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Co-founder/director Diane Hannah explains how Herdy built a lovable British brand from the heart of the Lakes
Herdy is more than just a cute face. It’s a brand that’s brought joy to millions through its charming, character-led design, inspired by the Herdwick sheep of the Lake District.
Founded in 2007 by designers Diane and Spencer Hannah, Herdy started with a simple mission: to offer responsibly made, high-quality gifts to visitors and locals alike. Today, it’s a multi-million-pound business, with over 500 SKUs spanning homeware, accessories, toys, and gifts, still driven by a singular purpose: to make people smile.
From its roots in the Cumbrian market town of Kendal [often called the Gateway to the Lake District due to its location near the Lake District National Park], the self-funded business has grown into a household name in the region and far beyond.
“Design is our background and remains our passion,” says co-founder/director Diane. That passion is evident in every product: all designed in-house with Scandinavian-inspired simplicity and colour, fused with the lovable Herdy character.
“From its roots in the Cumbrian market town of Kendal [often called the Gateway to the Lake District due to its location near the Lake District National Park], the self-funded business has grown into a household name in the region and far beyond”
Herdy now retails through five brand-owned stores, a thriving e-commerce platform, and more than 200 UK wholesale partners. It also exports to the US, Japan, Canada, Australia, and New Zealand. Despite the growth, Herdy hasn’t lost sight of its values. Around 40% of its range is made in the UK, with ethical sourcing a core principle. Diane says: “We visit every factory we work with. It’s essential we know how they operate and that they reflect our standards.”
The bond with independent retailers remains strong. “They’ve been instrumental in building the Herdy brand,” Diane notes. Herdy supports its partners with POS, display units, merchandising advice, and social media exposure to its 120,000-plus followers.
New product categories continue to expand Herdy’s reach. Recent licensing deals include wall art with The Art Group, and floor rugs with Hug Rug. Meanwhile, the brand’s playful spirit is evolving in other creative directions.
Alongside picnicware, a range of super-sized plush, new mugs, and more, a home fragrance collection will debut at Home & Gift. It features a hand-poured candle, a room diffuser, and a wax melt burner – all presented in elegant ceramic vessels that reflect Herdy’s signature style. With a sleek yet playful design, the range offers a sophisticated aesthetic with a whimsical twist.
At the heart of the collection is the signature ‘Ewe’ fragrance, blending juniper and cedarwood with earthy oak moss and a hint of sea salt to take you on an aromatic journey through the Lake District. The scent captures the tranquillity of dewy woodlands, rugged fells, and coastal breezes. This distinctive combination evokes the landscapes of the Lakes, and transforms any space into a peaceful retreat inspired by nature. Perfect for when you need a bit of ‘ewe’ time!
There’s also a sense of fun in the brand’s regional characters, like Herdy McHerdy for Scotland, and the newly introduced Welsh Herdy, proving Herdy’s potential to charm across cultures.
So what’s next? “We’re working on some exciting new projects,” Diane teases. “It’s top secret for now, but we’ll be revealing more soon.” Herdy has managed to turn a local icon into a lovable brand with global appeal. Behind every product is a smile, a story, and a celebration of what makes the Lake District – and its famous sheep – so special.
And from day one, Herdy has committed to supporting its community. A percentage of profits is donated annually to the Herdy Fund, managed by the Cumbria Community Foundation. The Fund supports local projects, rural initiatives, and upland fell farmers who care for the Herdwick sheep. “Giving back is integral to the Herdy story,” says Diane. To date, the brand has donated over £200,000, helping protect the region that inspires everything they do.
Call: 01539 739202
Email: sales@herdy.co.uk
Visit: www.herdy.co.uk