By George! Babywear duo celebrate £5m backing for US growth after Royal Prince steps out in robe and slippers
A retailer selling personalised baby and child products has secured £5 million for expansion into the US.
Prince George was wearing a dressing gown and slippers from the firm, My 1st Years, when he met US President Barack Obama last April.
The founders, childhood school and university friends Daniel Price and Jonny Sitton, had the idea after making a pair of personalised baby shoes for their friend’s newborn daughter, inspired by Nike’s NikeID tags.
Royal approval: Prince George was wearing a dressing gown and slippers from the firm, My 1st Years, when he met US President Barack Obama last April
They launched the company, which has a £7 million turnover, in 2010 and have since extended the product range to include bath robes, clothing, bedding, storage, suitcases, backpacks and toys.
The latest growth funding round was led by investor Beringea and supported with funds managed by investment group Hargreave Hale.
The firm, which is based in Northampton, previously secured funding from high net worth individuals, including Lord Alliance, co-owner of fashion group N Brown.
Bright idea: My 1st Years was founded by childhood school and university friends Daniel Price and Jonny Sitton
It brings the total raised by My 1st Years to £7million.
The company launched in Harrods last month and has also partnered John Lewis and Selfridges.
Price said: ‘With this funding under our belt we’ll be able to invest in skills, marketing and expansion into the US.’
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