Pink Lining

Building a U.S. Presence for a UK Brand


Pink Lining, the Notting Hill-fabulous diaper bag collection that has London obsessed, engaged Forty Weeks to help them expand into the U.S. market. The young brand, which had gained quick acceptance and success in the UK, approached Forty Weeks to help them launch in the States without traditional brick-and-morter retailers.

In an already over-crowded marketplace, Forty Weeks was challenged with building anticipation for a product that wouldn’t have retail distribution in the States for several months to come.  Forty Weeks analyzed the competitive landscape to establish the brand’s US positioning, determined strategic direction and developed a long-term distribution strategy. Then, using the ABC Kids Expo as a springboard, they launched Pink Lining during the 2010 trade show. They showcased their curated collection of stylish bags and exclusive prints to wholesalers and media– and didn’t write a single order at the Show. Instead, (and in an unprecedented move) Forty Weeks announced that Pink Lining would be available at a curated list of specialty retailers in Spring/Summer 2011.

To keep consumers and media engaged during this interim, Forty Weeks developed an online Pink Lining world and recommended the brand sell to U.S customers through the site. They worked with the brand to develop and execute the Nappy Awards – which recognized exemplary diaper stations (aka nappy stations) across the country and a mobile application for finding and sharing these locations with friends. Forty Weeks further supported these initiatives with public relations and social media campaigns and garnered celebrity usage of the product.

As a result, Pink Lining was featured on Babble on numerous occasions; the brand also received coverage on Baby Center, Momtrends, Lifetime Moms, Mamaista/A-list Mom, Swanky Moms to name a few.