Business Talk Magazine

There is an old saying, “A baby is a miracle that you would like to share, an angel that you always handle with care.” While parenting is undeniably difficult, it has a beauty all its own. Children truly make our life complete. The determination of parents to bring a child into the world is a journey, unlike anything. After the baby is born, every parent wants to give their toddler the best care, dress them in the most stylish clothes, and provide them with all they need to develop healthily. And this is definitely not a fancy trend – it is a passion that portrays parents’ love for their children. 

But, there needs to be some considerations while choosing fashionable items for kids. If its clothes, fabric selections, openings and fastenings, fit and ease, trimmings – must be kept in mind to conform to their skin’s sensitivity and care. In the case of other accessories, the relevant comparable elements should be ensured. Elli Junior is a holistic brand that understands the needs of kids in every stage of development. It’s a one-stop-shop for everything your kids need for comfortable growth.

ENVISIONING COMPLETE CARE

Elli Junior is the innovative concept of a passionate mother, Elli Kasbi. Having two beautiful daughters, Elli believes that every child deserves a joyful upbringing, which is why she started her online store. The platform offers every fashionable product parents can think of for their kids, including baby accessories, wooden toys, interiors, and furnishings. It sources products from the best-in-class European brands, like Elodie Details, Jabadabado, Teddykompaniet etc. All the products are suitable for newborn to age of 5 and envisioned to make the world a better place. Along with kids, the brand also cares about a mother, specifically, the moms-to-be. It has a specific category called “Pregnancy and Postnatal Must-Haves” that has everything you need to make your pregnancy happy and “easier” 9 months!

THE FOUNDER AND HER VISION

Beautiful and lively, Elli always envisioned being an entrepreneur, even as a professional woman. She is Persian by origin, brought up in beautiful Sweden and in Dubai for the last 7 years. Expressing her life in UAE, she says, “I now call Dubai home, and we love it. We love to see the sunlight 365 days a year, endless opportunities, the diversity of all nationalities and most of all, I love the beach.” She has strong experience in IT and finance, having worked for one of Sweden’s largest banks in Stockholm. She also worked for two years in a media company in Dubai. Throughout the stint, she has witnessed the highs and lows of the business world, including both success stories and initiatives that did not do well. 

However, her underlying passion was always fashion and e-Commerce. After 2 years  in Dubai, she found a deficit in the children’s apparel. And, as a long-time lover of the Swedish label Elodie Details, she imagined high-quality clothing with a Scandinavian aesthetic and a focus on sustainability. The concern made her imagine an online marketplace for exclusive baby apparel and accessories. She wanted to bring the exclusivity of the Swedish Brand into the GCC region. Thus, she brought Elli Junior into existence. “I had no experience in retail, e-commerce, or import/export; all I knew was that I wanted to change the deficit in the UAE market,” she says. Her vision has unfolded in great strides. Elli Junior is present in 20 trending stores across the GCC. In Jan 2020, Elli Junior launched its own collection of high-quality organic baby towels, playmats, bamboo blankets and lots more. Recently, the brand launched its first open shop in Galeries Lafayette in Dubai Mall. And while all its offline fronts don’t have the entire collection, its online platform offers the whole gamut. The brand also offers cash on delivery, fast and free shipping with free gift wrapping. While the business focuses on online expansion, the Dubai Mall site draws a massive attraction, allowing customers to touch and feel the products.

UPKEEPING CUSTOMER SATISFACTION

Elli Junior is a one-stop-shop to buy anything from a baby shower and birthday gifts to decorative accessories. Its environmental and sustainable approach to design makes it preferred to customers. The Brand’s vision is to be “The Designed sustainable premium alternative” across the GCC region. As one of the exponentially thriving regions, parents here only prefer eco-hygienic products for their children. As such, every product is tailored to the region’s living standards and the quality that parents expect. Furthermore, it places a high value on customer service and packaging, ensuring that what is delivered is a high-end product to every home. “Our concept is to distribute high-quality European brands with a focus on design, quality and sustainability to the entire Middle East,” says the founder. Staying on this course, the Brand has expanded through word of mouth. 

It also has 24/7 customer service maintained to the highest standard. Customer satisfaction is its utmost priority – it is what has sailed them through waves and tides. The brand sustains relationships with clients. Instead of eyeing competition, it strives to be the best version of itself. R&D plays an integral part in this. It helps to adapt to the generation, adhere to customers’ myriad needs, and ensure they don’t settle for less. Put it simply, R&D helps in stepping up the game while staying close to the customers.   

A HOLISTIC SETUP OF PASSION AND MINDS

Elli Junior is led by an indomitable mother but supported by many young heartfelt minds. Although it is a startup, its team goes over and beyond on a daily basis. Their tireless efforts keep the brand running like a well-oiled machine. “Where we are today would not be possible without my amazingly dedicated team,” proudly shares Elli. Each team member contributes the passion, drive, and dedication necessary to achieve the brand’s goal in a responsible way.

“Nothing is impossible for us, we are fast and we are fearless” – Elli Kasbi 

However, Elli does believe that her team deserves more than she gives them. They’re a start-up, and since the market is still recovering, cash reserves are important to keep growing organically. But, she has given them an opportunity they are proud of. 

SET SIGHTS ON A GROWING TRAJECTORY

With incorrigible inception, Elli Junior has made quite a buzz in the GCC region. It is witnessing a high average spend, with return customers. It has been growing since its inception, doubling its revenue every year. Elli wholeheartedly acknowledges her team for this growth. She is proud of them and believes their collaboration will help in thriving across the MENA region. In the years ahead, she aims to enlarge this team with like-minded people to uphold the core quality and earn a much preferable presence among customers. 

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