Pirouette — Vida Kids London

Vida Kids, London, UK.

Celebrating 20 years in 2023, Vida Kids represents childrenswear and lifestyle brands from around the world. Their showroom and office is located in Islington, London.

When should a brand start considering an agent?
When they are feeling that they are established enough and are ready to enter into new markets.

What is it that attracts you to a brand?
The main thing for us when we are looking at new brands is that it fills a gap in our agency for a product category that we do not already cover, for us there is no point in taking on a brand that competes with another brand in our portfolio. The next consideration for us is that the brand needs to be either an established brand name that retailers know already or a brand that really has the wow factor. We have a super strong high street here in the UK and new brands need to offer something which is really different. We also try always to focus only on sustainable brands.

" We have a super strong high street here in the UK and new brands need to offer something which is really different."

Vida Kids

How do you approach the curation of the brands you represent?
When putting brands together in our showrooms we seek out complementary aesthetics. For example one showroom will focus on baby and layette brands, then we have more contemporary brands and finally occasion brands.

All lifestyle brands are showcased together in our lifestyle showroom as well as being mixed in with brands that we feel sit well with them. Many of our buyers see our agency as a one stop shop where they can purchase a mixture of brands that all sit well together in their stores whilst offering a good cross section of product categories.

What part of being an agent do you enjoy?
I think the main part that I enjoy is working with all of our lovely retailers. I also love attending the trade fairs and sales meetings with all of our brands. Above all else though the thing I enjoy the most is working with my fantastic team at Vida Kids!!

What creates a good relationship between agent and brand?
The main thing that creates a good relationship between agent and brand is good communication. Also I feel that it is very important to take on feedback from agents and act on it.

Name the brands you represent?

Bobo Choses
Tiny Cottons,
1 + in the family
Tutu du Monde
The New Society
Wolf & Rita,
Petite Amalie
Mori,
Garbo & Friends
Studio Noos
Meri Meri
Mushie, Frigg
Scoot & Ride
MP/Melton
Go baby Go

Vida Kids
Unit 122, Screenworks
22 Highbury Grove
Islington
London
N5 2EF

020 3137 3503
enquiries@vida-kids.co.uk

Katie Kendrick

Katie is a specialist in kids’ fashion and lifestyle, editor, consultant, content creator, and owner of Pirouette - a leading resource to the industry.

With a keen interest in both the business and creative aspects of the industry Katie has interviewed buyers, agents, stylists, designers, influencers, covered runway shows, produced trade show reports and curates thought provoking and engaging exhibitions.

She is passionate about good design, creativity and brands that manage to combine this with their environmental responsibility.

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