Earnshaw's Magazine | October 2016

B A B Y B A L B O A’ S N O E L P E P Y S • U LT I M AT E G E A R G U I D E • S TAT E O F T H E M AT E R N I T Y M A R K E T

VOLUME 100 NUMBER 9

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O C T O B E R 2016 CONTENTS

Noelle Heffernan Publisher Kristin Young Editor-in-Chief Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Emily Beckman Associate Editor Mariah Walker Contributing Fashion Editor ADVERTISING Caroline Diaco Group Publisher Jennifer Craig Special Accounts Manager PRODUCTION Katie Belloff Associate Art Director Production Manager Mike Hoff Webmaster

PAGE 34

Allison Kastner Operations Manager Bruce Sprague Circulation Director CONTACT INFO

F E ATU RE S 10 Gear Up Stock your shelves with some of the best baby gear on the market.

16 Carry On Baby Balboa Founder Noel Pepys talks baby gear, baby safety and giving back.

D E PA RT ME N TS 4 Editor’s Note 8 Hot-Button Issue 20 Trend Watch 32 Up Close 36 New Resources

FASH I ON

38 Licensing News

This page: Ruffle Butts one-piece, Baby Bling headband.

On cover: Little Italy one-piece.

Photography by Molly Magnuson; styling by Mariah Walker/Art Department NY; props by Cecilia Elguero/Kate Ryan, Inc.

40 Parting Shot 22 Welcome to the Jungle Spring ’17 trends emerge in tropical flora and wild fauna.

Correction: The September issue misidentified a pair of bone-and-navy oxford shoes on page 26. They are by Florsheim.

Sales/Editorial Offices 135 West 20th Street Suite 402 New York, NY 10011 Tel: (646) 278-1550 Fax: (646) 278-1553 advertising@9threads.com editorialrequests@ 9threads.com Circulation Office 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 circulation@9threads.com CORPORATE 9Threads 26202 Detroit Road, #300 Westlake, OH 44145 Tel: (440) 871-1300 Xen Zapis, Chairman Lee Zapis, President Rich Bongorno, CFO Debbie Grim, Controller

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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layette playwear outerwear bath bedding gifts accessories

bonbebe.com

EDITOR’S NOTE

Oh, Baby!

I

’ve been a journalist my entire career, but most of my experience has been in the womenswear industry. Since I’ve worked at Earnshaw’s, I’ve learned a great many new things. Children’s fashion shows, for example, are quite different from their adult counterparts. It’s a bit like herding cats; you’re lucky if the child walks to the end of the runway or doesn’t run off to play with a balloon. Working with babies poses an even greater challenge. One of our editors explained to me how indicative a photo shoot’s outcome is depending on the mood of its mini models. If the baby is cranky, the shoot stops for a nap. If an infant is hungry, the crew has to wait. To that end, an extra level of appreciation is called for when turning to cherubic fashion spread “Welcome to the Jungle,” on page 22.

In regard to keeping our baby community as happy as can be, the October issue—the infant issue—profiles some of the best gear on the market, from tech-forward music devices for babies in utero to the latest in baby strollers, slings and sleep aids. For top market picks for 2017, check out “Gear Up,” our comprehensive gear guide found on page 10. In addition, this month’s Q&A, on page 16, talks baby gear with Balboa Baby Founder Noel Pepys, highlighting his journey in the business since he was, ahem, a baby. And, to be as thorough as possible,

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we’ve also explored the maternity market, on page 8, noting that expectant women are increasingly calling for fashionforward items they can wear long after their pregnancy.

In brief, one thing parents, manufacturers and retailers alike strive for is to provide the best experience for babies.

As we’ve all come to discover, when we were babies (though we may not consciously remember it), we were little sponges.

Up until a child turns 3-years-old, his or her brain is making 700 new connections every second, according to the Center on the Developing Child at Harvard University. Those connections mean a child is rapidly learning, second by second, all facets of skills needed to navigate their lives. They are soaking up their new world and, consequently, the gear, toys and clothing parents expose them to matters.

KRISTIN YOUNG k ri s ti n .yo u n g @ 9 t h r e a d s . co m

Grandma Bait!

Come see the newest additions to our baby collection at the ABC show.

Support for All Momkind®

Apparel

Plush Toys

Blankets

Visit Boppy Booth #200

created under license by

1800-4-RAJ?K@ www.rashtiandrashti.com ©2016 The Boppy Company, LLC. Boppy® and the Boppy logos are trademarks or registered trademarks of The Boppy Company, LLC in the U.S. and other countries.

Manufactured under license by Rashti & Rashti. Rashti & Rashti is a registered trademark of HJ Rashti & Co. , Inc.

SMALL TALK

Tummy Tunes By the third trimester of pregnancy, the fetal auditory system has reached full development, allowing a baby to detect changes in auditory stimuli before entering the world. From mom’s voice to Mozart, some medical studies suggest sound as a key tool in making an impression on baby while he or she is still just a bun in the oven.

Reports indicate that when music or voice messages are played repeatedly throughout pregnancy, the same tunes can be used post-birth as a way to soothe a fussy infant.

Unsurprisingly, this hot topic has spurred a trickledown effect in the baby gear aisle with a series of innovative prenatal music devices. If they aren’t on your shelves already, here are a few options expecting moms will love.

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

Baby Beats Bellybuds: The days of stretching headphones over a growing bump are no more. Meet Bellybuds, earbuds that allow mom and baby to listen to music together. The easy-to-use device incorporates a volume limiter and speakers with a max power output that guarantees sound will be played at a safe level (never louder than the sound of a mother’s own internal heartbeat). The low-profile concave design and silicone shell simultaneously direct sound toward the belly while dampening ambient audio to allow for discreet use in public. In addition, the SafeBond adhesives are a medical grade hydrogel, making them safe for skin as well as reusable. (msrp $49.99, www.wavhello.com)

Listen In

Babypod: This safe and easy-to-use speaker allows mom to deliver messages and music with the most direct proximity to the baby. The small device is inserted simi-

Surround Sound Ritmo Pregnancy Audio Belt: Made from stretchy Spandex fabric that doubles as a support belt, this audio belt integrates seamlessly with mom’s mp3 player, iPod or smartphone. The belt’s technology analyzes patterns in her music to deliver sound at a safe and comfortable level for baby, depending on his or her particular stage in development. The belt provides a 360-degree listening experience and, when paired with the audio-enhancing features of the Advanced Audio Controller, delivers quality sound no matter how the baby is positioned. (Wholesale price $48, www.ritmopregnancy.com)

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larly to a tampon, making for clear internal communication no matter the outside environment. Also, Babypod’s free app makes it easy for parents to record personal messages for babies to hear prior to birth. Made of hypoallergenic silicone, the company recommends 10- to 20-minute intervals once or twice per day so as not to disturb the baby’s sleep cycle. (msrp $140, www. babypod.net)

H O T- B U T T O N I S S U E

Maternity Mindset PREGNANT WOMEN SEEK STYLE AND VERSATILITY. BY KRISTIN YOUNG

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the action. The report states brick-andmortar can expect these type of challenges through 2021. Beyond that, we start to see some optimism. The economic recovery will continue, the report states, and with it consumer sentiment and disposal income will improve and support growth in the future.

In the meantime, stores and manufacturers have shifted their strategies to accommodate the demands of today’s customer— older ,and who generally has more disposable income thanks to her or her spouse’s stage in career.

Séraphine, the maternity clothing designer and retailer favored by the Duchess (she was famously photographed in that fuchsia wrap dress which prompted it to sell out in a matter of hours) has been in the U.S. for three-and-a-half years with two stores in New York and has been received here with enthusiasm, according to Creative Director and Founder Cecile Reinaud. Séraphine generally targets trendy, classic and sporty lifestyles.

The London-based company plans to roll out 10 more stores in the U.S. within the next three years, anticipating locations in Connecticut, Los Angeles and San Francisco.

When asked what’s behind her company’s success, Reinaud says celebrities are indeed paving the way. “The whole notion of pregnancy; women dream of wanting to look good and to look nice in pictures,” she

Black dress by Séraphine

explains. “It’s a very positive trend.”

One new trend Reinaud has noticed is that celebrities have been pushing nursing. Gisele Bundchen, in particular, has been very vocal about the pros of nursing, including health and bonding opportunities. To that end, the company has been creating various designs that enable moms to discreetly feed their babies.

Isreal Vahaba, founder and vice president of Izzy Maternity in Atlanta, has made inroads thanks to bumping up the level of style in his assortment. He remembers a time when maternity clothing silhouettes were either empire, bubble or A-line. “Today, it’s a whole new ballgame,” he says. “They want whatever is in ready-to-wear with a little more room in the bust and the tummy.

They want whatever’s in fashion—the color, fabric and details.” Vahaba says his inventory—an average sale is $128—is so fashion-forward, he attracts non-pregnant customers on a regular basis. “Our customer is professional or married to someone >39

P H OTO G R A P H Y CO U R T E SY O F S E R A P H I N E

T

AKE A HIKE, bows and empire waists: Today’s expectant women want fitted, stylish, versatile clothing they can wear long after giving birth.

Taking cues from photographs they see of Kim Kardashian wearing an ultra sheer Givenchy lace dress at the height of her baby bump days with Saint or the Duchess of Cambridge wearing a fuchsia wrap dress

by Séraphine post the birth of Prince George, maternity customers don’t want to simply cover up their bump, they want to enhance it.

“You don’t need to dress like the baby or a grandmother when you’re pregnant,” emphasizes Austin Ross, web and PR manager for Mom’s the Word with three stores in Los Angeles, Palo Alto, Calif., and San Francisco. “So much of maternity is very baby-ish or matronly. It’s just bad. We don’t believe in that.”

The past five years have been a struggle for many maternity companies. According to the industry market research firm IBISWorld, annual growth from 2011 to 2016 weighed in at a tepid 0.2 percent. Maternity accounts for about $2 billion in revenue each year.

Birth rates have been flat and demand for maternity has not risen significantly to offset the losses brought on by the recession, the report noted. Add to that many families’ delaying decisions to have children and competition from online retailers, as well as mass discount stores getting into

Stock your shelves with the stylish and innovative baby gear of 2017.

G RAB BAG With stay-at-home dads on the rise, retailers must address the need for products that cater to a man’s sense of style. Here to help tone down the frills and florals is Diaper Dude, a brand born from the idea that “fatherhood doesn’t have to be complicated or uncool.”

Instead of carrying baby accessories around in a gym bag or backpack, Founder Chris Pegula created a line of masculine diaper bags with functionality and style equivalent to moms’ trendy totes. Debuted in August, the Diaper Dude Messenger III Courier Bag features a large main compartment and three front pockets, as well as insulated bottle pockets on both sides and a padded mesh back panel. The new macho style comes in a versatile dark gray colorway with a coordinating changing pad. (diaperdude.com, Wholesale price $49) Eco-chic customers will rejoice over the Green Label Hobo Bag by Lässig, new for 2017. Made from recycled polyester, or PET, the earthy diaper bag features a roomy main compartment with thoughtfully-designed pockets and accessories like removable pouches for coins, makeup, baby food jars or wipes. Also included are stroller hooks, an adjustable shoulder strap and a water-repellant changing mat.

“The Green Label Hobo Bag is unique in the sense of design,” says Co-Founder Claudia Lässig. “This line is popular for the eco-conscious and modern parent because no longer do they have to sacrifice style for sustainability.” Available now in rosewood and gray. (lassigusa.com, msrp $179.99)

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Designer or diaper? It’s a tough call when it comes to the JJ Cole Caprice Diaper Bag. Available for preorder, the bag sports a spacious interior with several organizational compartments and a washable changing pad. “The JJ Cole Caprice Diaper Bag allows moms to look effortlessly chic, while staying organized,” said Jen Pondel, director of specialty brands at TOMY International.

“The bag has eleven pockets inside and out, which means the bag is not only super stylish but also fully functional.” Zipper exterior pockets allow for safe and easy wallet or cell phone storage, while insulated side bottle pockets keep baby’s next meal fresh and ready. Fusing convenience and safety with high style, the bag’s removable and adjustable shoulder strap gives mom the flexibility to sling it over her shoulder, carry it like a tote or even attach it to the stroller with complimentary Grips™ stroller attachments. (jjcolecollections. com , msrp $69.99)

children’s world

ON THE MOVE

Apparel | Accessories | Shoes | Gifts Décor | Maternity | Juvenile Products

Get charged up for 4moms Moxi stroller: the first stroller to enable “power on board” features with the help of power-generating wheels that charge with movement. Parents can charge any mobile device via the stroller’s usb port, as well as track temperature, time, distance, speed and battery levels via an lcd screen. The Moxi also illuminates pathways with both headlights and taillights for night visibility. And, for fitness fanatics, the stroller monitors steps and calories burned in conjunction with the 4moms app. Designed for infants to children up to 55 pounds, the stroller is compatible with a variety of infant car seats (including the 4moms self-installing car seat). Just released at retail this month, the new stroller also comes complete with a dashboard bag, canopy, frontwheel swivel locks and a flip-flop-friendly brake. (4moms.com, msrp $699.99)

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October 6 –10, 2016 TEMPORARIES

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February 1– 5, 2017 TEMPORARIES

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CLOCK WISE STA RTING ON LEF T: L i v ie a nd Luc a, Le mon Love s L ime, A nd y a nd Eva n, Sna pp e r Ro c k

Introducing the BabyHome VidaPlus 4-in-1 travel system—the only stroller capable of adapting to all baby and toddler stages, including day one carrycot (newborn to 6 months), reversible toddler seat (6 months to 33 pounds), car seat (newborn to 28 pounds) and lightweight stroller (newborn to 55 pounds). The VidaPlus was the company’s response to a growing demand for more convenience and efficiency without neglecting commitment to product design excellence. New for 2017, customers will love VidaPlus’ sleek and simple design that includes a highquality aluminum structure, height-adjustable handlebar, large storage basket, compact folding capability and washable fabric. (babyhome.es, msrp $599)

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Designed with active families in mind, the Entourage by Austlen Baby Co. is exceeding in versatility and storage capacity rankings across the stroller market. Released at retail this month, the patented design has a simple one-handed expandable frame with three positions that enable multi-child configurations and the ability to carry large items, such as ice chests, shade canopies, pool inflatables and even luggage.

The Entourage has already received accolades for its incredible flexibility and storage capacity like the Juvenile Products Manufacturers Association (jpma) Innovation Award for “Best in Show” at the 2015 abc Kids Expo. “Like many parents, I found that strollers never had enough storage and flexibility for my family’s active lifestyle,” said Leslie Stiba, ceo and cofounder. “It’s been a pleasure working with a great team to solve this common parenting dilemma with a product that marries high concept and elegant design.” (austlen. com, msrp $849.99)

SAFETY FIRST

Partnering with voxx Corporation, Project Nursery debuted a high-definition baby monitoring system that allows parents to check in on baby using a secure encrypted connection on two chic video displays.

The system includes a 5-inch parent unit, portable mini monitor and an accompanying camera unit with pan, tilt and zoom capabilities. The parent unit features a user-friendly interface that allows parents to check the temperature of the child’s room or to sing a lullaby through the intercom. The system’s mini monitor can even be clipped to a keychain. All devices are wireless and WiFi-free to ensure a reliable connection under any conditions. (projectnursery.com, Wholesale price $299.99)

Offspring

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

West Coast

TeresaStephen 213-623-8155

Caribbean, Latin America & South Florida

Rolando & Ana Hidalgo 305-599-8717

Midwest

Richard Finkelstein & Al Zaiff 847-607-8543

With a growing number of homes and apartments with only a shower available, Primo released a solution to provide a safe and convenient place for parents to bathe baby without a bathtub. Enter the Charli Chair—a unique shower chair for babies that works on any flat surface.

The chair uses a five-point harness to keep little ones safe, with the option of two reclining seat positions to adapt as baby grows from newborn to toddler. In addition, the chair’s adjustable height design eliminates the need to bend over while bathing, so parents can say goodbye to bath time back pain. The chair carries up to 37 pounds and is made with a nonslip seat surface and rubber feet along with corrosion-protected legs for water and rust resistance. (primobaby.com, msrp $139.95)

While most ear thermometers are sterile-lookin with numerous buttons, the new Elmo Smart Ear Thermometer by Kinsa only has one button, one setting and a backlit lcd screen. “There’s no brand in the world that parents and kids trust more than Sesame Street,” says Inder Singh, founder and ceo of Kinsa. “We are thrilled to work together to make caring for sick children easier by offering both guidance and comfort right in their moment of need.” The smartphone-connected thermometer quickly and accurately records sickness details and provides guidance on what to do next. The Kinsa app also can even show common illnesses that are circulating within communities. Better yet, Elmo’s voice comforts kids with sympathetic messages like “sorry you aren’t feeling well” and “feel better soon.” (kinsahealth.com, msrp $59.99)

Southeast

Paul Daubney 404-577-6840

Northeast

Bill & Sandie Ellsworth 781-326-3999

Texas / Southwest

Annette Cardona-Stein 214-637-4446

Mid Atlantic

Mark Wolbranksy 215-364-7906

Western Canada

Jeff Swartz 604-681-1719

International

Nathan A. Mamiye 212-216-6008

ABC KIDS EXPO Las Vegas OCT. 18 - 21

COMFORT ZONE

CONFERENCE • TRADE SHOW • CONSUMER DAY

Be a part of the only juvenile products industry event in North America that combines an educational conference, trade show and consumer day into a single venue.

REGISTRATION OPENS THIS WINTER. Visit www.JPMABabyShow.org for more information.

Meet The Nursie: the latest solution for arm discomfort during breastfeeding. The Nursie is a pillow that slips onto the forearm and is made from soft washable fabric. The product is even travel-friendly enough to to fit inside a diaper bag.

“The Nursie is revolutionizing the way mommies feed their babies, especially while on the go,” exclaims Founder Tiffany Meinhart.

Each pillow is made with a 100-percent cotton shell and hypoallergenic staple fiber filler. Available for preorder in a variety of patterns and designs. (thenursie.com, Wholesale price $17)

The DockATot Baby Lounger was created specifically to mimic a snug prenatal atmosphere. The product’s plush cocoonlike design allows for optimal protection and durability with 100-percent cotton, machine-washable covers. New to the U.S., the DockATot Baby Lounger comes in two sizes. The DockATot Deluxe is intended for babies’ newborn to 8 months, suiting activities from tummy time to napping. The DockATot Grand is for tots 9 months to 36 months with bumpers that act as a bed guard, allowing for an easier crib-to-bed transition. In addition, the DockATot recently added the option of a toy arch accessory (shown below) for enhancing playtime. DockATot products are available online at DockATot, Amazon and PishPoshBaby. (dockatot.com, Wholesale prices range from $37 to $175)

Learn more about exhibiting and sponsorship opportunities by contacting

John Hurley at 212.268.3086 or John@TheJPMABabyShowSeries.com

The Anaheim Convention Center

ANAHEIM, CA

MAY 9-13, 2017 JPMABabyShow.org | #JPMABabyShow

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VALUE MEAL

A minimalist chair with a designer edge, the Micuna Ovo City is perfect for sophisticated tots. This high chair combines comfort and safety with elegant design for a smooth blend into any home interior. Ideal for 6 months to 3 years, the Ovo (meaning “egg” in Portuguese) features a removable and washable round tray with raised sides to prevent spills, a footrest and leatherette straps for safety. The legs and frame are made from solid beechwood (adjustable for two heights), and the seat shell is sculptured from molded polyethylene.

As the child grows, the chair evolves; the bottom part of the legs are removable to make a comfortable chair perfect for the dining table or a small desk. Optional fabric seats for added comfort can be purchased separately. Available for preorder, the Ovo will debut in January. (micunausa.com, Wholesale prices from $258 to $276)

Pump up your feeding selection with Lansinoh’s SmartPump. Designed with three customizable pumping styles that mimic baby’s natural feeding patterns for maximized milk production, the Bluetooth-enabled pump communicates with the Lansinoh Baby app to track times and dates of pumping sessions. The app also provides resources from troubleshooting to encouragement, as well as manual options to track baby activities like growth and diaper changes. The pump itself is built with a hygienic, closed system that keeps milk from entering the tubing or motor to prevent mold and bacteria. It also has independently adjustable suction and style modes for maximum comfort, along with a bpa- and bps-free guarantee. Each SmartPump includes an ac adapter or can be used with six aa batteries for on-the-go pumping. (lansinoh.com, msrp $199)

Re-Play infant spoons were designed to complement both feeding baby and baby self-feeding. Re-Play utensils are made from recycled milk jugs, so they are good for both babies and the environment. The material is gentle on mouth and gums but tough on little teeth with an ergonomic grip for easy handling. Upon purchasing the spoon set, customers can mix and match utensils with Re-Play’s plates, bowls and cups to create a vibrant dinnerware set. The length of the utensil handle keeps mom’s hands clean and allows baby to help feed themselves. All products are pvc-, bpa- and phthalate-free.

Each set comes with four infant spoons, including one travel case to keep the spoons clean on-the-go. (re-play. com, Wholesale price $5)

2 0 1 6 O C TO B E R • E A R N S H AW S .C O M

Visit us at the ABC Kids Expo

ORDERS@WUBBANUB.COM (203) 799-7633 WWW.WUBBANUB.COM

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BY KRISTIN YOUNG

Carry On Balboa Baby Founder Noel Pepys on baby gear, baby safety and giving back.

N

OEL PEPYS WAS literally born into the baby business. Like many childrenswear companies, his mother, Shirley Pepys, saw a need in the market and founded Noel Joanna, Inc. (NoJo) the year Noel was born. She teamed up with Dr. William Sears, also known as “America’s pediatrician” and author of 40 books, to create baby products that moms could trust.

Having grown up at NoJo—his mom would often take him to the office with her—Noel was weaned on a regular diet of babies, gear and toys. After selling NoJo to Crown Crafts in 1997, she then teamed up with her son to create Balboa Baby in 2008. Now, taking up where mom left off—Noel bought out Shirley in 2012— Balboa Baby remains rooted in baby gear, specifically baby carriers, nursing covers, shopping cart covers, car seat canopies and bedding. The company’s adjustable slings are particularly popular and the website is filled with step-by-step instructions on how to “wear your baby” as well as safety dos and don’ts. Balboa Baby is carried at specialty stores and major stockists such as Babies “R” Us, Bed Bath & Beyond and even Amazon. Earnshaw’s caught up

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with Noel to find out what has kept him in the baby business all these years. Short answer? It’s in his blood. bbb How did you get started in the business?

My mom started NoJo back in 1970. I was one of the namesakes of the company and her partner, at the time, had a daughter named Joanna. Mom ran NoJo for about 25 years, and then sold it to Crown Crafts. At that time, my sister Renee Pepys Lowe was working for my mom. When my mom sold it, my sister decided to do her own thing as well, and she started CoCaLo. Then about when I started, Renee sold her company to Kid Brands, which unfortunately is no longer with us. It’s been in the family blood forever. I worked with my mom and her company in bedding and then after college, I actually did go to work for apparel company St. John Knits in Irvine.

Stock your shelves with the stylish and innovative baby gear of 2017.

G RAB BAG With stay-at-home dads on the rise, retailers must address the need for products that cater to a man’s sense of style. Here to help tone down the frills and florals is Diaper Dude, a brand born from the idea that “fatherhood doesn’t have to be complicated or uncool.”

Instead of carrying baby accessories around in a gym bag or backpack, Founder Chris Pegula created a line of masculine diaper bags with functionality and style equivalent to moms’ trendy totes. Debuted in August, the Diaper Dude Messenger III Courier Bag features a large main compartment and three front pockets, as well as insulated bottle pockets on both sides and a padded mesh back panel. The new macho style comes in a versatile dark gray colorway with a coordinating changing pad. (diaperdude.com, Wholesale price $49) Eco-chic customers will rejoice over the Green Label Hobo Bag by Lässig, new for 2017. Made from recycled polyester, or PET, the earthy diaper bag features a roomy main compartment with thoughtfully-designed pockets and accessories like removable pouches for coins, makeup, baby food jars or wipes. Also included are stroller hooks, an adjustable shoulder strap and a water-repellant changing mat.

“The Green Label Hobo Bag is unique in the sense of design,” says Co-Founder Claudia Lässig. “This line is popular for the eco-conscious and modern parent because no longer do they have to sacrifice style for sustainability.” Available now in rosewood and gray. (lassigusa.com, msrp $179.99)

10

E A R N S H AW S .C O M • O C TO B E R 2 0 1 6

Designer or diaper? It’s a tough call when it comes to the JJ Cole Caprice Diaper Bag. Available for preorder, the bag sports a spacious interior with several organizational compartments and a washable changing pad. “The JJ Cole Caprice Diaper Bag allows moms to look effortlessly chic, while staying organized,” said Jen Pondel, director of specialty brands at TOMY International.

“The bag has eleven pockets inside and out, which means the bag is not only super stylish but also fully functional.” Zipper exterior pockets allow for safe and easy wallet or cell phone storage, while insulated side bottle pockets keep baby’s next meal fresh and ready. Fusing convenience and safety with high style, the bag’s removable and adjustable shoulder strap gives mom the flexibility to sling it over her shoulder, carry it like a tote or even attach it to the stroller with complimentary Grips™ stroller attachments. (jjcolecollections. com , msrp $69.99)

What are some of the challenges in retail right now?

It’s definitely challenging. Clearly, the number of mom-and-pop shops and the specialty stores have shrunk significantly in our industry. The specialty stores are mostly gone. There’s still a few remaining, but it’s just changed dramatically. Retail in general is extremely tough.

Is it irreparably damaged or do you think it is in a state of transition?

I read something about retail centers becoming like entertainment complexes. They are getting away from straight retail. You basically have to reinvent and engage wholesale as the world turns.

Do you think there’s a general boredom with shopping?

I don’t think it’s boredom. I think some priorities have changed. The younger generation—Millennials—don’t seem to need as much stuff.

If you could change one thing, what would it be? What would be your utopia?

My utopia definitely would be more stores, especially in the baby

industry. There are so few stores to choose from, and we’re all fighting for the same piece of the pie.

What are your primary stockists?

I have Buy Buy Baby, Babies “R” Us, Amazon and Target. Those are four majors. Our price point is a little higher, so we’re not in Walmart or Kmart. I wish there were more bigger players, and I wish there were more specialty stores.

How do you view today’s consumer and today’s moms?

It’s a digital generation. I was in a conference in January. They had a panel of new moms, and the questions were, “How many moms shop at Babies ‘R’ Us?” Out of 10 people, maybe one put her hand up. “How many shop at Buy Buy Baby?” Maybe two hands went up. “How many shop on Amazon?” All 10 hands went up.

What new categories are you considering?

We introduced bedding about two years ago, so that was a big transition push for us. Our main focus right now is all of our different categories and new direction. People love our fashion direc-

tion, and so that’s what we’re going to give them—that is our new knits, new prints, new colors, and so on. Although, we are coming out with a new kind of simplified basics, it’s going to be a new vision. We’re toying around with calling it our new ‘vintage’ collection, because it kind of has a vintage feel. It’s a natural looking fabric, simple stripes, patches for the logo. That’s something we’re working diligently on for the upcoming Spring/Summer ’17 shows.

Where do you see Balboa Baby years from now?

We would like to see it become more of a household name to really get people to understand and focus on our brand.

Let’s talk about your love of philanthropy. What has the company done in that regard?

Every year, we donate to Kids In Distressed Situations (K.I.D.S.), First Candle and La Leche League International. Locally, our family’s been involved with the Orangewood Children’s Foundation for years. Recently with Orangewood, my mom and sister pioneered the Advanced Studies Fund, which supports foster kids through high school. They’re finding ways to help them to get into college, and

100% organic cotton Holiday layette & sleepwear delivering now www.skylarluna.com info@skylarluna.com | 818.647.1382

then beyond that, for advanced degrees. We were always involved with industry charities. It’s just always been part of the company, but more importantly, I grew up in a very charitable family. My brother was adopted, so I was in a foster youth charity. It’s always been a part of who we are.

What are the challenges of running a private company?

While you’re establishing your company and growing, you have limited resources. The one thing I love is the one thing that also keeps me up at night. I’d like to do it all, but there’s only so much I can do. The goal is to get to a point where we can hire more experts and do more.

What’s the secret to you and your mom’s longevity in this industry?

We stay focused on the core. That’s what got us here. Don’t go after some trend, but stay focused on what’s been working and that’s always been our baby carriers. From there, we launched our nursing covers, then car seat canopies and shopping cart covers. Those four items do well for us.•

TREND WATCH

Hidden Agenda

Planet Sea skort

Omamimini top

SWIRLS OR SCHOOLS of fish? Polka dots or eyeballs? Things may not seem as they appear in Spring ’17. Patterns partake in a series of illusions, injecting playful pizzazz into the season’s most trend-right silhouettes. According to Nicole Yee, trend editor at Fashion Snoops, this trickery is an extension of the industry’s routine camouflage.

“Traditional camouflage is an extremely important pattern for kids—especially boys,” Yee reports. “Over the years, it has been naturally tweaked in colorations and disguises other shapes and characters, like animals, into the camouflage pattern.” Here, have a look-see. — Emily Beckman Electrik Kidz bib Marin + Morgan

Art & Eden jumpsuit

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Kidscase shirt

La Queue du Chat dress

Molo dress

Siaomimi dress

Petit Lem outfit

Emile et Ida shirt

Yporqué top with cape

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S PRIN G ’17 T RE N D S EME RGE IN T RO PI C A L F LOR A A N D W I LD FAU NA. PHOTOGR APH Y BY M OLLY M AGNUSON

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ST YLING BY MAR IAH WAL K ER

Kapital K bodysuit, Moon et Miel hat.

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Rockin’ Baby cape, Skylar Luna t-shirt and shorts. Opposite page: Baby Bling headband, Little Me jumpsuit.

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Egg by Susan Lazar top and bloomers.

Opposite page: Frenchie Mini Couture jumpsuit.

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Munster t-shirt, Misha & Puff shorts. Opposite page: Charlie & Gus t-shirt, Little Me pants.

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Molo dress. Opposite page: Art & Eden dress.

Props by Cecilia Elguero/Kate Ryan, Inc. 30

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UP CLOSE

SPRING into 2017

with an advertising & marketing plan in Earnshaw’s.

Tatts & Tots

Contact: Noelle Heffernan for advertising, marketing, mailing, digital and custom publication opportunities at noelle.heffernan@ 9threads.com or (917) 886-6669

Well-known New York tattoo artist teams up with Lucky Jade.

OSEPH ARI ALOI, aka JK5, an edgy New York-based tattoo and graphic artist, with a thick Rizzoli-published book dedicated solely to his work under his belt, is collaborating with a childrenswear company. Lucky Jade, a precious California-based line of toddler and playwear, tapped Aloi to create prints you aren’t likely to forget. Strange bedfellows, perhaps, but the artist and the company joined forces in February and, as Lucky Jade Creative Director and Founder Leslie Pitts puts it, a kind of creative synergy emerged.

“We both have two kids and the timing is perfect for us at this ascending and expansive stage in our lives and careers,” she explains. “We also believe in the cross pollination of our worlds in L.A. and Brooklyn.”

It isn’t the first time Aloi has worked with a fashion company.

His art was recently used by high-end Parisian brand Comme des Garcons and, according to Pitts, the artist had dreamed of collaborating on a kids’ collection for years as he’s inspired by cartoons, Star Wars, Sci-fi, fantasy, music albums and the skate scene.

The result is allover printed modal and cotton baby and toddler playwear, dresses and pants in kids sizes 4 to 12. The skyline of New York is a reoccurring theme with graphic streets complete with yellow cabs adorning everything from onesies to hats and blankets. “The New York skyline is a signature of Lucky Jade,” Pitts notes. And show-now buy-now collection featuring the manipulation of letters and forms is up next.

“Artist/designer/brand collaborations have been around,” she says. “It’s the ones that create something magical through a carefully cultivated process and mutual vision that really stand out with their own presence and identity.” –Kristin Young

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Babe Magnet Magnificent Baby’s magnetized clothing’s quest for staple status.

HY DIDN’T I think of that?” “Why didn’t I have this when my kids were young?” “Does it come in my size?” Those are the three questions Lawrence Scheer and Lauren Levy are asked when a customer discovers the magnet-closures on Magnificent Baby’s wide range of clothes.

The college friends—Scheer, a former securities attorney on Wall Street and Levy, an investment banker—founded the company in 2010 when both needed a career change.

Neither had children nor apparel experience when they had the eureka moment.

“I thought of the idea of Magnificent Baby when I was putting a Velcro bib on my nephew and it was pulling out his red hair,” Levy recalls. “I thought, this stinks. This should be easy.

Why not a magnet?”

The overachieving duo agreed the idea was worth pursuing, putting in two years of research and development and penning a 200-page business plan before securing a loan.

“Everything we did was really self-taught although we had a lot of help from great mentors along the way,” says Scheer.

“We figured there had to be a set of critical steps to follow to get from A to B. We felt confident we could figure it out.”

A hurdle early on was overcoming retailers’ “junk science” suspicions about the adverse effects a magnet could have

on a baby. “Once we had store owners comfortable with it, it took off,” Levy says. Now, the line is carried in more than 1,500 specialty stores as well as Buy Buy Baby and Destination Maternity.

Today, the friends have their own children and the collection has grown to include raincoats, outerwear, fleece and playwear—all featuring the signature magnet enclosures. The partners recently added an eco-friendly component, a soft and stretchy modal collection has bowed for Spring ’17. Sizes range from preemie to 14 and core wholesale prices are $14 to $16. Levy affirms, “Our goal is to have [magnetized clothing] be a staple item in every baby’s wardrobe.” –K.Y.

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UP CLOSE

Story Time Paper Girl’s artistic illustrations and books make a mark.

Designed By A Mom To Stay On

NA BIANCHI turned 40-years-old a few years ago and began asking herself the big questions: “What do I want to do with my life? What do I love the most?”

Her answer? “I love to make drawings, tell stories and play with [kids’] imaginations.”

Up until that point, Bianchi had been an artist and a graphic designer and was responsible for corporate projects like the American Airlines logo. Seven years ago, another big change came into her life: She gave birth to a daughter. Weary of corporate America, those soul-searching questions led Bianchi to create Paper Girl, the now one-and-a-half-year-old girls’ collection with each dress originally illustrated to feature a children’s storybook.

Bianchi starts with a theme for a collection, such as fairies, unicorns or gardens, and writes the stories that are attached to the hangtags. One, entitled The Mighty, Blue Whale, teaches the child that the blue whale is as long as three school buses lined up. Another tells the story of Odette, born to a family of acrobats in Paris and one of the best tightrope walkers in the world.

Bianchi achieves her prints by first creating a watercolor painting and then transferring it to a digital print. One dress

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from a past collection tells the story of a country mouse that has stolen all the seeds in the garden. The garden is inspired by Sandro Botticelli’s famous painting, Primavera.

Inside the pocket, you’ll find a printed stash of seeds tucked away. For Spring ’17, the theme is “Around the World” featuring Bianchi’s favorite foreign images such as Japanese kites and Moroccan mosaics.

“What I love about the digital printing technique is that you don’t lose the watercolor marks, you don’t lose the pencil marks,” she says, noting that after many washes, the prints retain their color density. The dresses, all made in the U.S., are priced at retail between $125 and $142. One of her biggest stockists is Bergdorf Goodman, and the retailer has also commissioned a higher-priced line of embroidered linen dresses.

She is also introducing jumpers that come with a toy in the

pocket for $100, and jersey dresses that retail for $85. Sizes are small (12 months), medium (2 to 4 years) and large (5 to 6 years). She has even embarked on adding one-pieces, dresses and silk scarves for moms, and even envisions adding a home décor down the line.

Paper Girl’s dresses were intentionally designed in A-line silhouettes so the dresses can double as tunics as the girl grows. up “I knew that these pieces had to be simple, beautiful and imaginative,” Bianchi says. “To simplify things by doing a quick drawing or buying fabric that is already printed, or if these dresses are cute but they don’t tell a story, then I’ve lost part of my DNA. Those things I have to stay very true to. This is a lifestyle brand that has to do with discovery, imagination and creativity. I would like to see it as such, as a portal for imagination.” –K.Y.

34 West 33rd St. Ste 1213 NY, NY 10001 (212) 244-2323 www.kissykissyonline.com 2 0 1 6 O C TO B E R • E A R N S H AW S .C O M

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NEW RESOURCES Spring ’17 brings head-to-toe coordination in pint-sized posh.

Bébé Sweeny Tiny tots will be nothing short of trés chic in new brand Bébé Sweeny’s collection of eloquent baby garments and coordinating accessories, including pacifier clips, bibs, swaddles and bunting bags. The Spring ’17 girls’ collection draws inspiration from the city of Grasse on the French Riviera, translated in pearls, rhinestones and embroidered tulle in romantic shades of pink, cream and silver. For boys, the focus is “l’Homme Parisien,” donning peach-finish cotton and poplin emblazoned with edgy details like studs, leather and chest badges. Available in sizes newborn to 4 years, wholesale prices range from $10 to $40. www.bebesweeny.com

www.lemonloveslayette.com email: sales@lemonloveslime.com

Moque With a background as a fabric designer and colorist in Seoul, Moque Founder Hyojung Ahn has always appreciated high-end style. However, when Ahn became a mom, she found it difficult to find children’s clothing that aligned with her sophisticated taste. “My focus for childrenswear is in the fabric, silhouette and fit,” she explains.

“It was extremely difficult to find all three and that is how Moque started.” Moque—a portmanteau of the words “modern” and “unique”—is a New York Citybased brand that designs fun fabrics in distinctive silhouettes, like shift dresses and oversized blouses for girls and leather jackets and contrast-collared shirts for boys. Available in a palette of playful hues from primaries to pastels, the collection wholesales from $20 to $80 and comes in sizes 2T to 16Y. www.moque.us

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nOeser Dutch brand nOeser (meaning “be nutty, be nice” in Dutch) debuted its Spring ’17 collection “Big Fish, Little Fish” at Playtime New York in July. The organic, European-made line drew inspiration from the sea with a collection overflowing with turtles, sharks and stingrays across a palette of ocean blue, coral pink and shark gray hues. The collection is comprised of a large assortment of styles, including breezy summer dresses and chic jumpsuits to collared rompers and balloon shorts. nOeser also offers an array of “mix-and-match” options, allowing kids to easily combine prints for an edgy urban look or round out an oufit with simply beautiful basics. The collection is available from size newborn to 5 years with suggested retail prices of $15 to $61. www.noeser.eu/en

Namoo Eco-friendly children’s shoe brand Namoo (dubbed from the the word “sand” in Australian Aborigine) offers simplistic, versatile styles, all manufactured in Spain. Debuted at Children’s Club in July, the founders presented a line of footwear, from kids’ size 4.5 to juniors’ size 3, that balances comfort, fashion and function at a reasonable price. All styles are handmade and tested against European standards, taking into account the latest trends in color and silhouette. From cute flats to classic slip-ons, Namoo executives stress the importance of choosing soft, flexible and washable materials that adhere to children’s natural movement in order to support developing feet. The colorful Spring ’17 collection wholesales from $13 to $30. www.wearnamoo.com

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LICENSING NEWS

British Char m LAURA ASHLEY’S LITTLEST customers are about to have more accessories to don. Thanks to a recent partnership with children’s accessory manufacturer Stepping Stones, Fall ’16 will bring a new collection of hair accessories, hosiery and cold weather gear in sizes newborn to 6X. “We have grown in the children’s category over the past few years so the timing is perfect to introduce accessories to finish off the look brilliantly,” says Stepping Stones President Jack Mehani.

Available in specialty and

department stores, the accessory collection includes everything from headbands and barrettes to elastics and wraps, all inspired by the quintessentially English lifestyle. Baby caps, tights and socks are also in the mix, coordinating with classic Laura Ashley dresses. Additionally, the duo will release a rainwear collection for Spring ‘17, including slickers and umbrellas.

All offerings will wholesale from $2 to $20. For more info, email office@stepstonesny.com —Emily Beckman

Looking Ahead REACHING A TOTAL of nine licensed categories, Little Me continues to expand its portfolio with gusto by adding four new licensees. To start, Nolan Originals is helping combat the cold with infant and toddler hats, mittens and gloves in quilted and knitted styles. Another Fall ’16 addition comes from novelty manufacturer Tri-Coastal, launching a line of gift products next month like storage boxes, photo albums, picture frames, wall art, mugs, stepstools and stationaries. Then, in January 2017, Gund (recognized worldwide for its quality toys for more than 100 years) is offering a new line of plush as well as melamine sets. Lastly, S. Rothschild and Company, Inc., will launch a collection of infant and toddler jackets, prams and snowsuits for boys and girls in Fall ’17. For wholesale pricing and more detail, call Robert Reda of Redasign (the licensing agent for Little Me) at 914-329-5652. —E.B.

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Funky Fun VIVACIOUS TWEEN PRODUCT company Iscream has licensed the art of “upbeat and offbeat” greeting card company Avanti for use on pillows, throw blankets, cosmetic bags, mugs, bowls, trays and more. According to Iscream Vice President Jennifer Mines, Avanti is a well-recognized name with a great consumer base and the nature of its art lends itself to Iscream’s playful product assortment.

“The partnership gives us the opportunity to sell new designs to our customers and new product categories to the Avanti customer,” Mines adds. “The most successful product launches are when you are selling a new product to an existing customer or a successful product to a new customer, and by entering this relationship, we are able to do both.” The new collection wholesales from $5 to $15 and is shipping this month to specialty stores and mass retailers. For details, contact iscream@minespress.com. —E.B.

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H O T- B U T T O N I S S U E

continued from page 8 that’s wealthy. Our designer jeans and tops are $200, our gowns are $500 and, yesterday, I sold a gown for $900.”

Over the years, Vahaba decided to close down two locations to focus on one and upgrade the store’s customer service. Lamenting the glory days of maternity gone by—“I used to be in the business with big fish, now the aquarium is empty”—he nevertheless found a way to stay relevant. “The customers like me,” he says.

Convincing customers to make an investment in maternity comes down to the garment’s multi-end use. In other words, the item has to have more life than just nine months and women want to envision wearing it long after their bumps go down.

“We don’t believe in throwaway clothes,” says Ross, who also notes that non-pregnant women shop his stores. “The most important thing is that you have a pair of maternity pants.” Mom’s the Word carries J. Brand and Paige Denim jeans in exactly the same silhouettes that non-pregnant women wear, except for the added stretch and jersey panels. Other than that, he’s found success with rompers, dresses and tees. “While you’re pregnant, we think you should continue on with your persona style,” he adds. “And the days of tons of fabric is over.

Even people who like to wear flowy things, they’re not lost in yards of fabric.”

In addition, pregnant women are turning to nontraditional collections likeHolicow, which manufacturers 100 percent organic cotton

PUBLISHER’S STATEMENT 1. Publication Title: Earnshaw’s. 2. Publication No.: 0320-0900. 3. Filing Date 9/21/16.

4. Issue Frequency: 10 times per year. No. of Issues Published Annually: 10. 6. Annual Subscription Price: $48. 7. Complete Mailing Address of Known Office of Publication: Symphony Publishing NY, LLC, 135 West 20th Street-Ste 402, New York, NY 10011. 8. Complete Mailing Address of the Headquarters or General Business Office of the Publisher: Symphony Publishing NY, LLC, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145. Contact person: Debbie Grim, (440) 871-1300 ext. 103. 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Noelle Heffernan, 135 West 20th Street-Ste 402, New York, NY 10011; Editor: Kristin Young, 135 West 20th Street-Ste 402, New York, NY 10011; Managing Editor: none. 10. Owner (If owned by a corporation, its name and address must be stated and also immediately thereafter the names and addresses of stockholders owning or holding 1 percent or more of total amount of stock): Symphony Publishing NY, LLC; Leon Zapis, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Maria Wymer, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Donna Thomas, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145; Renee Seybert, 26202 Detroit Rd. Ste. 300, Westlake, OH 44145, Richard Bongorno, 26202 Detroit Rd. Ste 300, Westlake OH 44145 11. Known Bondholders, Mortgages, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. 12. (For Nonprofit Organizations - Does Not Apply) 13. Publication Name: Earnshaw’s. 14. Issue Date for Circulation Data Below: September 2016 15. Extent and Nature of Circulation.

Average No. Copies Each Issue During Preceding 12 Months/Actual No. Copies of Single Issue Published Nearest to Filing Date: a. Total No. Copies : 13,698/12,913 b. Legitimate paid and/or requested distribution: (1) Paid/ Requested Outside-County Mail Subscriptions:. 9,085/8,986 (2) Paid/Requested In-County Subscriptions:.0/0 (3) Sales through dealers and carriers, street vendors, and counter sales:.0/0 (4) Requested copies distributed by other USPS mail classes:.0/0 c. Total Paid and/or Requested Circulation: 9,085/8,986 d. Nonrequested distribution: (1). Outside county nonrequested copies: 2,285/2,115 (2) In County nonrequested copies:.0/0 (3) Nonrequested copies distributed through other USPS mail classes:17/17 (4). Nonrequested copies distributed outside the mail: 2030/1600 e. Total nonrequested distribution: 4,332/3,732 f. Total Distribution: 13,417/12,718 g. Copies not distributed: 281/195 h. Total: 13,698/12,913 i: Percent Paid and/or Requested Circulation: 67.71%/70.65% 16. This Statement of Ownership will be printed in the Oct 2016 issue of this publication.17. I certify that all information furnished on this form is true and complete.

I understand that anyone who furnishes false or misleading information on this form or who omits material or information requested on the form may be subject to criminal sanctions and/or civil sanctions. Debra A. Grim, Controller, 9/21/2016

Camel sweater by Séraphine

one-size-fits-all, Indian handblocked print jumpers, rompers and tunics in Los Angeles.

“Our line wasn’t necessarily maternity,” says Nancy Davis, the company’s partner and director of distribution and sales. “But women began turning to us for it because it’s so loose-fitting.”

Pieces double as other styles as well: For example, harem pants can be pulled up over the bust and worn as a capri jumper and vice versa. “You can wear it throughout your whole pregnancy and even afterwards when you’re not,” she adds. “It’s a good investment. It’s not something that you’re going to spend $80 on and put it in a box until you have another child.”

Introducing

Classifieds Place your ad in one or more of 13 categories, including Help Wanted, Business Opportunities or Real Estate, and your ad will live on our website on a monthly basis. To place an ad, please visit Earnshaws.com.

For more information, please contact Allison Kastner || Marketing Manager 646-278-1510 || allison.kastner@9threads.com.

The go-to place to solve all your childrenswear industry needs!

PARTING SHOT

Peak Interest A makeshift tent made from sheets draped over the kitchen chairs just isn’t cutting it these days with Millennial moms. Enter the chic Teepee Arizona, a bestseller in the U.S. by Spanish brand Nobodinoz. Having debuted the line of chemical-free décor, teepees, huts and kids’ clothing in the U.S. last year, the 10-year-old brand just launched its first e-commerce site stateside last month.

“We didn’t want to compete with our retailers so there’s more of a limited edition of prints and colors online,” says Danielle Delaloye, president of Nobodinoz USA. The Teepee Arizona Green Scales is machine washable and accommodates up to three kids. Made of 100 percent cotton twill, the teepee retails for $199.95. www.usa.nobodinoz.com

P H OTO G R A P H Y BY T R E V E T T M CC A N D L I S S

B Y K R I S T I N YO U N G

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Mid-Atlantic

Mark Wolbranksy 215-364-7906

XPO E S D I K ABC s a Las Veg 21

Oct. 18

CLOTHING FOR THEIR LITTLE WORLD