CWB’s Laura Turner catches up with Jen Fuller, founder of baby sensory brand Etta Loves, to hear more about the company’s international expansion.

 

Laura Turner: The last time we spoke was at Harrogate International Nursery Fair in October 2022. How was the show for you?

Jen Fuller: It was a brilliant show for us. Not only was it a moment to take stock of how far we have come, but we also managed to push active conversations over the finish line by meeting the buyers at the show and them being able to fully understand the brand and see the quality of the range. We signed up John Lewis and JoJo Maman Bébé and, just as importantly, strengthened relationships with existing suppliers such as Natural Baby Shower.

LT: How have you been growing the brand’s international distribution?

JF: We launched the American arm of Etta Loves in 2021 in line with the Keith Haring collaboration dropping and have since been picked up by some big US retail accounts alongside prestigious art galleries and gorgeous indies. We’ve also been gaining traction in the UAE and China, but most recently launched our European warehouse in the Netherlands to be able to serve our EU friends, especially all our Irish customers that we lost post-Brexit. It’s been a big year for international expansion so far, and it’s encouraging to see proof of concept outside of the UK market.

LT: Can you tell us more about Etta Loves’ latest products?

JF: Our last launch in spring was our natural rubber bath toys and teethers (pictured), which have been a huge success. In autumn the big news is an extension of our Keith Haring Foundation licence into these categories. However, I’m not sure the world is ready for Keith Haring bath toys – there has never been anything as cool for babies before!

LT: How is the brand embracing sustainable and responsible business practices?

JF: Our production process ensures we only work with responsible factories – both socially and environmentally – and this has always been a key pillar for Etta Loves. We have also shifted all our bamboo cotton muslin to 100% GOTS-certified organic cotton after extensive research into the negatives of bamboo production. Any filling material has been changed to recycled polyester too, and we very intentionally chose to produce our latest bath toys and teethers in natural rubber, not silicone. We have lots of exciting new products in the pipeline, but the biggest challenge is finding the right materials for them and avoiding the use of plastics.

LT: You’re also in the process of applying for B Corp certification?

JF: Yes, I think being accountable for your business’ sustainable practices is a huge part of being able to continue to do things better, especially as you grow. We have always been very aware of our impact and have consistently worked on our environmental impact alongside the social impact we can have. I’ll be very proud to receive our certification as it shows we are growing responsibly and making good choices for people and the planet. After all, we’re delivering products for the next generation, it would be hugely destructive to leave the world in a worse place for them.

LT: Can buyers see Etta Loves at any trade shows this year?

JF: Yes, we’re exhibiting at Kind + Jugend in Cologne this September, so I’m in the thick of stand design as we speak. I’m looking forward to meeting potential stockists at the show.

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

JF: Short-term is managed growth, great retailer, distributor and production partnerships, and a happy and fulfilled team. We’ll continue to launch new products and collaborations at our considered and steady pace – making sure that the science of sight that makes us so unique is always at the forefront of our design. And of course, B Corp certification.

Longer term the aim is to build a global brand, known and trusted by parents to deliver the optimum visual support for their baby and make their day easier, too. The route to getting there depends on a few factors that will play out in the next 12 months, but I’m feeling confident that we’re on the right path.

For further information on Etta Loves, please click here.