Naartjie Kids is one of my favourite kids clothing labels. I had the privilege of working there as a designer a couple of years ago doing the Newborn ranges and had such a blast with all the quirky characters and beautiful colours! This company will always hold a special place in my heart. Started by my mentor, Anne Eales, and her husband Steve… here is to 25 years of dressing a generation.
How a small South African start-up became a success story spanning 25 years
It has been 25 years since the first Naartjie Kids garment was designed and produced by Capetonian designer and mom of three, Anne Eales, in her garage in Llandudno. Today the Naartjie Kids brand is a household name in South Africa and has made a sizeable impact in the United States, Canada and beyond.
In an era when kids clothing was a mere copy of adult wear, Naartjie Kids was a welcome relief with its’ bright and playful designs for kids from 0 – 12 years old, boasting comfort and supreme quality.
After launching into Cape Town’s busiest shopping centre in the V&A Waterfront, it did not take long for more Naartjie Kids stores to open up around South Africa. A key element to the success of the Naartjie Kids brand is superior value and market differentiation created through the synthesis of distinctive designs and colours, a uniquely Naartjie mix-and-match concept, predominantly 100% natural cotton fabrics, pre-washed and garment dyed for ultimate comfort and easy care and designer embellishments and finishes.
Naartjie Kids has 27 retail stores throughout South Africa and a national online store that ships to any location in South Africa. From a staff complement of only six people 25 years ago, Naartjie Kids now proudly employs 230 people.
Naartjie Kids has also been passionate about giving back and after years of supporting various charities throughout the country, they decided they needed a formal entity to raise funds and so the Naartjie Love Foundation was established in April 2011. The Naartjie Love Foundation is dedicated to improving the quality of life of children from disadvantaged communities throughout South Africa. Their mission is to bring lasting and positive change to these children with the emphasis on their primary needs, including their absolute safety, and on their education and loving care. Their hope is that the children touched by the Naartjie Love Foundation’s efforts will regain a sense of self-worth and in turn enjoy a brighter future.
To raise funds for their initiatives, they manufacture quilts, bedding and luxury teddy bears from Naartjie Kids fabrics and a portion of the profit generated from the sale of these items are donated to the Love Foundation.
A company for the future
The company has great visibility and presence with an ever growing demand for the brand, based on a solid foundation. Despite the turbulent retail marketplace of recent years, the company has been patient, maintained focus on the key success elements of the brand, continued to build quality teams and products and stayed true to its core values and vision.
Plans to open at least three stores per year in SA over the next few years are afoot. The objective – to bring Naartjie Kids to everyone.
Naartjie Kids will also be launching their faster, super-efficient new online store offering a host of brand new features and designs. Enhanced navigation with optimised user experience, and faster check out time are only some of the improved functions. Online shoppers can have fun with outfit ideas, shop by colour, size or collection and for those customers who prefer to shop from their smart phones or tablets, the online store will also be mobile-friendly. The new site will also allow international shipping from SA in the near future.
And finally, great news for Naartjie Kids fans, from September 2014, Naartjie Kids SA will be offering an extended size curve for 11 to 12 year olds in both boys and girls wear.
To Celebrate 25 years of dressing a generation, we will be giving away one R500 Naartjie voucher that will be redeemable online, to enter:
1. Like Naartjie SA on Facebook
2. Like Caffeine and Fairydust on Facebook
Winners to be announced on 7 November 2014!
I would also greatly appreciate it if you would follow our blog 🙂
Have a look at our other competitions here.
*** COMPETITION IS NOW CLOSED ***