Dinoski

Idea

Introduction

Empowering the future saviours of our planet!

Eco-friendly, character-themed clothing for every family adventure, whatever the weather.

Backed by the creator of Paw Patrol & Bob the Builder, we aim to help get kids off screens & nurture a deeper love for the great outdoors!

Since launching in 2018 we've generated over £1m in sales, growing revenue 600% (faster early growth than a small running shoe company called Blue Ribbon when they first launched, prior to changing their name to Nike!).

Our clothing is made from recycled plastic bottles. So far we've recycled over 500,000 bottles into epic outdoor kids clothing.

Successfully featured on Dragons Den. Awarded Best Kids Activewear, Best Eco Swimwear & Best UK Fashion Newcomer. Winner of Klarna's Small Business Support Package & most recently, winner of Kidswear Brand of the Year by Drapers.

We're building a far bigger proposition than 'just another clothing brand' & we'd love you to join the adventure!

Substantial accomplishments to date

• 600% growth in 4 years despite Covid*

• Retail partners include Harrods, Selfridges, Next, John Lewis, Bloomingdales & Harvey Nichols.

• Product partnerships include Paw Patrol, Peter Rabbit, WWF, Penguin Ventures & NASA.

• 4% order returns compared to an industry average of 30%+

• Average DTC product margin of 75%*

• Recycled over 500,000 plastic bottles into epic outdoor kids clothing

• Planted over 15,000 trees

• Successfully featured on BBC's Dragons Den!

• Our crowdfunding campaign was oversubscribed by 130% in 2019

*Based on unaudited management accounts

Monetisation strategy

Our clothing collection spans rainwear, swimwear and winterwear. 50% of our apparel sales are made direct to consumers (DTC) through our eCommerce website. 50% of sales are wholesale to international retail partners such as Harrods, Selfridges, Next + 50 other partners.

One of the biggest kids outdoor brands that we admire is Reima. They're achieving sales of €140m per year. Research with KidsKnowBest showed that over 78% of kids aged 0-9 preferred our clothing over Reima's which shows why we think this opportunity is so exciting!

On top of clothing, we also offer custom clothing and family staycations on our fleet of American School Buses which we converted into adventure cabins during covid to bring our outdoor ethos to life!

The biggest opportunity of them all is scaling the IP of our own characters, designed by the brilliant children's illustrator Jane Foster. Through clever storytelling we aim to establish our characters as climate superheroes & simplify growing environmental issues into their purest form.

By including kids in the climate conversation from a younger age we hope to empower them to care more for the planet as they grow up.

We see major merchandising and licensing opportunities as we scale.

Use of proceeds

All progress to date has been achieved with a full time team of only 3 people, an average marketing budget of only £4.5k per month, presence at only 2 trade shows, and zero support from distributors.

With our £300,000 minimum funding goal, we plan to action the following:

• Key hires: Head of Marketing, Customer Service, International Sales Agents & Distributors

• Increased budget for paid marketing both in UK & EU, and more resources dedicated to content creation for future collaborations and partnerships

• Set up a new warehouse partner in Europe to help navigate import duty/taxes since Brexit, to increase our European DTC sales conversion

• In Store: We will invest in merchandising displays for retail partners to maintain our strong sell through performance and drive bigger repeat orders. We have also begun planning our own physical pop-up store.

• IP: Developing our characters' personalities, voices & storylines, and strengthening our IP so that we can scale into various other sectors (animation, film, print, gaming, NFT’s), all in line with supporting our mission to get kids of screens and outside.

With overfunding up to £500,000, we plan to expand internationally:

• Germany is the biggest European market for outdoor clothing and kids wear snow suits everyday in Scandinavian countries - we have zero presence in either territory! We will target trade shows and key distributors in these territories.