To meet the growing demand for design-led children’s products, Design Mode International, has signed on to distribute Danish brand, Sebra, and launched the brand and five others at Reed Gift Fairs Melbourne earlier this month.
While Sebra recently celebrated its 10th anniversary it has previously only been available in Australia from a few retailers who purchased direct.
Craig McCredie, director Design Mode International, discovered the brand in stores overseas and felt it fitted with the company’s other Danish brands as well as its desire to offer more children’s products after success with children’s ranges from Iittala and Design Letters. He has also witnessed an increasing interest from retailers adding these products to their stores and consumers putting more effort into the styling of their kids’ bedrooms.
“We’ve focused a lot over the years on the kitchen and the living spaces,” says McCredie. “There’s now a trend towards bathroom and bedrooms and why should the kids miss out? I think children’s bedrooms are now being decked out like other parts of the house so we’re seeing this trend of lovely children’s products and children’s rooms.”
Sebra was created by a designer who struggled to find products she liked to decorate her son’s room. It has a focus on natural materials like wool and wood.
“The bed linen is also very lovely and very good quality but they’ve got such a cross section of toys and wooden toys – we see so much plastic and I think it’s really lovely to see children having displays of wooden products which is how something is really crafted rather than having plastic all the time.”
Another new addition to Design Mode International’s portfolio and wholesale in Australia is By Nord. Also Danish, the label focuses on photographic prints of animals, nature and people in areas like Iceland and Greenland. Products include cushions, tea towels, scarves and Christmas ornaments.
“Their focus is on nature and as we’re seeing the pastels and the style of nature is becoming very prominent and a lot of people are looking for print – actually a lot of the imagery on the products, the bed linen and cushions are real photos,” McCredie adds.
“Because of our other Danish brands such as Menu it fits into that very earth looking natural product and it felt good having some textiles to balance out hard products such as porcelain, glass, timber – some textiles come in and blend so well.”
Design Mode International has also taken over Australian Distribution for Oliver Hemming and Flensted. It has also signed as distributor for HEX and Aida.
