Its baby products are 'designed by parents for parents'
Having turned over £750,000 in 2021, the brand has doubled takings this year to £1.5m and is set to break the £2m barrier within the next 12 months. Joining industry-leading brands like BMW, Philips and Bose, the Keighley-based children’s product manufacturer has also recently won the prestigious Red Dot Design Concept Award 2022 for its brand-new hybrid side sleeper and travel crib.
Ashley remembers: “In 1999, as part of my Product Design course at Derby University, I did a placement with Mamas and Papas and designed, on paper, a bag for parents to carry all their children’s bits and pieces in. I created lots of posters and presentations to display and describe my work to my university tutors.“Then I remember one day we found all my university documents folded up and stored away underneath the bed in our family home.
In the beginning, the brothers decided to focus on bags and began with a single product – a practical, unisex changing bag. True to the edict “it’s not what you know, it’s who you know,” Jamie used a buyer contact of his from John Lewis to introduce a sample. The company saw the immense value of the product and decided to launch it within its stores – within 24 hours, the range had sold out.
“Many manufacturers will have a tagline on their products along the lines of making lives easier. We believe that this can sometimes be simply a ‘tick box’ exercise whereas we’re proud to be able to say that our products are genuinely designed to make life easier.” The Red Dot is a recognised international seal for excellence in design innovation. Winning a Red Dot is a highly effective way to communicate design, innovation, and leadership, and increase brand value.
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