The Dutch children’s fashion brand Seabass is expanding: own stores, larger collection and more wholesale
The luxury children’s fashion brand Seabass was founded over two years ago. What started with a functional yet fashionable UV swim shirt now also includes loungewear and rainwear. According to founders Barry and Kayleigh van Ruiven, it’s time for the next step or steps. In order to grow, the company offers its shares to private individuals who can thus become part of its cooperative. Time for an update from the founders.
It all started on a Miami beach, where Barry, Kayleigh and their son Bass were vacationing at the time. Due to the high levels of UV radiation, the little bass needed constant rubbing to avoid sunburn, and eventually Barry and Kayleigh decided to buy a UV shirt. “We didn’t pack it ourselves, partly because we didn’t like it, but our child’s safety was still our top priority.” They concluded that the technical garment was only available in surf shops and also “looked functional” to say the least. “Why does something that’s functional always have to look that way? Why can’t it be functional on the inside and stylish on the outside?”
Seabass was formed shortly after vacationing in Miami. The first items were UV swim shirts with matching shorts. Cheerful patterns and colors dominated. But it didn’t stop with swimwear, as the Van Ruivens had already recognized that many functional garments didn’t have a fashionable look. The collection now also includes loungewear and water-repellent anoraks. All items are made from sustainable materials such as organic cotton and recycled polyester and are made in Portugal.
“We are inspired by our travels and the items in the collection are perfect for the suitcase. Whether you’re going to the beach or taking a city break to a rainy city,” says Kayleigh. The items therefore have to be very comfortable, but also stylish. “We have the ambition to bring more functional fashion to the market that at the same time is sustainable,” adds the co-founder.
In January, Seabass launched a line of organic cotton sweatshirts on . From March, new swimwear lines are to come onto the market that protect against UV radiation and are suitable for swimming.
Children’s fashion brand Seabass sells company shares to private individuals to grow
Seabass describes itself as sustainable luxury and also follows this trend. Their first point of sale is in the luxury children’s fashion store Coccinelle in Rotterdam. In the long term, the brand wants to build more points of sale and will work selectively with retailers. “We want retailers to support the way we work and be able to tell our story on stage,” Barry said in the phone interview. It’s also important that retailers accept that there is no price markdown at Seabass.
In addition to the selective expansion of wholesale, own stores are also on the wish list, especially after the Seabass store in Zeeland last summer. “We find that the moment our product, brand story and audience come together, we get really good results. The test store was very enlightening and fun. When you briefly explain the history of the brand and people can touch the products, they are literally, literally, blown away,” says an enthusiastic Barry.
Seabass also wants to bring the brand closer to consumers through its own shops and expansion in the wholesale and internationalization sectors. In the coming months Seabass will expand to Germany, Belgium, Italy and France. In Germany, the brand is already represented on Amazon with a Seabass brand store. The children’s brand is taking a local approach and plans to have a local website and sell through marketplaces such as Zalando.
However, such an expansion requires capital. That’s why Seabass made its debut on September 23 on the online company stock exchange.
“We always wanted to be a debt-free company. Up to now we have always invested in the company ourselves and have been able to build up an operational business in this way,” says Barry. Expanding into new markets and expanding your offering costs money. “We want this investment to be sustainable, which is why we have chosen the form of a cooperative. People can go to Eyevestor.com and invest in Seabass Sustainable Fashion Coöperatie UA there,” explains the founder. Interested parties can become part of the cooperative for as little as 250 euros. A Seabass share costs 1.04 euros.
Not only does this help Seabass, as the company is also committed to clean beaches and oceans, as mentioned repeatedly during the interview, and ultimately helping the next generation. The recycled polyester used in the collections is in fact recycled marine litter. The slogan “for the next level kid” used by Seabass refers to a kid who is both aware of the planet and aware of their own style.
The Ultimate Seabass Dream? There are several. Kayleigh wants her own store in Miami, where it all started. Barry adds that the brand wants to be an established brand in x years. Two things Seabass is getting a step closer to with its expansion. On to the next chapter for the brand.
This translated and updated post previously appeared on FashionUnited.nl.