Company Performance Metrics
Miia Riekki: Co-Founder, Co-Owner, CEO & MD
Gugguu was born in 2012. The siblings, the mothers of three children, were challenged to find quality, stylish and durable kids' clothes for their children. A wide range of children's clothes was available, but unfortunately, the design of the clothes did not please or the quality did not meet the high quality expectations. It was
important for the sisters that the garment should be properly used and that the clothes could be recycled to the next children. So the idea of the idea was to start designing and manufacturing children's clothes themselves.
From the outset, there was a very clear vision of what kind of children's clothing brand it would be and what it should look like. One of the most important things was that the product is of high quality. The idea was that the clothes would be simple in design, with small and interesting details and cuts that would attract attention. We wanted to think carefully about garment design. It was also very important that the products were ecological and ethically produced. Faith in my vision and values was very strong. So the sisters boldly went to the unknown industry as entrepreneurs.
The company was founded in 2012. After long searches and experiments, we finally found suitable fabric suppliers from Finland and Estonia and a reliable producer from Estonia. Values guided each step. Before the first collection was produced, the brand had to come up with a name. Many different options were considered, but no suitable name seemed to be found. At last, however, it was found, and even in a memorable way! The owner of the brand talked about his company coming up on the phone, suddenly another 1-year-old little man came round the corner with groping steps, a wide smile on his face, and a sophomore "Guggu!" That was it!
The first of its own collection, which included a total of 12 different products, was released at a children's fair in the spring of 2013. It began with Guggu's journey. Over the years, the collection has expanded abundantly. T-shirts and college products have come with collections of outerwear and accessories. All in all, different products are currently available in more than 100pcs with different color variations. Knitwear has been made in Finland from the beginning, which is an honor for us. The first factory in Estonia is still an important partner for us, but alongside with the growth we have been looking for new production plants sharing the same values.
