HIPPYCHICK
Anthea Turner with Heloise D’Souza, Hippychick, Caspar Williams, Severine Thirion & James Tompkinson, Aspace
Hippychick is a family brand with family values and a reputation for quality and integrity. It has developed a highly diverse and appealing range of over 1300 SKUs for babies and toddlers as well as high quality toys. It scooped a joint winner award for Best Business to Consumer Performance: Children & Family*.
Hippychick founder Julia Minchin developed the Hippychick brand 22 years ago and the inclusive brand is known for the thorough processes it follows when designing and introducing new products. Tis, together with its creativity and deep insights into what its customers need and want for their babies and toddlers, is reflected across its entire product selection which is focused on encouraging healthy childhood development. Customer service receives high priority too as evidenced by its reviews.
In late 2020, the business invested in a comprehensive overhaul of its eCommerce platform which, in addition to selling to consumers, also has built-in trade access. Te new version of the Hippychick website went live in February 2021 and has been very well received. It succeeded in delivering a 19.5 per cent uplift in sales for the period January -Nov 2021, along with a significant drop in abandoned baskets. Customer feedback saw over 80 per cent reporting a positive experience with the new site.
With millennials and Gen-Z parents, its core market, increasingly comfortable with the eCommerce experience, Hippychick continued to work hard to meet the ever-increasing desire for an effortless journey. Social media has become increasingly important, with Instagram becoming a key focus. Hippychick’s entire WooCommerce catalogue is linked to both Instagram and Facebook. It also commissions short reels for social media use, including TikTok.
Whilst this trading period proved difficult for many of other retailers which ran into significant stock issues as imports from the Far East, in particular China, ground to a halt, Hippychick has always stocked its warehouse ‘to the gills’ which paid off massively. It also began to work with local UK manufacturers as it faced up to the certain knowledge that supply chain disruption would continue.
*the other joint winner of this category was Aspace (see P14)
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Tis move also chimed with its focus on sustainability. It has reduced packaging on its own brand products, is using fabric string ties on tags, and uses paper mailing bags whenever suitable.
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