Building an eCommerce Business: 10 Years of Scandi Mini
For over a decade, I built and ran Scandi Mini, one of the UK's largest independent Scandinavian children's fashion and interiors retailers. What started as a passion project when my son was a baby grew into a thriving business that taught me invaluable lessons about entrepreneurship, trend forecasting, and staying authentic in a competitive market.
The Beginning: Passion Meets Opportunity
I've always loved art, design, and fashion. When my children were born, I found myself drawn to the beautiful, minimalist aesthetic of Scandinavian children's products—but struggled to find them easily in the UK. That gap in the market, combined with my passion for good design, sparked the idea for Scandi Mini.
I had no experience with websites, retail, or logistics. What a journey it turned out to be!
Building a Brand on Authenticity
From day one, Scandi Mini was built on my genuine love for Scandinavian design and my eye for spotting emerging trends. I wasn't just selling products; I was curating a lifestyle and sharing my cultural heritage with UK families.
This authenticity resonated with customers. They trusted my selections because they could see the care and expertise behind every product choice. In a market flooded with mass-produced items, offering carefully curated, high-quality Scandinavian pieces set us apart.
The Importance of Trend Forecasting
One of my greatest strengths has always been trend spotting. In the fast-paced world of children's fashion and interiors, staying ahead of trends was crucial. I spent hours researching Scandinavian design movements, attending trade shows, and building relationships with Nordic brands.
This wasn't just about following trends—it was about understanding the cultural and aesthetic movements that would shape what parents wanted for their children's spaces and wardrobes. My background in ethnology and deep connection to Scandinavian culture gave me insights that pure market research couldn't provide.
Lessons in Resilience
Running an eCommerce business for over a decade taught me resilience. There were challenges: economic downturns, increased competition, the complexities of international shipping and Brexit, and the constant evolution of digital marketing.
But each challenge was also an opportunity to learn and adapt. I learned to be resourceful, to pivot when necessary, and to stay true to the brand's core values even when market pressures suggested otherwise.
The Legacy
Though I've moved on from Scandi Mini, the experience shaped who I am as a business person and marketer. It taught me the power of niche markets, the importance of authentic branding, and how to build lasting customer relationships.
Today, I bring all these lessons to my work helping other businesses grow their digital presence. The skills I honed over a decade of running Scandi Mini—trend forecasting, understanding consumer behaviour, building authentic brands, and navigating the eCommerce landscape—are now tools I use to help my clients succeed.
Scandi Mini will always be a proud chapter in my story, and I'm grateful for every lesson it taught me.