Founded 15 years ago in Belgium, Trixie has begun to make its mark in the UK with its mix of wooden toys, mealtime items and back to school offer featuring its popular animal designs. The company is now stepping it up a gear, and is firmly focused on its goal of becoming a household name in the UK toddler market. PreschoolNews.net catches up with UK sales director, Scott Garnerbundy-Higgs, to find out more.
“The concept of infinite imagination is not just a part of what we do at Trixie; it’s the very soul of our brand – from our design and development to our communication, problem-solving and our interactions with customers, suppliers and employees,” begins Scott Garnerbundy-Higgs, UK sales director at Trixie. “Everything we do at Trixie is all about sparking a child’s infinite imagination for babies, toddlers and those first years at school.”
Founded 15 years ago by Michel Vanfleteren and Julie Van Ginderachter, Trixie began by supplying sustainable nursery textiles to baby shops. From there, from its HQ in Belgium, the brand grew to offer a full school, toys and mealtime offer, building up its international visibility thanks to popular animal designs such as Mr Lion, Mrs Unicorn, Mr Fox, Mrs Cat and Mr Dino.
Now, the company is entering its next phase of growth, which includes a significant expansion in the UK.
“Through our smart designs, we always focus first on what the children need while maintaining the quality and durability of our products and guaranteeing at the same time an attractive design for the parents,” Scott continues. “The school range is where we really stand out; it’s an event where we know we can add value to a retailer’s assortment. We have our bestselling backpacks, now made from recycled cotton, and stainless steel water bottles for children. We have seen great sales of this range in Europe, and we are looking forward to seeing the same in the UK, with Mr Lion and Mr Dino taking the lead, and roaring ahead.”
The range will be expanded with some new animal friends, while Trixie is also aiming to grow its toy options, adding new wooden toys and branching out into bath-time products. “We will also be expanding our tableware range to include some new animals and more sustainable meal-time options for babies and toddlers. It’s all very exciting. Our Trixie toys are not just toys; they’re an infinite number of wonderful things, ready for every moment of play. They let the imagination run free while playing, learning and growing together. From baby’s first playmates to preschoolers creating their own worlds,” Scott adds.
While Trixie’s main office is based on Belgium, there is a dedicated support team in the head office for the UK. Scott explains: “I feel it is important to work directly with the brand to understand the brand’s vision, the product and key features. There will also be a warehouse based in the UK in 2024, so we will be able to serve our UK customers even better.”
Trixie has identified the ‘back to/starting school’ arena as one for growth, with Scott saying: “Trixie has a lot of products, however, I see the growth mainly coming from our back to school range as we introduce new products and new animals. Not only as a key moment when going back to school, but also throughout the year for school starters or school essentials. Trixie can offer something different and that’s exactly what we need in the UK.”
The future certainly seems bright and busy for Trixie, with Scott laughing as he offers this reply to PPS’ question of what he would most like to achieve in the UK over the next year: “For our animal friends to takeover the UK!”
It’s hard to know if he’s completely joking though, as there is clearly a strong focus and commitment on the UK market.
“I want to increase brand presence and awareness in the UK, to be present in more retailers in the UK and educate parents and children about the Trixie brand. The goal is to become a recognisable brand in the UK toddler market and become a household name. I am very excited to see what the future holds for Trixie in the UK as I really love the product and think the UK is ready for a brand like Trixie,” Scott concludes.
“We have something for everyone”
In the UK, Trixie is already working with retailers including Harrods, Natural Baby Shower, Scandiborn, My 1st Years and Fenwick to name a few.
Scott comments: “We are always looking at ways to showcase the brand in stores and one of our successes was launching a pop-up shop in Harrods in 2023 throughout the back to school season, showcasing our backpacks, water bottles, pencil cases and other items related to back to school.
“We are most certainly looking to increase our presence in UK retail and know that we have something for everyone.”
Trixie will be exhibiting at Top Drawer, Spring Fair and Harrogate Home & Gift in 2024 as it looks to further build and strengthen its retail network.
“A profound respect for the planet is important”
“At Trixie, sustainability is put central in the broad sense of the word and this is reflected in various areas,” Scott tells us. “A profound respect for the planet is important, because the future planet is the playground for the next generation children. When developing a new product it is critically analysed whether it will actually fulfil the set requirements and functions.
“All our products are sustainable and the packaging is recyclable. We use FSC wood, 100% organic cotton and have GOTS and OEKOTEX label on our textile products. We also continue to invest in existing ranges to improve quality and sustainability, as from this year we’ve upgraded our backpacks from cotton to recycled cotton.”
Trixie’s sustainable credentials also stretch beyond its products, as Scott explains: “We also invest in our offices at HQ, plus long-term partnerships with manufacturers and logistics. It is definitely an always evolving layer at our company, from product to people.”
This feature originally appeared in the November/December 2023 edition of Progressive Preschool. To read the full publication, click on this link.
