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Our nightwear brand caters for the ages 1 to 16 years, with the main focus being the 1-10 years age range. All designed ‘in house’ and with predominantly traditional styling. Our aim was to supply and sell quality Classic nightwear that didn’t have the latest licensed character on the front, something we didn’t like as mothers to young children at the time. The range has expanded now to include skinny fit PJs suitable for the US and Australian markets.
Due to a fantastic opportunity that came about through the long standing relationship with our factory in China, we created our special occassionwear brand back in 2012. It was launched at the trade show ‘Bubble London’ at the start of 2013.
Although we started with Christenings in mind, we have developed the range to include Flower Girl and Special Occasion wear.
Since our introduction to House of Fraser at that show, we became the biggest children’s Special Occasion wear brand on the House of Fraser digital platform for many years until their collapse in August 2018. The new owner has yet to build the stores back into the business it once was.
Sales and Marketing
The brands are now sold predominantly through our own websites and House of Fraser. Additional sales avenues come from Amazon and two ‘members only’ websites – Brand Alley & Secret Sales.
We also sell Heritage Internationally through distributors in Canada & Australia
We have been working with TK Maxx for a couple of seasons on exclusive designs to them, using the brand label.
Each brand has it’s own independent website with a current Newsletter distribution of over 36,000 email subscriptions.
Our main social media platforms are ‘Facebook’ and ‘Instagram’. We also have Twitter accounts for both brands but don’t find it very useful for generating sales.
We have 1,860 followers on Facebook. All Social media platforms would benefit from additional work to grow our audience and promote the brands.
Both ranges are currently produced in Hong Kong/China, with additional styles being produced in India.
As we have worked in the highly stringent and rigorous children’s wear industry for many years we are proficient in working to very strict quality and safety guidelines to meet British standards. We are aware of, and implement all needle damage policies, button pull tests, stud reports, safe dyeing and printing techniques. Our factories all conform to current British safety laws and work with other UK companies so are fully aware of what is required for UK retailers.
We have a warehouse that we lease. Both owners work from home
Warehouse in Dorking, Surrey.
Huge! Our biggest weakness is marketing. Digital marketing and social media. The business has changed so much and the main source of income needs to come from online sales. This is where the company needs investment
Pyjamas brands and special occasion wear brands.
They need investment to ensure their future. The brands have been a labour of love for us for many many years. However the business has changed a lot of the last few years and we do not have the expertise in marketing to build both brands. We are keen for them to be sold to someone who could nurture them and bring them back to where they should and can be.
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