Cool designs for sweet minis The Scandinavian market for children’s clothing is changing. The new kid on the block is SweetMini, offering sleek designs with attitude and bold quotes such as ‘Rock this day’, ‘I feel like Batman’, and ‘The coolest kid in town’. By Malin Norman | Photos: Chelsea White
Stockholm-based sisters Kristin Viitanen and Lena Simlund set up SweetMini a few years ago, born from an urge to provide designs with a difference. “A lot of clothes available in the larger chains look pretty much the same,” says Viitanen. “We wanted something different: simple designs with sleeker patterns and more neutral colours. And you know, black is not only for boys!” The sisters create their own designs and also import their favourite products from abroad for their online portal. The fast-growing company receives orders from customers in Sweden and countries as far away as Australia and Saudi Arabia. SweetMini also uses Instagram to find new designers and collaborators, and of course to update its keen followers. 66 | Issue 87 | April 2016
Onesies with attitude The range of clothes for babies and kids up to size 116 includes onesies, tops, trousers, dresses, skirts, socks and tights, as well as accessories such as hats, bandanas and head bands. “The onesies are super popular!” says Viitanen. Take for example the cool black-and-white striped Little Bandit from Lucky no 7, or the irresistible Free Hugs from Snuglo. SweetMini also caters for kids’ rooms with lightboxes and cute mini lamps shaped as clouds, ice cream cones and apples; clever storage in the form of mini suitcases and boxes in different sizes; cushions, flasks and lunch boxes, creative posters, prints and pennants, and all kinds of toys for the little ones. As with
Photo: SweetMini
the clothes, the theme is unmistakably Scandinavian with sleek lines and mostly neutral colours. Among the brands currently available at SweetMini are A Little Lovely Company, Baby Moo’s, Lucky no 7 and Snuglo. Simlund explains how they regularly bring in new brands: “We prefer the smaller brands, which are completely new to the Scandinavian market. Some of our designers still work from home and their products are pretty much made to order.” This year, SweetMini will further extend their range with new products, including larger sizes for older kids. The sisters are also working on their own collection to be launched later in the year. For more information, please visit: www.sweetmini.se or follow @sweetmini.se on Instagram.