Amanda Peffer was prompted to set up award-winning childrenswear brand, Blade & Rose, when she was on maternity leave with her first child and was looking for comfortable, vibrant, premium leggings. She tells Nursery Online how the business was launched:

“I was dressing my baby in boring tights and leggings and her nappy was always on show, so I decided I wanted to make a feature of the crawling nappy bum. I couldn’t find anything on the market and that’s why I developed our leggings with cheeky fun characters on the bottom. The name Blade & Rose comes from both my children’s names:  Harvey Blade and Issey Rose, now 14 and 12.”

What sets Blade & Rose apart from its competitors?

“Blade & Rose are the original brand to have developed the idea of premium knitted leggings with iconic characters on the bottom here in the UK. We ensure new, fun designs are launched each year with our inspiration taken from our immediate surroundings here in the beautiful Lake District as well as our love for animals (although not all are found on our doorstep!)

Our values of ethical, sustainability and environment are also important.  Our fabrics are certified Standard 100 by OEKO-TEX® – it doesn’t contain any harmful chemicals or substances and is safe for babies and children.

Our factories are certified BCI – Better Cotton Initiative, part of a global, not for profit organisation and the largest cotton sustainability programme in the world. Our WWF Collection in collaboration with WWF UK is made from 100% organic cotton with 10% of each sale going to help make a difference to animals all over the world by improving their population and habitat. So far, we’re proud to have raised £45,808.”

How do you manage to combine ethical sustainability while keeping the brand in line with current trends and ensuring an affordable product?

“Continuing to improve our sustainability as the cost of products continues to increase is a difficult part of our business. For example, this year we’re launching new 100% recycled mailing bags and product bags – a big increase for us as a brand and yet this cost is not added on to the end product.  We trust our customers will value us as a brand for keeping affordable prices, premium quality, ethical sourcing and sustainable decisions.”

You recently launched a partnership with Inch Blue…

“Yes, we love our Inch Blue collaboration!  It came from a love and respect for each other’s brands, both family brands with vibrant, fun and premium products.  The shoes are a perfect accessory for our bright and colourful leggings and no doubt we will be launching more in the future.”

Why should a retailer stock Blade & Rose products?

“Blade & Rose is a British family brand; many people know about us and the quality of our products which are both ethical and affordable. After eleven years of trading, our original stockists continue to hold our ranges with lovely feedback from shops where Blade & Rose is a best-selling line.”

What do you enjoy most about being in the nursery industry?

“Who doesn’t love cute baby clothes?!  Although Harvey Blade is now 14 and Issey Rose is 12, we still have lots of cousins and friends with new babies so we’re not short of testers. We have expanded our product line to sell alongside our iconic leggings and it’s a truly exciting industry to be in.”

Can you share any specific plans or developments for Blade & Rose for the year ahead?

“We will soon be announcing a new collaboration with the most perfect brand for Blade & Rose; all I can tell you is that this brand is 120 years old next year and its birth place and inspiration is the same as ours – the beautiful Lake District.  Please keep a look out on our social media for the announcements!”


Following national success with the original leggings range, Amanda began producing more clothing sets, hoodies, dresses and swimwear. Blade & Rose now operate in 33 countries, and have won multiple parenting awards:

Best Preschool Apparel and Accessories Range in the Progressive Preschool Awards, Best Fashion Brand in the Baby Awards, Loved By Parents Best baby Fashion Brand and Best Toddler Brand, Best Children’s Fashion Brand in the Absolutely Mama Awards, Awards for Best Baby Fashion Brand and Best Heritage Children’s Fashion Brand in the Junior Design Awards.

Contact information for retailers

For more information on Blade & Rose, visit the website or email Amanda.

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