Lillie and Friends is a new online childrenswear boutique co-founded by Sally Nailard and Emilia Nailard-Davies. The mother and daughter team, who both have a longstanding love of Spanish and Portuguese kids’ fashion, came up with the concept for the business in January before launching on 22 August.

Sally discovered and began buying Spanish and Portuguese childrenswear brands when Emilia was a baby. When Lillie was born, both Sally and Emilia wanted to buy into the same brands for her. This led the duo to the idea of creating their own childrenswear business; one that would provide their favourite collections and an alternative to the mainstream high street retailers.

Their first step in doing this was attending the February 2020 edition of UK childrenswear trade show, INDX Kidswear.

Putting the plan into action

“After the initial conversations, we decided to take the plunge and booked tickets for INDX Kidswear,” says Sally. “The day we went was when we had the most dreadful storms, but we were determined to press on. Once there, we realised that we very much wanted to progress with the business.

 

 

“Armed with catalogues and business cards, we returned home and began to contact brands. Sadly, we only got to make one visit to an agency before Covid-19 hit. However, we continued to contact agencies and suppliers throughout the lockdown; wading through a/w 20 online catalogues choosing stock and working on the development of our brand and website.”

Mother and daughter utilised their time in lockdown to consider their orders and how the various collections would interact. It also allowed them to contemplate branding, marketing and budgets.

Design and branding

Sally and Emilia had a clear idea of how they wanted the website and overall branding to appear. Following a recommendation, they chose to work with a company called FloCreative and the process of developing the website’s look, colours and logo began.

“We did everything via calls and video conferencing,” continues Sally. “Discussing our ideas with Richard Cronin, FloCreative’s creative director. He was fantastic and translated our vision into various logos and designs. We are really happy with the finished product.”

Since launch, the team has made some alterations to the website. For instance, introducing a mega-menu. There are also some other minor changes to be made in time to further enhance the customer experience.

 

 

Brands

Lillie and Friends initially launched with a/w stock, predominantly for 0-24 months. Since then its has extended this to cater up to 36 months and in some brands, up to 4 years. In time, the age range may rise again to include up to 5 years.

Although focusing heavily on Spanish and Portuguese labels, the retailer is keen to support UK brands too. It therefore has a selection of traditional UK collections to complement the offering alongside an Italian and Dutch label. There is also the aspiration to launch a Lillie and Friends own-brand in the next 18 months.

“Ultimately, we want to stock the brands that we love,” says Sally. “Most of them we have bought from for Lillie over the past year, so we have ‘road-tested’ them so to speak. We know the quality is good and how they launder. This means that when we recommend a brand on our website, it is based on our experience of that brand as a mother and grandmother.”

Labels stocked by Lillie and Friends include sArtesania Granlei, Aurora Royal, Babidu, Baby Gi, Bufi, dBb Ideas, Fina Ejerique and Le Chic. Also, Mac Ilusion, Mebi, Meia Pata, Mini-La-Mode, Mintini Baby, Pom Pom Envy and Pretty Originals. Plus, Rachel Riley, Sass+Me, The Little Tailor, Wedoble and Wish and Wonder.

 

 

The future

Commenting on plans for the business, Sally says; “We want to expand our brand offerings whilst still staying true to our identity. We would very much like to be in a position to attend a few of the trade shows by February next year, Covid-19 permitting. It would be great to source some of the smaller brands out there to assist them in keeping their businesses viable and alive.

“We also want to grow Lillie and Friends to be in a position to start employing some staff; our aim is to do as much as we can to assist the economy and employment.”

Lillie and Friends’ ethos is to be as environmentally friendly possible and this will be key for any future developments. Orders are sent in packaging boxes or mailing bags that can be recycled. Plus, its mailing bags and tissue paper are supplied by a local FSC certified company. It is also a paperless business, which means it doesn’t enclose a receipt or returns form. Everything is done online.

“We have learnt a great deal over the last eight months and we are still learning,” concludes Sally. “Along the way, we have come into contact with some wonderful people who have been a huge support to us; offering advice and assisting us as we progressed towards our launch. Overall, it has been a very positive experience so far. If nothing else, it has kept us busy during the lockdown.”

Click here to visit the Lillie and Friends website.