mifold has a brush with the law...

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mifold has a brush with the law... - mifold


Can it be mid July already?

This time last year we smashed an enormous hole in our office wall in order to extend and double the size of our office. Now we are completely filling the office and are running out of cupboard space again. The office has grown, the team has grown and mifold sales have grown exponentially!  We are only half way through the year and already we are ahead of our annual sales target! This time last year we had only just begun shipping our first mifold boosters.



We are extremely proud to say that mifold is now available in over 50 countries around the world thanks to Ken securing new distribution agreements in France, Scandinavia, Uruguay, Slovenia and Croatia- Go Ken!  As a result, Ken has been travelling all over the place and is certainly racking up his air miles.  He had a particularly warm welcome in Thailand and in the Philippines and delighted the team by bringing us back mifold branded neck pillows from the Thai mifold launch event.



After their Buy Buy Baby success last quarter, Matt and Mark continue to open up the US market. mifold is currently being tested in 10 Nordstrom stores across the country and will soon be available in over 200 Meyer stores throughout the Mid-West. There are also new accounts in smaller stores  being opened every week. All of this is in addition to their consistent and demanding management of our other big name online retail accounts such as Amazon, Target, Toys R US, Babies R Us, Bed, Bath and Beyond and Giggle.



Rachel and Matt traveled to Virginia in the US to participate in a week-long Child Passenger Safety Training course and I am delighted to report that they have both now qualified as CPST technicians and are able to offer advice and support to parents and caregivers on any aspect of installing and securing a car seat in a vehicle. I dare you to test their abilities!



Davide, our Senior Brand Manger continues to work on a variety of design projects and presentations, and as our resident Italian he was lucky enough to jet off to the beautiful city of Como in Italy to pick up the Silver Award in the A Design Competition. This award was in addition to the Family Choice Award which mifold also won this month in the US. We are in the process of building a new trophy cabinet to display are growing collection!

In other PR news, mifold is the first ever car seat to be offered for sale on an airline’s duty-free trolley.  From this month, you can now purchase mifold at 40,000 feet in preparation for your onward car journey thanks to Israeli Airline El Al.  If you are a European traveller you may also have seen mifold featured in the Easy Jet airline magazine or pictured on the side of a famous black London Taxi.



Jon had a wonderful trip to Tennessee where he linked up with the Bradley County Sheriff Department who are now the first US Police Department to commit to using mifold to ensure that should they need to be, children are safely transported in their patrol cars.  He has also very intriguingly been involved with crash testing our new products – be sure to watch this space!




Robert is spending a month with us in head office instead of in his home town of Toronto.  This means that his work load has increased significantly as he busies himself with all our projects and office dramas.  Robert, we love your input and thank you for your insights!

Rayna continues to whip our financial processes (and us!) into line and as a result mifold has been externally praised for its levels of efficiency and reporting compared to other start ups.


Gaynor (while the cat is away….), has her head down in the logistics and supply chain department maintaining the smooth flow of mifold products around the world.

I am beavering away in preparation for the largest Juvenile Product show, Kind and Jugend which will be held in Cologne, Germany over 4 days in September.  There are exhibition stands to build, presentation materials to print, team t shirts to be designed and most importantly, the organization of the first ever mifold Distributor Award Ceremony and Gala.  We have invited distributors to submit entries into a variety of award categories including Best Launch, Best Marketing Campaign, Best Instore launch and most importantly mifold Distributor of the Year.  If you are a distributor, I look forward to receiving your entries (send them to carmel@mifold.com) and I invite you all to come and say hello at Kind and Jugend if you are there!



Enjoy the summer!