Bogumila Stroka is the founder and CEO of YNot Design, a London-based company that offers advice, guidance and resources that empower business owners to achieve their goals and develop successful wholesale strategies and collaborations.
Laura Turner: What led you to establish YNot Design?
Bogumila Stroka: I’ve been working in the industry for over eight years, helping to connect beautiful, high-quality brands with retailers and eshops across Europe. Before founding YNot Design, I worked as an international buyer for an Italian ecommerce store specialising in home décor. During that time, I noticed a gap: many suppliers had fantastic products but struggled to connect with retailers, often because they didn’t know how to prepare the right offers or communicate effectively with buyers. That realisation sparked the idea for YNot Design. I wanted to bridge that gap and help brands not just sell their products, but also navigate the complexities of working with retailers. We currently operate both in the UK and internationally. We’re based in London, with part of our team here and others working remotely from Poland and Italy. This allows us to cover a wider area and maintain closer relationships with our partners across Europe.
LT: How would you describe YNot Design’s mission and ethos?
BS: Our mission is simple: to make the wholesale process smoother for both manufacturers and retailers. We want to support both sides, not only with sales, but also with marketing strategies. We’re committed to promoting European-made, sustainable products, because this approach supports local economies, reduces carbon footprints and ensures higher quality standards. We carefully vet every brand before it joins our portfolio. Our goal is to offer retailers top-quality products as well as a seamless collaboration experience. We develop strategies to help brands gain market interest and international recognition, while also fostering long-term, reliable partnerships with retailers.
LT: What services do you offer specifically to retailers?
BS: For retailers, we act as a comprehensive sales department, representing multiple brands in one place. This allows them to source various products from our portfolio with ease. We offer expert advice on selecting bestsellers, provide well-organised price lists, and supply marketing materials. Our friendly team is always available to assist, whether the retailer is working with one or multiple brands from our collection. We aim to make the entire process as seamless as possible, from start to finish.
LT: How do you work with manufacturers?
BS: For manufacturers, we offer a wide range of services, from branding and growth strategy development to marketing and sales support across Europe. Running a business can be challenging, so we take on the responsibility of optimising their product offerings, teaching them industry best practices and managing sales operations. Our goal is to help them expand their reseller networks and grow their presence internationally.
LT: Can you tell us more about your B2B platform?
BS: Our B2B platform is designed to provide a user-friendly, ecommerce-like experience for retailers. By logging in at www.ynotdesign.co, retailers gain direct access to wholesale pricing, trade conditions, shipping costs, marketing materials and the latest catalogues for each brand. We’re not an anonymous platform, we’re a team of people behind it, ready to offer personalised assistance in product selection. The platform helps buyers and purchasing managers easily evaluate offers and better understand potential profit margins by having all the necessary information in one place.
LT: What does your portfolio offer in terms of kids’ product?
BS: We currently represent seven European brands that manufacture a wide range of children’s products. These include nursery furniture, decorative lamps for babies, wall decorations, Moses baskets, and an extensive collection of textiles such as baby nests, teepees, playmats and pillows.
LT: Is children’s product an area YNot Design is looking to grow?
BS: We’re always open to supporting new brands within the home décor and children’s product sectors. We’ve seen a growing demand for items that are both playful and practical for kids’ rooms, and we’re interested in expanding this segment to meet that need. We’re committed to helping brands grow internationally, especially those that align with our values of sustainability and quality.
LT: What are the criteria for the companies you work with?
BS: For retailers, we’re open to partnering with businesses of any size. Every partner is equally important to us. For brands, we maintain high standards to ensure the quality of our portfolio. We typically work with manufacturers that are already established, can guarantee scalable production and have awareness of the dynamics of the wholesale field. However, we also offer consultancy services for emerging brands that are just starting their journey, providing them with valuable tools and insights to help them succeed.
LT: How can retailers and manufacturers get more information?
BS: The best way to learn more is by visiting our website, emailing us at office@ynotdesign.co, or following us on Instagram. I also run a separate account, @ynot_design_academy, with business tips for manufacturers, which stems from a guidebook I wrote on best practices for brand owners.