By Business & Finance 
Joanne O’Grady is CEO of Clever Clogs, a distributor of high-quality baby and parenting products, known for trust, sustainability, and ethical brands like Gaia Baby and UPPAbaby.
What are your main priorities and goals in your role?
My priority as CEO is to steer the business towards our goals while maintaining a happy, engaged and highly motivated team. The company’s ambition is to grow the business sustainably while maintaining the integrity of the brands we represent. We focus on products that offer longevity, multiple uses, and responsible production methods. Developing or identifying products that meet these criteria, deciding where or when to invest resources and strengthening supplier and customer relationships is also key in my role.
What are your biggest challenges as CEO?
On a day to day basis, I find my biggest challenges relate to the management of people. People and relationships are so complex and you can never learn enough! With experience, I find I have become much more comfortable with leading and managing a team. Constantly evaluating and revisiting goals and ambitions is a really good ‘check-in’ to ensure you keep on the right track and ensure everyone’s focus is aligned.
How do you keep your team/staff motivated?
Open communication, collaboration, and recognition of achievements are crucial. Even in small organisations this doesn’t happen organically, so we invest in team strategy days and workshops that actively involve all team members in the development and formation of our business strategies. It is a really affirming process for everybody and can also be a lot of fun.
What are the challenges facing the industry going forward?
Our industry is particularly vulnerable to macro economic fluctuations. Birth rates are declining and retail is under pressure in all sectors. Economic uncertainty, supply chain vulnerabilities, and shifting retail landscapes pose huge challenges. First time parents should be able to look forward to the birth of their first child and celebrate beginning a new family life cycle; our challenge is to encourage them to invest once and invest in quality at a time of economic and political uncertainty.
What new trends are emerging in your industry?
Digital innovation is reshaping how brands connect with customers, and circular economy models—like rental, resale, and refurbishment—are gaining traction. In the baby industry, the 2nd hand market has always been significant and is becoming increasingly so in Ireland. We anticipate it becoming an even bigger factor in the next 5 years.
Are there any major changes you would like to see in your sector?
We would like to see a much greater emphasis on encouraging circular economy practices in the baby industry. This would include government supported initiatives for the recycling of textile, metal and wood waste. We are a member of Repak but at the moment they do not offer any services of this nature.
As an employer, are you finding any skill gaps in the market?
Yes, particularly in areas like digital marketing, data analytics, and supply chain resilience. There’s also a need for sustainability expertise, as brands seek to improve their environmental impact.
How did your strategy develop in the context of the banking crisis and economic crisis?
We focused on resilience—strengthening supplier relationships, managing costs as efficiently as possible and seeking to diversify our revenue streams. Staying agile and making strategic decisions rather than reactive ones helped us navigate uncertainty.
How has the COVID-19 crisis affected your business/sector?
COVID-19 accelerated shifts in consumer behaviour, particularly the move towards digital-first shopping. We very quickly had to adapt to digital only communication with our customers and hone presentation skills accordingly. Supply chain disruptions also reinforced the importance of having adaptable and sustainable sourcing strategies.
How do you define success, and what drives you to succeed?
For me, success isn’t just about numbers on a balance sheet—it’s about knowing that what we do makes some small difference. Seeing a parent choose one of our products because they trust its quality, knowing we’re helping retailers grow their businesses, and watching our team thrive in a purpose-driven environment—that’s success.
What’s the best advice you’ve been given in business?
“Stay true to your values, but be ready to adapt.” The balance between integrity and flexibility is crucial.
What advice would you give to others starting out in business?
Lots of people come up with ideas, but in order to make it commercially viable, you need to make sure it aligns with a real market need. Surround yourself with people who challenge you. Keep your supporters close and don’t be afraid to change tack when necessary.
What have been your highlights in business over the past year?
Celebrating 20 years in business with Clever Clogs has been a major milestone. We’ve also purchased a new premises which we are renovating and hope to move into later this year.
What’s next for your company?
We’re focused on expanding our showroom presence and deepening our engagement with retailers and customers. We’re also exploring new sustainability initiatives that strengthen our commitment to the circular economy.
Where do you want your business/brand to be this time next year?
We want to diversify our revenue streams by moving into new markets and new sectors. The EU is a new market for us and we are committed to servicing this from our base in Ireland.
What is your favourite hobby and why?
I love team sports and am still actively involved playing club and Masters hockey for Ireland. I also love the outdoors and hiking and will be combining a trade show in Las Vegas with a 3 day hike in the Zion National Park later this year.
What is your mantra for life?
“Seize the moment, stay true to your values, and focus on the future.”
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