Earnshaw's | February 2018

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VOLUME 102 NUMBER 2

FEBRUARY 201 8 $10.00

Sitting Pretty Eclectic and Playful Looks for Fall

RUN THE SCHOOL This school year doesn't stand a chance.

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F E B RUA RY 2018 CONTENTS

FEATURES 10 Toy Box Predictions Experts weigh in on the state of the toy industry and what will be hot this year. By Aleda Johnson

Noelle Heffernan Publisher Emily Beckman Editor

12 All in the Family Alan Steber, vice president of Sara’s Prints sleepwear and Widgeon outerwear, on building a business through quality products, loyal partnerships and treating everyone like family. By Emily Beckman

Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Aleda Johnson Assistant Editor Mariah Walker Contributing Fashion Editor

16 Sparks Fly Amy Sparks, owner of Once Upon a Time, makes customers’ wishes come true through fairy tale-inspired merchandising and old-fashioned service. By Emily Beckman

ADVERTISING Caroline Diaco Group Publisher Jennifer Craig Special Accounts Manager

FA S H I O N

PRODUCTION Laurie Guptill Production Manager

24 Home Alone Playtime gets funky with quirky textures, bright colors and whimsy prints.

Mike Hoff Webmaster Bruce Sprague Circulation Director

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6 Editor’s Note 8 Scene & Heard 20 Trend Watch 36 Haute Topics 38 Hot Properties

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This page: Diesel yellow vest and sweatpants, Andy & Evan striped shirt, model’s own hat and watch.

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published 10x a year by Symphony Publishing NY, LLC, 135 West 20th Street, Suite 402 New York, NY 10011.

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 2011 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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EDITOR’S NOTE

Family Ties W

HAT’S A PATH to success in an era of epic consolidation? Turns out the route doesn’t always lead to expansive corporate resources or new age marketing tactics. Bigger is not necessarily better, and the latest is not always the greatest. Often success comes down to the power of close-knit family ties. From mom-and-pops to Walmart, nearly 90 percent of all U.S. businesses are family-owned or controlled, according to the U.S. Bureau of the Census. That’s especially evident in our industry, where passionate parents and individuals often launch companies from their basements and garages. They are in-house operations—literally. Relatives are often key parts of the team as well as major financial contributors. In addition to dough, they invest blood, sweat and tears because they are family.

Dedication and loyalty tend to be rewarded. Studies show that family ownership often results in successful, long-running ventures. These businesses demonstrate high levels of authenticity, efficiency, stability and next-generation ingenuity.

Sleepwear company Sara’s Prints is one such example. Alan Steber, vice president and the subject of this month’s Q&A (p.

12), says that in the few years since he and his brother, Jeff, took the reins of the family business their parents founded in 1985, they’ve maintained its strong family values and are now leading the company into a new era of growth. Steber wouldn’t have had it any other way. He describes working in his family’s business as rewarding. But it goes way beyond product and profits. The bonds he and his employees have forged run deeper than coworker status. Everyone is invested in the company’s wellbeing. In fact, the Stebers consider all of their employees family members. Not surprisingly, people who work for Sara’s Prints and its sister outerwear brand, Widgeon, tend to stay. Steber proudly reports that not one employee has been with the company for less than five years, and some surpass 25 years. One regular bonding activity to foster a healthy and happy work environment involves employees taking turns making lunch for their coworkers. Steber believes the kinship staff members feel for each other is genuine and makes them healthier, happier and more in tune with each other. What’s more, he says it translates to better product.

Lena Aboo, designer of Sonatina and subject of this issue’s Designer Chat (p. 36), credits her family’s support for helping her

realize her dreams of becoming a kids’ shoe designer. From sharing her Kenyan father’s love of music to cherished ballet lessons from her Russian mother, Aboo’s culturally enriched upbringing shaped her creativity, which ultimately led to her romantic, vintageinspired designs. And as with so many childrenswear launches, the birth of a child provided the impetus for Aboo’s career change from painter to shoe designer. Unable to find “cool” crib shoes that met her standards, Aboo decided to make her own. The rest is Sonatina’s history, marking another addition to our industry’s rich legacy of family-owned and operated startups.

When first coming across a beautiful collection or a new brand like Sonatina, the conversation between buyer and wholesaler doesn’t always jump to terms and delivery dates. While those details are important, getting to know the people behind the creations is also essential. Discovering that there may be a family history behind the venture is often what seals the deal.

It’s a powerful and relatable story to many family-owned retail businesses—and to the families who purchase goods. Family matters in our industry.

As millions of baby boomers enter their retirement years, a wave of ownership changes is occurring in family businesses. More batons will undoubtedly pass to the next generation in the near future. But unlike previous eras, tomorrow’s new bosses in many of these companies will be women. While the fair sex remains underrepresented in the upper management echelons of public companies (not to mention underpaid), reports show the glass ceiling is being shattered far more frequently in family-owned businesses. Let me state for the record: Hooray! It’s about time women are given equal opportunity to lead businesses based on merit, and gender no longer creates a roadblock. Time’s up on that discriminatory practice.

A family, by definition, is inclusive, and its members must be supportive of one another for it to thrive. Whether through bloodlines or employee ties, unity is the deciding factor between success and failure. No family business—in fact, no company of any sort—should let race, nationality, religion, gender, orientation, disability or job title get in the way. There’s no room for such prejudices. Our industry, a collection of thousands of family- and publicly-run businesses, is better than that.

E M I LY B E C K M A N Editor

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SC E N E & H E A R D

LA Mart Celebrates 60 Years with New Exhibit

Noé & Zoë Jumps into Converse NOÉ & ZOË HAS tied the knot with Converse on a Fall ’18 collection. It takes the relationship to the next level since the German brand often accessorized its collections with Converse’s iconic Chuck Taylor All Stars.

“Converse has been adopted and interpreted by youth to continuously emerge on the feet of the next generation,” says Nici Zinell, founder of Noé & Zoë. “The Chuck Taylor All Star has become representative as a silhouette for self-expression.”

Adapting the color palette and three favorite Noé & Zoë patterns (winter stripes, star shower and black dots) from its fall collection, the design teams added special details like the embroidered Noé & Zoë anchor, color-pop lace tips and a signature sock liner. “The outcome is a beautiful melody between the two brands,” Zinell says. “Converse’s canvas became a fun and interesting place for us to explore and apply Noé & Zoë´s bold and graphic prints, and the classic style works really well across all sizes in the range.”

Wholesaling for $27 to $50, each story features four takes on classic Chuck silhouettes: a hi-top, OX, 2V and infant crib variations in sizes infant to size 10.5.

FOR THIS YEAR’S winter market, LA Mart debuted Temps on 2, a unique array of temporary exhibitors. Although this is the first time in nearly a decade LA Mart has organized a temp show, it won’t be the last, according to Frank Joens, senior vice president and general manager of LA Mart. “Temps on 2 is permanently joining our stable of offerings here at the LA Mart and will be with us at every major winter and summer market,” he says.

The show celebrated LA Mart’s 60th anniversary and salutes Hollywood with the catchphrase “Celebrating 60 Years in Show Business”—a nod to the marts’ 60 years of producing trade shows. The entrance to the temp show continued the theme, paying tribute to Miami’s famous Coconut Grove, the home of stars like Sylvester Stallone, LeBron James and Madonna. Buyers received commemorative anniversary tote bags, free lunches and complimentary happy hours.

The luxury and business opportunities served as a big draw for buyers new to the show, which exhibitors appreciated. “I saw half existing customers and half new,” says Alec Bell of children’s toy brand Melissa and Doug. “We need good West Coast representation, and we want the LA Mart to be that.”

The venue showcased nearly 100 curated, artisan-driven lines, many shown exclusively at winter market. “As a very new brand, we were so happy to have opened multiple new accounts nationally and across California,” says Heidi Androl–Guzman of Tinseltot and Zalamoon. “This was the perfect place to introduce our brand to local buyers.”

LA Mart’s latest edition and Temps on 2 were a smash hit, Joens reports, adding that buyers should expect more of the same at the next edition from July 20 to July 23.

Monnalisa Marks 50 Years of Success MONNALISA IS MARKING a half a century of designing pint-sized fashions featuring authentic Italian craftsmanship. In recognition of the luxury label’s milestone, the 86th edition of Pitti Immagine Bimbo honored the company with an event inside the Fortezza da Basso. The celebration, dubbed “The Golden Age,” was attended by more than 1,000 guests including collaborators, journalists, bloggers and buyers. Monnalisa also used the occasion to debut its Fall ’18 collection.

“The goal is to continue to excite while maintaining a strong identity and extending our concept of lifestyle,” says Barbara Bertocci, creative director. “We started from clothing and now we express our creativity with accessories, shoes, romantic furniture from our Living line and perfume.”

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Bertocci says the fall collection is inspired by classic Hollywood films. Based off a palette of tarmac gray, forest green and candied-chestnut brown with touches of pink, black, fuchsia and pomegranate, patterns include polka dots recalling the circle gowns worn by ’90s actresses, hot air balloons of Around the World in 80 Days, rose bouquets that evoke The Secret Garden and prints with elegant perfume bottles.

Reflecting on Monnalisa’s golden anniversary with an eye always toward the future, Bertocci and her husband and co-founder, Piero Jacomoni, take great pride in the company’s longevity. It takes dedication, passion, talent, hard work and, Bertocci says, “investing in people.” It’s people who are behind the designs, according to Bertocci. “The combination of talents is the true strength of a brand,” she says.

THE EUROPEAN FASHION ISSUE IN THIS ISSUE : 1.+,! *ĆŤ 1*3 5ĆŤ !,+.0ĆŤÄ‘ĆŤ ((ĆŤÄšÄ Ä‰ĆŤ !//+.%!/ĆŤ .!2%!3ĆŤÄ‘ĆŤ 4 (1/%2!ĆŤ 2!.0%/%*#ĆŤ ! 0%+*Ä?ĆŤ ĆŤ 4$% %0+.ĆŤ ,+0(%#$0 BONUS SHOW DISTRIBUTION : ÄŒĆŤ ĆŤ % /ĆŤ .'!0ÄŒĆŤ ĆŤ .0ĆŤ %"0ĆŤ Ä’ĆŤ +)!ÄŒĆŤ 05(!) 4ĆŤ $% #+ÄŒĆŤ 0( *0 ĆŤ ,, .!(ÄŒĆŤ ĆŤ $+3.++)/ AD CLOSE : 2/15/18 MATERIALS CLOSE : 2/20/18 For advertising info, email Noelle.Heffernan@9threads.com or call 646-216-0056.

T H E V O I C E O F T H E C H I L D R E N ’ S FA S H I O N I N D U S T R Y

S PECI A L R E P OR T

Toy Box Predictions EXPERTS WEIGH IN ON THE STATE OF THE TOY INDUSTRY AND WHAT WILL BE HOT THIS YEAR.

BY ALEDA JOHNSON

T

HE NEW YEAR means another 365 chances for retailers to stock their shelves with the latest and greatest merchandise to draw in toy buyers. As the “retail apocalypse” of 2017 bleeds into 2018, children’s boutiques and toy manufacturers are still feeling the affects of online competition.

Do the math: Toys R Us filed for Chapter 11 and recently shut 182 doors while Amazon’s toy sales grew 12 percent last year. During Black Friday, Walmart had a 66 percent availability in the toy category, while Amazon had a resounding 92 percent, according to a report from One Click Retail.

The outlook may seem bleak for brick-and-mortar retailers, but insiders in the toy industry claim there’s no need to run for the exits. The toy business remains viable. “There’s this public perception that we’re in trouble, and we’re not,” says Richard Gottlieb, CEO of Global Toy Experts.

“I think the public thinks kids aren’t playing with toys as much because of screens, and that’s just not the case.” In fact, not including the video game sector, toy sales have been on the rise because children don’t see a line between what’s real and what’s virtual. “They love their play in any format it comes in,” Gottlieb says.

This simplicity in the joy of play makes toy trends easier to predict, as the industry cycles through bestsellers and integrates new technologies.

With the exception of industry juggernauts (like Lego which has reigned as the most popular toy for 13 years running), trending products seem to change for a child every five years or so. “Each kids generation is about five years,” Gottlieb says. “Kids will like a certain type of toy for ages 3 to 8 and then you’re pushing through another group.” And with each new group, the latest technologies come into play, says Jackie Breyer, editorin-chief of Toy Insider. “You’re seeing more technology incorporated into toys because it follows the consumer electronic industry,” she says.

But, she adds, classic toys like board games, fashion dolls and baby dolls remain solid bets in the category.

This year, experts predict a mixture of classic and new age toys will be bestsellers. Educational and STEM toys are also expected to remain

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popular. However, instead of just trying to sell a toy full of high-tech gadgets, manufacturers are leaving a lot of building to kids, according to Rachel Urso, founder and publicist of Celebrity Baby Trends blog.

“There are kits that allow children to build their own drone versus just buying one,” she says. “The child works on their own, uses their mind and follows directions.” Coding is also becoming more accessible for computer-inclined children as an alternative to playing violent video games. Sensory and STEM development toys are also proven effective by parents of the increasing number of children on the Autism Spectrum or with ADHD, Urso adds. With parents and educators learning more about these disorders and their treatments, they can better engage children in class. Afflicted or or not, toys like Kinetic Sand and Mad Matter can be squeezed and molded for kinesthetic awareness. “These aren’t just old-school ’80s sensory toys,” Urso says. “They have bright colors built-in and kids love to play with them.”

In response to concerns of screen fatigue and addiction, board games and family game play are expected to gain momentum. Board game sales grew 18 percent in 2016 and double-digit growth was estimated for last year, according to Adrienne Appell, director of strategic communications for The Toy Association. Many of these games have been around for decades, which is a huge draw for Millennial parents. “That generation has grown up with technology as well as classic games,” Appell says. “Millennials are drawn to toys and brands from their childhood, like Rubix Cube, Milton Bradley and Hasbro.” That said, these parents grew up in the social media age—something that Appell says presents another layer to game play as laugh-out-loud and gross-out games are posted online. Call it mixed media play. “It‘s posted online, but while you’re playing it, you’re still unplugged,” she says.

Toys involving fantasy creatures and superheroes looks to be another strong category for 2018. Unicorns, dragons, dinosaurs, exotic animals— anything that captures a child’s imagination—are expected to be popular sellers. Five Little Monkeys Mattresses, for example, is releasing a

sleep system that comes with a plush monkey in a box. “Kids are going bananas over monkeys,” Urso says. Continuing the cuddly theme, Paw Patrol remains the biggest kids’ license of the year, and Cozyphones headphones took advantage with a new line featuring the characters.

With the movie release of Avengers, Infinity War, Black Panther, AntMan and the Wasp from Marvel Studios and Aquaman from DC Comics, superheroes are trending in the toy category, but Gottlieb warns not to rely too heavily on those characters. “Kids are presented with 60 to 70 new characters a year,” he says. “Where does a child—and therefore a retailer—choose to put their time and focus?”

Another spillover from 2017, collectible mystery toys, look to remain popular sellers. (Sales grew 15 percent globally for the first half of last year.) Brands like Hatchimals Colleggtibles, Shopkins Surprise and LOL Surprise play off the generation’s obsession with YouTube unboxing videos and their need to collect them all. “It used to be that the biggest toy was the biggest surprise under the Christmas tree, but now it’s the smaller toys,” Urso says. While these tiny buys may be less expensive, they make more revenue over time, according to Urso. “My daughter will buy a package with a mystery prize and end up with the same pink pony she already has,” she says. “So she’ll want to buy 10 more to complete her collection.” The tiny toys are also a great impulse buy for around the cash register. “When you’re at a store picking up paper towels, you don’t want to buy big items, so you go to the aisle of little stuff, and that’s how stores get their filler money,” she adds.

For apparel retailers looking for add-on toy sales, experts say the first step is knowing your customer and which toys work with whatever else they’re putting in their basket. “If you have young moms, stock something

a mom can pick up quickly to soothe a squalling child,” Appell says. “Or be on top of trends in entertainment and gaming, because pop culture really drives sales for older kids.” Breyer recommends attending trade shows like Toy Fair in New York to see the latest offerings. “It’s good to see the breadth of what’s out there and pick up on key trends,” she says.

Becoming a member of the American Specialty Toy Retailing Association (ASTRA) and attending their show is another invaluable resource, according to Gottlieb. “It’s a very user-friendly, retail-run organization,” he says. “And their shows cater to the specialty toy market, which helps retailers avoid carrying anything Walmart carries.”

Competitive pricing is another key to generating toy sales. The sweet spot varies, but experts agree it’s less than $29.99. “Games, dolls, plush, gadgets…there’s a lot to find at that price point,” Appell says. For smaller toys stocked around the point of purchase, Breyer recommends keeping it around $10 so parents are more likely to grab one. “Impulse buys happen more in store than online, and staying under $10 is key where they buy without hesitating,” she says, adding that around the holidays prices can be bumped up as parents are more likely to splurge on special gifts.

Ultimately, one of the most effective ways to generate toy sales is exclusivity—at least as much as what can’t readily be found online. Toy stores are convenient for someone picking up a gift on the way to a child’s birthday party, and in-store events like demonstrations and parties can be an added draw. “Retailers have to evolve or they’ll be in trouble,” Breyer says. Gottlieb advises to think deeper when it comes to planning a toy merchandising strategy. “See yourself as in the businesses of play,” he says. “We used to all battle for space on the shelf, now it’s about time in W a_ZÊi c_dZ$ :ebbWhi Wh[ W XofheZkYj e\ j_c[ _d j^[ c_dZ$È

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Q&A All in the Fa m i ly Alan Steber, vice president of Sara’s Prints sleepwear and Widgeon outerwear, on building a business the old-fashioned way: through quality products, loyal partnerships and treating everyone like family.

BY EMILY BECKMAN WHILE HIS EMPLOYEES may not all be blood relatives, Alan Steber considers everyone who works for Sara’s Prints and its sister label Widgeon a part of his family-owned business. “We care about each other,” the exec says. “It’s always been people first, business second.”

Part of that family affair involves no one being allowed to work weekends, unless a trade show overlaps. The company is also big on regular bonding activities to foster a healthy and happy work environment. For instance, with an office full of “foodies,” employees often take turns making lunch for each other. “We cook every day,” Steber says, sharing that he’s been inspired of late by Ayurvedic cooking, a traditional Indian cooking in the form of medicine. It’s helped facilitate healthier eating at the office—several staff members have reported weight loss, lower blood pressure and better cholesterol. What’s more, it’s inspired new pajama prints featuring a menu of international foods, including emoji-faced tacos and bowls of ramen to a colorful selection of sushi rolls. “I think half my conversations at the office are about work, and the other half are about food,” Steber says with a laugh. “We treat everyone like family to make sure our team is always taken care of,” he adds, noting it pays dividends in employee retention. “Nobody at our company has been here for less than five years, and some are going on more than 25,” he says.

After Steber’s parents, Mike and Pam, retired a few years ago, he and

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his brother, Jeff, took the helm and their first priority was to ensure the San Leandro, CA-based company’s quality standards and familyfirst values were maintained. Established in 1985, Sara’s Prints built its reputation on offering whimsical sleepwear prints, fine materials and innovation. “We’re the Cadillac of pajamas,” Steber says, noting it was the first company to introduce 100-percent cotton flame-resistant sleepwear. Since then, it has refined its treatment to omit topical chemicals for a more skin-friendly design. “The Millennial mom is conscious about the chemicals she puts near her children’s bodies,” he says. “Therefore, we’ve introduced 100-percent cotton pajamas that are certified organic and still inherently flame resistant—a perfect product for today’s environmentally and socially conscious moms.”

Along those lines, Sara’s Prints has also expanded its offering of organic

cotton pajamas. “We’re introducing even higher-end products that incorporate modal into the fabrics for girls’ sleepwear because it’s so buttery-soft,” Steber says.

Sara’s Prints is also focusing on the customization and personalization of its collections. “That’s where this world is going” Steber says. The company launched Color Me PJs, a collection with colorable graphics that children can customize with provided non-toxic markers. “One of the most popular styles reads: ‘All I want for Christmas is____,’ leaving it up to the child to fill out the lines below,” he says. “Think about a kids’ sleepover, where they could each decorate their own pajamas. Can you imagine the wonderful Instagram photos that will come out of these?” In addition, Sara’s Prints is capitalizing on niche categories. “Christmas pajamas have always been our bread and butter,” Steber says, however this year we collaborated with the Jewish Museum of New York for a special Hanukkah print. “The cobranded product leverages Sara’s Prints with something customers can’t get anywhere else,” he says, adding that offerings will be sold at the museum, as well as its other retail channels, which spans specialty boutiques to high-end department stores.

Steber says the company’s drive to innovate, adapt and update its sleepwear offerings is never-ending. The same approach applies to its Widgeon outerwear label, which it acquired in 1996, 11 years after Sara’s Prints was founded. Back then, Widgeon was focused on the kids’ technical market. “They were the first children’s outerwear company to use modern polar fleece (Polartec),” he says. “While fleece is still a mainstay of the brand, we have ventured into the fashion world. That’s where we’ve seen the most growth.” Of late, it involves a shift from suedes to faux furs—the softer, the better, according to Steber.

“More creative, more textures, more colors, more interests,” he adds. “We continually develop fabrications—some work, some don’t—but we continually push the envelope on microfibers in our outerwear.”

Across both categories, Steber has been noticing celestial influences for Fall ’18 in the form of glitter, metallic and galactic graphics. Some point to last summer’s eclipse and the new Star Wars film for inspiring the out-of-this-world themes. Sara’s Prints joined in, releasing a pajama style that features a unicorn graphic made from constellations, while Widgeon’s collection includes a coat covered in stars. Texture and mixed fabrications are also prominent in Fall ’18 outerwear. Steber cites a Widgeon vest with cream patchwork as a popular item among its retailers. “Earth tones are very big of late,” he says. Popular hues include cream, dusty rose, mushroom and “anything with a berry quality.” Tiger is also roaring again, as Steber cites a blue tiger print faux fur jacket as one of his favorite designs from the new collection. Last but not least, he says embroideries add a dash of personality, like Widgeon’s varsity jacket with a smiley face emoji stitched on the back. “There’s a demand for more exciting prints—more real, more bling,” he adds.

How does the company know when one of its designs knocks it out of the park? Mommy feedback, according to Steber. It often comes in the form of letters from mothers in search of certain prints or styles that might have been released years ago, because their child refuses to wear anything else and needs a bigger size. “The old pajamas reach their knees or elbows, but they won’t wear a different brand or print,” Steber says. “That’s the kind of amazing feedback that keeps us working together and striving for more.”

Q&A Who’s your target customer?

Definitely the mom who wants something classic with a twist—fashionable but not too crazy. We also get a lot of grandmothers who buy sleepwear and outerwear for their grandkids. We had a grandmother this season with 12 grandkids. The store called and said, ‘Listen, they have to all wear the same theme, and we’re missing two sizes.’ We called around and found one, paid retail for it and had it shipped to her. However, we couldn’t find the second piece, so we took a little bit of leftover production fabric and made it in our sample room. It’s always worth going the extra mile for the customer.

created large backlogs in production for them, which caused us to run out of stock during critical times of the season. That hurt us and our retailers significantly because we couldn’t keep up with the demand.

The cold weather created this big demand that we couldn’t foresee, and their late shipping did hurt sales. They’ve fixed it though, and everything is back to normal. We’re looking forward to a good 2018.

How’s business been of late?

Good. Last year was strong. Pajama sales were great, and Christmas pajama sales were especially strong. It’s also been a pretty cold season across the entire country, so our outerwear business benefits. In department stores, we’ve seen a much lower rate of markdowns, so there’s been better margins across the board. Smaller retailers have also been reordering.

Do you think the retail environment is as bad as many in the press make it out to be?

I think the retail environment continues to change at an extremely fast pace. Amazon, obviously, is continuing to capture market share across nearly every product category. It’s not just children, or just clothing. We’re seeing now an influx of non-branded copycats, primarily from China. Products are being copied, one for one, and sold on Amazon and other large retail channels. The problem when it comes to sleepwear is that many don’t comply with regulations.

There’s a real issue with trust.

Are there any negatives?

The one downside is our fleece supplier, Malden Mills, moved its factories from Lawrence, MA, to Tennessee and Guatemala. That

Do Millennial moms, many who are overly protective of their children and only want the best and safest items, realize this?

I think Millennial moms, in general, will get tired of purchasing

UPCOMING

SHOW DATES NY NOW February 4-7 New York, Javits Center Booth #5402 Children’s Club Magic February 12-14 Las Vegas Convention Center Las Vegas Booth #73841 Toy Fair February 17-20 New York, Javits Center Booth #6519 Children’s Club February 25-28 New York, Javits Center

what turns out to be sub-quality, untested products where they really don’t know what they’re getting.

The importance of trust—either trust of the retailer or the brand—is going to create new opportunities. I think people do care, and they’re increasingly going to look for trusted providers that provide no hassle, good quality and great service.

What’s your take on the state of retail right now?

I believe that the retailers who are doing well will likely continue to do so in the future. Our job as wholesalers is to provide trusted brands, quality merchandise and cutting-edge fashion to meet their needs as well as our customers. That requires us to come up with new ideas every season to stay ahead of the curve—and ahead of the copycats—to give retailers something that is unique and generates sales. That being said, it’s very tough out there now and will remain so. In fact, it’s getting tougher every year.

Would you say retail is evolving or dissolving?

Things are evolving. Retail has to evolve. It’s spread too far and thin, but now it’s working its way back to a healthier balance. Usually the pendulum swings too far in either direction. There were too many >37

SMALL TALK

What are you reading?

Everybody Lies. It’s about big data psychology. Everybody lies except in that little Google search box, which can be very powerful from a marketing perspective.

What superpower would you like to have? The ability to read minds.

What three items would you bring to a deserted island?

My yoga mat, a fishing rod and a satellite phone.

What’s your favorite way to spend a free afternoon? A walk on the beach with my wife.

What was your first paying job? Helping a friend in high school with his silkscreen business.

What’s your favorite childhood memory? Playing outside with friends after school—no iPads or Xbox back then. Gosh, I’m dating myself.

What gives you the most satisfaction? Watching my kids grow up and develop their own personalities. I also love exotic travel. I’m going backpacking in Kyrgyzstan this summer with my 10-year-old son.

What’s your motto? Be present.

RE T A I L P R O F I L E

Sparks Fly AMY SPARKS, OWNER OF ONCE UPON A TIME, MAKES CUSTOMERS’ WISHES COME TRUE THROUGH FAIRY TALE-INSPIRED MERCHANDISING AND OLD -FASHIONED SERVICE.

BY EMILY BECKMAN

S

IXTY-TWO YEARS young, Amy Sparks describes herself as a late bloomer when it comes to finding her true career calling. After rearing three daughters, going through a divorce, taking a job at a juvenile court and ultimately inheriting her father’s dynamite company, Sparks decided to use her late parents’ inheritance in life’s next chapter to capitalize on new passions. With a love for fashion and an even greater love for her grandchildren, Sparks saw an opportunity when a kids’ boutique in Hendersonville, TN, shuttered its doors.

The year was 2013. “I knew I could slip right in there,” she says. “I

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already had the name and everything.”

That same year, Once Upon a Time by Amy opened its doors: a 1,400-square-foot space in that same Hendersonville shopping center, brimming with fairy tale décor thanks to the artistic talents of her second husband, Michael Sparks. Turns out the former music equipment technician who had spent two-decades as a roadie for Lynyrd Skynyrd back in the ’70s also had genuine artistic chops.

“When I married Mike, I honestly had no idea what talent I was getting,” Sparks says, emphasizing how the couple’s teamwork has been key to making Once Upon a Time such an enchanting experi-

ence. “I was able to turn a roadie into a muralist for a children’s store—pretty cool, huh?” That’s not the only good fortune Sparks’ husband has brought to the marriage: His “eye for finding great treasures” led him to purchase a rare, 184-yearold copy of the Declaration of Independence in 2007 from a Nashville thrift shop for $2.48. It was later sold to a Utah investment firm for $477,650. “It’s a true story—Google it,” Sparks says, adding that the couple now share their antiquing hobby to pick out unique décor for Once Upon a Time.

Only a few years into the children’s retail game and having grown her customer base significantly, Sparks relocated last August to a space double the size but only five doors down.

Instead of a moving van, Sparks used shopping carts from a nearby Target, pushing them down the sidewalk and unloading merchandise and displays one cart at a time. “If we were moving across town it would have been a lot easier,” she says. “It was tiring—and pretty hilarious, but most of all it was worth it.”

“THERE’S SOMETHING VERY IMPORTANT ABOUT WALKING INTO A PLACE AND HAVING ITS AMBIANCE STRIKE YOU.”

WELCOME TO OUR CASTLE When customers walk into the newly renovated, 3,000-square-foot Once Upon a Time, the experience is described as falling into the pages of a fairy tale. Upon entering, customers are greeted with a giant storybook suspended from the ceiling, open to an image of a castle adjacent to the phrase, “Once Upon a Time.” The subtle scent of baby powder filters through air ducts while calming tunes play in the background to please Millennials and Baby Boomers alike. “There’s something very important about walking into a place and having its ambiance strike you,” Sparks says, noting several personal touches add to the nostalgic décor, like her childhood Chatty Cathy doll, old photographs and even her church’s cradle roll. “Does everything have

a purpose in there? No, not really,” Sparks says. “But if you look at it, it brings you back to a happy time. It’s all part of the experience—part of the story.”

From the contrasting aesthetic of delicate christening dresses hanging from Birchwood bark to playwear displayed on antebellum mansion gates, every corner of the store is customized with character.

Even the dressing rooms are decorated with antique window panes displaying vintage paper dolls. Sparks is especially proud of the patio area, envisioning it from the start as the perfect place for a playhouse to occupy kids while parents shop. “If you get something that kids are used to playing with, they’ll be bored,” she says, explaining how she looked near and far to find the most unique playhouse. And when she finally found it, Sparks stayed up past midnight assembling it with her husband. “If you’re looking for teambuilding to enhance your

B E AU T Y A N D T H E B U Y Amy Sparks shares buying and selling secrets that guarantee a happily ever after for every customer

Do you buy with your head, gut or heart?

Heart. If I see it and love it, I will find a way to carry it.

What’s one thing you avoid doing when planning your buy? Getting carried away with price points. I forget that when you’re older like me, you’re better off financially than younger mom customers. I want to be accessible to the majority.

What’s your best sales technique? I’ve got a funny yet effective one. I stock these new hospital gowns expecting moms can purchase for delivery, and I’ve been selling them like crazy with just one line: ‘You never know who died in the hospital gown they give you.’ Sold.

What inspires you? I don’t look so much at the clothing, instead I try to envision how it will fit in the store. I become inspired to buy when I can picture a beautiful display.

What gives you the greatest satisfaction? Having people walk into the store with a smile.

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RE T A I L P R O F I L E

marriage, buy a playhouse—you’ll quickly find out if you’ll succeed in life,” Sparks says with a laugh.

grandbabies for years and years, and that’s just the fun of being a grandmother.” In fact, grandparents often come in to Once Upon a Time for a complimentary cup of coffee ROYAL TREATMENT as they sit by the boutique’s faux fireplace Born and raised in Tennessee, Sparks was and listen to Sparks tell them about new the daughter of a state legislator and grew inventory in the store. up going door to door with her four siblings When it comes to pleasing customers, asking neighbors to vote for her father. “I Sparks believes no favor is ever too much was trained from a young age how to please and no advice is worth withholding. “I often people,” she says. “It’s how I secured votes, show young mothers how to move buttons and now it’s how I get sales.” Sparks believes on certain garments to make them last customer service is everything, and every longer for growing kids,” she says. “I tell Antique décor complements new customer is a chance to build a lasting them to bring the clothes in, and I’d never luxurious garments. relationship. She stresses how important it is charge a penny because that’s what good that boutique owners make sure their shops customer service is.” Last year, Sparks even are comfortable for more than just new moms, noting that grandhosted free pictures with Santa in front of the store’s “castle door” parents are the secret weapon to boosting sales. “Grandparents are on the Sunday after Thanksgiving. Sixty-three families showed up, the ones that have the big bucks,” Sparks says. “I clothed my little all adoring the ornate winter wonderland Sparks and her husband

created. Each customer was able to take pictures with Santa and have the photos sent directly to their email—perfect for Christmas cards. “I know I’ll have people calling next year saying, ‘Hey, are you doing those free Santa pictures again?’” Sparks says. “It was that much of a success.” Overall, she believes the key to customer loyalty is being more than just a shop owner; it’s about being a friend. “Communicate,” Sparks says. “I tell my customers if there’s something y’all want to see here, all they have to do is let me know.”

THE NEXT CHAPTER When it comes to predicting what’s next, Sparks says she has no limits. “I’m a believer, and I do think it’s a God thing,” she says. “I think when He’s given you abilities and talents, if you touch on those things and it’s good with Him, the sky is the limit.” Not to mention that Sparks can’t sit still. “My kids always say I can only wait 10 to 15 minutes for anything,” she says. “And they’re right— I’ve got stuff to do before I die!”

In the planning stages, Sparks mentions everything from her own private label collection to franchising the boutique and even creating an HGTV special about antique hunting and designing each unique Once Upon a Time space. She already has the >39

CHILDREN’S CLUB Magic February 12–14

CHILDREN’S CLUB New York City February 25–28

The owner’s Teacup Yorkie, Gidget, helps welcome customers.

North East Judy Cohen 856-728-0841 NHC304@comcast.net

West Coast/Mid West Sylvia Gill Childrenswear - LA 213-622-8271 lashawroom@sylviagill.com

South/Mid West The Closet 214-634-2402 theclosetdallas@sbcglobal.net

North East Sonia Schneider 781-407-0050 sonia@finelinesshowroom.com South East Glen Warnick 440-951-9739 gwarsales@aol.com New York Yoka Showroom 212-594-7714 caroline@yokashowroom.com North/Mid West Chicago Gallery 312-751-6800 Christy@Chicagogallery showroom.com International Finest For Baby Linda Gill 44(0)1442-248099

TREND WATCH

Scandi Savvy HYGGE (PRONOUNCED HOO - GAH) is a Danish word used to describe a feeling or moment as cozy, charming or special. While the term doesn’t have a direct English translation, this concept of Scandinavian comfort has seen a surge of interest beginning in 2016, when it made Oxford Dictionary’s shortlist for “word of the year.”

Since then, the expression has continued to gain traction, with more than 2.9 million #hygge posts on Instagram.

Hygge hype increases in winter, a season that lends itself to cozy, nesting experiences. (Think glowing candles, crackling logs on the fire and steaming mugs of hot cocoa.) Fashion designers interpret hygge through chunky knitwear, soft slippers, woven textiles and oversized silhouettes in their fall/winter collections. Materials like shearling, cashmere and mohair are gaining popularity, as are hygge-inspired styling elements like scrunched-up sleeves, slouchy shoulders and a loose tuck at the waist. When it comes to children’s fashion for Fall ’18, hygge takes the form of sheepskin-lined booties, fur-pom beanies and butter-soft cardigans across muted palettes of blue, gray, cream and rose. —Emily Beckman

Nina & Nelli sweater

Barque cardigan

Miles Baby one-piece and hat Bearpaw boot

Siaomimi vest

Vintage Havana hooded wrap sweater Andy & Evan zip-up hoodie

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Little Giraffe knit throw

Bows Arts headband

Creamie cardigan

Tun Tun outfit

Widgeon coat

Tartaleta

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TREND WATCH

The Wonder Years FROM GRIMM’S FABLES to Disney classics, designers have always been inspired by the fantasy, beauty, history and myths surrounding fairy tales. Nostalgia is a key driver of this trend, as parents are taken back to their childhood, sharing favorite stories and characters with their little ones.

From cartoonish characters on playwear to elegantly embellished dresses fit for a princess, magic is in the air for tots to tweens come Fall ’18. Unicorns, rainbows and glitter play lead roles in this wondrous tale, along with mystical creatures such as mermaids, narwhals and dragons. —Emily Beckman Art & Eden unicorn top

Mother Trucker & Co. sports cap

Siaomimi Play dragon hoodie

State Bags backpack

Sara’s Prints nightgown

Couture Clips hair clip

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Copper Pearl bib Sweet Wink T-shirt and tutu leggings

Sparkle by Stoopher hoodie

Irregular Choice shoe

Andy & Evan dragon buttondown

Sweet Bamboo pajamas

Paper Wings

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P L AY T I M E G E T S F U N K Y W I T H Q U I R K Y TEXTURES, BRIGHT COLORS AND GOOFY PRINTS. PHOTOGRAPHY BY MARK ANDREW š IJOB?D= 8O SARAH COBB

Left to right: Diesel leather jacket, Puma pants; sweater

by Autumn Cashmere, Tractr jeans, Mack & Co. hat, stylist’s own leopard coat and sunglasses.

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Kapital K bomber jacket, sweater and pants by Art & Eden, Watchitude watches, model’s own headphones.

Opposite page: Autumn Cashmere polka dot sweater, ruffle-collar shirt by Lanoosh, beret by Mack & Co.

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Lilies & Roses pom-pom headband, Widgeon faux fur vest, ruffle top and pants by Kapital K, model’s own socks and glasses.

Opposite page: Sara’s Prints sushi pajamas, Hannah Banana backpack, model’s own socks.

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Girl & Co. by Limeapple embroidered denim jacket, stylist’s own hat. Opposite page: shirt, sweater and pants by Andy & Evan.

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Marin+Morgan graphic print dress, model’s own leggings, socks and white tutu, stylist’s own shoes. Opposite page: Blu Pony Vintage dress, white faux-fur vest by MaeLi Rose, Lilies & Roses barrette, Sam Edelman flats.

Stylist assistant: Tabbytha Ferguson

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FOOTWEAR PREVIEW :

FA LL

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Ab ove & B e yo n d Children’s designers go the limit to appease parents who demand style without restrictions.

BY EMILY BECKMAN

Polo Ralph Lauren

FROM REVERSIBLE COATS and shape-shifting bags to short boots with kneehigh attachments, fashion designers across the adult and children’s markets are working to transform styling from one-trick ponies to multi-featured masterpieces. Stemming from the athleisure movement, industry experts agree this desire for comfort-driven, versatility has grown beyond a trend—it’s a lifestyle.

“Today’s shoes do everything—especially in the kids’ market,” says Naly Lee, design director at Vida Group Intl., makers of Stride Rite, Carter’s and Jambu KD, among other labels.

“Parents used to buy a casual shoe, a dress shoe and a sneaker, but now the athleisure movement has blurred those lines.” Besides athleisure’s “addictive comfort,” Lee says versatile product is beloved by Mom as a way to stretch the dollar when it comes to keeping up with growing feet.

“It’s about making a shoe that does it all,” she says, adding how that typically means “a casual style with slightly athletic influences.”

Sammy Esquenazi, owner of Josmo Shoes, makers of Nanette Lepore, Kensie Girl and Joseph Allen brands among others, agrees that athletic-casual is the most profitable direction for Fall ’18. “If the customer doesn’t want a flat, doesn’t want a boot, doesn’t want a sandal or a dress shoe—what can we give them?” he says.

The answer: more “cool sneakers” with unique soles, metallic accents, pompoms and knits across its portfolio.

“We’re still seeing a strong influence for

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Stride Rite

Jambu KD

knitted materials as they give a more dimensional look while being monochromatic,” Lee says, mentioning the new “Rowan” style from Jambu KD as a machine-washable casual silhouette with a custom knitted upper and quick closure for kids on the move. “Millennial pinks and neutrals are also a big emphasis for this season,” she adds.

Gina LaRossa, director of marketing for Primigi USA, agrees that cozy neutrals like gray, burgundy, taupe, blush and navy make up the season’s palette, evident across the brand’s fur accessories that can be added and removed for 2-in-1 hybrid fashion sneakers and demi boots. “Kids want trendy, mainstream styles,” she says. “But at the same time, parents want quality that lasts and versatility.”

To that end, Jenevieve Froncek, Pediped’s vice president of product development and design, believes it’s important to never sacrifice quality. “Our customers prove to us, time and time again, that the surface hand-feel and soft linings are what drives their purchase,” she says. For Fall ’18, Pediped is introducing a crib slipper category with its first style, “Buddy,” made from a soft, color-blocked fleece material that can be worn indoors or outside. “No need to change shoes when a quick errand pops up,” Froncek says, highlighting how versatility now trickles all the way down to infant sizes.

In addition to parent-pleasing versatility, she says the looks must appeal to kids. “While kids benefit from quality, versatility and comfort,

Pediped

their main desire is often how much the shoe sparkles,” Froncek says, noting that Pediped will continue to release best-selling metallic and glitter embellishments for Fall ’18. The brand will also tap into the growing Mommy and Me movement, introducing a sophisticated palette featuring deeper mauve hues as well as a washed-out navy. “We’re finding it particularly important to pull inspiration from what’s going on in the adult footwear world,” Froncek says.

Bob Campbell, chairman and CEO of BBC Intl., makers of Polo Ralph Lauren, Feiyue and Marvel brands among a host of other licenses, agrees that “concurrent trend release” in adult and kids’ is the formula for success these days.

“Seven to 10 years ago, the philosophy was wait and see if the trend will work in adults before taking it down to kids,” he says. “Now that is an outdated model.” Anticipating a close reflection of adult styles for Fall ’18, Campbell cites chunky outsoles, jersey knits, chromes, grommets, appliqués, winter florals, mismatched pairs, retro influences and short boots as some of the season’s key trends.

Kids of all ages are just much more aware of the latest trends and brands, thanks to social media. Many have their own smartphone in elementary school, thus are dialed in on what bloggers and influencers are touting. “It’s turned into a buy now, wear now mentality often because an influencer is wearing it,” Lee says.

Peter Roccamo, vice president of sales and

Nine West Nanette Lepore

Kensie Girl

Primigi USA Rugged Bear

design at BCNY Intl./Synclaire Brands, whose portfolio includes Kenneth Cole, Frye and Stuart Weitzman among others, is not surprised the short boot continues to be strong—like it has been in adult sizes.

“The short boot is one of the few styles with the ability to cut into the athleisure business,” he says. “It’s becoming a staple in a lot of kids’ closets.” Roccamo says the style’s versatility, particularly for between seasons, is what caused the short boot to kick the ballet flat from the center of girls’ fashion. “For years, every girl had a ballet flat, and now they’re using a short boot as their everyday shoe,” he says.

Josmo’s Esquenazi says it’s still important to keep a few tall boots on the roster, as well.

“We have it all covered,” he says. “Last year, people wanted the tall shaft, even though most preferred the Chelsea boot.” For Fall ’18, Esquenazi says the company is updating several boot offerings with heavy embroidery details, tapping into the tapestry trend that’s been prevalent in adult sizes the past few seasons.

As comfort and wellness continue to be strong themes, Vida’s Lee believes parents also want features such as memory foam insoles, anti-microbial-treated linings and (at least) water-resistant uppers. Non-slip soles, sturdy constructions and lightweight materials are other key product aspects.

Jambu KD, for example, is launching two

Josmo

mid-height waterproof boots for Fall ’18 with the same protection as a classic rain boot yet more suitable for play. The two new styles, “Willow” and “Cypress,” offer lightweight EVA construction on a full rubber sole for a sleek and functional silhouette that holds up in muddy terrain. “If you look at slush-molded boots or more heavy-duty boots, it’s really difficult for a kid to wear all day long and still play,” Lee says. “Even when I wear bulky waterproof boots as an adult, I’m clunking around and can’t wait to take them off.”

Another principal concern of today’s parent that must be met: ease of care. “With shoes going from playground to party, it’s important Mom can easily wash them and be ready for the next day’s adventures,” Lee says, noting its Stride Rite line will include its first machine-washable lighted program in its Made2Play platform. The M2P Lighted Neo features a translucent sole with flashing lights and a minimal lifestyle sneaker upper.

“A lot of competitors are trying to figure out what more they can do with lighted shoes, so this machine-washable technology is a big story for us,” she says. The lighted offerings are available in black and navy for boys with pops of bright colors on the outsoles, as well as blue, pink, gray and aqua for girls. “I must say, children do not dress the way children used to 20 years ago—they are way cooler jeZWo"È B[[ iWoi$

H AU T E TOPICS

EDITOR’S PICKS

DESIGNER CHAT

Le Big Nanette Lepore

ĆŤ ĆŤ Ä‘ ĆŤ Mia New York

LENA ABOO WAS expecting her first son when she felt the urge to create a special pair of baby shoes. “I really wanted to buy some cool shoes for him, but I couldn’t find what I had in mind,� she says. Inspired by a video on YouTube of a resourceful craftsman, Aboo grabbed an old piece of leather from her mother’s wardrobe, sat down at the sewing machine, and the rest is history. Her son was born, and so too was her life’s work.

Born and raised in Kenya, Aboo moved to Milan, Italy, when she was 18 to study fine arts, graduating with a degree in painting. “My parents’ professions, as well as art school, has had a huge impact on my career as a designer,� Aboo says. The designer’s Kenyan father and Russian mother met at college in Saint Petersburg while studying textile and shoe engineering, respectively. “My father tends to touch, feel and analyze everything people wear, and my mother has a craze for shoes—both rubbed off on me,� she says.

After successfully creating her first pair of booties in 2009, Aboo researched how to move up in the footwear industry. “I watched every video, bought books, asked my shoe designer friends for tips and went to cobbler bodegas to study how they work,� she says. As orders grew, Aboo sought manufacturing help, settling on a small factory in Italy where Sonatina lines are still handmade today.

In 2012, Sanja Stojanovic, a mom from the designer’s son’s kindergarten class, came aboard the brand as a partner and product manager.

Aboo and Stojanovic’s partnership led to Sonatina’s first baby accessories line, which included handmade scarves, socks, belts and bags.

The duo also increased the footwear size range from newborn to size 8 and made headway with distribution, signing agreements with more than 60 stores across Europe, China, the Middle East and the U.S. For Fall ’18, the brand is presenting a collection based on kids’ dress-up parties. “It’s elegant—but fun, too!� Aboo says, noting the line features lots of metallic bronze, stripes and polka dots across leather silhouettes. “We put our heart into what we do,� she says. “We love working in the pure, fun and magical world of children, and that translates with every collection.� —Emily Beckman

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Holly Hastie

Sequin Swag The glitzy embellishment is no longer just for the festive season.

Who is the Sonatina child? Certainly, a stylish child with an artistic drive. A child who has a mom or dad who doesn’t take accessories or details for granted.

How would you describe the brand’s aesthetic? I’m very fascinated by vintage shoes. I grew up in a nostalgic environment where music was always present—jazz, blues, soul, classical music. My dad and I always danced together, and my mom used to do ballet and later gave lessons.

Any special projects in the works? This year, we started cobranding with Italian designer Aruna Seth. The collection recently debuted at Harrods. Aruna Seth designs high-end shoes, dressing names like Pippa Middleton. The label’s trademark is a butterfly, so we worked together to create a coordinating newborn collection that includes the signature butterfly.

Where do you like to shop? I love discovering little boutiques with a niche selection. It’s nice when you can feel the owner’s passion behind the selection, as well as in every detail of the store.

What do you love most about designing shoes? I love the textures and colors down to the smell of the leather. It’s amazing to picture something in my mind and see it come to life on children’s feet.

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stores, and now it’s adjusting to a level that is more in scale with how consumers want to shop.

How is your company adapting to this new reality?

We’re putting all the photography online to allow our retailers to download product images for either their own site or to show customers a product they don’t have in stock. They don’t even have to call us directly; we made a portal for them to order through. It takes a bigger team and more work, but you have to offer these types of services to your retailers.

Everything from writing copy to providing images—it’s just part of doing business today. It’s the reality. And giving our smaller retailers the added tools to be successful is powerful. It’s one of the ways we are trying to help our wonderful boutiques across the country compete with some of the larger online retailers who are able to carry a larger selection.

Everyone says an omni-channel approach is critical these days, although for many it’s more lip service than reality. How important is it?

Very. It has to be an all-of-the-above strategy. You have to be able to hit demands across all the different channels.

What might the retail landscape look like in five years?

Back in 1997, I was at Haas, Berkeley’s MBA school. I had a project where I was asked to identify the need for department stores, which included not stocking as many goods, more customized clothing and ordering on an as-needed basis.

However, I don’t think we’ll get to all that in five years—more like 10 to 15 years. That’s when they’ll be more customized clothing. It’s so wasteful for a company to think they know what people are going to buy, guess size ranges, and then make mistakes. There won’t be much room for mistakes in the future. We’re looking at stores with smaller square footage that provide specialty products and excellent customer service—and of course, a big web presence.

Do you ask your kids for input on new designs?

Of course! I love bringing my kids and their friends in for focus groups to really dissect our new prints. My two-anda-half-year-old daughter recently opened my eyes up to the importance of how well a nightgown twirls. Whenever I bring home a new nightgown for her, the first thing she does is spin around. While I always knew twirling was important, I don’t think I ever appreciated it enough until I had a girl and saw what joy it brings her.

What do you love most about your job?

In addition to watching my daughter twirl in one of our nightgowns, I enjoy the entire creative process—coming up with new ideas, new concepts, new trends, and seeing them come to life. We have our own sample room, so we can come up with an idea on Wednesday and see it on Friday. Most importantly, I really enjoy the people that I work with—all of our employees and our retailers. Everyone is so hardworking.

They do their best in a tough environment. They show up every day and take risks. I have a ton of respect for all our h[jW_b[hi j^Wj Wh[ cWa_d] W ]e e\ _j ekj j^[h[$

FN Platform Booth #80468 February 12-14, 2018 Playtime New York February 11-13, 2018 The Atlanta Shoe Market February 17-19, 2018 The Children’s Great Event Shoe Show February 21 & 22, 2018 www.oldsoles.com.au

HOT PROPERTIES

Fruit of the Loom Weaves Deal with Goldbug Peter Rabbit Hops to Joules IN PREPARATION FOR Peter Rabbit’s silver screen debut this month, Joules has released a kids’ capsule collection inspired by the classic storybook characters. The British lifestyle brand, known for its rain boots, created a colorful line of hand-drawn designs featuring the titular bunny and his friends, Mrs. Tiggy-Winkle, Jemima Puddle-Duck and Squirrel Nutkin.

Wholesaling from $9 to $30, the collection includes a jersey denim jacket, tops, raincoats, rain boots and bags meant to capture the books’ nostalgia while offering comfort and durability.

Tom Joule, founder and chief brand

officer, says obtaining licensing for Peter Rabbit was a perfect fit for the company.

“Joules is a brand known for its British heritage and Peter Rabbit embodies just that,” he says. “As a lifestyle brand, we value time with family and creating quality moments, as well as being outdoors, so working with such iconic characters that not only embody those traits but our British heritage is something we are thrilled about.”

The Joules Peter Rabbit Collection is available on JoulesUSA.com, and in select Dillard’s stores, Zappos and specialty children’s boutiques across the U.S. and U.K.

FRUIT OF THE LOOM is partnering with Goldbug, the largest distributor of infant and children’s accessories in the U.S., for a head-totoe baby collection. Slated to debut at national retailers in Spring ’19, the collection of booties, headbands, one-pieces and bibs will vary depending on the retail partner while aesthetically complementing Fruit of the Loom’s other programs. Designs will span bright-hued apples on a bib to a one-piece with soft pastel stripes to color-coordinated hats and tights.

“Fruit of the Loom is known for its quality, value and style, and we are excited to offer innovative products to new parents seeking a known and trusted brand for their children,” says Melissa Burgess-Taylor, CEO of Fruit of the Loom. She adds that Goldbug will ensure the company’s soft quality and signature designs translate to its youngest consumers. moms and gift-givers.”

Ben 10 Teams with Mad Engine BEN 10, AN animated TV series produced by Cartoon Network Studios, has teamed with the global licensed apparel wholesaler, Mad Engine, for its first foray into apparel. The partnership will produce a line of long and short-sleeve T-shirts in boys’ sizes 4 to 7 with graphics that convey the show’s action-packed storyline of a boy who acquires a watch-like alien device that transforms him into 10 different alien

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creatures. The new line, debuting for Fall ’18, will be distributed in boutiques and national chains.

“The tees are bright and expressive, just like our young fans,” says Pete Yoder, vice president of consumer products for Cartoon Network. “Following our successful launch of Ben 10 toys with master toy partner Playmates last year, we’re excited to expand into apparel with Mad Engine in time for back-to-school.”

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colorway of her private label line picked out: “Tiffany Blue,� she says. “It’s a universal color—you put that color on anybody and they’ll look good in it.�

In the meantime, the owner says she will stay true to her core business value, believing that her motivation for owning a children’s store should never be just about making as much money as possible. “I don’t have a huge markup because that’s not what fulfills me,� she says. “I’m simply doing what I love and ultimately I’m living my dream because I have my priorities right.�

That’s why Sparks believes her attempt at launching an e-commerce site turned out to be one of her biggest regrets. “If I could have my money back from what we’ve spent opening the online store, I would take it in a heartbeat,� she says. “That online store puts a damper on everything that I’m about.� Sparks says she came into the business wanting to meet new people and make friends, “not stand there and box up items to send through UPS.� Nonetheless, Sparks understands the importance "" @OW\P]e AYSbQV

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Medieval touches create the feeling of being in a castle.

of a digital presence. She often works with her daughter, Hope, the store’s part-time buyer, to keep an active social media feed and stay connected with the community through charismatic posts and videos—all designed to draw customers into Once Upon a Time. It’s an experiential shopping experience that is worth experiencing.

To that end, Sparks believes fairy tales do, in fact, come true.

Her boutique is living proof. “Nothing is impossible,â€? she says. “It’s a person’s uniqueness—likes, dislikes, everything about us that brings us together. Expand on you, and who knows, people cWo h[Wbbo bel[ oek$Ăˆ š

FINAL CUT : OFF THE RUNWAY

Red Haute Andorine

Monnalisa

Piccola Ludo

Zombie Dash

Barcarola

Foque

Nikolia

Mayoral

Pitti Immagine Bimbo show décor

Iglo+ Indi Amelie et Sophie Monnalisa

RED RULES FOR FALL ’18. From scarlet and ruby to crimson and maroon, designers saturated the runways at the 86th edition of Pitti Immagine Bimbo with the powerful hue. Drenching toddler to tween collections, silhouettes of knits, outerwear, suiting and accessories spanned rosy furs to fiery graphics. —Emily Beckman

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E A R N S H AW S .C O M ƫ đ ƫ ƫ Ă Ā ā ĉ

BOOTH #80459 FN PLATFORM

CHILDREN’S CLUB

Magic February 12-14 CHILDREN’S CLUB

New York City February 25-28

Corporate Mark Zelen 212-216-6125 1385 Broadway, Suite 1800 New York, NY 10018

Caribbean/ Latin America/ South Florida Rolando & Ana Hidalgo 305-599-8717

International Nathan A. Mamiye 212-216-6008

Midwest Al Zaiff 847-607-8543

South East Richard Rubin 404-577-4383

Mid Atlantic Mark Wolbransky 215-364-7906

North East Texas/South West Bill and Sandie Ellsworth Annette Cardona-Stein 781-326-3999 214-403-7464

West Coast Teresa Stephen 213-623-8155 Western Canada Jeff Swartz 604-681-1719

CLOTHING FOR THEIR LITTLE WORLD