The company was founded by mum-friends Effie Dower and Sophie Swallow who recognised the need for innovation in baby clothing. Both Effie and Sophie were constantly annoyed by poppers and heard the same complaints from parents everywhere they went. Sleep Thief was launched with the aim to create parent-approved, popper-free baby clothing.
The business took shape after Sophie was lamenting at length about how irritating and fiddly poppers were, particularly at night. Whilst zip-up options were available, they were manufactured and shipped on the other side of the world. The import taxes and carbon footprint meant these weren’t a suitable option.
Effie and Sophie were matched to mentor Clare-Marie, owner of ThinkSMART Marketing.
With more than 20 years’ experience of marketing large consumer business, including Head of Retail Marketing at Mamas and Papas, Clare-Marie’s joined the Santander Breakthrough programme with the intention of supporting other local businesses with her mentoring know-how. She’s also a member of the Association of Business Mentors.
Effie and Sophie wanted to make Sleep Thief more streamlined and self-sufficient, with the necessary sales funnels in place to continue the growth trajectory of the brand. Covid-19 brought everything into sharp reality.