Roy’s Boys continues portfolio expansion with personalised character pyjamas

Roy’s Boys is expanding its portfolio and slipping into the pyjama space with a range spanning leading children’s entertainment and sport brands including Hey Duggee, Bing, Baby Shark, a portfolio of football clubs, and more.

It’s the latest move from the sock specialist to diversify it product portfolio which now encompasses quirky fashion socks and leggings, as well as pyjamas. The firm has teased that more “exciting additions” to the range will follow in due course.

“The personalised pyjamas are a great addition to our range,” said Hannah Lowe. “We are continuing to tap into the online market that the bricks and mortar retailers do not have the capacity to reach, with bespoke gifting. We are building on what we do best and what Roy’s Boys is all about – giftable products at a high quality.”

Over the past year, Roy’s Boys has grown to a reach of over a million customers and is planning to significantly increase its following further over the next year. Marketing is the key to online success, a mix of posts and ads through the Roy’s Boys platforms as well as additional organic posts from licensors has contributed to an uplift in sales. 

Anita Majhu, senior licensing manager, BBC Studios, said: “I am delighted that Hey Duggee is part of our valued partner’s expanding product range. Our customers have responded really well to Roy’s Boys’  new nightwear and it’s great to be able to reach our customers in such a fun and personalised way.” 

Roy’s Boys’ Ben Lowe, added: “After only launching the personalised pyjamas at the start of this week, they have gone wild already and with Father’s day looming we are anticipating a busy one. After the past year, 2021 is looking incredible for us and the buzz around the office is so great to see. Roy’s Boys is growing at a phenomenal rate – a silver lining to the pandemic.”

Roy’s Boys launches new baby and toddler leggings as team promises ‘further expansion plans in months to come’

Roy’s Boys is launching a new addition to its matching family socks range with the introduction of a new line of leggings featuring family favourites Pepper Pig, Hey Duggee, and Little Miss Sunshine. The new leggings range will be added to throughout the year.

The expansion of the family range arrives following a year of ‘unprecedented growth’ via the Roy’s Boys website, marking just the beginning of plans to further build the portfolio over the coming months.

“Since lockdown began last March, we have seen unprecedented growth on our Roy’s Boys site that is incredibly exciting for us all,” said Hannah Lowe, account manager and self-named Roy’s Boys’ favourite child.

“We want to continue to keep things fresh and new for our customers to keep them coming back for more. Leggings are definitely the beginning of our expansion, hold tight for more news in the months to come.”

Ben Lowe, First Boy at the family run business, added: “We have taken Roy’s way of makign the perfect sock, and applied it to these baby and toddler leggings. A soft combed cotton, and a super springy backing yarn create leggings that hug and wear well.

“The only seams are around the nappy panel, and we have made them to lie as flat as possible on the fabric. As always, our aim it to maintain a high quality product that will even last the test of a toddler.”

View the collection of leggings here 

Josh, Roy’s First Marketing Guru, concluded: “Over the past year, like many companies we have experienced constant change and we are rolling with it. One of the main focus’ of our business for the year ahead is our online growth, as this is now over 50 per cent of our business.

“Retail and the way consumers are shopping is evolving rapidly and we as a company pride ourselves in being adaptable, maintaining a rapid response and changing with it. With Roy’s Boys, we believe that the quality and giftable presentation set us aside from other retailers and keep customers coming back for more.”

Roy’s Boys gears up for ‘most successful Christmas to date’ as online socks sales surge

Following what’s been a challenging year across the industry, Roy’s Boys is bucking the trend and gearing for what looks to be its ‘most successful Christmas to date,’ with sales already booming for the licensed socks specialist, as early as October.

Early signs for a successful 2020 in spite of the year’s current narrative, appeared when the family-run outfit sold ‘a year’s worth of stock’ for Father’s Day alone. Now, buoyed by the trending increase in spend on its clothing line, the business is ‘going full force’ to make sure it is fully stocked up for what looks to be its best festive season so far.

“We are looking to employ additional staff locally to make sure we can get all the orders out in time for Christmas,” said account manager Hannah Lowe. “And yes, it is looking like the bald-headed sock seller is going to be pulled out of retirement (temporarily, don’t worry) as we will need all hands on deck down at the Sock Mine.”

The company expects the ongoing Christmas shopping surge to reflect consumer trends of earlier in the year, a matter that is now underpinned by the second wave of Covid-19 infections now washing over the country. The team is expecting to see a majority of sales coming through the online channels – mirroring the Father’s Day uptick – as the most convenient or accessible means for Christmas shopping this year.

Roy’s Boys’ family packs offer a bespoke gift made unique to each customer, a point of difference, states the company, to what most brick and mortar retailers are able to do.

Matching family socks in the range include Peppa Pig, Hey Duggee, PAW Patrol, Bing, Mr Men, and Baby Shark, with ‘at least half a dozen’ characters being added at the start of next year, too.

Ben Lowe, added: “As a business that has been running for almost 25 years, it has been great to see the whole company pull together and completely adapt the usual ways of working.

“For us, one of the main positives to come out of 2020 has been seeing Roy’s Boys take off and as online sales are soaring, it is only looking up in our eyes. For 2021, we are looking to expand the amount of characters we offer with even more key licenses on board – it truly is an exciting time. Watch this space.”