Icky Products Doesn't Mess Around When It Comes to Neat Baby Clothes

Just as bad can mean “good,” and hot mean “cool,” the same formula holds true for Icky Products, as this brand connotes cute, comfortable, and clever children’s products. A mess of great stuff for babies and toddlers! Kate Somerset, the founder of Icky Products, may have first been inspired to produce products that helped with the “icky” aspects of child rearing, but over the years the brand has grown to be known for its quality, craftsmanship, clean designs and class. Kate shares with The Giggle Guide^® how Icky started and what Icky means today.

When was your brand born, and what was the initial inspiration?

“

Icky was born in 1998. We began with accessories, including the Icky Baby Bag, a disposable bag for motion sickness or other icky messes that happen when family is on the go. From there we expanded into our laminated accessories, including our popular big bibs and finally the clothing followed.

”

What was your experience prior to the brand launch?

“

I had been working at a division of Saatchi and Saatchi on various marketing campaigns. My major at UCLA was Design and I loved fabrics and the art of sewing. Icky Baby brought all of my experience together. It has been quite a ride!

”

What was the biggest challenge you faced when starting?

“

Learning about the production process domestically and then how to manage inventory.

”

What do you feel are the three biggest keys to your success?

“

1) Strong relationships with our customers.

2) Excellent quality of our products (meaning clothes get passed down to siblings and friends for years because they hold up so well!)

3) A good name! Icky Baby, who can forget it?

”

How does your business make use of the Internet?

“

E-mail Blasts! When we first started out, many specialty stores did not even have computers so everything was done on the phone. Now most everyone we work with has an e-mail address and that makes things much easier.

”

What is one change/addition that’s had a positive impact for your business in the last year?

“

There are a couple of good things that have come out of this tough economy. First off, everyone has to look at their business in a new way and really cut out the fat. My buyers understand now that we are all doing business differently; we are working smarter. For me that has meant getting involved in areas of the business that I did not in the past such as Sales. I have to say I am really enjoying it. We have also been able to lower the cost of goods because of our ability to work smarter so that will benefit everyone, most importantly the consumer.

Also, we have been able to bring on 2 incredible new team members with over 20 years of experience at Baby Gap, Janie and Jack and Gymboree! These two came to us highly recommended and they were both looking for an opportunity with a smaller business where they could be a part of the entire process and have some ownership. This would not have happened 3 or 4 years ago when the economy was strong.

”

What is the biggest challenge your business faces today?

“

So many stores/businesses going out of business and also the banks not giving businesses credit anymore.

”

What is your one piece of advice for someone entering the children’s market?

“

Be careful about editing your assortment. When companies start out they get excited and try to grow too quickly and before you know it they have gone in too many directions. Stay focused.

”

About Icky Products

We have developed the Icky Baby Luxe Essentials for Spring 10. The collection includes 2 prints for girls and 2 prints for boys. The prints are the unique designs that Icky Baby is known for, along with the details that Icky Baby customers love such as ribbon trims and pop contrast stitching at the button — all on essential silhouettes for baby. The line runs 0-24 months and allows customers to mix and match the essentials to make them unique. A flutter sleeve A-line top can be paired with chocolate brown footed pull on pants or a pair of pink leggings with crochet trim. The collection includes a beautiful boxed gift set with a bib, burp and one-piece too. We have also included a sweet white knit sweater with crochet flower details and a cute but tough boy’s zip-front sweater in navy with pop orange contrast stitch details. Lots to choose from for Spring!

Icky Hires New Head of Production and Expands Sales Rep Force
Icky Baby has recently hired Megan Cooper as head of production for Icky Baby. Megan has handled overseas production and sourcing for over 20 years with many top companies including Baby Gap, Janie and Jack and Gymboree. Her knowledge and expertise will allow Icky to continue to develop the highest quality product at the best cost for the customer. Icky has also hired the following companies to represent Icky Baby in the US: Michelle Raymond in California at AB Spoon, ; The Rose Garden in NY, ; Summer Place in Atlanta, and Summer Place 2 in Dallas, .

For more information, visit www.icky.com

The Giggle Guide™ ongoing series, “Behind the Brand” looks at both brand leaders and budding brands. What brand would you like to hear more about? Let us know. Editorial Director David Gaunt, .