Start-Up Founder & Director
Founded Tootsa in 2010 - a unisex children’s clothing brand created as a stylish alternative to the traditional boy-girl clothing divide often seen on the high street. Gorgeous, vibrant colours, playful details and quality, hardwearing fabrics were at the core of the brand’s values. As director I oversaw all aspects of running the business from accounts and budgeting, manufacturing to marketing and design and sales.
Within 4 years the brand grew to a globally recognised childrenswear label with a £850k annual turnover, a team of 7, wide press coverage and B2B sales into department stores and boutiques across the UK, EU, USA and Australia.
“I wanted to produce something directional, stylish and exciting which reflected a child’s imagination and the colourful world we live in.
I chose to offer an alternative to the sea of pinks and blues which dominated the market, whilst also being practical, easy care, quality clothing.
A unisex range which doesn’t limit a kid and let’s a child be a child.”
Sold globally into high-profile retailers including Selfridges, John Lewis, Fenwicks, Bloomingdales, Harvey Nichols, and Galeries Lafayette.
Recognised for design excellence with a UKFT Award for Best Brand and selected as a finalist for The WGSN Design Innovation Award, and HBSC Elevator Pitch which acknowledged the company as one of the top 10 brands ripe for investment.
Thanks to its strong branding and clear point of view, Tootsa resonated at a moment when gender-neutral products for children were gaining traction, leading to coverage across Vogue, Marie Claire, Elle, national and international media, and B2B trade press.
Collaborated on exclusive collections with artists, brands and designers, including Castelbajac, Jasper Conran and The Conran Shop, toy brand Noodoll, and illustrators Nadia Shireen, Steven Burke and Jennie Maizels.
Developed and implemented a circular resale initiative, allowing customers to send back worn or outgrown garments for resale via our ‘Pre-Loved’ channel in return for a discount on their next size.
The brand gained recognition, press, awards and a loyal fan base for it’s innovative designs, collaborations and ground-breaking ideas, including
Affordable Organic Cotton ‘Essentials’ packs
Free repairs and clothes patches
Recycled paper packaging
Transparent pricing
Category free shopping (no girl / boy divide)
Circular economy model with a hand-me-down & pre-loved portal
