Lily Tessa




Archer Leo

Behind the Business with XOKiddo

As a serial 'small shopper' I decided to start a new series focusing on different small businesses by chatting to the often over looked faces behind them. Not only is it lovely to learn more about the businesses that I purchase from regularly it's also a great way of recommending these exceptional small shops to the wider parenting blogger community.

This week I am chatting to Rona from XOKiddo

Rona is a lovely lady from the Netherlands who is currently living in the UK and I have worked with her on two previous occasions. She exudes passion and determination when it comes to her brand and her clothing and designs are the definition of 'scandi cool.' She's fab! 

Hi Rona! Tell me a bit about yourself: 
My name is Rona Hollows and I am a graduate designer who was born and raised in the Netherlands. I worked there as a Jersey/Knit specialist for a women’s wear label, but always dreamed of having my own label. When we moved to London nearly 9 years ago; I always thought it would be a temporary move, but every year we add another two years on. We are so settled in London now with our eldest having just started school and everything is within easy reach. There are so many opportunities here; not just for us, but for our kids as well.

Tell us about XOKiddo?
After moving to London, I found I always ended up buying lots of clothes for my kids Billie and Duuk; when I was back home visiting my family, mainly because the Dutch have a different style which I just couldn’t find over here in London. As I had always had the dream to design again; I felt now was the time to start while my kids were still young, and I hope to grow the clothing label in line with them to eventually have clothes for teens. There is no denying my genes in my design and it is the quality of the tailoring, the bold use of contrasting colours and the minimalistic approach to design that makes XOKiddo undeniably Dutch. At XOKiddo we are passionate about the benefits of organic cotton clothing; but wanted to show that it can still be on trend and look cool on your kids. The other great benefits of our products are that they are nearly all unisex (so are great to hand down to the next sibling), saving the customer money in the long run and reducing landfill and they are also gentle on the child’s skin -something we feel is very important.

How did you come up with the name? 
My husband is always calling the kids ‘kiddos’ (He is from New Zealand) and as you know XOXO
means hugs and kisses. I thought ‘XOKiddo’ sounded good as it has a nice ring to it and was

Who or what inspires you?
Life inspires me as I just look around and when I see something interesting (it can be a colour
combination, a shape, a pattern, texture or people) I will make a sketch or a picture. I always carry a
notebook on me and of course my phone. London is very inspiring - think of Camden, Shoreditch or Notting Hill. There are so many styles and so much is always happening. I love going to festivals (this is where I met my husband), the theatre, cabaret and to the cinema. I think inspiration comes to you when you least expect it as when you’re looking for it, you won’t find it. Our slogan is “Never be Boring” so with that in mind we created our products.

Where can we find XO Kiddo?
There are a few wholesalers in the Netherlands who sell XOKiddo. And online you can find us at

and at our online shop -

Thanks so much for taking part Rona! Below are some photos of Lily & Arch in their awesome XOKiddo gear. Archer is wearing the relaxed XO tee with the baggy cotton trousers, the 100% cotton relaxed hoodie and the 'Jump for Joy' jumpsuit. Lily is also wearing the 'Jump for Joy' jumpsuit along with the bright orange tee, xo skirt and xo cap. All currently available via the website. 

Interested in other childrens brands? Find more behind the business interviews here

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