From One Cheeky Sheep to a Lake District Icon: Meet Herdy Founder Diane Hannah.
There are some brands that simply make you smile. Herdy is one of them.
I first discovered just how much personality there is behind those familiar smiling sheep when I met Diane Hannah, co-founder of Herdy, at a Christmas event in London. I was immediately enchanted by the range, colourful, cheerful and unmistakably connected to the beautiful place that inspired it all.
But behind the instantly recognisable Herdy face is a rather wonderful story.
In 2007, Diane and her husband Spencer launched Herdy with just three products, inspired by the Herdwick sheep they had encountered while walking in the Langdale Valley. One particularly smiley sheep caught their attention, Spencer took a photograph, and the character we know today was born.
What started as a small idea has since grown into a much-loved Lake District brand, with its homeware, accessories and gifts bringing a little of that distinctive Herdy cheer far beyond the fells. Yet the original sense of fun remains, alongside a genuine commitment to the landscape and communities that have been such an important part of the brand’s story.
I wanted to find out more about the woman behind the Herd, from that first encounter with a smiling sheep to building a business with her husband and why giving back remains such an important part of the Herdy story.
So, I caught up with Diane to talk about creativity, life in the Lakes, the challenges of building a brand and, of course, the sheep that started it all.
Meet Diane Hannah, Co-Founder of Herdy
Let’s go right back to the beginning. What was it about the Lake District that made you and Spencer leave city life behind and make Kendal your home?
We’ve always loved the Lakes. Spencer spent a lot of his childhood holidays in the Lake District, and when we were living in North Manchester, we bought a weekend home near Windermere. After a year of spending virtually every weekend up here, we took the decision to move up full-time. At the time, we were running our own design agency and working with the likes of Marks & Spencer, Nissan and Argos, so we had the flexibility to make that move. Having our own business gave us the opportunity to relocate. We jumped at the chance and we’ve never looked back.
The Herdy story began with one very smiley Herdwick sheep. Can you take us back to that moment in Langdale and tell us what happened next?
We’d had a long weekend in Helsinki to celebrate my 40th birthday and were really inspired by the quality of the giftware we saw there. Spence and I have always been fans of Scandinavian design, and it got us thinking about creating a contemporary gift offer that would appeal to visitors to the Lakes. Not long after, we were walking in the Langdales and spotted a very cute-looking Herdwick sheep. Spence took a photo and when we looked at it, we both said, “That’s the face of the Lakes.” Herdwicks are known for their sweet, smiley faces, so we instantly knew it had the right kind of cute appeal. From that moment, the idea for Herdy really started to take shape.
You launched Herdy in 2007 with just three products, and your first Westmorland Show didn’t quite go to plan. What do you remember about those early days, and did you ever imagine Herdy would become the brand it is today?
We’d chosen the Westmorland County show as the venue for the launch. Show day coincided with the second outbreak of foot and mouth, and the government had banned livestock movement at midnight the night before. The show organisers had located our stand next to the Herdwick sheep, miles away from the rest of the trade stands. At 6am we found ourselves standing in a field next to a load of empty sheep pens. We’d sponsored the sheep show, which turned into the duck show. It wasn’t quite the start we’d hoped for!
We had no idea in those early years what Herdy could become or the journey we were about to go on. We were two designers with an idea, and we’ve had to learn how to become retailers and businesspeople along the way. We’d originally envisaged running Herdy alongside our design business, but it quickly took over and became a full-time concern.
Herdy is now a lifestyle character brand with over 400 products, 5 shops, two ecommerce sites and an international wholesale business. We’re looking forward to the exciting opportunities for Herdy in 2027 – not only his 20th anniversary but, in an alignment of the stars, the Chinese Year of the Sheep.
Herdy has such a distinctive personality – colourful, cheerful and a little bit cheeky. How important was it to you from the start that the brand should make people smile?
We wanted Herdy to be a positive brand and to do good things for the community. Making people smile, whether it’s through the fun and colourful products we design or by giving back to the community, was part of the idea from the very start. We wanted to build a responsible, sustainable business and to stand on our own two feet, or should that be four hooves!
You and Spencer have built Herdy together over nearly two decades. What have you learned about working with your partner, and how do your roles differ within the business?
Our roles are very different, although there are areas where we cross over. I manage the day-to-day running of the business, while Spence oversees the design and sourcing of suppliers. We both still have input into the design of our products; it’s something we’re passionate about.
Working together can sometimes be challenging, as we don’t always agree with one another. Our team have been known occasionally, to act as referees! While there are sometimes heated moments, we always find a middle ground to agree on, and decisions are often stronger as a result.
We complement each other with different skill sets and, ultimately, we’re always there to support one another. In an attempt to create a bit of separation between our work and private lives we try not to discuss work at home, however we don’t always succeed.
The Herdwick sheep and the Lake District are at the heart of Herdy. What is it about the landscape, the sheep and the people of the Lakes that continues to inspire you?
The Lakes is such a beautiful place to live, and there’s a real sense of community here. Through Herdy, we’ve been lucky enough to get to know so many different people, from farmers and local business owners to residents and visitors and also the suppliers we’ve worked with for many years. The connections we’ve made are really special to us.
The Lakes has always been a place that inspires writers, designers and artists, and I think a lot of that comes from having the space to think. You’re surrounded by such an incredible landscape every day, it’s hard not to be inspired by it.
I love that Herdy isn’t just about creating lovely products but also about giving back through the Herdy Fund. Why was supporting the Lake District and its communities something you felt strongly about?
When we first came up with the idea for Herdy, we were very conscious that we were, in a way, ‘exploiting’ the cuteness of the native sheep. So, it felt only right to give something back to the community, the farmers and, of course, the sheep that inspired us in the first place.
Over the years, we’ve been lucky enough to get involved in so many worthwhile projects, and it feels really good to be able to give something back. We’ve had the Herdy Fund at the heart of the business from day one. It’s important to us, and it’s a big part of what makes us smile.
Finally, when you’re not keeping the Herd in order, what makes Diane Hannah happy? What would your perfect day in the Lake District look like and, of course, which Herdy product is your favourite?
I love nothing more than a swim in a tarn, preferably when it’s warm! My favourite time to go is in the early evening when it’s quiet and the light is softening as the sun starts to set. I’ve always loved nature and the great outdoors, so living in the Lakes is perfect for me.
A good walk with our rescue dog, Derek, followed by a nice meal and a few glasses of wine with friends, is my idea of happiness. I also love spending time in the garden. It’s good exercise, without the need to go to the gym, and it brings me a huge amount of pleasure.
We’re incredibly fortunate that our passion for design is also our business. As for my favourite Herdy product, that’s a difficult one because there are so many to choose from! But I think it would have to be the children’s books we’ve just launched. Securing a global publishing deal has been a huge achievement, and it’s amazing to see how far we’ve come since we first met that cute, smiley Herdwick halfway up a mountain 19 years ago.
For me, that’s what makes Herdy so special. It may have started with one very smiley Herdwick sheep, but behind the character is a genuine love for the Lake District, a strong sense of purpose and two people who have continued to believe in their original idea.
And perhaps that’s the nicest thing of all – in a world that can sometimes take itself far too seriously, Herdy is a reminder that a little colour, a good sense of humour and a reason to smile can go a very long way.
Visit the Herdy website here.
Poppy Watt