Children are stepping out like catwalk stars thanks to a mum who turned her horror at her daughters’ wasted clothes into a kids’ wardrobe rental service that earned £140k from the stars of TV’s Dragon’s Den to invest. Confronted by piles of stashed away hand-me-downs when her second daughter was born, Charlotte Morley, 41, knew she could not go on hoarding or discarding worn clothes every three months when her girls grew.
Charlotte, who lives in Twickenham, south west London, with her managing director husband Nick Morley, 47, and their children Rosa, five, and Edith, three, spent every night of her maternity leave from her then job as head of digital product for an online marketplace, tinkering with ideas. With no business experience, she created the children’s clothing rental service, The Little Loop, in April 2020.
“When my kids were babies they were growing every few months and they continued to grow out of things all the time as they got bigger. I was buying new clothes every three months," Charlotte explained. "The cycle of buying clothes for your children never ends, it’s something every parent has to go through. It was so expensive, but more than that, it made me a bit sick that there were so many clothes.”
