CLASSIC COMFORT


January 24, 2024 | By Anurima Das

Founded in 1990, Trotters Childrenswear is a family business that is now available in the UAE (online only for now). The much-loved British brand specialises in creating premium clothing for newborns to 12y. Exclusively designed in London and made in Europe, with admirers from all over the world including Royalty, the collection combines the long-lasting style of the highest quality.

In conversation with Bruce Langlands, CEO of Trotters Childrenswear and Accessories we try to decode the brand’s growth story in the region and how they are looking at the market in GCC in the next few years.

TIMELESS APPEAL
Stepping into the Middle East and giving the customers here direct access to the brand through their online channel was a ‘coming of age’ act for Trotters. This is because the brand was already synonymous with the Middle Eastern wardrobe and the people from here used to actively shop for the brand on their travels abroad. Trotters is known for its classic designs and aesthetics and that’s what Bruce says is culturally appropriate and helps them create a global panache. “We had always had customers from all over the world and it was only time for us to step into the Middle Eastern shores now to have a direct connection with our customers,” Bruce adds.

BUSINESS EDGE
“Everything that we do is keeping with our heritage and our strong outlook of giving our customers something timeless to pass on to the next generations, with ease. When taken care of properly, our clothes can easily become a hand-me-down for generations to come,” Bruce mentions. Keeping this thought alive the brand has now stepped into the Middle Eastern shores to help the customers shop from the comfort of their homes without having to plan a trip to London.

This does not mean that they have to compromise on anything as every order is fulfilled directly from the Head Office in London with equal care and attention. It is like shopping in London, in person just by the click of the mouse. Trotters plans to expand its presence in the Middle East with time and this year it is all about strengthening its online presence and making it robust, which the brand wants to take offline in the next couple of years through an offline presence.

SUSTAINABLE PURSUIT
Trotters is famous for their Hampton Canvas™ shoes which have garnered admirers from all over the world, not only for their exceptional comfort but because they are Green Trade World Certified and made using 100% organic cotton and natural rubber. Each pair is handmade by a wonderful team in Spain, that we have a longstanding relationship. This is just one example; the brand is a trendsetter and observes a 100% ethical approach when it comes to its manufacturing practices. From sourcing and working with proper manufacturing houses and established supply chain names from across Europe, the brand believes in running yearly checks on their vendors to stay on track with how they function and what they follow in terms of fair practices.

LEARNINGS AS A CEO
Bruce lists his top 3 points as:

  • Nurturing and growing a team that is aligned with the growth aspects of the company and is ready to push the envelope and lead.
  • Staying agile and prepared to encounter and act with readiness come what may. This helps pivot with growth.
  • A clear & concise approach to communication is necessary as it helps build the pathway to progress.

IN A NUTSHELL

Number of stores: 7+ in London and present in iconic Harrods, Liberty London Department Stores, and within the exclusive Selfridges Manchester Trafford.

USP: Heritage of quality fused with classic style.

Incepted in: October 1990

Founders: Sophie Mirman and her husband Richard Ross

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