Specialist retailer Sturdy Kids® has been providing plus fit and non-standard fit children’s clothing for almost 10 years. Building on this experience it has developed a range of plus fit school trousers and shorts that it is now making available to schoolwear retailers and distributors. CWB speaks to company founder, Vanessa Fowler, to learn more.

 

Laura Turner: What motivated you to launch Sturdy Kids®?

Vanessa Fowler: When my son was in junior school, he was much larger than his peers and we struggled to find clothes to fit him. Shopping was always a torturous, upsetting task for us both. Following redundancy, I started my own online business importing toys for retail in the UK. Moving forward, I set out to see if I could find ‘plus fit’ children’s clothing for my son and decided to launch Sturdy Kids® to see what interest there was from other parents. It proved to be successful. This was in 2006, and the business has grown from there.

LT: You also offer bespoke services?

VF: Yes, we provide an alterations service that allows parents to tailor purchases to their individual needs as well as an adaptive clothing service, where we work with parents on the individual needs of their children. This is often focused on garment closures, such as buttons or clasps, where children may struggle to fasten their clothes. For example, we have added Velcro to shirts where a child is unable to fasten their buttons, giving the child the freedom and independence to then be able to dress themselves.

LT: What do you offer in terms of stock and size range?

VF: In addition to our own manufactured lines, Sturdy Kids® stocks a great selection of generous fit clothing, which is sourced from various strategic partners. We aspire to be the go-to place for parents who struggle to find clothing for their kids on the high street. In terms of sizing, our trousers go up to a 54” waist; shirts to a 23” collar; skirts to a 48” waist, and blouses to a ladies’ dress size 30.

 

 

LT: Can you tell me more about your range of plus fit boys’ school trousers and shorts?

VF: From many years of experience in the plus fit childrenswear sector, we realised that there was a gap in the market for trousers for younger boys and also room for improvement in the design of older boys’ trousers. Our Tivoli trousers and matching shorts are targeted at children aged 4 to 9 years. They come in grey, black and charcoal (black and charcoal in trousers only) and have a fully elasticated waist. They are so popular with customers that they have been christened the ‘Happy Trousers’, reflecting the way that the children who wear them feel. The feedback we have received from parents has been overwhelming. Our customers love our Hatherley trousers for older boys too, again for their quality and super fit. We also have our own range of joggers, polo shirts, shirts, blouses and gingham dresses.

LT: Why have you decided to wholesale the Tivoli school trousers and shorts?

VF: There is a steady demand for our products, with an increase in sizes required for this demographic. We are hearing from more families that are struggling with their child’s clothing following periods of less activity during the pandemic. We know there is a market for our trousers and shorts that would bring extra income for school uniform retailers. All kids want to feel included, wear the same clothes as their friends, and not stand out as ‘different’. Our customers are delighted to be able to wear a school uniform that fits, making them happy and more confident. The garments are also suitable for badge embroidery. Interested retailers and distributors can contact me at vanessa@sturdykids.co.uk or call 01242 285999.

LT: What are your plans for Sturdy Kids®?

VF: We are currently talking to manufacturers to develop our range further. The pandemic has slowed our plans a little, but we hope to have new items available later in the year. I would love to see our products available in shops nationally, helping children who are struggling to get clothes to fit them. Long term, an overseas distribution network would be our goal to enable children in other countries to experience the ‘Happy Fit’.

For further information on Sturdy Kids®, please click here.