Since 2024, UK-based kidswear brand MIMI & LULA has trusted LE NEW BLACK to support its growing wholesale operations. Founded in 2017 by industry veterans—and new mums—Natasha Hodson and Nicola Byrne, the brand quickly made a name for itself with its playful, sparkly accessories designed to bring joy to kids (and their parents). With a vibrant assortment ranging from colourful clips to whimsical bags and dress-up treasures, MIMI & LULA lets children express their personalities with flair and fun.

Today, the brand is available in over 75 countries and stocked by more than 1,300 retailers — but behind the glitter lies a thoughtful approach to growth.

In our latest case study, we explore how Mimi & Lula restructured their wholesale operations to keep up with rising demand — without compromising on creativity, team efficiency, or buyer experience.

Inside the case study, you’ll learn how the brand:
• Identified the tipping point that made digital transformation essential
• Connected their ordering system directly to their ERP to reduce manual workload
• Equipped their sales agents and stockists with a smoother, image-led experience
• Managed international growth while maintaining brand consistency

Download the full case study
Discover how Mimi & Lula built a more scalable wholesale model — and what your brand can learn from their journey.