Earnshaw's | April/May 2013

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M I C H A E L A N D U L I B E L E N K Y O N Z U TA N O ’ S G R O W T H S P U RT

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R OYA L B A BY M A N I A

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EYE ON PERU

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APRIL & MAY 2013

46

Noelle Heffernan Publisher Jennifer Cattaui ;Z_jeh _d 9^_[\ Nancy Campbell 9h[Wj_l[ :_h[Yjeh ;:?JEH?7B Angela Velasquez <Wi^_ed ;Z_jeh Lyndsay McGregor 7iieY_Wj[ ;Z_jeh Maria Bouselli 7ii_ijWdj ;Z_jeh Megan Fernandez ;Z_jeh_Wb ?dj[hd 9H;7J?L; Trevett McCandliss 7hj :_h[Yjeh Tim Jones I[d_eh :[i_]d[h 9EDJH?8KJEHI Michel Onofrio Ijob[ :_h[Yjeh 7:L;HJ?I?D= Caroline Diaco =hekf FkXb_i^[h Alex Marinacci 7YYekdj ;n[Ykj_l[ Jennifer Craig If[Y_Wb 7YYekdji CWdW][h Steven Hemingway 9bWii_\_[Z IWb[i 7:C?D?IJH7J?ED Laurie Guptill FheZkYj_ed CWdW][h Melanie Prescott 9_hYkbWj_ed CWdW][h Mike Hoff M[XcWij[h 9EDJ79J ?D<E Sales/Editorial Offices ), 9eef[h IgkWh[" *j^ \beeh D[m Oeha" DO '&&&) J[b0 ,*, (-.#'++& <Wn0 ,*, (-.#'++) [Z_jeh_Wbh[gk[iji6 /j^h[WZi$Yec Circulation Office (' >_]^bWdZ 9_hYb[ D[[Z^Wc" C7 &(*/* J[b0 .&& /,*#+'+& <Wn0 -.' *+)#/)./ Y_hYkbWj_ed6/j^h[WZi$Yec 9EHFEH7J; /J^h[WZi (,(&( :[jhe_j HeWZ" )&& M[ijbWa[" E> **'*+ J[b0 **& .-'#')&& Xen Zapis" 9^W_hcWd Lee Zapis" Fh[i_Z[dj Rich Bongorno" 9<E

FEATURES 34 Color Me Zutano C_Y^W[b WdZ Kb_ 8[b[dao jWba i^ef WXekj j^[_h d[Whbo (+#o[Wh#ebZ XWXo WffWh[b XhWdZ WdZ j^[_h h[Y[dj cel[ _dje d[m cWha[ji$ 38 Royally Appointed HeoWb XWXo cWd_W _i _d \kbb im_d] m_j^ 8h_j_i^ cej_\i Z[b_l[h_d] W `kX_bWdj ceeZ je _d\Wdj WdZ jeZZb[h WffWh[b$ 42 More than Machu Picchu M[ [nWc_d[ j^[ F[hkl_Wd cWha[j WdZ _ji ijhed] \eYki ed ikijW_dWXb[" [Ye#\h_[dZbo XWXo ]eeZi$

FASHION 46 All Creatures Great and Small DWjkhWb ÓX[hi" bWo[h[Z ad_ji WdZ Wd_cWb fh_dji Xh[Wj^[ iec[ \h[i^ W_h _dje <Wbb ')$ In the story, "Twinkle, Twinkle," in the February issue, it was indicated in error that Swarovski was involved in Global Kids Fashion Week in London. Swarovski did not participate in this event. In March's "In Focus," the "Licensed to Sleep" section should have stated that sleepwear made up 15 percent of the SG Companies' business. In "Spotlight Shoes" in March, designer Yosi Samra's last name was misspelled.

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This page, from left: Oeuf sweater worn over Tea Collection dress; Suoak corduroy jumpsuit with vintage fur headpiece; Striped blankets and pillows by WoollyBoo, shoes by Naturino. Cover: Oeuf sweater worn over Right Bank Babies dress, Mini a Ture tights. Photography by Cleo Sullivan; styling by Michel Onofrio.

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 97 Issue 4. The business and fashion magazine of the children’s wear industry is published monthly (except bi-monthly April/May and Nov/Dec) editions by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. The publishers of this magazine do not assume responsibility for statements made by their advertisers in business competition. Periodicals postage is paid in New York, N.Y. and additional mailing offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2013 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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Never Too Young To Be “On Trend” E D I T O R’ S L ET T E R

There’s Something Happening Here Forest creature prints and natural materials layer up to render kinderset fashion for Fall ’13 a study in country house chic.

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ALTHOUGH WE’VE GOT summer in our sights, we have fall on our minds. Our eyes are ablur with a forest of prints and fabrications set to hit the shelves this fall. The season is always a favorite time of year for the children’s fashion industry as the range of styles is at its broadest and consumers are looking to invest in the annual ritual of “Back to School.” In our fashion story this month “All Creatures Great and Small,” photographer Cleo Sullivan, who handmade many of the accessories for the shoot, captures a host of infants and toddlers in bold animal graphics, soft corduroys, cardigan sweaters and wool socks. The interplay of textures makes fall a feast for the senses. Thinking about the smallest shoppers, we explored the hottest topics in baby fashion, which took us both near and far—to Peru, London and Memphis, TN. In “More than Machu Picchu,” we explore the Peruvian difference and why that region is heating up in infants’ wear. We also set our sights on Buckingham Palace in “Royally Appointed,” talking to a host of manufacturers and retailers getting ready for the upcoming royal birth. In “No Fluff,” we high-tailed it to Tennessee to get the scoop on Memphis-based store Cotton Tails, a haven for infants and toddlers seeking everything from traditional to contemporary, and learned of their steadfast commitment to customers. This issue is chockfull of major players in the baby and toddler fashion world. We sat down with Zutano, whose name is synonymous with stylish baby clothes, and in “Color Me Zutano” trace how the company has grown up, reaching into the furniture, toy and bedding categories with their brightly colored, modern signature style. We also chatted with SwaddleDesigns creator Lynette Damir, the mother of the modern swaddle blanket. In “Hip to be Square,” Damir details the evolution of her brand that was born of a simple concept: a square blanket perfect for swaddling. And, knowing travel is in your future as the spring/summer 2014 buying season begins, we walk you through domestic trade shows in “Tricks of the Trade,” detailing where you want to be from summer to winter to find the hottest duds for your shop. Enjoy!

JENNIFER CATTAUI jennifer.cattaui@9threads.com

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talking points

FILLER’ UP As manufacturers get down to basics with season-less collections, retailers are discovering the benefits of apparel that transcend seasons and short-lived trends. B Y A N G E L A V E L A S Q U E Z

Kai Bean Kids

Under the Nile

EASON-LESS CLOTHING may seem like a no brainer for manufacturers as year-round collections mean they can bypass most of the design process, keep costs down by taking fewer risks, steady their employees’ and factories’ workload and focus on replenishing accounts, but Janice Masoud, co-owner of Under the Nile adds that season-less collections makes “good business sense” for retailers, too. “The traditional industry seasons no longer correlate with the weather,” she explains. Unlike the women’s market, where consumers will purchase a fall coat at the end of summer, Masoud says parents won’t buy warm weather clothing until it is hot, and likewise with cold weather because kids just grow jee gk_Yabo$ BWkh_[ IdoZ[h" emd[h e\ AW_ 8[Wd A_Zi adds: “These items are also less likely to be on sale because they are always needed. Moms can come back for a favorite T-shirt in the next size after a growth spurt.” ?d iec[ YWi[i j^[ ebZ WZW][" Ç?\ _j W_dÊj Xhea[d" don’t fix it” rings true. Under the Nile’s classic _d\Wdj hWd][ _i Yecfh_i[Z e\ .& f[hY[dj YWhhoel[h _d tried and true pink, blue and sage, but don’t equate season-less clothing with bland, flavorless fashion. The brand offers sweet mix-and-match tonal prints WdZ WZZ edi je `Wpp kf XWi_Yi$ A_m_ ?dZkijh_[i WdZ A[[#AW Wh[ ademd \eh kfZWj_d] fefkbWh XeZ_[i m_j^ new stripes or refreshed color palettes to suit the new season and to coordinate with ones passed. I_c_bWhbo" AW_ 8[Wd A_Zi \[Wjkh[i Z[YedijhkYj[Z raw edges and same color contrast stitching on all e\ _ji ]Whc[dji je Yh[Wj[ W Ye^[i_l[ Yebb[Yj_ed$ ÇFW_h it with jeans and they’re ready to go,” says Suzanne Remington, owner of Carson City, NV-based The 8eoÊi Ijeh[ WXekj j^[ de \kii b_d[" WZZ_d] j^Wj ^[h clientele wants timeless fashion that is fashion conscious and reports there isn’t as much pressure with boys to get rid of items at the end of the season. Fbki" Wi Xeoi X[Yec[ b[ii W\hW_Z e\ Yebeh" H[c_d]jed says these basic collections are a great way to pull a few items together to create several looks. These wardrobe builders can be the full-price filler your store needs between unpredictable seasons, but if you’re not easily lured by “more bang for your

buck” sales pitches, manufacturers suggest there are many more reasons—from school dress codes and quality to girls’ everlasting love of tutus—to consider season-less clothing.

WEATHER UP

Forget winter tweeds and summer linens—seasonless collections are typically made with cottons in weights that can be worn comfortably on their emd" eh bWo[h[Z _d YebZ[h cedj^i$ <eh [nWcfb[" AW_ 8[Wd A_Zi e\\[hi ZkhWXb[ <h[dY^ j[hho Yejjed i^ehji as a year-round must-have for accounts in areas like Southern California. Snyder says the style is updated with richer or lighter seasonal colors, but the weight of the garment stays consistent. Overall, Masoud sees manufacturers adjusting to a singular fabric weight because the weather is changing. ÇOek ZedÊj d[[Z h[Wbbo ^[Wlo ijk\\ Wdoceh[$ FWh[dji are more interested in fabrics that can last,” she [nfbW_di$ ?d ej^[h YWi[i" \kdYj_edWb_jo ijh[jY^[i _j[ci _dje W dkcX[h e\ i[Wiedi$ A_m_ ?dZkijh_[i offers a sleeveless jumper dress that can be worn with a long-sleeve shirt, or as a tunic as the child grows older.

TRIED AND TRUE

Jkjki ^Wl[ X[Yec[ W cW_dijWo _d A_m_ ?dZkijh_[iÊ line of basic playwear. Despite the fact that the tulle and satin skirts break from the company’s organic c_ii_ed" Ye#emd[h <W_j^ 8[]Wo#>ebjhef iWoi j^[ style has gone unchanged for seven years and is a big part of the brand’s U.S. business. “They’re simple, classic, fun and tell their own story. They don’t follow a trend,” she explains. Under the Nile specializes in classic infant essentials needed day in and day out, a.k.a items that don’t need to go on sale or out of style. “We have four lines [comprising one-pieces, gowns, snap tees, and matching accessories] that we keep season after season because once parents realize how easy these pieces are, they come back for more,” Masoud reports.

STYLING ASSISTANTS

Remington notes basics can help complete a trendy beea$ 8o fW_h_d] Yecfb[c[djWho ieb_Zi" a_Zi YWd

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key into the color block trend or wear-test unusual colors, say neon green or yellow, without investing too much of parents’ cash into the timely hue. Blank T-shirts are a big part of boys’ skater vibe that calls for layering, too. Remington recommends creating a one-stop shop for moms by placing coordinating tees with button ups, hoodies and thermals for a twofer look. “They usually know what they are going to pair the T-shirt with but other moms just let things catch their eye,” she says.

QUALITY OVER QUANTITY

“We believe quality and durability is what makes our clothes cross seasons,” Begay-Holtrop says. Similarly, Remington picks up Kai Bean Kids for the line’s quality and softness. The trained dressmaker has an eye that homes in on straight and even seams. She admits, “I’m very picky. I look at how the item is pieced together and how much attention to detail is put into a garment, but these finishing touches are what makes the garments a little more special.” It’s the same reason why some moms might be open to snap up a T-shirt from a boutique rather from a big box store, despite the fact that a solid tee might be a third of the price.

TEACHER’S PET

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Remington warns that there is a fine line between apparel that is school-appropriate without being too school-specific. But with more schools adapting strict dress codes, she says it’s become increasingly important to offer lines that are classic and don’t rely on graphics and embellishments. “It’s easier for parents to know they have a collection of items that their children can wear to school,” she explains. After all, the last thing parents want to hear is that their child was sent to the school nurse for a change of dress.

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STOCK MARKET

“We have a full stock—that’s the beauty of offering season-less lines,” Masoud reports. “Retailers can rely on us for these essentials with no preordering. They know they will find what they need.” When a style proves to be successful, Begay-Holtrop says she and co-owner Laura McIndoo feel confident keeping it in stock, which she points out cuts costs, and quick turnaround is an added bonus. Snyder says, “Our customers can reorder at anytime and it is a cost-effective way for stores to invest in a whole line because they can carry it year round.”

™

LESS IS MORE

Kai Bean Kids

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A simple approach to design is even trickling into segments of children’s apparel that is usually doused with wild prints and color. “It’s not just tees anymore,” Remington adds, recalling one mom who was looking for basic blue pajamas for her son. Similarly, footwear brands like Keds and Italian sneaker brand Superga, are hitting their stride with classic canvas kicks in neutrals that do double duty as shoes for school and play.

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talking points

EVERYONE LOVES A PARADE

Bonnie Young

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CHILDREN’S FASHION WAS the toast of the town in New York City March 9-10 when the finest in childrenswear converged for the fourth season of Petite Parade. The weekend of shows, activities and entertainment feted Spring and Fall 2013 collections by Andy and Evan, Bonnie Young, Pale Cloud and more, and were on preview for media, editors, mommy-bloggers, buyers and children with a flair for the sartorial. Target kicked off the festivities at Industria Superstudio with a runway show featuring its exclusive Shaun White, Circo and Cherokee lines. Diesel continued the fun with a rock-inspired show set to the tunes of all-kid band, School of Rock. The denim brand also entertained kids with a make-your-own-flipbook workshop—just one of the many DIY activities, including a Conversesponsored paint-your-own-chucks station that called for children to tap into their inner fashion designer. Looks from European labels Miss Blumarine, Silvian Heach and Ki6 set a sophisticated tone with rich jacquards and renewing emerald green on the second day. The Vogue Bambini multibrand runway shone a spotlight on Zutano, Kissy Kissy and Snopea’s sweet styles. For the finale, in-demand 9-year-old DJ Fulano and Stride Rite Children’s Group closed out the weekend with a lively and whimsical catwalk highlighting footwear trends for all occasions. –A.V.

Bamboo Fabrics Actually Rayon? IN JANUARY, THE Federal Trade Commission fined retailers Macy’s, Sears, Leon Max and Amazon a total of $1.26 million for selling apparel as bamboo when the clothes were actually made of rayon. But should this action send retailers and customers into an absolute tizzy? Not exactly. Korin Ewing Felix, staff attorney in the Bureau of Consumer Protection at the Federal Trade Commission, explains that there are two types of “bamboo” clothing—one that’s made from the actual, natural bamboo fibers, giving the clothing a more linen-like feel, and apparel made from chemically broken down bamboo that’s transformed into “goo,” which is spun into rayon. “Regardless of what plant source is used as the base for creating rayon, the textile fiber that is manufactured is rayon and must be called rayon,”

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Ewing Felix notes of the proper label for this type of apparel. Fabric made from the natural fibers of bamboo, however, should still be labeled as such. “Rayon is far more common than actual bamboo fabric, because the process of extracting actual bamboo fiber is more costly and more time-consuming,” Ewing Felix explains. She also advises retailers to beware of soft and silky clothing labeled bamboo, despite the Textile Act and Rules’ enforcement of proper labeling. If retailers are unsure of the bamboo clothing in their store, they can test apparel at an independent test laboratory to confirm the relative percentages of composite fibers in a product, or speak with the manufacturer and distributor to learn more about the fabric. And while many brands tout the softness of their bamboo-based rayon products, chemicals are used to give it this texture and retailers should be made aware of that to better inform customers. “A consumer may be interested in purchasing only natural fibers, whether for health reasons, environmental reasons, or simply personal choice. Or a consumer may be seeking a garment with specific care requirements,” Ewing Felix says. “The bottom line is that consumers [are] entitled to know what they are buying before they purchase it.” –Maria Bouselli

SUSTAINABILITY IN FASHION ON TUESDAY, APRIL 9, F.I.T. (Fashion Institute of Technology) hosted the seventh Annual Sustainable Business and Design Conference. Keynote speakers addressed topics ranging from understanding interdependence and practicing meditation to investing in revolving green funds to support sustainable projects. Speaker Paul D. Miller, a.k.a. DJ Spooky, used his new book, The Book of Ice, and his experience in Antarctica as a starting off point for a lively discussion of nature, music and art. The full day of seminars was complemented by student-made displays, and Earnshaw’s immediately homed in on the children’s apparel students’ contribution. Their topic was “sustainable layette,” and they sourced materials that were employed in their project everywhere from the Salvation Army to their own closets. Hangtags and packaging also had to be sustainable. Layette collections had themes ranging from dogs, giraffes and fairies to Thanksgiving. There was even a Christening gown fashioned from an old lace tablecloth and housed in a basket made of leaves. –Jennifer Cattaui

HALLO FROM GERMANY ONE OF EUROPE’S economic hot spots has its eyes set on children’s fashion. German fashion and lifestyle magazine Luna and trade fair Koelnmesse have partnered for the premiere of Children’s Fashion Cologne. The trade

Boss

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show, scheduled for July 11-13 in Cologne, Germany, will cover baby, children’s and maternity fashion, as well as footwear and accessories. Brands such as Supertrash, Vilebrequin, Simonetta, Oilily and Parajumpers are already confirmed. The Spanish National Association for Children’s Products will also be presenting a range of Spanish labels. As home to the baby and toddler show Kind + Jugend, Koelnmesse Communication Manager Benjamin Agert describes Cologne as a meeting point for the industry, especially for economically hit southern European manufacturers looking for new markets and distributors. Located in one of the most densely populated regions of Europe,

Cologne can be reached within an hour to two hour flight from most major European cities. Plus, Agert notes, “The greater Cologne area is an economic center with the highest spending power and generates 40 percent of the European GDP,” making it a very attractive area for businesses and media. The event will be a mixture between an exhibition and fashion show and will be held twice a year in February and July. Agert believes the show will appeal to American buyers who want to carry top-quality labels. “That includes internationally established brands as Roberto Cavalli, but also labels that are key players in Europe and provide the opportunity to be the first to introduce it into the U.S.,” he offers. –A.V.

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M_j^ Wd WhhWo e\ eh_]_dWb Yebb[Yj_edi" fh[#YeehZ_dWj[Z i[ji" [nYbki_l[ fWjj[hdi WdZ Yb[l[h YecXei" Gagou Tagou Z[b_l[hi [Yb[Yj_YWbbo Ykj[ ijob[i je Xeoi WdZ ]_hbi i_p[i ) cedj^i je (* cedj^i$ BWo[jj[i" ib_ff[hi" i^e[i" ieYai WdZ ekjerwear make up the brand’s permanent product line, while the signature colb[Yj_ed ^Wi W ceh[ kfiYWb[ WdZ h[\_d[Z beea j^WjÊi f[h\[Yj \eh if[Y_Wb eYYWi_edi$ M^eb[iWb[ fh_Y[i hWd][ \hec , je '($ =e je www.gagoutagou.ca.

fresh finds

Jammies prêt-à-porter is a clothing line catering to newborns through 9 months that comes packaged in h[YoYb[Z" 8F7#\h[[ fbWij_Y `Whi$ CWZ[ _d j^[ K$I$7$ \hec j^[ ie\j[ij Yejjedi WdZ rayons, Jammies spans ribbed bodysuits m_j^ _di[Wc idWfi je fWdji WdZ `kcfik_ji _d W ieb_Z XWi[ e\ feffo i[[Z WdZ cream and trimmed in watermelon, kiwi WdZ fbkc$ M^eb[iWb[ fh_Y[i hWd][ \hec (' je )*$ L_i_j www.jammiesnyc.com.

;d[h]_p[Z Xo W bel[ \eh \Wi^_ed" WZleYWj[i \eh ieY_Wb `kij_Y[" ;b_pWX[j^ >eo[ WdZ AWj Im_Ya" j[Wc[Z kf je \ekdZ William & Leora, a cause-centered Ybej^_d] b_d[ j^Wj ]_l[i (+ f[hY[dj e\ _ji fhe\_ji je ikffehj j^[ \_]^j W]W_dij Y^_bZ jhW\\_Ya_d]$ :[Xkj_d] \eh <Wbb Ê')" j^[ Yebb[Yj_ed Yedi_iji e\ ijhkYjkh[Z silhouettes and architectural details in l[bl[j[[d" iWj[[d" gk_bj[Z `[hi[o WdZ fedj[$ I_p[i hWd][ \hec - je ', WdZ m^eb[iWb[ fh_Y[i hWd][ \hec )+ je //$ =e je www.williamandleora.com.

FWhj ^W_h WYY[iieho" fWhj ijk\\[Z jeo" Ponytail Pals jWa[i j^[ Ê/&i iYhkdY^_[ je Wdej^[h b[l[b$ 9h[Wj[Z \eh ]_hbi W][i _d\Wdj je '( o[Whi" j^[ Yebb[Yj_ed \[Wjkh[i '* Wd_cWbi _dYbkZ_d] W X[Wh" W Xkddo" W Zebf^_d WdZ W \he]" WdZ d[m ijob[i m_bb be added seasonally. Wholesale price per ponyjW_b ^ebZ[h _i )$++$ =e je www.ponytailpals.com.

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LAS VEGAS MAY LOS ANGELES JUNE

Drawing inspiration from her three young children, designer TJ Hamilton (wife of NBA star Richard Hamilton of the Chicago Bulls) infuses Sew Lati Couture with deep hues of plum and navy to bow a regal collection of holiday wear for boys and girls sizes 2 to 6 years. From luxurious velvet blazers and jacquard coats to playful graphic tees, pieces can be mixed and matched into countless combinations of effortless elegance. Wholesale prices range from $19 to $199. Visit www.sewlaticouture.com.

Making its stateside debut is Canada’s Sweet Dreams & Flying Machines. Swaddles come in sizes 0-3 months and 3-12 months and wholesale for $19. Sleep sacks, which are compatible with any five-point harness device, are available in sizes 3-9 months and 9-30 months and wholesale for $39. Made from the highest quality fire-tested fabrics, both styles keep baby warm, comfy and cozy no matter how much they wiggle. Visit www. sweetdreamsandflyingmachines.com.

BABY SLING

CRAFTED OF FINE ALL NATURAL FIBERS SOFT )RISH LINENS AND LUSH DUPIONI SILKS ADJUSTABLE ONE SIZE ADJUST NEWBORN LBS MADE IN MASSACHUSETTS

3AKURA"LOOM COM HELLO SAKURABLOOM COM

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hot properties

Ford and Lamborghini Roll Onto Coloring Books The World of Eric Carle Welcomes Clothes JOESTER LORIA GROUP announced that G&W ?dZkijh_[i m_bb Z[l[bef Ybej^_d] \eh J^[ MehbZ e\ ;h_Y 9Whb[$ 9;E WdZ Fh[i_Z[dj e\ @B= :[XhW @e[ij[h iWoi j^[o Z[Y_Z[Z je h[WY^ ekj je = M WXekj Yec_d] ed XeWhZ as the U.S. apparel license after working with Michael CWh_de\\ WdZ 7bX[hj CWb[^ _d j^[ fWij$ ÇJ^[_h Yecc_jc[dj je ]h[Wj fheZkYj WdZ j^[_h [nY[fj_edWb h[bWj_edi^_f m_j^ h[jW_b[hi cWZ[ b_Y[di_d] j^[_h d[m YecfWdo" = M" Wd [Wio Z[Y_i_ed"È @e[ij[h iWoi$ J^[ Óhij bWkdY^ e\ j^[ b_d[" ^_jj_d] i^[bl[i _d ijeh[i \hec Z[fWhjc[dj je if[Y_Wbjo _d I[fj[cX[h" m_bb _dYbkZ[ \Wi^_ed bWo[jj[ WdZ ÇfbWo[jj[È pieces for newborns and infants. A full collection of infant WdZ jeZZb[h WffWh[b m_bb \ebbem$ <_dZ ekj ceh[ \hec ?iWWY Maleh at Isaac@gwkids.com.

Mr. Men, Little Miss Travel Stateside

THE U.K. CHARACTERS Wh[ cWa_d] j^[ `ekhd[o WYheii j^[ fedZ m_j^ IWdh_e$ J^[ YecfWdo ^Wi i[Ykh[Z i[l[hWb b_Y[di_d] fWhjd[hi^_fi" _dYbkZ_d] 7][ =hekf \eh im_cm[Wh" AecWh \eh Y^_bZh[dÊi ib[[fm[Wh WdZ LWdZeh \eh ^eki[mWh[i WdZ ]_\j _j[ci$ Ej^[h _j[ci _dYbkZ[ [#Xeeai \hec F[d]k_d =hekf KI7 ?dY$" WffWh[b \hec @kda <eeZ 9bej^_d] WdZ ESO shoes. “We are developing fheZkYj j^Wj _dl_j[i Yedikcers to interact with the brand _d W c[Wd_d]\kb mWo" Wi l[hicles for self-expression and [nj[di_edi e\ j^[ XhWdZ"È iWoi @Wd[j >ik" fh[i_Z[dj WdZ 9EE e\ IWdh_e$ ?j[ci m_bb ^_j h[jW_b i^[bl[i X[]_dd_d] _d @kbo m_j^ lWh_[Z fheZkYj Wiiehjc[dji available at a range of retailers throughout the year. Suggested h[jW_b fh_Y[i \eh j^[ _j[ci hWd][ \hec )$// je +&$ Je ÓdZ ekj ceh[" [#cW_b M[dZo Ryan at wryan@sanrio.com.

TOY AND ARTS WdZ YhW\j YecfWdo Meeao ;dj[hjW_dc[dj _i putting its focus on boys looking to get in touch with their inner artist with its Design Masters coloring _j[ci \[Wjkh_d] jme cW`eh YWh YecfWd_[iÆ<ehZ WdZ BWcXeh]^_d_$ Ç?jÊi ckY^ ceh[ appealing for little boys to draw W BWcXeh]^_d_ eh W <ehZ j^Wd W ][d[h_Y l[^_Yb[" [if[Y_Wbbo \eh Xeoi .#fbki m^e ij_bb h[Wbbo WZeh[ ZhWm_d]"È iWoi 9^h_ij_dW IabWl[d_j_i" l_Y[ fh[i_Z[dj e\ cWha[j_d] \eh Meeao ;dj[hjW_dc[dj$ J^hek]^ekj j^_i o[Wh" j^[ YecfWdo m_bb WZZ d[m [b[c[dji" _dYbkZ_d] BWcXeh]^_d_ Yebeh_d] f[dY_bi WdZ ia[jY^Xeeai \[Wjkh_d] _ji <ehZ hWd][" m^_Y^ _dYbkZ[ j^[ <eYki" CkijWd] WdZ HWfjeh$ J^[ b_d[" with a suggested retail price range \hec *$// je /$//" m_bb X[ WlW_bWXb[ _d if[Y_Wbjo ijeh[i WdZ c_Z# j_[h WdZ cWii cWha[j h[jW_b[hi" ikY^ Wi 7Whed 8hej^[hi$ Je ÓdZ ekj ceh[" YedjWYj info@wooky entertainment.com.

Ravensburger and Thomas & Friends Stick Together THE PUZZLE-MAKER has extended its relationship with Thomas & Friends W\j[h Óhij fWhjd[h_d] m_j^ j^[ fhef[hjo _d '//.$ “We were one of the first licensees for Thomas & Friends in the U.S. and have established a very successful Thomas & Friends fkppb[ Xki_d[ii el[h j^[ fWij '+ o[Whi j^WjÊi X[[d [ii[dj_Wb _d Zh_l_d] HWl[diXkh][hÊi fkppb[ ]hemj^"È iWoi J^ecWi AW[ff[b[h" 9;E e\ HWl[diXkh][h$ Ceh[ j^Wd (& fkppb[i m_bb X[ h[b[Wi[Z ijWhj_d] _d gkWhj[h jme e\ (&')" m_j^ ceh[ j^Wd ^Wb\ \[Wjkh_d] XhWdZ#d[m Z[i_]di$ Iec[ fkppb[i are packaged in unique containers such as tins and a suitcase Xen" WdZ ed[ fkppb[ [l[d j[WY^[i a_Zi je j[bb j_c[ m_j^ celWXb[ YbeYa ^WdZi$ 7lW_bWXb[ Wj Jeoi ÇHÈ Ki WdZ if[Y_Wbjo ijeh[i" j^[ b_d[ h[jW_bi \hec ,$// je '+$//$ <eh WZZ_j_edWb _d\ehcWj_ed" [#cW_b LF e\ IWb[i JhWYo @e`ea_Wd Wj tracy. jojokian@ravensburger.com.

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NINE THINGS Baby Aspen ceramic banks

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1

Beatrix Potter porcelain tabletop set

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Christopher Fischer Baby cashmere blanket

Tree by Kerri Lee tooth boxes

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9 Child to Cherish handprint tower

Mud Pie silver rattle

Elegant Baby silver bank

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Red Envelope heirloom cup

7 Elks & Angels sheepskin cuddle bears

MEMORY KEEPERS

From silver rattles to handprint kits, traditional and contemporary keepsakes capture special moments in time. By Lyndsay McGregor

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*OUSPEVDJOH UIF "OHFM %FBS .VTMJO $PMMFDUJPO /PX "WBJMBCMF

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4/18/13 10:06 AM

ON TREND COZY SHOES • HEARTS

SHEAR BLISS The case for cold feet is dwindling as this season’s bundle of cozy and cuddly booties are guaranteed to keep tiny toes toasty on the street and in slumber. The slipper shoe hybrids bulk up on warmth with shearling trimmings and cable knit uppers, and entice little trendsetters with buttery soft leathers and sequin embellishments. These perfect blends of function and fashion are shoe-ins as favorite keepsakes and sought-after hand-medowns for years to come. —Angela Velasquez

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Clockwise from top right: 1. Bearpaw shearling bootie 2. Elks & Angels ballet slipper 3. Jefferies knit loafer 4. Jack & Lily shearling lined boot 5. Stride Rite cable knit Mary Jane

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2 Clockwise from top left: 1. Leggings by The Big Citizen 2. Stella Blu burnout tee 3. Milla Reese crystal-embellished hair clips 4. Jaime Rae Hats beanie 5. Stoopher & Boots embellished thermal

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MORE TO LOVE Consumers spent on average $130.97 this Valentine’s Day on candy, cards, flowers and all the pink and red heart-shaped flourishes for which the lovey-dovey holiday is known. Tweens, on the other hand, have an open-to-buy for heart-embellished apparel and accessories year round, using the symbol of love to declare affection for everything from their best friends to their favorite ice cream flavors. No matter whatever or whoever sends hearts aflutter next fall, the simple and bold shape is sure to be in style. —A.V. (&') 7FH?B%C7O ;7HDI>7MI$9EC 17

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SPOTLIGHT APPAREL

Knitting Dunn Right Virginia Dunn takes on its biggest collection to date for Fall ’13.

Wholesale: $20-$70 Sizes: Girls 2 years to 8

VIRGINIA DUNN BEGAN the process of forming her i[b\#j_jb[Z b_d[ _d (&&/" W\j[h (&#fbki o[Whi e\ ad_jj_d] [nf[h_[dY[ WdZ meha Wi W Y^_bZh[dim[Wh Z[i_]d[h _d <hWdY[$ I^[ Z[iYh_X[i ^[h XhWdZ Wi Çm^_ci_YWb WdZ W b_jjb[ \Wi^_ed#\ehmWhZ"È ijeff_d] i^ehj Wj kdZ[hijWj[ZÆÇ? YWdÊj iWo _jÊi kdZ[hijWj[Z m^[d ? cWa[ ^Wji m_j^ X_hZ d[iji"È i^[ bWk]^i$ J^[ b_d[ ijWhj[Z _d ad_ji" Xkj ^Wi i_dY[ [lebl[Z _dje Ykj#WdZ#i[m _j[ci Wi m[bb" m_j^ j^_i \Wbb cWha_d] ^[h bWh][ij Yebb[Yj_ed je ZWj[$ :kdd iWoi ^[h cW_d _dif_hWj_ed \eh j^[ b_d[ _i ^[h ]hWdZcej^[h" m^ec i^[ X[b_[l[i [ckbWj[i ^[h jWh][j Ykijec[h$ Ç? ^WZ W ]hWdZcej^[h m^e Xek]^j ceij e\ co Ybej^[i X[YWki[ j^WjÊi m^Wj i^[ b_a[Z je Ze"È i^[ [nfbW_di$ ÇJeZWo ? ^Wl[ Ykijec[hi m^e [#cW_b c[ j^_d]i j^[o mWdj \eh j^[_h ]hWdZY^_bZh[d" eh i[dZ c[ f_Yjkh[i e\ j^[c m[Wh_d] j^[ Ybej^[i$È :kdd iWoi i^[ j^_dai jhWZ_j_edWb" WdZ j^[d fki^[i j^[ [dl[bef[ `kij [dek]^$ Ç8kj ? WbmWoi ^Wl[ f_da"È i^[ WZZi$ ÇJ^WjÊi m^Wj QYkijec[hiS mWdj je Xko \eh b_jjb[ ]_hbiÆf_da$ 7dZ j^WjÊi m^Wj b_jjb[ ]_hbi mWdj$È >[h ad_j _j[ci Wh[ cWZ[ \hec 7bfWYW WdZ ^[h Ykj#WdZ# i[m fheZkYji Wh[ f_cW Yejjed" Xej^ iekhY[Z _d F[hk$ J^[ b_d[ _i ^WdZcWZ[ _d j^[ Iekj^ 7c[h_YWd Yekdjho Wi m[bb iWoi :kdd" dej_d] j^Wj i^[

\h[gk[djbo jWa[i jh_fi j^[h[ je [dikh[ j^Wj ^[h XhWdZ _i kd_gk[ \hec ej^[h Y^_bZh[dÊi b_d[i fheZkY[Z _d j^[ h[]_ed$ Iec[j_c[i" :kdd dej[i" cWdk\WYjkh[hi _d F[hk mWdj je cWa[ j^[ ]Whc[dji if[Y_\_Y mWoi X[YWki[ j^[o cWa[ j^[c ie e\j[d b_a[ j^Wj" WdZ i^[ iWoi" ÇDe" \eh][j j^Wj È ijWj_d] j^Wj i^[ mWdji ^[h b_d[ je ijWdZ ekj$ >[h \kd Z[i_]di Wh[ c[Wdj je h[iedWj[ m_j^ Y^_bZh[d$ Ç? j^_da _jÊi _cfehjWdj je b[j a_Zi Zh[ii j^[ci[bl[i"È i^[ dej[i$ Ç? h[Wbbo j^_da oek i^ekbZ _dj[h[ij j^[c Qm_j^S j^[ Ybej^[i$È DWlo" ^ej f_da WdZ h[Z Wh[ j^[ cW_d Yebehi \eh <Wbb Ê')$ I[l[hWb f_[Y[i \eYki ed Wd [gk[ijh_Wd j^[c[ m^_b[ ej^[hi \[Wjkh[ ^[Whj Z[jW_bi" _dYbkZ_d] W YedY[djh_Y ^[Whj im[Wj[h$ ÇJ^[ YWf[ m_j^ j^[ ^ehi[ m_bb X[ W ijWdZekj Qf_[Y[S"È :kdd dej[i" dWc_d] W ad_j h_Z_d] `WYa[j WdZ W ad_j ^Wj h[i[cXb_d] W h_Z_d] ^[bc[j Wi ej^[h \kd f_[Y[i \eh \Wbb$ M^_b[ L_h]_d_W :kdd _i fh[i[djbo iebZ cW_dbo Wj if[Y_Wbjo ijeh[i" i^[ ^ef[i je jWa[ ^[h XhWdZ _dje j^[ ^_]^#j_[h Z[fWhjc[dj h[jW_b[hi _d j^[ d[Wh \kjkh[$ Ç? ^ef[ je X[ _d Xki_d[ii W bed] j_c["È i^[ iWoi$ Ç? `kij QmWdjS j^[ Yebb[Yj_ed je a[[f ]hem_d] WdZ ][jj_d] X_]][h WdZ ijhed][h$ ? ^ef[ f[efb[ [d`eo _j$È :kdd _i Ykhh[djbo meha_d] ed W ad_jj_d] WYj_l_jo Xeea Wi m[bb$ —Maria Bouselli

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BABY’S FIRST COLLECTION

Mother Hen Pink Chicken feathers its fall nest with block prints and jewel tones. THE SECRET BEHIND being a successful designer is simple: make sure that every few months you come up with a collection that’s immediately recognizable yet noticeably different to the one that preceded it, ensure it always connects with the fashion zeitgeist, and, of course, price it right. Alas, simple is often the most difficult feat to pull off, but Stacey Fraser felt she was up to the task. Prior to hatching Pink Chicken above her garage in 2006, the fashion veteran had designed clothing at Ralph Lauren, BabyGap, Old Navy and Tommy Hilfiger. “I took a year off after my [second] daughter was born and couldn’t get designing out of my system,” the mom of two reveals. Fast-forward to today

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and what started life as a few boho-chic dresses seven years ago has grown into a full-fledged line for babies, kids, tweens and women. “Our [child] customer is definitely a little girl who loves dresses. We have so many fun printed dresses and skirts that the kids love to twirl around in,” Fraser, who always had a love of vintage textiles and Indian block printing, says, noting that her 4- to 6-yearold fans adore how comfortable the clothes are, while the tween set favors the graphic tees, leggings and tunics. “We’ve been really fortunate to still have growth in this sluggish economy,” she adds. In February Pink Chicken launched a new website and re-branded all of its labels and hangtags to complement the bohemian aesthetic of its four divisions. For Fall ’13 Pink Chicken is brimming with Indian- and Moroccan-inspired dresses and separates featuring block-prints, jewel tones and quirky graphic tees, and everything is custom designed and colored in-house. Meanwhile the brand is continuing to grow its tween division, as well as its women’s wear. “We designed prints specifically for women and put them in a sophisticated color palette. We’re calling it a re-imagined mommy and me: you can have the same vibe, but not the identical print or outfit,” she says. “Something else we’re trying to do is dress the girls from head to toe so we’re introducing accessories, flip-flops and bags.” Last year Pink Chicken made the drive in from the Hamptons to open its first Manhattan store on the Upper East Side. “The neighborhood has really embraced us and we have a lot of similar customers from our Amagansett store who are now also Madison Avenue customers,” Fraser says, adding, “It’s great to have one-on-one feedback that we can incorporate into our next collection.” —Lyndsay McGregor

Wholesale: $18- $38

NYIGF

Booth No. 7156 elegantbaby.com 800.334.5321

4/18/13 11:04 AM

SPOTLIGHT APPAREL & SHOES TIMELESS, ELEGANT AND functional are three words designSizes: er and founder of Baby 0 to 12 Bespoke Kathryn months Beach uses to describe her layette line. Like so many children’s designers, Beach noticed a void in the layette market after having her second child. “I was just over the moon thinking of what I could do to add to the [layette] marketplace,” she says. With a mind toward traditional luxury, four years ago she created Baby Bespoke as a 100 percent cashmere infant, layette line. Today, the brand also offers cotton pieces consistent with its main palette of pinks, blues and whites. For Fall ’13, Beach says the brand is updating its bubble and bib gift set in new colorways, such as butter cream and a pastel unisex option, and is adding custom stationery. “What I like to do and what keeps me motivated is to offer an array of items that would be relevant for anyone purchasing for baby or a mother,” Wholesale: $25-$175

Bespoken For Traditional layette brand Baby Bespoke puts a custom spin on its elegant attire.

she explains. She names the Bespoke Cardigan, a lightweight cashmere sweater, as one of her favorite pieces, and a bestseller season after season. Beach notes that while the brand may add select items or new colors for the seasons, the pieces could be worn throughout the year. “Layette is really seasonless. What you may purchase for [babies] might be used in the fall or winter of next year,” she says. “We really want to offer them everything so [customers] feel they have everything covered for their child’s first year.” And her design aesthetic, which she describes as “classically beautiful” without any fuss or frills, fits that mold. The line, currently sold at independent boutiques, will soon hit shelves at Neiman Marcus. “I have my sights set on anyone that would be a good match for our consumer and product,” Beach says of adding future retailers. She also hopes to take on more licensing collaborations, similar to Baby Bespoke’s partnership with Kissy Kissy, and to expand the brand’s categories. —M.B.

Celebrate Innocence

SUPER SOFT CLOTHING FOR INFANTS AND TODDLERS WWW.KICKEEPANTS.NET | (310) 492-5707

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Sayonara Soggy Socks Butler Boots’ vividly hued overboots are a save for pint-sized puddle jumpers.

Wholesale: $22.48 Sizing: Toddler 8 to youth 3

“MY KIDS WERE my inspiration,” says father of four, Marc Kingsley-Poole. The Canadian designer of men’s overboots recalled imperfect yet practical children’s versions from his own youth, but struggled to find them on the market. He shared his idea with a friend who ran a daycare who confided that his heart would break daily as he watched toddlers remove their boots upon arrival only to promptly step sock-first into the puddle of water. With encouragement from friends and family, the serial entrepreneur decided to revive the children’s overboot. In developing the idea, Kingsley-Poole says he thought of Swatch. “At the time they launched, the Swiss watch industry was doing poorly because the Japanese had developed digital watches. Swatch had high design, good price and a lot of technology,” he notes. He had mind to similarly revive children’s overboots with accessible pricing, high quality and compelling styling. “I thought if I could make kids’ overboots beautiful and practical, then I would have something,” he adds. Incorporated in 2012, Butler Boots is well-positioned already to make a splash on the market for their Fall ’13 launch. Stride

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Rite, an early adaptor to the idea, has gotten behind the nascent company to help launch the boots in all of their stores, and is set to back the move with significant marketing dollars. “It’s growing like wildfire,” Kingsley-Poole adds. “We are going to be in 2,000 stores in the fall.” He attributes this rocket launch to a “star studded team,” including Mark Challant, a 72-year-old footwear veteran whom Kingsley-Poole says he’s lucky to have on board, as well as Velcro (for closures), Trimfoot (for distribution) and designers from Italy, Canada and the U.S. To boot, Kingsley-Poole insisted on developing his own polymer for the product. He was adamant that it complied with the strictest global standards and ensured that the quality was superior to everything out there in the market— surpassing tests of cold crack, adhesion while wet, stretch and wear. In fact, the boot is made with one mold and is one piece—which he deems a major milestone. “I have seasoned mold makers say to me this is not made of one mold but it is. It’s not glued or fastened. It’s almost indestructible.” Kingsley-Poole also wanted it to be made in America—a fact he says that has ticked up the “purchase influence” of the boot. “It has opened doors to major retailers in the States. It’s also great for exports—in China they love buying Made-in-the-U.S.A.” The boots come in a rainbow of colors: navy blue, yellow, pink, red, teal and green, and down the road Kingsley-Poole sees sparkle being added to the mix. North American retailers interested can contact Trimfoot for ordering, whereas others should contact mark.challant@butlerboot. com or gary.shannon@butlerboot.com for information. Deliveries are expected to begin July/August. For upcoming back to school (or daycare) classes, Kingsley-Poole says he is eager to get the report. “I can’t wait until I get that call—‘Marc, my heart wasn’t broken this morning—thank you.’” —Jennifer Cattaui

Any way you stack it,

Dallas offers more for kids Dallas KidsWorld Market APPAREL. GIFT. ACCESSORIES. TOY.

June 19-25, 2013 Dallas Market Center dallasmarketcenter.com 214.744.7444

4/15/13 10:00 AM

ON THE BLOCK COTTON TAILS

No Fluff

Customers come first at 25-year-old children’s boutique, Cotton Tails. By Lyndsay McGregor IN 1988 MIKI Brugge was frustrated. As a fashion buyer for Macy’s, she would come across exciting new lines from start-up companies that were too small to produce the huge volume that big box stores needed or to get their names out to different parts of the country. As a new mom living in Memphis, TN, she had nowhere to buy them for her little one. Fed up with what was on offer to her (and knowing there must be others who felt the same) she left her job and opened Cotton Tails, a kids’ Xekj_gk[ YWhho_d] [l[hoj^_d] \hec jhWZ_j_edWb je Yedj[cfehWho$ Ç? \[bj there was a need for a children’s store that was not only fashion forward but also super-friendly. Customers can walk in and feel very comfortable shopping in this store,” Brugge says. By taking customer service to the nth degree, Cotton Tails has grown

\hec '"-&& igkWh[ \[[j je _ji Ykhh[dj '+"&&&#igkWh[#\eej beYWj_ed _d j^[ kfiYWb[ BWkh[bmeeZ I^eff_d] 9[dj[h$ Ç? j^_da e\ co ijeh[ Wi co ^eki[$ What if you have a party at your house and you’re having friends over, and you get it decorated and it’s beautifully presented, but then you don’t say ^[bbe je j^[c5 J^_da e\ j^Wj$ Oek d[[Z je cWa[ ikh[ m^[d oekh Ykijec[hi come in that you treat them as your party guests: you need to thank them \eh Yec_d]$ J^WjÊi ie _cfehjWdj demWZWoi"È i^[ [cf^Wi_p[i$ ÇCWoX[ ? YWdÊj Yecf[j[ m_j^ edb_d[" Xkj m[Êh[ W \h_[dZbo \WY[ WdZ W \h_[dZbo le_Y[$ ? listen to my customers.” One glance at Cotton Tails’ exterior (a distressed wood effect adds an antique look to the front doors while oversized flowers and ladybugs decorate the canopy) is a dead giveaway as to the goodies waiting inside. The

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selection spans basics to special occasion and everything in between, with racks on racks of Kissy Kissy, Bailey Boys, Funtasia Girls, Deux Par Deux, Pink Chicken and Lemon Loves Lime, to name a few, as well as shoes and accessories to keep boys and girls looking their best from head to toe. “We always love to bring in a few new lines each season. We do a lot of research, too, and we listen to our customers. Just because I did something 10 years ago and it didn’t work out doesn’t mean today’s customers won’t like it,� she says, noting that she finds new collections at ENK Children’s Club in New York as well as the Dallas shows every year. “Since we’re in the South, we typically do well with smocking. It’s definitely a southern thing!� she laughs, noting that her business is very separates driven. She points to Tea Collection as a bestseller, adding that it makes up 20 percent of her total sales. “Our customers love it because it’s very well priced, they love to hear about the background and it just looks so cute on everybody,� she says. And the feeling is mutual. “Miki and the team at Cotton Tails are always such a joy to work with!� exclaims Kelly Poper, national sales manager at Tea Collection. “The level of customer service given in her store is unparalleled in retail. The store is beautiful and the window displays are always imaginative.� On the shoes side, Brugge carries select styles from Tiny Toms, Ugg, Lelli Kelly, Livie & Luca, Nina and more. “We’re like a Who’s Who of shoes,� she says. “And our [employees] know how to fit shoes. You just can’t walk into a store like we do and say you wear a 7. Children could have fat feet or skinny ankles and we have a group of [sales associates] here that are amazing at fitting.� What began as a handful of shoe brands and styles quickly grew to an offering so large it sparked Cotton Tails’ move to its present location a few years ago. “We had more and more customers coming for shoes and I pretty much had inventory stored on and under my desk,� she remembers, laughing. The move also meant Brugge could add nursery furniture to her merchandise mix and Cotton Tails of-

fers a complimentary consultation with design specialist April George for when customers are designing a nursery for the first time or transitioning to a toddler’s big kid room. But no matter how big the store gets or how much variety it offers, Cotton Tails continues to put its customers first. “I think it’s really important for people to listen to what their customers say. If people say we’re not open when they finish work in the evenings, that’s a problem,� Brugge says. “Sometimes things might be convenient to us but we need to make sure we’re convenient for our customers. I do have two people who stay late every day so if someone comes in at the last minute, they won’t be hurried out the door. We plan for that kind of person.� Today Cotton Tails’ clientele runs the gamut from what Brugge calls the Baby Boomer Grandma (or BBG) to young moms and as she points out, “I notice the younger ones don’t buy as much as the older ones. It seems like the grandmothers have not been touched at all [by the economy]. I will notice a younger girl put something back or I’ll hear ‘I’ll just wait until Grandma comes into town.’� As she puts it, the BBGs have already paid for life’s major expenses like homes, college tuition and cars. “You don’t need to set money aside for anything so they think, why not spend it?� she says. Face-to-face contact is definitely something Brugge and her employees value highly and they take as much pride in their community as they do in Cotton Tails. The store works with Rachel’s Kids, a non-profit that offers afterschool mentoring and activities to children living in the inner city neighborhoods of Memphis, and regularly links up with other stores in the shopping center for fashion shows. “And we do some benefit things where we’ll have an early morning breakfast and between 9 a.m. and 10 a.m. a certain amount of dollars customers spend will go to the charity of their choice,� she adds, noting that becoming a successful local children’s store is not always about ringing the register. At Cotton Tails, it’s also about beYec_d] W fWhj e\ j^[ Yecckd_jo _j i[hl[i$ š

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4/18/13 9:30 AM

IN FOCUS TRADE SHOW F O R R E TA I L E R S

HOW TO BENEFIT FROM A TRADESHOW

Tricks of the Trade WE EXPLORE HOW TO MAXIMIZE YOUR TRADE SHOW PUNCH FOR BOTH RETAILERS AND MANUFACTURERS, AND LIST DETAILS ON SOME OF THE MOST IMPORTANT DOMESTIC EXPOS FOR THE BACK HALF OF 2013. By Maria Bouselli

THE PEOPLE, THE booths, new exhibitors, favorite brands—all of this can be overwhelming when you first hit the show floor. But James Dion, founder and president of retail consult_d] \_hc :_edYe" ?dY$ _d Chicago has some tips to follow in order to make your next trade show trip run smoothly. Get there early. Dion suggests that retailers arrive to the city a day early and use that time as an opportunity to tour the area’s retail landiYWf[$ ÇBeea Wj Wbb a_dZi of retailers, not just in your category, and how they’re tempting customers, [such as] what their stores look like and what kind of technology they’re using. Be a student of retail,” he says. Do your homework. When preparing to buy for the next season, Dion recommends that you analyze the numbers for

these same months last o[Wh$ ÇBeea Wj oekh fWij history for that same season—what was hot, what was not, what did you run out of and what was your performance?” He also says to pay attention to the categories that seemed to be trending up last season and disregard the products going cold. Also be sure to calculate your open-to-buy* number. “The monthly opento-buy number should be used like a checkbook balance, as you ‘write a check’ for each purchase you need to subtract it from the open-to-buy balance for that month,” Dion advises.

new products and vendors,” he notes.

In with the new, and old. Before the show, Dion advises retailers to make appointments with their store’s popular brands, and to also leave enough time to visit with new lines. “Make sure you allow time, WXekj (& je )& f[hY[dj of the show, to find and identify new opportunities,

Be visual. Think about how you’re going to set up your floor each month, and when new product will be rolling in. Visualize your floor plans and snap photos of the items you bought so you can talk to your sales staff about them when you return to your store.

Network and learn. Take advantage of educational seminars and speak with fellow store owners dur_d] j^[ jhWZ[ i^em$ Ç?jÊi just a great opportunity to talk with other retailers, particularly with noncompetitive ones about performance, how much you pay your manager, what kinds of returns you are getting and what you’re finding hot out there,” Dion says, adding that the educational sessions can be “a way of getting new knowledge and information to make your business better.”

*CALCULATING YOUR OPEN-TO-BUY NUMBER Follow this equation to find your open-to-buy number for the month to figure out how much product you can buy for the season:

{ Desired ending monthly inventory (at retail + { Markdowns for the month } - { Yo u r p l a n n e d b e g i n n i n g o f t h e

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2 4 ; 7 H D I > 7M I $ 9 E C 7 F H ? B % C 7O ( & ' )

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4/17/13 3:22 PM

F O R M A N U FAC T U R E R S

DESIGNING YOUR BOOTH

GET YOUR CALENDARS OUT . . . IT’S SHOWTIME! WE’VE COMPILED THE “EXCITING BITS” OF THE UPCOMING DOMESTIC SHOWS.

A VISUAL BOOTH that stands out is crucial to sales, says Susannah Searson, VP of sales and marketing at Apple Park—a brand that’s won Best Booth Design in both Atlanta and Dallas. “Our retailer’s desire to give us extra square footage to convey the brand message they’ve seen at the trade shows is always the highest compliment and a signal to us that we are doing things right.” Here, Searson shares pointers on how to display brand product and entice retailers. Go with the flow. Think about how people will enter the booth when brainstorming display ideas. “I always take time to figure out where the flow of traffic will be coming from and what will be the first thing people see when they look at our booth,” Searson says. Be inviting. Making the booth inviting and easy to shop is important. Allow attendees to be able to move about the booth to look at product and ensure easy communication with brand reps.

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Inspire. “A retailer needs to be able to visualize how product will look in their store and also be inspired to replicate the environment you have created,” Searson offers. She adds that the display should represent the brand’s DNA. “We actually recreate the park environment with our tree and grass murals, our picnic table and park bench, and of course our signature apple tree sculpture,” she says. Retailers like the tree so much that they ask to buy it to recreate the display in their own stores. Keep up to date. While Searson notes that a wellthought out display can last for at least two years, she advises brands to ensure their fresh items are prominent. “We feel the booth should reflect the product offering, so if product has been updated and there are lots of new SKUs the booth should reflect this,” she says. Know your brand. Find the best way to give attendees an idea of what your brand stands for. “We love it that our booth represents a park-like environment and to do this we have a challenging set up, but in the end it’s worth it because retailers get a hands-on feel for how [to] present our product,” Searson says.

Atlanta Apparel Market when: June 6-9, August 8-12, October 17-21 where: AmericasMart, Atlanta basic info: The show has six editions during the year and more than 4,000 lines—800 of which are in the Children’s World section. “We feel like we’ve really weathered the storm and we’re poised to do nothing but go up at this point and foster the growth,” says Lou Ann Thomas, executive director of marketing. what’s new? Approximately 125 new lines have been added to the Children’s World section. why go? “Ease of buying,” says Gayle Gibbs, VP of leasing. “It’s all on one floor and you don’t have to run from booth to booth.” For exhibitors, she notes it’s an opportunity to reach stores that aren’t strictly-children but carry select kids’ products. amenities: Breakfast and lunch are provided, and educational seminars and social events are also hosted by the show. must-do: The show planners are in the midst of organizing a fashion show for the October edition.

LA Kids Market

when: June 10-13, August

5-8, October 14-17 where: California Market Center (CMC), Los Angeles basic info: Taking place six times a year, the LA Kids Market gives retailers a chance to peruse the showrooms of the best 800-plus lines the California childrenswear market has to offer. With the CMC Gift and Home Market coinciding with the shows, buyers can find an array of products for their stores. what’s new? New additions to the kids’ floor include Morgan and Milo, Up Past 8, Submarine, 2 Red Hens and Margery Ellen Baby. why go? “We boast more than 800 children’s and maternity brands collectively in one location, and offer a diverse assortment of categories in all price points and sizes,” says Alyson Bender, CMC’s social media and marketing representative. amenities: The show provides breakfast, as well as vouchers for lunch, coffee and snacks, free parking, shuttle service for nearby hotels and a Buyers Lounge that offers Internet and printing. must-do: The Opening Night Reception in the main lobby provides a relaxed environment for buyers and industry guests to mingle.

4/17/13 3:22 PM

IN FOCUS TRADE SHOW SwimShow

when: July 20-23 where: Miami Beach Convention Center,

Miami basic info: For more than 30 years,

Dallas KidsWorld Market

when: June 19-25, October 24-27 where: World Trade Center,

Dallas basic info: “Since its debut in

January 2008, KidsWorld continues to feature leading manufacturers of gifts, home décor, furniture and related merchandise as well as children’s apparel and accessories,” says Cindy Morris, COO of the Dallas Market Center. “The combined resources create a complete floor devoted to products for infants, children, tweens and expectant mothers.” The show is set up in both permanent showrooms and on a show floor. what’s new? Play. Baby. Juvenile. (PBJ), a show for baby gifts and gadgets, launched this past spring. Future dates have yet to be announced. As always, buyers can look forward to the addition of new brands. why go? Morris notes that this show is a perfect opportunity to shop for a diverse assortment of products, from apparel and accessories to gifts, gadgets and toys. amenities: The show provides members of United Southwest Children’s Organization (USCO) a lounge that includes meeting spaces, information about the show and refreshments. must-do: A fashion show and USCO dinner are not to be missed during the August market. “[It’s] a great opportunity for networking with peers and seeing the trends on the runway,” Morris adds.

SwimShow has provided retailers a vast selection of swimwear, including children’s. After several slow years during the recession, Judy Stein, executive director of the Swimwear Association of Florida, believes that the show is now better than ever: “We understand that the benchmarks of a successful show are measured by its quality, quantity and convenience and we look forward to not just meeting, but superseding these expectations with the top brands and the most significant buyers all under one roof.” what’s new? The show is adding another hall at the convention center, making for an approximate total of 400,000 square feet of floor space for swimwear. This new space will include a high-end designer section. why go? Stein says the swimwear industry continues to grow across various tiers of retail and as more lines, including well-known designer brands, come out with adult takedowns for children. “Also since this shift of considering kids’ swimwear a fashion category and not just a basic, manufacturers have really stepped up the design, craftsmanship and price points for kids’ beachwear,” she notes. amenities: The show provides attendees with a breakfast bar and high tea every day, as well as the Swim Lounge to relax and unwind, complete with a happy hour on Saturday and Monday evenings. The Miami Beach Visitor and Convention Authority and the visitor’s bureau also offer free transportation services to explore South Beach. must-do: Highlights of the Swim Show include a runway show with a champagne toast and trend and color seminars.

Playtime

when: August 3-5 where: New York basic info: The curated trade show saw

its biggest turnout to date in its recent sixth edition—more than doubling since its first show. But no matter how much the show grows, Clare Posnack, spokeswoman for Playtime, ensures that it remains true to its original goal: “to present the most creative and interesting U.S. and international brands dedicated to the universe of children.” what’s new? The show will move to a new, yet-to-be announced, location for its August edition, which will have a “Super Heroes” theme. New exhibitors will also join the line up, but all will tie in with Playtime’s overall atmosphere. “We do not accept lines that we feel are not a good match,” Posnack adds. why go? The show director notes that attendees will see brands at Playtime that won’t exhibit at any other show. And, it remains one of the easiest shows to shop. “We are still small enough to ensure that exhibitors will not get lost in a sea of too many rows of booths yet big enough to offer an assortment of lines in many categories such as clothing, accessories, decoration and gear,” she says. amenities: Playtime offers a free breakfast and a cocktail party with live music for all attendees. For exhibitors, the show provides steamers and wooden walls to decorate the booths if needed as well as racks and shelves. Shuttle buses also run to and from other shows that coincide with Playtime for attendees’ convenience. must-do: The educational seminars and cocktail party are two Playtime highlights.

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4/17/13 3:22 PM

ENK Children’s Club

when: August 4-6, October 6-8 where: Pier 94 and Jacob Javits Center, New York basic info: ENK Children’s Club, now part of Advanstar,

has more than 600 collections for buyers to peruse and is constantly on the hunt for new additions. “Children’s Club has evolved over the years always mining for what’s new and relevant for the coming season so that we may continue to provide retailers with new and exciting product,” says Joanne Mohr, EVP of ENK. The floor is broken down into such categories as contemporary and international to make shopping easier. what’s new? Mohr assures that the Children’s Club plans to take full advantage of Advanstar’s new “Shop the Floor” app in the near future. “This web-based application will give buyers a pictorial view of the collections and also the opportunity for buyers and sellers to connect and purchase or sell both at the show and post show,” she notes. why go? Going strong for 13 years, Mohr believes that tradeshows, like ENK Children’s Club, remain an important aspect of the children’s industry. “They provide retailers with a view to the season over three days and all under one roof,” she says. “You can’t shop more than 600 collections in three days any other way.” From accessories and footwear to eco-friendly merchandise, buyers can find the right items for their product mix at Children’s Club. The August show also coincides with Accessorie Circuit and Intermezzo Collections, catering to those who are buying for adult customers as well. amenities: ENK provides its exhibitors with steaming stations and assistance to unload merchandise and bring it to their booths, and offers a complimentary lunch and full breakfast for all attendees. The show will also run shuttles to and from Accessorie Circuit and Intermezzo Collections. must-do: Mohr advises exhibitors to take advantage of pre-show marketing opportunities through ENK and for retailers to set up appointments to make the best use of their time. ENK also collaborates with Earnshaw’s during the October show to present the Earnie Awards.

Kidz at Stylemax

when: August 10-12, October 19-22 where: Merchandise Mart, Chicago basic info: Kidz at Stylemax takes

place four times a year in downtown Chicago at The Merchandise Mart. Since its inaugural show in 2010, VP Susan Glick says the show has continued to grow alongside its women’s Stylemax show. “It was something we were very excited about—to be able to take our very important partners who were the childrenswear reps and invite them to be part of Stylemax,” she says. “In the last couple years it has worked out to be a formula that we are all very

satisfied with and our reps have more exciting lines than ever.” what’s new? Glick says attendees can look forward to seeing new brands in August and October. why go? “We feel that this is the destination if you have a childrenswear store or are a women’s boutique trying to enter into the market,” Glick says. “We are known for bringing buyers and sellers together with the right formula and that’s what we’ve achieved.” Besides an array of childrenswear brands, Kidz at Stylemax also offers crossover trade shows, including a women’s show and a bridal market. amenities: Kidz at Stylemax offers attendees free lunch and coffee on the floor as well as an Internet lounge and a happy hour. must-do: “Do your homework,” Glick advises. “Our website is very interactive and retailers can take a look at all of the lines at Stylemax so they can be very well-prepared.”

NY Now

when: August 17-21 where: Jacob Javits Center and

Pier 94, New York basic info: Formerly known as New York International Gift Fair, NY Now attracts more than 33,000 attendees to view the approximately 2,800 exhibitors. The show runs the gamut on product, from home essentials and décor to toys and gear. what’s new? “Everything will be new this August!” exclaims Show Director and GLM Senior Vice President Christian Falkenberg. He notes that the new name complements the change in the show’s organization. Instead of being divided into 10 sections, NY Now is split up into four parts—Home (furnishings, textiles, decorative accessories), Lifestyle (giftware, personal care, stationery, fashion accessories and children’s products), Handmade (handcrafted resources in all home and lifestyle categories) and New! which focuses on approximately 250 new-tomarket exhibitors. why go? “It offers retailers a chance to efficiently and effectively source and shop a broad range of complementary merchandise,” according to Falkenberg.

amenities: While the show director

notes that the main focus is on ensuring retailers can easily shop the show, NY Now will be offering a new online product directory: NYNow365.com. Exhibitors can post product information with videos and images, and buyers can browse products and brands, “like” and share their favorites, and request information about the product such as wholesale pricing. must-do: Falkenberg advises retailers to plan ahead and register for some of the 30 educational sessions, which address such topics as design trends and digital marketing, and events, such as Night on Broadway and the Retailer Excellence Awards, and to schedule appointments with exhibitors to “make the most of their time at market.”

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4/17/13 3:23 PM

IN FOCUS TRADE SHOW

KIDShow Las Vegas

when: August 19-21 where: Bally’s Hotel and Casino, Las Vegas basic info: Since starting 10 years ago

with only 63 brands, KIDShow Vegas has come a long way. “The last show was probably one of the best attended shows in five years,� says Denise Raeside, manager of KIDShow. “Exhibitors were saying thank you and that it was a great show—one of the best shows ever.� While KIDShow is moving down the hall into the

Expo Center in Bally’s, the spirit remains the same—creating a great show for both buyers and exhibitors. what’s new? A slightly new location in Bally’s Expo Center, and Raeside hopes to expand its line offerings with more California reps, especially from the San Francisco area. why go? KIDShow offers an international attendance, up about 30 percent from last year. And during these same dates, buyers can also attend FN Platform and ENK Vegas. amenities: Food is provided throughout the day for buyers and exhibitors, and beverages and snacks are even available for exhibitors as they set up their booths. Raeside looks to make attendees feel at home to create a positive experience. “Those amenities mean a lot, but if they’re having a good show, they just make it nice and comfortable. It’s nice to know that someone is there taking care of your needs,� she says. must-do: The cocktail party on opening night is a great opportunity to network with fellow retailers and exhibitors.

Northern California Show

when: August 24-26 where: Oakland City Center Marriott, Oakland, CA basic info: When the economy took a turn,

Wendy Samuels, coordinator of the Northern California Show, says the Kids on 6 reps wanted to find a way to help reach the northern California market by doing a show “that was both affordable to attend and featured all the best we have in L.A.� The show began with nine reps and today has more than 40, showcasing more than 500 lines. what’s new? Retailers can expect to find some new and unique brands to add to their store’s mix—from accessories and party dresses to European and domestic lines. why go? The show will be in an open booth setting, which Samuels believes makes it easier for retailers to browse and find unique brands “as well as take as much time as they like with the lines they have come to know as important resources for their customers.� amenities: The show gives attendees breakfast and lunch each day, “and maybe some surprise raffles,� Samuels adds. must-do: Samuels notes that the cocktail gathering is a “good time to meet, greet and network with all attendees.�

Offspring 1385 Broadway, Suite 1800 NY, NY 10018 212-279-4150 Mark Zelen Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745 West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 4FF VT BU The Children’s Club /:$ "VH UI UI The Kids Show #BMMZ¾T -BT 7FHBT "VH UI TU

er_04_05_13_in_focus_06REVISE.indd 28

4/17/13 3:23 PM

when: September 10-12 where: Marriott Teaneck at Glenpointe, Teaneck, NJ basic info: Created in 1990 to give vendors and retailers

rooted in the children’s shoe business a chance to network and view products twice a year, The Children’s Great Event Shoe Show has grown from 54 exhibitors its first year to more than 300 brands at its upcoming edition. “There is no other show in the country that is as large as ours with so many lines of children’s shoes that you can see under one roof,” says President and CEO Allen Blum. what’s new? Blum says for the summer edition, the show is boosting its add-on vendors to include more brands that feature accessories such as headbands and sunglasses. why go? It’s the only trade show that’s focused solely on children’s shoes. And Blum says each brand, from the big to the small, is ensured their due recognition. “One of the main things at our show is we give the small vendors a chance to get noticed with the large vendors,” he notes, adding that those looking for European brands like Primigi might notice a smaller, newer brand that also has a European-style to add to their store as well. amenities: The show gives out coupons for lunches and offers a great rate for retailers and vendors to stay at the hotel. must-do: “Make appointments,” Blum says. He notes that some exhibitors are even open to the “wee hours” of the night talking with retailers and writing orders.

KIDShow Miami

when: October 20-21 where: Miami Airport Convention

Center, Miami basic info: With the inaugural edition in March drawing a total of 176 brands, KIDShow Miami is off to a running start. Denise Raeside and others on the KIDShow team decided to organize a show in Miami to reach a different set of exhibitors and retailers. Buyers from such countries as Argentina, Costa Rica, Haiti, Ecuador, Jamaica, Panama and Venezuela were

in attendance during this first edition. “It was really geography,” she says. “Getting from one side of the country to another is a lot so now we’re really offering an East Coast and West Coast show.” what’s new? Raeside sees the next edition growing even bigger, with more exhibitors and retailers in attendance. “We all walked away saying this could really be something,” she adds. “And even when we were down there, we were getting e-mails from people in the New York area to send them information for the October show.” why go? If buyers are looking to increase their footwear assortment while also viewing apparel, Raeside says there is a big shoe presence in Miami. The show also offers a chance to network with retailers and brands from Central and South America. amenities: A continental breakfast as well as a sample of local cuisine for lunch is provided to all attendees. must-do: The opening reception is a not to be missed networking event.

Too Cool For Preschool

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The Children’s Great Event Shoe Show

4/16/13 3:10 PM

4/17/13 3:23 PM

IN FOCUS TRADE SHOW

ABC Kids Expo

when: October 15-18 where: Las Vegas basic info: Since its first edition in 2003, the

ABC Kids Expo has grown from 400 exhibitors to approximately 900 exhibitors, adding a Modern Child section in 2006 and the Naturally Kids Showcase in 2007. what’s new? Two new sections in the Baby and Child category are launching in October—the UK Pavilion (sponsored by

Harrogate Nursery Fair and the Baby Products Association) and a China Pavilion (supported by the Children Baby Maternity Expo). An Inventors Showcase will also be available where “inventors” can discuss their innovative ideas. The show is making a return to its original home in Las Vegas as well. why go? “The ABC Kids Expo is the single largest collection of manufacturers of juvenile products in North America attracting a growing international audience,” says Eric Seemann, CEM and CMP of the show. He also calls the show a “one-stop shop” for children’s retailers, where they can buy necessities from gift items and furniture to apparel. amenities: A media center will be available for retailers to pick up manufacturers’ media kits, and a coffee and wine bar, beer garden and margarita oasis will be at attendees’ disposal. must-do: The Industry Reception, free for all attendees, on the opening night of the show, The New Product Showcase Reception, runway events, and Innovation Award Winners Zone are all must-sees. Seemann advises attendees to register early as these events are updated as the date moves closer.

Additional regional shows to put on your radar: PLUSH June 7-9 Hyatt Recency Plaza Los Angeles, CA (310) 248-0160 www.plushshow.com The Columbus MarketPlace for Gift, Garden and Home June 23-25, July 21-23, August 16-20, September 29-October 1 7001 Discovery Blvd Dublin, OH (614) 339-5101 www.thecolumbusmarketplace.com The Atlanta Int’l. Gift & Home Furnishing Market July 10-17, September 17-19 AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

New York JUNE 2012

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The Chicago Market July 18-24, September 18-20 Merchandise Mart Chicago, IL www.shopchicagomarket.com North Branch Kids Show August 9-13, October 18-22 1229 N. North Branch-3rd Floor Chicago, IL www.northbranchkids.com The Children’s Show at Deerfield August 10-13, October 19-22 Embassy Suites Deerfield, IL www.midwestchildrensapparelgroup.com United Boston Children’s Wear Show August 12-14, September 8-11, October 20-23 75 McNeil Way Dedham, MA (781) 407-0055 www.unitedbostonchildrenswear.com

New York Kids Market Week August 12-16, October 28- November 1 34 West 33rd St., (3rd, 9th, 12th floors) New York, NY www.nykidsmarket.net

The Livonia Children’s Show September 29October 1 Embassy Suites Livonia, MI www.midwestchildrensapparelgroup.com

Dallas Apparel and Accessories Market August 14-17, October 24-27 Dallas Market Center Dallas, TX (214) 744-7444 www.dallasmarketcenter.com

Michigan Children’s Show September 29October 1 Glen Oaks Country Club 30124 W. 13 Miles Road Farmington Hills, MI (847) 415-2156

Vow, New World of Bridal September 17-20 AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

The Indy Children’s Show October 3-4 Embassy Suites North Indianapolis, IN www.midwestchildrensapparelgroup.com

Atlanta

All Baby & Child Spring Education Conference May 20-22, 2014 Disney Coronoda Resort Orlando, FL www.allbabyandchildsec.com

Northwest Kids Show September 28-30 DoubleTree by Hilton Seattle, WA www.nwkidsshow.com

THE SHOE ISSUE JUNE ISSUE HIGHLIGHTS Shoe In Taking a look at the children’s footwear industry from the retailers and fashionista’s point of view. Licensed to Thrill A look into the children’s licensing industry, and the properties most popular for kids.

PHOTOGRAPH BY CHRISTOPHE KUTNER

International Trade Show Planner The brands and events to look forward to at upcoming international trade shows.

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Get Active! The trends and buzz shaping up activewear.

So much more… Inspirational, informative and insightful, Earnshaw’s magazine has been the go-to resource for children’s apparel retailers for the past 96 years. Advertise in Earnshaw’s and place your brand message in front of 15,000 childrenswear buyers and professionals. Brand impression is everything today, and we can make sure your message remains top of mind within the industry with buyers looking to fill store shelves. Space reservations: 5/09/13 Materials due: 5/16/13 Bonus distribution Regional trade marts and NYC showrooms

Contact: Noelle Heffernan (646) 278-1531 noelle.heffernan@9threads.com for advertising rates, sponsorships and custom publication opportunities.

4/18/13 12:37 PM

S w a d d le D es i g n s

BEHIND THE SEAMS

HIP TO BE SQUARE

FOUNDED ON A LARGE SQUARE SWADDLING BLANKET WITH STEP-BY-STEP INSTRUCTIONS, LYNETTE DAMIR HAS GROWN SWADDLEDESIGNS INTO A MODERN BABY LIFESTYLE BRAND FEATURING A HOST OF TRENDY ESSENTIALS. BY JENNIFER CATTAUI

Founder of SwaddleDesigns Lynette Damir

TEN YEARS AGO, Bod[jj[ :Wc_h bWkdY^[Z ^[h YecfWdo ImWZZb[:[i_]di WdZ _djheZkY[Z j^[ bWh][ igkWh[ imWZZb_d] XbWda[j je j^[ cWha[j$ ?j i[[ci j^[ \ehc[h fhe\[ii_edWb _Y[ iaWj[h" m^e ijkZ_[Z Z[i_]d Wj j^[ 7hj ?dij_jkj[ e\ I[Wjjb[ W\j[h meha_d] Wi W dkhi[ Wj W cW`eh ^eif_jWb" ^WZ `kij j^[ h_]^j kd_gk[ Xb[dZ e\ ia_bbi je ifWha W imWZZb[ h[lebkj_ed$ 7bj^ek]^ imWZZb_d] ^Wi X[[d WhekdZ \eh j^ekiWdZi e\ o[WhiÆÇ@[iki mWi imWZZb[Z" 7b[nWdZ[h j^[ =h[Wj mWi imWZZb[Z" j^[ 7c[h_YWd 7YWZ[co e\ F[Z_Wjh_YiÊ iocXeb _i W imWZZb[Z XWXo"È :Wc_h dej[iÆj^[ fhWYj_Y[ ^WZ \Wbb[d ekj e\ le]k[ _d j^[ K$I$ [nY[fj _d ^eif_jWbi m^[h[ _j mWi hekj_d[$ H[#fefkbWh_p[Z _d j^[ bWij Z[YWZ[ j^hek]^ [Zk# YWj_ed [\\ehji je d[m fWh[dji WXekj imWZZb_d]Êi X[d[\_ji" jeZWo _jÊi W cWj[hd_jo ckij$ >em[l[h" Zkh_d] ^ec[ l_i_ji Wi W dkhi[" :Wc_h YekbZ i[[ j^Wj cWdo d[m fWh[dji m[h[ \WY_d] W Yecced fheXb[c0 Kfed h[jkhd_d] ^ec[ m_j^ j^[ XWXo" j^[o mWdj[Z je imWZZb[" Xkj Z_ZdÊj adem ^em je Ze _j WdZ j^[_h XbWda[ji m[h[ jee j^_Ya WdZ jee icWbb$ ÇFWh[dji ZedÊj ijWo _d j^[ ^eif_jWb Wi bed] Wi j^[o ki[Z je"È i^[ iWoi" fe_dj_d] je j^[ \WYj je [nfbW_d j^[ bWfi[ _d [ZkYWj_ed$ Ç?j ki[Z je X[ \_l[ je i[l[d ZWoi \eh W dehcWb X_hj^$ JeZWo _jÊi (* je *. ^ekhi$È J^[ d[[Z i^[ m_jd[ii[Z ]Wl[ :Wc_h Wd _Z[W0 W bWh][" b_]^jm[_]^j" igkWh[ imWZZb_d] XbWda[jÆ m_j^ Ykj[ f_Yjeh_Wb _dijhkYj_edi i[md _dje _j$ ÇM^[d ? jebZ co ^kiXWdZ co _Z[W" ^[ `kcf[Z e\\ j^[ ie\W WdZ jebZ c[ j^[ _Z[W mWi ][d_ki"È i^[ bWk]^[Z$ J^[ Kbj_cWj[ ImWZZb_d] 8bWda[j ^_j ed j^[ ^[[bi e\ W fkXb_i^[Z ijkZo dej_d] j^Wj

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Clockwise from bottom left: 1. chevron swaddling blanket 2. chick print sleep sack 3. Mickey Mouse print blanket

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2

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4/15/13 11:03 AM

Color Me Zutano

Q&A

Michael and Uli Belenky dish about their 24-year-old childrenswear label known for bright hues and modern prints, and how they’re keeping it fresh in new markets season after season. BY J E N N IFE R C ATTAUI

N Michael Belenky (top) and Uli Belenky (right), founders of Zutano.

EARLY 25 YEARS ago, Uli and Michael Belenky ditched their jobs as a creative director and freelance photographer and dove into something new. “We were thinking about babies at the time, knew professionally we wanted to work together and we saw a void in the market,” Michael says. Their vision was an out of the box baby apparel company with a strong point of view and aesthetic, swimming upstream from the sea of pastel pinks and blues that had saturated the market. They up and left New OehaÊi =Whc[dj :_ijh_Yj edbo jme years into the business, and relocated je j^[ _Zobb_Y l_bbW][ e\ 9WXej" LJ$ Ç?j mWi fh[#[#cW_b WdZ fh[#?dj[hd[j" WdZ m[ cel[Z je j^_i ^_bbjef \Whc$ ?j mWi a really great move, as we know now, but was pretty ballsy at the time,” Michael laughs. They had already cemented a relationship with producers in Macao who continue to manufacture the line, a partnership that gave them the confidence to make the move. “We met them early on through W \ehc[h Xki_d[ii Yedd[Yj_ed$ ?jÊi been a dedicated relationship ever i_dY[1 m[Êh[ j^[_h edbo Ykijec[h WdZ j^[oÊh[ ekh edbo fheZkYj_ed \WY_b_jo"È

C_Y^W[b iWoi$ Ç?jÊi Wbie W f[hiedWb h[bWj_edi^_f Wi m[Êl[ i[[d [WY^ ej^[hÊi Y^_bZh[d ]hem je X[ oekd] adults,” he adds. Today, there is not a person in j^[ Y^_bZh[dÊi WffWh[b _dZkijho j^Wj Ze[idÊj adem j^[ dWc[ PkjWde WdZ what it represents: a vibrant palette and a wide array of fun prints for babies who, incidentally, look great in color. The brand has such a strong h[fkjWj_ed _d j^[ Y^_bZh[dÊi WffWh[b market that over the last few years PkjWde ^Wi [nfWdZ[Z _ji h[WY^ _dje bedding, toys and most recently, furniture. We got to sit down with Uli and Michael and find out more about the future of their “business XWXoÈ WdZ m^Wj j^[oÊl[ b[Whd[Z along the way. You’ve been expanding quite a bit into lots of new categories—what’s that experience been like? M.B.: ?jÊi W h[Wbbo [nY_j_d] j_c[ \eh ki h_]^j dem WdZ m[Êh[ [d`eo_d] developing strong partnerships. M[ Wh[ h[WZo je [nfWdZ PkjWde beyond clothing to a real lifestyle brand. Along with the bedding collections that we have been doing

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with Kidsline, a really great partner for interpreting our aesthetics into bedding, there are more things coming. We have a new partnership with Storkcraft where we are working on bringing some color and new ideas to children’s furniture, so we’re looking beyond cribs. I think children’s furniture is an area where there’s been a lot of traditional thinking and the market is ready for a little twist—bringing an element of surprise and wonder. We like to speak to the imagination of children and embrace play. How did you know your brand was ready to be translated into these new markets? M.B.: I think the brand has matured and Uli has strived to bring freshness and relevance to the market all these years. We built a strong brand and brand following. We’re seeing value and our partners are seeing value from the pillars of the brand. I think all of Zutano’s core elements translate well to other markets when we have good partners. We know the specialty children’s retail market well, and now it’s a really great time to bring new product to market. It’s been a wonderful way to extend brand reach and help new customers gain the knowledge and develop curiosity about the brand. Uli, how have you evolved as a designer over the years? U.B.: Art is like everything else in life. You have to keep practicing to get good at it and I have a lot of practice. I try to stay in touch with my inner child and have fun. I keep at it and embrace change. When do you feel most creative? U.B.: Definitely in the evening . . . late evening. I am such a night owl with my creative work. The mornings are for coffee and e-mails and planning meetings. Always made in the USA! Award-winning collection Immediate delivery Low minimum

Organic baby essentials picked daily & packed with love www.SatsumaDesigns.com

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Have there been any changes to the market that you think have significantly impacted Zutano’s business and the market in general? M.B.: The thing that is really important for our market is the advent of social media and the Internet, and this is a really strong part of the future of the specialty children’s market because when you sit and type things into Google, you type in things you are obsessed with and are on your mind. There is nothing we are more obsessed with than our babies—people love to go online and share that excitement. It’s perfect for the children’s market. We love this opportunity to speak directly to the end consumer and get feedback. We developed a strong community around [Zutano’s] Facebook page. A specialty company like Zutano or a specialty store has a great opportunity here that should not be ignored. Years ago, it would have been impossible to connect with your audience on such a personal level. Your customers have the ability to help you go viral and you can get feedback instantly that you couldn’t have done before without conducting a study or focus group. This change has been challenging and exciting, as we all have to rethink ways to connect. How are you harnessing this opportunity? M.B.: In the coming year, we are putting more focus on our new web platform for the brand that will have a lot more tools and make the brand experience better. Our line is vast with a lot of color and prints and there are a lot of different ways people can navigate. We’re all learning and it’s one step at a time with the web and we have to continually adapt. You’re never there. It’s important that you continually evolve.

4/15/13 4:21 PM

We are also working on the Zutano B-2-B to give that dynamic shopping and brandability to our retailers so they will have better access and understanding of the brand. We’d love to get to the point to allow our wholesale accounts to have access to our live inventory and have the ability to get things as they need them. We love when people buy the season before but we also have two of our own retail stores as well (our company store in Vermont and a store-withinstore in FAO Schwarz) and we know you start a season not really knowing what will be selling and it would be great to have the ability to restock and change course to maximize your season. We’re definitely a company that ships 12 months throughout the year and we love having the product on the shelf and keeping it going. Zutano is a major player in the U.S. children’s market—what about internationally? M.B.: For many, many years we’ve had a strong following in Asia particularly—a strong brand recognition in Japan and Korea. They say there’s Zutano mania in Korea when the boxes come in. I’m always fascinated with the Japanese market. Especially with the way that the public in Japan is so open to trends and is able to reinterpret them for their own market. It’s about their global openness and clear design vision and aesthetic. We do also have great accounts in Europe, but the European market is much more traditional, and often there’s not as much global curiosity. In Asia there’s more openness and curiosity about the rest of the world. What do you think has given Zutano such staying power? U.B.: It’s the lifestyle that sets Zutano apart from everything else out there: from our location in the green hills of Vermont and the babies that come with the moms to the office and the farmers’ market that is held at the office weekly in the summer, to the Skype conferences and intense planning and merchandising meetings. Zutano has obviously grown much bigger and is recognized worldwide for its unique sense of color and whimsy, but from the beginning, I always thought of Zutano as a lifestyle brand. As the brand has grown, especially into home products and nursery, it has been a natural and fitting transition for us. Our vibrant colors and inspired prints are ideal for cribs and other nursery pieces. I think the soul and energy of Zutano have captured the attention of new mothers. Today’s young families are searching for modern looks that capture the sophistication and unique qualities of their personal style. Zutano goes so far beyond the heirloom looks of the past. It represents a continual rebirth of fresh, modern design. What about your business are you most proud of? M.B.: I think Zutano has had an important role in changing the baby business in the U.S. When we started in 1988 it was a really different market and I am really proud to see the influence that the brand has had on the market and on the way we think of dressing babies. U.B.: I’m also proud of every aspect of the business that we have created over the last 24 years. Seeing Zutano expand and mature has been like watching the stages of a growing child—you take the good with the bad and wouldn’t trade any of it for the world. It has been an indescribable learning experience. I am also continually proud of the product we create. We are always adjusting, refining and reworking our designs and our strategies in order to improve the product and the process. All the while Zutano has been accumulating a fan base of happy babies and happy parents that finally feel like they’ve found, in Zutano, a reflection of their personality and originality that they YekbZdÊj \_dZ Wdom^[h[ [bi[$ ? `kij bel[ j^Wj$

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4/15/13 4:21 PM

ROYALLY APPOINTED

THE DUKE AND DUCHESS OF CAMBRIDGE’S FIRST BABY IS SET TO BE THE JEWEL IN THE INFANT AND TODDLER INDUSTRY’S CROWN. BY ANGELA VELASQUEZ

Magnificent Baby 38 ;7HDI>7MI$9EC 7FH?B%C7O (&')

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4/16/13 1:52 PM

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OU COULD SAY the start of the celebrity baby craze began on June ((" '/.(" m^[d Fh_dY[ 9^Whb[i WdZ Fh_dY[ii :_WdW" Zh[ii[Z _d Wd e^#ie [_]^j_[i febaW Zej cWj[hd_jo Zh[ii" ij[ff[Z ekj e\ Ij$ CWhoÊi >eif_jWb _d FWZZ_d]jed" BedZed" m_j^ XWXo M_bb_Wc _d jem$ J^[ Y^[[h# _d] YhemZ e\ m[bb#m_i^[hi WdZ j^[ pack of international photographers YWcf[Z ekji_Z[" dej je c[dj_ed j^[ *'#]kd iWbkj[ ekj e\ j^[ Jem[h e\ BedZed" m[h[ edbo j^[ Óhij ^_dji e\ j^[ \Wd\Wh[ j^[ heoWb jej mekbZ ^[hWbZ _d$ J^_i ikcc[h j^[ mehbZÊi _d\Wjk# Wj_ed m_j^ XWX_[i WdZ j^[ 8h_j_i^ HeoWb <Wc_bo m_bb X[ h[l_l[Z Xo W d[m generation of royal watchers when j^[ :ka[ WdZ :kY^[ii e\ 9WcXh_Z][ m[bYec[ j^[_h ^[_h Wj j^Wj l[ho iWc[ ^eif_jWbÆWdZ BedZed" j^[ mehbZ WdZ j^[ XWXo _dZkijho m_bb X[ h[WZo$ <hec 8h_j_i^ Xeea_[i jWa_d] X[ji ed j^[ XWXoÊi dWc[ BWZXhea[i _i e\\[h_d] . je ' eZZi j^Wj _\ _j _i W ]_hb j^[ jej m_bb X[ dWc[Z W\j[h ^[h =hWc" ;b_pWX[j^ WdZ W cW]Wp_d[ Yh[Wj_d] W \WdjWio h[]_ijhoÆJ_\\Wdo 9e$Êi -+* i_bl[h XWXo i[ji" W CWh_[# 9^WdjWb j[W j_c[#j^[c[Z X_X WdZ KbkXkbkÊi Z_WcedZ fWY_Ó[h cWZ[ j^[ [nYbki_l[ YkjÆje W >WhlWhZ#C?J ][d[j_Yi ]hWZkWj[ ijkZ[dj Yed`kh_d] kf m^Wj AWj[ WdZ M_bbÊi e\\ifh_d] cWo beea b_a[" j^[ XWXo _i Wbh[WZo ij_hh_d] kf Wd [Yb[Yj_Y c_n e\ ^[WZb_d[i$ 7dZ Wi Z[i_]d[h HWY^[b H_b[o fkji _j" dem _i W l[ho ]eeZ j_c[ je X[ 8h_j_i^$ Ie ]eeZ j^Wj H_b[o iWoi ^[h YekdjhoÊi fei_j_l[ Wjj_jkZ[ ^Wi ifWha[Z W XWXo Xeec m_j^ j^[ dkcX[h e\ fh[]dWdY_[i kf Xo )& f[hY[dj$ J^[ X_hj^ e\ j^[ HeoWb 8WXo m_bb YWf e\\ W j^h[[#o[Wh bed] dWj_edWb Y[b[XhWj_ed j^Wj X[]Wd m_j^ j^[ m[ZZ_d] e\ fWh[dji#je#X[ _d 7fh_b (&''" YWhh_[Z _dje (&'( m_j^ Gk[[d ;b_pWX[j^Êi ,&j^ :_WcedZ @kX_b[[ WdZ h[WY^[Z \[l[h f_jY^ m_j^ j^[ Ikcc[h Ebocf_Yi _d BedZed$ H_b[o [l[d WZc_ji je j_Zo_d] kf ^[h ^ec[ ed j^[ J^Wc[i je fh[fWh[ \eh j^[ Gk[[dÊi @kX_b[[ Ôej_bbW je fWii Xo$ Ç?jÊi dej b_a[ i^[ mWi ]e_d] je ijef _d" Xkj ? \[bj b_a[ ? ^WZ je ifhkY[ kf j^[ fbWY["È H_b[o bWk]^i$ ÇJ^[h[Êi X[[d W l[ho fWjh_ej_Y \[[b_d] _d 8h_jW_d"È iWoi C_c_ >kXXWhZ" Z_h[Yjeh e\ j^[ 8h_j_i^ i^eff_d] WZl_Y[ i_j[ 9eeb Ckc >kdj_d]$ I^[ dej[i j^Wj Xki_d[ii[i Yed# jh_Xkj[Z je j^[ \[ij_l[ Wjceif^[h[ m_j^ b_c_j[Z#[Z_j_ed fheZkYji" Yebb[Yj_edi WdZ 8h_j_i^#j^[c[Z fhecej_edi WdZ m_dZem Z_ifbWoi je cWha j^[ eYYWi_edi$ Ç;l[hoed[ ]ej X[^_dZ j^[i[ Y[b[XhWj_edi WdZ [l[ho XhWdZ ^WZ iec[j^_d] je e\\[h"È >kXXWhZ h[fehji$ ÇM[ ^WZ ]h[Wj \kd m_j^ j^[ HeoWb M[ZZ_d]"È h[YWbbi 7b[n J^[ef^Wdeki" \ekdZ[h WdZ 9;E e\ 7b[nWdZ7b[nW$ J^[ edb_d[ h[jW_b[h ijW][Z W HeoWb 9ekfb[#j^[c[Z f^eje i^eej _d j^[ ijob[ e\ M_bb_Wc WdZ AWj[ m_j^ jme oekd] ceZ[bi W]W_dij W XWYaZhef e\ W heoWb fWbWY[$ J^[ c_d_ beea#W#b_a[i meh[ ^[h_jW][ 8h_j_i^ XhWdZi _dYbkZ_d] 8khX[hho WdZ >kdj[h M[bb_d]jed Xeeji$ I[b\h_Z][i ed En\ehZ Ijh[[j Z_i^[Z ekj Y[b[XhWjeho ib_Y[i e\ m[ZZ_d] YWa[ je Ykijec[hi ed M_bb WdZ AWj[Êi X_] ZWo$ B_X[hjo BedZed dWc[Z _ji (&'( YbWii e\ i_]dW# jkh[ fh_dji j^[ @kX_b[[ 9ebb[Yj_ed$ I^eff[hi Wj bknkho Z[fWhjc[dj ijeh[ >Whl[o D_Y^ebi ]ej W jWij[ e\ j^[

'/+&i m_j^ m_dZem Z_ifbWoi ceZ[b[Z W\j[h j^ei[ \hec j^[ iWc[ [hW e\ j^[ Gk[[dÊi YehedWj_edÆWdZ WYheii j^[ ijh[[j Wj >WhheZi" j^[ ijWdZWhZ X[Wh[h e\ 8h_j_i^ h[jW_b" HWY^[b H_b[oÊi Yh[Wj_l[ [o[ mWi [db_ij[Z je Z[YehWj[ j^[ [djhWdY[ e\ j^[ ijeh[Êi Y^_bZh[dÊi h[ijWkhWdj \eh j^[ @k# X_b[[ WdZ j^[ Ebocf_Yi$ ÇM[ ^WZ je ]e _d W\j[h j^[ ijeh[ Ybei[Z Wj / f$c$ WdZ X[ ekj j^[ d[nj cehd_d] Xo .$ ?j mWi Wbb l[ho \W_ho#b_a["È j^[ Z[i_]d[h iWoi e\ ^[h >WhheZi [nf[h_[dY[$ Kf d[nj \eh H_b[o WdZ >WhheZi5 7 Y^_bZh[dÊi Ôeeh Z_ifbWo je cWha j^[ Whh_lWb e\ j^[ HeoWb 8WXo$ ;nf[Yj je i[[ fb[djo ceh[ HeoWb 8WXo#Y[djh_Y _j[ci" b_a[ j^[ fh_dY[ WdZ fh_dY[ii fWf[h fbWj[i HW]]i HWjjb[i Xbe] [Z_jeh Dd[aW ?a[#Fh_dY[ h[fehji j^[ C_ZZb[jed ]hWdZfWh[dji#je#X[ Yedjhel[hi_Wbbo jekj_d] ed j^[_h fWhjo ikffbo m[Xi_j[ je j^[ if[Y_Wbjo YkfYWa[i WdZ h[meha[Z ÇA[[f YWbc WdZ YWhho edÈ XWXo fheZkYji >kX# XWhZ _i Wdj_Y_fWj_d]$ Ç7i ieed Wi j^[ X_hj^ WdZ i[n e\ j^[ XWXo _i WddekdY[Z" ? j^_da j^[ [nY_j[c[dj m_bb hWcf kf [l[d ceh[" Xkj XWXo WdZ a_Z XhWdZi Wh[ Wbh[WZo ][jj_d] _dje _j m_j^ Yhemd fh_dji WdZ 8ehd je X[ Gk[[d X_Xi"È >kXXWhZ iWoi$ H_b[o W]h[[i0 Ç?\ j^[h[ mWi [l[h W j_c[ m^[d XWXo Ybej^[i m_bb X[ jh[dZi[jj_d] _j m_bb X[ dem$ 9^_bZh[dim[Wh _i e\j[d dej Yedi_Z[h[Z Wi \Wi^_edWXb[ je jWba WXekj Wi ckY^ Wi mec[dÊi WdZ c[dÊi Xkj ? j^_da j^Wj _i WXekj je Y^Wd][$È @kij Wi j^[ HeoWb M[ZZ_d] i^ed[ W ifejb_]^j ed 8h_j# _i^ m[ZZ_d] Z[i_]d[hi ikY^ Wi IWhW^ 8khjed WdZ @[ddo FWYa^Wc" _ji Y^_bZh[dÊi _dZkijho ^ef[i \eh i_c_bWh Xkpp$ Ç7i ieed Wi m[ ^[WhZ j^[ WddekdY[c[dj m[ j^ek]^j" ÉJ^_i _i ]e_d] je X[ ie ckY^ \kd"ÊÈ H_b[o h[YWbbi$ Ademd \eh l_djW][ fh_dji WdZ YbWii_Y 8h_j_i^ ijob[" WdZ ^Wl_d] Wbh[WZo ]W_d[Z W heoWb \ebbem_d] Gk[[d ;b_pWX[j^Êi ]hWdZZWk]^j[h meh[ W HWY^[b H_b[o ÔW] fh_dj \heYa \eh j^[ Ôej_bbW " j^[ Z[i_]d[h Yh[Wj[Z j^[ >[h_jW][ 9eb# b[Yj_ed _dif_h[Z Xo 8h_jW_dÊi h[]Wb ^_ijeho$ J^[ if[Y_Wb Yebb[Yj_ed ifWdi dWlo WdZ m^_j[ kd_i[n XWXo XeZoik_ji" XbWda[ji WdZ X_Xi m_j^ ijeha WdZ fhWc fh_dji" jhWZ_# j_edWb hecf[hi m_j^ Yhemd [cXhe_Z[ho WdZ fh_dY[ WdZ fh_dY[ii#j^[c[Z \eej[Z ed[#f_[Y[i$ <eh ebZ[h a_Zi" H_b[o ^WZ \kd h[Yh[Wj_d] Fh_dY[ M_bb_WcÊi iYWhb[j ?h_i^ =kWhZi kd_\ehc ^[ meh[ \eh ^_i m[ZZ_d] WdZ W m^_j[ WdZ \hej^o XWbb Zh[ii _dif_h[Z Xo j^[ :kY^[ii e\ 9WcXh_Z][" Yec# fb[j[ m_j^ W cWjY^_d] ]kWhZ j[ZZo WdZ fh_dY[ii Zebb$ Kdb_a[ j^[ h[ij e\ j^[ <Wbb Ê') b_d[" m^_Y^ m_bb X[]_d je i^_f _d 7k]kij" j^[ >[h_jW][ 9ebb[Yj_ed _i i[j je ^_j ijeh[i _d @kboÆ`kij _d j_c[ \eh Yed]hWjkbWjeho m_dZem Zh[ii_d]i$ 8kj ][jj_d] j^[ Yebb[Y# j_ed Yecfb[j[Z _d j_c[ \eh 8kXXb[ BedZed _d CWhY^ mWi de [Wio jWia$ ÇM[ cel[Z ^[Wl[d WdZ [Whj^ _d \ekh m[[ai je Ód_i^ j^[ Yebb[Yj_ed"È H_b[o h[YWbbi$ J^[ Yebb[Yj_ed mWi kdl[_b[Z ed j^[ Óhij ZWo e\ j^[ i^em$ Ç? j^_da Xko[hi m[h[ _d Wm[" Wi m[ m[h[ ekhi[bl[i" j^Wj m[ m[h[ WXb[ je ][j iec[j^_d] ie h[b[lWdj Yecfb[j[Z _d j_c[ \eh j^[ i^em"È H_b[o iWoi$ ;nY_j[c[dj \eh j^[ HeoWb 8WXo ^Wi Yheii[Z j^[ 7jbWdj_Y" jee" i[dZ_d] Z[i_]d[hi BWkh[d B[lo WdZ BWmh[dY[ IY^[[h e\ CW]d_ÓY[dj 8WXo _dje W j_ppo je Yecfb[j[ W heoWb#j^[c[Z hWd][ _d j_c[ \eh cWha[j$ 7i B[lo fe_dji ekj" [l[ho [nf[YjWdj fWh[dj _i Wbie [nf[Yj_d] Wd ^[_h$ ÇD[m fWh[dji [l[hom^[h[ Wh[ _d j^[ iWc[ XeWj Wi AWj[ WdZ M_bb_Wc$ Ekh Y^_bZh[d m_bb ]hem kf Wbed]i_Z[ j^[_hi"È i^[ [nfbW_di$ ?jÊi j^Wj f[hiedWb Yedd[Yj_ed" dej je c[dj_ed j^[ ^k][ fej[dj_Wb \eh fkXb_Y_jo WdZ B[loÊi emd bel[ \eh j^[

The Duchess of Cambridge

Rachel Riley

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Royal Family that sealed the company’s decision to create the “An Heir is Born” collection as soon as the Palace announced the baby news in December. The limited edition line of one-pieces, bibs and blankets features a unisex print comprised of crowns, shields, prams and bottles rested on regal pillows in colors that Levy describes as “British-centric hues in a European palette,” with some items embellished with gold foil and embroidery. Levy says the retailers who will benefit from the Royal Baby buzz are the ones that saw how the Royal Wedding impacted the wedding industry and acted quickly. Existing Magnificent Baby accounts jumped on the idea, she reports. “They saw the potential immediately and as it comes closer to Kate’s due date, everyone else is going to start realizing it, but it will be too late,” Levy explains. “If people don’t think it will matter, they’re not seeing the scope of Kate’s influence.” “If you can imagine how much hype has surrounded the Beckham children, just wait until the Royal Baby is born,” Hubbard offers. She says the public is behind the Royal Family more than ever and much of the adoration is owed to William and Kate’s love story. “It’s so relatable—they met in college, broke up, got back together, had a beautiful wedding. It’s a story that people worldwide have been following from the start,” she explains. Hubbard expects British retailers and brands to vie for royal attention and predicts Kate to shop from a mix of fine children’s boutiques in London’s Chelsea district, high street stores like Mothercare, as well as department stores with a Royal Appointment such as Selfridges. “She’s a high street girl, an advocate for high street shopping and British designers,” Hubbard says. Ike-Prince agrees: “Kate is a style ambassador for Britain and the baby will be too. London’s fashion is fun and creative. I think we’ll see a combination of trendy and traditional styles done in a modern way, especially since she’s embraced that way of shopping for herself.” With affordable stores like Topshop and Jigsaw as some of the Duchess’ favorite places to shop, Hubbard says don’t expect the baby to be seen wearing Baby Dior or Gucci. “I imagine that if she shops for upmarket labels it will be brands like Rachel Riley, Marie-Chantal and Bonpoint,” she suggests. That’s music to Riley’s ears because she believes the Royal Family has a good tradition for supporting British companies. Just as the public was swayed by the late Princess Diana’s choice of everything from baby names and schools, down to the type of snowsuits she dressed William and Harry in, the designer says Kate and her heir will influence an entire generation of children. However, if the baby is a boy she believes people will be reflective and nostalgic. “Everyone loved Diana and people will look back to that time to see how she dressed her boys,” she says. If the baby is a girl, Riley says expect even more excitement because the 300-year-old principle of male primogeniture rule will officially come to an end. Last year the British government introduced the succession to the Crown Bill, meaning that regardless if William and Kate’s baby is a girl or boy, it will succeed to the throne—and consequently knock Prince Harry to fourth in line. “Lots of people would like for the baby to be a girl because it would change the course of history,” Riley adds. And history may be the single factor distinguishing this well-known baby from all other celebrity babies. The wedding, the Jubilee and the Olympics brought everyone together, but now Hubbard says it is the younger royals’ time and opportunity to keep the momentum going. “Kate has taken on Diana’s role beautifully, working with children and William is perceived to be down-to-earth. They’re really similar to other young modern couples, except they are also the people’s prince and princess,” she explains. As such, their baby will become a figure in history—and will need a wardrobe to match—and is why Hubbard laughs, “If you want trendy and funky children’s fashion, you’ll have je mW_j \eh >Whho je ^Wl[ W XWXo$È

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plush friends

burp cloths

plush books

made under license by ÂŽ

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swaddle blankets

Š 2013 Carter’s, Inc. All rights reserved. CARTER’S is a trademark owned by a subsidiary of Carter’s, Inc.

gifting made simple

4/16/13 12:39:36 PM

MORE THAN MACHU PICCHU PERU’S COTTON EXPORTS ARE ON THE RISE AS PARENTS BECOME MORE AWARE OF THE IMPACT OF CHEMICAL PROCESSING ON CHILDREN’S SKIN. BY LYNDSAY MCGREGOR

NOWADAYS IN FASHION popular buzzwords like “organic” and “eco-friendly” get bandied around a lot. Which is a good thing, except that more often than not they don’t tell you anything specific about your clothes. What’s the difference between a brand that’s actually helping to make the planet a better place and one that’s just riding the eco bandwagon with a less-thanwell intentioned “organic” label? Despite cotton’s image as being a natural and pure fiber, conventional cotton farming accounts \eh ($, X_bb_ed mehj^ e\ f[ij_Y_Z[i" cWa_d] _j the most pesticide-intensive crop grown on j^[ fbWd[j$ ?d An Insider’s Guide to: Cotton & Sustainability, Simon Ferrigno explains j^Wj _d ?dZ_W kf je /& f[hY[dj e\ j^[ Yejjed crop is genetically modified to be resistant to Y[hjW_d f[iji$ ?d 9^_dW WdZ j^[ K$I$ _j _i Wbie genetically modified. Conventional cotton fabrics can also be processed with chlorine bleach, hydrogen peroxide or formaldehyde, to which babies’ and young children’s skin is especially sensitive. While fast-fashion label H&M is the No. ' ki[h e\ eh]Wd_Y Yejjed _d j^[ mehbZ" j^[ vast majority of big name brands tend to blend—using organic alongside non-organic—and consumers are starting to wise up, demanding fabric that’s free from potentially ^Whc\kb jen_di$ ?jÊi de medZ[h F[hkÊi Yejjed" yarn and fabric exports have been increasing Wild

in the past few years, driven by a dynamic textile industry that has also been increasing iWb[i$ F[hk CeZW" j^[ YekdjhoÊi bWh][ij j[nj_b[ and clothing trade fair, attracts upwards of '"&&& _dj[hdWj_edWb Xko[hi [l[ho o[Wh j^_i o[WhÊi i^em jeea fbWY[ 7fh$ '&#'( m^e Wh[ lured by an abundance of artisanal collectives and businesses. Ethical fashion hasn’t ie ckY^ jWa[d heej _d F[hk Wi _j ^Wi d[l[h b[\j$ 7YYehZ_d] je j^[ KI:7 <eh[_]d 7]h_YkbjkhWb I[hl_Y[" F[hkl_Wd WffWh[b [nfehji _d (&'' m[h[ lWbk[Z Wj '$), X_bb_ed" Wd _dYh[Wi[ e\ (- f[hY[dj YecfWh[Z m_j^ j^[ previous year. SOFTER, STRONGER F[hkl_Wd Yejjed _i \Whc[Z j^[ iWc[ mWo Wi _j has for millennia: without chemical fertilizers or synthetic pesticides. The country grows two major varieties of cotton: tan]k_i" W bed] ijWfb[ IB Yejjed ]hemd _d j^[ Y[djhWb YeWij" m^_Y^ WYYekdji \eh WXekj .& f[hY[dj e\ j^[ jejWb Yejjed ]hemd _d F[hk1 WdZ f_cW" Wd [njhW bed] ijWfb[ ;BI ]hemd in the northern region and used for higher quality textiles—the longer the strand, the iceej^[h j^[ Yejjed$ ÇF[efb[ ZedÊj Yec[ _d beea_d] \eh F[hkl_Wd Yejjed" Xkj m^[d j^[o see the item and when they touch it, they can feel the difference,” says Simone Oettinger, emd[h e\ Y^_bZh[dÊi Xekj_gk[ CWoW FWfWoW Jedo CWYWhedo _d ;lWdijed" ?B" m^e YWhh_[i

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Honeyami

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j^[ f_cW _i ad_j je @Wnnm[WhÊi if[Y_ÓYWj_edi$ Ç<eh dWjkhWbbo eYYkhh_d] Yejjed je X[ j^_i ie\j" ^Wl_d] j^_i X[Wkj_\kb m[_]^j WdZ dWjkhWb ijh[jY^ je _j" ? YWdÊj ][j j^Wj Wdom^[h[ [bi["È iWoi H[X[YYW BWpWhe\\" \ekdZ[h WdZ Z[i_]d[h e\ 8[bb[ 8[Wdp[h$ Ç? ZedÊj ^Wl[ je ki[ boYhW eh [bWij_Y eh ijh[jY^_d] iodj^[j_Y \WXh_YiÆ j^Wj YWd X[ WY^_[l[Z `kij Xo YecX_d] j^[ Yejjed$ ?d Wd _dZkijho j^WjÊi ie fhe#eh]Wd_Y WdZ m^[h[ eh]Wd_Y ^WidÊj X[[d h[Wbbo '&& f[hY[dj eh]Wd_Y" ? adem ?Êc ][jj_d] W dWjkhWb Yejjed m_j^ j^[i[ fhef[hj_[i Wbb Xo _ji[b\$ ? ZedÊj ^Wl[ je Ze Wdoj^_d] je _j$ J^Wj c[Wdi iec[j^_d] je c[$È Ç? j^_da \hec Wd eh]Wd_Y fe_dj e\ l_[m" `kij X[YWki[ e\ j^[ mWo j^[ \Whc_d] _i Zed[ j^[h[" j^[h[Êi W bej ceh[ eh]Wd_Y Yejjed WdZ ? j^_da j^WjÊi fefkbWh \eh XWXo fheZkYji X[YWki[ fWh[dji Wh[ ceh[ m_bb_d] je if[dZ ceh[ ed ded#f[ij_Y_Z[ fheZkYji \eh j^[_h XWX_[i" [l[d ceh[ ie j^Wd j^[oÊh[ m_bb_d] je if[dZ ed j^[ci[bl[i"È iWoi LWd[iiW 8Whjae" fh[i_Z[dj WdZ Yh[Wj_l[ Z_h[Yjeh e\ >ed[oWc_" m^ei[ D[m Oeha#XWi[Z X[ZZ_d] YecfWdo ki[i jWd]k_i Yejjed \eh _ji d[m ^WdZ ad_j h[Y[_l# _d] XbWda[ji$ ÇF[hkl_Wd f_cW Yejjed _i dej edbo ie\j Xkj Wbie ]h[Wj gkWb_jo \eh ckbj_fb[ mWi^[i X[YWki[ _j ^Wi W l[ho bed] j^h[WZ j^Wj cW_djW_di j^[ i^Wf[ e\ j^[ ]Whc[dj \eh cWdo o[Whi"È [nfbW_di FWjh_Y_W =WblWd" emd# [h e\ 9ejjed F[hk C_e" dej_d] j^Wj j^[ Yejjed Wbie ]e[i j^hek]^ Wd Wdj_#f_bb_d] fheY[ii je

Belle & Beanzer

Melopima

(&') 7FH?B%C7O ;7HDI>7MI$9EC 43

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1BUZ *OD 4JODF

Jaxxwear

ensure a smooth finish when the garments are washed and dried. Being the perfect environment in which to grow cotton is not the only reason Peru has seemingly cornered the baby market in recent seasons. The talent and trust must also be there. Elia Gressin, owner and designer of French infant and toddler brand Melopima, says: “You have to find someone that you can trust and who does a very good job. You must be very involved and know you won’t see children working there. That’s very important for my clients and also for me.� Argentinian fashion designer Carolina Kleinman of Carolina K agrees. “It’s so important to work in a Fair Trade place with well paid factories. Nowadays you have to be very careful about where you produce and make sure people are treated with respect and well paid for their work,� she says. “Outside of the U.S., Peru is home to manufacturers that are considered to be first in class in the global market. This reputation has also resulted in a higher consumer value placed on items of Peruvian origin when compared with other sources like Asia. This higher perceived value trickles down and is amplified within the infant apparel market because there is a lower risk tolerance for new mothers who want to clothe their babies in high-quality garments made in places with stringent product safety regulations,� says Derrick Veillon, president of Paty Inc., which manufactures its Beginnings by Paty line in Peru. For Bartko, who also manufactures in Europe, the Peru-U.S. Free Trade Agreement (signed in 2006) is a big bonus. “My woven bedding is made in Portugal so I pay high duty to import that product into the U.S. I also have to transfer my money into euro and that all eats into my margin. In Peru there’s a Free Trade Agreement and I can pay in U.S. dollars,� she says, adding, “And because it’s a smaller country with smaller farms, it’s enabled me to offer smaller minimum orders. When I went and asked for quotes from China they wanted very large orders, where in Peru you’re supporting a family-owned farm and familyowned factory.� MORE TO DO But be aware, it’s not all roses in the garden. “You have to make sure that the factories that you’re working with are compliant with the U.S. children’s laws and that they have experience in exporting. You’ll

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find, as anywhere, these little mom-and-pops but if they’ve never really exported it becomes a huge issue,” Parlante says, and Veillon echoes this. “As with any foreign source, you must be cognizant of the cultural differences between the organizations and how it will affect the flow of business,” he says. High prices are another downside. “Anybody that’s making something out of pima cotton is paying twice as much as they would if they worked with regular cotton,” Jaffe says, though she’s quick to add, “It’s about the quality. These factories are craftspeople and they are able to do specialized handwork on these small garments that in other countries would be done by machine.”

Re-ordering, unfortunately, is a pie in the sky—Peru production is small scale and requires a longer lead-time than most suppliers. “For us, we’re cut to order. Once we put an order in for the season, we can’t re-order it because it would take too long for them to make the fabrics. Anybody going into Peru should be prepared to work very far ahead of time. That’s not a bad thing. When you work slowly you get good quality but in this business sometimes people need things at the drop of a hat and it can be shocking to see just how slowly they work down there,” she says. Lazaroff compensates for this by buying fabric up front so she can manufacture re-orders domestically. “The quality, feel and comfort of pima is unique. As far as the certified organic resources that may be available now, I believe that in time Klever Kids there will be more to choose from. Manufacturers and mills will need to cater to the consumers who demand the organic element in their baby’s clothes,” says Francesco Sammaritano, an assistant professor at Parsons New School for Design. Gressin justifies any timing issues by being realistic. “We have to give them time. I can’t say to someone, ‘OK, I need this in a month.’ We have to produce in advance. If we do things like that it’s not a problem,” she says. “I receive lots of requests from manufacturers in India and China telling me they can make the clothes but I don’t want that. Yes, I pay more, it’s more expensive than making in China or India, but I say I prefer to get less income for me and to give more quality to the Yb_[dji$ ? adem j^[ Yb_[dji m_bb i[[ j^[ Z_\\[h[dY[$È

Our new Dala Mid-H"l Line for T"# and Adults, in a variety of colors, with a 2.5 inch h"l!

www.capeclogs.com

Our new sky cobalt blue patent leather for children!

New! Twinkle Twinkle with soft leather !per.

Polka dot varieties, and mode$ pink metaic!

Be healthy, be joyful, and start with your shoes. For wholesale information, please contact us: ph: 1-800-380-5977 em: info@capeclogs.com web: www.capeclogs.com

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STYLING BY MICHEL ONOFRIO Le Toit de la Lune cardigan, Lucky Fish T-shirt.

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Mini Noch Organic hoodie, Oeuf cardigan, Andy & Evan pants, vintage socks and boots. Opposite page, left to right: Oeuf sweater, Zaikamoya leggings; Suoak hooded sweater, Oeuf pants; sweater by Oeuf, Lucky Jade leggings. All shoes by Minnetonka and handknit vintage socks.

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Little Paul & Joe sweatshirt and shorts, Nui leggings, Marili Jean hat, Minnetonka shoes; Mini & Maximus pants and blanket as cape, Emile et Ida shirt, Minnetonka shoes, TicTacToe socks. Opposite page: Il Gufo pants and sweater worn over KicKee Pants one-piece, Zuzii hat, Band of Bunnies shoes.

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From left to right: Siaomimi Play blazer with tail, Lucky Fish T-shirt, Noro railroad stripe pants, Band of Bunnies socks; Amelia sweater, Lucky Fish T-shirt, Emile et Ida sweatpants, Band of Bunnies socks; Lucky Fish T-shirt, Noro pants with suspenders, Mini a Ture hat, socks by TicTacToe; Hang Ten sweater, wool pants by Il Gufo, handmade vintage socks; Mini a Ture sweater, Lucky Fish T-shirt, Fore!! Axel & Hudson plaid pants, Band of Bunnies socks.

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Corduroy jumpsuit by Suoak, vintage fur hat and handmade socks, Minnetonka shoes.

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Curio & Kind faux fur vest, La Miniatura dress, Emile et Ida tights, Minnetonka shoes; Zaikamoya jacket, Zutano zebra T-shirt, striped Oeuf arm warmers, Andy & Evan pants, Band of Bunnies shoes. Opposite page, left to right: Antik Batik faux fur vest, Zaikamoya sweater, Oeuf knit pants, Minnetonka shoes; Oeuf sweater, Little Paul & Joe shorts, Emile et Ida tights, Band of Bunnies socks, Minnetonka shoes; sweater and blouse by Amelia, pants by Lucky Jade, vintage Fair Isle booties. Style director: Michel Onofrio Hair and Makeup: Yuko Mizuno at Rona Represents 56

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M ARKETPLACE

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earnie awards

! For 36 years, Earnshaw’s has recognized outstanding companies

with the prestigious Earnie Award. Nominated and voted upon by industry leaders, Earnie Awards denote the retail community’s seal of approval in areas like design, quality and overall excellence. Until June 30, we will be taking nominations for top companies in 20 different categories on www.earnieawards.com. Let the nominations begin.

VOTING CATEGORIES Best Denim Best Licensed Apparel Best Hosiery Best Footwear Best Accessories & Jewelry

Best Special Occasion Wear

Best New Company (1-3 years)

Best Infants’ Collection

Best Community Outreach

Best Girls’ Collection Best Boys’ Collection Best Tween Collection Best Gift Item

Best International Collection Best Made-In-the-USA Collection

Best Swim Collection Best Outerwear Collection Best Brand Rep “It” Item of the Year Company of the Year

Nominations begin May 1, 2013, at 11:59 p.m. EST and end on June 30, 2013, at 11:59 p.m. EST. Go to www.earnieawards.com to cast your vote.

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REMIX

STYLIST: JACE AGE: 2 HOMETOWN: BROOKLYN, N.Y.

2

3

4

AS THE SON of shoemakers, our stylist Jace put his best foot fashionably forward selecting a mix of cool downtown, hipster tees and denim. The colorful looks were complemented by his impressive shoe collection, which is about to multiply massively. Mom and dad Olga and Jay Artola are in the developmental stage of Artola Kids, a collection of U.S.-made footwear launching in Spring 2014. As the weartester (he’s sample size), Jace has laid claim to classic white lace-ups and yellow penny loafers modeled after a pair of his dad’s from the Artola men’s line. Yellow and lime green are his favorite colors to wear. The Artola family is also growing. Jace became a big brother in March to sister Emory. Siblinghood is still a new concept to him, but he calls her “my baby” and enjoys blowing her kisses and counting her fingers and toes. And like a true older sibling, Jace likes to laugh at how tiny they are. —Angela Velasquez

1. T-shirt by Pluto, leopard print jeans by Bit’z Kids, lace up shoes by Artola Kids. 2. Shark T-shirt and shorts by Kapital K, TicTacToe striped socks, Neon Eaters sneakers. 3. Imagine GreenWear hooded wolf thermal, jeans by Kenneth Cole, stylist’s own boots bought in Ukraine. 4. Big bro shirt by Pluto, Kenneth Cole jeans, shoes by Neon Eaters.

PHOTOGRAPHY BY McCANDLISS AND CAMPBELL

1

60 ;7HDI>7MI$9EC 7FH?B%C7O (&')

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WHY HOTSLINGS • Guaranteed to outsell any competitors brand or we’ll buy your stock back! • Easily adjustable; multiple carrying positions! • Super lightweight and compact! • Quick & easy to slip on and off!

PACKAGING • Boxes stand or hang. • Easy sizing instructions allow for a custom fit! • Diaper Pod holds 2 – 4 diapers & travel wipes case.

Visit us at booth #219 at the ABC Show! AVAILABLE IN THESE NEW PRINTS! SILHOUETTE

REFLECTIONS

BARELY SQUARE

LEMON MIST

MOONLIT SKY

GRAHAM CRACKER

PERENNIAL

OVERCAST

BLACK

363 W Industrial Dr | Pleasant Grove, UT 84062 | P: 801.768.9440 | F: 801.753.7366 | sales@hotslings.com | www.hotslings.com EARN_COV3 COV3

4/16/13 12:38:45 PM

®

Little Me

1385 Broadway Suite 1800 NY, NY 10018 212-279-4150 Mark Zelen

www.littleme.com Northeast Bill & Sandie Ellsworth 781-326-3999 Southeast Paul Daubney 404-577-6840 Caribbean/Latin America/ South Florida Rolando & Ana Hidalgo 305-266-8745 West Coast Teresa Stephen & Krystal Crooymans 866-723-KIDS Midwest Richard Finkelstein & Al Zaiff 800-935-0236 Texas/Southwest Annette Cardona-Stein 214-637-4446 International Nathan A. Mamiye 212-216-6008 See us at: The Children’s Club NYC, Aug. 4th – 6th. The Kids Show Bally’s, Las Vegas Aug. 19th – 21st.

EARN_COV4 COV4

4/16/13 12:40:58 PM

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