CWB’s Laura Turner catches up with Lauren Cooley, founder of Scamps, to learn more about her go-to destination for high-quality, preloved and vintage kidswear.
Laura Turner: What course of events led you to the kidswear industry?
Lauren Cooley: I started my career at a trade fashion magazine publisher, RAS Publishing, over 10 years ago. I’ve always loved fashion and have a degree in Art and Design from Leeds University, so the creative is something I’m naturally drawn to. I initially started in womenswear and menswear before moving to London from Leeds, where I started working for Kickers managing its ecommerce business. This was my first taste of the kidswear industry, and I’ve worked in retail doing digital marketing ever since.
LT: What’s the story behind Scamps?
LC: I launched Scamps online in February last year, but I really started focusing on it during my maternity leave after having my second child in May 2022. It helped me maintain my identity as a person, not just a mum, and gave my creative purpose. I’ve always shopped second-hand for myself, and after having my first child during lockdown in 2021, I couldn’t physically go into shops to buy anything for her. So, I bought everything online and second-hand, from buggies to clothing. I couldn’t believe the condition of the preloved pieces I was finding. Since then, I’ve dressed both my children entirely in preloved and have saved so much money. Also, after working in the fast fashion industry for many years, I knew the environmental impact and how childrenswear was a big contributor. Scamps is a solution to that problem, which extends to all parents who want to be part of the change, not the problem.
LT: What do you sell in terms of product and brands?
LC: Scamps covers 0-11 years and offers monthly restocks focused on premium branded kidswear including Mini Rodini, Bobo Choses and Tiny Cottons. Vintage is a personal love of mine and is also at the heart of what we sell. Vintage OshKosh, for instance, is one of our most popular brands.
LT: How would you describe the style of Scamps’ offer?
LC: Vintage and retro style is at the heart of everything we stock. It’s what I love, and I think by staying true to that, customers engage with the authenticity. Scamps is about celebrating individuality and uniqueness through quality second-hand clothing. It’s loud and vibrant and represents confidence in dressing preloved. Bold patterns and colour clashing are a firm favourite, it’s not about following trends. I want to get rid of the second-hand stigma and dress kids sustainably in confident clothing to be proud of. Quality is at the forefront of Scamps’ ethos, and our biggest factor when sourcing items to resell, ensuring they can be circulated over and over again.
LT: Can you tell me more about Scamps’ Build-A-Box service?
LC: As kids outgrow seven clothing sizes in their first two years, it’s one of the biggest contributors going into landfill. So, we’ve developed a service that can help. Our preloved boxes are a fantastic way for busy parents to shop more consciously. Reducing the amount they need to shop and helping to circulate fantastic, preloved clothing. I work with customers on a 1:1 basis to build-a-box that lasts. Creating kids’ capsule wardrobes for upcoming seasons, age updates, sustainable gifts and outfits for any event.
LT: Do you participate in any events?
LC: We’ve run a few local pop-ups in Devon, collaborating with mummy groups, cafes and markets. We’re currently in talks with a couple of kid-friendly businesses for more pop-ups this year. This potentially includes more permanent preloved rails, meaning local customers can shop in person more regularly. Watch this space!
LT: What are the short and long-term plans for the business?
LC: For me, this business is very much about being able to do something I love alongside being a mum. Many 9-5 jobs are just not flexible enough for mums to be present and work at the same time. This is the perfect solution. Someone gave me a piece of advice recently, “You’re replaceable at work but not at home,” and it really resonated. Scamps is a mum-run passion project that complements family life. I’m excited about its potential given the current second-hand market popularity, and the positive impact it could have on the planet. I’d love to continue to see it grow and make my kids proud.
For further information, click here to visit the Scamps website.
