The birth of little Roko left a significant mark on the Glavinić family. Not only did a new family member arrive, which in itself is of great importance, but Roko also initiated events in a direction no one expected. Specifically, Roko’s childhood needs led to the creation of a company that eases the first months and years for children and parents. Parents often struggle with children’s cribs: protective railings obstruct the view of the children for moms and dads, and if the railings are removed, the bare bars of the crib can injure the little ones. This was also the case with Roko, who would sometimes hit his head against the crib bars while sleeping, and when the railing was placed, it blocked the parents’ view of the sleeping Roko.
This challenge needed to be addressed somehow, and Roko’s mother Danira Glavinić came up with the idea to put a protective cover on the bars. This way, Roko could peacefully drift off to sleep, and mom Danira could relax and establish the company Dada&Rocco, which had its smart crib bar covers protected at the State Intellectual Property Office. The patent was paid to the Office for ten years and expired this year, which ensured time for commercialization and recognition of the covers in the market.
Help for Parents
Although Glavinić had many business ideas from a young age, she always knew that a special idea would come to her that she would then implement. This happened when she became a mother and devised a solution from her own need that helps all parents. Since such covers did not exist in the market at that time, following Glavinić’s instructions, Roko’s grandmother sewed them from some old curtains they found at home.
– We realized how much the covers helped us, how they provided us with peaceful sleep and a sense of security, and we decided to offer them to other parents as well. We weren’t thinking about profit; our only motivation was to help other families during the challenging period of their baby’s growth. This coincided successfully with my desire to have my own company and carve my own path. Although competition in the baby-market certainly exists, our product was completely new and unique. But I wasn’t thinking about competition; I was thinking about how to bring the innovation to market. When you develop something that no one has offered before, the question of competition loses its meaning, and the focus is on the value of the product and its functionality for the end user. When we decided to bring the idea to market, I also wanted a name that would be international, easy to remember, and personal. The name Dada&Rocco was created as a combination of my childhood nickname and, of course, my son’s name. The name is sweet, memorable, and immediately creates an emotional connection with parents – described Glavinić.
Everything for Babies
In addition to the covers, several other products and the brand name have been protected at the State Intellectual Property Office on an international level. Now, ten years after its establishment at the end of 2015, the Dada&Rocco brand’s offering includes the entire program for newborns, from bedding, nests, sleeping bags, pacifiers, to collections made of muslin and other innovative products. Glavinić says she always listens to parents and devises solutions according to their real needs, as they are the biggest partners in the development of new products for the company from Supetar on Brač. They also accommodate parents for some special orders if production allows.
– What started as a solution for personal needs soon developed into a vision of creating a brand that would offer more than just products. Like emotions, security, and attention to every detail, which led parents to recognize and appreciate us, so we have over 130,000 followers on Instagram and Facebook. The Dada&Rocco brand initially emerged within the family craft in the trade sector, to which we added production. The reason for this was obtaining a bank loan with which we purchased the necessary sewing machines, later also funds from the European Union for expanding the facility and acquiring additional equipment, but we also took on loans ourselves. This was a challenging and crucial step that allowed us to establish stable foundations for the business. In the early days, collaborations with companies like Ikea and Philip Morris were also important to us, confirming us as a brand worth investing in as it opens opportunities for hiring new people and strengthening the local community. Due to the expansion of business outside Croatia with distributors who did not recognize the craft as a business entity, we kept production in the craft, while we transferred the trade and webshop operations to an already existing d.o.o. established in 2011, changing the name to Dada&Rocco and directing it into a completely new story – states Glavinić.
Passion for Creation
Having grown up in a family that was constantly in private business, she learned from a young age about the importance of responsibility, perseverance, and making independent decisions about her own success. Although not all family members are officially employed in the company, without their support, Glavinić says the brand could not succeed. Her family has been a support at every moment from the idea, through the development of prototypes to the launch of production and the first sale, even taking care of the children when Glavinić had to stay at work late into the night. As the founder of the brand and CEO, she imbues every product with her personality as she creates products that she wants for her children. She is therefore involved in every step from the first sketch through the selection of fabrics to the final product.
– My passion for creation and commitment to quality inspires the entire team and ensures that each of our products meets the highest standards and offers a departure from existing products on the market with its specificities. Equal attention is paid to the design of the packaging, as we believe that this is the first touchpoint for parents with the brand and the first hint of the quality that lies within. In close collaboration with designers, packaging is created that is not only functional but also aesthetically pleasing and environmentally conscious. The packaging is chosen to be an extension of our philosophy, simple, elegant, and safe. Every material, color, and typography is carefully selected to reflect the warmth and tenderness of our products. Although aesthetics are important, functionality is never compromised. The products are designed to make everyday life easier for parents, whether it is protective covers, easily portable nests, bedding that is easy to maintain, or blankets that provide optimal warmth and breathability. Every product is thought out to the smallest detail to be as practical as possible for use – claims Glavinić.
