In 2022, the couple Josefine Andersen and Frederik Schmidt Poulsen founded the small but growing children’s clothing company Babyberry. The choice of name is no coincidence. It is inspired by Danish nature and the many forests and symbolises both the naturalness, sustainability and organic qualities that characterise the brand. TØJ has spoken with the two founders.
How would you describe Babyberry’s style?
It is the small details that matter when we dress our children. We place great emphasis on our clothes being not only practical and comfortable but also having a Scandinavian design. All our products are unisex, meaning they can be used again and again, whether handed down to a little sister/brother or saved for the next generation. We appreciate good basics with fine little details. Our clothes are sewn from scratch, meaning we do not just buy ready-made fabrics but raw yarn, from which our clothes are created with love and care by the wonderful women at the factory in Lithuania, with whom we work closely. We are proud to offer products made under responsible conditions, with good values and in Europe.
What are your current focus areas?
Our biggest focus right now is to increase awareness of our brand through marketing and by participating in various fairs. When building a brand from the ground up, and no one has heard of it before, it is crucial to build trust solidly. It takes time to reach many people. However, we are finding that many people we talk to at fairs and similar events have already heard of and noticed Babyberry. We are also seeing the beginnings of customer loyalty, with many of our first customers having shopped with us multiple times, which is wonderful.
What drives you?
Our desire is to create unique and timeless baby clothes that are not only beautiful and functional but also focus on sustainability and high quality. We are passionate about ensuring that our products are made with consideration for both the environment and the comfort of the little ones.
How has the development been since you started?
Babyberry has developed in the right direction. Every day we experience a little growth and constantly learn something new. We always strive to improve both ourselves and our brand. Besides the joy of launching Babyberry in November 2023, the best experiences have been meeting our customers personally at fairs. It is fantastic to hear their opinions about our brand and how they follow our journey. We love listening to their expectations, good ideas and suggestions, which are incredibly motivating and inspiring. Additionally, it is a great joy every time something big happens in the company, such as when we got our first retailer.
What are your future dreams for Babyberry?
Babyberry is our heart’s project, and we have many future dreams. We strive for continuous growth and dream of expanding our range with even more wonderful collections for the little ones. We often receive inquiries from customers who want larger sizes so that their older children can also enjoy our styles, and this is certainly part of our future vision.
