The childrenswear sector has evolved significantly over the years, with changes in buying patterns, marketing techniques, technology and fashion trends. AliOli Kids has been adapting to these changes since it was established in the South of England in 2015, leveraging its sector experience while continuously seeking new opportunities. With recent developments including the opening of a Spanish office in Madrid and new brands joining the agency’s portfolio, CWB speaks to owner Catherine Brookes to learn more.

 

Laura Turner: What’s the backstory to AliOli Kids?

Catherine Brookes: I founded AliOli Kids in 2015 at London’s Chelsea Harbour. After Covid, the showroom moved to Poole in Dorset, which is closer to home. Having launched my own childrenswear brand back in 2010, I came across so many other beautiful brands. The agency was founded with a view to promoting predominately Spanish brands that did not yet have a voice in the UK market. In terms of services, we are a multidisciplinary agency offering brand representation in the UK market as well as marketing, PR and manufacturing.

 

 

LT: You’ve represented leading Spanish brand Condor for a number of years. What does the collection offer?

CB: I am proud to say that Condor has been with us for 15 years – that’s 30 collections. Condor offers classic children’s and baby hosiery in an unrivalled variety of colours and styles, as well as babywear and accessories. The brand manufactures everything at its factory near Barcelona, which means that it has been able to adapt quickly to new trends without compromising its core values. Recently, it has added wool, organic cotton and bamboo ranges to its collection. We also work with Condor to produce own brand products for a select number of British childrenswear brands.

LT: Can you tell us more about the two childrenswear brands you’ve recently added to AliOli Kids’ portfolio?

CB: Yes, we are very excited to be representing Birinit Petit (pictured top) and Luca and Rosa London exclusively in the UK. Birinit Petit is a joyous, quirky brand from Zaragoza in Spain that spans newborn, baby and child, as well as a womenswear collection. Luca and Rosa London is our first sleepwear brand. Using soft organic cotton and exploring her Italian heritage, founder Sabrina has produced an award-winning range of baby and children’s sleepwear to encourage healthy sleeping patterns. We also work with trusted factories in Spain to manufacture collections for several larger British childrenswear brands.

 

 

LT: What do you look for in the childrenswear brands you represent, and are you planning to take on more?

CB: We look for modern brands that offer something unique to the UK market. As well as the quality and style of the collections, we look at economic factors such as good margins for stockists and capacity for production. The brand also has to sit well in the UK and offer something extraordinary to the consumer. Our brands reflect our own values of integrity, professionalism and innovation, and we would certainly consider taking on another brand in the future.

LT: Other recent developments for the agency include the opening of a Spanish subsidiary office in Madrid. How will this enhance the business?

CB: We’re excited about the opening of the Madrid office, as it enables us to be close to clients and factories in Spain. A number of clients for whom we manage manufacturing have design departments in the Spanish capital, and as an agency that has always been involved in the childrenswear sector in Spain, it made sense to have a presence in that market.

LT: What other key connections do you have in the Spanish market?

CB: The Spanish consumer market for childrenswear continues to grow and consumers are hungry for new brands. Spain is also often viewed as the gateway to Latin American markets. Through our work with department store chains El Corte Ingles in Spain, and Liverpool and Palacio de Hierro in Mexico, we hope to promote British brands in Spain and further afield.

 

 

LT: Will you be showing your brands at any trade events this summer?

CB: We will be at Playtime Paris with Birinit Petit this June, and of course, we will be inviting stockists to our showrooms in London and Wetherby in July.

LT: What’s next for the agency?

CB: We hope to add a footwear brand to our brand portfolio in the near future. In the short term, we continue to work to promote our brands and fulfil their sales, manufacture and marketing requirements. In the long term, we would love to add more British brands to our portfolio for the Spanish and Latin American markets.

LT: How can a brand or retailer learn more about AliOli Kids?

CB: They can visit our website and for any specific enquiries please contact catherine@aliolikids.com.