Building a Successful Brand: An Interview with Marieke Florisson of Milo & Me

In the world of children's eyewear, Milo & Me stands out as a brand that truly understands the needs and desires of its young audience. Founded in 2017 by Optiplus guided by brand manager Marieke Florisson, the brand has quickly grown to be sold in over 30 countries, capturing the hearts of children and parents alike with its unique blend of design, functionality, and affordability.

In a recent interview, Marieke shared her journey and insights into building a successful children's eyewear brand. From the initial spark of the idea to the challenges of international marketing, she offered valuable lessons for aspiring entrepreneurs and seasoned marketers alike.

The Genesis of Milo & Me

The idea for Milo & Me was born out of Marieke's personal experience as a mother and her observations of children interacting with their glasses. She noticed that many children were self-conscious about wearing glasses, often removing them during play to avoid breakage. This sparked a desire to create glasses that were not only stylish but also comfortable, durable, and safe for children to wear.

With the support of her employer, Optiplus: a wholesaler for opticians, and its German sister company B&S, Marieke embarked on the journey of creating Milo & Me. The brand's philosophy was simple: to design glasses that children would love to wear, allowing them to play freely without worrying about wearing eyewear.

Building a Brand that Resonates with Children

One of the key factors contributing to Milo & Me's success is its strong brand identity. The brand's logo, a playful and mischievous raccoon named Milo, embodies the spirit of childhood. This relatable character allows children to connect with the brand on a personal level, making them feel like they are part of the Milo & Me community.

Milo & Me's commitment to inclusivity is reflected in its marketing materials, which feature a diverse range of children from all walks of life. This approach ensures that every child can see themselves represented in the brand, fostering a sense of belonging and acceptance.

The Importance of Content Creation

Content creation plays a crucial role in Milo & Me's marketing strategy. The brand regularly produces high-quality photos and videos that showcase its products in a fun and engaging way. This content is shared across various platforms, including social media, email newsletters, and the company's website, allowing Milo & Me to connect with its target audience and build brand awareness.

The brand's content creation process is a collaborative effort, involving a team of photographers, videographers, and stylists. Marieke plays an active role in this process, ensuring that the content aligns with the brand's values and aesthetic.

International Marketing and Distribution

As Milo & Me has expanded into new markets, international marketing and distribution have become increasingly important. The brand currently works with distributors in over 30 countries, each with its own unique cultural nuances and marketing preferences.

To ensure consistency across markets, Milo & Me provides its distributors with comprehensive marketing materials and guidelines. This includes translated product descriptions, social media posts, and advertising templates, allowing distributors to effectively promote the brand in their respective regions.

Challenges and Opportunities

Building a successful brand is not without its challenges. For Milo & Me, one of the biggest challenges has been maintaining brand consistency across different markets and distribution channels. To address this, the brand has implemented strict quality control measures and provides ongoing support to its distributors.

Despite the challenges, Milo & Me continues to thrive, driven by its strong brand identity, commitment to quality, and focus on customer satisfaction. The brand's success is a testament to the power of understanding your target audience and creating products and marketing campaigns that resonate with their needs and desires.

As Milo & Me continues to grow, it is poised to become a leading name in the children's eyewear industry. With its innovative products, engaging content, and dedication to customer service, the brand is sure to make a lasting impact on the lives of children and families around the world.

☞ Check out the Milo & Me website for the latest collections and campaigns