Earnshaw's | September 2012

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SEPTEMBER 201 2 $5.00

Spring

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www.unitedlegwear.com TO ORDER, PLEASE CONTACT:

sales@unitedlegwear.com or 212-391-4143 EARN_1 1

Clothes unique as your baby.

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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 Sarah Sutphin Broglie 7Zl[hj_i_d] CWdW][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 '&&&) Tel: (646) 278-1550 <Wn0 ,*, (-.#'++) [Z_jeh_Wbh[gk[iji6 /j^h[WZi$Yec Circulation Office (' >_]^bWdZ 9_hYb[ D[[Z^Wc" C7 &(*/* Tel: (800) 964-5150 <Wn0 -.' *+)#/)./ Y_hYkbWj_ed6/j^h[WZi$Yec 9EHFEH7J; /J^h[WZi (,(&( :[jhe_j HeWZ" )&& M[ijbWa[" E> **'*+ Tel: (440) 871-1300 Xen Zapis" 9^W_hcWd Lee Zapis" Fh[i_Z[dj Rich Bongorno" 9<E

SEPT. 2012 FEATURES 22 Prime Time for Cutie Pie Baby 8hej^[hi @WYa WdZ ;b_ O[Z_Z jWba WXekj ]hem_d] j^[_h \Wc_bo#emd[Z YecfWdo Xej^ eh]Wd_YWbbo WdZ j^hek]^ ijhWj[]_Y WYgk_i_j_ed$ 24 Pie in the Sky 9;E WdZ \ekdZ[h e\ CkZ F_[ CWhY_W C_bb[h Z_i^[i WXekj ^em i^[ Ykbj_lWj[Z W icWbb ^ec[]hemd Y[hWc_Yi YecfWdo _dje W ]_\j _dZkijho ikf[hijWh$ 28 Spring Snapshot H[jW_b[hi h[l[Wb j^[_h \Wleh_j[ jh[dZi WdZ m^Wj fheZkYji j^[oÊh[ Óbb_d] j^[_h i^[bl[i m_j^ \eh Ifh_d] Ê')$ 30 Join the Crowd 9kijec[hi jWa[ j^[ Zh_l[hÊi i[Wj _d YecfWd_[i" \hec Y^eei_d] Z[i_]di je \kdZ_d] fheZkYj_ed$

FASHION 34 Apple of My Eye 8WX_[i Xbeiiec ed Wd Wffb[ ehY^WhZ Z[Ya[Z ekj _d Ifh_d] Ê') ijob[i$

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This page, from top: Baby London Victoria one-piece, SnoPea hat, shoes by Mini Melissa; Jumina suit jacket and shorts, Little Giraffe tee, Etiquette socks, Joojos shoes.

Cover: Lucky Wang T-shirt, shorts by Andy & Evan, Fore!! Axel & Hudson hat, Etiquette socks.

Photography by Raphael Buchler.

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 8. The business and fashion magazine of the children’s wear industry is published monthly 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 2012 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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Slice of Life

Fifties Americana takes over infant and toddler fashion for spring.

EDITOR’S LETTER

IT’S A NEW era, that’s for sure. Although springtime fashion harkens the ’50s, an idyllic decade where children frolicked outside with sweet naiveté and mothers were a staple of the homestead, this modern take is manufactured just as female CEOs with babies on the way (like Yahoo’s Marissa Mayer) are taking corner offices.

And this changing view of motherhood and childhood is de rigueur right now in American collective culture. Just last month the Museum of Modern Art debuted their exhibit “Century of the Child: Growing by Design (1900-2000),” which centers on society’s expectations and objectives for childhood as viewed by the “stuff” kids are plied with and considers whether children are better off today.

Addressing the MoMA’s question, it’s hard to say whether things are “better”—follow the news and the question seems exceptionally complicated. On the upside, some folk are actively trying to improve the lot for today’s crop. We shot this month’s fashion story at the Hallock Orchard—a Connecticut apple orchard that looks like a scene out of a child’s summertime daydream. Owned by the DiBenedetto family, the orchard donates its entire apple harvest to a state food bank.

Our infants and toddlers enjoyed a sunny day beneath the apple trees, amidst tractors and wooden barrels, Granny Smiths and McIntoshes, while donning red and white polka dots, blue plaid, workman’s overalls and gingham check that smacked of the simplicity of yesteryear.

The mid-century mom may have been defined by aprons and apple pie, but today’s version balances her professional aspirations with her personal ones, and lines between family, work and home are increasingly fluid. For instance, Marcia Miller, CEO of Mud Pie, built her booming gift company with her husband (who serves as CFO) while raising two children, and notes that the trade-offs and balancing act that mothers face is very much the reality for a growing number of families today. In our Q&A this month, Miller shares Mud Pie’s mile-

stones and its current opportunities for growth.

Weaving together work and family seems to be a recipe for success. Another fast track family company, Cutie Pie Baby, is the subject of our “Behind the Seams” feature this month. The business is finding success with a blend of organic growth and strategic acquisitions. We spoke with brothers Jack and Eli Yedid about what’s in the pipeline for the infant and toddler company that owns Robar, as well as classic American brand Rugged Bear.

In this issue, we also spotlight a diverse group of baby fashion brands—styles for every taste—from hipper than hip Little Trendstar and organic standout Kiwi Industries, to luxe label Baby CZ. We also feature the latest fashionable footwear

by Little Me’s licensee Shalom International. Our featured trends this month range from fun Hawaiian prints to punchy polka dots. In our feature “Spring Snapshot,” we spoke with retailers about standout trends that will hit the shelves, and learned that pops of ’80s neon have caught shop owners’ eyes for spring.

Retailers aren’t the only trendspotters these days.

Customers are getting in on the game in both driving design decisions for children’s fashion brands as well as funding them. In “Join the Crowd” we explore the trends of crowdsourcing and crowdfunding, where inclusivity is replacing exclusivity.

So open your arms to your customer—who morphs from design advisor to investor to back-to-school shopper—and embrace the new reality of retail. It’s complicated for sure, but it’s also a fun ride.

JENNIFER CATTAUI jennifer.cattaui@9threads.com

From left: Rachel Riley gingham top, Noé & Zoë jumpsuit, TicTacToe socks; Jumina shirt, Noé & Zoë jean top, Fore N Birdie jean shorts; Oxanna plaid top, ESP No. 1 pants. Shoes by Joojos and Soludos.

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Fall/Winter 2012 Styles

Available For Order!

Easy Ordering With Our New Retailer Portal: Free shipping on orders of 24 pairs Open stock Orders ship within one business day

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www.pediped.com pedipedâ&#x20AC;&#x2122;s stylish and comfortable footwear ranges from newborn to size EU 36 (US 4.5 youth) and has been awarded the Seal of Acceptance by the American Podiatric Medical Association.

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Andy & Evan took its custom-made dress shirts down to size when it launched the little gentlemen collection, a line of practical and fashionable boys’ clothing in sizes newborn to 7. The Shirtzie™, a tailored button-down one-piece for sizes up to 24 months, anchors the line, which also offers pants, blazers, knits, sweaters, coats, ties and hats. Fit, detail and style reign supreme, making it a must-have for the little gentleman in your life.

Andy & Evan Industries, Inc. 247 West 38th Street, Suite 407 New York, NY 10018 p. (212) 967-7908 f. (646) 736-0506 Questions/Comments: info@andyandevankids. com Wholesale Inquiries: sales@andyandevankids. com

Midwest (IA, IL, IN, MI, MN, OH, WI, NE ND, SD): J B Vogue Valerie Schanes (312) 266-0309 vschanes@gmail.com Southwest (AR, LA, MS, MO, KS, OK, TX, Eastern-NM): VonTour’s Showroom Bob & Patty VonTour (940) 497-3310 vontour@centurytel.net

FIND A REP: East Coast/ International Sales Corporate Sales Office (212) 967-7908 X 6572 sales@andyandevankids. com

West Coast/Central (CA, AZ, NV, OR, WA, ID, MT, UT, CO, Western- NM, AK, HI): Rochelle Sasson Perlman Rochelle Perlman (213) 489-7164 ro4kids@sbcglobal.net

Southeast (NC, SC, GA, AL, FL, TN, KY, VA): The Coffs Robin Ramirez (800) 580-5437 thecoffs@sbcglobal.net

New England (MA, NH, VT, RI, ME, CT): David & Co David Alterwitz (781) 407-0001 dalterwitz@gmail.com

Canadian Sales: Dogree Stephanie Tock 514.381.8808 x 106 stock@dogree.com Australian Sales: Fashion Deli Dana Boguslavsky ABN 25 048 147 449 460 Toorak Road Toorak. Victoria Australia 3142 +61 3 9827 7752 +61 (0)403054995 European Sales: DBL Collections Deborah Linger +32 490 399 788 info@dblcollections.com

Upcoming Trade Shows: ABC Kids Expo (Louisville, KY): October 14th-17th ENK Children’s Club (NYC, N.Y.): October 2012 Follow us on facebook/twitter: andyandevankids

talking points

K.I.D.S. Collaborates with Global Design Concepts

ON AUGUST 7, the non-profit Kids in Distressed Situations (K.I.D.S.) announced its partnership with Global Design Concepts (GDC) for the 2013 Back-to-School campaign.

During prime back-to-school shopping time, the sales of all GDC backpacks will benefit K.I.D.S. with a possibility of reaching a total donation of $50,000 to the charity. For every dollar given, the non-profit will supply children experiencing poverty or tragedy with 10 times that amount of brand-new essentials, which includes footwear, apparel and other children’s products. “We want everyone to spread the word and make sure that on your back-to-school shopping trip, K.I.D.S. is shopping with you,” says Interim President of K.I.D.S. David Coleman. “When you buy your child a backpack to start school in 2013, look for the K.I.D.S. hangtag and your purchase will help start something much greater for a child in need.”

This campaign marks the start of an important partnership for K.I.D.S. with GDC, a leader in the kids and adult accessory industry. “Children are the backbone of GDC and I couldn’t think of a better charity to partner with to help support kids in need than K.I.D.S.,” says Dan Sabbah, president and CEO of GDC. According to the charity, more than 65 percent of children under 18 currently live in a low-income or povertystricken family situation.—Maria Bouselli

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UNIQLO KIDS AROUND THIS MONTH, JAPANESE mega-brand Uniqlo will launch its first full range of baby and children’s apparel in the United States. The sized-down addition of some of its most iconic adult offerings—including ultra-lightweight down outerwear and self-warming Heattech apparel—is part of the company’s U.S.-expansion plan which includes two recently opened stores in Manhattan, a pop-up shop in San Francisco, a New Jersey store set to open in the fall and a soon-to-be launched e-commerce site.

The initial line will encompass boys’ and girls’ versions of flannels, regular- and skinny-fit denim, hoodies, cardigans and outerwear—complete with hook loops and interior name labels so kids can easily identify their jackets in the classroom— and more. “As a brand we strive to make lives better by incorporating technology and focus on perfecting items. For kids, we really considered their lifestyles,” U.S. CEO Shin Odake explains, naming adjustable waistbands and specially sewn pockets

that can withstand wear and tear as some of the kid-friendly traits found throughout the line. Colors, cuts and patterns will be the same as those offered in Uniqlo’s other international stores, but Odake adds that the line may be tweaked in the future to suit the States’ exact needs and tastes.

Having established itself in New York City’s SoHo district in 2006 as a hub for Manhattanites seeking simple yet stylish and affordable clothing, the CEO says kids’ wear was a natural next step.

“We’ve had so many moms and dads who have traveled overseas and visited our stores that carry the kids’ line come back and say they wish they could buy it in the U.S.,” he explains. And with retail prices ranging from $5.90 to $99.90, thanks in part to the company’s ability to design, manufacture and sell beneath one umbrella, Odake believes parents will be eager to scoop up the threads. As he puts it, “Kids are going to be happy to wear it and parents are going to be happy to buy it.” —Angela Velasquez

Congratulations to Elegant Baby, celebrating its 45th anniversary!

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dallasmarketcenter.com | 214.744.7444

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talking points

SIGN ME UP! WHEN JESSICA KIM of BabbaCo, a Chicago, IL-based startup that creates and sells educational products for children, noticed that her first customers were still posting on the company’s Facebook page—even though some of them no longer had kids in need of its products—she wondered how she could harness that interaction and turn it into revenue. Thus, BabbaBox was born. For $29.99 per month, parents get a box

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of fun compiled by a panel of experts to share with their kids. Contents (for ages 3 to 6) include themed craft projects, books, nature activities, free digital downloads and even a little trinket for mom or dad.

“We make it easier for parents to engage with their kids in the way they always want to, plus the assurance that [the box] comes from educators,” Kim says. More importantly, it keeps customers coming back.

That’s the beauty of subscription commerce—the “product-of-themonth” model—for which customers pay a regular fee, usually monthly, for a box of products delivered to their door. In addition to stabilizing revenue, it also makes managing inventory a lot easier, while developing a sense of community—and discovery—that helps keep subscribers engaged. Most successful subscription boxes also have a customized feel to them: Kids’ clothing club Wittlebee curates a monthly delivery of basics from the likes of Small Paul, Laughing Giraffe and more based on a “style profile” completed at sign-up.

With platforms like OrderGroove, Zuora and Memberly that automate the billing and processing of subscribers’ recurring payments, starting a subcom is easier than ever. But slapping a subscription on your store doesn’t suddenly lead to never-ending streams of revenue.

Kim’s advice is simple: “What’s the essence of what your company stands for and what do you want to provide to your consumers? Take that element and see if you can turn that into a subscription business.”

—Lyndsay McGregor

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OCTOBER

Save the Date!

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WE’RE BUSY TALLYING the votes for this year’s Awards Earnie Awards and will unveil the winners in October.

Be sure to mark Monday, October 22, in your calendar to celebrate the winners at an award ceremony and fashion show at ENK Children’s Club. We’ll also be toasting to Earnshaw’s 95th anniversary and unveiling our 2012 Hall of Fame. We hope to see you there. Details will be posted on www.earnieawards.com.

E A R N S H AW ’S M A G A Z I N E

Earnie

Offspring 112 W. 34th St., Suite 1000 NY, NY 10120 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

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fresh finds What is Everbloom made of? Sugar and spice and all things nice, of course!

This super-cute collection of handcrafted headbands, necklaces, bags and brooches is made in small batches using bamboo and wool felt and colorful wooden beads. Jewelry and accessories are designed to fit girls ages 3 to 10 years and wholesale prices range from $7 to $18. Check out www.everbloomstudio.com.

Complemented by subtle details and clean lines, Rayil is a collection of versatile pieces in cotton and silk for boys and girls sizes 2 to 8, with silhouettes that lend a contemporary Western spin to traditional Indian styles. Pops of purple, green and blue liven up the ivory, almond and blush-toned color palette. Wholesale prices range from $19.75 to $69 for clothes and $12.25 to $21.25 for accessories.

Visit www.rayilkids.com.

Originally inspired by French nautical style and its quintessential Breton stripes, Jojo Maman BĂŠbĂŠ has evolved to offer a mix of classic and quirky clothes for boys and girls sizes 0 to 5 years. Many designs include innovative features to improve fit and quality, such as adjustable elastic waists in toddler styles and high tech fabrics that allow 100 percent waterproof rainwear to be breathable. Wholesale prices range from $4 to $38.30. Visit www.jojomamanbebe.com.

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Minimalism meets Indian decorative arts as German clothing brand Littl by Lilit launches its first-ever jewelry collection. Hand-cut gemstone necklaces, sized for kids or adults, come in a selection of colorful stones—citrine, peridot, iolite and rose quartz—while hand-cut glass bracelets add finesse to any outfit.

Wholesale prices range from $5 to $42. Check out www.littlbylilit.com.

Pompomme is a line of eco-friendly clothing for children sizes 3 months to 16 years. With classic polos, vests and shorts for boys and sweet dresses and jumpers for girls, kids will be ready for anything from special occasion formality to shooting-the-breeze spontaneity. Wholesale prices range from $21 to $42. Check out www.pompomme.com.

Italian brand Fiat 500 has signed a licensing agreement with manufacturing company Preca Brummel for the production and distribution of its first childrenswear line for ages 4 to 16. As with its adult collections, Fiat 500 offers fashionable yet comfortable pieces, including hoodies, sweatshirts, tees, polos and jackets. Fluorescent colors abound and retail prices range from $24 to $100. Check out www.kids.fiat500.com.

That’s Not Fair London bows a collection of revised classics for boys and girls sizes 4 to 13 spanning gabardine trench coats and wool sweaters to contemporary pieces such as jackets with detachable sleeves and ruffled button-downs. Savile Row tailoring techniques are applied to the brand’s blazers and trousers, with silk-based lining and binding seams in contrasting colors, while hand-woven cardigans are based on an original Scottish knit design. Wholesale prices range from $15 to $102. Visit www.thatsnotfairlondon.com.

When that heavy summer heat hits, nothing feels better than slipping bare feet into a pair of light, breathable shoes.

And now Nosox is expanding its range of lightweight slip-ons to include takedowns for kids in sizes 12.5 to 7. The mesh is perfect for allowing little toes to breathe, while the spongy “eleprint” sole feels like walking on air. Not to mention, the shoe’s clean lines and color ways can mix and match with almost anything. Visit www.nosoxshoes.com.

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h[Wbbo meh[ Ybej^_d] eh ^WZ Wdo jW_beh[Z \[Wjkh[i"È iWoi 7b_jW <h_[ZcWd" Y^_[\ XhWdZ e\ÓY[h Wj K]boZebbi$ <h_[ZcWd dej[i j^Wj j^[ Yebb[Yj_ed m_bb Wbie \[Wjkh[ [nY_j_d] Y^WhWYj[hi j^Wj Wh[ i_c_bWh je j^[_h b_c_j[Z#[Z_j_ed bWkdY^[i Wj i^emi ikY^ Wi 9ec_Y#9ed$ ÇEkh h[jW_b[hi ^Wl[ X[[d YbWceh_d] je ][j j^[i[ Zebbi \eh o[Whi ie dem m_j^ =kdZ m[Êh[ WXb[ je cWa[ j^[_h m_i^[i Yec[ jhk[ WdZ h[b[Wi[ j^[c Wj h[jW_b"È i^[ iWoi$ J^[ (&') Yebb[Yj_ed" m^_Y^ hWd][i _d h[jW_b fh_Y[ \hec , je *&" m_bb Wbie _dYbkZ[ f_bbemi WdZ m_bb X[ WlW_bWXb[ _d if[Y_Wbjo WdZ c_Z#j_[h ijeh[i Wi m[bb Wi Jeoi ÇHÈ Ki$ <eh ceh[ _d\ehcWj_ed YedjWYj sales@gund.com.

i^emYWi[ m[bb#ademd XhWdZ Y^WhWYj[hi ikY^ Wi Idk]]bo Fkffo WdZ Bkbk B[efWhZ ed j^[ ^eeZi" _ji fbki^ ^Wji [nfWdZ j^[ XhWdZÊi h[bWj_edi^_f m_j^ :_id[o$ ÇJ^[h[Êi ie ckY^ fej[dj_Wb m_j^ :_id[o X[YWki[ j^[o Yedj_dkekibo h[b[Wi[ d[m cel_[i m_j^ d[m Y^WhWYj[hiÆj^Wj [dWXb[i QkiS je h[b[Wi[ WcWp_d] d[m Z[i_]di je ]e m_j^ j^[c"È iWoi >[_Z_ >[bb[h D_[^Whj" Z_h[Yjeh e\ iWb[i WdZ cWha[j_d] Wj F_bbem F[ji$ J^[ jme :_id[o ^Wji \[Wjkh[ C_dd_[ WdZ C_Ya[o Ceki[$ M^_b[ j^[i[ Y^WhWYj[hi c_]^j X[ W ZhWm#_d \eh Y^_bZh[d" D_[^Whj W\Óhci j^Wj j^[ h[Wb WjjhWYj_ed \eh a_Zi _i j^Wj j^[o YWd ÇjWa[ j^[_h \Wleh_j[ F_bbem F[ji Y^WhWYj[hi WdZ m[Wh j^[c Wbb j^[ j_c[$È J^[ im[Wji^_hji Wh[ '.$+& m^eb[iWb[ WdZ j^[ :_id[o ^Wji Yeij '&$+&$ J^[ ^Wji WdZ im[Wji^_hji m_bb X[ WlW_bWXb[ _d if[Y_Wbjo WdZ c_Z#j_[h Z[fWhjc[dj ijeh[i$ <eh _dgk_h_[i YedjWYj D_[^Whj Wj heidi@mypillowpets.com.

Crocs Launches Clothing AS THE FOOTWEAR XhWdZ Y[b[XhWj[i _ji '&j^ Wdd_l[hiWho" 9heYi WddekdY[Z _ji fWhjd[hi^_f m_j^ J^[ =hekf je Z[l[bef W Y^_bZh[dÊi WffWh[b b_d[" WlW_bWXb[ _d _d\Wdj" jeZZb[h WdZ a_ZiÊ i_p[i$ ÇJ^[ _djheZkYj_ed e\ 9heYi#XhWdZ[Z Y^_bZh[dÊi WffWh[b m_bb ijh[d]j^[d j^[ [n_ij_d] XhWdZ Qfh[i[dY[S _d j^[ Y^_bZh[dÊi i[]c[dj"È iWoi I^[bb[o Adef" ^[WZ e\ cWha[j_d] Wj J^[ =hekf" m^_Y^ ^Wi el[h (& o[Whi e\ _dZkijho [nf[h_[dY[$ Ç9heYi YWd dem e\\[h W \kd" XebZ WdZ ^_]^#gkWb_jo XhWdZ ijeho \hec ^[WZ je je[$È J^[ b_d[ \[Wjkh[i gkWb_jo fheZkYji m_j^ \kdYj_edWb Z[i_]d" _dYbkZ_d] b_]^jm[_]^j" Xh[Wj^WXb[ ad_ji WdZ gk_Ya#Zho_d] \WXh_Y m_j^ KL fhej[Yj_ed \eh ekjZeeh fbWo eh YWcf_d]$ J^[ ijob[i Wh[ c[Wdj \eh Wbb#ZWo Yec\ehj WdZ \[Wjkh[ lWh_eki Yebehi" fWjj[hdi WdZ j[njkh[i$ J^[ Ifh_d] Ê') Yebb[Yj_ed _dYbkZ[i ifehj _j[ci" im_cm[Wh" J#i^_hji" ia_hji" b[]]_d]i" ^eeZ_[i" YWh]e fWdji WdZ i^ehji$ J^[ b_d[ m_bb X[ iebZ Wj if[Y_Wbjo WdZ X[jj[h Z[fWhjc[dj ijeh[i WdZ _ji m^eb[iWb[ fh_Y[ hWd][ _i \hec -$+& je (($+&$ 9edjWYj FWkb CYM^_hj[h \eh WZZ_j_edWb _d\ehcWj_ed Wj pmcwhirter@the-group.us.com.

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8/20/12 8:50 AM

COLOR YOUR STORE WITH charm-it.com

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8/20/12 2:48:00 PM

NINE THINGS

1 BabyBjörn spoons

2 Love Mae plate

3

Brinware plate

4 Skip Hop tumbler

5 Zutano plate

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7

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Fred & Friends chopsticks

Good Seeds tableware set

Sugar Booger by Oré bibs

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QDO tumbler

T H E K I D TAB LE

Add some fun to mealtime with printed plates and funky flatware.

By Lyndsay McGregor 14 ;7HDI>7MI$9EC I;FJ;C8;H (&'(

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8/17/12 12:07 PM

EARN_15 15

8/20/12 2:48:05 PM

ON TREND POLKA DOTS

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CONNECT THE DOTS 1 Noa Lily dress 2 Little Giraffe blanket 3 Kashka by KidCuteTure dress 4 Chooze sandals 5 Kissy Kissy one-piece

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PHOTOGRAPHER: TIM JONES. FASHION EDITOR: ANGELA VELASQUEZ.

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8/20/12 3:45 PM

ON TREND HAWAIIAN 1 2

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TROPICAL PUNCH 1 Hatley swim trunks 2 Mack & Co ruffle dress 3 Jelli Jewels bracelet and hair bobbi pins 4 City Threads T-shirt 5 Tea Collection polo shirt

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8/20/12 3:45 PM

SPOTLIGHT APPAREL

Hip Hip Hooray Youngsters go hipster in Little Trendstar’s retro-inspired designs.

Wholesale: $12 to $13 Sizes: 3 months to 6 years

NICOLE WORTH FELT something was lacking in the childrenswear market after having her two boys: clothing that expressed what she refers to as “style for mini hipsters.” A little over a year ago she founded B_jjb[ Jh[dZijWh je \_bb j^_i le_Z$ Ç8[_d] W Z[i_]d[h I thought I should just do it myself,” says Worth, who co-owns a web design firm with her husband.

“I always wanted to do shirts with our business and decided to do kids’ shirts, and so far they’ve taken off really well.” So well in fact that the hip, eco-friendly brand has opened showrooms on both coasts, and its J#i^_hji WdZ ed[#f_[Y[i Wh[ ^_ji m_j^ ikY^ Y[b[Xh_j_[i as Gwen Stefani and Kate Hudson.

“I see our customer as the hipster kid whose parents want to dress him out of the box,” Worth says.

“Somebody who wants to gain attention and have \kd m_j^ Ybej^_d]$ J^WjÊi h[Wbbo m^Wj _jÊi Wbb WXekj$È Worth says she uses retro-pop images as inspiration \eh j^[ Yb[Wd WdZ ceZ[hd b_d[$ Jme e\ ^[h \Wleh_j[ Z[i_]di \hec j^[ Ifh_d] Ê') Yebb[Yj_ed \[Wjkh[ W ^_#jef sneaker with the phrase, “I’ve got sole,” and a boom box image that states, “I play loud.” “I’m a child of the Ê.&i WdZ ? [d`eo Xh_d]_d] j^Wj XWYa WdZ Xh_d]_d] j^Wj nostalgia into the brand so parents can look back and _djheZkY[ j^[_h Y^_bZh[d je Q_jS"È i^[ iWoi$ J^[ XhWdZ has been such a favorite of parents that Worth is thinking about expanding the line in the near future to get “moms and dads rocking the same shirts as their kids.”

8[i_Z[i B_jjb[ Jh[dZijWhÊi h[jhe#jh[dZo l_X[" Mehj^ also prides herself on the apparel’s quality. All the clothing is made in the U.S. and features non-toxic, water-based inks, and the majority of the items are '&& f[hY[dj Yejjed$ ÇJ^Wj mWi [njh[c[bo _cfehjWdj to me,” Worth says. “Water-based inks are healthier and safer but they also have a better feel on the shirts; it’s not the plastic-y feel.” Other highlights in the spring collection include grey shirts with accents of neon, colors she plans on using more of in the future.

Worth also hopes to “keep the momentum going” and continue to grow the collection and offer more options, including additional styles and extended sizes. And she thinks that industry trends she’s taken notice of will help her accomplish these goals. “What I can say from a retail standpoint, and from being a mom myself, is I’m finally starting to see the industry give people what they’re looking for, especially _d h[]WhZi je Xeoi"È i^[ dej[i$ ÇJ^[h[ Wh[ W bej ceh[ options and choices for moms, and I really appreciate that. We want to dress our kids just as hip as the next [one].”–Maria Bouselli

18 ;7HDI>7MI$9EC I;FJ;C8;H (&'(

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8/17/12 12:02 PM

Wholesale Price: $20 to $100 Sizes: newborn to 12 years

Kiddie Luxury

From cashmere to knitwear, Baby CZ keeps children luxuriously comfy.

BABY CZ STARTED out 10 years ago with a straightforward mission—to cover a baby in classic, elegant and comfortable clothing that brings out the child’s natural beauty.

While this objective remains the same

er_09_12_spotlight_02.indd 19

today, the brand has gradually grown from baby cashmere clothing sets to a full-service children’s company featuring sportswear, outerwear, dresses and even swimwear for infants to 12-year-olds. “There has been a lot more focus on children’s clothing over the last 10 years, which I think is wonderful,” says Carolina Zapf, founder of Baby CZ. She says each collection has evolved with the market reflecting customer preferences and industry changes. Her brand’s organic growth, she notes, has worked well for the company. In fact, Zapf says she hopes to expand her well thought out brand globally in the near future.

Meticulous attention to detail is exhibited in the brand’s playful, but modern, designs.

Zapf notes that there is a void in the childrenswear industry for “functional and beautiful children’s clothes with clean lines and less embellishment.” Her logical and luxurious approach to childrenswear is demonstrated in her Spring ’13 line. From soothing colors such as aquamarine and citrus to the bolder Brazilian-influenced color and

print palette for resort, next season’s collection has something to tickle every mother and child’s fancy. For girls it’s a strong dress selection that exhibits various color combinations and Liberty of London prints. On the boys’ side, season standouts include rompers featuring plaid shorts and shirts with add-on knitwear, including hoodies and sailor sweaters. Zapf says the spring collection passes her test of being “happy.” “You feel good when you see it,” she says.

Using modern twists on old classics, including ’60s-inspired wear with Mad Men appeal, and a focus on comfort, Zapf continues to delight her customers, including the most important customer of all—the child.

“Clothes have to be made in materials kids are comfortable in and styles that they can move in,” notes the mother of three.

With comfort and style in check, Zapf also creates a sense of timelessness, ensuring heirloom quality in her designs. “There’s nothing more wonderful then being able to bring [your] pieces back for your child one day,” she says. –MB

8/17/12 12:02 PM

SPOTLIGHT APPAREL

Wholesale: caps $6.50, sweaters $32, crossover romper $18.

Sizes: 0-5/6 years

New Zealand by Way of New Mexico Kiwi Industries’ organic mix-and-match collection appeals to kids and consciences.

FAITH BEGAY-HOLTROP learned about Kiwi Industries when her daughter received a gift bearing that label. She Googled the brand, started following them online, and began frequenting their Albuquerque, DC Xekj_gk[$ J^[ b_d[ mWi XWi[Z ed j^[ i_cfb[ b_\[ e\ W Y^_bZ _d D[m Zealand, as witnessed by founder Rebecca Grebosky while on a sabbatiYWb j^[h[$ J^[ A_m_ Y^_bZ^eeZ mWi ^WbbcWha[Z Xo ]Wc[i e\ _cW]_dWj_ed WdZ [nfbehWj_ed WdZ Yef_eki Wcekdji e\ \h[[ j_c[" WdZ j^[ b_d[ mWi YhW\j[Z je \_j j^Wj b_\[ijob[$ 8[]Wo#>ebjhef ieed X[YWc[ Wd Wl_Z Ykijec[h e\ j^[ i^ef$ I[l[hWb o[Whi bWj[h" m^[d i^[ ef[d[Z ^[h emd cWj[hd_jo store in Albuquerque, she decided to carry the brand’s entire range—her edbo ÇYecfb[j[È _d\Wdj je jeZZb[h e\\[h_d]$ ?d 7k]kij (&&/" 8[]Wo#>ebjhef b[Whd[Z e\ Wd effehjkd_jo$ =h[Xeiao was looking for a buyer to carry on her brand and before long a deal was ijhkYa m_j^ 8[]Wo#>ebjhef WdZ j^[ b[WZ Z[i_]d[h e\ A_m_ ?dZkijh_[i" BWkhW CY?dZee" m^e Z[Y_Z[Z je fWhjd[h kf WdZ WYgk_h[ j^[ YecfWdo together. McIndoo had been designing textiles for the brand for three o[Whi WdZ mWi l[ho \Wc_b_Wh m_j^ j^[ _di WdZ ekji e\ j^[ Z[i_]d WdZ fheZkYj_ed fheY[ii$ 8[]Wo#>ebjhef ^WZ dej edbo emd[Z W icWbb beYWb Xki_d[ii Xkj Wbie ^WZ [nf[h_[dY[ meha_d] \eh W <ehjkd[ +&& YecfWdo WdZ j^[h[\eh[ ^WZ j^[ Xki_d[ii WYkc[d je b[WZ j^Wj Wif[Yj e\ j^[ YecfWdo$ ÇM^[d <W_j^ WdZ ? c[j" m[ h[Wb_p[Z ekh fej[dj_Wb"È iWoi CY?dZee$ Ç?j mWi Wd [Wio Z[Y_i_ed$È Dem" j^h[[ o[Whi bWj[h" j^[ jme ^Wl[ Wcf[Z kf j^[ Yebeh fWb[jj[" cel[Z fheZkYj_ed Ybei[h je ^ec[ _d D[m C[n_Ye" WdZ ^Wl[ mel[d j^[ local community into their business. “As we continue to grow, cash flow is one of our biggest challenges. We’ve taken a less traditional route, going to local individual investors who fund us with short-term ÉcWdk\WYjkh_d]Ê beWdi \eh i_n cedj^i [l[ho i[Wied"È 8[]Wo#>ebjhef iWoi$ ÇF[efb[ ^Wl[ YWi^ _d j^[_h ced[o cWha[ji" WdZ m[ YWd ]_l[ j^[c W X[jj[h h[jkhd Ykhh[djbo _d j^[ d[_]^Xeh^eeZ e\ - f[hY[dj $È J^[ h_ia fhe\_b[ isn’t quite the same, but she says, “being involved with a local business c[Wdi W bej je f[efb[$È M_j^ _dl[ijehi beWd_d] +"&&& je *&"&&&" 8[]Wo# >ebjhef WdZ CY?dZee Wh[ WXb[ je fkj j^[ ced[o je meha _d j^[ beYWb mec[dÊi Yeef[hWj_l[" Iekj^m[ij 9h[Wj_edi 9ebbWXehWj_l[" W ded#fhe\_j Ykj WdZ i[m ^eki[" m^[h[ j^[o dem fheZkY[ j^[ c_n#WdZ#cWjY^ b_d[$ ÇJ^[ i[WiedÊi gk_j[ YoYb_YWb$ Oek ][j oekh ehZ[hi WdZ j^[d oek ]e _dje fheZkYj_ed \kbb \ehY[ WdZ j^[d _j Z_[i Zemd W b_jjb[ X_j$ J^[ c_ii_ed e\

Southwest Creations Collaborative is to create stable work for women year round, so that’s where the funding comes in—because we need to Wdj_Y_fWj[ ekh ehZ[hi je Yh[Wj[ W ceh[ ij[WZo ijh[Wc e\ fheZkYj_ed o[Wh hekdZ$È J^[ Ifh_d] Ê') b_d[ _i fh[ffo" WdZ ^Wi W \h[i^" ^_f \[[b je _j" CY?dZee iWoi$ J^[ Z[i_]d[h kfZWj[Z W \_i^ fWjj[hd j^Wj ^WZ X[[d ikYY[ii\kb o[Whi W]e m_j^ feffo d[m Yebehi ed W lWh_[jo e\ XeZ_[i \hec Yheii#el[h WdZ \bkjj[h hecf[hi je `kcf[h Zh[ii[i" J#i^_hji WdZ aWhWj[ fWdji$ J^[ \_i^ fWjj[hd fW_hi fbWo\kbbo m_j^ ijh_f[Z b[]]_d]i eh ceh[ YbWii_YWbbo m_j^ ieb_Zi$ J^[oÊl[ dWhhem[Z Zemd j^[ i[b[Yj_ed e\ Yebehi WdZ fh_dji j^_i o[Wh" W\j[h ^Wl_d] Wd el[hbo fheb_\_Y i[Wied fh_eh j^Wj e\\[h[Z jee cWdo efj_edi$ J^_i o[Wh j^[ cWdjhW i[[ci je X[ Çb[ii _i ceh[$È E\ Yekhi[ _jÊi gk_j[ j^[ effei_j[ m^[d j^[o jWba WXekj j^[ Ybej^[iÊ bed] b_\[ YoYb[ WdZ ^_]^ ZkhWX_b_jo" ej^[h ^WbbcWhai e\ j^[ XhWdZ$ ÇJ^[ aWhWj[ fWdji jhWdi_j_ed je c_Z#YWb\ fWdji m^[d j^[ Y^_bZ ]hemi" WdZ j^[ Zh[ii[i YWd X[ h[fkhfei[Z Wi jkd_Yi"È iWoi 8[]Wo#>ebjhef$ J^_i [b[c[dj e\ fhWYj_YWb_jo _i W ckij" [if[Y_Wbbo \eh jme cej^[hi m^e meha Wi Y^_bZh[dÊi \Wi^_ed [djh[fh[d[khi Xej^ mec[d ^Wl[ a_Zi W][i - WdZ . $ 8[i_Z[i c_n WdZ cWjY^ i[fWhWj[i" A_m_ ?dZkijh_[i Wbie cWdk\WYjkh[hi j^[_h i_]dWjkh[ WbfWYW Yejjed Y_hYb[ im[Wj[hi" ikffehj_d] Wdej^[h mec[dÊi Yeef[hWj_l[ _d F[hk$ J^[ eh_]_dWb emd[h =h[Xeiao \ehc[Z j^_i h[bWj_edi^_f Xkj 8[]Wo#>ebjhef WdZ CY?dZee cW_djW_d[Z WdZ enhanced it.

FheZkY_d] _d Dehj^ WdZ Iekj^ 7c[h_YW WdZ ikffehj_d] beYWb mec[dÊi eh]Wd_pWj_edi _i W Xki_d[ii Y^e_Y[ Xej^ emd[hi \[[b ]eeZ WXekj$ 7dZ" _d WZZ_j_ed je cWdk\WYjkh_d] _d D[m C[n_Ye" j^[_h ZWo#je#ZWo ef[hWj_edi _dYbkZ[ iekhY_d] beYWb f^eje]hWf^[hi" ceZ[bi WdZ m[X YedikbjWdji$ 8[]Wo#>ebjhef dej[i j^Wj hkdd_d] W ^of[h#beYWb Xki_d[ii ikY^ Wi A_m_ Industries creates energy, adding: “When you bring this energy all to ed[ fbWY[" f[efb[ jWa[ dej_Y[$È–Jennifer Cattaui

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SPOTLIGHT SHOES/ACCESSORIES

Sizes: 0 to 18 months

Licensee Shalom International continues Little Meâ&#x20AC;&#x2122;s story with delicate touches.

AS LITTLE MEâ&#x20AC;&#x2122;S clothing line remains a mainstay in the childrenswear industry, its newcomer accessory line is quickly gaining popularity. Mamiye Brothers Inc., owners of Little Me, brought on Shalom International in 2010 as its accessory licensee, launching their first full collection in Spring 2011. From footwear and socks to booties and headwear, the lineâ&#x20AC;&#x2122;s main focus from the start has been to stay true to the childrenswear brand and complete the Little Me look.

And according to Merchandise Manager Marilyn Smith that means keeping Little Meâ&#x20AC;&#x2122;s

â&#x20AC;&#x153;sweet baby feelâ&#x20AC;? and classic layette style cohesive with their accessories. â&#x20AC;&#x153;We work with them and their art department on the latest trends and colors and we like to tie our accessories back to their apparel,â&#x20AC;? Smith says.

Vice President of Little Meâ&#x20AC;&#x2122;s accessory line at Shalom International Scott Haigh, however, believes itâ&#x20AC;&#x2122;s important that their products â&#x20AC;&#x153;have the ability to sell by themselves.â&#x20AC;?

Little Meâ&#x20AC;&#x2122;s footwear for pre-walkers up to 12 months is a particular stand out in the line.

With materials including soft satin, cotton, suede and velvet, the shoe styles change for

Tu-Tu Collection

each season. â&#x20AC;&#x153;We do add more personality to our shoes. Theyâ&#x20AC;&#x2122;re cute and fashion forward, and I think thatâ&#x20AC;&#x2122;s what separates them,â&#x20AC;? Smith says. She names a top-sider style for both boys and girls as one of the brandâ&#x20AC;&#x2122;s trendier looks and the updated espadrille as her personal favorite. Giftable bootie and headband sets are also very popular with customersâ&#x20AC;&#x201D;so much so that they had to increase their offerings in the category adding two-pack bootie sets to the mix. â&#x20AC;&#x153;Theyâ&#x20AC;&#x2122;re on fire,â&#x20AC;? Haigh says. â&#x20AC;&#x153;They keep selling out as quickly as I increase the order.â&#x20AC;?

Shalom International works hard to produce Little Me accessories to fit varying budgets, notes Haigh. â&#x20AC;&#x153;We really have two lines, one for the higher-end shopper and one for a customer base thatâ&#x20AC;&#x2122;s more price-point driven,â&#x20AC;? he notes. While the lineâ&#x20AC;&#x2122;s main focus is department stores, it also sells at specialty retailers, where a newer addition of toddler jewelry inspired by tween fashion has been a hit. â&#x20AC;&#x153;Iâ&#x20AC;&#x2122;ve been in this industry a long time and the beauty is that it remains fairly consistent,â&#x20AC;? Haigh says. â&#x20AC;&#x153;If you make the right goods for kids and the value is there then they sell incredibly well. Thatâ&#x20AC;&#x2122;s been the success of our line.â&#x20AC;? -Maria Bouselli

Little Man Collection

Rashti & Rashti and Baby Starters are registered trademarks of HJ Rashti & Company, Inc. Š 2012

Little Accessories

Wholesale: $3.50-$5

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3"4)5* r XXX SBTIUJBOESBTIUJ DPN

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8/20/12 2:18 PM

Family business Cutie Pie Baby hits its stride with a combination of organic growth and strategic acquisitions, transforming the company from a mom-and-pop luggage shop to a baby behemoth.

B Y J E N N I F E R CAT TAU I 2 2 ; 7 H D I > 7M I $ 9 E C Â&#x161; I ; F J ; C 8 ; H ( & ' (

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8/20/12 5:00 PM

PORTRAIT OF ELI YEDID AND PRODUCT PHOTOGRAPHY BY TREVETT MCCANDLISS

T WAS A compelling diaper bag that led family-owned business Boston Bags to reinvent itself and home in on j^[ Xkh][ed_d] XWXo cWha[j _d '/./$ J^[ diaper bag sold five times the amount of any other tote, backpack or luggage they manufactured, and the Yedids knew they m[h[ ed je iec[j^_d]$ M_j^ Z_Wf[h XW]i moving from functional to fashionable, the category opened up a lot of opportunity for those able to make a stylish product at a ]h[Wj fh_Y[$ The Yedids set their sights on expanding the company’s reach into baby, formally changing direction by re-establishing itself Wi 9kj_[ F_[ 8WXo" j^[ ^eki[ bWX[b e\ j^[ Xh[Wa#ekj XW]$ J^[o fki^[Z j^[ YedY[fj further into gift by producing “fully-loaded” diaper bags filled with bibs, burp cloths, jeo a[oi WdZ fbki^ Wd_cWbi$ M_j^ Wdej^[h success under their belt, they started selling these items separately, and due to existing relationships, were able to make their way into the planograms of the many stores j^[o ^WZ meha[Z m_j^$ 9kj_[ F_[ ieed added layette, infant playwear and sportsm[Wh$ Ç?j mWi W m_Z[ ef[d cWha[j"È ;b_ O[Z_Z h[YWbbi$ ÇJ^[h[ mWi W bej e\ ]hemj^ WdZ W bej e\ effehjkd_jo$È 7 jhk[ \Wc_bo Xki_d[ii" @WYa O[Z_Z i[hl[i Wi 9;E e\ 9kj_[ F_[ 8WXo while brother Eli is president of the compado$ J^[_h \Wj^[h" I_ced O[Z_Z" dem -," ijWoi ed _d Wd WZl_ieho YWfWY_jo$ 9kj_[ F_[ 8WXoÊi h[Y[dj ]hemj^ ^Wi X[[d fueled by an eagle eye for opportunity and a ijh_d] e\ ijhWj[]_Y WYgk_i_j_edi$ ÇJ^[ WYgk_sition growth is a lot faster than organic growth, so we really look for companies that fit us,” Eli says, noting that their recent acquisition of one of their stiffest competitors, Robar, got them squarely in front of

the folks at Lord & Taylor, long time buyers e\ HeXWhÊi Y^_bZh[dÊi XhWdZi$ IkXi[gk[djbo" the large department store brought on another of their recent acquisitions: classic Y^_bZh[dÊi XhWdZ Hk]][Z 8[Wh$ 7 ijhed] XhWdZ WdZ [nY[bb[dj Ykijec[h and vendor relationships are key in the YecfWdoÊi Z[Y_i_ed je WYgk_h[ W XhWdZ$ M^_b[ @WYa WdZ ;b_ if[dZ fWhj e\ j^[_h [d[h]o Xk_bZ_d] kf 9kj_[ F_[" iod[h]_ij_YWbbo" they spend another part in private equity seeking out good opportunities from companies that make great product and have strong reputations, but are fiscally trouXb[Z$ Iec[ e\ j^[i[ m[Wl[ _dje j^[ 9kj_[ Pie portfolio, while others remain separate, such as women’s lines Kensie and Liz Lange Maternity and men’s line English Laundry for which the Yedids and their private equity group have spearheaded deals with no b[ii j^Wd )& b_Y[di[[i \eh j^[ XhWdZ$ J^[i[ ijhWj[]_[i j^ki _d\ehc 9kj_[ F_[ 8WXo" WdZ the children’s company has employed similar tactics, for instance with Rugged Bear, a ijWh fhef[hjo _d j^[ 9kj_[ F_[ fehj\eb_e$ ;b_ negotiated a slew of licensees for Rugged Bear to create excellent product that remains true to the brand in accessories, ekj[hm[Wh" ^ei_[ho WdZ \eejm[Wh$ 9kj_[ F_[ 8WXo" ^em[l[h" iWl[i Hk]][Z 8[Wh _d\Wdj WdZ jeZZb[h m[Wh Wbb \eh _ji[b\$ Ç? ZedÊj jhkij Wdoed[ [bi[ je Ze _j Wi m[bb as we will,” says Eli, who is giddy with the prospect of sizing the infants’ brand up je jeZZb[h _d j^[ d[nj o[Wh$ ;dj[h_d] j^_i new market is not devoid of challenges, ^[ h[Ye]d_p[i$ ÇM[Êh[ ]e_d] je YhWmb WdZ j^[d mWba$ M[ mWdj je cWa[ ikh[ j^[ gkWb_jo _i jef dejY^"È ^[ iWoi$ J^[ \_hij o[Wh for Rugged Bear’s toddler offerings will be 2013 (in the spring, they expect to have some key pieces sized up from infant, and next fall, they expect to have a strong todZb[h i^em_d] $ M_j^ ie ckY^ WYgk_i_j_ed el[h j^[ fWij o[Wh" WdZ fbWdi _d fbWY[ je i_p[ kf" j^[ 9kj_[ Pie Baby showroom is also experiencing W ]hemj^ ifkhj" @WYa iWoi$ ;Whbo d[nj o[Wh they plan to move from their one-room (albeit huge) showroom of 9,000 square \[[j je W d[m ifWY[ e\ '-"&&& igkWh[ \[[j in the building that was once occupied by <_i^cWd WdZ JeX_d$ >[ dej[i j^Wj j^[o Wh[ building up resources in all departments, especially in product development, quality WdZ iWb[i$ >Wl_d] [nf[h_[dY[ m_j^ YecfWd_[i j^Wj have made financial missteps that have been their undoing, the Yedids run a tight i^_f m^[d _j Yec[i je if[dZ_d]$ ÇJ^[h[Êi

WbmWoi W im[[j ifej"È ^[ iWoi$ ÇM[Êh[ WbmWoi analyzing if we are inventorying the right amount of product and checking our riskreward ratio, deciding how much we’re going to invest and what our exit strategy _i"È ;b_ WZZi$ @WYa dej[i j^Wj \hec W fheZkYj standpoint, it’s all about “quality and consistency”—even more so in childrenswear j^Wd ej^[h i[]c[dji$ Before committing to a course of action, the team is making projections including studying birth rates, the global economy and what countries are emerging—incidentally, Eli says, they’re doing a swift business _d 9WdWZW j^[i[ ZWoi$ ÇM[ ^Wl[ W Z_l[hi[ way of managing the business, but there _i de [b[c[dj e\ ^_]^ h_ia je ki" È ^[ WZZi$ The formula for success, the brothers agree, _i j^h[[#\ebZ$ ÇOek ^Wl[ je X[ YWkj_eki" aggressive and you have to really underijWdZ oekh ZWo#je#ZWo Xki_d[ii$È •

Eli Yedid

Jack Yedid

( & ' ( I ; F J ; C 8 ; H ; 7 H D I > 7M I $ 9 E C 2 3

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Q & A

Pie the Sky in

Mud Pie Founder Marcia Miller molded her homegrown ceramics company into a gift industry powerhouse. By Jennifer Cattaui

MUD PIE DIDN’T HAVE the markings of an approaching-$75 million company. In fact, the original concept was pretty humble. “I thought I’d build a little business where I’d make some family income and work a few days a week,” says Marcia Miller, CEO of the gift industry superstar that’s been moving full steam ahead \eh (+ o[Whi$ It wasn’t the original plan, of course. In college, Miller had dreamed of becoming a journalist _d D[m Oeha 9_jo" Xkj m^[d iY^eeb [dZ[Z" _dij[WZ e\ ^[WZ_d] je j^[ 8_] Apple, she says she married her college sweetheart and had to figure out how she was going to help support her new family. So she entered the junior executive buying program at Jordan Marsh in Florida, and eventually found herself working as a department manager stocking pillows—a job in which she did not see a long future. (Especially, as she j[bbi _j" _d j^[ (&& Z[]h[[ ^[Wj $ She and her husband, Mark Miller, moved back to the relatively

cooler Georgia, and through a family connection, got a job at the Atlanta Merchandise Mart. Surrounded by a cornucopia of beautiful things— ceh[ ]_\ji j^Wd j^[ Dehj^ Feb[Æi^[ \[bj [d[h]_p[Z$ Ç?j mWi W m_dj[h medZ[hbWdZ \W_ho jWb[ \eh c["È i^[ WZZi$ M_j^ W jWb[dj \eh iWb[i" Wj (' she became a traveling product rep and worked for a man who “was completely insane but taught [me] great things,” introducing her to the who’s who of the gourmet and gift world.

She then decided to team up with the vice president of Store House and created the first female-owned rep firm in the Atlanta Merchandise CWha[j$ ÇJ^[ ]koi m[h[ b_j[hWbbo cWa_d] X[ji ed ^em bed] m[ mekbZ bWij" and of course, we outlasted them,” she says with a laugh. Always a highenergy multi-tasker, Miller started to develop and manufacture three product lines in Atlanta—concrete garden ware, decorative plaster goods WdZ W Y[hWc_Yi b_d[$ J^[ bWjj[h X[YWc[ CkZ F_[$ Miller was juggling her four businesses—the rep firm, three product lines, a 3-year-old and 3-month-old—when her partner announced that i^[ mWi _bb WdZ ^WZ je ij[f ekj e\ j^[ h[f Xki_d[ii$ J^[o ^WZ `kij i_]d[Z a contract for a new space, and Miller took a good look at what she was doing and made some hard choices. She sold the rep business to a comf[j_jeh WdZ Z[Y_Z[Z je \eYki m^ebbo ed CkZ F_[" W b_d[ j^Wj ^WZ WY^_[l[Z some early success with placement in Macy’s.

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Sixteen years ago, Miller moved production of the few hundred items i^[ mWi cWa_d] \hec j^[ K$I$ je 9^_dW$ J^_i mWi W ]Wc[#Y^Wd][h$ ?d 7i_W i^[ learned that the hardest thing was to make choices, as everything seemed feii_Xb[$ Ç?jÊi W bej [Wi_[h m^[d oekÊh[ pigeon holed and there are only a few j^_d]i oek YWd Ze"È i^[ iWoi" WZZ_d] Ç? built this company one right product Wj W j_c[$È Dem m_j^ W YWjWbe] e\ +"&&& products focusing on three categories: ]_\ji" \Wi^_ed WdZ Y^_bZh[dÊi ]_\ji WdZ WffWh[b$ CkZ F_[ _i W i_]d_\_YWdj fbWo[h _d j^[ ]_\j mehbZ$ M[ iWj Zemd je jWba je Miller about growing the company from the ground up, the challenges she faced, WdZ ^[h jWa[ ed j^[ cWha[j$ What led up to that trip to China? ? ^WZ ^_h[Z W iWb[i cWdW][h m^ei[ \Wcily had been very successful in the frame Xki_d[ii WdZ ? jeea co \_hij jh_f je 7i_W m_j^ ^_c j^_da_d] m[ mekbZ ^Wl[ WZ`kdYj fheZkYj _d 9^_dW X[YWki[ m[ YekbZdÊj h[Wbbo cWdk\WYjkh[ ^[h[$ ?d j^[ K$I$ m[ m[h[ meha_d] e\\ fkXb_Y ZecW_d cebZi" ie m[ YekbZdÊj X[ kd_gk[ eh [nfWdZ ekh cWdk\WYjkh_d]$ J^[h[ Wh[ Whj_iWdi _d 9^_dW j^Wj ^Wl[ X[[d jWk]^j je cWa[ cebZi$ J^_i Whj h[Wbbo Ze[idÊj [n_ij _d j^[ K$I$ Wdoceh[$ ?j gk_Yabo X[YWc[ eXl_eki j^Wj _j Z_ZdÊj cWa[ \_dWdY_Wb i[di[ je Yedj_dk[ je cWdk\WYjkh[ _d j^[ K$I$ ? Wbie [dZ[Z kf ^_h_d] B_ WdZ <ed] Wi ekh W][dj$ J^_i mWi W jh[c[dZeki [o[ ef[d[h X[YWki[ dem ? YekbZ h[Wbbo WYY[ii m^Wj ? mWdj[Z je cWa[$ J^Wj [nfh[ii_ed Ç8[ YWh[\kb m^Wj oek m_i^ \ehÈÆ_j mWi jhk[ j^[h[$ What other key moments have helped fuel your growth? ?dl[ij_d] _d j^[ Xki_d[ii h[Wbbo \k[b[Z ekh ]hemj^$ M[ m[dj je W YWjWbe] YecfWdo j^Wj Ze[i W bej e\ meha \eh <[Z[hWj[Z WdZ >ec[ :[fej WdZ m[ cWZ[ W X_] _dl[ijc[dj _d ekh YWjWbe] _cW][i$ M[ Xk_bj d[m m[Xi_j[i \eh ekh m^eb[iWb[ WdZ Z_h[Yj Xki_d[ii[i$ M[ Wbie Y^Wd][Z ekh iWb[i h[f ijhWj[]o$ 7Xekj \_l[ o[Whi W]e m[ m[h[ b_a[ ceij e\ j^[ h[ij e\ j^[ ]_\j _dZkijhoÆm[ ^WZ W l[ho \hW]c[dj[Z iWb[i \ehY[ e\ cWoX[ '& je '( eh]Wd_pWj_edi j^Wj [cfbeo[Z h[fi$ 7j j^Wj j_c[" we made the decision to go with a company YWbb[Z Ed[ 9eWij j^Wj ^WZ W d[m YedY[fj e\ h[fh[i[dj_d] W YecfWdo ikY^ Wi ekhiÆj^[ i_d]b[ YecfWdo Yel[h[Z j^[ m^eb[ K$I$ j[hh_jeho" YeWij je YeWij$ Ie b_j[hWbbo _d W o[Wh when our business was up 30 percent, we fired the whole sales force and went with Ed[ 9eWij$ J^[o ^WZ Wbh[WZo X[[d ekh h[f _d j^[ Iekj^[Wij WdZ Iekj^m[ij ie m[ÊZ seen the type of business they were able to provide to us and, they were very profesi_edWb WdZ WYYekdjWXb[$ Dem m[ ^Wl[ i_d]b[ l[dZeh h[fi m_j^ Ed[ 9eWijÆm[ ^Wl[ WXekj ') h[fi m^e edbo i[bb CkZ F_[$ J^[h[ are expansion plans to add more single l[dZeh h[fi _d Wh[Wi j^Wj YWd ikffehj _j$ So now you have about 5,000 products and 16,000 independent retailers around the world stocking your product—that’s a lot of small accounts. ?Êl[ WbmWoi bel[Z j^[ \WYj j^Wj j^[h[ _i de

one account that represents 1 percent e\ ekh Xki_d[ii$ M[ Wh[ .& f[hY[dj Wd independent business company and for obvious reasons that spreads your risk ZhWcWj_YWbbo ie ? bel[ j^[ .&#(& hkb[$ M[Êh[ dej i[[_d] W bej e\ d[m _dZ[f[dZ[dj ijeh[ ef[d_d]i$ ? Wc ^ef_d] j^Wj soon there will be, but certainly the economy has weeded out some stores el[h j^[ bWij \[m o[Whi$ 8kj" j^[ X[jj[h players have survived and in a lot of cases they are thriving and flourish_d] WdZ ef[d_d] ceh[ ijeh[i$ M[ `kij YWc[ e\\ j^[ 7jbWdjW i^emi WdZ m[ ^WZ W \WXkbeki cWha[j$ 7bj^ek]^ m[ mhej[ j^[ same number of orders or even a little bit less, the average dollar spent was mWo kf$ Ie m[ ^Wl[ cWZ[ W bWh][h \eejfh_djÆWdZ ^Wl[ ]ejj[d W bWh][h f_[Y[ e\ j^[ WYj_ed _d ceij ijeh[i$ ?d hek]^ j_c[i you have the opportunity to either lose cWha[j i^Wh[ eh ]W_d cWha[j i^Wh[$ 7dZ m[ ^Wl[ Z[\_d_j[bo ]W_d[Z cWha[j i^Wh[$ Growing from a couple hundred products to thousands means your business got a lot more complicated. From a growth standpoint (people, inventory management), what type of technological challenges did you face scaling to that degree?

J^[h[ ^Wl[ X[[d cWdo Y^Wbb[d][iÆbeji e\ _d\hWijhkYjkh[ Y^Wbb[d][i$ M[ Wh[ WYjkWbbo _d j^[ fheY[ii e\ beea_d] \eh ceh[ ifWY[$ M[ Wh[ Wj ')&"&&& igkWh[ \[[j WdZ m[ ZedÊj ^Wl[ ed[ [cfjo e\\_Y[" ed[ [cfjo YkX_Yb[ WdZ j^[ mWh[^eki[ _i ekj e\ ifWY[$ 7dZ m[ ^Wl[ cel[Z iec[j^_d] b_a[ \ekh j_c[i _d j^[ bWij [_]^j o[Whi$ Co ^kiXWdZ _i j^[ 9<E e\ j^[ YecfWdo WdZ ? YWbb ^_c j^[ cel[h _d Y^Wh][$ M[ Wh[ dem beea_d] \eh WXekj (+&"&&& je )+&"&&& igkWh[ \[[j$ Dej edbo f^oi_YWb ifWY[ _i d[[Z[Z1 Wi m[ ]hem" Yecputer systems have to be updated, and we have to continue to comply m_j^ Wbb e\ j^[ ]el[hdc[dj WdZ iW\[jo h[]kbWj_ediÆeXl_ekibo m[ ^Wl[ je ijWo ed jef e\ Wbb e\ j^Wj WdZ X[ m[bb ZeYkc[dj[Z WdZ m[bb l[hi[Z$ M[ have added a ton of employees, which we desperately needed and quite \hWdabo _j \[[bi b_a[ m[ ij_bb d[[Z ceh[$ M[Êl[ Xhek]^j _d W bej e\ [nf[hj_i[ \hec ej^[h fhe\[ii_edWbi$ 7 fh_lWj[ [gk_jo _dl[ijc[dj mWi cWZ[ _d ekh ]hekf WXekj jme o[Whi W]e$ J^[ F; =hekf has been really instrumental in positioning us for growth, and giving us really good WZl_Y[Ædej WbmWoi [nWYjbo m^Wj ? mWdj[Z je ZeÆXkj ? Yh[Z_j j^[c \eh fki^_d] ki je add a lot more people in order to be prefWh[Z$ What kind of people have you brought on as a result of their advice and this positioning for further growth?

M[Êh[ ^_h_d] j^[ ia_bb i[ji m[ cWo dej ^Wl[ _d ^eki[$ M[ ^_h[Z W 9EE m^e YWc[ je ki \hec JoYe$ >[ ^WZ [nf[h_[dY[ m_j^ W ckY^ larger company and really wanted to work \eh W icWbb[h \Wc_bo#emd[Z YecfWdo$ M[ Wbie Xhek]^j _d W Yecfkj[h YedikbjWdj$ ?d j^[ \Wi^_ed WdZ XWXo mehbZ m[ ^Wl[ technical designers and production manW][hiÆfei_j_edi j^Wj m[ Z_ZdÊj adem m[ YekbZdÊj b_l[ m_j^ekj X[\eh[$ M[ [nfWdZ[Z ekh Z[i_]d Wh[W ZhWcWj_YWbbo$ ? Wc W \_hc X[b_[l[h j^Wj _j Wbb ijWhji m_j^ fheZkYj$ ?j (&'( I;FJ;C8;H ;7HDI>7MI$9EC 25

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doesn’t matter how good the collection department is or the advertising department or the marketing department—it all starts with the product.

So we are first and foremost a product company—the product is king.

We are making the largest investment in the product area.

As far as your minority investor is concerned, how did you find the right fit?

We were fortunate that we had a huge number of preliminary offers: a number of these companies wanted to even acquire us in full or more than a minority share but I did not want to do that. We really went with our gut, we went with the people that we felt were very smart and knowledgeable. We looked for a good partnership, not one that would be fraught with anxiety. It worked out quite well.

These days, businesses are talking about moving from China to other areas because the prices have gone up and it’s harder to do business. Have you thought at all about moving from China to produce elsewhere?

We are always exploring all of our options. I ZedÊj i[[ CkZ F_[ b[Wl_d] 9^_dW$ ? i[[ j^Wj m[ can possibly diversify into some other countries if those countries make sense for what m[Êh[ beea_d] \eh$ 8kj m[ ^Wl[ W medZ[h\kb el[hi[Wi e\\_Y[ _d 9^_dW m_j^ el[h '&& [cfbeoees and they manage to do a pretty darn good `eX \eh ki$ J^[h[ Wh[ WbmWoi j^_d]i 9^_dW c_]^j not be best at—and other countries are—so we’re looking more at those types of areas.

Do you go to China quite a bit?

Yes—not as much as I used to, as our China e\\_Y[ e\j[d Yec[i je ki$ J^[o m_bb X[ ^[h[ _d a couple weeks and then I will make the trip to China and to India. In India we are doing tabletop, wood and metal items and some adult fashion.

With regard to online, are you integrating social media into your overall business, and have you seen an effect on your bottom line?

O[i WXiebkj[bo$ M[ ^Wl[ W l[ho WYj_l[ <WY[Xeea i_j[$ M[Êh[ kf je (*"&&& je (+"&&& \ebbem[hi ed <WY[XeeaÆl[ho [d]W][Z \ebbem[hi$ I think that the more the name is out there, the more it’s talked about and the more it’s recognized; it’s good for us. I’ve seen stores where they put out the pictures of what’s coming in and people are actually waiting for it. I think that sometimes it’s hard for us to keep up or have time to spend online, but it’s amazingly powerful.

“In rough times you have the opportunity to either lose market share or gain market share.

And we have definitely gained market share.”

Where are you currently focused in growing your brand?

Domestically? Internationally?

8ej^" Xkj m[ Wh[ ceh[ \eYki[Z ed 7c[h_YW$ M[ ^Wl[ W d[m i_jkWj_ed _d Canada that is going very well for us. We have a stock distributor there and we are looking to double that business this year. Our international business is also extremely good, but I wouldn’t say that we are looking to show at trade shows out of this country at this point or put a lot of effort in growing those businesses like we are our domestic business.

What other growth opportunities are you seizing—any product areas?

Jh[dZi _d Y^_bZh[dÊi \Wi^_ed ef[d kf beji e\ ej^[h effehjkd_j_[i \eh ki$ We have focused this fall on developing a new look in boys that is doing extremely well for us—little polo shirts that pair with cargo pants and a new collection of blankets. Girls are always easier, of course, but we are looking to further develop our boys’ business. We’re also looking at several new layette stories, which will be coming on in January. And lots and lots of piece types—both soft lines and hard lines.

In terms of stores, I think that we’re garnering more of their dollars.

And I see that trend continuing. As the economy turns up these better retailers are starting to open more stores. Our online retailers are also very strong.

What do you think is the secret of your success?

I think a lot of people get scared and listen to the news too much. We just kept our nose to the grindstone, kept going, kept focused on creating special, unique, adorable products at affordable prices. So much of the competition has pulled its tail in and run, so there’s not as many exciting [products] to choose from at market. I also think our pricing works well for independent stores. Goods look more expensive and that has cWZ[ j^[ h[jW_b[hi f[hY[_l[ CkZ F_[ Wi W lWbk[$ In the short-term future, where do you see yourself spending most of your energy?

Well I’m always looking at businesses we’re not in and asking myself should we be in them, how do we get in them and how do we become special in them. For instance, we’re looking into categories we’re not in like baby bedding, rugs, lamps and room décor, and trying to figure out if there is a reason for us to enter that market or not. Also, we continue to expand in sizes.

M[ WZZ[Z *J WdZ +J j^_i o[Wh _d ekh if[Y_Wb Christmas dress up items and they’ve done very well so I expect that we’ll continue to add where it makes sense.

You’ve had tremendous success as a woman entrepreneur. What advice do you have for women? And how have you balanced it all?

I like to say that failure is not an option. It never has been and never will be. I am the type of person who would work three jobs to support my family. Sometimes you just have to put your nose down and don’t let fear fuel your decisions. Obviously you need to research what you’re about to embark on and you have to be knowledgeable and sometimes have a particular skill. I’ve seen failure stop so many people from even trying.

F[efb[ Wia Wbb j^[ j_c[ÆWj [djh[fh[d[kh_Wb Yed\[h[dY[i j^Wj ? if[Wa at—and I tell them if fear paralyzes you, forget it. You just have to know you’re going to get through it, believe in yourself, make smart decisions, WdZ Xh[Wj^[$ ?jÊi dej [Wio0 J^[h[ Wh[ W bej e\ jek]^ j_c[i WdZ oek ^Wl[ je know you’ll get through them.

8WbWdY_d] _j WbbÆoek adem _jÊi gk_j[ Z_\\_Ykbj$ ? ^Wl[ W ]h[Wj fWhjd[h$ We really are partners—he did and does everything I do with the kids.

F[efb[ mekbZ Wia" ÇM^eÊi ]e_d] je jWa[ YWh[ e\ oekh Y^_bZh[d m^[d oekÊh[ ]ed[5È WdZ ?ÊZ iWo" ÇJ^[_h ZWZZo$È EXl_ekibo j^[h[Êi W bej e\ `k]gling, and you have to be there when you feel that it’s important for you to be there, but know sometimes that you can’t be. As the world changes, most likely the days of mommy staying home will change, as it’s not that realistic. As a working mom I think it’s great that my kids have seen that you can run a business, be successfully married and raise a good family. I think it’s good to set that example, because for most families, needing to do it all is reality. •

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SPRING SNAPSHOT

M.N. Bird

Buyers share their favorite fashions for spring.

By Maria Bouselli

W

“In bathing suits, a lot of companies are doing a bit of neon, which is what you saw in adult swimwear this summer. Neon is definitely carrying over into spring.”

—Mignon Van der Heijden, Peekaboo, Miami, FL

“Brighter, more vibrant pastels.

Not so muted.”

—Jamara Ghalayini, Pumpkinheads, Brentwood, CA

hile at ENK Children’s 9bkX WdZ FbWoj_c[ D[m Oeha bWij cedj^" m[ jWba[Z je Xko[hi je ÓdZ ekj m^Wj jh[dZi j^[o ^Wl[ j^[_h [o[i ed WdZ m^Wj j^[o Wh[ beea_d] \ehmWhZ je \eh a_ZiÊ \Wi^_ed _d Ifh_d] Ê')$ Girl and a Mouse

What spring trends have you been seeing at the shows?

“For us I think it’s all about prints and about mixing the prints, which we’ve seen this past year. That’s been really wonderful and I think it’s a trend that’s going to carry through to next year.” – Alexis Field, Bundle, New York, NY

“There are fluorescents, which are new for next spring [in shoes], and other than that, I hate to say it, but it’s a lot of the same old. I think with the economy the way it is everyone is being relatively conservative.”—Lyle Lambert, Little Eric, Greenwich, CT

Eggi

Joojos

Euroclub

“One of the things that we’re seeing is a pulling away from the traditional pink for girls and blue for boys. And also more casual, cool and bright clothing.”—Jessica Parks, Kidville, New York, NY

2 8 ; 7 H D I > 7M I $ 9 E C I ; F J ; C 8 ; H ( & ' (

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Baby Banz

“We saw some great sun protective swimwear that was just phenomenal—it’s SPF 50, and perfect for the kids. Some of the little baby legwarmers had bugbe-gone repellent in them as well.

Those kinds of integrations, where it’s technology with the natural fabrics, I think are really great.”

— Pam Anderson, Grandmother’s Back Room, Great Falls, VA

What are next season’s “must-haves?”

Poppy

Zuzii

“I do a lot of jewelry for kids— I love that. I feel that kids are accessorizing a lot more and there are more designers doing it.

They’re having fun with that.”

—Cristina Villegas, Yoya, New York, NY

“For girls—easy dresses. For boys—cheeky T-shirts, particularly those without tags.

Boys hate tags. And any kinds of pull-on bottoms for younger kids as opposed to buttons and all that nonsense that they can’t deal with.”—Lindsey Engler, Picnic, Brooklyn, NY

“We’re definitely looking for nice colors and texture.

We’re also trying to find one of a kind, unique ideas.”—Marcia Gruendyke, K. Frank, Santa Barbara, CA

Appaman

Neve/Hawk

“Garments that can be used in different ways, even though the price point may be a little higher. [For example,] a dress that could also be used as a skirt, or a little tubular skirt could be used as a bandeau top if you scrunched the sides. The tunic is another great idea. If it starts out as a dress, the mom loves it, the child loves it, and they can wear it year after year because it becomes a tunic with leggings.”—Susan Macko, My New Wardrobe, Avon, CT

( & ' ( I ; F J ; C 8 ; H ; 7 H D I > 7M I $ 9 E C 2 9

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Join the Crowd Instead of dictating the trends, brands and retailers are banking on consumers’ input (and generosity) via social media, high-tech customization programs and crowdfunding sites.

By Lyndsay McGregor

WE’RE ALL FAMILIAR with the age-old adage “the customer is WbmWoi h_]^j$È JeZWo j^[ fem[h e\ j^[ YhemZ _i Zh_l_d] j^[ \kjkh[ e\ Xki_d[ii ceh[ j^Wd [l[h" [l[d X[\eh[ fheZkYj cWa[i _j edje i^[bl[i$ 9Wf_jWb_p_d] ed j^[ ieY_Wb dWjkh[ e\ ^kcWdiÆdej je c[dj_ed ekh eXi[ii_ed m_j^ Wbb j^_d]i j[Y^oÆceh[ WdZ ceh[ XhWdZi WdZ h[jW_b[hi Wh[ jkhd_d] je YhemZiekhY_d] WdZ YhemZ\kdZ_d] Wi W c[Wdi je Yh[Wj[ Yedj[dj" iebl[ \_dWdY_Wb me[i WdZ Ze YehfehWj[ H :$ D[l[h X[\eh[ ^Wi j^[ Yedikc[h ^WZ ie ckY^ Yedjheb el[h m^Wj" ^em WdZ m^[d fheZkYji Wh[ WlW_bWXb[$ Ç9hemZiekhY_d] _i j^[ ki[ e\ ieY_Wb c[Z_W WdZ _dj[hd[j ekjh[WY^ je jWa[ oekh Z[i_]d fheY[ii Z_h[Yjbo je

j^[ Yedikc[h"È [nfbW_di Fhe\[iieh IkiWd IYW\_Z_ e\ j^[ <Wi^_ed BWm ?dij_jkj[ Wj <ehZ^Wc BWm IY^eeb$ Ç?j c_]^j X[ Wia_d] j^[ Yedikc[h \eh Z[i_]di WdZ j^[d ][jj_d] _dfkj eh _j YekbZ X[ `kij fhefei_d] Z[i_]di je j^[ Yedikc[h$ ;_j^[h mWo _j ][ji j^[ Yedikc[h _dlebl[Z _d j^[ fheY[ii e\ Z[Y_Z_d] m^Wj j^[ XhWdZ eh h[jW_b[h m_bb e\\[h$È BWij o[Wh" 8khX[hho Fhehikc iYh[[d[Z _ji c[dÊi m[Wh i^em _d C_bWd edb_d[ WdZ l_[m[hi m[h[ WXb[ je Yb_Ya WdZ Xko _dijWdjbo \hec j^[ hkdmWo" h[Y[_l_d] j^[_h fheZkYji jme cedj^i bWj[h$ I[l[hWb cedj^i W^[WZ e\ j^[ kikWb \Wbb Z[b_l[h_[i$ J^h[WZb[ii" W 9^_YW]e" ?B#XWi[Z YhemZiekhY_d] YecfWdo bWkdY^[Z _d (&&& i[bbi J#i^_hji Yh[Wj[Z Xo Z[i_]di ikXc_jj[Z \hec

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users. Even Jennifer Lopez is hopping on the bandwagon with Teeology, a site that offers up limited-edition luxury T-shirts manufactured based on how many positive votes they get by users. “Once upon a time all we could do was monogram. Now we can redesign the entire garment,” Scafidi notes.

Children’s clothing is getting in on the act, too.

Combining their experience at shopping sites like Minted (crowdsourced designs for high-end stationery), ThredUp (online children’s clothing swap) and eBay, the four founders of One Jackson have created a new way to shop for kids, one that turns crowdsourcing into a two-way street. “It’s a chance for great indie designers—who maybe on their own can’t afford it—to get a line manufactured and for customers to get excited about designs and pick what they want made,” says co-founder and CEO Anne Raimondi. The team puts together an inspiration board based on trends and what parents want, and reaches out to designers who have a certain period of time to submit designs.

Customers vote on what they love and based on feedback, a limited-run collection of 10 to 12 pieces is produced. “I think what it does is give feedback and data so that everyone can move faster and produce things that they know will sell, and I think that makes everyone happier and more successful,” Raimondi says.

A HELPING HAND Even before the credit crunch, it’s traditionally been challenging for emerging fashion brands to get the financial and marketing support they need. When President Obama signed the JOBS Act (Jumpstart Our Business Startups) into law in Washington, D.C., on April 6, small companies jumped for joy. The JOBS Act reduces many of the regulatory barriers that have, up to this point, made it nearly impossible for young startups to raise much-needed capital from investors. Among other capital formation measures, the amended JOBS Act includes an edited version of Congressman Patrick McHenry’s crowdfunding bill, which allows startups and small businesses to pool together funds of up to $1 million annually from fans through a number of small-dollar donations using web-based platforms like Kickstarter, RocketHub and Indiegogo. And it’s not just starved-for-cash startups: Reality star turned fashion designer Whitney Port took to Indiegogo this summer with the goal of raising $50,000 to show her clothing line, Whitney Eve, at this month’s New York Fashion Week. “It conveys the message that people believe in projects. It’s also an outgrowth of our incessant clicking of ‘like.’ Now we can put our money where our ‘likes’ are,” Scafidi says.

For Kris Galmarini of Charleston, SC-based Neve/ Hawk, going the Kickstarter route made sense for her handmade clothing company. “I had always wanted to do a whole clothing line and that was turning into a reality sooner than we thought,” reveals Galmarini.

She and her husband had been making T-shirts in their home studio by night, screen-printing and sewing while their kids slept, when they were invited to exhibit at Playtime New York. It was an amazing opportunity, but they didn’t have the money to pull it off. So, having supported people on Kickstarter before, they decided to give it a go. They set their goal at $8,000 (for

er_09_feature_01.indd 31

SIMPLE TIPS TO MAKE YOUR CROWDFUNDING CAMPAIGN TICK.

Kickstarter helped Neve/Hawk travel to Playtime New York.

Pitch. Refine, refine, refine. Aim to explain your campaign in one sentence—or 140 characters or less, á la Twitter.

Hit record. Develop a pitch video that tells your company’s story in a creative and effective way.

Update. Let people know how the campaign is going. The more you update, the more engaged you are.

Say Thanks. You’ll be alerted every time you get a backer. Let them know you appreciate their help.

8/20/12 8:52 AM

Top 5 Crowdfunding Sites for Startups and Small Businesses Don’t let your cash shortage shut down your business dream. With the following websites, potential investors are closer than ever.

Who: Kickstarter What: The poster child for crowdfunding of both products and causes.

How: Simple. Post project details and create a funding goal. The project will only get funding if the goal is met.

Fine Print: Kickstarter takes 5 percent of the monies for their service.

Who: RocketHub What: Two audiences: Fuelers and Creatives.

Fuelers invest in the projects that the Creatives post.

How: Similar to Kickstarter, but with plenty of resources for those who want to refine their idea before or after they post it on the site.

Fine Print: A flat rate of 8 percent for Creatives who receive investments from Fuelers.

One Jackson is the first-ever crowdsourced clothing line for kids.

samples and to get to New York) and offered pledgers hand-screened notecards, J#i^_hji" f^eje Xeeai WdZ _j[ci \hec j^[ \_hij Yebb[Yj_ed Wi W Çj^Wda oekÈ \eh Yedjh_Xkj_d]$ J^[ h[ikbj5 D[l[%>Wma [nY[[Z[Z _ji ]eWb WdZ h[Y[_l[Z /"&&& \hec XWYa[hi$ ÇM[ m[h[ W\hW_Z _j mekbZ `kij X[ Wbb e\ ekh \Wc_bo WdZ \h_[dZi j^Wj mekbZ ZedWj[" m^_Y^ mekbZ X[ \_d[" Xkj m[ mWdj[Z ej^[h f[efb[ je ^[bf ki WdZ i[[ ekh fhe`[Yj" WdZ m[ m[h[ bkYao [dek]^ j^Wj j^WjÊi [nWYjbo m^Wj ^Wff[d[Z"È i^[ iWoi" WZZ_d]" ÇOekÊh[ dej `kij ][jj_d] j^[ ced[o oek d[[Z1 oekÊh[ ][jj_d] \Wdi$È ?jÊi W i[dj_c[dj i^Wh[Z Xo 9Whh_[ CYGkW_Z e\ 9Wheb_d[ = _d :kh^Wc" D9$ M^[d i^[ ijWhj[Z ^[h ^WdZcWZ[ ^W_h Xem Xki_d[ii _d (&'&" i^[ WbmWoi fbWdd[Z je [nfWdZ _dje Zh[ii[i$ Ç? jWba[Z je W XkdY^ e\ f[efb[ m^e emd[Z Xki_d[ii[i WdZ cWdo f[efb[ ^WZ ik]][ij[Z YhemZ\kdZ_d] je ][j j^[ mehZ ekj WdZ ][j [nfeikh["È CYGkW_Z iWoi$ >Wl_d] i[[d W bej e\ fhe`[Yji i_c_bWh je ^[hi ed ?dZ_[]e]e" i^[ bWkdY^[Z ^[h emd YWcfW_]d$ Ç? Z_ZdÊj hW_i[ Wi ckY^ Wi ? mWdj[Z je" Xkj ? ]ej ie ckY^ [nfeikh[$ 7 bej e\ f[efb[ YedjWYj[Z c[ W\j[hmWhZi Wia_d] c[ je b[j j^[c adem m^[d ? bWkdY^[Z W \kbb b_d["È i^[ iWoi$ 8kj ][jj_d] \_dWdY_d] _i edbo ed[ ij[f ed W bed] heWZ$ <eh Z[i_]d[hi" i[jXWYai YWd _dYbkZ[ iW\[jo h[]kbWj_edi" j[ij_d] WdZ _dYh[Wi_d] Yeiji$ 7 h_ia \eh h[jW_b[hi _i m^[j^[h Yedikc[hi m^e lej[ \eh j^[ fheZkYji m_bb WYjkWbbo Xko j^[c" m^_Y^ b[WZi je j^[ gk[ij_ed0 :e YhemZiekhY_d] WdZ YhemZ\kdZ_d] ^Wl[ bed][l_jo5 Ç?jÊi W jh[dZ e\ j^[ cec[dj$ 8kj _i _j W \WZ5 ?d j^_i \ehc" _j c_]^j X["È IYW\_Z_ iWoi$ Ç?jÊi WbmWoi h[Wbbo Yecf[bb_d] m^[d oek \_hij ijkcXb[ WYheii j^[ _Z[W" Xkj m[ ][j W b_jjb[ bWpo WdZ el[h j_c[ m[ cWo h[l[hj XWYa je j^[ c[Wdi e\ Éh[jW_b[hi fhefei[" Yedikc[hi WYY[fj eh h[`[Yj$ÊÈ •

Who: Indiegogo What: A creative site that’s interested in everything from performing arts to gaming ideas.

How: Like most, you need to meet your funding request before you can receive the funds, but Indiegogo uses pre-sales and rewards which can create buzz for a project before it’s funded and ready for the public eye.

Fine Print: Indiegogo charges 4 percent for a successful campaign.

Who: Peerbackers What: Allows business owners to raise capital from their peers in small increments in exchange for tangible rewards to those who contribute.

How: You must first submit your venture to Peerbackers before being invited to post on the site.

Fine Print: Peerbackers charges a 5 percent success fee on raised funds.

Who: Quirky What: More progressive than a straightforward investment site.

How: For a $10 fee, you can post your idea and see what others think about it. Once you have received feedback, Quirky will then decide whether or not they want to make the product.

Fine Print: For each product manufactured and sold, the Quirky community receives 30 percent of the total revenue generated by direct sales of the product on www.quirky.com, as well as 10 percent of revenue from indirect sales.

32 ;7HDI>7MI$9EC I;FJ;C8;H (&'(

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OCTOBER 21.22.23 2012

T H E JAV I T S C E N T E R

NEW YORK CITY . 11TH AVE @ 37TH STREET 9AM-6PM SUN & MON . 9AM-5PM TUES

R E TA I L E R / B U Y E R R E G I S T R AT I O N : W W W. E N K R E G I S T R AT I O N S . C O M WWW.ENKSHOWS.COM/CHILDRENSCLUB T. 2 1 2 . 7 5 9 . 8 0 5 5 F. 2 1 2 . 7 5 8 . 3 4 0 3

EARN_33 33

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A IS FOR APPLE An assortment of polka dots, stripes, plaids and checks are ripe for the picking for Spring '13.

Photography by Raphael Buchler, Styling by Michel Onofrio

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Photography

by Rachel Bank Styling by Michel Onofrio

From left: Knot plaid shirt, Tannhauser jean shorts, Jefferies socks, Joojos shoes; Jumina dress, Planet Sox pirate socks, Cape Clogs shoes.

From left: 405 South by Anita G bikini; Kate Mack bikini, all feather and floral headpieces throughout story designed by Stacey Fitts for Floral Occasions.

35

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From left: Blu Pony Vintage plaid dress, Soludos shoes; Blu Pony Vintage striped dress, Etiquette socks, Old Soles shoes; Atsuyo et Akiko tee, Mayoral suspender jeans, Joojos shoes.

Opposite page, from left: Jumina top, SnoPea shorts, Zutano socks, Bensimon sneakers; Cie print top and shorts, Planet Sox socks, Bensimon sneakers.

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37

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8/21/12 10:21 AM

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Opposite, from left: Knot plaid shirt, Tannhauser jean shorts, Jefferies socks, Joojos shoes; Jumina dress, Planet Sox striped socks, Cape Clogs shoes.

(On both) Isabel Garreton polka dot dresses, Woolly Boo blanket.

A for Apple overalls, Fore!!

Axel and Hudson shirt.

Opposite: (On both) Isabel Garreton polka dot dresses, Hank & Jojo bow clips, Woolly Boo blanket.

39

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Mayoral jumpsuit, RileyRoos shoes, Angel Dear hat.

Opposite, from left: Rachel Riley polka dot dress, Je Suis en CP socks, Cape Clogs shoes, Triple Sweet earrings; Cie denim button-down, Knot shorts, Etiquette socks, Joojos shoes; Miss Grant scarf, Peas and Queues jean top, Claesens shorts, Soludos shoes.

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Maaji bikini.

Opposite: Bikinis by M.N. Bird.

41

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42

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Mali Kids jean tank, Ralph Lauren shorts, Soludos shoes, Woolly Boo blanket.

Opposite page, from left: Knot striped shirt, Cie pants, Etiquette socks, Joojos shoes; Rachel Riley gingham top, Noé & Zoë jumpsuit, TicTacToe socks, Ralph Lauren sneakers, Hank & JoJo barrettes.

43

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From left: ESP No. 1 jean shirt and shorts, Ralph Lauren sneakers; Boboli striped top, Mali Kids jean dress, Kathryn Davey apron, Soludos shoes; Little Paul & Joe blazer, Ralph Lauren striped T-shirt, Noé & Zoë sweatpants, Ralph Lauren sneakers.

Opposite: Bobo Choses jumpsuits.

44

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Style Director: Michel Onofrio Hair and Makeup: Yuko Mizuno @Rona Represents Photographed on location at Hallock Orchard.

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CALENDAR

MARKET DATES & EVENTS

SEPTEMBER 8-10

Dallas Total Gift & Home Market Dallas Market Center Dallas, TX (214) 655-6100 www.dallasmarketcenter.com

13-14

9-11

The Livonia Children’s Show Embassy Suites Livonia, MI www.midwestchildrens apparelgroup.com

9-11

9-12

United Boston Children’s Wear Show 75 McNeil Way Dedham, MA (781) 407-0055 www.unitedboston childrenswear.com

The Indy Children’s Show Embassy Suites North North Indianapolis, IN www.midwestchildrens apparelgroup.com

13-16

Michigan Children’s Show Glen Oaks Country Club 30124 W. 13 Mile Rd. Farmington Hills, MI (847) 415-2156

Kind + Jugend Colonge Exhibition Center Cologne, Germany +49 (0) 180 511 7017 www.kindundjugend.de

OCTOBER 2-4

Preview for Baby & Juvenile Dallas Market Center Dallas, TX (214) 655-6289 www.pbandjshow.com

14-17

ABC Kids Expo Kentucky Exposition Center Louisville, KY (210) 691-4848 www.theabcshow.com

15-18

LA Kids Market California Market Center Los Angeles, CA (213) 630-3683 www.californiamarketcenter.com

20-22

NW Kids Show DoubleTree by Hilton Seattle, WA info@nwkidsshow.com www.nwkidsshow.com

20-23

The Children’s Show at Deerfield Embassy Suites Livonia, MI (278) 478-1732 www.midwestchildrens apparelgroup.com

21-23

ENK Children’s Club Javits Center 11th Ave at 37th Street New York, NY (212) 759-8055 www.enkshows.com

Editor’s Note: Show details are subject to change. Please call the phone numbers or visit the show websites for up-to-date schedules. Show sponsors may send updates to webdesk@9threads.com.

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#Ć´ČŹT "SUT M ARKETPLACE É F #Ä&#x153;BVUJGVM #ƴȡ

See us at !

Expo ABC Kids 40 Booth 31

www.fairygodmotherstore.com

Made in the USA! contact: Laura Delzer laura@fairygodmotherstore.com 979-693-3030

.BEF XJUI MPWF JO UIF 64" CPXTBSUT DPN

#084

Join Earnshawâ&#x20AC;&#x2122;s Marketplace Earnshaw's Marketplace maximizes small budgets for emerging infant and toddler companies. Tout your up-and-coming apparel or juvenile product collections to retailers looking for new resources targeting newborns through pre-schoolers.

Call (646) 278-1510 Alexandra.Marinacci@9threads.com

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REMIX

Peace of Cake dress and sunglasses.

Dress and hat

by Peace of Cake, Little Pieces of Love bracelet and necklace.

Girlfriends by Anita G. tiedye dress, hat and glasses

by Peace of Cake, Coastal Projections sandals.

On the eve of her family’s summer vacation to Shawnee Resort in Pennsylvania, a picturesque lake village shaded with tall trees and untapped outdoor adventures, our stylist, Áine, couldn’t quite shake off her penchant for the tropics. Her flair for “super girly” fashion was on clear display in her selection of vibrant dresses, tassel accents, fancy hats and embellished sandals. With her favorite dance tune “Dynamite” by Taio Cruz filtering through the Earnshaw’s office, Áine seemed more amped for Ibiza than the Poconos.

Still, she was eager for her holiday with her sisters and to put her recently acquired swimming skills learned at camp to the test.

Up next on her to-do list: gymnastics. Inspired by the “Fierce Five” U.S. Olympic gymnastic team, Áine will start tumbling classes when she returns from vacation. She plans to go for the gold one day, and with a wardrobe like that, she’ll be all set for Rio 2016.

—Angela Velasquez

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Mixed Up Clothing jumpsuit, Peace of Cake hat and glasses, Little Pieces of Love bracelets, Coastal Projections sandals.

PHOTOGRAPHY BY McCANDLISS AND CAMPBELL

STYLIST: ÁINE AGE: 5 HOMETOWN: MAHOPAC, N.Y.

8/20/12 2:16 PM

For babies only

SnoPea logo and “tag line” are registered trademarks of SnoPea, Inc. © 2012 SnoPea, Inc.

Extraordinary garments for young sprouts! www.snopeawear.net

EARN_COV3 COV3

8/20/12 2:47:05 PM

速

Little Me

112 W. 34th Street Suite 1000 NY, NY 10120 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: ABC Show, Louisville Oct. 14th-17th

EARN_COV4 COV4

8/20/12 3:00:15 PM