When we talk fashion, we almost always presume that it’s the preserve of grownups.
Unless it’s clear from the start that we’re discussing clothing specifically meant for children, it seldom crosses our minds that they do need- and have -dedicated clothing styles and lines of their own. The biggest clothing brands in Nigeria produce adult size garments, but choose to not touch a market base that’s
over two fifths of the country’s population.
Tumbling in to meet ignored needs
Ruff ‘n’ Tumble, Nigeria’s foremost children’s clothing chain, was founded in 1998, when the ignorance of the space by local players was even more glaring. The brand runs with the aim of clothing Nigeria’s newborns, kids and teenagers with apparels that are “flattering, smart and tailored to fit,” precisely the sort of ambition you’d expect of mainline fashion for grownups. But Ruff ‘n’ Tumble does keep its offerings child-friendly, which partly accounts for its longevity.
The story of Ruff ‘n’ Tumble began with the decision of a mother to make her children’s pajamas herself.
Adenike Ogunlesi, who founded the company, says it grew out of her not finding suitable pyjamas for her kids – a testament to the vacuum in the children’s clothing market at the time. But it was only after she got a request for similar pajamas from a friend that she realized the opportunity this presented. Since then, Mrs. Ogunlesi has gone from car boot pajama merchant to CEO of Nigeria’s most widely recognized kids clothing retail brand.
What’s on offer at Ruff ‘n’ Tumble
Ruff ‘n’ Tumble sells an impessive assortment of boys’ and girls’ outfits: dresses, T-shirts, skirts, polos, leggings, trousers, shorts, chinos, sneakers and assessories. It has its own clothing label amongst this lot, and retails several other international favourites as well. Overall, Ruff ‘n’ Tumble offers more than a thousand unique garments and accessories, inspired by local and global tastes and influences.
The clothes on sale at Ruff ‘n’ Tumble can be picked up any of its stores nationwide; but the convenience of
ecommerce is also available for customers who prefer to have their buys delivered to them instead. Orders can be made via the store’s website. Delivery usually takes 1-4 working days, or a maximum of two working days if you opt for express dispatch. Customers can monitor the progress of their deliveries too, through their online account on the website.
Besides its retail business, the company pushes social impact programs. One of these, the Betti-O School of Fashion, trains aspiring fashion designers, typically young women. It also runs a children’s charity,
I Share Cuz I Care, which works to improve the lives and future prospects of children through creative fundraising and social transformation projects.
Find out more about Ruff ‘n’ Tumble
here.
