CWB gets to know Gabriella Amodeo and Saher Naqvi, founders of Brand Tribe, a new childrenswear agency and showroom in West London.

 

Laura Turner: What was the lead up to Brand Tribe’s formation?

Saher Naqvi: Both Gabriella and I previously worked in wholesale for a swimwear brand and were made redundant from our jobs at the start of the pandemic when the company went into liquidation. As we were both out of jobs unexpectedly, and in a pandemic where recruitment was at a standstill, we explored ideas on how we could put our experience and expertise to use. This was prompted further by a post on LinkedIn − we were surprised by the high level of interest from brands − and it led us to start the agency in June 2020.

LT: What do you look for in the brands you work with?

Gabriella Amodeo: As an agency, we look for new brands that we can launch and build in the markets we work in. Brands we feel excited about, that are unique, and a bonus is if they are sustainable or working towards it.

All our brands share the same vision; they are innovative, bold and considerate of our planet. They are incomparable to what is currently available on the market and in the making to become unparalleled household names.

LT: Which brands currently make up your portfolio?

SN: Our brands are Dinoski, The Bonnie Mob, Little Hotdog Watson, Olga Valentine, Folpetto and Nessi Byrd. Also, new for a/w 22, we have Wee Monster and Compania Fantastica Mini.

LT: Do you represent brands both in the UK and internationally?

GA: It depends on the brand strategy. We have relationships with buyers in different parts of the world, so we do work internationally as well as in the UK. To some extent, this is what sets us apart from other agencies.

LT: Are you attending any trade shows?

SN: We have really missed not being at a trade show due to the pandemic and didn’t attend any autumn/winter shows as the climate was still quite volatile. However, we are excited to attend the spring/summer shows.

LT: Would you ever consider expanding beyond children’s fashion into other child-related product?

GA: Childrenswear is of course our expertise. However, we are fluid as a business and open to new product types.

LT: What do you enjoy most about being a childrenswear agent?

GA: As an agent, I enjoy that I can work with a multitude of brands rather than working for a single brand, and that we work with clients internationally.

SN: As we represent various brands, we also get to meet buyers from stores that cater for different clientele.

LT: What are your plans for the agency?

SN: The short-term plan is to find more brands that offer something that we feel is lacking in the market. Our long-term vision is to build the brands that we currently represent and grow the team to maximise our reach.

For further information on Brand Tribe Agency, please click here.