Conscious product design + development
for baby, kids and family
Welcome to
the Haberdashery
The Haberdashery is a specialist soft goods design consultancy helping brands re-imagine and design conscious products for the baby, kids, and family markets. Led by Jules Caldwell, we combine strategy, design, and hands-on development to bring purposeful, circular ideas to life.
We believe there is a new way to make products; one that’s thoughtful about materials, mindful of the planet, and aligned with a circular future.
Let’s re-imagine what better looks like, together…
Our Latest Projects
How do you grow beyond a glass ceiling?
Dock-a-Tot
How do you innovate faster without increasing risk?
iCandy
How do you take over a licence and make it relevant from day one?
Rainbow
What Sets Us Apart
We are a textile-led design studio specialising in soft goods where they matter. We work at the intersection of hard and soft, understanding how materials, construction, and use shape real products.
With deep experience across innovation and global supply chains, we help brands integrate soft goods into wider product ranges and systems; designing realistically, responsibly, and with intention. Our focus is on fewer, better products that deliver long-term value for people, businesses, and the planet.
Deep knowledge of textile engineering where hard goods meet soft goods
A textile-led studio with strong systems and manufacturing understanding
Supporting purposeful, circular design through fewer, better products
A flexible, plug-in design studio bringing big-brand knowledge and specialist expertise to your project.
Our Services
We enable you to create new products for baby, kids and parenting markets.
With design services from a perceptive market view, all the way to hands on factory liaison. Always with a thoughtful and conscious approach. Choose one, all or a combination of our services.
01/
Strategy
+ Design
Strategic design thinking combined with conscious product design. Using market insight, trend forecasting and commercial understanding, we help validate ideas, define purpose and design products with meaning, longevity and a clear place in the market.
02//
Prototype
+ Trial
Materialising your ideas into tangible products. We work with you to explore fit, function, materials and form through sampling, testing and refinement, helping you shape the right product and communicate your concept with confidence.
03///
Manufacture
+ Launch
Hands-on support from manufacturing to launch, from supplier matching and factory liaison to production and shipping. We help you bring products to market with realistic costs, the right processes and confidence at every stage.
To find out about all our service in more detail, let’s talk.
Haberdashery Nursery Forecast
A specialist CMF forecast for nursery brands sourcing white-label products who want to move beyond off-the-shelf colour and styling. Built around four future-focused CMF stories, it helps buying and product teams make confident decisions for future ranges.
About The Studio
At The Haberdashery, we believe commercial design can be responsible, intentional, and deeply human, and that the things we put into the world should always be worthy of their space in it.
The Haberdashery was formed through years of working within commercial design, delivering at pace and at scale for global brands. That experience brought a clear understanding of what is gained when design is efficient, and what is lost when volume outweighs value. Too many products. Too little thought. Not enough care for who things are truly for, or where they end up.
The Haberdashery is a design studio built on the belief that design should be intentional, informed, and accountable. With textiles at our core, our multi-disciplinary team brings deep experience across materials, colour, and production, working closely with brands to craft the story of each product and carry it through every aspect of form, function, and user experience.
In doing so, we create products that are both beautiful and intuitive, that resonate with their audience, and that meaningfully champion the brands behind them.
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Our work begins with understanding. We take time to listen, to people, to materials, and to the realities of production. By working collaboratively with brands and in-house teams, we shape ideas early, ensuring design decisions are informed, practical, and commercially grounded.
This approach allows us to bring clarity to complexity, aligning creativity with long-term value from the outset.
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We believe good design is responsible design. Our values guide how we work and what we choose to make, shaping decisions at every stage of the process.
We prioritise care, curiosity, and integrity, champion fewer, better products, and support brands taking meaningful, achievable steps toward more conscious and circular ways of working.
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Textiles sit at the heart of everything we do. With deep expertise across colour, materials, finishes, and soft-goods design, we work at the intersection of hard and soft goods, bridging design intent with manufacturing reality.
Our experience spans concept through to production, helping brands navigate complexity and deliver products that are considered, well-made, and built to last.
Kind Words
Our collaborative design approach results in long-lasting relationships with our clients, but don’t take our word for it…
Talk To Us
Lets reimagine what better looks like together.
We work alongside creative leads, designers and founders as a thoughtful design partner - helping turn ideas into well-made, production-ready products. Share a little about your project in the contact form and let’s start a conversation.
Alternatively, you can book a call.
Wherever you are in the process, we’ll help you take the next considered step.