Designer pair sheets ahead with Aussie deal

Two women who began a bed linen business in the back room of their flat in 2001 have won a supply deal with one of the most exclusive design stores in Australia.

Top3 by Design, which only stocks up to three products per category, has agreed to stock nearly all of the range from Thread Design.

Top3 by Design evaluates products from around the world.

Kate Askin and Sarah Sadgrove, both 32, said that the deal would give their business exposure in Australia.

Thread Design has grown steadily since it started five years ago and is now stocked by 40 boutique homeware stores around New Zealand.

Askin and Sadgrove grew up as friends in Tauranga, and always wanted to do something together that involved fashion or design.

Askin had a fashion design diploma, and worked for French Connection in the UK, then Karen Walker for two years in Auckland. Sadgrove, armed with a commerce degree, worked for investment banks in London.

When Sadgrove came back to New Zealand, the pair saw a gap in the market and went for it, producing contemporary bed linen, steering away from flowery, frilly designs.

"It seemed to work," says Askin.

The designs are influenced by Trisha Guild who founded Designers Guild in London in 1970.

The Insideout range has leaf prints, circles and crosses; Metro features simple bold shapes; pewter and truffle colours make up the Chandelier range; the Suede range includes blue crosses, and the Linen range has neutral fabrics. Baby Thread is cot duvets and sheets. Angora and woollen throws, lamps and cushions complement the range.

The collections are popular with men because the designs are simple and verging on masculine.

The pair never took out a loan or grant to start the business.

"We didn't want to get in too deep by getting out big loans. We always re-invested profits back into the business and kept a handle on supply," says Askin.

She warns against anyone sinking into too much debt when starting up a small business.

"It's easy to fall into a trap and things can get away on you quite easily," Askin says.

The pair do everything at their office and showroom in Westhaven, apart from sewing which is outsourced to companies in Auckland.

Each woman works four days a week, which is helpful as both have young toddlers.

They attribute their success to their long-standing friendship.

"I just think we understand each other and we both have similar ideas so we often work something out. It is a combined end product," says Askin.

The Small Business Expo is on in the Auckland Showgrounds this week, from May 10-12. It is a business-to-business market and is forecast to involve 6500 visitors from Taupo North, 200 exhibitors and a wide range of interactive events, activities and seminars.

Tickets to the 2006 Small Business Expo are now available online at www.businessexpo.co.nz. The admission price of $20 is valid for all three days and includes access to events such as the Microsoft Seminar Series, with 40 speakers, and Vodafone Business Mentoring.