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WORDS BYLINE: Deborah Cicurel
A mum of two has spoken out about how her ultimate parent bugbear - lost and odd socks - caused her to invest £50,000 in a solution.
Natalie Hull, 45, from Gloucestershire, was so frustrated with constantly losing socks in soft play centres, on buggy walks and in the washing pile that she decided to create her own business.
"While trying for the umpteenth time to get socks on my wriggling son only for them to slide off moments later I took to Google in a strop,” Natalie remembers.
"I typed in trousers with socks attached and couldn't find anything.
"Both of my boys were tall babies and I kept them in babygrows for as long as possible but once they'd grown out of them there were no more options to keep their feet warm and contained.
"I even tried woolly toddler tights but they were hot and itchy for my son who has sensitive skin.
"Not finding the appropriate product was a lightbulb moment. I had a business idea that I knew would help other parents.
“I didn’t want my boys to wear babygrows as toddlers – I wanted something that looked stylish and like separates, so Sockatoos was born.”
So in early 2016 Natalie sat at the kitchen table and sketched out a design for all-in-one trousers with socks sewn into the lining.
At the time she was a stay-at-home mum on a career break from her high-powered role in finance in London.
"At the time I felt my focus was being a mum but I had a good understanding of business and taking financial risks for great reward,” Natalie explains.
"I loved the idea for myself and as a business. I really wanted a pair. I spoke to friends and other parents and I had great feedback.
"It spurred me on to create a prototype and to take my idea seriously as a business.
“It was my husband who came up with the name Sockatoos. I thought it was playful and worked really well."
After sourcing a local design company to help her build a pattern and sourcing a manufacturer, Natalie paid £30,000 to make her high-quality cotton Sockatoos.
The first order contained 3112 pairs. They were made in China and shipped to Natalie's home.
“When the 50 large boxes arrived and were being offloaded, I did question what on earth I’d been thinking,” Natalie laughs.
"We have a small outbuilding which I use for stock and it’s very cramped in there!
"There’s always a worry when you invest money on something but I was confident they’d sell – whether it would take 12 months or 12 years was more the question.
"My husband is naturally risk averse, so he did worry, although he’s always been supportive. He’s definitely my best sounding board and reins me in if I get too carried away."
Now, almost eight years later after surviving the difficult fallout from Brexit and the pandemic Sockatoos have several designs and colourways including comfy joggers, jersey-lined baby jeans and brightly coloured cords.
Natalie estimates she has spent a total of almost £50,000 on design, manufacturing, trademarking, legal business costs and marketing.
"I went from earning good money in the City to haemorrhaging money in the beginning,” she adds.
“That was difficult but the highs in business have been worth it.
"I've collaborated with John Lewis, running pop-ups in their stores.
"I won the 2020 Made for Mums award for their ‘Can't Live Without Parenting Product’ bronze award and we have been short-listed for the prestigious Mother and Baby award for ‘Innovative Product of the Year’ 2025, to be announced next month.
"I know Sockatoos has huge potential and I want to see this through.
"I'd love to be stocked in department stores and be the go-to baby shower gift."
Natalie's boys are 13 and nine now and lost baby socks are a thing of the past for the busy mum who says she is a full-time business owner and part-time taxi driver now thanks to various sports and clubs.
"I haven't forgotten my days searching soft play ball pits for lost socks,” she laughs.
“I hope Sockatoos might save another parent from the same frustration!”
Find out more at https://sockatoos.co.uk
Featuring: Natalie Hull
When: 11 Nov 2024
Credit: Natalie Hull/Cover Images
**EDITORIAL USE ONLY. MATERIALS ONLY TO BE USED IN CONJUNCTION WITH EDITORIAL STORY. THE USE OF THESE MATERIALS FOR ADVERTISING, MARKETING OR ANY OTHER COMMERCIAL PURPOSE IS STRICTLY PROHIBITED. MATERIAL COPYRIGHT REMAINS WITH STATED PHOTOGRAPHER AND/OR SUPPLIER.**
2024-11-11
Cover Images/East News
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