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Talking Point
Dan Nathan, Co-Founder, Beau & Rooster

By Laura Turner

27 March 2017

Launched last year by three dads, Beau & Rooster is the new name in organic kids’ sleepwear for 2-10 years. Boasting a conscience as clear as its ethos, it is committed to transparency and ethical, sustainable production. Laura Turner speaks to co-founder Dan Nathan to learn more. 
 
Laura Turner: Who is behind Beau & Rooster? 
Dan Nathan: Two of the three founders, myself and Andreas Kindler, were in the process of moving to Paris with our wives and kids and literally met at the school gates on the first day. 
 
I was already in the fashion industry, previously working at Adidas, H&M and then as a consultant, which included a year with the Swedish kids’ brand, Mini Rodini. Andreas was a fashion photographer. The third founder, Linus Christiansson, was in advertising and branding. 
 
LT: What does the collection comprise?
DN: The styles we’ve put together are kids’ sleepwear essentials; a long-sleeve, classic PJ and a nightdress. Our collections will offer some basic prints, but also some more outspoken ones designed to be recognised as Beau & Rooster. We are only in our first collection, so will adapt to what is needed. 
 
LT: Why launch a kids’ brand and specifically sleepwear?
DN: Being dads, there was something appealing about starting a kids’ brand and sleepwear seemed to fit nicely. We also felt the sleepwear market could do with a little bit of a shake-up in terms of ethos, design and quality appeal. 
 
LT: What is your brand ethos? 
DN: It’s really simple. Our spirit and culture are based around creating a sustainable brand with as little impact on the environment as possible. 
 
We are a brand that focuses on quality first. So we only source the highest quality organic fabrics from farms that only produce small quantities of raw materials and who specialise in producing organic crops. We also insist we stay local and we only produce in Europe – it makes work life a lot easier. Cost v quality is not something we compromise on and this has already been recognised by the brand’s early adopters. 

Beau and Rooster brand image
 
LT: Why is Beau & Rooster’s ethical stance so integral?
DN: I read an article recently about a global fashion brand having to invest millions of dollars into cleaning up a local river near its production factory in India because of the toxic waste from the fabric dyes. This is not a hypothetical issue; it’s happening daily in low cost countries where insufficient systems are unable to deal with mass production methods.
 
There are of course brands and suppliers in Europe, and indeed low cost countries, who are making huge efforts to source and operate in what is considered an ethical way, but the fact is that there will always be a huge relationship between ethically produced clothing, the production location and the price of a garment. Our focus is to work only in Europe, with the best suppliers and with the best fabrics, and to offer a middle price point. 
 
Brands often get themselves into difficulties because cost price nearly always drives their choice of supplier, and the further east you go from Europe the cheaper it gets.
 
We look at it the other way around and see very clear opportunities to set ourselves apart. We are only four months old but we have visited every part of the supply chain, including knowing where our cotton is grown and harvested. 
 
Our customers love that and it’s partly why we have had such a positive start. By keeping to these principal values, we’ve set out the basis of our future.
 
LT: What do you consider your USPs?
DN: We lead the way for innovation and change; it’s possible to produce products from the best materials, using the best production methods, and yet still produce in Europe and be competitive on price. We also offer added features to increase our garments’ shelf life, such as double age ranges, grow-into-cuffs and repair kits with spare fabric to patch up garments. 
 
LT: What are the plans for wholesale? 
DN: To attract a mixture of stockists and find a balance of firmly established web-based players and more traditional bricks and mortar accounts who have a direct local and regional relationship with customers.  
 
LT: Who are your preliminary stockists?
DN: In the UK, Olive Loves Alfie and Alex & Alexa and in Sweden, UniBarn, Babyshop, Oii Design and Geijersgatan 53 in Malmö. 
 
LT: What would you like to achieve in the coming year?
DN: We are only four months old and the coming year is full of wonderfully challenging projects. Our aim for 2017 is to increase brand awareness in the UK and Scandinavia by creating a loyal customer base and to start establishing ourselves as one of the ‘go to’ sleepwear brands in Europe. 
 
LT: What inspired the brand name?
DN: It just clicked. Beau means beautiful in French and we all know that roosters wake us up, so there’s a nice undertone to sleepwear.
 
Companies can spend a lot of time on their choice of brand name but they often set about it the wrong way. Our tip is to approach your decision based on legal standpoints, with a long term view on trademark protection. Hiring a trademark lawyer could be one of the best investments you make. 
 
LT: Do you have a business motto?
DN: There are three of us who own the brand, but we all realise that life is about finding a balance between expectations and personal happiness. 
 
So, the saying, “If you do what you love, you’ll never work a day in your life,” is very appropriate for our journey. It makes our business a lot of fun – even though we are working very hard.


 
 
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