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Apr 17, 2015 8:15 EST

Otti Prams: designer travel systems with novel patterned fabrics, aiming to fuse the growing importance of fashion and design in the baby market

iCrowdNewswire - Apr 17, 2015

Otti Prams

Otti Prams

Otti Prams produces designer travel systems with novel patterned fabrics, aiming to fuse the growing importance of fashion and design in the baby market with a wheeled goods market that grew 13% between 2008-10. Otti has signed an agreement with House of Fraser to sell their prams on-line from 30th June 2015 and are in discussions with other major suppliers.

The Idea

Otti Prams produces designer prams with novel patterned fabrics. An agreement has been signed with House of Fraser to sell our prams on-line from 30th June 2015.  We are looking to raise funds to fulfill orders.

 

The Product

otti prams are functional 3-in-1 travel systems, suitable for use from birth to 4 years. Unlike modern travel systems, they come in a range of classic & quirky prints so that parents can express their personality when out & about with their babies.

Recommended retail price for each travel system will be £425 (inc. VAT).

 

Background

Otti Prams was incorporated on 8th August 2013 by founder Lindsey Bauer, to develop her idea to create functional 3 wheeler and 4 wheeler prams incorporating novel patterned fabrics.

The idea came about when we were looking to buy prams when our children were born.  We were unable to find anything other than prams in uniform block colouring. Lindsey looked to fill this gap in the market by offering prams with individual patterned fabrics along the lines offered by Cath Kidston, Seasalt, and Joules. Otti Prams was therefore born.  Otti is the abbreviation of our last born daughter’s name Ottilie Bauer. Ottilie is a German name (her grandfather is Austrian). We believe that “Otti” is a short memorable name which conjures up the image of European style, quality, functionality, fun and individuality.

 

Our Story so Far

We created our fabric design ideas and then got in touch with a number of Chinese pram manufacturers who produce prams to EN1888 standards (the English and European safety standard for prams) to use our prints instead of the usual block coloured fabrics they normally use and to brand the prams with Otti Prams branding. We eventually selected one manufacturer (and a reserve) who produced 3 sample prams for us based on responsiveness, reliability, making for others, capacity and price.

We had some photos produced, set up a website www.ottiprams.net and contacted Mothercare, John Lewis, House of Fraser, Debenhams and Selfridges.

Mothercare agreed that we were offering something different and asked us to get in touch when Otti Prams is up and running.  We regularly update them with news and we are in discussions about attending the 2015 Harrogate International Nursery Fair trade show.

We entered into head of terms with House of Fraser on 22nd February 2015 to supply our prams on-line from 30th June 2015. We hope to open doors into Mothercare and John Lewis in the near future. 

 

Use of Funds

We need to raise funds to buy stock to fulfill orders and to take out double sided advert to coincide with our launch.  We have been approached by At Home Parenting edited by Super NannyJo Frost to feature in a edition focusing on wheeled goods in the June 2015 edition.

 

Charity

We nearly lost our youngest daughter to swine flu when she was 4 months old.  Thanks to the fantastic efforts of the NHS she pulled through. Our aim is to donate some of our profts to help less fortunate children here and abroad. For each pram sold we will donate £30 – this is enough to buy a prosthetic limb to enable children in war-torn Sri Lanka to walk and go to school. We also plan to donate 1% of turnover to Niemann Pick Research Foundation to help children who suffer from this debilitating disease.

The Market

Market Analysis

The Mintel Baby and Nursery Equipment UK February 2011 report states that:

  • Since 2005 there has been a baby boom, with higher birth rates fueling demand for baby equipement but over the next five years, Mintel reports the number of babies born each year is forecast to stablise.  This ofcourse may change with the birth of the new royal baby.
  • Fashion and design have become a feature of the market for baby goods and this is behind the 13% rise in spending on wheeled goods (prams, pushchairs, buggies and travel systems) over 2008-10.  In 2010 the market for wheeled goods reached £225 million – 30% of all spend on baby and nursery goods. 
  • Sales of car seats grew by 12% over 2005 to 2010 to reach £120 million.  The rise in demand for the newer ISOFIX seats and bases has played a large part in driving up typical spending.

We plan to tap into that 13% rise in spending on wheeled goods that has arisen as a result of fashion and design becoming a feature of the market. This rise, together with the increase in popularity of brands like Boden & Cath Kidston is the reason why we consider there is a real opportunity for a brand of prams using patterned fabrics to become successful. Our travel systems are designed to come with ISOFIX bases and attachments thus reflecting the growing demand for these systems.

 

Target Market

Our target market is young professionals, yummy mummies, hipster townies and country escapies. They are Boden, Joules, Sea Salt shoppers – people who want something different, people who want to retain their individuality when they become parents. We are pitched at the mid-range market but will look to introduce higher end products as we look to grow our range.

 

Competition

To the best of our knowledge no other competitors have the same “caring capitalism ethos” Otti Prams has. We believe our main competitor is Cossatto – they currently produce very bold patterned prams which we hope to differentiate from with a more sophisticated, subtle range. 

Other producers in the £450 (inc VAT) price range include Quninneys, Baby Elegance, Uppa Baby, Graco and Jane.  To the best of our knowledge none of them offer patterned designed products.

The People

Lindsey Bauer – CEO and Creative Director and mum of three. 

Lindsey obtained a 2.1 in Historical Studies at Bristol University; a PG Cert in Archeology at Oxford University; PGCE in History at Exeter University and is currently a part time history teacher at secondary school. Lindsey is also an avid shopper and fashion aficionado.

 

Angus Bauer – General Counsel 

Trained at BDO in London and passed his Institute of Taxation Exams. Angus qualified as a solicitor in the City of London.  Angus currently is a partner in a large regional law firm specialising in corporate tax. Angus spent 1 year working for the detergents division at BP in the marketing department. Angus has a wealth of commercial experience solving complex problems and dealing with directors and CEOs of a number of large organisations. Angus specialises in company acquisitions and disposals and tax structuring of investments.

 

Rob Holmes – Mentors. 

Rob and Ouv are co-founders of the Gro Group the home of Grobag baby Sleep Bags which was sold in a management buy out.

The Exit Strategy

Trade Sale

We plan to continue trading for the next 3 to 5 years and once established in the UK and Europe to find a trade buyer preferably by a transaction auction.  

Share Types

This company is offering both A and B shares. If you invest £1,000 or more you will receive A-shares which have full voting rights. If you invest less than £1,000 you will receive B-shares which have no voting rights or pre-emption.
Lindsey Bauer 1
Lindsey Bauer 2
Lindsey Bauer 3
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