Known for its beautifully illustrated products that celebrate the innocence of childhood, children’s brand Belle & Boo is embarking on a journey that will see it expand through wholesale and licensing partnerships.⁠ CWB speaks to the company’s creative director, Clare Bennett, to learn more.

 

Laura Turner: What’s the story behind Belle & Boo?

Clare Bennett: Belle & Boo was originally launched in 2007 by illustrator Mandy Sutcliffe and Kate Shafe. The brand originated from Mandy’s desire to create timeless, nostalgic illustrations that capture the innocence and wonder of childhood. The characters Belle and Boo serve as a celebration of friendship, adventure and the joy of simple pleasures. Since its launch, Belle & Boo has evolved from a small collection of illustrations into a beloved brand offering a wide range of products including books, stationery, homeware and apparel. The brand has also gained a global following and continues to enchant both children and adults alike with its charming characters and whimsical designs.

LT: What does Belle & Boo’s full offer comprise?

CB: We offer a diverse range of products including fabrics, books, stationery, wall art, homewares, apparel and accessories. Each product features Belle & Boo’s signature illustrations, capturing the timeless charm and innocence of childhood.

LT: You also offer various downloads?

CB: Yes, Belle & Boo offers a range of digital downloads, including colouring pages, activity sheets and printable artwork, allowing fans to enjoy the magic of Belle & Boo at home.

 

 

LT: Who creates your illustrations and what inspires the designs?

CB: Several years ago, Mandy stepped away from Belle & Boo. New illustrations are now created by various illustrators, including myself. Designs are inspired by our own childhood memories as well as the timeless beauty of vintage children’s illustrations.

LT: Can you tell me more about the brand’s expansion plans via wholesale and licensing partnerships?

CB: Belle & Boo has expanded through strategic wholesale partnerships, making its products available in retail stores worldwide. Additionally, the brand has established licensing partnerships to extend its reach into various product categories and collaborations with other brands. This year we are working with the wonderful Sarah Lawrence from the licensing agency This Is Iris to help us expand our licensing program.

LT: Do you plan to expand into any new product categories?

CB: Belle & Boo is always exploring opportunities to expand into new product categories that align with its brand ethos and aesthetic. While specific plans may vary, the brand is committed to creating products that inspire imagination and celebrate the magic of childhood.

LT: Will Belle & Boo be exhibiting at any trade shows soon?

CB: We hope to be out to play as much as possible and will be confirming shows via our website as and when they are confirmed.

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

CB: Belle & Boo’s short-term plans involve continuing to create enchanting products that delight customers and expand its presence in the market through strategic partnerships and collaborations. In the long term, the brand aims to further establish itself as a global leader in the children’s lifestyle market while staying true to its core values of creativity, imagination and nostalgia.

For further information, please click here.