In this episode of Add to Cart, Nathan sits down with the trio behind Tinyme –Ben Hare, Mike Wilson, and Nick McLennan. From humble beginnings into a juggernaut in personalised kids’ products, Tinyme has become a powerhouse in the industry. Ben Hare leads operational functions and international expansion, Mike Wilson heads up design, marketing and strategy, and Nick McLennan drives production and new product development. Known for their “dad-level” tinkering and relentless focus on process-driven manufacturing, Tinyme has earned national acclaim taking out the Australian Online Retailer of the Year Award two years running.
Thanks to their meticulous production standards and localised manufacturing, they are now capturing the attention well beyond Australia’s shores, delighting families across the globe. Their innovative approach to customisation and emphasis on delivering memorable experiences has set Tinyme apart in a competitive market, delighting families across the globe. We dive into Tinyme’s playbook on personalisation, manufacturing, and a culture that embraces even the wildest ideas.
Made-for-You, Manufactured Nearby
Tinyme’s commitment to personalisation goes far beyond just customising a child’s name on a backpack or lunchbox. They aim to deliver an entire experience that is personalised, efficient, and seamless from production to delivery. To achieve this, Tinyme made the strategic decision to open a manufacturing facility in the UK, reducing delivery times and costs for European customers.
You don’t have to be an organised parent. We’ll get it to you in time.
For Tinyme, having a local production facility doesn’t just enhance efficiency; it transforms the customer experience, with an ability to expedite production options for last-minute orders. Nick said that customers can choose faster production and shipping for an additional cost, allowing Tinyme to cater to different needs while ensuring timely delivery.
For the trio, manufacturing proximity matters in mass customisation.
“It’s more about the customer experience. Getting stock closer to customers means they can have faster fulfilment.”
This thoughtful approach demonstrates Tinyme’s dedication to improving every aspect of the shopping experience — from order to unboxing.
The Power of Process-Driven Innovation
Tinyme’s success is no accident. It’s built on a foundation of highly efficient, process-driven innovation. Their production system, a finely tuned blend of automation and in-house tech, is capable of handling thousands of personalised orders with ease. Ben explained how the system is constantly evolving, allowing them to offer countless customisation options, setting them apart from competitors.
“We’re constantly upgrading, changing, fixing… not just fixing but implementing new features.”
At Tinyme, continuous improvement isn’t just a catchphrase — it’s an integral part of how they operate. By tackling small issues as they arise and making incremental upgrades to their tech and processes, the Tinyme team maintains a system that runs smoothly even during peak seasons.
Mike explained that this dedication to operational excellence has paid off in customer satisfaction.
“A sale is either about increasing desire or reducing friction.”
For Tinyme, this means making it as easy as possible for customers to create and receive their personalised products, leading to a seamless experience that keeps customers coming back.
Say Yes to “Bad” Ideas
Tinyme has a secret weapon for driving innovation…its willingness to consider “bad ideas” — ideas that might initially seem unfeasible, impractical, or downright quirky. Nick explained that this open-minded approach fuels some of Tinyme’s best work, with team members encouraged to bring all ideas to the table, no matter how unconventional.
“Quite often, our good ideas start out as bad ideas. A bad idea sometimes just means a crazy idea, and they’re often the best ideas.”
This openness to experimentation allows Tinyme to innovate in surprising ways, ultimately resulting in products that resonate with their audience. Mike also elaborated on the value of this collaborative, idea-sharing culture.
“We encourage our team to bring up any idea, even if it’s a bit left-field. A bad idea triggers another idea, and that can turn into a winning product.”
By fostering a culture that doesn’t shy away from unconventional thinking, Tinyme is able to break new ground in personalisation and customer satisfaction.
A Blueprint for Creative and Customer-Centric Growth
Tinyme’s approach to customisation is a lesson in balancing creativity with process. From their UK manufacturing expansion to their continuous process improvements and creative brainstorming sessions, Tinyme embodies a unique, customer-centric ethos. For business leaders, the takeaway is clear: true innovation is often about building processes that support creativity while keeping customers at the forefront. By maintaining both flexibility and efficiency, Tinyme has created a blueprint for scaling a personalised product business with agility and authenticity.
