Award-winning British childrenswear brand Dinoski has completed its rebranding to ROARSOME. The rebrand reflects the evolution of the brand’s vision of character-based and sustainable outdoor childrenswear and builds on a strategic mission to help families enjoy great outdoor adventures, whatever the weather.

All products will now feature ROARSOME branding

The rebrand to ROARSOME sees the roll-out of a fresh new visual identity complemented by the brand’s fun and friendly typeface logo. Gift boxes with the iconic Dinoski leopard print – available with online orders only – are replaced with more vibrant, stylised and colourful palettes. They also pay homage to the brand’s original family of animal characters, including Spike the Dinosaur, Hop the Bunny and Sparkle the Unicorn.

In addition to the product and packaging changes, visual merchandising has been updated to capture the playful essence of the brand to further immerse consumers in the brand’s imaginative world.

 

 

ROARSOME has been the brand’s registered name since Dinoski’s inception in 2018. The decision to sunset ‘Dinoski’ reflects the company’s successful diversification and scaling of its product from a children’s skiwear brand to a broader outdoor family adventure business. In the last four years, the brand has grown by 600%. Its products are also sold by over 70 retailers in 14 countries worldwide, including John Lewis, Next and Selfridges in the UK, and Bloomingdales and Harvey Nichols in Dubai.

Commenting is Will Chapman, co-founder of ROARSOME. “When we launched Dinoski, our character-themed ski collection filled a gap in the market for fun, imaginative and sustainable outdoor clothing for children. Since then we’ve continued to grow and now see ourselves at the heart of all outdoor family adventures.

“Dinoski will always be part of our history, but the future is ROARSOME. We want to continue to invite consumers to join us in our brand world with a range of exceptional products and experiences and join our journey to becoming the No.1 outdoor family adventure brand in the world.”

The evolution of the brand has seen ROARSOME widen its product collection

 

 

This includes the introduction of swimwear and rainwear. Plus, broker partnerships with the likes of Peter Rabbit, WWF and Paw Patrol, alongside outdoor family adventures. Its travel arm, ROARSOME Adventures, offers families glamping holidays in its fleet of converted American school buses and ski holidays in Europe.

ROARSOME is projected to continue to increase year-on-year sales by 100% in 2023. Ecommerce is now the brand’s biggest source of sales, and winterwear is still the most popular product collection, with the signature snowsuits and winter jackets amongst the biggest sellers via the brand website. Currently, UK shoppers comprise more than half of all sales online, followed by the US, China and South Korea.

Expansion in existing and new international markets, the introduction of new products, licensing deals, and plans for an international warehouse partner, are all expected to lead to further significant growth this year, with ambitious forecasts in place for the next five years.

Financial targets sit alongside plans for the business to achieve B Corporation certification within the next two years

 

 

Also commenting is Ed Lewis-Pratt, co-founder of ROARSOME. “Being sustainable is not just what we do. It is part of our DNA and has helped fuel our growth and drive our mission to help families spend more time in the great outdoors. Our customers care about protecting the planet, and so do we.

“We recognise that to keep the outdoors great we need to protect it, which is why we’re proud that we’ve made ESG a core part of our business. 90% of the ROARSOME collection is made from recycled plastic bottles and by design our products are made to fit for at least two years and are built to last.”

A brand partnership with pre-loved childrenswear platform Dotte has helped to further reinforce ROARSOME’s commitment to extending the life cycle of its products and the steps it is taking to set a new standard for childrenswear.

To date, ROARSOME has also recycled over 500,000 plastic bottles into clothing. Furthermore, through a partnership with Ecologi, over 15,000 new Mangrove trees have been planted on behalf of the brand – one for every item sold through its website.

For further information and to visit the new ROARSOME website, please click here.