Charlotte Morley's business, once thelittleloop and now Lloop, is worth a proper look from a trade perspective, not just a consumer one. A badge on Kite's product pages already lifts conversion before a customer has bought anything, and the real case for a brand is what happens after: repeat spend, new customers, an excess stock route, and a head start on EPR reporting.

At the Real Circularity Summit's True Size Roundtable, Julia Reynolds showed a table of industry experts two avatars side by side, the UK's current standard sizing block, and the true shape her data says customers actually are. The gap was obvious, and it exposes a grading system overdue an overhaul, in children's clothing every bit as much as adult wear.

There is a working summit on circularity in London next month, with roundtables on resale, takeback, digital product passports and the economics of it all. Maternity, baby and children's product has every structural advantage the conversation needs. We are in the room. We are just not loud enough in it yet, and that is worth changing.