What's in Helen's bag?

By Andrea Carlotta Montaguti

Here we are with our 2nd edition of WHAT'S IN YOUR BAG, <check out our first one here > We ask our customers to reveal their deepest darkest secrets and show us what kind of things are in their Goodordering bag. Here is one of our customers Helen who is a graphic designer, here is her website ----->

Some vital details
Name: Helen Holden
Age: 40 (soon to be 41 May 26th!)
From: London
Lives: London

What do you carry around in your bag?
EVERYTHING!! i love my bag because it can hold so much. I take it everywhere. its like my travel pal.

What item(s) can you not live without?
I can’t live without my headphones and my notebook. Escape through music and record creative ideas.

What is the most unusual thing you have in your bag and why?
I don’t think I’m interesting enough to have anything unusual in my bag but I am reading a book by the scummy mummies which is hilariously funny. I did have my childs tooth in it the other day.

Tell us a story about where your bag has taken you.
My bag takes me everywhere. I cycle with it, walk with it, work with it, it’s literally the bag i use for everything. It’s so versatile and looks cool - i always get comments about it. I recently took it to Bangkok on a work trip and it came out with me everyday. The bag you get within the bag is great for my swimming days to the lido. There is nothing i dislike about my bag. The only thing that can be frustrating at times is remembering what pocket i put stuff in, however the best way to resolve this is to always use the same pocket for that one thing. As you can see in my picture i am going through a very green stage.. I already have the brown one. Birthday coming up so maybe i’ll get the blue?!!
We'd love if you are up for it to be in our next feature! Just email email andrea at and we would love to feature you on our blog!

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Goodordering in Milk Magazine

By Jacqui Ma

We are oozing with excitement to be featured in Milk Magazine in this climbing inspired editorial. Our Maroon Goodordering Mini backpack looks pretty cute on this little one! 

Goodordering in Milk Magazine

Goodordering in Milk Magazine

Goodordering in Milk Magazine

Goodordering in Milk Magazine

Click on this link to see the live article:

Click here to buy this Mini-backpack in maroon: Goodordering Mini backpack





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What's in your bag?

By Andrea Carlotta Montaguti

This is the first of our series of WHAT'S IN YOUR BAG, where we will ask our customers to reveal their deepest darkest secrets and show us what kind of things they store in their Goodordering bags.

Vital details

Name: Andrea Carlotta
Age: 24
From: Italy
Lives: London

Andrea from Goodordering

What do you carry around in your bag: (list items)

  • Laptop
  • Pencil case
  • Diary
  • Camera
  • Lip balm
  • Water
  • iPod
  • Tissue
  • Glasses

What item can you not live without (not allowed to say phone)?
I’ve got two: tissue (I’m a super sneezy person) and my camera (because of my passion in photography).

What is the most unusual thing you have in your bag and why?
Right now there’s a plastic bag with 2 plums in it, I’ve been forgetting to eat or take them out for 4-5 days.

Tell us a story about where your bag has taken you.
My Goodordering bag took me back home for Christmas, it was full of wrapped presents for family and friends.

Here in the photo, there's my stuffed bag at Gatwick airport where I was about to get through the security check and sadly find out that I wasn't allow to take my favourite marmalade with me.

Travel bag

We'd love if you are up for it to be in our next feature! Just email email Andrea our first guinea pig at and we would love to feature you on our blog!


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Goodordering in Hooligan's magazine

By Jacqui Ma

Otto and Zuli are now officially little Hooligans! after now being featured in one of the leading kidswear fashion websites!

Hooligans is a magazine featuring children’s fashion, art and design. This quarterly print publication is full of editorials shot by talented photographers from every corner of the world. They also highlight innovative products, interior design and art, all aimed at children.

With the publication they want to serve the trend setting, free spirits across the world and we were so happy to find our little spot amongst amazing, inspirational and aspirational brands.

You can read the full article HERE

Here is a snippet "

Designed in East London by Jacqui Ma, Goodordering’s unisex range of bags for kids are inspired by their big kid counterparts – cycling bags for adults. The Goodordering family now extends across generations as well as across geographic borders.

The range’s trans-atlantic inspiration mixes Bauhaus Berlin and Scandi design with Japanese school bags.

Within the range you will find the perfect bag for the urban carefree explorer."


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Goodordering Stealth Collection

By Jacqui Ma

Our newest kids in the Goodordering family is the stealth collection. The market shopper and the handlebar bag are on pre-sale right now on the website. 

Stealth Market shopper Goodordering

The Market Shopper, 3 in 1 bag - shoulder bag,  backpack and bicycle pannier. Our best selling style.

Goodordering rolltop backpck

A brand new style for Goodordering - the Rolltop backpack and bicycle pannier 2 in 1.

Goodordering shoulder bag pannier

The shoulder bag is the perfect work bag and also doubles as a bicycle pannier, attach it to your bicycle.

Goodordering stealth handlebar bag

One of the older original styles in the Goodordering family. Handlebar bag in waterproof coated fabric.

Goodordering bum bag

The bum bag with phone holder. Attach this bag to the handlebars of your bicycle when its not worn on your waist or over your shoulders.

Goodordering saddle bag

And the smallest member of the stealth collection is the saddle bag that also doubles as a shoulder bag.

We can't wait to introduce the whole collection to you soon!

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Le Goodordering

By Jacqui Ma

We have been beside ourselves with excitement about getting our bags included in a cycling exhibition at Paris concept store Merci. Its a temporary exhibition happening in their store until the 12th of April.

Goodordering at Merci store paris

The store send a wide range of items from beautiful homewears to exclusive fashion. 

Goodordering at Merci Store Mon Beau Velo exhibition Paris

The UK's cycling heritage features strongly with a huge wall of adoreable Bromptons in bright colours.

Merci store Mon Beau Velo exhibition Paris

Its clear that Urban cycling is on the rise across the world. We have seen the odd fixie adorning the shop window of fashion stores over the last couple of years, now seeing all these beautiful cycling accessories and bicycles taking up so much space in such an aspirational store is really a mark of cycling's popularity.

Mon Beau Velo cycling exhibition at Merci Paris

The shop features a slick utility style fit out, looking like the garage of your dreams.

Merci store Mon Beau Velo exhibition Paris

Some of the other brands featured in the exhibition include Wao helmets, Litelok, Brooks, Thousand helmets and Brompton.

Merci store Mon Beau Velo exhibition Paris

 There are some amazing looking gizmos and designs inspired by urban commuting. If you are in Paris, its definitely worth a visit in the next two weeks whilst the exhibition is on.

Merci store Mon Beau Velo exhibition Paris


Exhibition on until 12 April 2017

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The pros and cons of wearing a helmet

By Jacqui Ma

I have been working in the cycling industry for quite a few years now and one of the most divisive topics remain to be the bicycle helmet. Recently I have noticed a lot of people changing their minds about helmets in both directions of the argument, which leads me to believe that people are really beginning to consider safety in more detail but actually having an opinion about helmets. 

So i have tallied up some of the reasons why people choose to wear or not wear bicycle helmets. Where do you fit in? Some of the reasons listed below could seem very vain or trivial, but believe me, in my research its often these kinds of things that people are basing their decisions on.

Why people DON'T wear helmets:

  • There have been studies showing that wearing a helmet makes people take more risks and therefore can lead to accidents
  • Wearing a helmet won't really protect against life-threatening injuries.
  • Helmets look uncool
  • Helmets mess up my hair or stop me from wearing the hats that i want to
  • Helmets are uncomfortable to wear
  • A French study in 2006 showed that pedestrians are 1.4 times more likely to receive a traumatic brain injury than an unhelmeted cyclist.
  • Mandatory bicycle helmets can deter people from riding bikes which in turn creates a less safe environment for cyclists

 Thousand helmets

Image: Thousand Helmets from Cool Hunting

Why people DO wear helmets: 

  • Higher visibility in general
  • Weather protection
  • Up to 47% of injured cyclists get head injuries
  • Wearing a helmet can provide up to an 88% reduction in the risk of head injury*
  • I want to set a good example to my children
  • It makes me feel less exposed and therefore safer

In a US study about the children and bicycle helmets, it was found that look and fit are the two main reasons why, despite helmets being proven to reduce brain injuries in kids by up to 85%, kids still don't want to wear them. 

Google trends is also a good way to get a snapshot on the search interest of a term over time. Below is a graph showing the interest in "bicycle helmets" over the last 5 years, as you can see there is a steady decline.

trends in bicycle helmets google trends

Graph from Google Trends

 Bicycle Habitat, NYC based bicycle company, illustrate their opinion using a nice list that also includes some more humorous reasons to wear a bicycle helmet

  • 900 People die each year in bicycle accidents, 75% of them from head injuries.
  • 88% of all cyclist brain injuries could be avoided.
  • It can help make you more visible.
  • Some people look really cool in a helmet.
  • You must wear a helmet on a Bicycle Habitat ride.
  • If you are under 14 years old the law requires it. (in the USA)
  • You won't have to listen to your mother say: "You should have been wearing a helmet," when you wake up in the hospital.   
  • A head injury can ruin your whole day.
  • Helmets are less likely to damage the asphalt.

Some of the other references from this article come from this fantastic article written by Howie Chong about how he consciously decided not to wear a helmet. 

Despite all the arguments for and against wearing helmets when riding a bicycle, i have to say that i am a helmet wearer. Its not to say that i don't acknowledge all these reasons why people don't. I think it comes down to people's general risk appetite. I admit sometimes i don't wear a helmet, or i forget it, but overall i think that the negatives are outweighhed by the positives. I'm still really careful when riding my bicycle around london and i don't think that because i'm wearing a helmet, i take more risks. The important thing for me is having the right fit. Right now my helmet is a little uncomfortable and i feel myself not wearing it more frequently. Just like other sports that have a risk of head injury involved like skiing, climbing and horse-riding, i am all for head protection. Also, with a bunch of new brands doing some really nice looking bike helmets and also helmets being more widely available, i don't think the wearing of helmets for cycling is going to go away any time soon.

Over to you, what are your thoughts? do you wear a helmet or not and if so, what are your reasons? 

Author - Jacqui Ma, Founder of Goodordering, East London bag company

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How we got into John Lewis Part 2

By Jacqui Ma

The rest of the story of how we finally, after 3 years trying, got into John Lewis.

I ended Part 1 of this article describing how for the second time (and second year), our bags got rejected from John Lewis. I looked at this positively in that at least it was a different reason. The first reason was that the bags were not really nappy bags and the second reason was that the brand was too new. 

There was nothing much i could do but let time go by and make sure that during that time, Goodordering's reputation, social following and press grew as much as possible. 

I gave it a year and then got back in touch with the buyer only to find out that my contact had left. I just looked back through my old emails and found that actually the new buyer contacted me asking for some information and prices on the range.

She made it really clear that there would be no guarantees and after i sent through information on the brand and product, she really pushed me for information on press. I can't stress how important this was for her.

It was early July 2016 at the time and this is an email extract

"By all means please send over a sample. What I do need to know is whether you are expanding your changing bag range and any press that you have had. I am away from tomorrow so we can pick this up mid August. I cannot guarantee we will stock this line with it being 1 SKU. It might be worth you looking for a distributor that works with our Nursery office already."

Goodordering buggy bag colour options

The vast time frames between email contact was a little stressful at this time, especially around the time of year that this took place - being July / August when you have no idea when people are coming and going from summer vacation. 

The fact that i had only one style that was specifically a buggy bag and I had never worked with a distributor before let alone know how i would get in touch with one. The sparse email contact, and the not giving anything away was definitely a feature of the communication.

I had offered to send the buyer some samples and had a few weeks up my sleeve whilst she was on holiday to make sure it arrived at her office when she got back. So i did a little bit of research and decided to put together a fun package.

Goodordering package to John Lewis buyer

As I'd been trying to get my bags into John Lewis for such a long time, it was really important that any chance I had for a touch point or contact with such a busy buyer was a chance to make a good impression. 

Rather than the bag samples being just about being bags, i wanted to frame Goodordering bags as something much more sentimental. I also wanted to make the message clear about what differentiated my bags from the competition. Our bags are not nappy bags or changing bags, they are bags that can be used as a nappy bag, but the reason to buy it goes way beyond baby's first years. 

Once you're baby turns into a small child, your buggy bag turns into a handlebar bag that you use on your bicycle.

Goodordering package to John Lewis buyer

I made a special trip around quite a few shops sourcing items for my themed gift box. Because it was summer, my aim was to create a 'festival in a box'. With all the things one might need for some fun in the sun.

I had sent boxes previously to buyers. One halloween i sent a halloween inspired box with spiders, sweets and an orange bicycle pannier. That one didn't really go down that well. The reason i think those ones didn't work and this one (as you would have guessed) did work, is because sending a box unsolicited, as generous as it might seem, is not really all that good. I think, now in hindsight, its actually a little detrimental. I think the best way to do it is to make contact with buyers first and then send a nice box. Otherwise, lets face it, it can be a bit creepy.

A couple of days after the buyer got back from holidays, i got an email from the buyer who seemed much friendlier. She suggested to actually introduce me to a distributor that they work with, and thanked me for the package. This is what she wrote,

Thank you for sending samples to us, it was a rather exciting box to open on a Thursday afternoon! 
She also asked me a bit more about the collaborations that i mentioned. We had some next steps. The first of which was to get in touch with the distributor that she introduced me to via email. 
I knew from a friend who had had lots of experience with distributors, that they alone are not easy to snag. I had tried before also, through my bike contacts to meet a cycling distributor, and whilst there are many, they don't seem to really like working with new or small brands. Many of them just want your product to fly off the shelf without them needing to do much, so i knew i had to impress the distributor and give them faith in me and Goodordering. For a distributor to take on a small or new brand, they need to see something in the potential of the brand.
After arranging to meet with the distributor, i packed up a few bags and went to see them at their offices. I was lucky enough for the MD to also be around and fortunately she also came to the meeting. It was a fantastic meeting and i felt we really connected and i was relaxed enough to be able to tell the story of Goodordering. I was also able to find out more about them as a business. At this stage, lets face it, i was probably not in a place to turn them down, but it did help a great deal that i was really excited about working with them. My contact at the distributor took a lot of time to explain to me their role, what they do, how they work with retailers and customers. She even showed me around their office and warehouse. I left the meeting feeling smarter and so happy, in fact, that i decided to give myself the rest of the day off! 


The next steps we really for the distributor to officially agree to represent me in relationship to John Lewis, and once this had happened, there was still a long waiting time to hear back from the buyer. John Lewis still had quite a few demands with regard to the product. One of which was that they wanted a change mat to be included in each product for the same price and physically paced into each product on delivery. 

Fast forward a few months, the official order came through. I had to fly a batch of change mats over from my factory in China to meet the delivery date. My warehouse also had to do a bit of re-packing. So far i have had 2 orders from John Lewis, and our bags only just last week were officially listed on their website. 

Through this experience i learnt about barcodes, delivery windows, forecasts, negotiating price lists and i also learnt that even though you might get an order from a large retailer like John Lewis, orders are small, margins are tight and, even though we are now selling with John Lewis online, there is a far way to go before they agree to stock us in their physical stores. That would hopefully be part 3 of this story!

I hope that this article may help to shed light on the process of getting into a large retailer. If you have any questions about the article and the previous part 1, please leave them in the comments below and i'd be happy to answer them. 

Author - Jacqui Ma, Founder of Goodordering, East London bag company

NOTE: If you are in the market for a nappy bag or know anyone who is, we'd love you to pass on the news that are now stocked there. Also, if you already are the proud owner of a Goodordering bag, we would love it if you could leave a review for us there on the John Lewis website.!! thanks!!!







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