Former Moonpig exec to chair My 1st Years as it seeks UK and US growth

By

Sandra Halliday

Published
Sep 11, 2017

My 1st Years has named former Moonpig managing director Iain Martin as its chairman with the firm’s founders Daniel Price and Jonny Sitton saying they see Moonpig as “a bit of a hero business when it comes to personalisation.”

Price and Sitton want Martin to help them as they expand the business both in the UK and the US.

Seven-year-old My 1st Years sells personalised products for babies and children with its line-up ranging from clothing to furniture, accessories and gifts.

Martin ran Moonpig, the online greetings cards and gifts retailer, for almost a decade during its years of fast growth. He left the firm in 2015 having overseen turnover growth from £1.8 million in 2006 to over £60 million nearly 10 years later.

With a mid-market price positioning, My 1st Years has made a significant impact on the kidswear and kids’ products sectors. It has been helped in this by a growing band of celebrity clients with awareness of the brand high among parents as a result.

Future British king Prince George helped it score a publicity coup when he wore one of its products to meet former US President Barack Obama. Other fans include Harper Beckham, Luna Legend (daughter of John legend and Chrissy Teigen), EltonJohn and David Furnish’s sons Elijah and Zachary John, and Jessica Simpson’s son Ace.

Martin said of his new role: “I was drawn to the business because it has such an excellent product range and a team that really seem to care about its customers. Whilst the personalisation technology that has been developed is interesting, a visit to the factory to see the care and attention that the staff put into making the product and the beautiful way the gifts are packaged demonstrated to me the very essence of the business and brand.”

The company, which has already secured retailer partnerships with stores and e-stores including notonthehighstreet.com, John Lewis, and Selfridges, is seen as having plenty of potential.

Martin said the “addressable market for both gifting and self-purchase is significant.”