Overcoming export challenges: How LouLou Lollipop built a global brand

LouLou Lollipop is a Canadian sustainable children’s lifestyle brand with a big vision. Co-founders and twin sisters Eleanor Lee and Angel Kho transformed a side project into a successful international business known for its style and functionality.

In a conversation with Bruce Croxon, host of Export Development Canada’s Export Impact Podcast, they shared valuable lessons on trademarking, intellectual property (IP), diversifying markets and understanding their target audience.

Growing an international business

LouLou Lollipop began in 2015 with a simple yet ingenious idea. Lee, a new mom, recalls, “My girl was teething and chewing on everything, including my necklaces.” Realizing they weren’t safe for her baby, she searched for alternatives but struggled to find stylish, safe and functional teething jewelry. So, she decided to make her own.

 “At the beginning, it wasn’t even a business idea; it was more like a handicraft,” says the entrepreneur. With support from her sister, Angel Kho, Lee transitioned her silicone teething necklaces from a side project into a promising business.

They started selling on Etsy and sharing pictures on Instagram, which were well-received. “That was the lightbulb moment, and we realized there was a real need for thoughtfully designed and pretty teething products.” 

Where to listen to this episode

Tune in to the Export Impact Podcast and find out how LouLou Lollipop overcame challenges to scale globally.

Follow us on your favourite streaming platforms, so you never miss an episode. New episodes are released on the last Thursday of each month.

Trademark your brand early

The sisters wanted their company name to capture the playful and whimsical nature of their brand. LouLou Lollipop combines the French endearment “loulou,” with “lollipop,” representing the fun and wonder of childhood. “Parenting is hard,” says Lee. “We wanted to bring some joy and sweetness to everyday moments.”

However, the name caused them some growing pains. During a tradeshow in Paris, the company faced legal issues with a similar sounding brand. It was a challenging and expensive lesson for the entrepreneurs.

“Trademark your brand and secure your IP early on before entering any new markets,” advises Kho. She stresses the importance of doing market research and getting your trademark registered in other countries, even if you’re not sure about expanding to other markets. “The last thing you want is to change the name in a different market because then you lose that brand affinity.”

Making global connections

From the start, the co-founders aimed to expand into global markets and build strong business connections.

Key milestones included getting their products into Nordstrom, a major U.S. retailer, and attending their first trade show in Las Vegas. “You have some of the biggest names in the children’s space exhibiting there… It was mind-blowing,” Kho says.

That experience led them to explore more opportunities through international tradeshows in Japan, Germany, China, France and beyond. Each event strengthened their brand’s presence and connected them with retailers and distributors.

Through the Trade Commissioners Service (TCS), the sisters were introduced to influential contacts, key opinion leaders (KOLs) and local agents, amplifying their exposure to new markets. “They’re basically our hands and eyes on the ground,” says Kho.

LouLou Lollipop is now in 37 countries and has a catalogue of 2,000 unique products. 

Reducing export risks

“We’ve been proactive in expanding beyond North America,” says Lee. “We’ve been diversifying our market presence to reduce dependency on one single region.”

They called on EDC for expert guidance on trade agreements such as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), helping them capitalize on new opportunities.

“Whenever we have questions, they’re just one email away. They’ve been really, really helpful,” says Lee.

Their proactive approach has put them in a good position, considering potential tariff impacts for Canadian exporters following recent announcements from the U.S. and other governments.

“We’re assessing the potential impact on our business, including costs and pricing strategies, and exploring different options, adjusting our sourcing strategies,” Lee says. “We’ve already started shifting some suppliers from high-tariff regions to more favourable ones to remain competitive—just in case things happen.”

Sustainability as a core brand value

What sets LouLou Lollipop apart is their deep understanding of their target audience.

“As a children’s lifestyle brand, we’re creating products for future generations,” says Lee. “We feel a deep responsibility to make the world a better place.”

LouLou Lollipop became a B Corp certified business, reinforcing their dedication to ethical sourcing and eco-conscious production. To qualify for the designation, companies must meet specific social sustainability and environmental performance standards. This certification helps businesses differentiate themselves from competitors and builds trust in their brand. 

Lee and Kho’s focus on sustainability resonates with their customers, who value high-quality, durable products that can be passed down to siblings or shared within communities.

Leveraging influencers and social media marketing

Social media marketing played a critical role in building their community of parents worldwide. “We understand that our key target demographic, the moms, are on social media, sharing tips and learning from each other,” Kho says.

Early collaborations with mom-influencers, like Cat Pagoaga from Thrifty Littles—who’s also an ambassador for Nordstrom—helped elevate their brand’s visibility and drive customer engagement.

“I remember the year when she posted our products on her blog and shared about Nordstrom’s anniversary sale,” says Kho. “Our sales didn’t skyrocket, but we had a lot of sales.”

Tips for Canadian entrepreneurs

After 10 years of growing their business internationally, Lee and Kho share advice for Canadian business leaders:

1. Trademark your brand early to protect your intellectual property (IP) and avoid legal disputes in global markets.

2. Connect with Team Canada organizations for expert guidance, financial support and market insights:

• EDC: Provides trade knowledge, financial solutions, equity, insurance and connections to help businesses grow with confidence.
• Business Development Canada (BDC): Focuses on helping small- and medium-sized businesses through financing, venture capital and advisory services.
• TCS: Helps businesses succeed abroad, including identifying potential markets and making international connections.

3. Diversify your markets and suppliers to reduce risk and build resilience.

4. Create a strong digital presence by tapping into social media and influencer marketing to connect with your target audience effectively.

5. Incorporate sustainable practices into your business operations. This has become increasingly important for today’s conscious consumers. Becoming B Corp certified can help differentiate your brand.

Take the next step in global success

Loulou Lollipop’s story shows how Canadian entrepreneurs can scale sustainably, overcome export challenges and grow an international business. By taking bold steps into new markets and being proactive, you can achieve similar success.

Listen to this episode of the Export Impact Podcast on the EDC website, or subscribe on Spotify, Apple, or Amazon Music, and start turning your global business goals into reality.

The content for this customer profile was sourced from the company website, interviews and other third-party resources, but EDC hasn’t independently verified the information or data.

This content was partially created using generative artificial intelligence (GenAI).