Childrenswear retailers reveal their plans for the s/s 23 buying season, discussing everything from short and forward ordering, budgets and trade shows to investing in new product categories and brands.
Julia Cook, Tickittyboo, Oxfordshire – www.tickittyboo.com
“I am totally open to taking on new brands for s/s 23. I am steering away from big brands, however, as I prefer smaller independents. For me, the most important thing is to find stock that is different and unique, and I also try my best to source sustainable brands. The way I buy has definitely changed − I used to buy a bigger percentage of clothing and then add on toys. I now buy more accessories, toys, gifts and smaller clothing ranges, and sit each range together with the toys. It keeps the store looking fresh and exciting. I am buying more in-season where I can too, around 25% of my budget. I buy a lot of wooden and sustainable toys and have started to sell larger toys as well − I’m looking at Pendleton bikes and vintage ride-on cars. I am also planning on buying shoes for s/s 23 and opening a shoe store next door, all dependent on my lease. Otherwise, in my main store, I will probably stick to the same ratio of 60% clothing and 40% toys and gifts. I always attend INDX Kidswear as it’s close to me. Otherwise, I have been researching online trade shows a lot more and buying in from Danish, Dutch and Spanish brands. The only challenge I’ve been up against is duty, which I was hit with last year, so I am trying to use more UK-based brands or brands that don’t charge duty on top of their order. I love using B2B platforms, I find it super easy to check stock and plan my buying online in the evenings, but I do miss agents visiting me. The agents I dealt closely with for my two biggest brands left, and I have found I am now buying from their online lookbooks and B2B platforms. I do miss the interaction with the agents − seeing the ranges in person and feeling the quality − I definitely bought more then.”
Alex Treanor, Ollie & Phee, Cheshire – www.ollieandphee.co.uk
“I have taken on a few new brands for 2022, so I will focus on developing their ranges rather than taking on additional suppliers. I have expanded my categories to include wooden toys and hair accessories, and I am currently looking for a suitable school sock supplier to possibly accompany my range further. Given the unstable economic climate, I will certainly be shopping more frugally with my forward orders, and I will be taking a keen interest in the cost prices of products − more so than in previous seasons. My forward orders will be based on what stock I have left in season and what is sold during the specified season. I will then order
accordingly, with a view to topping up as and when required. This way I will hopefully not over-order and keep a tight hold of the purse strings. I always prefer to see the samples in person to gain a better knowledge of shoe styles and fits. I attend as many showrooms as possible, then use catalogues, B2B platforms and agent visits to place my orders. I only really visit trade shows when I am looking for new suppliers, so I won’t be attending any this season.”
Gillian Franks, Pixie Childrenswear, Cheshire – www.pixiechildrenswear.co.uk
“For s/s 23, we will be keeping more budget (20%) available to buy in-season. For example, to meet customer requests for sizes we have sold out of. To maintain our markup we will be spending more on core products and ‘classics’ such as Bob & Blossom, which rarely goes in the sale. We are also bringing in cheaper styles from Rocket & Rose, which have been working really well from baby up to 13 years. We are definitely doing more of our orders on B2B websites rather than going to the showrooms, but we are going to try and do a trade show this season. We currently offer over 45 brands across toys, gifts and clothing and have just taken on two new brands − BillieBlush and DKNY − so we are not looking for any more at the moment. However, we have been asked to do a collaboration with Rocket & Rose to bring our own designs out, which is very exciting.”
Hayley Girardier, Jellyrolls Kidswear, Leicester – www.jellyrollskidswear.com
“Our biggest growth areas since the pandemic have been baby and nursery, and those are the areas we are pushing going forward. For s/s 23 we will be looking for new baby brands and baby accessories including soft toys, nursery product, baby gifting items and small add-ons. We will be cutting down our budget slightly and holding back 25% for in-season buying. We have seen a big shift towards in-season buying recently, which has been supported by suppliers’ B2B platforms. We have found this option to be so useful this season, as we have been able to get repeat stock quickly and it has helped us manage our cash flow better. As well as using B2B platforms and visiting showrooms, I’ll also be attending INDX Kidswear and possibly Pitti Bimbo too.”
Amanda Jones, Mini Kin, London – www.minikin.co.uk
“I make in-season purchases for product categories based on demand and as needed with top-ups. I do not tend to reserve budget for in-season buying of clothing, though I can make provisions. I try to attend as many trade shows as possible to look for new brands and products, which is my preferred way to buy, together with visiting the brand/agent showrooms. However, I have been using B2B platforms more, particularly with the brands I am familiar with and for in-season top-ups.”
Dorothy Thompson, Coccolino Childrenswear, Norwich – www.coccolinonorwich.co.uk
“I plan to attend INDX Kidswear this season and as I am looking to expand my toy offer, I would also like to visit one of the toy fairs. I am going to be more conservative with my buying for s/s 23 and will be reducing the budget by 25%. I will also be avoiding brands with high minimum orders. Alongside the trade shows and showrooms, I enjoy agents visiting the store. Coccolino Childrenswear is quite a small shop, so it is important that the agents see which brands sit well together. I particularly like Spanish, Portuguese and Scandi brands, and I am always on the lookout for new ones. I would also love to introduce a small range of quality maternitywear and will be looking for a concession to join our shop.”
Helene Challot, Head of Buying, KIDLY – www.kidly.co.uk
“Post-Covid, consumer behaviour is still pretty unpredictable and the supply chain challenges don’t seem to be letting up, so we’ll approach s/s 23 with some caution. We’ll place less importance on true seasonal products but bring in high summer earlier than normal so that we can maximise the sales season. To be honest,
trends-wise, we see customers wanting less fast fashion and more continuity anyway. We’ll be holding back about 20% for in-season buying, not only to minimise the risk but also to allow for newness and key market trends which we can’t always fully foresee. As far as trade shows are concerned, we’re back to normal. So far, they haven’t been as busy: it feels like brands are being cautious about attending. But from a buyer’s point of view, seeing products in the flesh is so important. Especially for us here at KIDLY, as we take a carefully curated selection from each brand. The true colour and quality of every single item really matter. We like to look at everything to influence our buying decisions so we’ll also incorporate B2B platforms into the decision-making process, but you can beat meeting face-to-face. Newness is key for us here at KIDLY, so onboarding new brands, both big and small, is always a main part of our strategy. We’re continually striving to keep it fresh, both with new products and by bringing in a few new brands every month that share our ‘design-led and genuinely useful’ ethos. We’re a relatively young company and still growing significantly year on year in terms of our product offering to the customer, so we’ll be launching new categories each season for the foreseeable future. Watch this space, as they say.”
Dina Moon, Head of Buying, Childrensalon – www.childrensalon.com
“With the season changing and hopefully completely waving goodbye to the pandemic, we’re expecting a summer of fun. Bright colours such as yellows, pinks and oranges take the lead. For s/s 23 specifically, we’ve noticed the following trends: pop with a carefree vintage vibe and garden party and floral prints with a whimsical twist. Embellishments and freshened lines are also there to cool off in style on those warm summer days. Another focus is the successful category of occasionwear − from bridesmaids to dresses and suits for various religious occasions − spring/summer is usually action-packed. Our buying selection process involves lots of appointments, teamwork and ideas exchange. Sometimes in person, other times digitally − technology has evolved incredibly in the last few years. Our buying team will be looking into everything; one of the biggest challenges in our profession is sometimes having to narrow down your selections. For us, quality is crucial, as is providing an array of price points so that our customers can trust us to provide the widest product offering. As the world is opening back up, we’ll consider attending Pitti Bimbo alongside other international trade shows, though the well-being of our team is paramount so the ultimate decision will be based on that. Our seasonal budget is always dependent on the look, feel and size of the collections, in addition to the alignment with current trends. In terms of budget usage, we will keep in mind the multiple seasonal drops, the always-on collections and any special collaborations. For s/s 23, we’ll be looking at gaps in our brand and product offerings to identify opportunities as well as focusing on bestselling items.”
