Harrods to stock NZ babywear label

Jane McAllister, who launched Dimples in 1992, also sells to Japan and Australia, and is looking at the US market. Picture / Paul Estcourt

Dimples - the exclusive babywear brand founded by Auckland mother of 14 Jane McAllister - has struck a deal which will see it stocked by Harrods of London.

McAllister said the deal would help consolidate growth the brand was already experiencing in Britain.

Dimples makes its wool and cotton garments in New Zealand and targets the top end of the market - selling baby suits for more than $60 each.

Founded in 1992, it produces more than 40,000 garments a year, most of them exported to Japan, Australia and Britain.

The company is also on the verge of some big growth in the United States.

McAllister said international sales were taking off and she expected to at least double production over the coming year.

"The business has grown at a steady rate in the past four or five years but it has really surged in the past six months."

McAllister said it had always been one of her goals to get her products into Harrods. In the end the success of a British advertising campaign led to the London department store approaching her first.

"I've always had people approach me," she said. "I've never been any further than Australia."

Dimples is still a family-owned business but it was not inconceivable that it might need to seek outside capital at some point if growth continued at present levels.

The distribution of the garments was still being handled from the family's Titirangi home but at some point they were probably going to have to move the operations to a warehouse.

McAllister designs the Dimples garments, using classic shapes, pure colours and hand-embroidered designs, such as the trademark bee logo.