Daniel Price and Jonny Sitton: My 1st Years

The bespoke baby product business with Elton John and Kate Middleton as customers

Daniel Price and Jonny Sitton, both 28
Company: My 1st Years
Web: www.my1styears.com

The concept for My 1st Years originally came from founders Daniel Price and Jonny Sitton’s struggle to find their friend’s baby girl a timeless, unique and affordable gift. Frustrated by the lack of available options, the two best friends decided to put their creativity to the test and make their own present, a pair of personalised baby shoes. After fulfilling numerous requests from friends for similar products, the duo knew there was a gap in the market and in 2010 they decided to launch My 1st Years – a now multimillion turnover bespoke baby product business.

Since launch, the company has extended its product range from exclusively babywear to include toys, bath and home accessories; and as well as selling via its own e-commerce platform, it now has an impressive stockist list that includes John Lewis and Selfridges.

Thanks to its multiple retail channels, the brand has amassed over 65,000 customers to-date, including a host of hugely influential names like Elton John, Danny Minogue, Kate Winslet, Victoria Beckham and Kate Middleton, and with a little help from veteran business owner Sir David Alliance and an investment pot of over £1m, its explosive growth shows no sign of abating. 

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