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From baby steps to growing global

TEXT: MARI KOSKINEN | PHOTOS © TOMMI HYNYNEN

Last year, Scan Magazine wrote about Gugguu, a start-up that was born when two sisters, Anne Valli and Miia Riekki, wanted to create high-quality children’s wear. Gugguu’s simple collections continue to be a huge success and have also since been showcased in the fashion capital of the world, Paris. In December, Gugguu launched its collection designed by Minttu Räikkönen, and now the brand is taking big steps forward, as investors have come in to take Gugguu to the next level.

“We have partnered with the reputable investment company Panostaja,” says Anne Valli, co-owner and chief operating officer at Gugguu. “They bring us their perspective and in-depth expertise to help us grow and go international. Together, we have been working on a new international business strategy, which will concentrate on our online presence and sales. Designer Minttu Räikkönen has also invested in the company and works as an international ambassador for the brand.”

Valli continues: “We feel that we are now ready for this next phase. We have also had another big project behind the scenes; we have migrated our online store to a new platform. This ensures that we are now ready to upscale our business to a whole new level. Also, our office and storage facilities are moving to larger premises during this spring.”

Building a responsible, transparent business

“We could not have reached this point without our loyal customers,” says Valli. “We really value their ideas and feedback. That’s why we want to make contacting us as easy as possible, and are committed to responding as quickly as we can. Many products and processes have been improved based on customer feedback.”

Gugguu’s success is built on their idea of being true to their values. “Right from the start, everything has been based on our values, building responsible and transparent business – and our new investors share our vision,” explains Valli. “We use organic, safe materials that we test for durability. Our clothes are produced either in Finland or in the Baltics, under our careful watch to ensure excellent working conditions. The end products are tested too, to ensure that they are also comfortable for the kids to wear. We will continue to keep up the high standards and to listen to our customers also in the future.”

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