Date published: 01.09.08 - not release date

Mumtrepreneurs' togs go global: “All we are saying is give peas a chance”

Two ‘mumtrepreneurs’ who hatched their upmarket babywear business plan over a bottle of wine are celebrating after seeing their brand ‘go global’.

Friends Emma Williamson and Melanie Harvey, hit on the idea to combine healthy eating messages with funky, retro designs as they relaxed in Emma’s kitchen after a hard day looking after their children – and battling to get them to eat veg!

Their online designer babywear shop Little Blue Dog (www.littlebluedog.co.uk) went live in 2004 and they have since lapped up interest from stockists and celebrities alike.

Little Blue Dog’s exclusive range for the under twos is now stocked in more than 30 independent UK stores and has recently branched out into American, Danish and Australian markets.

Emma, a former business management consultant, of Leamington Spa, Warwickshire, said: “The idea was sparked from a general discussion about children’s clothes.

“All the designer kids’ clothes at the time seemed to be either trashy, with less and less material to them and slogans like ‘Mutha Sukka’, or all fluffy bunnies.

“We wanted to put our own children in quality designs that portrayed a positive message but were funky at the same time.

“Mel, who’d given up her job as a nurse, joked about using the ditty she’d made up to try and get her son, Louis, to eat veg, ‘Give peas a chance’, and the brand was born!”

They’ve since taken on Melanie’s sister, Karen, as lead designer and have all managed to work their new-found careers around pregnancy and childcare.

“It got a bit hectic before Christmas,” explained Melanie. “Emma and I were both expecting again, and ended up having our babies within weeks of each other which made running the business between us quite difficult.’

Emma is currently approaching the likes of Harrods and Selfridges, after the online range enjoyed major success among the trendy Hampstead and Highgate set.

Issued by Katie Love at Passionate Media. (01543 468621)

For more info, or to request product images or samples, please call Emma on 01926 425621.