Would You Hire Your Childhood Best Friend? This Founder Did - And It’s Powering a Fast-Growing Brand

GRAND RAPIDS, MI, August 17, 2024 -- Most founders are told never to mix business with friendship. But for Kristin Ruud, that rule wasn’t just ignored - it became the foundation of her growing company.

Ruud, founder of Northern Classics, has brought her childhood best friend of almost 35 years, Rachel Heydlauff, on as Chief Operating Officer as the brand enters its next phase of growth.

Heydlauff joins the company after a career spanning consulting at Deloitte and Accenture, as well as several years in private wealth management at Bessemer Trust. But for Ruud, the decision wasn’t just about experience - it was about trust, shared values, and a lifelong understanding of how each other thinks.

“We’ve known each other since we were two,” said Ruud. “There’s a level of honesty and shorthand that makes every decision easier, and faster.”

Ruud and Heydlauff grew up together and now both have young children, an experience that deeply informs the mission behind Northern Classics: creating high-quality, timeless clothing that encourages kids to spend more time outdoors and less time on screens.

“I’ve seen firsthand what Kristin is building,” said Heydlauff. “This brand reflects how we’re raising our own kids and the kind of childhood we want to preserve. I could not be more excited to come in and help scale it.”

As COO, Heydlauff will lead operations, strategy, and growth initiatives, helping Northern Classics expand its retail footprint and build the infrastructure needed for long-term scale, while staying grounded in the brand’s original mission.

At a time when many founders are searching for the right partners to scale their businesses, Northern Classics offers a different model - one built not just on complementary skill sets, but on decades of trust, shared history, and aligned vision.

About Northern Classics

Northern Classics is a children’s apparel brand inspired by nostalgic, outdoor childhoods and designed for today’s families. Founded in Michigan, the brand creates timeless, high-quality pieces that encourage kids to get outside, explore, and make lasting memories.