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Huggalug's mumpreneurs

Elizar and Jennifer initially started Huggalugs with the launch of their brand of babies and children’s leg huggers also known as leg warmers. Elizar and Jennifer discovered their own children often felt cold particularly in the winter months; this was in part due to the necessity of car seats and strollers. They found when a child is seated the pant legs would always rise up causing a section of the child’s leg to remain uncovered and exposed to the elements of the weather. Elizar and Jennifer went about searching for an optimal solution they found many of the products available were, simply not suitable, such as stockings.  As any Mum knows it can be hard enough to change a nappy of a youngster let alone dealing with an awkward pair of stockings. Other potential solutions proved to be, either too warm, bulky, tight or favoured one particular gender, girls. Elizar and Jennifer also discovered many products on offer were unfashionably passé, lacking in style, colour and fun.  Frustrated with the lack and availability of an ideal Australian designed and made solution, Jennifer and Elizar come up with their own funky, fun leg warmers. Since the inception of Huggalugs, Elizar and Jennifer have also designed and produced a range of other products as a direct response to issues they have faced as pregnant women and new mothers. Such as:

• A range of children's gear to complement their leg huggers.
• 100% Australian Organic Cotton baby and children's t-shirts,
• 100% Australian Merino wool baby wraps, X-Large bunny rugs and maternity Bump Huggers.
  

2.  Did you do any planning such as market research into the concept for Huggalugs before launching into the business?

For Elizar and Jennifer it was particularly important to ensure the product they produced was Australian designed and made.  They focused much of their research on how they could effectively produce their product here in Australia.  They gained valuable research data through the Australian Bureau of Statistics (ABS); they looked into the spending habits of Australian’s, the birth rate both here and overseas and possible impacts on the industry.  To further build on their research these self confessed shop alcoholics, frequented a number of the large baby stores where they could deliberate upon the product range of their direct and indirect competitors, they learned more about other factors characterising the industry for children’s clothing, such as the target customer, the market savvy parent. Elizar and Jennifer also conducted market research on family and friends, they trialed their Huggalugs leg huggers on friends of the families to gain their opinions and suggestions.  

Elizar and Jennifer found through their research what they did and didn’t want their leg huggers to be.  Getting the design for the leg hugger right from the start was extremely important to the success of their business.  There researched revealed the design of the traditional 80’s styled leg warmer would be far too bulky and unsuitable for a young child.  They also found their product design needed to accommodate the steady growth of a child, to ensure the child didn’t out grow the leg hugger within a short period of time.

3.  What hurdles have you had to over come in establishing Huggalugs?

Elizar and Jennifer have sighted their biggest hurdle as being the all too familiar business conundrum:  “How to stay competitively priced whilst still remain Australian made and designed”.  Elizar and Jennifer are extremely passionate about remaining Australian designed and made, they believe they would rather provide jobs here in Australia than overseas.  They indicated it is seven times more expensive to produce within Australia than overseas and find it has been a battle to balance their aspirations of Australian made and still remain competitively priced, when their closest competitor has outsourced production to China.

To overcome this hurdle Elizar and Jennifer have joined the Australian Made Campagin (www.australianmade.com.au), they have the right to use and display the official Australian made logo.  Elizar and Jennifer have found their determination to remain Australian made has been well rewarded, being Australian designed and made has helped Elizar and Jennifer move into the export market within a very short period of time.  Huggalugs is set to distribute into Japan and Finland, Elizar and Jennifer have discovered being Australian made is very highly regarded by overseas customers and has definitely helped them to launch into international markets.

4. In the beginning were there any business skills that you felt you were lacking, if so what if anything did you do about it?

Elizar’s background in fine arts and love of colour adds a very creative slant to the Huggalugs designs and colour spectrum. Jennifer brings a solid business background through her management consulting experience. Together, they have a well-rounded approach to managing Huggalugs as a creative imaginative clothing label that is soundly managed.

Elizar and Jennifer outsourced, many of the critical functions of their business, such as public relations, marketing, graphic designing.  They understood they had many ideas but were unsure how to get them off the ground, so they employed the services of those with the necessary expertise.   Elizar and Jennifer believe it is very important to engage the services of professionals, it is important to get the product image right, as in their industry the target market, parents can be very critical, and you only have one opportunity to get it right at the start.   Elizar and Jennifer made the right choice, many small businesses try to cut costs, and improvise where they lack the necessary skills.  In a world characterised by branding, it is essential for the future success of any start up to seek professional advice and assistance when and wherever necessary.  The long term cost of “doing it yourself” could cost much more than the cost of using appropriate professional services.

5.  What have been some of the major benefits from owing your own business?

Flexibility and the ability to work the hours you want, particularly with the commitments of a family”.  Elizar and Jennifer do however add, in the short term “start up phase”, a lot of work has gone into establishing Huggalugs however they understand in the long-term they will benefit a lot more from the flexibility of owning and operating their own business.

Jennifer also indicated one of the main benefits of “Huggalugs” is she can be sitting on the internet talking to overseas customers at night well after the kids have gone to bed.  This is the fantastic type of opportunity and flexibility a business with international potential can offer.

6.  What would be your top tips for other Mums considering starting their own business?

Tip 2:  Remember to balance your passion for what you are doing with spending time with the family.  Quite often you become so engrossed with what you are trying to achieve you can end up taking your family for granted.  So it is important to be aware of this and plan your time accordingly.

7.  What are the future plans for Huggalugs?

Huggalugs has only been operating for five months, and has already penetrated the international export market. This is truly a remarkable achievement and a huge testimonial to the work Elizar and Jennifer have undertaken in the conception, formation and creation of Huggalugs. Elizar and Jennifer say they intend to extend there current range, including venturing into maternity wear as well, they are launching a range of 100% Australian grown and manufactured organic cotton babies and children's t-shirts, 100% Australian pure merino wool baby wraps and cotton/lycra x-large bunny rugs.

Huggalugs is committed to:

• Building the Huggalugs brand awareness as supplier of Australian Made and designed quality children’s wear.
• Being recognised as a national leading brand of children’s wear.
• Using Australian manufacturers and materials wherever possible.
• Furthering the availability of their product range, by ensuring it is available through leading children’s retail outlets and the  Huggalugs site.
• Investing in inventory and product development to further develop the Huggalugs range and brand.

8.  Where can Mums go to purchase Huggalug products?