Bibee Dresses

Contestant information

Business name: 
Bibee Dresses
Nicola Norris
Business website: 

Elevator Pitch

Elevator Pitch: 
Fun and functional maternity clothes. PICK a dress. POP-ON a dress-front. SWAP your dress-front to create a totally different dress.
Detailed elevator pitch: 
We create a unique, patent protected range of maternity clothes. The Bibee Dress is a flattering and easy to wear dress which sits around and underneath the bust, leaving the chest area exposed. The chest area is then covered (and the dress completed) by attaching a dress-front, which attaches to the dress easily via buttons on the shoulders and down each side. Dress-fronts come in a range of necklines and fabrics and every front fits every dress. Mums mix and match dresses and fronts to create an extensive maternity wardrobe. The Bibee Dress is fun, makes dressing well during pregnancy affordable and functions brilliantly to give easy and discreet access for feeding.
Industry sector: 

Business Plan

Your USP: 
Our USP is the detachable dress-front. No other brand offers this functionality, which allows people to have fun creating different outfits throughout their pregnancy without needing to purchase a completely new wardrobe. The clever Bibee design means that dresses (and very soon tunics) can be layered over your favourite shirt or jumper, or teamed with any dress-front, to create endless wardrobe options. Dresses and tunics both utilise exactly the same dress-fronts, further extending the capsule wardrobe concept and value for money positioning of Bibee. Bibee makes designer quality clothes which function for motherhood - others create designer quality clothes and ignore how they function.
Your market: 
High street includes high fashion / low quality brands such as Top Shop and ASOS and old fashioned/low style brands such as Mamas and Papas and Jo Jo Maman Bebe. Seraphine (the mid-range high street brand recently worn by Kate Middleton) offers a very 'safe' range of clothes consisting of wrap & knot dresses around £50. At the other end designer brands such as Isabella Oliver and Peaks of London create beautiful but impractical clothes. Silk and cashmere, tight fitting dresses, skinny jeans - sophisticated clothes in the style of Victoria Beckham. Pre-Bibee no one created designer quality clothes for 'real-mums' - good quality but practical clothes that flatter and function well.
Your people: 
The business is owned and run by Nicola Norris. Nicola has a background in business development and client services, managing multi-million pound accounts for blue-chip and FMCG companies. She also has experience in consumer `PR'. In addition the business employs the services of a specialist mother and baby PR company. They know our business and market well and mix with mother and baby media on a daily basis. We also work with a fabric and clothing designer who is collaborating to create the spring/summer 2015 collection. Manufacturing is done in Portugal using a high end designer factory who also manufacture for Karl Lagerfield (amongst others). This mix of skills has worked well.

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