Business in Profile

MINSKAT

1. Briefly describe your business.

MINSKAT which is Danish for My Little Sweetheart, specialises in the distribution of premium baby and maternity products. Our brands include designer parent bags, STORKSAK and BABYMEL LONDON, the MAMA MIO skincare collection and Danish designed children’s fashion, NU:GA for girls, NCK for boys and PICAPAU for babies.

Launched in Australia in 2006, MINSKAT PTY LTD has grown exponentially over the last three years with our distribution channels now encompassing Australia and New Zealand. Our team includes state retail sales representatives, graphic designers and a publicist, a distribution agent and managing director.

Details about MINSKAT and our portfolio of brands can be viewed online at www.minskat.com.au

2. Why did you start your business?

I always dreamt of owning my own business and the idea of representing luxury labels was especially appealing. I had been researching the markets for a long time looking for just the right products. Then following the birth of my son, I was lucky enough to receive a STORKSAK from family in the UK. I loved my bag, it was different to anything currently in the market, fashionable yet so practical and I decided that all Australian Mums should have access to them.

Some more specific research into STORKSAK lead me to the realisation that there was a definite need for more luxurious and fashionable international products in the Australian maternity and baby market; pregnant women and new mums want to look and feel glamorous! And with this in mind we started importing STORKSAK and then BABYMEL LONDON.

This year we will also introduce the Danish designed children’s fashion collections, NU:GA, NCK and PICAPAU from size newborn to 10 as well as the glamorous MAMA MIO beauty line. MINSKAT is now the exclusive distributor of six independent collections

3. Has starting your own business lived up to expectations?

It has been amazing, it is hard work but every minute you spend working on your own business and seeing it grow is very satisfying.

4. What have you enjoyed the most about running your own business?

I love the flexibility. It’s such a privilege to be in the office but to also see the children and spend time with them .

The fact that I can also work with products that I am really passionate about is a huge plus and there’s no better reward than seeing other mums get excited about our brands.

5. What is the biggest challenge for you in running your own business?

Time management is by far the biggest challenge. The business just keeps getting busier so I need to manage my time very carefully to ensure that I get the work done but also spend some quality time with my family.

6. How do you manage the juggle of running your own business with family?

Family always takes priority but I have a really supportive husband so between the two of us, we have some great time with the kids and I manage to squeeze in my work commitments as well.

Every Mum has to juggle varying priorities so I feel very fortunate to be running my own business and making my own choices about when and how I work.

7. Do you have a favourite networking opportunity or event?

MINSKAT has been very proactive in building relationships with the people that deliver the brands to the public. Retail and media relations are very important to us and we work hard to keep our stockists and the media up to date with news about our latest collections.

We have also been very lucky because our products have been popular with celebrities thus giving us additional media exposure.  To have A-list parents such as Angelina Jolie, Brad Pitt, Toni Collette, Julia Roberts and Gwyneth Paltrow actively using our products has been very useful in maximising brand awareness and retention so we’re always especially keen to promote our newest celebrity ambassadors!

In addition to our external communications with retailers and the media, MINSKAT regularly exhibits brands at baby and maternity expos throughout Australia.

8. Do you have any advice for anyone out there who may be thinking about starting their own business?

If you have a dream or a great business idea you should definitely pursue it. We spend so much time and energy at work so why not dedicate yourself to something you feel really enthusiastic about; in my experience the rewards are far greater when you’re working on your own creation.

For more information about  MINSKAT...click here