PAPA D'ANJO
Lisbon-based Papo d’Anjo makes children’s clothing the old fashioned way. The time-consuming nature of producing designs, where special attention is given to every detail, ensures that the end product is one of unparalleled quality and workmanship.

The company was formed 14 years ago when founder Catherine de Monteiro Barros was living in Portugal with her husband and their two small children, and realised that there was a huge opportunity in the US to fill the gap in the children’s market, where little choice existed for mothers in search of beautifully made European-style clothing.
Having developed into a major brand, Papo d’Anjo enjoys many other points of distribution including Trunk Shows, stores in Lisbon and Madrid, in-store boutiques in department stores in Europe, catalogues and a website, which in the US represent 50 per cent of the company’s turnover, as well as distribution through select children’s boutiques and specialty stores throughout the US and Europe.

“The remainder of our sales are generated by a network of private sales throughout the world, ‘Tupperware-style’, whereby we run about 200 shows annually,” explains Barros. “We have in-store outlets in the great Spanish department store chain, El Corte Ingles and are about to establish a relationship with Saks Online, and hopefully also Bloomingdales this fall, where we will also use the in-store boutique approach – our new boutique at Harrods in London will serve as a model for these outlets,” she says.
Papo d’Anjo launched its first UK store recently, located within Harrods’ dedicated children?s department on the fourth floor. Inspired by the traditional quality and workmanship of the clothing, the new interior pays homage to the blue skies and whitewashed walls of its Portuguese heritage.

“This is a totally new, fresh look for us,” says Barros. “We changed our branding colour to blue to be more evocative of things ‘Portuguese’, as blue is the predominant colour in Portuguese architecture; houses are painted white with blue trim and this, I believe, is a colour combination with universal appeal – it is fresh and authentically Portuguese, something that is very important to me.”

One of the most visited department stores in the world, Harrods afforded the brand with an opportunity to showcase something very special in a retail environment that has earned worldwide recognition.
The Harrods opening occurred simultaneously with a second London opening at Liberty of London, Regent Street.

“Liberty is one of my favourites as far as department stores go,” continues Barros. “It has been very innovative in seeking out unheard-of brands and is perhaps unique in offering customers a chance to see something that is not offered everywhere.”

As the trend in department store retailing appears to be moving towards concessions and branding, Liberty appears to be holding its own in offering a selection of designs from up-and-coming creative talents.

Having taken its first steps in the UK, Papo d’Anjo plans to introduce its brand into markets further afield: “We would love to be able to open boutiques in Asia as soon as we consolidate our current projects – this is our next geographical target.”
Papo d’Anjo’s target customer, she says, is someone who understands the importance of quality and the beauty of simple designs.

“This type of customer never changes and is a universal phenomenon. I will say that the ‘flight to quality’ following the saturation of the retail market of low-quality clothing is certainly benefitting us; we are attracting people who have come to understand that it is actually important to act responsibly when purchasing clothing and not invest in the landfills that are currently becoming dominated by textile waste.”

The brand is fiercely proud of the fact that it makes products that last for generations – a concept that is appealing to a wider audience, says Barros. “I see a clear trend towards a willingness to spend more for something that will last.”

Of course, with the spread of the global financial crisis, this has been a tough time for retail. “Even high-end luxury brands are discreetly trying to eliminate the word ‘luxury’ as it became a dirty word over night,” she says. “Nevertheless, if one makes a good product and the customer feels that the price is right, there is no reason you shouldn’t be able to ride out the downturn.”

For the full article please see the RLI May 09 issue
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