Kristin Ruud, BBA ’10, and Rachel Heydlauff, MBA ’17: Reimagining Children’s Outerwear Fashion

Founding Northern Classics

In 2018, after welcoming twins to her family, Ruud found herself searching for outerwear and other accessories for her children that would withstand the cold winters at her home in Michigan. She wanted something that was high-quality but also picture-worthy and was surprised to find the selection to be lacking.

“As a first-time mom, I was having fun with all the summer outfits and swimwear and would mix and match between the two of them. But then it turned to winterwear, and I realized there weren’t many options on the market that blended technical performance with an elevated aesthetic,” Ruud said.

While there was high-performance clothing out there, she found that it rarely looked aesthetically pleasing. “The options were either very basic —  like a plain navy coat — or extremely bold with neon colors and wild designs. I couldn’t find a collection that performed well while offering a more luxurious experience,” Ruud said.

Seeing an opportunity in the space, Ruud began putting together a business plan for a company that would sell high-performing outdoor winter wear for children with more fashion-forward designs. That idea slowly came to life as Ruud’s passion project: Northern Classics.

A Michigan Ross team-up

Inspired by her children and love of fashion, Ruud launched Northern Classics during the COVID-19 pandemic. From 2020 to 2022, she tested products, had samples made at factories, and began exploring ways Northern Classics could market its outerwear.

At the time, she was still vice president of S.A. Morman and Co., a supplier of architectural building materials. She had no prior experience in apparel manufacturing, so to launch her business in this new industry, she leaned on lessons and experiences from her time at the Ross School of Business, where she had earned her BBA in 2010.

“My senior year, I took an entrepreneurship class with Len Middleton, and I just loved it,” Ruud said. 

After that class, I always had in the back of my head that, at some point, I wanted to start a business of my own.

Drawing on skills learned in her entrepreneurship course at Ross, Ruud began reaching out to subject matter experts and collaborating with people in the garment industry. Though she says there was definitely a learning curve, Ruud was able to get her idea off the ground and began navigating the manufacturing process.

As Northern Classics continued to grow, Ruud decided she also wanted to hire a chief operating officer to help her lead the company and manage operations. She looked to fellow Michigan Ross alum Rachel Heydlauff, who she had known since they were kids. 

“I have been a huge fan of Northern Classics since Kristin launched. In 2022, I had a newborn and a two-year-old, and, living in Michigan, I was trying to get outside a lot, so my kids lived in their Northern Classics,” Heydlauff said. “I've joked with Kristin over the years that someday I was going to come work for her. Now it’s actually happening, and I couldn’t be more excited.”

Tapping into the Michigan Ross alum network

Prior to joining Northern Classics, Heydlauff worked in consulting at multiple big-name firms, such as Deloitte and Root Inc. by Accenture. As the new COO of Northern Classics, she decided to tap into her Michigan Ross network to gather advice and a range of perspectives that would help their company succeed.

“I reached out to a Ross classmate who is in marketing at a start-up company that has experienced significant growth the last few years,” Heydlauff said. 

Tapping into Ross connections to get all these different perspectives has been super helpful.

“The Ross network is huge. I think you kind of know it when you're there, but it carries so much weight after graduation,” Ruud added. “The strength of that network actually grows with time.”

The tireless work of Ruud and Heydlauff to optimize, promote, and grow their company has so far paid off. Northern Classics products are currently sold at Bloomingdales and have been featured in numerous high-profile publications like Vogue, People Magazine, Better Homes & Gardens, and more.

“There have been a lot of moments throughout this process that are hard to believe are reality. It’s been amazing seeing the Northern Classics brand grow and be featured in well-respected press outlets,” Ruud said.

Taking the leap

As far as what comes next, the two Ross alums say they plan to shoot for the stars. They recently delved into women’s fashion, releasing their first puffer jacket for adults, and are always looking for ways to expand. 

“Both of us have big growth visions, but we’ll be strategic about how we get there,” Ruud said. “I don’t have an exit strategy – right now, we are focused on creating the best products for kids to enjoy the outdoors, and I’m thankful to wake up every day and do what I love.”

As they continue to work on their company’s expansion, the two alums have stayed in touch with Michigan Ross. Heydlauff, who was heavily involved with the Center for Positive Organizations as a +Lab Fellow, still lives in Ann Arbor and returns to campus to guest lecture and attend the Positive Business Conference.

To current students or alums from Michigan Ross who are interested in entrepreneurship, Ruud and Heydlauff offered this advice:

“It is such a rewarding experience to build something from the ground up. If you have the entrepreneurship bug, you should follow it,” said Ruud. “I am so fortunate that I actually get to do this every day. There are no more ‘Sunday scaries.’ There is a lot of stuff that can be really tedious and granular, and you have to get it right, and it's not super straightforward. I think in any other job, that would feel painful to do, but in this role, it just isn’t because there are so many perks on the flip side of it.”

“Everything we’re doing now has a purpose, and we understand the purpose, which makes the hard stuff easier,” Heydlauff added. “I've been really fortunate and worked for some great companies, but I've never done something this fun. Working with Kristin for Northern Classics is  truly so rewarding.”