Earnshaw's| October 2020

INFANTS’, GIRLS’ AND BOYS’ WEAR REVIEW

VOLUME 104 ISSUE 7 • OCTOBER 2020 $10.00

super soft and snuggly pajamas + light and breathable bedding =

best sleep of your life

KICKEE HOME kickeepants .com @kickeepants #kickeepants

October 2020 PAGE 24

Noelle Heffernan Publisher Emily Beckman Editor-in-Chief

F E AT U R E S 12 Gear Up for 2021 Parents are prioritizing health, safety and convenience like never before.

By Jamie Grayson 24 Homespun Natual motifs and rustic textures evoke the simplicity and comforts of childhood.

By Emily Beckman

Nancy Campbell Trevett McCandliss Creative Directors EDITORIAL Lauren Parker Executive Editor Mariah Walker Contributing Fashion Editor ADVERTISING Jennifer Craig Special Accounts Manager PRODUCTION Laurie Guptill Production Manager Mike Hoff Webmaster

D E PA RT M E N T S 6 Editor’s Note 8 Scene & Heard 16 Mom Picks 18 Behind the Seams 38 On Trend 40 Designer Chat 42 Final Cut This page: dress by Bailey’s Blossoms.

On cover: oufit by Quincy Mae. Photography supplied by brands.

Bruce Sprague Circulation Director CORPORATE Caroline Diaco VP/Group Publisher Greg Dutter Editorial Director Carroll Dowden Chairman Mark Dowden President & CEO CONTACT INFO Sales/Editorial Offices One Maynard Drive Park Ridge, NJ 07656 Tel: (201) 571-2244

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 Wainscot Media, One Maynard Drive Park Ridge, NJ 07656. 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 Wainscot Media. 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. Wainscot Media will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

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EDITOR’S

NOTE

Fear Not! HALLOWEEN FEELS a lot scarier this year than usual as American families and businesses grapple with how to celebrate safely amid a deadly pandemic. The Centers for Disease Control and Prevention officially advised against trickor-treating, as well as other favorite traditions like costume parties, bobbing for apples, parades, hayrides and haunted houses. Boo-hoo, indeed!

Consumers, however, haven’t completely soured on the sweet holiday. Many are still planning to celebrate—with social distancing in mind. Think home decorations, candy, monster movies, baking pumkin bread and sending out greeting cards.

According to the National Retail Federation, more than 148 million Americans plan to participate in Halloweenrelated fun. Safe at-home activities ranked highest: 53 percent plan to decorate their homes, 46 percent to carve pumpkins and 18 percent to dress up their pet. In fact, consumers are expected to shell out $92.12 on average (compared with $86.27 in 2019) with 30 percent planning to make their purchases online. In total, Halloween-related spending is expected to reach $8.05 billion; that’s only down slightly from $8.78 billion last year. So, hopefully, not too scary.

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Already, I’ve seen some scarygood ideas coming from our industry to boost sales, both in-store and online. Brands have been blogging regularly about how to build unique costumes by mixing and matching products. Retailers are inviting customers to shop virtual Halloween pop-ups and treating patrons with spooktacular window dislays. Many are “going live” on social media for safe activities like ghost story readings and pumpkin carving tutorials. (Please tag Earnshaw’s on Instagram or email me. We’d love to feature your creative efforts and showcase some good news.)

This year has been awash in bad news. It’s been far too terrifying on all accounts. The virus-related deaths, bankruptcies, closures, furloughs, anxiety...How I wish I could cast a spell and make 2020 disappear—powers that I dreamed I possessed when I was a witch-in-training at age 5 (at right). I would be Emily, the good witch!

Here’s to a safe and prosperous Halloween season—and a vaccine!

Yes, Squishable now makes a Pumpkin Spice Latte plush!

I’m obsessed with this Arabian princess costume by Five Loaves Two Fish.

Top 10 Kids’ Costumes for 2020 1 2 3 4 5 6 7 8 9 10

EMILY BECKMAN EDITOR-IN-CHIEF

A throwback to my trick-or-treating days.

Princess Spiderman Superhero Ghost Batman Witch Vampire Frozen (Elsa, Anna) Pumpkin Cat

2020 data from the National Retail Federation

TM

the softest baby blankets, plush, bibs, teethers and more

GooseWaddle.com Check out our buy one give one campaign for more info contact: Brooks Dixon | 252.375.7544 | Brooks@goosewaddle.com

SCENE

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Kidcentral Comes Stateside anadian rep agency Kidcentral is going global. Expanding to U.K. and U.S. markets last year, Kidcentral now represents more than 50 labels across all three of its territories.

“We’re often approached by new vendors, asking us to replicate our successful Canadian partnerships,” says CEO Tammy Zilberberg, a former rep for Robeez before going off on her own in 2001. “The response to our expansion has been phenomenal—especially during a pandemic!”

Fridababy, Wubbanub, Robeez and Philips Avent are just a few of the leading brands in Kidcentral’s rapidly growing portfolio. The most recent U.S. accounts to join the agency include Lulujo, Flapjack Kids, Juddlies Designs and Zoocchini.

After navigating new business remotely for the past few months, Zilberberg says the team is excited to hit the road again in 2021. “With trade shows canceled, our ability to go out and meet everyone in the States was certainly affected,” she says. “Product in person is just such a different experience than seeing it virtually or on a website but, like everyone else, we’re making it work!”

Kidcentral’s secret? “We call it ‘smile and dial,’” Zilberberg laughs, explaining that the team has been picking up the phone constantly these past few months. The agency is also investigating virtual showroom options and new communication technologies that best replicate the one-on-one feeling you get from an in-person appointment. “It’s been a crazy year to expand business, and we’re so thankful for all the support,” Zilberberg says. “We look forward to connecting with more American buyers in the coming months!”

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Stressed out?

Slumberkins’ Alpaca helps calm worries and teach resilience.

Pitter Patter Unmasks Halloween Window

Slumberkins Announces TV Debut Beyond its collection of stuffed animals and storybooks, Slumberkins educates families on emotional wellness through blog posts, social media, a kid-friendly YouTube channel and, starting next year, its first TV show!

The idea to bring its characters to life started when the founders met Halle Stanford, Jim Henson Company’s president of television, at a conference, just a year after the brand launched in 2017. “She is a single working mom, so we naturally connected,” says Co-founder Kelly Oriard. “Together, we envisioned another great way Slumberkins could provide families with support.”

The kids’ series has been sold to a global streamer for release in 2021, but the brand is unable to provide more details at this time. The founders affirm, however, they’re very optimistic about the future.

Having more than 1,600 percent sales growth since its humble beginnings at Northwest craft fairs, the business continues accelerating amid the pandemic. Co-founder Callie Christensen attributes this success to more families finally taking stock in what’s really important: mental health and physical wellness. “We want to be the modern-day Mr. Rogers-meets-Sesame Street!” she says, adding, “At this rate, Slumberkins is on target to become a household name in the next five years.”

Eager to put Summer 2020 behind them, retailers are getting creative with their autumn window displays. One of our favorites so far comes from Pitter Patter Children’s Boutique in Louisville, CO. Inspired by classic musical Little Shop of Horrors, owner Liz Connor collaborated with local florist Kayla Burroughs of Flora & Folly for a spooky set-up sure to grab customers’ attention.

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“It’s innate to our brand’s core values to connect with our community and give back, especially during challenging times.”

CHRISTINA CAMPISI, DIRECTOR OF INTEGRATED MARKETING, ADEN + ANAIS

Aden +Anais Gives Back with LimitedEdition Collection In the spirit of inspiring the importance of community, togetherness and equality at an early age, Aden + Anais, the global baby brand, introduced its “in this together” limited-edition collection. Made from premium percent cotton muslin, the collection includes a swaddle 2-pack and dream blanket available in a palette of cool blues, minty greens, and warm peach tones that highlight hope for a bright and beautiful future. For every product purchased from

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the “in this together” limited-edition collection, Aden + Anais has partnered with United Way of New York City to donate swaddle blankets families in need in New York City, up to $25,000 in retail value.

“It’s innate to our brand’s core values to connect with our community and give back, especially during challenging times,” says Christina Campisi, director of integrated marketing, Aden + Anais. “The ‘in this together’ limited edition collection

celebrates the support we’ve given each other during a critical time, and our hope is that it brings new inspiration to parents and the next generation by introducing baby early on to the ideas of community, togetherness, and equality.”

Both the swaddle 2-pack and dream blanket are available in two hand-drawn prints, Come Together and Mother Earth.

Both products are breathable, versatile and prewashed. The suggested retail price is $32.00 for the swaddle 2-pack and $49.95 for the dream blanket.

“Our NYC community has faced such incredible challenges during the COVID-19 pandemic, and we at United Way of New York City are honored to partner with Aden + Anais on the company’s ‘in this together’ campaign,” says Meaghan Brown, Senior Vice President & Chief Development Officer at United Way of New York City. “As our neighbors face unprecedented levels of food insecurity and unemployment, the funds needed for baby care items are in short supply and these blankets will provide a comfort to both the babies and parents we serve.”

Informa Markets Fashion Highlights Work from FIT Graduates In an especially challenging time to be entering the workforce, Informa Markets Fashion has partnered with the Fashion Institute of Technology (FIT) to highlight to work of this year’s Fashion Design BFA graduates. Live through November 1, the digital exhibition provides the recent grads with exposure to major retailers, brands and industry leaders on the lookout for emerging talent.

The FIT Future of Fashion 2020 Showcase, presented as a dedicated hub within Coterie and Children’s Club digital marketplaces, will feature collections from 75 student designers across five areas of specialization: sportswear, special occasion, knitwear, intimate apparel and childrenswear. Collections will be promoted through a combination of walkthrough videos and design image galleries. Each marketplace is curated by fashion directors including Colleen Sherin, president of Coterie; Tommy Fazio, fashion director at NuOrder; and Danelle Brown, event director at Children’s Club. Additional exposure will include dedicated marketing and social media spotlights.

“With the opportunities and comprehensive reach our digital platform affords this season as the fashion community convenes, we are beyond thrilled to partner with FIT and shine a spotlight on the upcoming talent coming out of the 2020 graduating class,” says Nancy Walsh, president of Informa Markets Fashion. “Our partnership with FIT is the perfect way to take our goal of powering-up brand and product discovery to the next level by giving retailers a peek into the true future of fashion: the next generation of designers.”

The Future of Fashion, annually celebrated at FIT as a live runway show featuring select looks by Fashion Design BFA graduates, was presented this year as a virtual gallery, in response to event restrictions related to Covid-19. In addition to FIT faculty, the designs were judged by

a panel of FIT alumni, including Danielle Bernstein, Ken Downing, Candy Pratts Price, Nicky Hilton Rothschild and Robert Verdi. Prior to the pandemic, students benefitted by mentoring from esteemed designers who served as industry critics covering the five specializations: Reem Acra for special occasion; Dennis Basso, B Michael, Daniel Vosovic, Michael Colovos and Karolina Zmarlak for sportswear; Maggie Bacon for intimate apparel; Jaci Carley and Dushane Noble for knitwear;

and Molly Gambler for childrenswear.

“I have no doubt that this year’s graduates will drive positive industry change and help define the future of fashion,” says Dr. Joyce F. Brown, president of FIT. “To partner with Informa Markets Fashion to further promote FIT to an even larger pool within the fashion community, at a time when connectivity is challenging yet crucial, can really help propel these young designers forward into the next stage of their careers.”

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GEAR GUIDE LET’S PLAY!

Weighing just under 15 pounds, Bugaboo’s Stardust play yard unfolds in one second thanks to the all-in-one design with a built-in mattress. A travel bag is also included to keep it extra clean!

4moms’ Breeze Plus is the play yard that grows with Baby. Featuring a onehanded open/close, the bassinet holds 18 pounds, and the changer (which flips up and down as needed) holds 25 pounds.

There’s also a convertible mattress, which transforms from bassinet- to play yardsize in one zip!

The Essentials Parents are prioritizing health, safety and convenience like never before. Here’s a few suggestions to help them gear up for 2021. By Jamie Grayson

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HIT THE ROAD

The Clek Liingo is a baseless car seat, engineered with LATCH connectors directly on the carrier. Weighing only nine pounds, the Liingo is compatible with most popular stroller brands and has a one-handed quick release for removing the seat from the stroller. Its newborn body support system ensures safe positioning, while the SPF 100+ adjustable canopy with a mesh peekaboo window provides sun protection, enhanced airflow and better visibility.

A car seat worn as a crossbody? No, you’re not dreaming. Meet Maxi-Cosi’s Coral XP. Launched to the European market in 2019, the seat has come to the U.S. Weighing only five pounds, the car seat’s removable inner shell can be carried with retractable side handles or with a crossbody strap.

Britax has expanded its SafeWash fabric across its entire line of car seats. This means covers can be easily machinewashed and dried—a great feature as parents prioritize hygiene!

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GEAR GUIDE A stroller wagon is the new “It” gear item, and Larktale’s Caravan is a prime example. Featuring a compact fold, a footwell and reclining seats, the Caravan is a parent’s tailgating and park-going stroller of dreams.

TAKE A STROLL

Joolz is launching an updated version of its Hub stroller, the Hub+. This model includes new wheels, integrated LED lights for nighttime strolls, a freestanding fold and a lifetime warrantee. The Hub+ is going to be a great contender for city markets, as well as parents who just want a trendy travel stroller.

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The Mixx Next is the latest in Nuna’s line of strollers. It includes a much-improved four-wheel-suspension and a more compact fold. This fold also allows it to stand when collapsed for convenience in tight spaces. The ring adapter for the Pipa car seat series is also included.

CARRIED AWAY Ergobaby’s Omni 360 is an all-in-one, newborn-ready carrier with soft, antimicrobial fabric. The carrier grows with Baby from infancy to 48 months, offering all carry positions. It also has lumbar support for extra comfort.

The Silicone Steam Sterilizer Bag from Evenflo is a reusable sterilization bag for bottles, pump parts, pacifiers, teethers and other items that easily collect germs. It can also be used to hold snacks.

FEEDING TIME

Perfect for the home, office or nursery, Uber Appliance’s portable thermo-electric mini fridge keeps formula or breastmilk readyto-serve within an arm’s reach.

The fridge includes a removable food shelf for extra storage and comes with home and car electric plug-ins, as well as automatic temperature control.

M O M P I C KS

Meet the Mom Stuart Brazell Producer, Blogger and Content Creator Los Angeles, CA Mother to: Asher Tristan (2 years) and Xander Leo (1 month)

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The Baby Dream Machine is a humidifier, sound machine and nightlight with red-light therapy and aromatherapy— a.k.a. a godsend.

JuJuBe just released a Wonder Woman limited-edition print. Looks great on the B.F.F. bag!

Tiny Twinkle bibs are great quality with the cutest designs.

I’m a terrible ‘swaddler,’ but the ease of the Breathable Baby Active Swaddle Blanket has given me hope!

Family-owned and made in Brazil, Simply Nursery pieces are crafted from eco-friendly, solid wood. I just chose the Noah Collection for Xander and received fantastic customer service!

So obsessed with DockATot’s new Cali-cool print!

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SEAMS : APPAREL

Milktology Celebrates Humankind In a year filled with epic adversity and angst, Andrea Jaimes, graphic and fashion designer for Milktology, was determined to use her platform to celebrate the beauty of humankind. The innovative designer recently launched (for Spring/Summer 2021) the “We are Humans” apparel collection, spanning the innocence of newborn babies to the wisdom of centenarians that celebrate our individual differences while reminding us of the power and beauty of the human race.

In this collection, there are rainbows depicting a glorious spectrum of the world’s skin tones, as well as families of different cultures dancing together.

The designs are uplifting and inspiring.

“Challenging times bring us new ways of inspiration and creativity,” Jaimes says. “This is

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Love WIns: Sometimes the best inspiration comes from adversity.

the most important collection we’ve released to date.”

Using watercolors to create wonderous palettes of individuals from around the world, Jaimes addresses four key areas

of interest: The People We Know; My Eyes; I Live Here; and We are a Rainbow of Colors.

While there isn’t really a silver lining to a deadly global pandemic, Jaimes says work-

ing on something uplifting and positive offered a temporary escape from all the pain and suffering. “This collection came from a place of love, hope and intention,” she says.

Each garment is crafted from a soft cotton, which is 100 percent Oeko-tek-certified, lightweight and only colored with natural dyes. Bestsellers include leggings, rompers, sweatshirts, animal-eared baby hats, bandana bibs, dresses and face masks.

(The brand is also offering adult sizing in select styles.)

While COVID-19 did cause problems in production early on and forced Milktology to temporarily downsize its team, Jaimes says things are looking up now, as more retailers in the U.S. have safely reopened.

To assist its retail partners who are trying to get back up to speed, Milktology is giving a 20 percent discount on new orders and offering customized payment plans for 2021.

Its also offering free shipping on Spring/Summer orders over $2,000.

“We will support our retailers however we can,” Jaimes says, noting the brand even sent complimentary printed tote bags this spring to give retailers a preview of the “We are Humans” collection. “It’s important to keep those lines of communication open,” Jaimes says. “It’s the little things that count now more than ever.”

Continuing to expand globally next year, Milktology will be experimenting more with organic materials and dyes, as well as expanding further into larger sizes. “The reaction to this Spring/Summer collection has been very motivating,” Jaimes says. “It feels great to see such a powerful message being supported by our industry.” —Emily Beckman

More Than Art: Watercolor illustrations reflect the beauty of diversity around the world.

EDITOR’S PICKS

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Tiny Twinkle Upgrades Baby Classics Breaking through today’s saturated baby market is not for the faint of heart. It takes a tremendous patience, innovation and grit—as industry veterans Ashley Andrews and Chris Mazurola know firsthand.

Taking the helm at Tiny Twinkle in 2019, Andrews, CEO, and Mazurola, creative director, harnassed their combined 30 years of design, development and marketing experience to revamp the two-year-old label.

With the ability to satisfy past powerhouse clients, like Disney and Warner Brothers, the duo instinctly knew where to put their focus first. “Our products aren’t just made from whatever material happens to be trending,” Andrews says. “We do a

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lot of research around what will give us the best quality, only using materials proven to withstand the wear-and-tear of babies and toddlers.”

Best known for its Kaffle fabric, Tiny Twinkle uses this unique material in its signature swaddle blankets. The special weave is more absorbent, fasterdrying and softer than muslin.

Andrews adds that Kaffle prints retain their color and get even cozier with each wash.“Too many times muslin will gray or pill, get too thin and tear,” she says. “That’s why we wanted to make a swaddle blanket that could truly grow with Baby and be a comforting keepsake beyond their toddler years.”

Retailing for $56, the brand’s

swaddles are available in threepacks, featuring coordinating prints of florals, polka dots and nature scenes. Andrews and Mazurola also upgraded the brand’s packaging for a “giftable” aesthetic. “Everything

needs to be ‘Instagram-worthy’ these days,” Andrews says. “The details count!”

The Arizona-based company’s mess-proof bibs are another notable offering, made with Repeltex, a water-repellent,

lightweight and quick-drying material. “Not only does it protect Baby’s clothes, but it’s easy for Mom to wipe clean and even machine wash, if necessary,” Andrews says.

Other bestsellers from Tiny Twinkle include its silicone training utensils, apron bibs and roll-up bibs. But how does this dynamic duo know how to best invest their time and ingenuity? “We take trend forecasting very seriously,” Andrews says, relating how the baby category typically falls about two to three years behind trends happening in the adult market. “We look at what’s cutting-edge at the moment and then time it just right for our customer—not too early, not too late.”

Tiny Twinkle is also very particular about how it interprets trends, straddling the fine line between cool and cute. “We want to make diverse offerings that satisfy all demographics,” Andrews says. “Grandma should like Tiny Twinkle just as much as a twentysomething mom.”

In the next five years, Tiny Twinkle anticipates global expansion, with Asia being its next target market. “Our mission is to help little ones shine from the start,” Andrews says, noting a recent collaboration with a charity, Vitamin Angels.

The partnership provided over 40,000 children in need with vitamins for healthy development. “Every day is about doing all we can as a brand to make the future just that much brighter,” Andrews adds. — Emily Beckman

Pick Your Print: Fun fashions that never sacrifice function.

EDITOR’S PICKS

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WeeFarer Shades: The Future’s so Bright...

With takedown styles driving children’s fashion, Ellen Dietrich saw an opportunity to miniaturize Ray-Ban’s iconic Wayfarers. Partnering with her husband, an entrepreneur of his own digital agency, the mom of three and businesswoman, formerly specializing in retail real estate, started developing WeeFarers two years ago and officially launched the sunglasses brand in April of 2019.

The spinoff of its adult muse offers durable, protective sunglasses in two sizes: 0-2 years and 2-4 years. The accessory is also FDA-approved with impact-resistant lenses that provide 100 percent UVA- and UVB-protection with the highest rating (UV 400). Each pair comes in a protective carrying pouch, which includes an adjustable strap that matches the glasses.

What’s more, the brand offers a polarized version that retails at a more affordable $35.

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So far, so good as Dietrich reports WeeFarers is off to a blazing start. In fact,if not for the pandemic, the company would have had a much harder time keeping up with the influx of wholesale orders.

“As parents, we have the advantage of knowing what our customers need,” Dietrich says. “We also take feedback very seriously, which has helped us provide a product that is stylish, durable and versatile.”

Customers so far have touted WeeFarers’ superiority, deeming the shades “practically indestructible” after accounts of being dropped, thrown across rooms and sat on. However, if by chance the sunglasses do break, the company guarantees a free replacement if lost or damaged within a year of purchasing.

“We’re not in the business to make a quick sale,” Dietrich says.

“We’re here to build long-lasting customer relationships.”

On that note, Weefarers will be expanding its size range up to 12 years for 2021, as well as adding new colors to the mix. But the co-founder assures expansion plans are within reason. “While we want to continue expanding, we’re making sure to stay in control and not let excitement influence long-term decisions,” Dietrich says, noting the brand refuses to add more silhouettes until the fit and style meets its high standards.

As the cooler months set in, WeeFarers reminds its retail partners that sunglasses aren’t only a summer necessity. In fact, as the brand cites on its website, children receive three times more exposure to the sun’s harmful ultraviolet rays than adults, regardless of the season. “Sun protection needs to be top-of-mind year-round,” Dietrich says. “WeeFarers can help make that happen—in style.”

—Emily Beckman

“WHILE WE WANT TO CONTINUE E X PA N D I N G , W E ’ R E M A K I N G S U R E T O S TAY I N C O N T R O L A N D NOT LET EXCITEMENT INFLUENCE L O N G -T E R M D E C I S I O N S .”

Sweet Shades: This signature style comes in different colors as well as polarized options.

Shine from the start

Our unique Kaffle weave is incredibly soft and gentle on baby’s skin. Breathable, lightweight and durable, our fabric washes up beautifully, continuing to soften with use!

EDITOR’S PICKS

™

© 2020 Tiny Twinkle Inc. Visit TinyTwinkle.com for more information!

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ON TREND

Clockwise from top left: Wee Rascals Jane Goodall shirt; one-piece

by Tenth & Pine; Made of Mountains hooded gray sweatshirt; Miela Kids organic T-shirt and shorts; Kind yellow T-shirt; graphic tees by Savage Seeds.

Small Sizes, Big Voices Caregivers teach children the importance of respect, kindness and standing for what you believe in through one of the strongest forms of expression: fashion.

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Clockwise from top left: future tee by Mini Shatsu; feminist necklace by Gunner and Lux; one-piece by The Spunky Stork; gray hooded sweatshirt

by Port 213; Disco Panda Kids one-piece; teether by Bella Tunno.

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DESIGNER

CHAT

Natural Talent If you’re one of The Labrant Fam’s 12.3 million YouTube subscribers, you probably recall the family recently bringing home their first son, Zealand.

After a two-week stay in the NICU, the long-awaited take-me-home video went live August 15, receiving over 4 million views—with one of the most delighted viewers being Tamara Kaakani, founder of Bellabu Bear.

“The video started, and there it was in the first second,” the owner of the year-old sleepwear brand recalls. “Zealand was wearing our signature milk-and-cookies print!” BY EMILY BECKMAN

B

But that was just the beginning of a terrific day for Kaakani.

Later, Zealand’s mom, Savannah LaBrant, with nearly 7 million Instagram followers, posted a photo of her two daughters and their new brother, wearing coordinating Bellabu Bear milkand-cookies jammies, kindly

tagging Bellabu’s account. Even better, Kaakani says none of the exposure was paid.

“I only send influencers free samples for consideration,” she says. “If they like them, great!

But there’s no dollars or deals behind what I send.”

The organic marketing strategy has proven effective beyond the LaBrant family. Over the past few months, Kaakani has sent samples to key influencers, like Mila and Emma Stauffer; Taytum and Oakley Fisher and Elza Boulanger, and yielding similar results.

Bellabu Bear typically sees a boost of a few hundred followers each time an influencer posts a video or photo that includes its pajamas. Now approaching 12K Instagram followers itself, the Los Angeles-based eco-friendly brand is pleased with the growth, but its sucTamara Kaakani, founder and designer

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Insta Fame: Everleigh, Posie and Zealand of the LaBrant family wear matching Bellabu Bear jammies.

all safety tests and are free of harmful substances. The entire garment is constructed to be pinch-free and worry-free, down to our printing method that doesn’t compromise softness. Bellabu Bear is the only apparel brand awarded the Seal of Acceptance from the National Eczema Association.

What’s your strategy behind launching new prints? First, each design is a hand-drawn, work of art. We try to create designs that can be worn any time of year. For example, we released our rubber duck print around Easter because it seemed festive, but rubber ducks can be worn whenever. We also try to be inclusive around the holidays. We’ll create a beautiful print with evergreens, but you’ll never see us put a star on top.

And while milk-and-cookies is our signature print, we offer many other fun designs, like ABC Dinos, Basketball Dogs and Moody Monsters. We’ll be adding a lot of new prints soon that will be quite yummy.

cess to date goes beyond social media hits. “While the praise from influencers has certainly been helpful, Bellabu Bear’s quick success ultimately boils down to our extreme attention to detail and superior customer service,” Kaakani affirms. “It’s all about consistency and listening closely to customer feedback.”

Along those lines, Kaakani was customer No. 1. As a new mom seeking clothing for her baby daughter, who suffered from eczema, she was stumped.

“I began by cutting out all the tags inside her clothing, chang-

ing all my detergents and bath soaps, and buying only 100 percent organic products without any seams or embroidery that could cause irritation,” she says.

Then, after much research, she discovered bamboo was the only material that didn’t cause irritation. But finding a bamboo brand whose products didn’t have a strange chemical smell was another roadblock.

“So, like any good mom, I decided to take matters into my own hands,” Kaakani says, noting her MBA and a life-long interest in fashion has come in

handy. “I’m still a one-woman show, but I couldn’t be more proud of where we are today and where we could be in the future.”

Here, Kaakani reveals the key ingredients that make Bellabu Bear a sweet success story.

What makes your PJs special? Our yarn comes from organically grown bamboo and our entire outfit is Oeko-Texcertified—free of chemicals and sourced from a trusted bamboo distributor. Our zippers come from YKK and have passed

How have you perfected the fit? That comes from listening to customers and making changes as we grow. I’m very transparent if the fit is slightly different than a previous collection. I inform customers whenever possible, and I’m extremely flexible when it comes to returns. If something doesn’t fit perfectly, send it back—no questions asked. But we’ve shipped thousands of orders, and I’ve only had three returns.

Any advice for fellow momtrepreneurs? Get comfortable with being uncomfortable.

The only way to grow is to step outside your comfort zone.

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FINAL CUT

Sippin’ Pretty Whoever said mealtime for toddlers can’t have a touch of class? Instagram-worthy Japanese brand Reale elevates dinner hour with its range of fine-dining-themed tableware. Made from antimicrobial and antivirus raw materials—including more than 52 percent sustainable bamboo—each BPA-free item (bowl, plates, teacup and sippy cup) is dishwasher- and microwavesafe. Cheers to that!

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