Merging art and imagination to offer unique clothing for the modern child and mother.
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 brandsRylee + 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.
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 vintageinspired specialty pieces, perfect for life’s most memorable moments.
Bright Moves
Happy hues and ’80s-inspired maximalism light up Spring ’26
TRADE SCHOOL
NAVIGATING MARKET DISRUPTION
VACATION TIME HATLEY MARKS 20 YEARS OF RESORT WEAR
AMERICA ONLINE GROW E-COMMERCE WITH SCALABLE OPTIMIZATION
JULY/AUGUST 2025
FEATURES
16 Fair Trade
As retailers contend with turbulent policy changes, experts look back to basics.
20 Q&A: Resort Season
Hatley marks 20 years in apparel and nearly 40 in gift, still bringing vacation vibes to families everywhere.
22 Electric Youth
What’s current? Bright hues, joyful prints, and creative color blocking make for one hot summer.
Sales/Editorial Of f ices One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244
This page: Divine wears a Boboli two-piece, Wee Ones hair bow, and Izipizi glasses. On the cover: Aubriana rocks a Molo swimsuit and Moio beaded bracelets.
Photography by Zoe Adlersberg/ See Management; styling by Mariah Walker/Art Department NYC; hair and makeup by Clelia Bergonzoli/Ray Brown Pro. Special thanks to Generation Model Management.
Talk Shop
FOR 2025, I made it my New Year’s resolution to shop small and local. So when consumers started boycotting places like Target and Amazon, I was already using them (and other big-box retailers) only as a last resort.
When I ran out of thank-you notes, I dropped into Mellow Monkey, a fun and independently owned gift shop down the street. I stopped buying my dog’s food at Target and started getting him a better quality brand at our local pet store, H3 Pet Supply. And when we needed some birthday party gifts, I took my 2- and 4-year-old kids to Bailey Jaymes Boutique, an expertly curated children’s store a few towns over from us in Fairfield, Connecticut.
I usually budget about $30 for a kid’s gift, and this time I spent about $40 each. For a dear friend’s baby who was turning 1, we picked an adorable (and incredibly soft) romper and a wooden puzzle. For a neighborhood friend turning 3, my daughter was thrilled to pick out a pink, pearl-emblazoned purse and a tulle ballerina skirt that was size 2–6. I felt great knowing the gifts were high quality and would be used for a long time, and there was the added civic bonus of knowing I supported a community business instead of a mega-corporation. What’s $10 for such a benefit?
Though every consumer may not be able to make that distinction, I know I am not alone, with lots of like-minded shoppers looking to support their local businesses. And with tariffs taking aim at fast-fashion retailers like Shein and Temu, we might be heading into a new era where price isn’t
Consumer buying behavior might be changing for the better.
the primary consideration.
“It’s all about the right product, time, place, price… and the right experience,” Retail Strategy Group cofounder Liza Amlani explained to me during our conversation for “Fair Trade” on page 16. “People shop ultra-fast fashion sites for price and trend, but we’re seeing more customers going back into stores. That’s why there is such an investment in physical retail now — there is a delight to that experience.”
As I spoke with Amlani and other industry leaders for this issue, there was a quiet confidence that smoother tides are coming, with big payoffs for those who weather the storm. But that confidence requires trust and partnership between all segments — from the factory to the brand to the retailer and finally the consumer.
We’ve packed this issue with newness to surprise and delight, expert insight, and success stories of businesses crossing big milestones. For our Q&A (page 20), Hatley is marking 20 years in the apparel business and nearly 40 in gift. Our Brand Spotlight (page 34), Paty, is ringing in its 70th birthday. And Ali’s Showroom (page 32) is celebrating 20 years in business connecting brands and retailers out of New York City.
These companies have made it through turbulent times in the past, reminding us that a little grit can go a long way, and that times of disruption are only temporary.
Ann Loynd Burton Editor-in-Chief
Andie Swim and Pink Chicken Debut Mommy-and-Me Capsule
Women’s swimwear brand Andie has teamed up with Pink Chicken to deliver a classic and supportive capsule of bathing suits for mom and daughter. The collaboration features signature suits from each brand: Andie’s Marco One Piece, Kalama Top and High Rise Bikini Bottom, and Pink Chicken’s Livi Suit for girls. The silhouettes wear a charming vintage floral block print in classic blue and red. The girls’ suit retails for $166, and women’s for $128.
Mon Coeur Releases Charitable Capsule
New York–based sustainable brand Mon Coeur released a charitable capsule for summer in collaboration with Billion Oyster Project. The threepiece collection aims to raise awareness for environmental restoration. “At Mon Coeur, we believe in nurturing the planet just as we nurture our children,” offers founder Louise Ulukaya. “Our collaboration with Billion Oyster Project is a celebration of the incredible work they’re doing to restore marine life right here in New York City. This capsule collection is more than just clothing — it’s a conversation starter, a way for kids and families to connect with our estuary, and a reminder that even the smallest hands can make waves. We’re so proud to support a mission that’s rebuilding not only New York Harbor, but also the planet.”
The curated assortment features Mon Coeur’s essential kid’s sweatshirt, T-shirt, and rashguard reimagined with shell-inspired prints, embroidery, and aquatic colorways. The collection retails for $40–$69, and 15% of proceeds benefit Billion Oyster Project.
Top Trends From ABC Kids Expo 2025
In early June, ABC Kids Expo wrapped its 2025 show in Las Vegas, featuring thousands of new products from strollers to car seats and furniture. “We continue to see companies both big and small stepping up their level of innovation,” offers Aaron Pederson, president of All Baby & Child, organizers of ABC Kids Expo. “New products are solving problems, helping to streamline the day to day and overall making parenting a little easier.”
Organizers revealed top trends from the show: animal prints, connected home tech, rust/desert colors, a focus on longevity, grandma chic checkered patterns and florals, innovative travel products, and licensed characters spanning Peanuts to Disney on everything.
Pink Chicken x Andie Swim
Mon Coeur x Billion Oyster Project
ABC Kids Expo
Tiny Trends from Tots to Tweens
Experience a curated showcase of the latest “fun-sized” fashions. Dallas: where children’s style begins. Your one-stop destination for all things kids’ apparel, accessories, and more.
KIDSWORLD
AUGUST 12 - 15, 2025
OCTOBER 21 - 24, 2025
JANUARY 20 - 23, 2026
MARCH 24 - 27, 2026
Pre-Register
Digital Footprint
Eric S. Youngstrom, founder and CEO of Austin-based Onramp Funds, shares his e-commerce expertise on how children’s boutiques can get out of the DMs and into scalable optimization.
Eric S. Youngstrom, founder and CEO of Onramp Funds, an innovative funding provider that supports the growth and scalability of e-commerce businesses
CHILDREN’S RETAILERS
HAVE long been masters of curation, delivering magical, memorable in-store experiences for families at every stage of life. But in an increasingly digitalfirst world, that magic must extend beyond the shop floor. Many children’s boutiques and small brands still rely on direct messages (DMs) or selling through Instagram posts: a strategy born out of necessity, not optimization. While these grassroots methods offer flexibility, they often create friction for customers and burnout for staff. The good news? Moving toward a more robust e-commerce presence doesn’t have to mean added complexity or overhead. With the right approach, it can actually streamline operations, reduce manual work, and fuel meaningful growth.
A Digital Storefront = A 24/7 Salesperson
Think of your online store as your best sales associate available around the clock. Tools like Shopify, Webflow, and Squarespace offer plug-and-play templates that make launching an online store accessible for even the most
non-technical teams. These platforms allow you to upload product photos, manage inventory, set up promotions, and accept secure payments with just a few clicks.
Even if you start with just your most popular or seasonal items, having a formal online presence instantly makes your store more discoverable and shoppable with no extra staff required. And it’s not just about sales. With SEOfriendly pages and integrations with Google Shopping, you’re planting digital roots that help new parents find you even if they’ve never walked past your window display.
DMs Don’t Scale, Automation Does
Every small retailer knows the drill: a shopper DMs to ask about sizing, you reply, they ghost, someone else messages with a question about shipping, and suddenly you’ve lost 45 minutes of your day. Multiply that by a growing following, and it’s clear this model isn’t built to scale.
By contrast, e-commerce tools allow you to automate time-consuming processes:
• Set up back-in-stock alerts for popular items.
• Enable abandoned cart emails to re-engage browsers.
• Offer digital gift cards and promo codes during peak seasons.
• Integrate with your POS so inventory updates in real time.
These small automations can drive significant revenue while reducing your team’s workload, freeing them up to focus on what they do best: creating an incredible brand experience.
Social Media Still Matters, But It’s the Invitation, Not the Transaction Instagram and TikTok are powerful storytelling tools, especially in the children’s space, where visuals matter. But they should funnel shoppers into your online store, not replace it. Use social media to spotlight new arrivals, share behind-the-scenes moments, or highlight customer favorites. Then, use link-in-bio tools like Linktree or Shopify’s Linkpop to send customers directly to product pages, not your DMs.
Your digital storefront gives shoppers confidence. It provides structure, transparency, and professionalism. Plus, features like customer reviews, clear return policies, and shipping estimates help build trust, especially for first-time buyers.
Small But Mighty: Tips to Start Without Overextending
If you’re operating with a lean team, here are three simple
ways to ease into e-commerce:
• Batch content creation: Photograph new arrivals in batches and upload them once a week, not daily.
• Streamline checkout: Use apps that offer Shop Pay, Apple Pay, or Google Pay to reduce cart abandonment.
• Set realistic goals: Don’t aim to replicate your entire store online overnight. Start with 10–15 products and expand based on what resonates.
In today’s market, a modern e-commerce presence is more than a nice-to-have: it’s your best chance at staying competitive, growing sustainably, and meeting your customers where they already are: online, on the go, and on their phones at all hours of the day. The most successful retailers aren’t replacing their in-store magic; they’re extending it. And the tools to do that have never been more accessible.
ON TREND Seeing Spots
Cheeky hearts, animal-inspired speckles, and circular florals redefine the classic polka dot.
Floafers
SheShe
Magnetic Me
Andy & Evan
Milon
Hatley
Lily Bliss
Mila & Rose
Gerber Childrenswear, NY Showroom | 1370 Broadway, 8th Floor, New York, NY 10015
ON TREND Art Class
Summer school is in session with doodled embroidery, painterly patterns, rainbow watercolor, and punchy graphics.
BY
EMILY
KORNYA FOR GLAM Z GALA
Javiera Varas Kids
Lia Lea
Molo
Nanai
Early Sunday
Etta Loves x Walala
Mayoral
Andy & Evan dummy
LouLou Lollipop
SheShe
Oomphies
ON TREND Green Thumb
From mint to moss and every crisp shade of celery in between, this spring’s crop of color is undeniably fresh.
Arquia
Rylee + Cru
Paade Mode
SheShe
Andy & Evan
Little English
Babiators
Billy Loves Audrey
Fair
Trade
As retailers navigate turbulent policy changes, experts look back to basics.
BY ANN LOYND BURTON
SO FAR, 2025 has been a rollercoaster of on-again, off-again tariff policies, budget cuts, and viral “recession indicators” that flag everything reminiscent of 2008 (Lady Gaga’s new hit or another novel by Hunger Games author Suzanne Collins) as signs of economic turmoil. But retailers don’t need memes to point out the pain as they prepare for price increases on the horizon.
“Price hikes are expected…It’s been reported in every publication, announced by retailers like Walmart,” Liza Amlani, principal and co-founder of Retail Strategy Group, says matterof-factly. “It’s not like we can hide from it. No matter what happens with the tariffs, that percentage increase is here to stay.” Never one to dwell on the challenges, Amlani explains that now is a great time for both brands and retailers to audit their businesses. “Really look under the hood…How are you going to market? Where can you innovate the process?” she says. Now more than ever, retailers should be cautious with their
Retailers turn to shows like Atlanta Market (above) and such American-made brands as Paigelauren (left) to diversify offerings.
buys and hyper-local with product assortment. “In many instances, I see the same assortment strategy being given to different parts of the world, which should never be the case,” she says. “It’s about truly understanding regional differences to create the right product assortment.”
Basic Instinct
Amlani returns to the basic rules of retail: the right product, the right time, and the right place. She stresses the need to get out of “panic mode” and really listen to customers. Close the feedback loop quickly and respond. “Now we have tools like AI that will scour social media for comments,” she offers. “Are we taking those comments and quantifying them?”
Andmore CEO Jon Pertchik agrees that traditional business principles are especially important in times of uncertainty. “Retailers should consider their overall business goals,” he explains. “If they believe maintaining a certain price point, aesthetic, or type of merchandise is best for their long-term success, they should adjust sourcing location to maintain the focus on that goal.” If the region itself is the priority, Pertchik says to take production and shipping costs into consideration when pricing merchandising and updating assortment. “Basic, established principles, as well as logic and reason, always win the day,” he adds.
Pertchik also underlines the importance of markets as a highly productive and efficient channel for brands and retailers to do business. “Moreover, markets allow for the community to come together and support each other, to discuss and solve problems together,” he adds. “Markets allow, better than any other channel, for discovery to facilitate buying at the market or enable buyers to follow the market.”
Born in the USA
Amid tariff woe, some brands and retailers are turning an eye toward domestic manufacturing. “Many companies are or will be reacting to the threat of tariffs by moving some consumption to ‘made in America.’ That seems to be a reasonable strategy and will benefit some manufacturers and providers,” Pertchik says. “However, in the long run, the global economy cannot be disconnected because most
products are an amalgamation of components and parts from multiple countries.”
Of course, U.S. manufacturing comes with its challenges, and often, a higher price tag. That’s a balance Caren Veillon, president and lead designer at the Berry-compliant brand, Paty, considers frequently. “The unpredictability of global trade has accelerated a shift toward more localized, resilient production models,” she explains. “For some, U.S. manufacturing is no longer just a branding advantage — it’s a strategic necessity. Of course, reshoring comes with challenges, from infrastructure to labor, but the long-term benefits are becoming harder to ignore.”
Paige Lauren, founder of her eponymous, Californiamade brand, Paigelauren, agrees the benefits of domestic manufacturing outweigh the costs. “We gain more control over lead times, quality assurance, and the ability to respond quickly to market shifts,” she says. “Our customers — both retailers and parents — value transparency and sustainability, which adds long-term value that can’t be measured in dollars alone.”
Her philosophy is in step with Paige Mycoskie, founder of Aviator Nation, a fellow California brand that is made by hand in Los Angeles. Mycoskie started making clothes from her garage before opening a factory nearby where she could keep a close eye on the process. “I worked in the actual factory for a long time, hand in hand with my sewers, teaching them the way I was making the clothes so that the garments could continue to have the handmade look and feel,” she remembers. “Over the years, I have kept the production in California so that I can easily pivot when needed, produce garments at a faster turnaround time, and maintain the best quality possible.”
Incorporating American-made brands into the product mix is a great way for retailers to add surety in these economic times, but it can’t be a one-off solution. Thankfully, Andmore’s Pertchik predicts smoother seas ahead. “I am confident that a ‘new normal’ is around the corner where some modest level of tariffs may be imposed in varying, but not extreme, degrees across the world,” he says. “This will allow for more solid and firm footing upon which to make less reactive and more consistent business decisions.”
Resort Season
After 20 years in apparel and nearly 40 in gift, Hatley’s idyllic vacation vibes are still charming children and parents everywhere.
BY ANN LOYND BURTON
THE YEAR WAS 1986. Ferris Bueller’s Day Off was in theaters and Madonna dominated the radio waves. And in Canada, Alice and John Oldland left their careers in Toronto to relocate their young family to the lakeside hamlet of North Hatley, Québec. There, they opened a gift shop called la Petite Maison Bleue (the Little Blue House), selling aprons emblazoned with Alice’s whimsical animal paintings.
As they grew their business, the Oldlands raised their three sons — Chris, Nick, and Jeremy — to develop a deep love of nature and the idyllic vacation destination that was their hometown. In 1999, the elder Oldlands were looking to retire and offered the keys to their three sons. “In 1999 the business was either going to be closed or we had a shot at it,” Chris remembers. The trio quit their jobs, turning their respective talents to growing the family business, and they soon opened more retail stores throughout North America.
In 2005, the Oldlands designed a premium fashion brand for babies and children named Hatley, which has since grown to include a women’s line. As Hatley celebrates its 20th birthday and Little Blue House approaches 40 years in business, Chris, the eldest brother and co-president, sat down with Earnshaw’s Kids to reflect on how having children inspired the brothers to grow the business, his goals for the future, and his tenacity in navigating current market challenges.
Hatley co-owners, brothers Chris, Nick, and Jeremy Oldland.
Tell me a little about your day-to-day role.
Chris Oldland: I work mainly on the wholesale side of the business, checking in on the sales team and working with boutiques and department stores. We have a sales force throughout Canada, the U.S., the UK, and Europe with independent sales reps in each of those regions, plus some business in Australia. I keep track of what’s going on with the agents and key account managers. This includes a lot of pricing, especially with these tariffs.
And then in the retail division, I look after the locations we pick, analyze profit/loss statements, and decide whether they’re
worth pursuing or not. Nick runs all of design, and Jeremy looks after all of the logistics in finance.
You and your brothers made a big pivot to launch the apparel wing of the business. Tell me about that process.
CO: Before 2005, we were just a gift company, and we were doing some simple adult pajamas. One of our biggest sellers at the time was the Orvis catalog, and they asked to do a mommyand-me line.
Orvis did really well with the (continued on page 37)
Hatley’s Spring ’26 collection elevates athleisure for kids.
Martina poses in a 8 Oak Lane asymmetrical bathing suit, 100% Gumdrop jewelry, and vintage Son & Daughter sunnies.
ELECTRIC
WHAT’S CURRENT? BRIGHT HUES, JOYFUL PRINTS, AND CREATIVE COLOR BLOCKING MAKE FOR ONE HOT SUMMER.
PHOTOGRAPHY BY ZOE ADLERSBERG STYLING BY MARIAH WALKER
Violeta dances to the pool in a color-blocked Andy & Evan swimsuit and 100% Gumdrop necklace. Opposite: Aubriana rocks a tutu bathing suit by Mila & Rose, accessorized with a 100% Gumdrop necklace, Wee Ones hair bow, and Floafers boots with We Love Colors socks.
Divine poses in a Coral & Reef bikini and 100% Gumdrop necklace. Opposite: Yuna’s shimmering bathing suit is by Lison Paris, paired with We Love Colors socks and Skechers sneakers.
Martina styles a Hatley one-piece with Planet Sea pants, Western Chief boots, and Molo cap. Opposite: Yuna wears a butterfly top by Planet Sea
Violeta pairs an Appaman bathing suit with a Mila & Rose jacket, Wee Ones hair bow, Molo sunglasses and Floafers slides.
Opposite: Violeta wears Hurley tank and board short bathing suit with UPF 50, accessorized with Molo glasses.
Photography by Zoe Adlersberg/ See Management; styling by Mariah Walker/Art Department
NYC; hair and makeup by Clelia Bergonzoli/Ray Brown Pro.
Special thanks to Generation Model Management.
Whole Picture The
For 20 years, Ali’s Market has mastered the art of advocating for both brands and retailers.
BY ANN LOYND BURTON
FOR ALI MOROZE , her love affair with the children’s industry started right out of college while working at Two Cat Family in Manhattan for Sheila Weiss, a maven in the business who represented IKKS, Dori hosiery, and Coccoli. “She saw something in me, and said, ‘Learn and you will have your own business one day,’” Moroze remembers. “She wasn’t just a boss. She was a mentor who inspired me throughout my career.”
Weiss’s prophecy turned out to be correct. Moroze left Two Cat Family to try her hand in the corporate marketing world, but another agent representing several domestic children’s brands drew her back into the industry. And when Two Cat Family closed in 2004, Moroze opened Ali’s Market the next year.
Of course, Moroze’s business strategy has grown and evolved in the 20 years since. “I once thought, the more brands I have, the more money, but I don’t think this anymore,” she offers. She has also learned to embrace social media and all that it entails, and welcomes a holistic marketing view that promotes both her brands and the stores that carry them. “I have started consulting both brands and retailers,” she adds. “I love sharing my knowledge while seeing businesses thrive.
I still believe in healthy competition.”
While Moroze believes competition can be good in the marketplace, she doesn’t carry brands that might clash. Finding the right balance of brands for her portfolio is “no exact science,” she says, but she is always on a lookout for newness. Ali’s Market won an Earnie for Best Showroom in 2016, and her brands have been represented in the awards regularly since. “All brands in my showroom are like family, and I don’t pin them against each other. I call it a symphony of childrenswear,” she says. “They all complement each other, and if I lose a brand, I don’t look to replace them. Instead I look to see how I can create more buzz.”
The family feeling is mutual, confirms Nick Cloke, owner of brand and partner KicKee. “Ali’s Market doesn’t just represent our brand, they champion it,” he says. “Ali brings heart and hustle to everything she does and always goes the extra mile — not because it’s expected, but because she truly cares. Her belief in what we create and her tireless support have made her more than a rep. She’s a real part of our team, and we truly consider her like family.”
Indeed, the wholesaler never lets a bump in the road slow her hustle, and that applies to the current market disruptions. Although Moroze believes brands and stores need to come together to survive and thrive, she is bullish about the market’s success. “Boutique brands have been eating costs for quite some time, and they just cannot anymore,” she says. “But the final customer is still interested in shopping, not just online. It’s about the experience — they love seeing newness in the boutiques.”
Moroze believes the industry is at its best when brands and retailers work together, an aspect that she loves as her “middleman” role as wholesaler. “I love my relationship with both the brands I represent and the retailers I sell to,” she says. “I’m very passionate about what I sell, and it’s important for me to make a good sale, not just a sale.” To ensure that happens, she is always communicating with retailers to hear what has been working and not working in their stores.
And after 20 years, Moroze has that delicate balance down to a tee. What’s next for Ali’s Market? “Survive and thrive, and always think outside the box,” Moroze says.
Living Legacy
As heritage apparel and knitwear brand Paty rings in its 70th birthday, its owners refuse to rest on their laurels.
BY ANN LOYND BURTON
TAKING OVER A heritage company is no small undertaking, but Caren and Derrick Veillon were up for the task when they acquired Paty in 2010 from its founder Ruth Abugattas. Abugattas launched the company in 1955 in Lima, Peru before relocating it to Houston in 1971, and the Veillons were determined to honor her legacy while positioning the brand for long-term growth.
“We modernized key areas of the business — from product design and manufacturing efficiency to brand identity and wholesale relationships — all while preserving what made Paty special: our quality, softness, and timeless designs,” Caren Veillon, president and lead designer explains. “We’ve expanded our reach, invested in our people, and em-
braced digital channels, but never at the expense of craftsmanship or care.”
She adds that many of the brand’s original designs are still in the line today, as the company has remained known for its classic knit gowns and take-me-home sets that have been “trusted by generations of families.” While the Veillons consider themselves stewards of a cherished legacy, they have worked to evolve the brand by refining knits, introducing fresh color palettes, and launching seasonal collections.
“Our product range has grown and so has our voice,” adds Caren. “We’re connecting with a new generation of parents through engaging digital and social storytelling, all while continuing to serve as a trusted partner to specialty retail-
Paty co-owners Derrick and Caren Veillon
ers. Earlier this year, we shared a glimpse into the founder’s story in a short interview, now available on our YouTube channel.”
All the while, they’ve preserved the brand’s legacy for hand-crafted quality and American-made production, as well as the soft knits, clean lines, and timeless silhouettes that define Paty. They have also doubled down on the brand’s commitment to being Berry Compliant, which means that from start to finish (or yarn to final stitch, as Caren explains), Paty knit garments are 100% made in the U.S. “This isn’t just a technical standard for us; it’s a core part of our identity,” she adds. “It supports local jobs, ensures consistent quality, and allows us to maintain full visibility over our supply chain.”
That quality is a hallmark feature for the company, which prides itself on creating garments that are built to last. This slow-fashion mindset has resonated from consumers who have worn Paty as babies and are now choosing it for their grandchildren. “That kind of
For unique designs, soft fabric, and affordable pieces, shop Mila & Rose for everyday, everywhere!
Check out some of our summer favorites!
Beach Days Tank Twirl Dress
trust means everything to us,” Caren says. Craftsmanship is poised at center stage for the brand’s SS26 collection, which leans into new lightweight knits and woven fabrics, as well as fresh pastels and elevated basics.
“This season includes thoughtful new details — updated trims, subtle prints, and coordinating accessories — while staying true to our signature look and feel,” Caren adds. “We’re especially excited about our expanded layette offerings, which reflect both tradition and today’s tastes.”
That combination of tradition and evolution is positioning the brand to remain strong through year 70 and beyond. Now, the Veillons say the company is focused on continued growth, “not just in size, but in impact.” That includes investing in their team, exploring new product categories, expanding the brand’s digital presence, and deepening relationships with retailers and consumers. They also plan to deliver more community-driven campaigns that highlight stories behind the brand. “Paty has always been about connection — between families, generations, and traditions — and that’s the legacy we want to carry forward,” Caren says.
Paty is known for its softto-the-touch knitwear.
ACCESSORIES & BEYOND SINCE 2016 www.billylovesaudrey.com
collection, and it was around the same year my first child was born. The other brothers were having children as well, and we were all in a mindset for children’s clothing. Since the Orvis line did so well, we decided to make children’s pajamas. And customers asked, “What else can you make?” We started doing raincoats and then built out a whole fashion collection. We were in the moment of having kids, and as our children grew, it all evolved naturally.
How is the brand inspired by its namesake, North Hatley, Québec?
CO: Hatley is quintessential resort style. It’s the Canadian equivalent to Nantucket. It’s a North American resort aesthetic, so we do a lot of our photo shoots there. In every country we sell in, they think it’s from there. In England, they think we’re a British brand — that look is universal.
We also have a retail store in North Hatley, so you can
imagine when we’re out at the beach club or sailing, we see our swimsuits in action.
work with small production lines; our pajamas are basically handmade. Nothing is automated. With all of our pajamas
And the beautiful thing about boutiques is that customers came back after Covid-19 and thanked them for staying open; they shopped local. Now, customers who have heard enough about the tariffs will say, “I’m willing to get through this.” We know the challenges everyone is facing, and no one wants to see their local children’s boutique fold. They have loyal customers who return every few months. For the resort stores, it’s the same for the tourists who come back season after season.
Everyone will get through this. I think we’re past the worst of it, because now we know what prices are, and we’re in a calm period where people can at least plan the next six months.
What are some of your favorite trends for SS26?
CO: For girls, it’s fashionable dresses — they’re getting more sophisticated and fun. The dresses in our Spring ’26 collection are absolutely beautiful. There are different ways of doing crochet, lots of embroidery. And sequins aren’t going anywhere. They’re doing phenomenal. Also the woven party
dresses you might see in Palm Beach at the beach on your mom, now little girls are wearing them all over the place. The biggest thing that is still growing with us is activewear — gym clothes, pleated tennis skirts, and that Lululemon/ Athleta look is constantly selling out in our stores. It’s what’s being picked up overseas and in Europe, too. For boys, there’s a soccer influence with Premier League–style outfits. It’s more sophisticated.
What’s on the docket for the next 20 years and beyond?
CO: We want to keep doing what we’re doing. We’re hitting all the right spots…we love going to the trade shows, we love selling to boutiques all over the world. The wholesale business isn’t going to change; it’s our bread and butter. We may open a few more stores in resort towns. We’re not really looking for more, just looking to do what we already do better. And we’re bringing in the next generation…my 19-year-old daughter, Sarah, is getting some TikTok scripts ready to pitch to our marketing department right now.
The It Factor
Leading brands are banking on these products to sell out next spring.
Mon Ami Plush Bag Charms
For Spring ’26, Mon Ami is introducing a new collection of pocket-sized plush charms designed to adorn bags, backpacks, or keys. The charms feature a shiny gold lobster clasp that make them easy to attach wherever kids (or grown-ups) choose. Charms retail for $21–$23 and are crafted from 100% polyester with embroidered eyes that make them suitable for all ages. monami-designs.com
Molo Basketball-Inspired Kidswear
Next spring, Molo is taking it to the court. The fashionforward Scandi brand is releasing a mascot jacket and unity jerseys, built upon team spirit and energy. The letterman jacket is emblazoned with a tiger, which is not only a popular mascot but also a symbol of courage and strength. Jerseys start at $45; jacket priced from $165. molo.us
Change-Up Kids Portable Changing Room
The Change-Up Kids portable changing room is the new beach bag necessity, and it’s easily collapsible for comfortable carrying. The smart design, suitable for kids aged 2–10, features an open top for parents to assist and is made from sustainable, water-resistant premium fabrics. And, for every purchase made, the brand donates a portion of proceeds to help fight human trafficking. Two sizes begin at $68. changeupkids.com
Apple Park Bunny’s Garden Collection
This charming collection is inspired by Apple Park’s Bunny’s Garden children’s book. Apparel and toys are from the brand’s ForeverGreen year-round layette and sleepwear line. Also pictured are the non-toxic strawberry and apple crinkle blankies and 100% GOTS-certified organic cotton bunny named Luca. Retail price range is $12–$45; available to ship now from Apple Park’s PA warehouse. appleparkkids.com
