DotComMothers.com, November 2007
November 6, 2007
Unique High Performance Clothes For Infants & Toddlers - Penny Seto Of Milk Factory
My guest today is Penny Seto of Milk Factory. Milk Factory sells unique kids and infants clothes. The clothes stay dry all day long - no matter where the kids have been jumping up and down. Penny says - “Our Performance Gear keeps kids dry and comfortable all day long, no matter where they are—the park, the playground, the mall, or the mountain. Functional and fashionable, our gear is built to last under everyday or extreme conditions.” They also sell blankets, active wear, and accessories and these are also made out of high performance fabric. Not only are these clothes and accessories perfect for active kids they also look very attractive. Read and be inspired by Penny’s story….
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| I visited your website and browsed through all the various products you have on there. I think your products are very innovative. Can you tell us a bit about what makes Milk Factory’s outfits different and unique? | ||
| In a day where health and wellness is vital, we are happy to be able to provide a collection of high-performance gear that is functional and fashionable, and is built to last under everyday or extreme conditions - that is, life with ‘kids on the go’. Our Quick Wick Activewear is made from a quick-drying fabric that, unlike cotton, draws moisture away from sensitive skin, and keeps kids cool and comfortable. Lightweight and breathable, Quick Wick offers excellent sun-protection (UPF 40) in the summer, and provides a layer of warmth in the winter (like thermal underwear). Quick Wick Activewear is designed with no-itch, flat-lock stitching, is wrinkle and stain resistant, and machine washable. All Milk Factory products are made in Canada. | ||
| How did you come up with idea for this business? | ||
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| While on maternity leave in 2003, I met my co-founding partner, Tomi, at the local community centre’s baby group drop-in. Afterward, we’d head out for a walk but wouldn’t get very far before one of the babies had to be changed or fed. It was while we were sitting on our damp fleece blankets in the park that Tomi said she wished she could find a bigger blanket with nylon on the back, that hers was barely big enough for her and her baby. I wished for clothing for my son that would dry quickly and help protect his skin from the drool and spit-up soaked bibs and cotton onesies that would leave rashes on his chest. | ||
| What was the next step after you had the idea? I mean what were the next few steps you took to convert this idea into a business? | ||
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| Having connections in the manufacturing industry made the process a little quicker than for most but everything else took some learning. We knew what we liked and what we didn’t and used a basic design approach - simple, clean and fresh lines and sporty, fashion-forward colors. The clothes had to be unisex in sizing and long-wearing so that families could feel that, not only were they were getting a great product, but also great value.I took our ideas to a local factory and had samples made. We tested on the best testers we could find - our very own baby group. We gathered feedback and used the prototypes ourselves. During this time, we both went back to work full-time. It didn’t take long for us to see that working for someone else, limited the flexibility that we both wanted for our young families. We dove in head first, split the responsibilities and got the business set-up including financing by way of a line of credit, quit our jobs and launched a month later with a full collection of gear and an online shopping site. To make the biggest impression we could afford, we exhibited at a popular local consumer baby fair and found ourselves overwhelmed by the response. | ||
| Can you give us some tips on running a successful online store? | ||
| Having just relaunched our site to include a full e-commerce shopping experience, I will be the first to admit, I am not an expert on the web! Running an online store has been a huge learning experience in an area that was quite new to me. The biggest success in the launch was in the trust that I had with my designer. Communication is key if you want an end result that you will be happy with. Ask questions and make sure that you are clear about what you are getting. I was very focused about what I wanted the site to represent and it all came back to the original focus we used for our product designs - simple, clean and fresh lines and sporty, fashion-forward colors. Be clear about what you are selling, answer customer’s questions before they ask by providing accurate and clear information, and make it easy for customers to get what they want with as little effort as possible. A little extra effort on the customer service end goes a really long way! A blog is an invaluable tool that will help drive traffic to your site, increase interest in your business and offer a well rounded shopping experience. I hear on a regular basis from customers that they love shopping on the site and come back just to see what’s fresh and new. | ||
| What is your most popular product? | ||
| Overall, the performance features of the Quick Wick Activewear are providing amazing results for infants and toddlers and this is showing especially true in our infant styles with an almost even split across the hat, bodysuit and pant. A large number of our sales are co-ordinating outfits and often in the form of a gift pack. With sun-protection being so important these days, the UPF 40 rating gives parents the peace of mind of added protection that a long sleeve onesie provides for their baby. And, the wicking properties keep baby’s skin cool and dry, helping to eliminate heat and drool rashes. The easy-on, easy-off infant leisure pants have proven to be an indispensable pant for easy diaper changes and potty training. People have a hard time resisting the adorable beanie hat, often buying it in a variety of colors that all the kids in the family can share. | ||
| If you had a chance to do it all over again (in business) is there anything you would do differently? | ||
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| I try to live without regret because everything I have done has gotten me where I am today. Staying focused on my goals has always been a challenge and I am working harder at keeping them finely tuned and in the forefront of my mind. | ||
| Finally, your five keys to success? | ||
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| Sites Of Interest | ||
| http://www.milkfactory.com/ | ||
| Visit Penny’s website to get more information about her high performance kids clothing range… | ||
This interview was published on 6th November 2007
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