How Katie Reignited Her Love for the Business While Preparing to Scale

The struggle

By the time Katie joined Retail by Design, Bibbilyboo was six years in — and outwardly, things looked great. 64,000 bibs sold, a factory secured, and a cabinet full of awards.

But behind the scenes, she was exhausted. Sales had started to dip, cash was tied up in stock, and the joy she’d once felt for the brand was fading fast.

The move to factory manufacturing was a key pivot, but also a massive adjustment — long lead times, higher MOQs, and bigger upfront risks.

“The business was controlling me, not the other way around. I didn’t understand my stock well enough. Cash flow felt confusing. I was working harder than ever and seeing less return.”

The business

Bibbilyboo

Waterproof dribble bibs

Blackpool

The client

Katie

Key result

Rekindled founder motivation, clear stock and sales plan, 14 new stockists

Timeframe

6 months inside Retail by Design

Service used

Retail by Design

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The why

Katie was ready to get off the hamster wheel.

She was looking for clarity, confidence, and support — both strategic and emotional. Retail by Design offered a space to slow down, zoom out, and rebuild a business model that actually worked for her.

“I’d been following Catherine for years, and I knew she had the retail knowledge I needed. It got to the point where I said: If this doesn’t help me get back on track, maybe it’s time to walk away.”

The work

Katie and I worked through every layer of the business.

Here's what we worked on

Stock & Sales Planning

We built a custom forecast to track bundle performance, bestsellers, and reordering needs. She learned how to adjust production to sales — not the other way around.

Cashflow Awareness

Introduced stock thresholds and taught Katie to see every bib as cash on a shelf.

Sales Channels

We reviewed pricing, bundles, promotions and channel performance across DTC, wholesale, shows and Amazon.

Team & Time

We mapped out her priorities, removed low-value tasks, and supported her to shift from reactive to focused.

Mindset & Motivation

Weekly accountability calls plus coaching helped her reconnect with her strengths — and fall back in love with the brand.

The results

Reordered strategically from her manufacturer using a clear spreadsheet system

Confirmed orders with 14 stockists, including a major UK baby store

Shifted low stock with smart promotions (not just because everyone else was doing Black Friday)

“I found the love for it again.”

Feels in control of production, cash flow and upcoming launches

Reframed her identity as a successful founder, not just someone ‘who makes bibs’

Is no longer second-guessing decisions — especially around stock, bundles and pricing

Reconnected to the joy of meeting customers in person and hearing how Bibbilyboo has helped

The review

“I was burnt out, I’d lost the shine. Now I enjoy it again. I’ve got systems that help me make better decisions, and I finally feel proud of what I’ve built.”