Unique & artistic clothing for the imaginative child and mom.
What began for Kelli Murray Larson in the winter of 2014 as a passion project, inspired by her own children, Rylee and Cru, is now an established children’s clothing brand sold in 800+ retail boutiques and in 25+ countries. Within the Rylee + Cru Collective, Kelli has successfully launched three brands- Rylee + Cru, Quincy Mae, and Noralee, with the desire to build brands that meet children at every stage of life.
Rylee + Cru merges art and imagination, offering unique clothing for the modern child and mom. Each collection is built on high-quality basics with soft and well-loved qualities matched with beautiful muted tones and timeless traits.
noralee
Rylee + Cru merges art and imagination, offering unique and artistic clothing for the modern child.
With a focus on modern natural baby basics, each Quincy Mae piece is made with organic materials.
Noralee is a collection of vintage-inspired specialty pieces, perfect for life’s most memorable moments.
Play offers quality apparel designed for high performance and everyday life.
From Amsterdam, With Love
Scotch & Soda brings a fresh European whimsy to the U.S. market.
United Legwear & Apparel Co. (ULAC) is now the global licensee for Scotch & Soda men’s, kids’, and accessories. The brand’s collections are available worldwide, with more than 150 standalone stores globally. The Scotch & Soda children’s collection will return to PLAYTIME this February in an effort to expand its retail distribution in the U.S. and beyond.
Born and rooted in Amsterdam, Scotch & Soda has a distinctly global perspective. The brand began in 1985 with a men’s collection, later expanding to include women’s, and it introduced children’s in 2008. It has stayed true to its identity ever since, celebrating “The Free Spirit of Amsterdam” in each collection.
“The essence of Amsterdam, our home city, is reflected in everything we do,” offers Eran Kaim, chief product officer at Scotch & Soda. “This spirit of optimism and freedom of expression influences our campaign imagery, seasonal marketing, store experiences, collaborations, storytelling, and approach to service.”
Scotch & Soda’s upbeat messaging and motifs embracing escapism, art, and music are particularly relevant to its children’s collections, which champion authenticity and self-expression. “Our mission is to inspire joy and encourage our customers to celebrate life together,” Kaim adds.
Who is the Scotch & Soda parent? According to the brand, consumers who purchase the children’s collections are often already fans of the men’s and women’s collections and continue shopping Scotch & Soda when they have kids. “Alongside these loyal customers, we also attract parents from the luxury market who choose our collection for their children,” Kaim says. “They recognize and value the unique sense of quirkiness and playfulness we bring to our designs. We excel in providing ceremonial and festive attire, as well as creating the ideal wardrobe for the back-to-school season.”
At market, the brand is excited to debut transeasonal styles that pair versatile pieces with light padding for layering with essential winter staples. “The palette features a harmonious blend of earthy browns and soft neutrals, enriched by deep shades like teal and burgundy,” he notes. “These are contrasted with vibrant pops of red and orange to add a bold touch to any outfit.”
This whimsical and elevated aesthetic, the brand believes, offers a pleasant supplement (and juxtaposition) to the heritage and traditionally preppy styles replete in the U.S. market. “In contrast, we bring animated collections infused with a refined sense of playfulness, evident not just in the artwork but also in the textures,” Kaim says. “Our approach offers preppy with a twist — a distinctive European touch.”
Preview the new Scotch & Soda kids’ collection at PLAYTIME New York, booth T09 at the Pavillion.
By Earnshaw’s
Kids editors in partnership with Scotch & Soda
A color palette of earthy browns and soft neutrals with hits of rich hues defines this fall’s versatile layers.
JANUARY/FEBRUARY 2025
This page: Brooklyn is wearing a Calonie vest, Oilily sweatshirt, Rebelde Planet skirt, and XTRATUF boots; her tights are by We Love Colors
On the cover: Finley wears a Stella McCartney sweater, Oilily skirt, and Molo leggings.
Photography by Zoe Adlersberg/ See Management; styling by Mariah Walker/Art Department NYC; hair and makeup by Susan Donoghue/Honey Artists. Special thanks to Generation Model Management and Zuri Agency. Shot in Yello Studio, Brooklyn.
FEATURES
12 To Market, To Market Atlanta Apparel Children’s trend report
14 Q&A: Organic Recipe Apple Park proves that parents don’t have to choose between beauty and sustainability.
18 So Last Season Industry pros examine the traditional buying calendar.
22 Animal Instincts is fall, children’s brands take cues from the wild with verdant patterns, mossy hues, and pops of animal print.
Sales/Editorial Of f ices One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244
PLAY Pattern
RAISING A STRONG-WILLED daughter is no easy task. My little June (now 4 years old) gave me a difficult time getting dressed every morning from about 18 months to 3 years, usually resulting in my husband or me pinning her down to wriggle her into her clothes. Then, she took an interest in picking out her own outfits, proudly choosing what she’d wear every day and getting dressed with little assistance.
I was (still am) so relieved to be done with the daily battle that I have relinquished all control, only nudging her choices when they are wrong for the weather or inappropriate for school. You can imagine the results: a Halloween dress (in December), a floral top paired with polka dot leggings, a princess crown in lieu of a bow. She refuses anything neutral (“it’s not pretty”), opting instead for bright colors, loads of tulle, and unicorn motifs at every turn.
A girlie girl myself, I relish in her love of dressing up. But at the same time, I’m envious of the aesthetic moms who are able to put their kids together in
coordinated, on-trend outfits. My 2-year-old son has even started putting his foot down as well, turning his nose up at anything that doesn’t bear a car, truck, or piece of construction equipment. Wild Plains owner Kristie Pettibone (flip to Retail Profile on page 32) has symbolized this divide in a physical way in her greater Kansas City boutique. The store displays neutrals on one side and patterns on the other, making it easy for every taste and aesthetic to shop without feeling overwhelmed.
Pantone’s color of the year, a beigy-brown called Mocha Mousse, is perhaps the biggest signal that neutral hues are having a big moment in fashion (find some of our favorite items in the shade on page 36). Thankfully, kids will always love color. So whether your store leans into natural vibes, finds balance in a mix, or goes full rainbow unicorn (send me your address so June can visit), the market is replete with options to stock the shelves.
Ann Loynd Burton Editor-in-Chief
Latham Companies, LLC Acquires 3 Marthas
Latham Companies, LLC is becoming a children’s powerhouse. Owner Shannon Latham has just announced the company will be acquiring Dallas-based baby gift line, 3 Marthas. The brand, established in 1988 by Martha Ann Sloan and privately owned since, will join Latham’s portfolio along with Little English and BISBY.
Known for its high-quality collections of embroidered and appliqued baby and child gifts and accessories, 3 Marthas focuses heavily on towels, bibs, and burp cloths. The line is sold online and in more than 570 stores nationwide. “3 Marthas is an incredible product line that will blend seamlessly with our family of like-minded brands,” adds Latham. “The 3 Marthas team developed a strong, reputable company that provides customers with quality, well-made products — something I am personally passionate about. The line will allow us to better reach and serve our customer while also leveraging our category expertise. We look forward to maintaining the tradition of the brand through the development of innovative products, acute attention to detail, and quality customer service.”
The brand will retain the 3 Marthas name and, while the core collection will remain largely the same, Latham and her team plan to expand the line with new products and styles in 2025.
Children’s Industry Rallies Amid LA Wildfires
At press time, wildfires still burned in Los Angeles, plaguing residents, retailers, and manufacturers in the area.
Sandra Martinez Roe of In Play Showroom (with a location in Los Angeles as well as New York, Dallas, and Atlanta) has two partner stores in the Pacific Palisades. The Grey Dragon was lost to the fire and Keetan Kids suffered severe damage; both owners lost their homes. “The heart-wrenching stories come in daily, and though we feel helpless in some ways, we have all tapped into our resources to help,” offers Martinez Roe. “The outpouring of support has been beyond our expectations, and our Los Angeles community has stepped it up, as always.” In Play is teaming up with its retailers in the Valley — Mini Dreamers, Calakids, and Meant 2 Be — to collect donations and create clothing packages for children impacted by the fires.
Amid the disaster, Pink Chicken launched a limited-edition bamboo PJ set and romper in support of families who have been affected. A presale ran January 10-17, with 100% of profits benefit-
ing Baby2Baby. The nonprofit has been working tirelessly to provide essentials to families in need, partnering with 470 organizations across the area.
Despite the challenges, the California Market Center (CMC) persisted with its LA Market Week. “The resulting attendance pleasantly surprised us and we were overwhelmed by the heartfelt outpouring of retailer support,” offers CMC management.
“A number of this market’s buyers traveled a great distance to attend, including stores from Minnesota, Kansas, Washington, Montana, New York, Utah, Colorado, and Idaho, as well as from the West Coast.”
CMC mobilized efforts to help families affected, coming together with showrooms, brands, and LA County management offices to donate new garments and distribute them to those in need. Additionally, CMC has added a supplemental market week January 28–30 to accommodate buyers who had to cancel their trip.
“Los Angeles is a resilient home to dreamers, creators, and entrepreneurs,” officials say. “The display of unity, support, and perseverance within our own community of showrooms and retailers this market is a testament to that. We look forward to continuing to partner with our community in this spirit.”
Gerber Childrenswear Collaborates With Amazon
Gerber has launched its trend-driven Modern Moments by Gerber lifestyle brand to Amazon’s U.S. online store. The line includes infant and toddler apparel, bedding, and accessories that offer a sophisticated aesthetic and affordable price point, now eligible for Prime’s fast, free shipping.
“We are thrilled to give parents the option to shop our popular Modern Moments by Gerber collection in Amazon’s online store,” offers Connie Pence, Sr. Director of Retail Brand Strategy at Gerber Childrenswear. “We designed the collection to offer elevated children’s clothing with a refined aesthetic using quality modern fabrics — at a great price point.”
Pink Chicken
ON TREND Cherry on Top
A trending color in women’s fashion, red is heating up for kids.
Özlem Karatay Kids
Stella M’Lia Sa
& Pimenta
Milon
Molo
Oomphies Li
She She
ON TREND Tiny Dancers
Ballerina motifs, endearing tulle, flats, bows, and pastel pink are on pointe for fall.
Mori
Milon
Oomphies
Lola and the Boys
MON AMI
FLATOUTbear
MORI x Peppa Pig
Old Soles
Babiators
Patachou
Mon Chou
Lia Lea
Buckle Me
Notebook Doodles
Scribble motifs, abstract patterns, and coloring book illustrations add playful whimsy for babies to tween.
Etta Loves
MORI x Lovery
To Market, To
ATLANTA APPAREL CHILDREN’S TREND REPORT: FALL/WINTER ’ 25
IN THE AGE where consumers can access virtually anything at the click of a mouse (hello, overwhelm), retailers are increasingly valued for their expert, artful curation. An assortment of fresh, high-quality items is particularly important in the children’s industry, where busy parents are starved for vetted pieces that are as soft as they are on-trend and aesthetically pleasing. Retailers who are nailing the mix usually have one thing in common: they attend an array of shows and stay at each one for the long-haul.
Morgan Ramage, fashion and events director at Atlanta Apparel ANDMORE, is making that even easier for buyers with new initiatives for Atlanta’s February market. They include a daily, free buyer lunch Tuesday through Thursday, a “Taste of Atlanta” food tour, and a Market Insider influencer program where notable buyers provide tips and insights.
“Atlanta is a central hub for amazing food, lots of culture and art, and has the busiest airport in the world — making it one of the most accessible places to travel to,” she adds. “You also can’t beat the Southern hospitality and charm of our Atlanta community.”
Ramage has her eye on brands like Dondolo, Prodoh, and Snuggle Hunny. Also, Atlanta is adding such new showrooms as Rylee + Cru and Mila & Rose into the mix. Trend-wise, she’s loving pieces with boho flair, ripe with mommy-and-me potential. “It includes boho craft details like rompers and dresses, sweater and knit sets, and cardigans,” she says. “I’m also loving all of the texture we are seeing across accessories and outerwear.”
To dive deeper into this season’s trends, Ramage and the team at Atlanta Apparel are peeling back the curtain with this Fall/Winter 2025 forecast ahead of February’s show.
Color & Prints
Consumers are seeking both longevity and novelty for fall, focusing on long-lasting colors that can be carried over to future seasons, like soft pastels, deep reds, vibrant turquoise, and nostalgic shades. Following a recent burst in womenswear, deep reds add depth to items like bomber jackets and sweatshirts. For tween, look for ethereal moonstone hues aligning with contemporary streetwear trends. In the eco-conscious category, find warm spiced neutrals that can extend beyond seasons. Cosmetic pink will continue to be a strong option in girls, particularly with vintage-inspired themes.
For prints, stripes and classic big-cat patterns take an unconventional turn with offset placements and unexpected color. Western culture (looking at you, Taylor) will continue to trend, with new prints that incorporate rustic farmhouse prints and graphics. Pops of sweet treats adorn graphic tees for fall and sweaters/cardigans for winter.
Market
Apparel
In the apparel category, themes like ’90s nostalgia, craft, and classic prep are manifested in cozy silhouettes with sumptuous textures. Look for polka dots, tulle, and collars in a playful circus aesthetic. Other key pieces include poet blouses, knit vests, bubble hems, plaid shackets, plush trousers, utility sweatshirts and cargos, rugby sweaters, and craft-inspired cardigans. For outerwear, key pieces are heavy on volume, including fleece jackets, bomber jackets, and puffer coats and vests.
Footwear
Look for these key trends at the Atlanta Apparel Children’s show.
In footwear, sustainability is playing a big story, as well as cozy materials injected into perennial styles for kids. Western continues here, too, with rodeo-inspired decorative elements and maximist outdoor styling. Look for silhouettes spanning decorative mules, cozy slip-ons, Mary Janes, gothic ballet flats, the Yeti boot, combat boots, utility shoes, and adjustable outdoor shoes.
Accessories
As with outerwear, tactile materials and cocooning quilted applications offer cozy updates for accessories, along with valueadding modular design elements. Think textural berets, waffle beanies, bucket hats, plush balaclavas, and puffer hoods. For bags, look for minimalist backpacks, ruffled crossbodies, padded totes, and plush mini purses.
Q & A Organic Recipe
Apple Park proves that parents don’t have to choose between beauty and sustainability when it comes to their kids’ clothes and toys.
BY ANN LOYND BURTON
THE TAGLINE FOR organic apparel and toy brand Apple Park is “Organic from the heart.” And according to sales director Cristy Howe and Mariella Towey, who leads operations and marketing, the company walks the walk. “Our mission is to give moms peace of mind that when they are buying our products, they don’t have to research anything — we’re organic from the inside out,” Towey offers.
The company was founded by Angie Ting in 2009, when as a new mom, she couldn’t find good-looking, accessible organic toys. Ting and her husband, Ivan, have a background in the industry — their family heads up a prominent toy company in Hong Kong. Truly organic from the heart, Apple Park continues to be a passion for Ting, who has remained committed to fully organic construction, even against cost-cutting alternatives.
Ting has set the company in good hands: an all-female team of moms who describe the company culture as unequivocally supportive. For 2025, the brand has its sights set on breaking through the apparel market and taking Apple Park to new heights. Towey and Howe sat down with Earnshaw’s Kids to tell us how they plan to do just that.
What are your roles at Apple Park?
Cristy Howe: I had been consulting with the brand for a while
and joined as the full-time sales director in September. The brand has been around since 2009, so most of our retailers already know who we are, but they know us as a toy brand first. Apple Park started as a toy brand, and in the 15-plus years since, it has dabbled in apparel and coordinating pieces for children to wear along with their toy. I wanted to get them on the right apparel calendar. Our line has expanded, and we’re in a bunch of new showrooms. We’re on the right calendar and ready to go.
Mariella Towey: I’ve been with the company 9 years. We’re all women, all moms. Our bottom line is always organic, always sustainable goods. Given that we’re a small company, I’ve worn a lot of hats — Cristy and I do everything. My official title is sales operations and marketing director, but we all have our hands in a bit of everything.
How would you describe the company ethos?
MT: We’re the only company that offers organic cotton and sustainable material on the inside, instead of just the outside of a product. I love this company, and the mission is so great. It’s to give moms peace of mind that everything is organic from the inside out.
CH: The clean carbon footprint piece has been thought all the way through; it’s not just organic cotton. We are led by that in everything we do and touch, and go the extra mile when it comes to that.
inspired, buy the inventory, and then make the product. With apparel, that’s not the same. We had to do three seasons at the exact same time, and now we’re designed through Spring ’26. What will continue to change is, in the future, toys will be designed at the same time as the apparel prints so that they are aligned. Now, we’re in a transition period, so we pick prints that align with toys. Going forward, we’ll be three seasons ahead and pre-booking with retailers.
MT: We’re not greenwashing; we really try to walk the walk as much as possible.
You mentioned the changing calendar. What does your current calendar look like?
CH: Previously, we were able to design things as they were
That said, we still want to scoop up that monthly toy outreach, opposed to the apparel pre-booking where you take the order and then can rest until it ships. It’s essentially two businesses in one. So it’s a challenge, but also a plus. In retailers’ minds, we can be a one-stop shop. You can easily have an Apple Park section and keep it stocked.
Who is your target consumer?
MT: From the beginning, we were known for gifts, so we put a lot of emphasis on packaging so that people could go into a gift shop and say, “This present is done.” That consumer was your best friend, your grandma. Now, it’s still them, along with the aesthetic mom.
CH: She’s busy, and she wants to be able to buy stuff for her kids, Christmas shop, buy for her friends’ kids’ birthday parties, and she wants to shop without worrying or spending time investigating if a product is good or up to her friends’ standards. She’s conscious of social issues.
How do retailers communicate your brand story?
CH: The women who head up our design department are also award-winning wine label designers, so they’re all about great packaging. In my opinion, we have some of the best packaging
Q & A
FAL L F OR ATLAN TA
in the industry. It’s attractive and beautiful, and made from recycled materials. Some even have little black-and-white illustrations so that kids can color. Right now, that’s our best opportunity to convey the brand story.
We’re also working with building out signage for stores, and we have a longtime fixture program if stores buy a certain amount of product. There’s more to work with in that arena, but we lead with
What is your distribution
We’re almost entirely boutiques at this moment, and we do a little bit of international business, in Australia, for example. Partnering with boutiques is the perfect alignment — other small businesses that project caring and warmth. It’s where we want to be.
Tell me about the FW25 collection.
CH: We’ve added a couple of dresses for girls for fall. We’re leaning into one of our books that we’ve written and published that is called Lives in the Woods, so the collection has a nighttime, woodland vibe. Our clothes are a bamboo/organic cotton 70/30 blend. It makes our clothes cozier and offers integrity to be worn as daywear.
What’s next for the brand?
CH: We want to continue our mission to be the whole package. We want to focus on branding in stores and becoming a full lifestyle offering. MT: Because we started with gifts, that’s what we knew. We did gift shows, were in gift showrooms. Since we started developing apparel in 2005, the clothes have gotten cuter, better, and we’ve honed our point of view. Now we want it to have more exposure.
CH: We’ve been doing toys for a really long time and have been dabbling in the kind of coordinating apparel that does well for us, so we’ll continue to give mom that opportunity. We have a great doll series, for example, and we offer doll clothes so kids can match their dolls. We’re expanding so that the people who appreciate Apple Park can really live their lives in it.
Photo features brands from Janet Hunter Hawkins and Lemonade Stand Sales showrooms.
Gerber Childrenswear, NY Showroom . 1370 Broadway, 8th Floor, New York, NY 10015
newborn to 5T
So Last
Industry pros weigh the traditional buying calendar against an ever-accelerating market.
BY ANN LOYND BURTON
THE TRADITIONAL BUYING calendar has been taking blows ever since 2016, when leading designers like Tom Ford and Burberry eschewed their usual runway shows for live-streamed, “see now, buy now” events. The initial buzz around the concept quickly fizzled — Tom Ford’s foray into the model lasted one season; Burberry kept it going for a bit, evolving with limited-edition drops — and the six-months-ahead calendar reigned supreme.
Since then, a lot of factors have been thrown into the mix. First, of course, was the COVID-19 pandemic, which slowed production and replaced fashion week with a mash of digitally streamed performances. And in the years since, a social media hungry Gen Z consumer has sped up trend cycles to a dizzying result, with micro-trends galore (Mob Wife Aesthetic, Coastal Grandmother, Eclectic Grandpa, Quiet Luxury…). We’ve also seen an increase in the pre-order, a move to drum up sales when excitement is hot and avoid excess inventory.
In the children’s industry, brands like PAIGELAUREN have shifted to a “see now, buy now” model entirely. “For baby and toddler-focused brands like PAIGELAUREN, the ‘see-now, buy-now’ model is more than just a retail innovation — it’s a way to create a more personalized, responsive, and accessible shopping experience,” offers the brand’s founder, Paige Lauren, of her eponymous company. “By quickly meeting demand, reducing overstock, and making collections available globally
Season
RETAIL STRATEGY
PAIGELAUREN
in real-time, brands can foster loyalty and keep up with the evolving needs of parents and children in a fast-paced, trenddriven market.”
It also helps that PAIGELAUREN’s buttery-soft loungewear sets are basically season-less, something that gives the children’s industry an edge. “The model capitalizes on the increasing desire for instant gratification, the ability to track real-time demand, and the need for a more dynamic, customer-focused approach in the rapidly changing baby and toddler fashion space,” she adds. “This agility is essential in maintaining relevance and meeting the expectations of today’s digital-savvy, trend-conscious parents.”
Jodi Gallaer, founder of children’s footwear e-tailer JustShoesforKids.com, has seen a similar trend in footwear. “As far as the buying calendar goes, we have seen a lot of move-
ment towards more casual footwear, even for special events… Mostly we have seen a lot of sneakers,” she says. But even with more casual, three-season styles, Gallaer still buys most of her inventory 6 months in advance. “I fill in as needed, but I want to have the best merchandise for my customers, and I know that if I wait to buy in season that a lot of the styles will not be available,” she explains. “So I want to make sure that I have what my customer wants. It makes the assortment more unique that way. Buying is probably my favorite part of the job.”
Lien Vets has experienced this phenomenon from both sides, as founder of the LA-based, multi-brand Noella Showroom and new athleisure brand Brave Active Co. Vets says that while in Europe, retailers tend to keep the traditional calendar more strictly, in the U.S., buying closer to the season can be advantageous for smaller retailers. “Retailers need to budget and plan ahead, but buying closer to season is preferable for smaller retailers,” she confirms. “It also depends on the products the retailer is buying.” Vets says to consider the following: How quickly can the brand produce? Do they keep stock? Is the product produced overseas, locally, or handmade? Are they trend-driven or timeless? How big is the brand?
The key, she says, is to leave room for immediates to provide added flexibility: “If sales are great, you buy more in season. If a trend pops up, or if you see something that would be great for your customer, you can jump on it.”
Vets’s new brand, Brave Active Co., is a good example of this newfound agility. “We have a DTC model with some wholesale mixed in right now,” she explains. “We’re new to the market and don’t adhere to the traditional calendar, as the product lends itself to all seasons, depending on where you live. As we grow and develop more product SKUs, such as jackets for instance, we’ll be bound by the season more.”
Christina Connelly, founder of New York–based children’s boutique Tutti, and winner of the Earnshaw’s Kids 2024 Retailer of the Year, agrees that the best strategy is to adhere to the traditional buying calendar, while leaving room for buying within the season. “You can forecast the trends and have an idea, but we buy a lot in-season as well,” she says, adding, “What’s trending right at this moment?”
Cristiano is wearing a Yell-Oh! Crew over BonTon button-down, a Molo hat, and Oilily pants; soft toy leopard is by Stei
Christian rocks a Billieblush jacket, Wynken sweatshirt, and pants by The Campamento; shoes are by Oomphies
Opposite: Carissa poses with her Jellycat ducklings wearing a Hatley raincoat, MIA New York sweater, Molo pants, and XTRATUF rain boots.
Finley snuggles a Jellycat teddy bear; she is wearing a Molo hat, Bon-Ton vest and sweater; her dress is by Tartine et Chocolat; leggings are Wheat Opposite: Brooklyn’s dress and bag are by Mayoral; she wears a Boboli jacket, Tumble N Dry scarf, and Florsheim shoes; her tights are We Love Colors
Carissa wears Zadig & Voltaire pants and sweater, a Levi’s jacket, and Florsheim loafers.
Opposite: Celina wears a scarf and hat by The Campamento, a 100% Gumdrop gold necklace, and a jumpsuit and crew-neck by The Animals Observatory; her boots are by Durango; teddy bear is Stei
Finley poses with her Jellycat octopus; she wears a Hatley jacket, 100% Gumdrop necklace, MarMar dress, leggings by The Campamento, and Mini Melissa boots. Opposite: Celina balances a Stei piggy on her head, wearing a Molo beanie, AO76 windbreaker, and Scotch & Soda coat.
Photography by Zoe Adlersberg/ See Management; styling by Mariah Walker/Art Department NYC; hair and makeup by Susan Donoghue/Honey Artists. Special thanks to Generation Model Management and Zuri Agency. Shot in Yello Studio, Brooklyn.
Mix
Master
At
Wild Plains in Leawood, KS,
an excellent brand assortment and meticulous visual merchandising is spelling success.
BY ANN LOYND BURTON
WHEN WILD PLAINS owner Kristie Pettibone had her now 4-year-old son, she was disappointed by the lack of cute boy clothes available in her area. “There were only a couple of kids’ stores in Kansas City,” she remembers, adding, “They were either really fancy…or Target.” Pettibone saw a hole in the market for that in-between offering: everyday, adorable clothes for kids that are both aesthetically pleasing and functional. She put her background in graphic design and visual merchandising — Pettibone ran a business designing store display windows
RETAIL PROFILE
around the area — to use in laying out the boutique. “I thought of the idea to visually divide the store down the middle: prints and patterns on one side and neutrals on the other,” she says. Since opening in May of 2024, Wild Plains
Atlanta, Georgia
678-249-9293
wholesale.monami-designs.com
has been embraced by the surrounding community in Leawood, KS, a desirable suburb of Kansas City. (Famous residents include Travis Kelce and Patrick Mahomes.)
Pettibone says consumers are particularly drawn to her brand assortment, mostly European and Australian brands with quality construction and mindful fabrics (her son has sensitive skin, another obstacle her family faced when sourcing kids’ clothing). Prior to opening her own store, Pettibone often drove to out-of-state boutiques, like Minnows Kids in Park City, UT, to source such brands as Tiny Tribe, Splendid, and Me & Henry.
“I knew these boy brands that I loved weren’t in Kansas City, and I wanted to bring them here,” she remembers. To keep her offering fresh and cutting-edge, Pettibone visits as many industry markets as possible, including Dallas and Playtime. She’s noticed Australian brands are leading the pack when it comes to tween girl clothes, for example. “I just discovered a brand called Marlo Kids, out of Australia,” she adds. “My best sellers are often from Australian brands — good price point, bright colors, great fabrics.”
Carrying a brand assortment that can’t be found elsewhere locally has helped form Wild Plains into a retail destination. Pettibone has also incorporated a kids’ lounge in the store so that a visit is fun for the littles as well. “I have a play-on Jeep for kids to enjoy, and I host imaginary playtime for kids and book clubs in the lounge,” she notes.
“The store is located in a shopping center next to a restaurant and a Catholic school, where my son goes,
and the surrounding community has been so supportive.”
To draw consumers from broader locations, Pettibone is in the process of developing online sales. “So many people, especially boy moms, say what we’re offering is so needed,” she says, adding, “Often, you have to find it online. That’s why I go to market to see and feel the quality for them.”
In-store, Pettibone uses her merchandising know-how to create an atmosphere that feels upbeat without being overwhelming. Her displays strike a balance between stark and minimal and the often oversaturated colors and lights found in the kids’ industry. “Kids are often in here running around the place, including mine,” she notes. “The floor is open, so they’re not going to run into a rack. You can see mom shopping right from the lounge area, which is built from plywood and inspired by stalks of wheat from the Kansas plains.”
The store is so well thought-out, in fact, that it just won an architectural design award from The American Institute of Architects of Kansas City. “When I would go shopping with my mom as a kid, there were couches everywhere,” she remembers. “We’d stay in a store forever and hang out and play. That’s what I want to bring back.”
Luxury Peruvian Pima Cotton
FINAL CUT Beauty in Beige
Pantone’s Mocha Mousse
is a win for the aesthetic parent.
IN THE CHILDREN’S industry, the aesthetic debate is far from new. ere are o en two camps: “Kids should dress presentably and look good,” versus, “Let them be kids.” Children’s fashion has o en swung between bright, sparkly everything to muted and subdued hues that are less stimulating for both parent and tot.
In recent years, the aesthetic parent has gained traction on social media, with everything from the woodentoy movement to aesthetically pleasing, spray-paint makeovers for Little Tikes Cozy Coupes and the like. Enter Pantone’s Color of the Year 2025: Mocha Mousse. is warm hue lies somewhere between brown and beige, suggesting a cup of co ee or delicious piece of milk chocolate.
It suggests a return to uniformity in fashion and acknowledges the quiet luxury movement. “Sophisticated and lush, yet at the same time an unpretentious classic, PANTONE 17-1230 Mocha Mousse extends our perceptions of the browns from being humble and grounded to embrace aspirational and luxe,” con rms Leatrice Eiseman, Executive Director Pantone Color Institute. Of course, kids will always want to wear color, but you might see more and more parents embracing a natural palette in the year ahead.
