With International Women’s Day just gone and Mother’s Day fast approaching, fast-growing nursery brand Green Sheep Group is celebrating the strong results, key improvements and positive morale it has successfully created at the core of the business since appointing its now 50% female board.
It has been almost a year since the new board was put in place, and having an increased female presence has brought many benefits, says board member Jamie Jillard, marketing director at GSG. “Particularly in our sector, where a huge proportion of our audience is female, it keeps us true to our customer. We think like them, create products for them, because we are them. But it is important to highlight that it’s not just about female members of the board – every single board member is a parent and has their own first-hand experiences to bring to the table, which helps to inspire everything we create for parents, babies and families around the world.”
Finance director and board member Lianne Bishop added: “Our hope is that by having a 50% female board we are showing the progression opportunities available at GSG and our commitment to supporting talent. And, more broadly, that working parents – whether male, female, full time or part time – can thrive within the right environment.”
With a 19-year heritage, GSG is the home of two iconic parenting brands: Snüz, which pioneered the bedside crib category when it launched the iconic SnüzPod, and The Little Green Sheep, which specialises in natural and organic nursery products.
Touching on sales in the last year, board member Rosie Pritchard, sales director at GSG, said: “We’ve had some incredible highlights over the past year, including a record-breaking month which saw an all-time high for us as a business across our core baby’s first bed products, SnüzPod, SnüzPod Studio, SnüzBaskit and The Little Green Sheep Moses Baskets. We’ve also seen fantastic growth in the Moses basket category in particular, up 31% YoY in January 2025, showing that parents still value this parenting staple.”
GSG has plans for further investment in recruitment and will continue to focus on the future, leading the charge on product innovation and excellence to continue to deliver unsurpassed quality to its retailers and parents. The brand is set for a “momentous” 2025 and is currently working on an exciting collaboration. Meanwhile, it has just unveiled the fifth generation of its bestselling bedside crib, the SnüzPod.
Joshua Worrad, GSG product director, commented: “We couldn’t be prouder that SnüzPod has been supporting parents for over a decade now. With each generation, the team continues to innovate and with our international partnerships across US, Australia, New Zealand and Europe, we are supporting more parents than ever before globally.”
Paul Maurice, ceo at GSG, concluded: “The new board has been a breath of fresh air and created a balanced and inspired team. Our biggest responsibilities as the board are to provide stability for the team through the running of the business itself, to give the team direction through open and honest communication and to nurture a positive culture so that we can all have fun and enjoy the ride! Reflecting on the past nine months, I think it is fair to say that we have taken those responsibilities to heart with exciting results.”
(Main image, Left to right: Board members Lianne Bishop, Jamie Jillard and Rosie Pritchard.)
