BRAND BOOK

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PURESUPERFINE MERINO BASE LAYERS& SLEEPWEAR FOR CHILDREN AGED 0-2

superlovemerino.com

hello@superlovemerino.com

+44 (0)1539 267252

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Contents.

- Who we are - 06 -

- What’s in a name? - 08 -

- About Merino - 10 -

- What makes Superlove so special? - 16 -

- The Superlove Range - 18 -

- Who are Superlove’s Customers? - 23 -

- Superlove Vision - 27 -

- How we do business - 31 -

- Meet the team - 33 -

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Who we are.Superlove is an adventurous brand for

adventurous tots. We take the very best

from Mother Nature and turn it into perfect

little garments that look the bees-knees

on babies and toddlers.

Beyond cute, Superlove garments perform

every bit as well as the sort you will find

on the most intrepid (and discerning) of

adults. Superlove’s 235gsm merino

is designed especially for the British and

Northern European Climate and will keep

little ones snug, dry and comfortable

all day long and all year round.

We are just as passionate about making

the world a better place for all Superloved

little ones to grow up in. This means using

the best quality merino that will last the

distance, we trade fairly all the way and

are ethical in everything we do.

Let the adventure begin.

What’s in a name?All parents know that overwhelming

feeling well... you feel it when you see your

newborn for the very first time, or as you

watch them sleeping...

... It’s love on a whole new level; you want

them to have the very best in life and

would do anything for them.

That is Superlove.

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MERINO. THE SUPER WOOLThere are so many reasons why Merinois the ultimate fibre for baby and toddlerclothing, here are just a few...

Warmth with freedom to move.

Merino is miraculous. It is totally natural

supersoft wool which is lightweight and

warm, allowing babies and toddlers

freedom to move, explore and grow.

Plus, it thermo-regulates body

temperature, keeping little bodies warm

when it is cold and cool when it’s hot.

Merino is also naturally fire-resistant,

UV protectant, anti-bacterial and stain-

resistant. It’s so naturally elastic many

parents find their Superlove lasting well

beyond the age range on the label making

it great value. Superlove merino can be

machine washed repeatedly without losing

shape or shrinking whilst retaining all of its

superlovely properties.

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The safest fibrefor sleep.

The ability of merino wool to regulate

temperature makes it the ideal fibre for

safe sleep. Babies stay snug and

comfortable all night, yet without any

risk of overheating.

Because merino is both a powerful natural

insulator and highly breathable our

sleeping bag can be safely used year

round from 16C with base-layers

underneath right up to 27C with just

a nappy on! No need for lots of sleep bags

with different togs for different seasons.

Studies have proven that infants who

sleep in merino bedding or clothing

(ideally both) fall asleep more easily,

stay asleep for longer and cry less.

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What makesSuperlove so special?

Thoughtful detail and integrity - Designed by Mums for

Mums using the highest quality merino fabrics derived from the

best sheep. Superlove garments are packed full of clever details

that make mums cheer! Reversible hats with ear flaps,

integrated foldover hand and foot mitts, engineered leg lines

and flatlock stitching for extra comfort.

Accreditation - Superlove merino wool is produced under the

Merino Advanced Performance Programme (MAPP) widely

accepted as being the best of the best. MAPP merino is used

by the world’s best brands and beloved by adventurers

and sports people....

ZQ accreditation assures consumers of animal welfare

standards and traceability quality and Bluesign accreditation

demonstrates eco friendly manufacturing and

chemical free fabrics.

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Perfect fit & long lasting. Merino is naturally super stretchy and never loses

its shape. Superlove base layers are cut to fit

any style of nappy.

Versatile. Little ones can wear their Superlove base layers

in all seasons, all day and all night

(they make perfect snuggly PJs).

Easy Care.Merino resists staining naturally, can be machine

washed and is quick drying (it can even

be tumble dried).

Supersoft and Comfy.This is not your grandfather’s wool, Superlove uses

superfine merino guaranteed not to itch or upset

even the most sensitive skins (lots of research shows

it even helps eczema!).

Ethical.Superlove merino is good for everyone. It is free

of harmful chemicals, kind to animals and the people

who make it get a fair deal along the way.

We do our little bit for the planet too;

we manufacture responsibly and use sustainable

and/or recycled materials in our packaging.

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The Superlove Range.

Luxurious essentials, designed to be worn next-to-skin, day or night,

smart or casual, all year round.

Beautiful, practical colours and

a streamlined fit will co-ordinate with

everything from cute outfits

to robust outdoor gear.

Superlove superfine merino is double

knitted to create a more substantial

fabric and to make the fibre even softer

to the touch. At 235gsm (grams per square

metre) it is perfectly calibrated to suit the

British climate and is the warmest on the

market for babies and toddlers.

Merino is best worn right next to the skin.

Our unique base-layer range is designed

to get the very best performance from

nature’s wonder-fibre, creating a

supremely comfortable thermal layer

which is ideal for baby-soft skin.

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The Base Layers.100% superfine merino wool bodysuit.

100% superfine merino wool leggings.

INTEGRATED FOLD-OVER HAND COSY

each base-layer is available in 5 colours

INTEGRATED FOLD-OVER FOOT COSY

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The Hat.A double (reversible) layer

of 100% superfine merino wool.

THE REVERSIBLE HAT is available in 5 colours

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The Sleep Bag.100% superfine merino lining

with 100% cotton outer –

all season sleep bag.

The safest fibre for sleep.The ability of merino wool to

regulate temperature makes it

the ideal fibre for safe sleep.

Babies stay snug and

comfortable all night, yet

without any risk of overheating.

Because merino is both a

powerful natural insulator and

highly breathable our sleeping

bag can be safely used year

round from 16oC with base-

layers underneath right up to

27oC with just a nappy on!

No need for lots of sleep bags

with different togs for

different seasons. Studies

have proven that infants

who sleep in merino bedding

or clothing (ideally both) fall

asleep more easily,

stay asleep for longer

and cry less.

THE SLEEP BAG is available in 6 colours

Who are Superlove’s Customers?

Ethically-mindedThese customers are highly aware of the impact the choices they make

have on the environment and they look for products with green

credentials. They use washable or biodegradable nappies, they read

labels and look for natural, fair trade, organic cues and are conscious

of animal welfare issues.

SportyThese are new parents who lead active lives and have all of the best

outdoor clothing for themselves. They know about merino base layers for

sportswear and will take little convincing once they discover they can get

the same for their children, so that they can continue their active life with

the whole family. They’ll be planning camping, cycling and skiing trips with

their kids and will want them to have the best gear available from both

a brand and warmth/comfort point of view.

ResearchersEducated parents who research everything they buy for themselves and

for their family, They are in charge of sourcing and they are value driven

not price driven. They buy the best they can afford, knowing you get what

you pay for. They value well made products and understand that cheap

often means a false economy.

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What our customerssay about us.

“I bought a pair of leggings and a bodysuit for my son and have been so

pleased with them; in fact they have exceeded my expectations. They feel

gorgeously soft, have great design features and it’s so easy to get him

dressed and undressed due to the lovely stretchy fabric. My son literally

wears them day and night - as they make great pyjamas too - in fact

probably the best thing is how super snuggly he feels when he’s just had

his bath and is wearing them ready for bed. I’ve been so impressed I’ve

now bought a second set for when the first is in the wash!” Mary, Mum of two

“I love Mairi’s Superlove base layer set. I put her in it more than any of her

other things. It’s perfect for this changeable Autumn weather: not cold

enough to justify putting her in a snow suit. I know that she’ll keep snug

and warm when we’re out and about, but won’t overheat when we’re

inside...no messing about with taking off and on layers.

I also love that it always washes clean.

Thanks Superlove” Katy, Mum of two

“Excellent attention to detail - clearly made by mums for mums, including

high quality poppers that you know are going to stay secure.

Wonderfully soft and comfortable, as well as keeping my little boy cosy-

wish they came in adult sizes! Washes well, and no need to iron - they

come out looking as great as when they came out of the (beautiful) box.”

Rachel, Mum of one

“When you have a feisty, stubborn toddler who wants to spend her whole

day outside these base layers are perfect. Have a feeling ours are going to

get lots of wear” Ruth, Mum of two

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Superlove Vision.

To encourage outdoor adventure and

active play for British babies and toddlers

- whatever the weather!

We believe that connecting with nature

and the great outdoors brings immense

benefits to children; building confidence

and helping them live happier,

healthier lives.

We want to help make this a reality

for British children by creating high

performing natural garments to keep little

ones warm and comfortable so they can

play all day and sleep well at night.

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Our Values.

Beyond the products themselves, Superlove the company was and is inspired by two baby girls; our wish for them is a future where more companies have more integrity - Not just for ads and marketing campaigns, but because they want to do the right thing- socially, environmentally and ethically.

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Our Ethics.Here’s what we are doing...

Animal WelfareSuperlove merino is ZQ™ accredited. The ZQ™ accreditation programme

guarantees animal welfare and traceability. To find out more about the ZQ™

guarantee visit: www.discoverzque.com

Environmental ImpactAll our garments are 100% natural, renewable and biodegradable; they are

produced in a way that is respectful to our environment, as well as the humans

and animals involved in every step of the process. ZQ™ accredited Wool

growers have developed sustainable farming systems that are in harmony

with the environment. All our packaging and stationary is recycled and/or

produced from sustainable forests.

Manufacturing - Fair, ethical & safeYou won’t hear any awful stories about the factories that make Superlove

merino falling down. All our garments are made in manufacturing

environments where the (always adult aged) workers enjoy excellent working

conditions and fair payment for their valued work. The fabrics are spun,

knitted and dyed, then made into garments by a specialist manufacturer

who is Bluesign accredited.

The bluesign® system guarantees the use of sustainable and safe ingredients

in a clean process resulting in an equally safe and clean end product. Bluesign

criteria also requires that natural resources are used soundly and responsibly,

reduces water and air emissions, improves its waste water treatment and

generally reduces its ecological footprint.

We use only nickel free poppers and YKK zips in our products.

Our products and everything in them (fabrics, dyes and trimmings) conform

to the following British Standards:

o BS-EN-713 which is the standard designed for toy safety. The same

standard is used in the assessment of the safety of materials and parts

included in children’s garments.

o BS 8510:2009 The safety standard for infant sleep bags.

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How we do business.This is our first year in business and first and foremost

we want to build brand Superlove into a household

name for high-performing kids adventure wear.

At the same time we want to work the right way

and prefer to work with independent retailers

who share our values.

We like to talk to people, find out what they think,

get our heads around things and then make good

decisions. As well as listening carefully to our

customers, we have a special team of Supermums

and Superdads who give us their feedback, test our

products, help us get fit just right and spread

the word a bit!

We firmly believe in honesty and transparency.

We think that you can have your cake

(make a profit) and eat it too (have a positive

impact) so we are always fair and open minded

about how we can work with others.

We also believe that the bigger the pie, the more for

everyone. It’s all about getting mummies and daddies

taking their kids on adventures outside and building

demands for ALL products that help them do that.

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Superlove in Retail.All retailers are provided with an ordering code to use

on our site and orders are fulfilled every weekday.

Mainland UK orders received by 1pm will be with you

the next day.

Shipping is free (minimum order of £200)

Flexibility in merchandising.

Superlove’s in-house creative allows us to be flexible

with point of sale support materials – we work with

you to supply what is best for your store!

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Meet the team.

Becky – Managing DirectorIn addition to product design & development, Becky has a communications focus

overseeing advertising, and social & press. Becky has a lifelong passion for garment design and has a background in advertising and public relations.

Suse – Managing DirectorIn addition to product design & development, has a commercial focus overseeing online marketing, channel marketing & retail, and finance Suse has a background

working with merino fibre in the product development and marketing division at AWI Woolmark Global.

Will – Brand DirectorAn expert in blue chip branding for over 12 years. Will ensures that

everything about Superlove is beautifully branded, packaged to perfectionand looks its best at all times.

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Product Testing Panel:

Toddlers

Testing completed: Snow + water resistance, stain resistance, warmth when wet,

puddle splashing comfort, hat tolerability, stretching with growth,nap comfort, freedom of movement

Product Testing Panel:

Babies

Testing completed: Stain resistance, natural antibacterial properties, sleeping comfort,

warmth when dribbled on, wicking dribble/other liquid oopsies away from skin,freedom of movement. Temperature regulation.

Milly Martha

Henry

Charlie

Lyra

Hannah

Elliot

Max

Arianna

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www.superlovemerino.com