Joanna Jensen founded family skincare brand Childs Farm in 2010, after trying to soothe her daughter’s skin problems. After selling to PZ Cussons in 2022 for almost £40m, the investor in a multitude of female-founded brands and chair of the Enterprise Investment Scheme Association (EISA) shares her advice on finding the right manufacturer and logistics firms.
“The first step is to look at who a manufacturer is already working with, and where those products are being sold. If their current clients supply the same retailers you’re targeting, chances are they understand the safety standards, compliance, and quality control required to succeed in the UK retail market.
“Always take references: speak to at least three existing clients to understand how the manufacturer performs day-to-day and under pressure. Your reputation is wrapped up in their capability, so don’t take shortcuts.
“Location matters, too. If your manufacturer is overseas, think carefully about communication, quality control, and currency risk. A product that costs you more due to currency fluctuations can quickly eat into margins. Air shipping and sea freight both come with added costs and risks too, especially for liquids or food. Products that sit on a hot tarmac for six hours or endure six weeks at sea need to be robust, which means your R&D process must account for real-world logistics.
“When choosing a logistics hub, especially for UK-wide retail, start by mapping where your products will be delivered. For Childs Farm, this exercise made it clear that a Midlands-based hub was optimal to reduce time on the roads and improve efficiency.
“Again, look at who else your logistics partner serves. Are they working with brands supplying your target retailers? There are efficiencies to be gained if they can fill a lorry with multiple brands going to the same depot. Those savings should be passed on to you. And take references here too.
“If you’re selling direct to consumers, you’ll need a partner that excels at ‘pick and pack’ and can handle large volumes of small orders. Keep the process simple: every touchpoint, from the tissue paper to the tape on the box, adds cost. And today’s consumers expect choice, especially around delivery speed, so build in flexibility.
“Once you’ve chosen your partners, invest in the relationship. Visit regularly. Know the team. When you need a favour or a fast turnaround, you’ll be glad you did: people are far more willing to go the extra mile for someone they know and like.”
Read more about Childs Farm via their website and read more of our scaleup stories here.
Joanna Jensen, founder of Childs Farm
