Behind the Brand | Boody with Shaun Greenblo - Kiindred
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Behind the Brand | Boody with Shaun Greenblo

by Kiindred | posted 18th June, 2019

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Soft, comfortable and quality would be the top 3 words that come to mind when I think of Boody. I personally fell in love with the product when I had my first born and was introduced to the baby onesie but that quickly extended to their stretch jersey wrap (the perfect fabric and size for little Houdini’s) and then everything else in the range – for mum and dad included!

When we were filming our Mothercraft Expert Series, it was important for us to feature products that we truly believed in and Boody was certainly at the top of the list. Throughout the series you will see our gorgeous little ones from newborn through to the toddler years – all wearing their Boody onesies. Our settling techniques were demonstrated with the stretch jersey wrap and our cots dressed with the versatile muslin wraps.

Boody CEO, Shaun Greenblo has been supportive of Kiindred from the very beginning, even before he was a father himself. But he can now add ‘father of two’ to his title and shares with us what it’s like to run a successful business while juggling fatherhood – with two little ones in tow.

Shaun Boody

I believe your story started off with a combined passion for fashion and health. Can you tell us a little more about your story?

That’s correct. Our two founders, Dave Greenblo and Neil Midalia, combined their passions and experience in both the fashion and pharmacy industries to create Boody – a brand with comfort, style and health at its core.

What do you feel has been a key factor to your success?

The key factors to our success are our authenticity and our beautiful, quality product. We truly believe in the garments we sell and the fact our customers love them just supports this.

How far into your journey did Boody expand globally & how did you know there was a demand?

A couple of years in we realised there was a want for Boody overseas so we decided to expand to meet these demands. Boody is now sold in 16 countries (yes, we’re in Greenland too!).

We adore your baby range. What is the most popular selling item in the range?

That would have to be the Baby Long Sleeve Onesie. Our customers just can’t get enough of it and it’s clear to see why! It’s just so adorable.

Twins in Boody

How do you balance work & life. Do you successfully blend the two?

It’s really tough, but I make it a priority. I wake up at five and exercise, then try to be home by six for the kids. I drop my eldest at daycare every morning and then I’m off to work. I try to leave by 5:30 to get home to put the kids back to bed and then often work late. It’s a constant challenge and operationally I’d say I’m pretty successful but, other things suffer (i.e. sleep!).

What has been the most significant thing that parenthood has changed in you?

Perspective. All of a sudden you are in the world for these little amazing, developing people. It’s the most significantly positive thing that’s ever happened to me – 100%. Some things that used to bother me just don’t any more. The pressure is high as a result, but it’s worth every second.

Do you actively try to teach your little ones the importance of environmental issues?

Eco is a huge thing for our family. We try to do whatever we can in the home: recycle soft plastics, compost, no takeaway if in plastic, the changeover to eco lighting, limit light usage, buy and use only eco-friendly products. They’re still a little young to understand it all, but Noa – my 16-month-old – is fascinated by nature, so we really encourage that in him. We go for walks at night and point at the stars, stop and acknowledge different trees and play together in the garden. He loves it and so do I.

What’s one piece of advice about going from one child to two, that’s really resonated with you?

It’s not really a piece of advice, but more something I’ve learned: with the one you have two people, so you can take a break if you need it. With two there’s no break!

If you were to give advice to others wanting to launch their own business, what’s the one piece of advice you would give?

So often entrepreneurs get caught up with the glamour. They read success stories in the community and get caught up with the flashy tech and marketing  – they have to have the best systems running their business and have a sexy brand from day one. Keep it simple and build a great sustainable business and tack on the rest afterwards. Validation will be found in your product market fit, not in all the hype around it.

Did you ever anticipate that Boody would become what it is today? What’s next for Boody?

I actually did. We had a great product, a great channel to launch it into and were in a known growing market trend that was important to people. We had a great founding team and all the elements were there. All I needed to focus on was putting it all together in the most efficient, effective way. There are no easy answers or shortcuts. It’s just hard work and taking opportunities. We’ve only just begun our journey, and I’m so excited for the future.

Shaun Boody