Projects / Finn + Emma

Project / 04 / Founder's company / Live

Finn + Emma

From business plan to seven-figure product brand: product development, brand, supply chain, retail and ecommerce, built and run for 13 years.

Founder's company
Brand
Physical products
Supply chain
Shops
Online store

Visit live site ↗

Organic clothes, toys and baby gear. Still live today.

Type: Founder's company, before the studio
Status: Live
Role: Founder & CEO, 2011–2024
What: Organic baby clothes, toys and gear
Sold: 1,600+ shops and an online store
Team: About 18 people and a sales network

The opportunity

Why should organic baby products look boring?

Before: In 2011, organic baby products were taking off. Most looked worthy, not desirable: beige and earnest.
The opportunity: Organic materials, fair production and great design, in one brand parents actually want.
Starting point: A business plan and a few thousand dollars. Then $500,000 from an investor who backed Anna, not just the idea.

What we did

Founder and CEO. The whole company.

Positioning
Brand
Product design
Sourcing
Production
Certification
Wholesale
Online store
Marketing
Funding
Licensing
Team
Succession

From first sketch to finished product.

Idea
Design
Sourcing
Sampling
Certification
Manufacturing
Market

Decisions

Three decisions that mattered.

Tools are easy to get. Knowing what to build isn't.

01
Design and sustainability, no trade-off.
Why
Parents wanted organic. They didn't want boring.
What it changed
GOTS-certified organic cotton, non-toxic dyes and fair production, in products people wanted to buy.
02
Shops and online, from the start.
Why
Shops bring reach. An own store brings a direct line to customers.
What it changed
The online store grew to 250,000+ customers and became the biggest channel.
03
A company that runs without its founder.
Why
A business that needs its founder for everything isn't finished.
What it changed
A sales hire grew into Head of Sales, then CEO. The company kept going after Anna.

What we built

The whole business, not just the screens.

Sorted by what the business needs to run. What customers see is only one part.

Venture

Founded from zero and bootstrapped. Then seven figures in angel funding.

Brand

Positioning, identity and the whole creative world around it.

Product

Clothes, bibs, toys, bedding and baby gear, from sketch to finished product.

Quality

Materials, specs, samples, testing and certification, safe for babies.

Supply chain

Factories in India and a women's collective in Peru that hand-knits the toys.

Wholesale

A sales team, reps, trade shows and distributors. 1,600+ shops, including Japan.

Online store

Launched early. 250,000+ customers. It became the biggest channel.

Marketing

PR, social, influencers, email and paid ads. 200,000+ followers.

Licensing

Collections with Disney, Sesame Street, Harry Potter, Batman and more.

Team

About 18 people, an outside sales network and a leadership team.

Succession

Leadership that took over the day-to-day. The company runs without Anna.

Exit

After 13 years, Anna sold her stake in 2024. The brand is still live.

Screens

The real product.

Each screen shows one thing. The caption says what.

Toys hand-knitted by a women's collective in Peru.

In numbers

Thirteen years, in numbers.

13: Years as founder and CEO
1,600+: Shops that sold it
250K+: Online customers
200K+: Social followers
18: People on the team
7 figures: Annual revenue

Is this like yours?

What Finn + Emma shows.

If your project has some of these, this one is worth a look.

PROOF.LOG

Knowing what a business needs every dayOK
Brand and product in one handOK
Physical products, from sketch to shelfOK
Selling online and through shopsOK
Raising money and building a teamOK
A company that runs without its founderOK

The tools changed. The experience didn't.

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