Joanne Barker, owner of the Hettie & Sid chain of independent children’s stores, discusses business growth and the key to retail success.

 

Hettie & Sid began life in April 2007 as The Fabric Bug. Owner Joanne Barker attended craft fairs with her embroidered, personalised children’s gifts, before securing her first shop in the heart of Sherwood Forest where she could embroider items on-site.

The move to a larger shop around 18 months later enabled Barker to increase the offering to include a range of contemporary wooden toys to complement her in-house personalised products. By 2003, she had acquired her second shop in Derbyshire’s Mercia Marina, and in the summer of 2024, she opened her third shop.

“Our third store is located in the historic courtyard on the Sudbury Estate in Derbyshire, adjacent to Sudbury Hall and the National Trust Museum of Childhood,” says Barker. “When I viewed it, I fell in love with the location. The shop itself was originally a bothy, and we house the original beams and chimney. There are other shops in the same courtyard along with the Stables Café.

“We are fortunate that all our shops are in destination settings, with plenty for visitors to see and do and great eateries too. With the decline of the high streets, shopping habits have changed. I’m optimistic that independent shops in locations that offer a ‘day out experience’ will enable us to thrive as a business.”

 

 

The rebrand from The Fabric Bug to Hettie & Sid coincided with the third store opening.

When The Fabric Bug first launched, its products were mainly fabric-based and made in-house. While The Fabric Bug brand of products remains, the acquisition of more stores and the subsequent evolution of the product offering led to the name change.

Alongside The Fabric Bug, Hettie & Sid also stocks Orange Tree Toys, Wilberry, Jumini, Lanka Kade, Floss & Rock, Mr Pickles, Sass & Belle, Mary Meyer, Grass & Air, Lighthouse Clothing, Ginger Betty, Jabadabadoo, Petit Cheri, Viga, Bigjigs, Powell Craft, Ziggle, Keel, Eat Sleep Doodle, Juicy Bumbles, plus many more.

“All our stores offer our core personalised products,” explains Barker. “Our most popular is the Storytime Cushion, which has a child’s name on it and two pockets, one with a soft toy in and one with a book. We stock many brands across the three stores, but some are exclusively at our Mercia Marina store, as we have more space there to stock larger items like the ride-ons, walkers and prams.”

 

 

Late in the summer of 2024, Barker also moved the Mercia Marina store to much larger premises on the same site.

Now Hettie & Sid’s flagship, it offers more product ranges in an environment designed with children in mind. “We moved our Mercia Marina store to the Boardwalk in August,” continues Barker. “The shop is now three times larger than our original lodge on the site.

“It’s located near the bandstand on the Piazza, which accommodates Santa’s grotto at Christmas and hosts a variety of attractions throughout the year, including birds of prey, singers and face painters. The store itself is light and bright with 12 windows to dress and has been designed with children in mind as well as adults. The whole shop is a feast for the eyes; we aim to see our customers and browsers smile.”

 

 

While Hettie & Sid and its team have grown, with personalised items now being produced at two of its three sites, customer service remains at the centre of the business.

Offering a shopping experience that appeals to both adults and children is a key element of Hettie & Sid’s approach. Its flagship store at Mercia Marina ensures children can enjoy the full shopping experience, using their own wooden shopping carts for purchases that they can check out at their own lower-level till. There are also play stations to test out the toys whilst adults shop, free colouring-in sheets, and magical toadstool seats for children to use when trying on Grass & Air’s Colour Changing Wellies; children can even be rewarded with a sticker.

“We have experienced staff who engage with both child and adult,” adds Barker. “Most of the staff are parents or grandparents and have first-hand experience of the joys as well as the challenges of shopping with children.”

While Barker doesn’t currently host in-store events, her neighbouring businesses do, and it is something she is considering introducing. She is also looking into the possibility of starting a quiet time slot where adults can bring children who have autism, and the shopping experience can be tailored to their requirements.

 

 

Reflecting on her business, Barker attributes its success to three main factors.

The first is customer service. Namely, personal service from staff who are passionate about the products and strive to deliver exceptional customer care that will lead to loyalty. Secondly, offering unique products that aren’t typically found on the high street in an environment that makes people smile. Thirdly, location. Barker believes being situated amongst other businesses that also offer unique products and experiences is key.

Since May 2024, Barker has opened her third shop, moved a shop to much larger premises, and rebranded and incorporated the business. Understandably, her immediate plans are to let these changes settle. She is, however, hoping to launch a new website to build on her bricks and mortar success with an online presence, alongside a pet range of personalised products named Pippins by Hettie & Sid.

“Long term, my aim is to continue to build our reputation as the ultimate shop for preschool children, offering traditional toys in a contemporary design,” concludes Barker. “Also, we may open a further store…but don’t tell my husband.”