UK and Europe with itsorganic range for boys and girls aged nought tofive years. Offering three collections – Basic,Classic and Highlight – the s/s 13 themes forgirls are vintage florals, nautical motifs anddifferent cultures. For boys, themes comprisecircus, travel and traditional nautical. Thenewborn collection has a neutral colour palettewith highlights of pale pink and blue.Wholesale prices are around £8.85 to £20. www.purebaby.com.au

05: CACHAREL

S/s 13 marks the official relaunch of theCacharel childrenswear range, following theunveiling of a capsule babywear collection fors/s 12. Structured around three lines, itcomprises Baby for three months to three years;Children, for girls and boys aged four to 12; andDressy, for girls aged four to 14. Butterflies,flowers, light pleats and delicate knitwear arekey for girls, and casual styling, bold graphicprints and rock influences for boys. Wholesaleprices are available on request.www.cacharel.fr

�18



Bestselling children’s footwear brands overall for s/s 12

Start-rite

01Clarks

02Start-rite

03HushPuppies

Clarks Lelli Kelly

01Clarks

02Start-rite

03Hush Puppies

Bestselling back-to-school footwear brandsBestselling infant footwear brands

Bestselling boys’ footwear brands Bestselling girls’ footwear brands

01 Clarks

03 Ricosta02 Geox

Bestselling special-occasion footwear brands

03Lotus

01 LelliKelly

02Step 2wo

03 Clarks

02 Start-rite

01 Lelli Kelly



Laura Turner: CWF recently underwentrestructuring and embarked on a developmentprogramme. What did it entail? Kevin Thompson: We have fully realigned thedesign and sourcing capability of theorganisation. The business model has movedfrom one creative department that managed allof the CWF brands, to a more dynamic model.Each brand has its own brand manager with ateam that is responsible for designing,developing and bringing the product to marketin line with consumer expectations regardingthe price, quality and a timely delivery. The newstructure has allowed us to move quicker bothin terms of product development and delivery tomarket. This is underlined by our wholesaleteams presenting product to our independentssome six weeks ahead of prior seasons, which inturn will mean fewer cancellations and a moreeffective control on potential excess inventories.It benefits our wholesale clients and ensures wekeep a control on product and protect themarket positioning of the CWF brands.

LT: CWF is launching its own label, Billieblush,for s/s 13. What opportunities does venturinginto own label offer? And, equally, how willBillieblush benefit from CWF’s strength andexpertise?KT: The new brand offers an opportunity for theCWF group to expand its presence into newtypes of medium/high end points ofdistribution or new geographical territories notcovered by its current licence agreements.Billieblush will benefit from the global CWF

expertise from production to distribution as wellas its strong trading relationships with manymulti-brand stores in the UK, Europe, Asia andthe Middle East.

LT: What was the reasoning behind makingBillieblush a girls’ collection and focusing it onthe 0-12 age group? KT: We have one of the strongest boys’ labelsfrom a European perspective in Timberland.However, within our current portfolio of brands,we felt that we did not have the perfect girlcomplement from a price positioning andeverydaywear perspective to match up withTimberland. With the launch of Billieblush, wenow have a great offer for both boys and girls.Billieblush as a girls-only brand matchesperfectly with the boys-only offer fromTimberland. We have always maintained thatour licence brands are, and will remain, ourcore business, so any future review of newlabels will only enhance our current portfolio.The style, quality and competitive pricing ofBillieblush means it is the perfect complementto the group’s range of licensed brands.

LT: How would you describe the look ofBillieblush and its USP?KT: We wanted to develop a versatile range thatwould accommodate “the little girl’s bigmoments”, combining comfort foreverydaywear with sophistication for specialoccasions. Billieblush is unique in that sense –a complete little girl’s wardrobe includingfootwear and accessories offered by a single


brand. Due to its pricing, Billieblush will sit wellwith lower price labels as well as designerbrands. It slots in the middle, complementingboth premium and casual labels because of itsdesigner “look” and high quality finish, withoutthe expensive price tag.

LT: What are the key themes for the debut s/s 13 collection? KT: The collection consists of four themes and abeachwear capsule for both infant and kidsegments. Themes have been devised to createcomplete looks, combining outfits withcoordinated accessories. Lady Jane – a themecreated with current 50s-inspired trends inmind – is all about pretty tea dresses,cardigans, frilly leggings and cute handbags tomatch every outfit. Princess Petit Pois is a morecasual theme that allows little modern dayprincesses to have fun mixing pieces such asdot-printed denim skirts and luscious colourstriped tops. Jardin Anglais offers complete

outfits for those memorable special occasions,while the Lady Glam theme is all about sequinsand sparkles that will be perfect for her firstparties with friends. Key pieces are a floweryPeter Pan collar, vintage-inspired dress, spottedsee-through mac with matching wellies andumbrella, and sparkly tulle ballerina-inspireddress. In terms of wholesale pricing, the rangeis very affordable, with individual pieces pricedfrom £3 to £23 on average.

LT: The collection is currently split into infantand kid segments, with a babywear line tofollow. When will the babywear officially launch,and what will the line comprise?KT: Babywear will launch in s/s 14. It’s a littletoo early for me to be precise, but it will contain lots of gifting pieces and strong coordinated sets.

LT: What is the target number of accounts,both for the UK and in total? KT: We will position the brand within ourcurrent distribution; we are in an enviableposition of having active relationships with mostof the quality childrenswear stores in the UKand Europe. CWF also has a good balance ofmulti-brand shops and department stores thatsit alongside our consumer-direct approach viaconcessions and own stores. I do not have aspecific target in regards to accounts other thangiving Billieblush a good geographical coverageand multichannel approach.

LT: What types of stores are you aiming for?KT: We will be targeting Billieblush within ourexisting distribution in the UK, whichcomprises quality independents anddepartment stores. We also have concessions inHouse of Fraser and two standalone stores inWestfield London and Westfield Stratford.

LT: What is the long-term vision for Billieblushand CWF as a whole? KT: Any company or brand is in part dictated bythe sector, and the kidswear sector is a greatplace to do business. In menswear orwomenswear, we might make a begrudgingpurchase because we need a coat or a new pairof trousers for work. In kidswear, this is hardlyever the case; every purchase from £10 to £200is a pleasure and a family event for the parentwhether it be for a birth, christening,confirmation, birthday party or even back toschool. The joy we get from dressing our kids ispriceless, so when I see the news on the TVwith the banking crisis and all of the things weas normal people can’t control, it’s great to workin a sector that brings joy to families. Our long-term vision for CWF is based aroundcontinuing to work with and partnerinternational brands in producing greatkidswear product, nurturing and developing ourtrading relationships in the sector and, last butnot least, enjoy what we do – it’s a damn sightbetter than banking!


CALIFORNIA DREAMING: This wearable preppy look features soft cuts, pastel shades and dainty prints combined with pale denims or, for a moreformal look, tailored pieces such as chinos and belted lightweight jackets.

SUNSHINE KID:Appearing throughout many a s/s collection this season was the colour yellow. From pale pastels to vivid brights anddarker mustard tones with flashes of fluorescent and everything in between.

GO RETRO: This retro look harks back to fashion trends from the 80s. Colours are bright and include flashes of neon; cuts are simple;prints are bold; and detailing is kept to a minimum, typically in the form of motif embroidery and zips.


GOOD SPORT: The sporty look this season includes cable-knit cricket vests, zipped sports jackets and polo shirts. Emulations of vintageAmerican sportswear, such as baseball jackets and sweatshirts, also feature.

PRAIRIE STYLE: Key pieces in this simple and wholesome look include dungarees, yolk and pinafore dresses, smock tops and waistcoats.Detailing is kept minimal, appearing as simple embroidery or patchwork.

FRILLS AND RUFFLES: This season, skirts and dresses featuring tiers, layers and frills are key. The use of different fabric patterns and colours addsextra interest, as do slim-cut bodices on dresses to exaggerate volume in the skirt.

BOLD PRINT: Statement prints create a focal point to an outfit, especially when used with a bright colour palette. This season, populardesigns include florals and animals, with horse prints key for s/s 13.

Tel: +44 0758 311 6811Email: [email protected]

www.nativebelleboutique.com


Judges Laura Turner, editor of CWB magazine; Bianca Wessel, editor of international blog Little Scandinavian; Suzanne Peters from KidsStyle Junkie blog; and Jane Wiles, owner of retail store Not So Big,chose organic childrenswear label Indikidual as this year’s winner of the Stand Out Competition for the most creative use of stand space.


01 Bubble London event directorLindsay Hoyes presentingwinner Syreeta Johnson,Indikidual brand founder anddesigner, with her prize for the best stand

02 Rock n Regal stand03 Little Troll stand

The judges commended the brand’s dedication to its branding,with every aspect of the stand’s design reflecting the image of thelabel and its latest s/s collection. Runners up in the competitionwere new exhibitor Little Troll, whose stand featured a wall of ice-cream cones filled with the fabric colour options for its capsulerange of dresses, and Rock n Regal who, in keeping with its brandimage and collaboration with Abbey Road Recording Studios, hadincorporated musical instruments as props, including amicrophone stand as a clothes rack.

On the opening day of the show, visitors were given an exclusive behind-the-scenes insight into a live, childrenswear photo shoot.Organised in association with CWB magazine and photographed by Jay Hunting, the shoot took place in the gallery bay area where stylistFran Lee created outfits from key pieces handpicked from exhibitors. Seethe end results of the shoot on page 32, and for more information onstylist Fran Lee – how she selected the outfits for the shoot, her favourites/s 13 collections from the show and her views on the childrenswearsector as a whole – read her exclusive interview on cwb-online.co.uk.

First on the s/s 13 show circuit running on 17-18 June at the BusinessDesign Centre, Islington, Bubble London kicked off the childrenswearseason, playing host to over 250 collections and around 80 branddebuts. The 1.4 per cent increase in year-on-year visitor figures istestament to the show’s unique, handpicked product mix of fashion,footwear, accessories and lifestyle collections, which attracted keybuyers from the UK, Ireland, Argentina, Hong Kong, the US, Australia,Japan and Russia.

Newcomers to the event included Aston Martin, Tom & Drew, CofucuBaby, Rayil, Derhy Kids, Little Creative Factory, Word by Swing,Moochic Baby, Poco Nido, and Purebaby. Meanwhile, among the keyreturns were Aravore, Silvian Heach Kids, Il Gufo, Name It, Molo,Paglie, Aden + Anais, Hucklebones, Mini A Ture, No Added Sugar,Poppy, Rachel Riley, Jessie and James London and Pippo.

In addition to bringing visitors an exciting product mix, here is whatelse Bubble London had to offer this season.

This season saw the launch of the Bubble Homegrown campaign to endorse labels that are designed and manufactured in the UK. Markedby an installation in the venue’s entrance, featuring products from Britishbrands exhibiting at the show, the campaign helped enlighten visitorsand buyers to the key advantages of British design and production,including creative control, product longevity and low carbon emissions.

Commenting on the campaign, Amanda Rabor, owner and designer of Isossy Children, says, “Bubble London is the event that embracesdifferences and encourages brands to show their quirks and be proud of what makes them different to the mainstream. British brands have somuch to offer, and Bubble is at the forefront of representing like-mindedlabels.” Melanie Salisbury, owner and designer of Rock n Regal adds, “We are working with British mills and specialist dressmakers to finish ourgarments as it’s important to maintain premium quality. The nature ofour garments is rooted in British heritage, and there is such a highrespect globally for British products.” Brands whose products werefeatured in the installation included Isossy Children, Beau Loves, Immink,Inch Blue, Tulip & Nettle, Little Mashers and Organics for Kids.


01 (L-R) Rosa Wiland, Little Duckling; Emma Parkes–McQueen, Rockabye-Baby; Ashlyn Gibson, Olive Loves Alfie; Sara Levy, PureBaby

02 Cofucu Baby team03 (L-R) Rikke Nielsen Lamego, Molo; Rhiannon Bradford, Molo; Mogens Jepsen, Molo;

Lars Pedersen, Molo; Gareth Griffiths, Bonnie Baby04 Fun & Fun team05 (L-R) Sophie Blecha, Aden + Anais; Jennie Rose, Aden + Anais; Keely Deininger,

Little Linens; Samia Khan, Aden + Anais; Roz Bridges, Amazon06 Joanna Vickers, The Friendly Party Bag Co; Catherine Lobley, Poco Nido.

Bubble London’s businessseminar programme, Look Who’s Talking,returned this season withan extended offering forthe s/s 13 edition. Theseminars, which are freefor all visitors to attend,addressed vital industryissues such as cashhandling, customerservice, social media,trend forecasting and PR and marketing.


Jonny Hewlett is not the easiest of people to pin

down for a chat. The UK country manager ofDiesel is one busy man; in charge ofimplementing the Italian premium brand’sglobal strategy across the UK and Ireland, withkey elements including the turnaround anddevelopment of womenswear and kidswear, aswell as the advancement of the brand into afully fledged lifestyle offer. And it doesn’t looklike his schedule is going to ease up any timesoon, having been freshly promoted to theadditional position of country manager DieselNordic, which will come into effect this monthand covers the extra territories of Scandinaviaand Finland.

But when we finally do get to speak, he’s jovialand relaxed while also focused andknowledgeable about the business, with anevident passion for his role, which he took onthree and a half years ago. The job at hand isvast – Diesel, one of Italy’s most famous exportsand leading denim brands – is 18 months into afive-year business plan and global restructure.It is reviewing pretty much every element of the business and centres around a big pushon its womenswear side, as well as thedevelopment of its kidswear offer in the UKmarket. “We have some exciting plans in thepipeline for the next two to three years,” saysHewlett. “We sat down last year and did a full


review of the brand, where we are in the market,our competition, benchmarks and futureopportunities, and we are now working onimplementing these plans.”

Hewlett came to Diesel from Procter & Gamble(P&G), and has since been successfully drivingthe fortunes of the company in the UK andIreland. “I was responsible for the FineFragrance division, which is probably as close tofashion as P&G gets,” he quips. Working closelywith Diesel’s CEO, Daniela Riccardi, who alsojoined the company from P&G in 2010, Hewletthas been analysing each segment of Diesel’sproduct offer and putting in place structuresthat are aimed at maximising the growthpotential of each. Those who know and workwith him praise Hewlett for his down-to-earthattitude and sharp business mind, which isclearly coming in handy for Diesel’s ambitiousplans. The brand’s ambitions for its kidswearoffer are clear and straightforward, namely “tomirror the adult business” which, according toHewlett, “offers huge opportunities for theItalian brand due to the scale of the businessand mini-me consumer attitude.”

Diesel’s kidswear offer is comprehensive anddivided into Diesel Baby, covering three to 24months; Diesel Kid, ranging from two to 10years; Diesel Junior, aimed at the six to 16 agegroup; and Kids footwear, from “crib” to Eurosize 39. Price points are anchored between£45 and £140 retail for five pockets, £20 and£40 for tees and £30 to £110 for footwear. Notonly does kidswear in general offer bigexpansion potential, but the UK marketspecifically is yet to be fully maximised.Currently, the brand has 50 accounts across itskidswear offer, with key stockists including thelikes of Harrods, Fenwick, Alex and Alexa andChildrensalon, while indies such as AccentJunior in Leeds, Diffusion in Wolverhampton,

Jellyrolls in Leicester, Progeny in Aberdeen andTen Little Monkeys in Manchester complementthe network of stores. “We are primarilyfocusing on premium childrenswear andlifestyle stores as well as fashion-led e-commerce sites,” says Hewlett, who placesDiesel Kids adjacent to the childrenswear offersof the likes of Scotch & Soda, Tommy Hilfigerand Ralph Lauren.

One of Diesel’s strengths is clearly its hugeappetite for novelty and innovation, with thebrand constantly developing new facets of thelabel on both its adult and kidswear offer. ForDiesel Kids, the brand recently launchedseasonal flash collections that pick up on keytrends and offer selected top-ups in-season.For a/w 12, Diesel Kids collaborated with HelloKitty on a unique project that saw the popularkids’ character being given a wilder, more rockylook, aimed at girls from two to 10 years. Lastmonth, the brand worked exclusively withHarrods on the launch of Diesel x Swarovski,consisting of three exclusive pieces featuringSwarovski crystals, including a denim jackettreated with light manual abrasions andembellished with different sized crystals, a five-pocket skinny jean featuring a double lineof Swarovski crystals on each leg, as well as along-sleeved tee sporting the sentence, “I see

you crystal clear” with a sprinkling of crystals,aimed at girls aged six to 16.

At this season’s Pitti Bimbo, the brand’s onlytrade show presence – though Hewlett revealshe is considering a UK trade show in thefuture – Diesel Kids presented its s/s 13collection, which is focused on a theme of rock,optimism, creative colours and a relaxedattitude. Furthermore, Diesel is expanding its“spare parts” range, adding more bags,accessories and premium apparel stylesfollowing the synergy of the adult collection.

It seems, both commercially and in terms ofproduct, Diesel is not leaving anything to chance,and is taking account of every aspect of thebusiness. “We’re looking at the whole package –the product, the quality, communication, wherewe distribute, brand adjacencies, VM, storedesign and so on – to ensure we are consistenton every level,” Hewlett asserts. It’s all aidingthe brand’s pursuit to become one of theleading global lifestyle labels. “When you lookat the transition of the brand, the more we cando with the Diesel twist, the more it will reaffirmour lifestyle ambitions,” says Hewlett. Andkidswear is certainly one important part of theoverall mosaic that is the Diesel brand. Askedabout his long-term vision for Diesel Kids,Hewlett doesn’t hesitate. “We want to create ajourney for our customer so they stay with usfrom childhood to adulthood, from kids to 55DSL through Diesel to Diesel Black Gold,” hesays. Ambitious this may be but, somehow, youdon’t doubt he will achieve just that.

LondonCaLLing

our favourite looks ofspring/summer 2013, takenfrom Bubble London.


Opposite pageHerbie wears:Shirt, Phister + Philina, £19,01935 826071Trousers, Rock n Regal, £31,07985 392705T-shirt, Little Mashers, £7.50, 020 8925 3683 Braces, Rock n Regal, £17.50,07985 392705Bracelets, stylist’s own Nora wears: Yellow playsuit, Little Duckling,£13.95, 020 7348 7316 Bow on hat, Verity Jones, £2.20,020 7486 1310Hat and bracelets, stylist’s own

This page Nora wears: Shirt, Emma Levine, £14.50,07720 677639Jumpsuit, Green Kids, £12, 020 7226 4345 Neck scarf, Grubbies, £7, 07909 017664 Necklace, stylist’s own


Left Nora wears: Top, Marmalade & Mash,£14.50, 07850 897304 Leggings, Emma Levine, £9,07720 677639Shoes, I Love Gorgeous, £15,0844 371 3301Necklace, stylist’s own

Right Herbie wears: Cardigan, Phister + Philina,£14.25, 01935 826 071Jeans, Molo, £22.70, 020 7250 0569T-shirt, Dandy Star, £11, 020 7923 7208 Hat and sunglasses, stylist’s own

Left Herbie wears: Top, Bob & Blossom, £8,01273 679497Trousers, Rock n Regal, £31,07985 392705Braces, Rock n Regal,£17.50, 07985 392705Shoes, stylist’s own Nora wears: Cardigan, No Added Sugar,£27, 020 7226 323 Dress, No Added Sugar, £34,020 7226 323Shoes, stylist’s own

Right Nora wears: Jacket, Marmalade & Mash,£37.50, 07850 897304Dress, I Love Gorgeous, £26,0844 371 3301 Leggings, shoes andnecklace, stylist’s own


Herbie wears: T-shirt, Molo, £9.95, 020 7250 0569Trousers, Molo, £12.70, 020 7250 0569 Shoes, hat and necktie, stylist’s own


Left Nora wears: Stripe dress, Rockabye-Baby,£12.50-£13.50, 01442 382571Purple wig, stylist’s own

Right Herbie wears: Tie-dye shirt, Emma Levine,£15, 07720 677639 Shorts, Little Linens, £13-£15, 01474 813660 Rolling Stones T-shirt, Fabric Flavours, £9, 020 7443 7973Sandals, Angulus, £40.80,07855 509069

Left Herbie wears: Hoody, Tootsa Macginty,£13.50, 07977 239817Shorts, Me Too, ¤9.41, 0045 76412900 Trainers, Pippo, £20, 0191 246 1474 Sunglasses and wristband,stylist’s own

Right Nora wears:Sweatshirt, Lilly + Sid, £14,01788 332278Gingham shorts, Loud Apparel, ¤12, 020 7241 2456 Shoes, socks and flower inhair, stylist’s own


Herbie wears: Jacket, Marmalade & Mash, £37.50, 07850 897304Shorts, Marmalade & Mash, £20.50, 07850 897304 T-shirt, Dandy Star, £11, 020 7923 7208 Shoes, Pippo, £20, 0191 246 1474

Nora wears:T-shirt, Loud Apparel, ¤22, 020 7241 2456 Tutu skirt, Angel’s Face, £16, 01474 813660 Silver shoes, I Love Gorgeous, £15, 0844 371 3301Glasses, stylist’s own

Models: Herbie Templeman and Nora Shields, both from Urban Angels,www.urbanangelsagency.comStylist: Fran Lee, www.franleestylist.co.uk Photographer: Jay Hunting, www.splendidpicture.co.ukHair & make-up: Liv Lundelius, www.makeup.livlundelius.com



ANGULUS

Danish brand Angulus returns thisseason with its children’s collection ofsimple, Nordic footwear designs featuringclean shapes, quality chrome-freeleathers and an extensive choice ofcolours. Styles include sandals, shortboots and both formal and casual shoes.Stand T20


PRIMIGI

This season’s collection from Primigi comprisesfour themes; Spring Flowers, Colour’s Sound,Fish & Chips, and New Explorer. Colours spanfrom pastels through to deep and bright shades,with fluorescent tones found in detailing suchas prints, laces, soles and seams. Stand S29

FLY LONDON

Fly London’s footwear range for childrenconsists of 40 style options for girls and 12 forboys. Emphasis is placed on casual styling andcomfort, with key colours for s/s 13 includingpistachio, turquoise and yellow.Stand U11

SPERRY TOP-SIDER

Sperry, the nautical performance and lifestylebrand for men, women and children, takesinspiration from life on and around the sea fors/s 13. The children’s footwear range featuresmodern lifestyle designs together with originalstyles inspired by the brand’s adult footwear.Stand U38

SUPERFIT

Colour is key for the new s/s 13 collection fromSuperfit. New styles have been added to providestockists with an even wider choice and a shoefor every occasion, with all styles available insizes 18 through to 43.Stand S26

RICOSTA

This season, Ricosta presents a colourfulcollection featuring a variety of materialsincluding canvas and leather. Newdevelopments can be found in girls’ pumps,sporty styles for boys, and in sporty sandals inthe brand’s Pepino range. A new, casual-styleschool shoe for boys also features.Stand S21

FRODDO

Bright shades of yellow and turquoise togetherwith various shades of blue and green feature inthe new s/s 13 collection from Italian-designedand Croatian-made Froddo. Key to the offer is arange of brightly coloured summer shoes andankle boots designed to cater for thechangeable UK weather. Stand U20

MELANIA

Established for over 45 years, Italian brandMelania has a wide selection of children’sfootwear styles for s/s 13, created from carefullyselected leathers and featuring intricateattention to detail. Additionally, for UK buyers,all invoicing is carried out in GBP.Stand T39


PINEAPPLE FOOTWEAR

After launching children’s footwear in early2010, Pineapple Footwear is now available ininfant sizes 4-9. Like the older girls’ range, theinfant styles feature all the fun, colour andsparkle of the Pineapple Dance Studios brand.Stand V26

PODLERS

Three new lines are available from Podlers thisseason. They are a flashing lights collection forboys and girls; the true toddlers’ range withgenerous fit soles, bright colours, flex soles andbreathable linings; and a new slim-line fit linefor older girls. Stand X9

ROBEEZ

The brightly coloured s/s 13 collection frombaby and toddler soft-sole footwear brandRobeez includes animal, vehicle and flowerdesigns. Other highlights include mini-mestyles and a new wrap-around design with anembroidered outsole. Stand U38

BOBUX

Bobux has two new ranges available forchildren’s developing feet. Step Up, withrounded shoe styles and flexible soles, offersbarefoot comfort for infants learning to walk.The new I-Walk range combines different typesof leather for hard-wearing, breathable stylesfor active children. Stand S31

LELLI KELLY

This season, Lelli Kelly is launching Lelli KellyZoo, a collection inspired by the animal worldand featuring a zebra, elephant, giraffe andpelican. Shoes can be sold with the same animalon the front of both shoes, or can be mixed and matched. Stand T21

KEDS

The latest s/s children’s collection from Kedsfeatures classic trainer styles and sandals in achoice of traditional or bright and fashionablecolours. The collection offers designs cateringfor every occasion, ranging from back-to-schoolfootwear through to party shoes. Stand U38

PEDIPED FOOTWEAR

The latest collection from Pediped includesMemory Foam Technology insoles, machinewashable uppers and a Flexible Fit system,where shoes come with an additional 2mminsole to customise fit. A new Ultra LightAthletic range is also available. Stand U28


FROY & DIND: Printed tin box, from ¤1.90, 07855 360384

EBULOBO: Wooden stacking bear, £12.28,0845 519 0516

BELLE & BOO: Melamine picnic set, £7.50,0117 924 6382

SEBRA: Race track printed cushion, £30,0045 75541803

P’KOLINO: Clothes tree, £40,020 8853 8355

Main image:KITTY KAY – MAKE & SEW: Felt hanging butterfly kit,£37.50 for a pack of 10, 01788 567858

SGT SMITH £7, 01457 854422

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ANGELIKA LONDON£40, 01638 730746

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FABRIC FLAVOURS £8, 020 7195 2234

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MILK & CEREAL £8.50, 07429 408683

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TAPETE ¤11.45, 01380 859900

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LITTLE MASHERS£8.50

020 8925 3683—

Kids clothing, exclusive designs on fair trade& organic cotton

www.milkandcereal.co.ukTel:07429408683 [email protected]

Kids clothing, exclusive adedesigns on fair tr

& organic cotton

.milkandcerwwwel:07429408683 sales@milkandcerTTel:07429408683 sales@milkandcer

Kids clothing, exclusive ade

eal.co.uk.milkandcereal.co.uk el:07429408683 sales@milkandcer


01: MAKE YOUR OWN BATH BOMB KITThe Homemade Company £6.9007976 910993

04: BABY TIGHTS FOR BOYSLittle Titans £6.50 including gift box07786 071667

02: OWL PIGGY BANKKG Design £4.7501270 879900

05: VINTAGE CIRCUS LUNCH BOXBlafre£5.3001270 879900

03: PRESS STUD T-SHIRT ICONS Candy Queen Store£3 each07827 746075

06: APPLE HAIR CLIPBaba + Boo£107814 315385

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51: School news

52:School opinion

Back-to-school sales

54:A uniform approach

The Schoolwear Association’s latest finding on attitudes

to school uniform

56:School stock:

Back-to-school footwear

ROWLINSON



Opro, known for its range of custom-fit andOproShield self-fit mouth guards, has expandedits offer of protective equipment to include headguards and shoulder pads.

Available through its sports equipment division –Opro 360 – both items are fully IRB approved bythe International Rugby Board and come in childand adult sizes.

Grip mitts, which comply with the IRB alternativedress code, are also supplied by Opro 360, offeredin both child and adult sizes. Wholesale prices areavailable on request.

Footwear brand Pod has launched its mostcompetitive back-to-school (BTS) range to date in abid to support retailers and stimulate sales for thecoming season. The brand has divided the 2012BTS range into two main price brackets, offeringretailers more variations in terms of price and style options.

The core BTS line features new innovative hologrambranding and panelled upper designs, withselected styles available from an EU size 27 to 52.The second BTS collection, meanwhile, features anew lightweight sole and achieves an RRP £5below the core range through sourcing newmaterial suppliers and specialised factories.

Schoolwear supplier David Luke will relaunch itswebsite this month with a brand new look in linewith its Eco and Fun campaign, designed for itseco-friendly range of schoolwear.

A new feature of the site will allow the schoolwearsupplier to direct customers to retail stores sellingDavid Luke products. The retailer’s website will beadded to each specific product page, offeringconsumers an easy click-through service topurchase the garment.

The option for shoppers to locate their neareststockist with a postcode search service willcontinue, giving consumers a number of ways topurchase David Luke products.

Schoolwear supplier Trutex has selected thewinners of its recent modelling competition,designed to find new faces for its 2013 campaign.

Receiving near to 500 entrants, the winners weredecided by a judging panel made up of Trutexemployees, photography studio Fab Studios andmodelling agency Eurokids.

Trutex developed a unique Facebook app forchildren to enter the competition, which requiredthe applicant to “like” the supplier first, beforeuploading pictures and details.

The winners – Alicia Shepherd and Max Roberts(pictured) – are the recipients of a photo shoot with Fab Studios and 12 months’ modellingrepresentation with agency Eurokids.

The Fashion and Textile Children’s Trust (FTCT) isreturning as the chosen charity for The SchoolwearShow for the second consecutive year.

The FTCT provides grants to support the wellbeing of children whose parent or carer has a trade connection with the UK fashion andtextile industry. This can include respite for a child who is a registered carer for a parent, or extra tutorial support for a young person withlearning difficulties.

“We are thrilled to be working with The SchoolwearShow again in October; its support is invaluable,”says Anna Pangbourne, director of the FTCT. “By allowing us a stand at the show, it is enablingus to meet parents and carers and raise awarenessof the support our grants can give.”


What’s new for the back-to-school season this year? —We have introduced some new lines for a localschool’s new sixth-form uniform comprisingcotton-blend jumpers, cardigans and tank tops.We have also introduced a new line of girls’trousers and some add-on sales items for thesports sector including shin guards, mouth-protectors, tracksuit bottoms andgeneral sports socks. Overall, we have increasedeach school’s offer, but we have also introducedoptional extras that are made to order.

How has the customer’s approach to spendingchanged since last year? —Parents are definitely spending less during theback-to-school period and topping up in theEaster or Christmas break. In particular, wehave noticed that parents are cutting back onthe number of made-to-measure sweatshirtsand polo shirts they buy, and that sportswear ismade to last that extra year if possible. We try to ease the pressure on customers by offeringan initial 20 per cent discount on orders withfull payment required on delivery.

How are you promoting your back-to-schoolrange this year? —We are running various promotions throughsocial media platforms to tie in with theOlympics and raise awareness of our sportsoffer. We are also trying to maximise thepotential of our own website through GoogleAdwords. Going forward, we would like to seemore promotional material from schoolwearsuppliers, in particular unbranded brochuresthat we could show to schools and ParentTeacher Associations.

What sort of threat has the high street posedto you as an independent retailer this year? —As with every year, the threat from the highstreet is there, and if parents are particularlyprice-conscious, that’s where they will go.However, we have noticed that some customerswho have tried buying school uniforms from thehigh street have gravitated back to us becausethey have realised the quality of brandedschoolwear is far superior. They might buyseveral plain white shirts from the high street ata lower price, but then they realise the fabric issee-through and not the same quality as from abrand such as Trutex.

How have you promoted your back-to-schoolrange this year? —We have advertised our back-to-school offer in the local press as we do every year. However,we also like to sponsor local school footballteams as a way of promoting our business. It’sraising awareness directly among our end-users,so it makes sense to us to complement ourpress advertising with something more directlyrelated to the product we are selling.

How supportive have your suppliers been? —We have absolutely no complaints on any level.The suppliers provide us with the quality we need to set us aside from the high street, andmany go the extra mile in supporting us withpoint-of-sale material. This year, footwear label Gola has been providing us with bags andTrutex has supplied some point-of-sale material,so we’re very happy.

How has consumer attitude towards spendingchanged this year? —The back-to-school period is definitely startinglater. We are seeing a trend for parents investingin one or two key items at the start and thencoming back in to buy other things over thenext few weeks. Basically, parents know theyneed to spend the money on school uniformbut they are trying to spread the cost whereverpossible to ease the pressure on their finances.

How do you work with your local schools duringthis period? —We tend to focus all of our marketing efforts on promoting our range within schools becausethat is the most relevant method for us. Theschools are generally very helpful and co-operative, because we are providing a goodservice to the parents of their pupils. Wesometimes receive feedback from parentsasking us to stock particular school uniformsfor other schools, because they want to buyfrom us.

Do you feel there is a threat from the highstreet when it comes to schoolwear? —I think the supermarkets and high-street chains are putting more and more effort intoselling schoolwear online, and I don’t thinkthat’s a popular choice for many parents.Schoolwear is something that needs to be tried on, and parents want to touch the product and feel it in their hands before theyinvest in it. In that respect, we are certainlyholding our own against the high street becauseparents can come into the store and receive notonly high-quality goods, but also excellentcustomer service.

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

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Around this time of year, from late Julyonwards, the national media puts the price ofschool uniform harshly under the spotlight and,subsequently, the school-specific sector underfire. At the time of writing this piece, forinstance, a story has just broken that Tesco haslanded the first blow in the supermarket pricewars by offering a uniform for a mere £4.50.The problem is, and what is very rarelyaddressed in the national media much to thefrustration of specialist schoolwear industry, isthat there is much more to the business ofschool uniform than price alone.

And so, in its role as the dedicated trade bodyfor the school specific sector, The SchoolwearAssociation (SA) has armed itself with somehard facts and figures to help fight the cornerof its 200 plus members who collectively clothemillions of school children and supply productsto over 75 per cent of the UK’s schools. Toobtain this information, it has, in collaborationwith YouGov, carried out extensive research viafocus groups and surveys to reveal what parentsand teachers actually think of school uniformand specialist schoolwear shops. So, what weretheir views?

Well, 19 out of 20 people surveyed linked goodbehaviour to wearing a consistent, traditionaluniform during school time, supporting thecurrent trend of “back to basics” on schoolattire. Additionally, the SA found 90 per cent ofparents surveyed who have children at a stateschool where uniform is required, thought itwas an important factor in helping maintain

discipline, and one that needs to be fullyutilised. The consensus being that uniform is a “classical conditioning” process; it placeschildren in a frame of mind so when they put school uniform on, they understand froman early age that they will be going to school to learn and concentrate, rather than simply to play. Discipline has always been a hot topic in the education sector and one that parents are now placing higher up on their agenda as a priority for their offspring. This is reinforcedby the fact that the SA has seen a trendincrease in formal schoolwear, with itssubsequent research supporting the fact thatparents, teachers and even schoolchildren wantschool uniform back.

It is reassuring for the SA to see the trendturning to favour the durability and addeddisciplinary benefits of uniform, as well as itslongevity, quality and value. Notably, 87 per centof parents thought school uniform representedgood value. One parent, who deemed schooluniform “excellent value for money”, put theprice issue into perspective when she statedthat she could buy the whole of her youngestdaughter’s uniform from her local schoolwearstore for less than a pair of branded shoes –and the uniform will last longer.

Other benefits of school uniform that werehighlighted in the research included creatingan individuality for a school and the strong,positive message generated by branded schooluniform being important and not something tobe dismissed lightly.

It was also clear among the teachers surveyedthat uniform is an important tool in theclassroom in terms of helping the teachingprocess. Comments included that it helps to create strong school values, gives children asense of belonging, generates discipline butalso, on a more practical level, makes it easierfor teachers to keep tabs on pupils outside ofthe school gates.

The SA also found teachers believed wearingrecognisable school uniform is also a helpfuldeterrent against bad conduct in public, aspupils are easily reportable. Teachers alsobelieved, like parents, that uniform placeschildren in the right mind set for studying, thattheir uniform helps prepare them forprofessional life, and provides a level playingfield in terms of status and trend, allowingchildren to focus on the task in hand. The main consensus from the teachers’ point ofview was that school is a place to learn and be


The Schoolwear Association’s (SA) 2012 research comprised twofocus groups among parents and teachers and two YouGov surveysamong parents with children attending a state school where uniformis required.

DISCIPLINE AND BEHAVIOUR:The SA has always believed that putting on a school uniform in themorning puts school children in the right mindset for their day interms of both discipline and learning. • Seventy-nine per cent of parents surveyed also believe that studentswearing a uniform helps maintain discipline in schools. This view isfairly consistent across the country but most pronounced in theNorth, where this figure rises to 86 per cent. Just 9 per cent of allparents surveyed disagree. • Just one in five parents interviewed (21 per cent) doubt the ability ofschool uniform to positively influence pupil behaviour (rising to 27per cent among those that expressed an opinion either way).• Teachers interviewed in the focus group suggested they don’t havenon-uniform days because the last time they did, the behaviourdeteriorated.

PRICE AND VALUE FOR MONEY:The SA has always understood that value for money is key when itcomes to school uniform: but value is about more than just price. • Price is the most important factor for parents surveyed when itcomes to buying school uniform – 97 per cent believe it is either“very” or “fairly important”. Parents surveyed in London are lessconcerned about price, with 13 per cent saying it is not “veryimportant”.• That said, both quality and longevity – how long the uniform lasts –are extremely close behind price in terms of importance, with 96 percent and 95 per cent of parents surveyed saying each is either “very”or “fairly important”, respectively.• Almost three-quarters (73 per cent) of parents surveyed agree thatschool uniform is definitely better value than allowing children towear their own clothes to school (rising to 87 per cent among thosethat agreed or disagreed). • Eighty-three per cent of parents surveyed who expressed an opinioneither way do not agree that school uniform is less convenient thanchildren wearing own clothes.

• A slightly higher proportion of parents surveyed with children at state primary school believe uniform is better value than “mufti” –74 per cent of state primary school parents versus 68 per cent ofstate secondary school parents (88 per cent and 84 per cent whenlooking at those that expressed an opinion either way).• Seventy-seven per cent of parents surveyed believe that £30 – a sum quoted by The SA – is “average” or “good value” for a primaryschool uniform.

PRODUCT RANGE AND SERVICE:Children aren’t “one size fits all”, and the SA wanted to highlight theneed for variety of product range and service.• Parents surveyed are less enthusiastic about the range of sizesavailable in supermarkets (39 per cent) than they are about the price(55 per cent) – this is most pronounced in the capital where just 16per cent said they felt supermarkets had the best range. • More than half the parents surveyed (53 per cent) said that theirindependent retailer or school shop stocking school uniform all-year-round was something that it did well.• Almost as many (45 per cent) cited their ability to understand theuniform needs of the child and the school as something they do well. • Brand is generally not perceived to be an important factor forparents surveyed when buying school uniform – just 20 per cent saythat it is. • Forty per cent of parents surveyed placed importance on a shop’sability to provide a fitting or alterations service for uniforms.

SAFETY AND SECURITY:The SA believes an easily identifiable school uniform is a valuable toolkeeping children safe, a view that has been reinforced by groups suchas police forces in the past.Parents in the focus groups said: • “I believe school uniform creates a discrete identity, delineates thetransition between home and school, helps the children become partof a team or group, and instils discipline and a sense of belonging tosomewhere special.”• “Wearing a recognisable uniform is a deterrent against bad conductin public. They are easily reportable!”

educated, and anything that facilitates thisprocess is encouraged.

Commenting on the research, SchoolwearAssociation chairman Howard Wilder says,“We know that a quality, specialised uniform cancreate a strong identity for a school. We firmlybelieve that school uniform is part of ourcultural heritage; it provides the wearer withmany benefits including a ‘clothes discipline’and the right mindset for school.

“A distinctive uniform can promote aninvaluable sense of community within schools,aiding security and a sense of belonging, as well as improving attendance and generalbehaviour,” he continues. “We are happy thatour research has shown that teachers andparents also recognise its value for theirchildren and want to use it to its best advantage.”

KK Model

KK Model

For more information on The Schoolwear Association, or to become a member,visit www.schoolwearassociation.co.uk.


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03: HUSH PUPPIESPrice on request020 7860 0100

06: PEDIPED£17.9507703 856072

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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, SALTY DOGEstablished 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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A: Aden & Anais 020 7801 6279 www.adenandanais.com: Angel’s Face 01474 813660www.angels-face.co.uk : Angelika London 01638 730746 www.angelikalondon.com : Angulus07855 509069 www.angulus.dk : Aravore 0208 347 5752 www.aravore-babies.com : ASBCI01422 354666 www.asbci.co.uk

B: Baba + Boo 07814 315385 www.babaandboo.com : Belle & Boo 0117 924 6382www.booboobelle.com : Billieblush 020 8964 8605 www.groupecwf.fr : Blafre 01270 879900www.nordicbarn.co.uk : Bob & Blossom 01273 679497 www.bobandblossom.com : Bobux 07769177865 www.bobux.co.uk : Boolems 07624 206681 www.boolems.com : Bonnie Baby 020 31373502 www.bonniebaby.co.uk

C: Candy Queen Store 07976 910993 www.candyqueenstore.com : Caribee 0131 554 5555www.caribee-uk.com : Clarks www.clarks.co.uk : Corby Tindersticks 07834 270320www.corbytindersticks.com : Cyd & Emma 07956 625292

D: Danco 020 7613 5076 www.dancofootwear.com : Dandy Star 020 7923 7208www.dandystar.com : Darcy Brown 01672 838069 : David Luke 0161 272 7474www.davidluke.com : Diesel Kid 020 7520 7737 www.diesel.com

E: Ebulobo 0845 519 0516 www.jou-joux.com : Elfie London 07799 065852www.elfielondon.com : Emma Levine 01784 477885 www.emmalevine.net

F: Fabric Flavours 020 7443 7973 www.fabricflavours.com : Fendi 0039 07312301www.simonetta.it : Fly London 07957 232790 www.flylondon.com : French Connection Kids01992 538003 www.flyersgroup.com : Froddo 01727 760101 www.kidsnewshoes.com : Frugi01326 572828 www.welovefrugi.com : Frocks London 07875 693864 www.frockslondon.com :Froy & Dind 07855 360384 www.froydind.be : Fun & Fun 0039 813151635 www.fun-fun.it

G: Geox 020 7833 8811 www.geox.it : Green Kids 020 7226 4345 www.greenbaby.com :Grubbies 07887 631217 www.grubbies.co.uk

H: Hucklebones 020 3137 3503 www.hucklebones.co.uk : Hush Puppies 020 7860 0100www.hushpuppies.com

I: Il Gufo 0039 0423951300 www.ilgufo.it : I Love Gorgeous 01748 822055www.ilovegorgeous.co.uk : IndiaCoco 0845 475 0911 www.indiacoco.com

K: Keds 07584 102537 www.keds.eu : KG Design 01270 879900 www.nordicbarn.co.uk : Kite Kids 01202 733222 www.kite-kids.co.uk : Kitty Kay 01788 567858 www.kittykay.co.uk

L: Lelli Kelly 0039 0583431219 www.lellikelly.it : Lilly + Sid 07789 397092 www.lillyandsid.com: Little Duckling 020 7348 7316 www.little-duckling.co.uk : Little Linens 01474 813660www.littlelinens.co.uk : Little Mashers 020 8925 3683 www.littlemashers.com : Little Titans07786 071667 www.littletitans.co.uk : Little Troll 01462 612407 www.little-troll.co.uk : Lotuswww.lotusshoes.co.uk : Loud Apparel 020 72412 456 www.loud-apparel.com : Loved by Parentswww.lovedbyparents.com

M:Marmalade & Mash 07850 897304 www.marmaladeandmash.co.uk : Maxomorra 01334659047 www.maxomorra.com : Melania 07850 008834 www.melania.it : Me Too 004576412902 www.metoo.dk : Michiko and Me 07949 081068 www.michikoandme.com : Miinto08456 436555 www.miinto.co.uk : Milk & Cereal 07429 408683 www.milkandcereal.co.uk :Mini A Ture 020 7348 7316 www.miniature.dk : Moda 01484 846069 moda-uk.co.uk. : Molo07718 987756 www.molo-kids.com

N: National Skills Academy for Retail 020 7462 5089 www.nsaforretail.com : No Added Sugar020 7226 2323 www.noaddedsugar.com

O: O’Neill 01243 673666 www.oneill.com : Opro 01442 430696 www.opro.com

P: Pediped 07703 856072 www.pediped.com : Petit Bateau 020 7462 5770 www.petit-bateau.com : Phister + Philina 01935 826071 www.purekids.dk : Pineapple Footwear 01992769612 www.pineapplefootwear.com : Pippo 01912 461474 www.pippofootwear.com : P’Kolino020 8853 8355 www.ganderkids.co.uk : Podlers 01234 240440 www.pod-footwear.com :Poppy 01642 790000 www.poppy-children.co.uk : Primigi 020 8567 2384 www.primigi.it

R: Rachel Riley www.rachelriley.co.uk 020 7935 7007 : Ricosta 0116 259 7427 www.ricosta.co.uk: Robeez 07584 102537 www.striderite.com : Rockabye-Baby 01442 382571 www.rockabye-baby.com : Rock n Regal 07985 392705 www.rocknregal.com

S: Sebra 0045 75541803 www.sebra .dk : Sgt.Smith 01457 854422 www.sgtsmith.com :Silvian Heach Kids 07771 898977 www.silvianheachkids.it : Skeanie 0161 374 0713www.skeanie.co.uk : Snugs & Snails 0035 3867338107 www.slugsandsnails.ie : Sperry Top-Sider07584 102537 www.striderite.com : Star Child 01509 817601 www.star-child.co.uk : Start-rite01603 595200 www.startriteshoes.com : Step 2wo 020 8446 4795 www.step2wo.com : SturdyKids 01242 285999 www.sturdykids.co.uk : Superfit 07775 995547 www.superfit.at

T: Tapete 01380 859900 www.tapete.nl : The Baby Show Earls Court 0871 231 0844www.thebabyshow.co.uk/earls-court : The Fashion and Textile Children’s Trust 020 7170 4117www.ftct.org.ukThe Homemade Company 07976 910993 www.thehomemadecompany.com :Tootsa MacGinty 07977 239817 www.tootsamacginty.com : Toughees 01202 701587www.newbrandslimited.co.uk : Trutex 01200 421202 www.trutex.com

V: Verity Jones 020 7486 1310 www.verityjoneslondon.com

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LAURA TURNER: Why did you decide tobecome brand ambassador for Start-ritechildren’s shoes? MYLEENE KLASS: It’s a perfect fit; I was raisedas a “Start-rite baby”, wearing nothing butStart-rite fitted footwear, so I have done thesame with my own children. I admire the ethosof the company and its heritage.

LT: What are you doing throughout 2012 inyour role as brand ambassador?MK: Essentially, I want to spread the word tomums and dads that, when it comes to buyingyour children their shoes, it is important to gettheir feet measured and shoes correctly fitted.As parents, we worry constantly about ourchildren eating the right food, whether they arewrapped up warmly and so on; feet can veryeasily get forgotten and yet they will carry themthrough their lives.

LT: Which are your favourite styles from thecurrent Start-rite collection?MK: The traditional Mary Jane style, Louisa, ismy daughter Ava’s favourite. Now my youngestdaughter Hero is walking, I also love the cuteBubble style, which is an ideal first walkingleather shoe for girls in a T-bar design.

LT: What was your favourite pair of shoes as a child?MK: A black patent pair that had a giant,sparkly jewel in the centre of each shoe.

LT: Has working with Start-rite made you wantto do more on the children’s footwear frontgoing forward?MK: Absolutely. Watch this space closely!

LT: What other work have you done in thechildren’s fashion sector? MK: I have my own children’s fashion brand,BabyK, which is stocked and distributedinternationally through Mothercare. It’s availablein 29 countries and like my third baby! Thededication, time and effort that has gone intothe range is something I'm very proud of, and Ihave huge admiration for the team that workstirelessly on it to make it the success it is.

LT: What is your work ethic, and what qualitiesdo you look for in those you work with?MK: I personally love my work and enjoy beingpart of a creative team. I love that the Start-riteteam are dedicated, strong, artistic andenterprising, and they have the best sense ofhumour. They make the entire process ofcreating and delivering shoes to little onesexciting and rewarding.

LT: Do you have a business mentor?MK: I am very instinct-led, and believe thatnothing is impossible. I admire women likeKaren Brady and Hilary Devey; mothers inbusiness who essentially do it all. They learnttheir craft rather than being handed their titles,and have climbed up the ranks.



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