Earnshaw's | Infants', Girls', Boys' Wear Review | 2010 • October by Wainscot Media

OCTOBER 2010 $5.00

INFANTS’, GIRLS’ & BOYS’ WEAR REVIEW

Polished Presentation Infant & Toddler Fashion Reflects A More Tailored Aesthetic

Support System The Sling Industry Rallies to Promote Safety Lasting Impression Petunia Pickle Bottom’s Powerful Persona

Hatley and Sesame Street have come together to create comfy pjs, cozy coveralls and splishsplashing fun rain gear. For more information on our Sesame Street and Hatley collections, please contact Adam Frost at adamf@hatleylbh.com | 1-800-667-2583, ext. 121 ENK Children’s Club ABC Kids Expo Atlanta Children’s Market Dallas Apparel Market Los Angeles Kids Market

October 3 – 5, Javits Center, Booth #7534 October 10 – 13, Las Vegas Convention Center, Booth #7119 Link 2 Sales Showroom, Suite 1600 404-523-6225 Howard Gardiner Showroom, Suite 1743 214-748-3387 CMA Showroom, Suite 1300 213-452-7000

Little Me

112 W. 34th Street Suite 1000 NY, NY 10120 212-279-4150 Mark Zelen

www.littleme.com Northeast – Robert Ducker 781-320-9477 Southeast – Paul Daubney 404-577-6840 Caribbean/Latin America – Ana Hidalgo 305-266-8745 Texas/Southwest – Lonnie Muse 800-437-5136 West Coast – Teresa Stephen 866-723-KIDS Midwest – Richard Finkelstein 800-935-0236 International – Nathan A. Mamiye 212-216-6008

See us at: The Children’s Club NYC, Oct. 3rd– 5th Booth No. 7809 ABC Kids Expo Las Vegas Oct. 10th-13th Booth No. 7134

New York International Gift Fair l PIERS 92 & 94, NYC

JANUARY 29 – FEBRUARY 3, 2011

JAVITS CENTER

nyigf.com

Hattie the Elephant by Areaware

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6+2:,1* $7 ENK Childrenâ&#x20AC;&#x2122;s Club New York, NY October 3rd-5th Booth 7615

ABC Kids Expo Las Vegas, NV October 10th-13th Booth 7723

From funky faux fur to novelty knits, Peace of Cake offers hip, fun fashion items for the coolest girls (and tweens!) in town!

Corporate Showroom

Cejon Accessories 390 Fifth Avenue Suite 602 New York, NY 10018 p 212.967.4663 Emily Small esmall@cejon.com

a e P o n S ®

Extraordinary garments for young sprouts!

For babies only www.snopeasprouts.com

Rita Polidori O’Brien Publisher Caletha Crawford Editor in Chief Nancy Campbell Creative Director EDITORIAL Leslie Shiers Managing Editor Angela Velasquez Audrey Goodson Associate Editors Jacqueline Micucci Contributing Editor Roxanne Fequiere Kionna Lipscomb Editorial Interns

OCTOBER 2010 44

36 Family Affair After years of building their brands, business owners grapple with how to bring a new generation into the fold.

CREATIVE Trevett McCandliss Art Director Jessica Ziccardi Art Assistant

40 High Gear The partners behind Petunia Pickle Bottom explain how establishing a lasting, meaningful brand has fueled their company over the last 10 years.

ADVERTISING Erwin Pearl Vice President of Sales Noelle Heffernan Sales Executive Alex Marinacci Account Executive Patrick Thomas Sales Representative, Canada Caroline Diaco Special Accounts Manager Jennifer Craig Special Accounts Manager Maureen Johan Classified Sales ADMINISTRATION Laurie Guptill Production Manager Melanie Prescott Circulation Manager Julie Gibson Webmaster CONTACT INFO Sales/Editorial Offices 8 West 38th Street, Suite 201 New York, NY 10018 Tel: (646) 278-1550 Fax: (646) 278-1553 editorialrequests@ 9threads.com

FEATURES 32 Wrapped Up Baby slings and wraps take center stage as retailers work to address consumer safety concerns.

FASHION 44 Tailored Turf Infant and toddler designers prove reﬁned baby wear can be comfortable and inviting. 64 The Look: Painterly Effects Watercolor prints transform apparel into museum-quality artwork. Fore!! Axel & Hudson cardigan; Petit Bateau snapbutton shirt; cropped pants by June Plum.

NEWS Apparel Licensing Retail

19 20 22 24 26

Kicks for Kids What’s Selling Unwrapped Coast to Coast Pampered

COLUMNS

Circulation Office 21 Highland Circle Needham, MA 02494 Tel: (800) 964-5150 Fax: (781) 453-9389 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

16 18 54

On the cover: Right Bank Babies jacket, tee with lace detail and bloomers. Photography by Candace Meyer.

IN EVERY ISSUE 12 14 39 63 63

Publisher’s Letter Editor’s Letter Calendar Where to Buy Ad Index

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 94 Issue 9. The business and fashion magazine of the children’s wear industry is published monthly (except for bi-monthly April/May and November/ December editions) by 9Threads, 8 W. 38th Street, Suite 201, New York, NY 10018-0150. 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 2010 by 9Threads. 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. 9Threads 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.

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

P U B L I S H E R’ S L ET T E R

HOPE FOR HAITI Eight months after the earthquake, my trip to the island proved families still ache for everyday basics—but your contributions can help. In our August issue, Earnshaw’s included a supplement on the launch of Clothes4Souls, the new apparel division of Soles4Souls, the charity that has distributed 11.4 million pairs of shoes to those in need. While developing that piece, I met the organization’s founder and CEO Wayne Elsey, whose excitement about the potential impact that the children’s apparel industry could have on the lives of the neediest people around the world is truly contagious. So when he asked if I’d like to travel to Haiti to help distribute vital products firsthand, I jumped at the chance. The trip was a life-changing experience—one that I wanted to share with you. Hand-delivering donors’ clothing and helping children find the perfect fit, I saw Arrival in Haiti’s capital city firsthand how much the industry can make is shocking—the pungent smell a difference in Haiti and beyond. of garbage burning in the streets permeates the air and enormous piles of rubble, broken cinderblocks and twisted metal form a tragic landscape. Small crews of workers have mobilized into bucket brigades, armed with wheelbarrows and sledgehammers, but that’s the extent of the cleanup as far as I could see. Goats and dogs pick at garbage piles; flies and mosquitoes feast. But most disheartening was seeing the effects of the devastation and extraordinary poverty on the Haitian children. Tent cities dominate open spaces that once served as public parks; some residents have even pitched tents in places as precarious as concrete medians in the roads, where children dodge oncoming traffic as they play. A visit to the tent city in the Champs de Mars plaza made an indelible impression in my heart and soul. There, families of six sleep in structures that are, in some cases, as small as 10x10 feet. Sheets hanging from makeshift frames serve as doors and inside, wood pallets serve as beds. Women carefully sweep the floors to keep them as clean as possible, yet debris still overwhelms the camp. And when the end-of-summer rains pour down on Port-au-Prince, garbage and dirt float into these crude dwellings, saturating the bedding and few possessions inside. Some >29 12

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

Identifiable Traits

Establishing a strong brand image gives consumers more reason to buy.

EDITOR’S LETTER

As I write this, the hoopla spawned by New York Fashion Week and Fashion’s Night Out is dying down as the last spring looks march down the runway. While plenty of ink is spilled about the fashion hits and misses, sartorial concerns often take a back seat to the circus-like atmosphere created by megawatt celebrity appearances and attention-grabbing stunts, all of which serves to bolster a brand’s image to would-be shoppers. Companies at this level are masters at creating relatable environments that provide a mood and feel for their target audiences. You see it in their stores, their glossy ads and their websites. It’s a tactic that many children’s wear companies should give serious consideration. Though brimming with good ideas and innovative solutions, too often vendors in our market fail to present a cohesive message to consumers about who they are and what they’re about. Through a little branding magic, businesses can better capture consumers’ attention and transform the mundane into the magical. In “High Gear” (page 40), DeNai and Braden Jones, the founders of Petunia Pickle Bottom, discuss how the company’s image appeals to potential customers, giving its collection of diaper bags, bedding, baby carriers and accessories an edge over the competition. The brand’s image, which espouses an on-the-go lifestyle for parents

who still relish their pre-baby existence, is evident in all of its products and marketing collateral. According to Braden, one only has to read the posts on the company’s Facebook page—which is filled with consumers’ travel and restaurant suggestions—to see that Petunia Pickle Bottom has tapped into a community of likeminded caregivers. The husband-and-wife pair say this loyal following helped insulate them from the recent economic maelstrom. Vendors offering baby slings and wraps faced a different assault this year after a CPSC warning tarnished the category’s image. In “Wrapped Up” (page 32), we discuss how the industry, which faced an initial sales slump, swung into action to settle worries about these items. Retailers redoubled their efforts to match customers with the right product and are providing tips for keeping baby safe. For their part, wholesalers continue to offer consumers a plethora of instructions and videos detailing how best to use their products. These proactive steps were able to rehabilitate the impression parents have of babywearing and reminded us all that how businesses are perceived is a vital part of their success. CALETHA CRAWFORD Editor in Chief

apparel news Stella Industries Expands to Tween Ary Park, owner/designer of Stella Industries, began dabbling in tween sizes two years ago, and due to demand the company is bowing a new division for girls’ 7 to 16 for Spring ’11. In addition to making key styles in larger bodies, the brand has turned out tween-specific designs featuring more mature colors, fewer “fantasy” elements and a greater focus on function. “I think comfort and utility is really important to this age group,” Park said, noting fit is also key when addressing developing bodies. For spring, Stella Industries offers casual and party dresses featuring ruffles, color-blocking and allover prints. (Park said the three-tier skirted Starlet dress, which comes in 10 colors, has been a big hit.) But separates have proven a bigger story for pre-teens, and the brand answers with tunics, V-neck tees, ruched and ruffled tops, jeggings, tie-died leggings, and sports bras and bike shorts for layering. Wholesale prices run $6 to $39. Call (213) 627-2676 or visit www.stellaindustries.com.

Country Kids Designer Bows Complementary Apparel To pair with the brand’s colorfully patterned tights and socks, Jo Sheratt, co-founder and designer of Country Kids Legwear, has created an apparel grouping under her new company, Scoochie Ltd. The line includes clean and simple pieces meant to enhance the statement-making hosiery. For fall, Scoochie is offering fleece jumper dresses in nine colors meant to be worn with various hosiery patterns for funky looks. Solid and striped tops and turtlenecks add extra wardrobe versatility. New additions for Spring ’11 include cotton knit jumpers with pocket and ruffle details in pink, tangerine, coral, pale green, light yellow, pale turquoise, navy, white and pearl gray. The clothing ($7.50 to $15 wholesale) fits toddlers to 6X. Call (845) 868-7775.

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

NEW LINES Masala Baby

Dapper Dude by Diaper Dude

Funky Junque

• Onetime infant/toddler brand Masala Baby has expanded its size range, and now offers apparel for sizes 6 months to size 8. The spring Mumbai to Malibu collection features more grown-up looks than in the past, such as square-neck, flutter-sleeve sundresses; tiered skirts; and loose-fit plaid trousers in an array of summery hues like turquoise, coral and gold-yellow combined with fresh whites. The line wholesales for $18 to $32. Call (888) 306-6269 or visit www.masalababynyc. com. Masala Baby is also continuing its partnership with Aden + Anais, contributing its India-inspired Mela prints and colorways to the company’s bamboo muslin swaddling blankets. For details, call (718) 801-8436 or visit www.adenandanais.com. • Funky Junque recently introduced Blingdom necklaces: pendant styles packaged in fun, fuzzy keepsake boxes in an array

of themes. Designs include seasonless options such as cupcakes, dancing hippos, princess tiaras, bumblebees, ice cream cones, whales, soccer balls and more. The company also offers holiday collections with Christmas and Easter themes, among others. The necklaces wholesale for $5 each; a multi-tier countertop display unit is also available. Call (877) 494-5678 or visit www. funky-junque.com. • Earthconscious bohemian brand Juliette Sunshine bows Eco-Candy, a new line of casual, high-end basics for girls made out of plush bamboo jersey. The assortment includes a ruffled dress with shoulder ties; a ruffled skirt; ruffled and capri-length leggings; a smocked dress; and a dropwaist dress and puff-sleeve tee featuring a butterfly screenprint. Available in sizes 12 months to 6 and a palette that includes lilac, kelly green, turquoise and dark pink, the Eco-Candy

selection wholesales for $16 to $27. Call (213) 4462402 or visit www.juliettesunshine.com. • Diaper Dude bows Dapper Dude, a line of coordinating 100percent silk skinny ties for boys and their dads. The boys’ versions are pre-tied with a zipper built into the knot and come in 14” for ages 3 to 6 and 17” for ages 7 to 12. The men’s styles are one size fits all. The company is initially offering three patterns: plaid, herringbone and a tree screenprint. The ties are sold as a set for $25 wholesale. Call (877) 334-2737 or visit www.diaperdude. com. • With a mind for art and design by all ages, Mini & Maximus introduces a collection of tees and tank tops featuring drawings by established artists, up-and-comers and artists in training (i.e. kids). The company makes every effort to be eco-friendly, screenprinting the graphic designs on bamboo/cotton shirt

Quagmire Kids

Lil’panda

Mini & Maximus

bodies with water-soluble inks. In addition to prints like the “Gator in Love” and “One Big Paw,” the Spring ’11 line centers on the theme of La Gang Des Rebelles with punk themes in ocean, gray, natural and sun. Sizes run from 0/1 to 8/9. Tanks wholesale for $16; tees are $17. Call (877) 224-2777 or visit www.miniandmaximus.com. • Five-year-old Canadian golf apparel company Quagmire adds a kids’ category for Spring ’11, with clothing for sizes 4 to 12. Much of the line features ColorFusion, a technology that

makes fabrics, screenprints and embroideries change color via heat or sunlight. The unisex line includes logo tees, cotton/spandex shorts in solids or plaid, and polo shirts in solids and tie-dye swirls. Wholesale prices run from $12.50 to $22.50. Call (800) 652-9839 or visit www.quagmiregolf. com. • Lil’panda bows a line of character-driven apparel and related products for tweens, including stationery, collectible toys and more that star a “cute little panda with a big dream.” The vintage-soft cloth-

ing is custom cut and produced in California with close attention to fit. Graphics featuring upbeat characters and messages (such as “Rise above the drama” and “Keep a lil peace in your heart”) are printed with eco-friendly water-based inks. Tops include crew- and V-neck tees, tank tops and lightweight long-sleeve hooded pullovers. Girls’ sizes range from 8 to 14. Lil’panda is targeted at department stores and specialty boutiques and wholesales for $12 to $15. Call (818) 762-7430 or visit www.lilpanda.com.

Nui Organics Adds Cotton Knits and Prints Known for its organic merino wool clothing, Nui Organics is introducing its first full 100-percent certified organic cotton collection for Spring ’11 via two new groups. The Nui Cotton Knits mix-and-match line includes comfortable dresses, three-quarter-sleeve tops, shorts, tunics, bloomers, a racer-back jumpsuit, cardigan and two bodysuits in four subtle colorways. Made for newborn to 6 years, the knitwear ($19 to $37 wholesale) is fabricated from fine organic cotton. Nui Cotton Prints ($14 to $18) for newborns through 4 years is a group of natural-colored organic cotton kimono tops, gowns and hadagi bodies with prints inspired by botanical art. Designs include a map of New Zealand, gramophone, fish, eggs, peaches and sea lily. Each item comes wrapped in an elegant vellum sleeve with a corresponding print on the front. Call (512) 415-2286 or visit www.nuiorganics.com.

licensing news

Miss America Brands Launches Girls’ Line

HOT PROPERTIES Masters of the Universe

At the August Magic trade show, Miss America Brands unveiled the Little Miss America girls’ apparel collection, a moderately priced line offering traditionally styled yet fashionable mix-and-match graphic tees, tops and bottoms for infants through tweens. The line helps celebrate the 90th anniversary of the Miss America Organization and will mirror the pageant’s values, encouraging girls to take pride in themselves. The design team is concentrating on casual and ageappropriate looks, such as T-shirts, ruffled hoodies, skirts, polo dresses, tutu-skirted dresses and more made from a variety of cotton, polyester, jersey, synthetics and natural materials. The palette comprises pinks and purples as well as red, white and blue. Future tiara aspirants will love the pink tank dress with a trompe l’oeil Miss America sash and glittery skirt, while stage moms can choose the infant one-piece with a printed sash. The collection wholesales for $9 to $17. Part of the proceeds will go toward the Miss America Organization Scholarship Fund. Call (800) 726-9606 or visit www.missamericabrands.com.

Star Ride Nabs Sideout License The Cherokee Group has entered into a licensing agreement with Star Ride Kids for the surf brand Sideout, covering woven tops, bottoms, swimwear and rashguards for boys 2T to size 20. Star Ride vice president Eddie Shalom said the collection, which launched at last month’s Magic trade show, has received a good reception and fills a niche in the industry. “We were interested in the brand because we felt the surf/ skate, West coast-type of product is trending a lot stronger in the market than urban product,” he said. While there are lots of players already offering this type of look, Shalom said much of it “is not doing the product justice.” Star Ride’s expertise in boys’ wear and attention to trends has resulted in better product, he asserted. Plus, as a father of four boys, Shalom said he “knows what they want to wear.” The line wholesales for $9 to $16 for wovens and shorts, $8 to $12 for swim and $15 for rashguard sets. Call (212) 695-2888 or visit www.starride.com.

686 to Produce Paul Frank Snow Wear Paul Frank Industries, now part of Saban Brands, has teamed up with technical apparel company 686 on a line of youth snow wear that debuted for Fall ’10. The high-performance outerwear and more will be playful yet functional and inspired by Paul Frank’s signature characters—Julius, Skurvy and more. “Working with Paul Frank’s bold colors and fanciful characters create an eye-catching addition to our technical snowboarding apparel,” said Kristin Cusic, vice president of marketing for 686, who noted the company has been aggressively expanding in the youth market. The collection includes boys’ and girls’ insulated quilted jackets, printed jackets, pants, performance fleece hoodies and thermals, graphic tees, beanies, mittens and gloves. The line, which wholesales for $10 to $60, will sell through Paul Frank retail stores and specialty boutiques worldwide. Visit www.paulfrank.com and www.686.com.

1 8 O C T O B E R 2 0 1 0 • E A R N S H AW S . C O M

Kissy Doodles

In celebration of the 25th anniversary of She-Ra in 2010, Classic Media is developing a new Masters of the Universe merchandising program that will feature the Princess of Power along with He-Man, Skeletor and more. The company is seeking partners for apparel, accessories, footwear, domestics and costumes. Call (212) 659-1979. • CopCorp Licensing has tapped Jerry Leigh as its anchor licensee for Jim Benton’s new Kissy Doodles property, which features a cute and bubbly little girl with “unsinkable optimism”—a counterpoint to his Meany Doodles characters. Jerry Leigh will create tees and sweatshirts for girls 7 to 16 and a variety of retail channels. For other opportunities, call CopCorp at (212) 947-5958. • Cartoon Network Enterprises (CNE) is teaming with Hybrid Apparel for a line of youth clothing based on its popular action-adventure series “Generator Rex,” which CNE believes is poised to become a top license in the boys’ space. Hybrid Apparel’s line will focus on tops, with a range of short- and longsleeve T-shirts and twofers for boys 4 to 20; the license also covers fleece and sweatshirts. The apparel is aimed at mass and mid-tier retailers and will launch for Spring ’11 along with toys from Mattel, party goods by Hallmark and more. Hybrid is setting retail prices between $7.50 to $9.99; for wholesale pricing, call (714) 9478347. For other licensing opportunities, call CNE at (212) 2756811. • Lavish Rights has signed Commonwealth Toy & Novelty Company (through its U.S. agent Jewel Branding and Licensing), to create plush toys and pillows for its Luv Me Buddies brand. The sentiment-driven property features more than 30 characters that are currently seen on key chains, hair accessories and more. The newest products are expected to hit retail in Spring ’11. Lavish is also seeking partners to create stationery and gift collections as well as retailers interested in developing private lines. Call Commonwealth Toy at (212) 242-4070.

KICKS FOR KIDS Footwear Retail & Style

In Toon ACCESSORIES COMPANY ABG gets into character with its Thomas and Friends and Disney licenses. The company, which is a division of Elegant Headwear in Elizabeth, N.J., has high expectations for the pre-walker collection depicting the lovable tank engine, which debuts this month at the ABC Kids Expo. Christina Monroe Black, ABG’s newly appointed manager for the baby category, points to the property’s TV, DVD and collectible products as proof that Thomas is the little engine that could—and does. “Thomas and Friends is an evergreen property that our company has had an eye on for a long time,” she said. “It has a loyal following, and it never seems to slow down at retail.” Based on its popularity at multiple tiers, the company has created discrete collections aimed at mid-tier stores as well as mass retailers. A portion of the soft-sole sneaker and sandal collection, which will cover sizes 0 to 24 months, will be literal representations of the main character. “We’ve had a lot of success in our headwear division with product that transforms the kid into the character, so the shoes will look as

though you’re putting a little Thomas train on your foot,” Black explained, noting details will include wheels on the side and Thomas’s face in full front view on the shoe. Other products will play up the property’s train theme. “We have the headwear license for Thomas as well, so there’s a big focus on sets that package the hat and shoe,” Black noted. Look for coordinating sets like a conductor-style hat with ticking stripes and matching shoes. The company will also introduce collectable footwear featuring Thomas’s friends. In the Disney collection, ABG will bring Winnie the Pooh, Cars and the Disney Princesses to life through a variety of updated products, including socks, soft-soled booties and hats. In addition to sets comprising two pairs of socks, which she said have been selling tremendously, the company is taking cues from buyers who are raving about tights sales, playing around with a lot of different designs in that arena. Design director Hillel Kirschner said that, like the company’s Step Forward and Rising Star shoe brands, these new collections exemplify ABG’s commitment to bringing meaningful product to the marketplace. “Our goal is to offer the cuteness factor and high style of the pricier shoe lines out there and design a line that is both appealing and affordable,” he said. “Many companies have tried this but either fall short on style or the quality is poor… We take babies feet very seriously, and we want to make sure that the shoe doesn’t just look good—it also must feel good and ﬁt properly for these developing tiny toes.” Call (212) 695-8520 or visit www.abgbabyonline.com. —Caletha Crawford

Style Quotient AS ITS WOMEN’S footwear business continues to balloon, ZiGi NY is getting into the girls’ category with a tween spinoff, Ziggies, for Spring ’11. Despite parents’ inclination to shop stores like Target or Payless given their daughters’ fast-growing feet, ZiGi NY president Andy Petersen believes the brand’s highly embellished, fashion-forward designs are precisely what boutique retailers want and need. “The brands playing [in those stores] have been there for quite some time,” he said. “With the tough economy, retailers haven’t branched out beyond their current vendors. Ziggies is giving them the opportunity to bring in something new to freshen up their floors.” Petersen noted that his company’s current sales momentum has led to tons of retailer requests for a kids’ line. To address the wide range of shoe sizes that tweens require, Ziggies offers stylish streetwear product, which mixes takedowns and shoes created just for tweens, in sizes 11 to 5. Ballet flats, sandals and wedges make up the majority of the initial spring collection, said Petersen, adding that the brand’s key item—an embellished cuffed sandal—translates perfectly for younger girls. Spring will see a bit of ’70s influence, but no matter the silhouette, ZiGi NY’s signature attention to detail will be evident in an ornate mix of floral embellishments, glitter, beading, sequins and more. Trends and sophistication are key, but wearability and age-appropriateness also factor into the design, Petersen said. “Obviously, the younger girl wants the trends and fashions her older sister is wearing, but she may not have the maturity level or fashionista sensibility to pull it off,” he said. “We have to find that niche: girly fashion flair that caters to a younger customer.”

According to the exec, Ziggies was warmly received by buyers at the August Magic show, where Kitson was the ﬁrst to sign on for the retail launch. ZiGi NY’s current customers will naturally be a target for Ziggies, but the company also has an eye on independent children’s boutiques that offer true fashion items. Petersen believes the children’s market holds great potential and expects Ziggies’ size range will eventually encompass toddler product as well with the possibility of accessories down the line. The spring Ziggies collection is set to retail from $30 to $60. For more information and wholesale pricing, contact the company at (631) 470-4804 or visit www.ziginy.com. —Leslie Shiers E A R N S H AW S . C O M • O C T O B E R 2 0 1 0 1 9

WHAT’S SELLING

INFANTS/TODDLERS Kissy Kissy: Pima cotton footed

one-pieces and gowns in solids and stripes

Twirls & Twigs

Amanda Remembered: smocked

Cutie Pies Children’s Boutique Charlotte, N.C. Located in the city’s conservative district, this boutique greets customers with a wide assortment of garments, a playhouse dressing room and grand play area. The witty store stocks “traditional and modern clothing to accommodate every occasion,” said store manager Mandy Rector. Rector tries to bring new styles to the area that other boutiques don’t offer. Twice a year, she attends the Atlanta and Charlotte markets to search for new lines. “You have to stay alert. Trends are constantly changing,” she explained.

bishop dresses in corduroy or gingham

Deux Par Deux: corduroy bubble

skirts with floral appliqués

Oopsy Daisy Baby: pink lace pet-

tiskirts

Angel Dear: pastel long-sleeve

one-pieces

Cach Cach: two-piece pants sets in

hot pink, chocolate or yellow

Royal Baby: white three-piece take-

me-home sets with ribbon trim and matching socks

Kissy Kissy: convertible gowns and

footed sleepers in pastel prints

Widgeon: polar fleece jackets in

pink or blue with a Velcro closure GIRLS 4 TO 6X

Zaza Couture: floral dresses with

matching tights

Twirls & Twigs: pink and brown

bow dresses with lace

Lemon Loves Lime: solid Pima cotton knit dresses with ruffled hemlines Lemon Loves Lime: silk dresses in hot pink, gray, fuchsia and teal Spoiled Little Mama: black and red

sequin dresses

Little English: Pima cotton rufflecollared blouses with picot trim in white on pink, white on red or white on white. Tiny Bubbles: corduroy jumpers or pants with rickrack trim on pockets Hartstrings: pink cardigan sweaters

with horse motif BOYS 4 TO 7

Deux Par Deux: cuffed corduroy pants

with orange or khaki stitching

Wes & Willy: cargo khakis and screen-

Pout Couture Inc. Cornelius, N.C.

In a retail space shared with Sticks ‘n’ Stones boys’ wear and The Gingham Gator, a purveyor of smocked and traditional wear, Pout Couture relies on two pint-size assistants to stay on top of the trends. “Having young daughters is a great way to learn about new brands,” said owner Misty York. “They always know what’s fashionable.” She also cited the Atlanta market as a go-to resource for scouting new lines. “We buy early rather than late,” York said. If customers see that you have it first, then you’re the trendsetter.”

Spoiled Little Mama

Magic Windows Charlotte, N.C.

Founded in 1998, this chic and fanciful boutique offers an array of pint-size fashions for boys and girls, covering everyday school clothes and special occasion wear. “I’m constantly searching for new trends through trade magazines and by visiting showrooms,” said owner Carole French. “We are always looking for fresh brands to introduce to our growing clientele.” French relies on feedback from customers and staff and frequently visits other stores to garner new ideas. “I like to introduce myself to other owners and talk shop,” she commented.

RETAILERS IN NORTH CAROLINA TALK TRENDS AND DIVULGE HOW THEY KEEP UP WITH THE DEMANDS OF THEIR AREA. BY KIONNA LIPSCOMB E-Land Kids: khaki long-sleeve polos and coordinating sweaters; orange down jackets Skivvydoodles: pajamas with animal or sport images

GIRLS 7 TO 14 Haven Girl: black sequined dresses

with ballerina appliqué

printed tees with a sports or fishing motif; distressed denim jeans

Baby Nay: solid bubble dresses with coordinating leggings

E-Land Kids: solid or argyle sweater

Flit & Flitter: ruffle pants sets with

two-tier ruffled hem Willoughby: mix-and-match blouse

and skirt outfits

Un Deux Trois: bubble skirts in solids

and bright prints

Ralph Lauren: ruffled henley tops

BOYS 8 TO 20

Puddle Jumpers: white leather Mary

Janes with polka dot embellishments

Lelli Kelly: multicolored sequin and

beaded tennis shoes

Steven Joseph: printed or mono-

grammed frames and backpacks

Wubbanub: plush toy pacifier with

animal motif

Michael Kors: rhinestone knee boots

Vineyard Vines: belts and ties with

with sweater-knit shafts

Lacoste: color-block polo shirts

soft bands

sports motifs

vests

floral accents

Appaman: screenprinted logo tees

Kash Ten: tie-dye and sequin dresses

ACCESSORIES/GIFTS

Mini Shatsu: twofers with zookeeper

and geek designs

Haven Girl: sequin tunic and pants sets in yellow, brown and teal

Monkeybar Buddies: solid bloomer

City Threads: graphic twofer tees

Bonnie Jean: black knit dresses with a

Bows Arts: solid hair bows

20 EARNSHAW’S • OCTOBER 2010

Under the NileTiny Bubbles

Spare Change: watches and rings with Cushy Kingdom: pewter first curl and

shorts with silk bows

first tooth keepsake boxes

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Angel Dear blankie gift set

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SEEING DOUBLE

Unique presents that make gifting multiples twice as nice. By Audrey Goodson 22

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

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ATTENDEES WHO VISITED the most recent New York International Gift Fair (NYIGF) brought an upbeat energy to the show floor, according to GLM show organizers, who hosted the largest edition in two years Aug. 14-19 with more than 2,800 exhibitors. At 33,500, attendance was also up, besting 2009 numbers by 6.9 percent. The latest edition was of particular interest to those looking for juvenile goods, as the show launched its new Baby & Child division, which conveniently corralled items for this market in one location. Exhibitors touting everything from diaper bags and plush to apparel and feeding items included Diaper Dude, American Terry, Maison Chic, The Bumble Collection, Pink Axle, Kee-Ka, Trumpette, Elegant Baby and many more. GLM reported receiving lots of praise from vendors on the new contained layout. “Establishing the Baby & Child section is the best thing they could have done,” Marykate Fleming, owner of keepsake business MK & Company, reported from the show floor. “It’s been a pleasure. Before you had to really seek out the kids’ buyers, and they had to walk through a sea of other product.” Lisa Lowe, founder of accessories company Sugar Booger, echoed Fleming’s sentiment. “We always have had a good show in General Gift, but we’ve had a great show here in Baby & Child, since customers came to this division with intention,” she said. “Our customers are thankful for the new location, where they can now find us quickly and easily.” The centrally located children’s section no doubt helped buyers, too, steering them to items designed to boost sales in their juvenile departments. Having noticed an uptick in her kids’ section, Andee Saper, vice president of More Than Gifts boutique, plans to expand her children’s section. “We’re ordering more stuff this year. The baby section is doing really well,” she said, adding that if vendors were mindful of the needs of gift stores, she could add even more lines. “[Vendors] want you to buy tons of clothing,” she said. “I like the vendors that let me order products in small quantities.” While walking the show, Saper was on the lookout for anything that stood out from the crowd. “[Vendors] need to be unique,” she cautioned. “When we walk around and see the same stuff over and over, it gets old. Shoppers can go to Walmart and Target to get those things.” Differentiating her selection from other tiers was also a concern for Caroline Danneman, baby buyer for the Greenwich Hospital Gift Shop, who shopped the show with the hopes of shaking up her product mix. “We’ve been asked by the customers to get the best quality at the lowest price,” she said. “We try to keep good quality across the board. They’re not looking for what they can get at Kohl’s.” Danneman counts Celebration Design T-shirts and newcomer Magnificent Baby apparel as leading brands in her shop, which dedicates about 200 square feet to newborn gifts like plush, apparel and keepsakes. At Collected Works, owner Bobbi Gould stocks up on U.S.-made goods, certified organic gifts and products that come with a children’s safety certification. She’s trying to add more variety to her infant and toddler category, with an eye to keeping everything as interesting as possible. “In this economy, price and usefulness mean a lot,” she stated. “To compete against the department stores, which will always have a lower price, our items have to be cute, clever and innovative.” —Caletha Crawford, with reporting by Audrey Goodson

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NYIGF’s new Baby & Child section drew shoppers eager to find the unexpected.

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COAST TO COAST Spotlighting Fashions Nationwide

Cool It You don’t have to cross the pond to pick up sophisticated Scandinavian children’s wear anymore, thanks to the American debut of Charlotte Galsgaard’s brand Wheat. The designer promises her brand—which spun off Wheat-USA in July—offers classic cuts, high-quality construction and loads of Danish-inspired design for kids 18 months to 14 years. “It’s very Scandinavian, with a reference to our long, bright summer evenings and cold, snowy winters,” she described. Galsgaard has come a long way since she first started creating knitwear for babies 18 years ago as a hobby while working for the computer company Oracle. “When my first daughter was born, I decided to quit my job and follow my dream to go into fashion,” she explained. In 2001, she and her husband launched Wheat at the Copenhagen Fashion Fair with a simple lineup of floral, striped and checked cotton prints. Since then, Wheat has built an impressive international following, with distribution in 11 different countries. “From the beginning, we wanted to make a brand where we didn’t use synthetic materials but [rather] cotton, linen, silk and wool,” said Galsgaard, who credits the brand’s success to its premium fabrics and “exclusive look at a good price.” Icy blues, frozen whites and steel grays dominate the core collection’s color scheme, but for Spring ’11, the girls’ line gets brightened with soft pastels and small floral prints on dresses, tunics, harem pants and skirts. Special washes and treatments on T-shirts and trousers put a fun, young twist on the boys’ wear. The collection wholesales for $10 to $30. Call (410) 626-1512 or visit www.wheat-usa.com. —Audrey Goodson

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Wanderlust Stylish young globetrotters are the audience that Sophie Jaworski had in mind when she launched Sierra Julian earlier this year. The luxury children’s wear line—inspired by Jaworski’s own travels—is aimed at tykes who are in “New York during the week, the Caribbean on the weekend and on to Rome the next week,” the first-time designer explained. Even wannabe world travelers will enjoy Sierra Julian’s range of contemporary, grown-up designs—everything from a ruffled one-piece bathing suit for girls to a beige leather jacket for boys. The core collection has a nautical feel, with plenty of navy stripes and crisp whites, brass jacket buttons, and tees featuring boat wheels and regatta racing prints. For Spring ’11, Jaworski has also concentrated on four geographic themes: In the New York grouping, neutral hues dominate, with silver silk dresses and gray pinstripe jackets. Ruffles and cotton tops in bright pinks and blues make up the Caribbean look, while shiny leopard-print skirts and camouflage jackets are mainstays of the Safari selection. The Rome collection offers Euro-chic looks via separates in cheery prints paired with classic white tops and skirts. Jaworski is no stranger to sophisticated style and luxury lines. After growing up in Paris, she relocated to New York a decade ago to work as the U.S. retail manager for the French children’s fashion brand Bonpoint, then moved on to oversee distributor Groupe Zannier’s high-end labels. “What inspires me are beautiful places and beautiful fabrics,” Jaworski said, noting her line—which caters to boys and girls from 6 months to 12 years—is filled with lace, silk and 100-percent Pima cotton. The collection wholesales for $35 to $40. Call (212) 359-9531 or visit www.sierrajulian.com. —A.G.

PAMPERED

SHOW TIME

Parental Necessities Baby K’tan

Las Vegas is set to become even more family-friendly as the 8th annual ABC Kids Expo rolls into town. The latest in children’s wear, baby gear, nursery décor, toys, gifts and more will be on display at the Las Vegas Convention Center from Oct. 10–13, and president and show director Larry Schur said there will be plenty of “fresh products from current and brand-new resources” to tempt buyers. “Every category has grown—most notably apparel and toys,” he said of the sold-out space. The show will boast free wi-fi throughout the exhibition hall and two designated areas for “mommy bloggers” to post news about trends, vendors and products. Close to 1,000 exhibitors will blanket 1 million square feet of exhibit space, including a new Maternity Square pavilion with 100 booths and a jammed-packed First Exhibitor pavilion, which Schur said has been relocated to high-traffic real estate on the upper level. “There’s a lot of innovation there for retailers to be excited about,” he noted. —Angela Velasquez

Fresh Threads Australian company NOO Designs introduces a new line of furry, ultra-soft animal-inspired jackets. The button-up coats are lined with satin and come in ladybug, cheetah and giraffe designs, with a hood adorned with animal ears or antennae. Each jacket wholesales for $24.50. For details, call Just Kidd’n Distributors at (425) 868-3195 or visit www.noowear.com. • Pink Axle expands its rocker-chic offerings with five new products. Black and white tees (sizes 3 months to 4T), bodysuits (3 to 18 months) and sleepers (newborn to 6 months) wholesale for $15 each and feature edgy guitar, tattoo, drum set, cross, rose and throne screenprints. The company also bows infant and toddler tutus ($15 wholesale) and matching tulle headbands ($5) in more than 25 colorways. Call (469) 544-2401 or visit www.pinkaxle.com. • I Play uses organic cotton gauze throughout its new layette line, called Gauzie. The breathable and delicate collection for newborns to 9-month-olds comprises wrap-style gowns, bodysuits, shirts and gusseted pants. Accessories include brimmed hats, bibs, burp pads and blankets. All items soften with each wash and come in a unisex multicolor animal print. Wholesale prices range from $5 to $12.50. Call (828) 254-9236 or visit www.iplaybabywear. com. • Rashti & Rashti extends its line of Taggies licensed products to the infant and toddler bath category. The cotton terry range incorporates Taggies’ patented tags—said to soothe and comfort

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

Clockwise from top: NOO Designs’ cheetah coat; the latest from Pink Axle and a layette set from I Play’s Gauzie line. baby—into colorful appliquéd bathrobe, hooded towel, storage bag and washcloth designs. Boys’ dog, girls’ frog and unisex duck motifs are available. Products are geared toward newborns through 1-year-olds. Wholesale prices range from $6 to $16. Call (800) 4RASHTI or visit www.rashtiandrashti.com.

Based on Baby K’tan’s original baby sling/carrier hybrid, the company’s new Breeze design uses a mesh and cotton construction to help reduce heat and moisture, making babywearing more comfortable. The lightweight, breathable and compact carrier features the same double loop design as the brand’s original model and can be worn in nine positions. The Breeze is available in white and black for $33 wholesale and comes with a matching baby hat and sash. Call (954) 889-5666 or visit www.babyktan.com. • As a more personal and fun alternative to dowdy hospital attire, Hot Mama Gowns delivers options in bright colors and feminine prints. Made of 100-percent organic cotton and designed with a full snap back and discreet breastfeeding panels, the gown can transition into nursing pajamas post-birth. Sizes range from women’s 2 to 24 and colorways include green/pink, yellow/orange/ white, purple/ivory, pink/white and black/white. The wholesale price is $60. Call (302) 376-5926 or visit www. hotmamagowns.com. • Silikids reinterprets its line of silicone encased baby bottles for children transitioning to “big kid” cups. The 6 oz. toddlersize drinking glasses are designed to prevent slipping and are offered in kidfriendly colors such as red, lime, aqua and purple. Each set of four glasses wholesales for $15.57. The company also offers 11 oz. and 12 oz. sizes for the rest of the family. Call (866) 789-7454 or visit www.silikids.com.

A DV E R TO R I A L

BABY AUTHORITY

Drawing on a long history in the juvenile products industry, Balboa Baby brings fashionable, quality products to sophisticated moms and dads.

roducing quality products that fit seamlessly into the home and provide parents with peace of mind is the philosophy on which Balboa Baby was founded. To that end, the company works closely with renowned pediatrician Dr. William Sears to develop its refined collection, which includes nursing covers, nursing pillows, baby slings, shopping cart covers and the newly launched diaper bags. Though the company is only three years old, mother and son owners Shirley and Noel Pepys have already created a rich legacy in the juvenile products arena. As founder of NoJo, mom Shirley innovated the coordinated juvenile bedding market. And her philosophy of combining style and function is evident in her son Noel’s venture as well as CoCaLo, the bedding and accessories company her daughter Renee founded. Having assisted his mother in accounting, IT and the warehouse at NoJo, Noel has a keen understanding of the business as well as industry relationships that have spanned the bedding company’s history. The brand’s flagship baby sling grouping is designed to provide families with a safe way to enjoy the benefits of babywearing. The Balboa Baby Dr. Sears Adjustable Sling in particular is based on the soft carrier design that Shirley and Dr. Sears collaborated on more than 20 years ago. The product’s proven track record in terms of safety and usefulness coupled with the company’s signature styling goes a long way toward assuring moms that Balboa Baby slings are a secure, fashionable option for wearing their little ones. To educate retailers and parents on the best way to use the products, Balboa Baby provides stores with product information and hosts a variety of instructional videos on its website and YouTube that feature Dr. Sears’ firsthand knowledge of carrier dos

and don’ts. Next the company will launch a Facebook page that will provide even more direct interaction with consumers. “It goes without saying that when Dr. Sears talks about the importance of babywearing and how to do it safely, it carries greater weight,” Noel pointed out. Beyond slings, the company has expanded with an array of complementary products that fulfill caregivers’ needs. “What attracts retailers and consumers to Balboa Baby is the way we coordinate the colors throughout the line, making the products great gift items,” Noel said. “The products can mix and match and the prints all still work together.” Balboa Baby’s nursing pillow was designed in collaboration with Dr. Sears’ wife Martha, a lactation consultant with more than 20 years of experience. “Beyond our sophisticated-looking washable cover, the shape of the pillow causes the baby’s head to roll into the mother’s breast at the right angle, creating the most natural feeding position,” Noel explained. At this month’s ABC Kids Expo, Balboa Baby will introduce diaper bags into its travel category. (See them at booth #2723.) Available styles will include duffle, tote and messenger bags in four colorways, retailing between $59.99 and $89.99. The launch of these products also brings another Pepys into the baby industry fold: Noel’s sister Tiffany, who was a designer at the St. John Knits women’s label for 20 years, developed the collection of 100-percent quilted cotton, machine-washable bags. According to Noel, the new products are a true reflection of the Balboa Baby aesthetic. “Everything we do here fits our tagline: ‘Simple. Fashionable. Fun,’” he noted. “The stylish nature of our products make them easy to incorporate into parents’ lives.” For more product information, visit Balboa Baby at Balboababy.com or call (866) 465-7075.

PAMPERED

Cuddly & Captivating Expanding its selection of patchwork blankets and accessories, Family Ties debuts a new line of ultra-luxurious shag blankets with satin trim. The shag chenille blankets measure 32x38 inches—the appropriate size for stroller use— and have a soft hand for baby’s comfort. Pink and blue styles are available for $30 wholesale. Call (305) 775-2363 or visit www.familytiescollection.com. • Drool Monkey Organics delivers heirloom-quality lovies that help prevent “drool rash” and soothe teething tots. The 100-percent organic cotton, custom-woven lovies feature an absorbent plush monkey head, a rattle sound and two removable teethers that can attach to strollers or carriers. The all-in-one design comes in a reusable drawstring bag. The wholesale price is $15. Call (831) 240-9102 or visit www.droolmonkeyorganics.com.

Family Ties

• The latest toys from Haba USA pop with primary colors and tone-on-tone prints. Animal-shaped (a sheep, horse and bunny) and multi-texture rattles make a pleasant noise and are made of soft fabric to keep baby interested. Other products include a curly knot clutching toy with three interlocked rings, each made from different fabric, and a plush triangle ball with a soothing velour hand. Toys are for babies 6 months and older and wholesale for $3.50 to $7.50. Call (800) 468-6873 or visit www.habausa.com.

Haba USA

Baby Aspen

Present Moment

Halo Innovations

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

Baby Aspen launches a range of cuddly woodland-themed gifts called “My Little Night Owl.” The set ($17.50 wholesale) comes in a wicker basket and includes a large plush owl, tree rattle, canvas door hanger and a satintrimmed lovie blanket—all in a gender-neutral palette. The company also offers a matching owl snuggle sack and cap for newborns to 6 months. These Wry Baby two pieces are bundled on a tree-like hanger and wholesale for $18. Call (800) 659-0471 or visit www.babyaspen.com. • The Safe and Sound Sleep gift set from Halo Innovations pairs the vendor’s signature wearable swaddle blanket with a CD of soothing white sounds by acclaimed pediatrician Dr. Harvey Karp. The unisex star and moon-themed swaddle comes in two fabrications—microfleece ($14.50 wholesale) and plushy dot Velboa ($15)— and gift-ready packaging. Call (516) 482-4866 or visit www.halosleep. com. • Wry Baby expands on its Super Snapsuits! collection with a new villain theme. The dark green “Super Bad” screenprinted onepiece ($14 wholesale) comes in sizes 0-6 and 6-12 months and is topped with a lime green cape. Additionally, a new character adorns the brand’s hooded towel: a one-eyed, two-horned, snaggletoothed monster. The wholesale price of the teal, purple and lime green terry towel is $16. Call (704) 660-6955 or visit www.wrybaby.com.

Feet First

Jefferies Socks

Jefferies Socks bows cozy hand-crocheted booties ($5.50 wholesale) for newborns with a vintage vibe. Ballet slippers for girls are accented with a flower and delicate back bow. The sporty faux lace-up boys’ styles are available in navy/light blue, royal blue and navy/red/tan colorways. For girls sizes 2T to 14, the company introduces funky two-tone capri leggings (each leg is a different color) in vibrant combinations of bubblegum pink/white, turquoise/ orange, lime/yellow and pink/lilac. Each pair wholesales for $3.50. Call (800) 334-6831 or visit www.jefferiessocks.com. • Jazzy Toes expands its trompe l’oeil sock options with several new products. Sock slippers in six funky motifs for 6- to 24-month-olds feature non-skid soles made of soft, machine-washable leather. Designs include cowboy, cowgirl, gothic cross, sandals, and red and black hi-tops. Each pair wholesales for $9. For 0 to 6 months, the company bows packages of four bamboo booties in a pink/purple palette for girls and blue/brown for boys. The variety packs wholesale for $12.50. A set of super-soft infant and one-sizefits-all adult Mary Jane socks ($9 wholesale) round out the offerings. Call (800) 519-3128 or visit www.jazzytoes.com. • Nowali rolls out its signature Swedish slipper moccasins in new natureinspired patterns. The Spring ’11 collection for children 3 months to 6 years features pastel butterflies, owls, bumble bees, leaping frogs, dainty daisies and strawberry motifs. Wholesale prices range from $13.50 to $15.50. Call (877) 466-9254 or visit www.nowali.com.

Hope for Haiti • continued from page 12

Twirlicious NEW Styles for Spring ‘11 Immediate Holiday Delivery

Volunteering with Soles4Souls gave me the opportunity to make new friends and, hopefully, a small difference in the lives of children in need. These children were fascinated by my blonde hair and wanted to touch it.

children have only the clothes on their backs, so when they need to be laundered, the kids run about bare. Young ones asked us for food, money, milk and, in one instance, whiskey. Boys shiver as they “shower” naked on the sidewalks by pouring half-gallon jugs of water over their heads. On a 100-degree Saturday, we headed to a shoe distribution in Dumay in southwest Haiti, where we hand-washed, measured and fit more than 500 children in new shoes graciously donated by Converse and Teva. But there were not enough pairs to go around. More than 600 children waited patiently in line for over three hours to slip a new pair of shoes on their calloused and lacerated bare feet. Beyond protection, these shoes helped set each child on the path toward his or her future, since children without shoes are not admitted into classrooms—although, at present, only 40 percent are fortunate enough to attend school. At an orphanage in the Delmas section of Port-au-Prince, at least 12 babies reached from cribs to be held and loved. Others lay quietly on the floor for lack of space. Here, I distributed onepieces, socks, blankets, pajamas, sandals and other baby products thanks to the generosity of BabyLegs, Chapter One Organics, Jannuzzi, Livie & Luca, Mooncakes, Room 7, Swaddle Designs and United Legwear. Orphanage staff removed the babies’ stained and sometimes tattered clothes and changed them into brand new, clean outfits. Holding the babies close, cuddling and kissing them was bittersweet, as they eventually had to be returned to their cribs (or onto the blankets on the floor)—for me, one of the most heartbreaking moments of the trip. But the uplifting truth is that dignity and healing come with the distribution of shoes and clothing—items that should be a universal right, not a luxury. How can you bring hope to the hopeless? In addition to efforts made by the general public via community drives and individual financial donations, there are very impactful ways for manufacturers, suppliers and retailers like you to help—from donating samples, surplus or quality defective clothing to making financial contributions to the cause. Retailers can also create check-out donation programs or host trade-in events. For more information on how you can contribute to Clothes4Soles’ efforts to put clothing on the backs of those in need, please contact chief development officer Keith Woodley at keithw@giveclothes.org.

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WRAPPED

Babywearing is becoming safer than ever as the industry seeks to soothe parents’ worries in the wake of recent recalls. By Audrey Goodson

Chic Papoose sling

Ring slings. Wraps. Pouches. Mei tais. The options seem

endless for parents seeking a stylish and comfortable way to tote their tots. With a wide array of cool new fabrics and varieties to choose from, it’s safe to say that babywearing has become a mainstay for active moms and dads. Yet despite the practice’s growing popularity, many parents wonder: Is it safe to say it’s safe? It’s a concern that was sparked in March when the U.S. Consumer Product Safety Commission (CPSC) recalled approximately 1 million bag-style slings, citing suffocation risks. Immediately, worried consumers began backing away from similar products. “As soon as the news story broke about the safety issues, our pouches stopped selling,” reported Molly Erftmier, owner of Belly Bump in Omaha, Neb. “We tried to explain to customers how to use them properly and that women have used baby carriers for years with no problems, but it was no use. We discontinued selling them a few months ago.” Despite the initial uproar, many retailers report that babywearing is bouncing back stronger than ever. “Right after [the recall] happened, we definitely had some concerned parents,” said Renee Vachon, who co-owns the Babymoon Boutique in St. Louis, Mo. “Because the one that was recalled was a pouch, those seem to be the ones that people are shying away from a little bit, but we are still selling them very well, even after what happened. Baby carriers are the biggest sellers in our store.”

Balboa Baby sling

Unlike soft structured carriers, slings and wraps aren’t currently certified by the JPMA. The CPSC has added them to the list of durable infant products that require mandatory standards, but until those are developed, the commission is working with ASTM International (originally known as the American Society for Testing and Materials) to develop voluntary standards, which should be finished by the end of the year, said McNeilly, who is a member on the subcommittee responsible for drafting the standard. “I would say most manufacturers are already compliant with the basic standard,” she noted. “They may have to change their labeling or manual a little bit to comply specifically, but most [manufacturers] are not going to have to change their product. The industry is already very concerned [about safety] and has been using really high-quality product and materials for years.” Many in the babywearing community echo McNeilly’s message that slings and wraps are just as safe—if not safer—than many other baby products. In fact, some vendors have started posting instructional videos and other safety measures on their websites. And after a safety standard is developed, manufacturers who pass the testing requirements will be able to receive certification from the JPMA—a designation that should go a long way towards easing parents’ concerns. In the meantime, how can retailers convince customers that slings and wraps are a safe, comfortable and practical way to carry young children? We asked several successful retailers and industry experts to share their top tips.

Joanna McNeilly, owner of Metro Minis in New York, agreed that the practice isn’t just a passing fad. Her store’s Babywearing 101 class has been packed with a dozen parents every week, and she credits the basic benefits of the practice for its enduring appeal. “It’s a biological norm for babies to be carried,” she explained, citing the advantages. “When children are carried, the mother and baby are in a symbiotic relationship, and they exchange hormones with each other that make each other happier.” Plus, she added, when carriers are worn properly, babies cry less and spend more time in a quiet, alert state—the best for learning and brain development. Aside from the benefits for baby, parents love the obvious perk of having their hands free while keeping their precious cargo close. “Wearable baby products like soft carriers and slings continue to grow in popularity with parents and caregivers because they provide comfort and security for the baby while allowing mom or dad some freedom,” noted Amy Chezem, communications director for the Juvenile Product Manufacturers Association (JPMA), which has been promoting sling safety by publicizing guidelines developed by the CPSC. According to those guidelines, parents and caregivers should exercise caution when using slings for infants younger than four months, especially if the infant is a preemie, low birth weight twin, or has breathing issues—conditions that increase the risk of suffocation. The CPSC also released an image depicting the proper way to carry a baby in a sling, with its chin up, face visible, and nose and mouth free—not covered by fabric.

1. UP YOUR OPTIONS Keeping a large variety of slings and wraps in stock and providing knowledgeable, personalized attention are two of the most common ways you can keep your customers at ease, said Giselle Baturay, owner of Granola Babies in Costa Mesa, Calif. “What will work for one person is not going to work for the next person,” she explained, noting that finding the right fit for a customer’s size, baby and lifestyle is a delicate balancing act that often requires a lot of in-store trial and error. “A lot of times I’ll hear a mom say [a carrier] didn’t work, and I want to ask, ‘When you went shopping for jeans and you tried on a pair that didn’t work, did you give up on jeans?’” At Vachon’s boutique, every employee is required to read the manufacturers’ manuals and watch the instructional DVDs for each product. When a customer is selecting a sling, “usually we put it on ourselves and show them how to use it with a weighted doll,” she says. Then the customer practices with the product, to ensure that mom is comfortable and the baby is secure. In addition, Vachon keeps the CPSC guidelines on hand for her employees to read and properly explain to customers. 2. OFFER OUTSIDE HELP For parents who are having trouble bundling their little one into a wrap or sling, some shops, like Metro Minis, host their own weekly classes taught by experienced instructors. Other retailers, like Babymoon Boutique, offer a monthly demonstration of the store’s products. Baturay steers her shoppers towards a local babywearing group or an online community. “A lot of times, they’re just using it incorrectly,” she explained, “and that’s where getting that local or online support really, really comes in handy.” >55 E A R N S H AW S . C O M • O C T O B E R 2 0 1 0 3 3

ADVERTORIAL

Branded Children’s Wear at Affordable Prices More Relevant than Ever

Value Proposition With the economic recovery remaining stagnant, consumers continue to seek value to save where they can. For over 150 years, H.W. Carter & Sons has stood the test of time by consistently offering great product at exceptional prices under their trademark Carter’s Watch the Wear. Today, Carter’s Watch the Wear has become the alternative to higher priced brands because it delivers comparable product at a fraction of the cost. Alan Maleh, C.E.O of H.W. Carter & Sons, sees Carter’s Watch the Wear as the brand parents can turn to for everyday apparel. “We put a lot into our product. For years, we have been providing consumers with a low cost option to GAP Kids and Ralph Lauren.” Carter’s Watch the Wear spans the categories of children’s apparel, outerwear, sleepwear, underwear, socks and school uniforms, and men’s apparel in Japan, with 12 current licensees. Not to be confused with the “other Carter’s” children’s brand, this Carter’s was established in 1859 in Lebanon, New Hampshire and is the original Carter’s—the premier manufacturer of denim overalls and work wear. The brand’s roots continue to inﬂuence its current collections. Nostalgia is what caught VP of Star Ride Eddie Shalam’s eye 12 years ago when he was approached about the Carter’s Watch the Wear license. “I was familiar with the brand because it was something my mother dressed me in when I was a kid. Some of my salespeople had similar memories.” Since then, Star Ride has held the license for boys’ wear in sizes toddler to 20. Allura Imports is another veteran licensee for sleepwear, underwear and school uniforms. Nathan Kraiem, Business Development Director said, “We take what’s trending and use it to create product that looks a little different. We offer more attitude and fashion in our Carter’s Watch the Wear collection.” Weeplay, which holds the newborn, infant and toddler licenses, focuses on denim-driven sets and dresses. Joey Esses, Executive VP said, “Since 2009, we have focused on key items at sharp price points which have enabled us to see tremendous growth in a climate where most companies are experiencing a downtrend in business.”

www.carterswatchthewear.com

FAMILY AFFAIR Children’s wear vendors consider what roles their sons and daughters might play in the future of their businesses. By Cara Clinton MUCH OF THE children’s wear industry is about family—celebrating new arrivals and dressing little ones for milestone moments. So it’s only natural that as business proprietors look to the future, they look to their own kids—many of whom have grown up as these companies matured—for signs that they’re willing and able to take the reins one day. In some cases, offspring yearn to go out and make their own mark before returning to the fold. Others know from the start that the family business is their calling. Although the transition from kid to colleague can take some adjustment, parents often find their children bring a wealth of experience and a fresh perspective to the companies they’ve so lovingly built. Laurie Snyder, president of Flap Happy in Santa Monica, Calif., has four kids between the ages of 12 and 23 (the line was originally created for her oldest son, Cody), and said she would love to have any of them join the business—provided it’s of their own volition. It’s a real possibility: Her 15-year-old son, Logan, has expressed an interest in fashion, and her daughter, Kelly, spent the spring studying in Cape Town and hopes to collaborate with Flap Happy to establish sewing factories in the Congo to empower the local women. Snyder’s other two children have begun separate careers, but they are keeping their options open. “They know there’s a future here for them if they want it, but they’ll be more appreciative of the way things are run here once they’ve worked at other places,” Snyder explained. For husband-and-wife team Michael and Uli Belenky, who launched the Zutano brand 22 years ago, work and life have always

36 EARNSHAW’S • OCTOBER 2010

intertwined. After starting the company in their New York apartment, the couple moved to a 70-acre farm in Cabot, Vt., where they could keep the business on their property and still spend time with their two daughters, Sofia and Ella. “There are so many demands pulling you away from family today, so being able to keep our offices close to home was a benefit,” Michael said. Now that the girls are 21 and 19, the question of whether they will join Zutano is on everyone’s mind. Sofia, a senior at Studio Arts at Bard College in New York (where Ella also studies), is helping merchandise Zutano’s FAO Schwarz shop-in-shop this fall. After that, she thinks she’d like to play a role in the business she’s grown up with, but her parents want her to be absolutely sure before taking that leap. “Both of our girls are very creative, with tremendous skills and possibilities,” said Michael, “but we feel they need the opportunity to follow their own path.”

CONTEMPORARY WISDOM

Le Top founders Chris and Paul Lun encouraged their children to do the same. Though their older kids opted for culinary and legal careers, their youngest, Melissa, joined the company this year. She wanted to join the family business after college, but her parents weren’t sure she was ready. So Melissa first pursued a public relations career in Los Angeles. She later moved to New York, where she founded the global PR division of the fashion communications firm Starworks and served as the senior communications manager for Tommy Hilfiger, among other roles. Melissa’s market knowledge and publicity skills serve her well in her new role as communications director for the Richmond, Calif.based brand. She launched e-commerce sites for both Le Top and the company’s second brand, Rabbit Moon. What’s more, she has opened her parents’ eyes to the power of social media. “The first thing Melissa did was set up a company Facebook page,” Chris said. “She brought an awareness of how important social media is to retail these days.” Jeno Kalozdi (who goes by his nickname, Kicker) is applying similar knowledge to his family’s 37-year-old business, Kalencom Corp. At just 25 years old, he has joined his parents, Monica and Jeno Kalozdi Sr., at the New Orleans-headquartered juvenile products manufacturer. Kicker became an employee of the family business last January and dove right in, spearheading the website development for Kalencom’s Hadaki division. He’s also had the chance to put his marketing degree and MBA in international business to good use. But most importantly, his mother said, he brings a vital contemporary edge. “For any company to really survive it has to stay current—especially in a fashion-oriented business,” said Monica, who is a partner at Kalencom along with her husband. “Kicker brings his youth and knowledge of new technology like Facebook and Twitter, which for my generation were nonexistent.” Likewise, Marcia Levine, president of Jamari Ltd., a U.S. importer of European children’s clothing, said her son Jared has kept them up-to-date in terms of technology and fashion trends. Since joining the New York-based company as vice president, he has expanded its corporate showrooms, customer base and collections. “Jared brings his youthful energy and drive to provide the best brands and the highest level of customer service,” said Marcia, adding that his skills complement her 22-year industry background. “We have a similar mindset, with a very strong work ethic.” Jared’s determination and enthusiasm helps as well. “When I was 12 years old, I was sorting hangers,” he said. “Mom encouraged me to do anything other than the clothing business, but there was no stopping me. I knew I wanted to be here.”

Clockwise from top left: Chris and Paul Lun of LeTop. Laurie Snyder, president of Flap Happy, with her son Cody. Siblings Charlotte and Michael Rashti. Zutano co-owner Michael Belenky with his daughters. Rob and Shelley Hunt of Skivvydoodles. The Wee Ones team: Miles Faust, Barbara Agatstein and Betsy McPherson. Marcia and Jared Levine of Jamari. Kalencom partner Monica Kalozdi with her son Kicker.

E A R N S H AW S . C O M â&#x20AC;˘ O C T O B E R 2 0 1 0 3 7

TIES THAT BIND

For this mother/daughter pair, remaining true to the family brand meant exposing it to outside expertise. In July, the decided to sell the Working with like-minded people is just one of the positive aspects assets of their company to Miles Faust, a consumer of a family-run business. The team also naturally products industry veteran. “I’ve been running the shares the same goal: to have a thriving operation business for 10 years, but I am 36 years old; I don’t that benefits everyone involved. have the skills that Miles has,” Betsy said. Still, the Kicker—who jokes that he’s been working for pair remains involved in the business they cultivatKalencom since he was “in the womb”—said the ed, with Betsy staying on as president and Barbara biggest advantage is that he gets to share his accomassuming the role of chief design officer. “We are plishments with people he loves. “There is a true excited about the future,” Betsy said. passion for this because it is our family ‘thing’—I could never get that experience working in any other environment,” he said. “When we are sucMAKING IT WORK DO set clear goals and cessful it benefits the entire family and our city of An outside party can be an important mediator expectations of each other. at times, considering that a workplace shared by New Orleans, which we are very dedicated to.” That Revisit this list often and, passion has served Kicker well. He even started his family members also faces some unique challenges. as with everything, expect own Kalencom division, a line of paintball gear bags Among the biggest is managing expectations as the it to change. called RatCo, at the early age of 17. relationship takes on a professional angle. It’s not —michael rashti, Michael Rashti, CEO of Rashti & Rashti in New always easy for a mother and son, for example, to CEO, Rashti & Rashti York, noted there are several advantages that come shift into boss/employee mode, or turn the switch from being a third-generation family business. (His from on to off when the day’s work is done. Kicker DO define the times when sister, Charlotte, is the company’s president.) For of Kalencom—a self-proclaimed “mama’s boy”— you are going to discuss him, the greatest was getting hands-on training said with a laugh that now that he works with his business and times when from the company’s leaders—his father and grandmother, he’s sometimes reluctant to answer the you are not. —chris lun, father, who started the business (then known as phone when she calls, because he doesn’t know if vice president, Le Top Harry J. Rashti & Co. Inc.) in the 1950s. “The three she wants to speak to him as his mom or his boss. of us used to drive into Manhattan, about an hourThough the lines between business and family DO realize that you may and-fifteen-minute ride each way. I heard many of can blur at times, close connection is critical in a have to establish different their discussions firsthand and observed how they world where business moves at such a rapid speed, boundaries for different developed strategies to grow the business—outside said Michael Rashti. “One of the keys to maintainpeople in your life. the daily grind of the office.” ing a strong working relationship is to meet and talk —laurie snyder, Sometimes the information flows in the opporegularly and keep discussions open and candid.” president, Flap Happy site direction. In fact, plenty of vendors founded Communication has also been important to the their business after being specifically inspired by success of Jamari, said Marcia Levine. Their secret DON’T be afraid to bring their children and/or wanting to answer their speis respecting each other and avoiding egos and in expert help from outcific needs. This was the case for My Boy Sam/ power plays. “We almost always agree on issues, side the family—even if it Skivvydoodles of New Mildford, Conn. “When we and when we don’t, we either quickly compromise means bypassing a famadopted our son Sam, [my wife] Shelley wanted to or one simply defers to the other,” she said. ily member. —michael have a line of fun boys’ clothes, so she started My Straight shooting works for Snyder of Flap Happy, rashti Boy Sam,” recalled Rob Hunt, the brand’s co-foundwho at one point had her mother, sister and aunt er. Four years later, the couple adopted their son involved in the business. “There were some unspoDON’T take over the Jacob, who Rob said inspired their second brand, ken expectations and we went through a rough family business if it is And Then There Was Jake. “Other lines came about time,” Snyder admitted. Now, with that period not what you want to do. from recognizing what was missing in the market,” behind them, her mother still attends trade shows —rob hunt, he added. “Like great cotton pajamas in a full fit— on occasion, and Snyder recently began working co-founder, My Boy Sam/ hence Skivvydoodles.” with a close friend on her new boys’ line, Kai Bean. Skivvydoodles Sam hasn’t expressed a desire to join the com“Our family has spoken numerous times about pany (he’s currently in culinary school), but Jacob the need to separate our relationships,” said Chris DON’T go to bed angry. showed interest at an early age, Rob said. Jacob even Lun of Le Top. In addition to working with her —shelley hunt, designed one of the sweaters in the company’s latest daughter, Chris’ sister works in the company’s sales co-founder, My Boy Sam/ line, Artwalk. “From the time he was little, Jacob department, and her two other children used to Skivvydoodles was fascinated with trade shows,” Rob said. “This be involved, too. “We are not always 100-percent little voice would get on my phone and say somesuccessful, but we rarely mix conversations about thing like, ‘So, how are the bookings?’ I don’t know if family and business.” Melissa went as far as to draw he wants this for his future, but [since he’s only] 16, we have time to up an agreement with her parents that said if their work relationmake those decisions.” ship affected their family life, Melissa’s role in the company would The seed for Barbara Agatstein’s company also came from her dissolve. But so far, so good, Melissa reported, noting that she hopes child. Agatstein began making barrettes to tame her daughter Betsy’s that track record will continue. “My husband would love to know unruly hair, and her concept grew into the children’s accessories that the business didn’t end because we decided to end it,” said Chris company Wee Ones. Although Betsy McPherson never planned to Lun. “Whether it was one of our children or one of our close employwork for Wee Ones, she joined in 2000, learned every aspect of the ees [stepping up to the helm], it would be really fulfilling for us to business and later became its president. think the business would go on.” •

WHEN IT COMES TO NAVIGATING THE FAMILY BUSINESS...

38 EARNSHAW’S • OCTOBER 2010

CALENDAR

MARKET DATES & EVENTS

OCTOBER 2-5

AmericasMart Atlanta, GA (404) 220-3000 www.americasmart.com

2-5

LA Kids Market California Market Center Los Angeles, CA (213) 630-3600 www.californiamarket center.com

3-5

New York Kids Market Week 34 W. 33rd Street New York, NY www.nykidsmarket.org

NW Kids Show Embassy Suites, SeaTac Airport/Southcenter Seattle, WA www.nwkidsshow.com Des Moines Kids Show Comfort Suites, Living History Farms Des Moines, IA (800) 223-3377 ENK Children’s Club Javits Center New York, NY (212) 759-8055 www.enkshows.com

10-11

Illinois Children’s Apparel Group Embassy Suites St. Charles, MO (800) 223-3377

15-19

18-22

21-24

Dallas Apparel & Accessories Market Dallas Market Center Dallas, TX, (214) 655-6100 www.dallasmarketcenter.com

22-26

10-12

North Branch Kids 1229 N. North Branch, 3rd Floor Chicago, IL www.northbranchkids.com

10-13

Kidz at Stylemax The Merchandise Mart Chicago, IL (800) 677-6278 www.kidzatstylemax.com

Mid-Atlantic Children’s Apparel Sales Organization Show Doubletree Suites Hotel Plymouth Meeting, PA (215) 782-9853 ABC Kids Expo Las Vegas Convention Center Las Vegas, NV (210) 691-4848 www.theabcshow.com

13-15

California Kids Caravan Embassy Suites Monterey, CA (415) 297-3906

14-18

Atlanta Children’s Apparel & Accessories Market

23-26

Midwest Children’s Apparel Group Embassy Suites North Shore Deerﬁeld, IL www.midwestchildrensapparel group.com

24-27

United Boston Children’s Wear Show New England Merchandise Mart, Westwood, MA (781) 407-0055

Editor’s Note: Show details are subject to change. Please call the phone numbers or check Earnshaws.com for up-to-date schedules. Show sponsors may send updates to editorialrequests@9threads.com.

Q &

HIGH GEAR

The Petunia Pickle Bottom family: At far left, Korie Conant with her husband William and son Beckett. Braden and DeNai Jones with their sons, Miller and Sutton.

At the 10-year mark, the partners behind Petunia Pickle Bottom reﬂect on the company’s trajectory, from pioneering a new juvenile-product niche to the categories that will pave the road to the future for their parent-focused brand. By Caletha Crawford

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

DENAI JONES STILL remembers the first time she encountered a consumer carrying one of her bags: She was crouched behind her mother, gripped by panic. “We were in downtown L.A. shopping for fabric, and I was hiding behind fixtures in the store,” she recalled. “My mom said, ‘Why don’t you introduce yourself?’ But I was panic-stricken. I was so excited to see someone who actually spent the money to purchase the product.” Ten years after launching Petunia Pickle Bottom with her husband, Braden Jones, and her best friend, Korie Conant, the sight of one of her bags on a customer’s arm still gives the designer a thrill. Unlike the usual path that leads people into the children’s industry, DeNai and Braden weren’t frustrated parents looking for a way to reinvent the wheel. They were a young married couple who, instead of planning for a family, had dreams of charting their own path in life. From childhood, DeNai had been encouraged to pursue artistic endeavors, while Braden was preoccupied with the idea of starting a business of his own. “As far back as high school, I remember trying to plan out a career path but not really having a word for what I wanted to do at the time. I did know that I wanted to create, develop and start companies. I think it came down to the freedom that I perceived it would create at the time.” Today, the company they’ve built centers on a relaxed, fun working environment where employees often stay for years. The line, which started with diaper bags, has now grown to include layette, baby carriers and bedding that is sold in better boutiques and department stores worldwide. But as a teenager, Braden couldn’t have known the struggle and determination it would take to get there—a period DeNai remembers vividly. “People look in from the outside and say, ‘How great that you have your own company!’ But they don’t know how painful it was those first years,” DeNai said, recalling the stints the partners spent living with their parents and taking odd jobs to make ends meet. DeNai credits their work ethic, family support and belief in the brand for seeing them through those trying times. Ultimately, the three partners each had two other big advantages: each other. Their individual strengths are perfectly complementary, said founder and designer DeNai, who describes herself as “the creative,” CEO Braden as “the business” and CMO Korie as “the brand.” Braden keeps his eye on the big picture and is always calculating the company’s next step, be it moving production overseas, expanding into department stores or hiring the company’s new COO, Mike Fowler. “Braden has always been one to take a risk, whereas I’m more risk adverse,” she said. “He’s always the one to push the company to the next level, where I’ll say ‘Are you sure? I don’t think we can afford to do that.’ And then [his idea is] always the

Counter-clockwise from top: A strong brand message—demonstrated through the company’s awardwinning catalogs and hangtags that depict founder DeNai as a child— have been key to Petunia Pickle Bottom’s success.The company’s Boxy Backpack, then and now, has birthed coordinating accessories.

best decision possible.” Both DeNai and Braden agree that Korie, who joined the company a year after its launch, has been instrumental in not only establishing the company’s message, but also getting it out to the press and the public. The brand’s corporate persona—which focuses on style and function with a hefty dose of wanderlust—helped the company pioneer the “yummy mummy” concept and continue to thrive despite the recession. “Today, you’re seeing more of that ‘mom can be fashionable’ story [in the press],” DeNai said, noting that the industry has ﬁnally caught up to her original concept. “From the beginning, we envisioned a lifestyle brand with a story that every mom could relate to: You don’t have to lose your fashion savvy when you become a mother.” Now that the partners are parents them-

selves, they are able to provide deeper insights into their products and enjoy the “mindboggling” consumer loyalty they’ve developed over the years. This fervor for the brand has also helped them solidify retail relationships and real estate. “We know that when times are bad, retailers have less money to take risks on products they haven’t sold before,” Braden said. “But they know us and are conﬁdent that if they buy our product, it will sell.” What was the diaper bag landscape like when you launched? DeNai: Although we had a good reception [initially], I don’t think retailers knew what to do with us. The idea of a fashionable diaper bag was a hard sell in the beginning, especially for the price. At the time, it wasn’t an item that every baby boutique had sitting on their shelves. E A R N S H AW S . C O M • O C T O B E R 2 0 1 0 4 1

Q &

Those dollars were being spent elsewhere, in areas where they felt they could make a quick sale and satisfy their customers. Placing an order was a risk for them. They had to see the potential. Braden: Those original stores have stayed with us because they saw how fast the product sold once it was on the shelf. They took the risk, and it was something they hadn’t experienced before. DeNai: Those are the relationships that are really sentimental for us. When I see orders come across the fax machine from those original stores, I get a warm feeling because they’re still with us. What was the biggest hurdle when you launched your company? Braden: During that time we were struggling to keep up with production. We could only put out as much as we could afford to produce, which created stressful moments for us and the stores. They couldn’t reorder because we would sell out of goods. DeNai: We call that era “behind the curtain” because we were still working out of a garage. I had set up a voicemail system that said we had a customer service department, a shipping department, a design department, etc., but it was just Korie and I, and Braden helping with business strategy on the side. We were packing boxes, wearing every hat we could wear. Ten years later, diaper bags are the ‘it’ accessory. How do you feel about having pioneered this evolution? DeNai: It’s an honor to see that the category is now so large. People looked to us and thought, “That’s a place where we could generate revenue.” On the flip side, it must be frustrating to see competitors attempting to knockoff your designs. Braden: If you look at all of the other bags out there, you still know which is the Petunia bag. Whether it’s the functionality people love so much or the designs, it’s a unique product. Every six months DeNai and our team introduce new fabrics. We print, cut, glaze and hand-embroider the fabric, which is expensive and time-consuming—and difficult for others to copy. DeNai: I think that’s what sets our brand apart. At year five or six, we were seeing quite a few knockoffs, and that’s when we thought, “Let’s zig when they zag.” It’s also our brand story. When you go to our website, browse our catalog or read our hangtag, our message permeates everything. Our consumer would like to be in Marrakech or Brussels or the other places

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

the products evoke. They fall in love with the fabric from across the room, then step closer and see the item has function, and then they learn about the brand. Our brand identity translates through every detail. Having a consistent story and image is sometimes underrated in the children’s industry, but it certainly has its benefits. Braden: It’s not something we take pride in, but we have been able to build market share through the tough economy. I think that has to do with the fact that we have an actual brand, whereas others don’t. In this industry, people tend to not know what a brand is or what it should be, which is a problem for growth. Korie focuses on branding, works with our PR groups and marketing companies, and produces studio and lifestyle shots multiple times a year to tell our story. DeNai: Thankfully, we had a lot of product coming out of the gate when the economy [fell]. Having Korie onboard early helped us see the value of branding. We could see what it’s worth in the eyes of retailers and customers when there’s a story that goes with the product. It’s just a whole picture. I think a lot of companies hold out in spending money in that area. But [without a brand identity], it’s like you have this great product and put it in a cardboard box with no tissue or wrapping or hangtag or emotion. It’s the icing on the cake that makes a consumer fall in love with the product. If that starts early on, your brand is going to have a much longer lifespan. Over time, you’ve branched into new product categories. How do you decide which direction to take next? DeNai: Any new product comes from our consumer and retail feedback. [Mothers today] are more informed because of media and social networking and Facebook. There are so many more products on the market, and their expectations are higher. We get so many requests over Facebook for products, and if one becomes a trend and we see the market isn’t being filled, that’s when we develop a new product idea. Plus, we have two children, and Korie is pregnant with her second child, so now we experience the voids firsthand. Initially the bags had blankets and beanies included. The

hats became a small layette and swaddle collection, and now we offer the blankets in plush, fuzzy organic cotton. Customers loved our prints and wanted to see them translated into the home through bedding, and they wanted coordinated prints in the babywearing category. You’ve also simultaneously expanded your distribution. How have you done this without creating waves with the boutique base that supported you initially? Braden: We started selling at Nordstrom about six years ago. Shortly thereafter, a retailer approached me at a trade show and asked if we sold to Nordstrom. I was hesitant to say yes, because I thought she’d be disappointed, but she said, “I’m ﬁne with that, because as much as we don’t want the competition from Nordstrom, we use it in our sales approach. We say, ‘These bags sell at Nordstrom.’” That’s a good thing at the boutique level, because it means it’s a highquality product. DeNai: Before we sold to Nordstrom, we asked for their store list and chose 50 percent of their doors. If we had a highperforming boutique nearby, we chose not to sell to a particular location. We tried to protect the boutiques as much as we could. We’re also offering some exclusive fabrics and prints for Nordstrom, to separate them from the boutiques. Braden: We launched product at Pottery Barn Kids last month. It took a year from the time that they approached us because we wanted to do it right. All of the prints at Pottery Barn are exclusives. We have a sim-

“OUR BRAND IDENTITY TRANSLATES THROUGH EVERY DETAIL.” —DENAI JONES, OWNER/DESIGNER, PETUNIA PICKLE BOTTOM

ilar agreement with Gap. We protect our boutiques that way. These products are still high-end and the same price points. Would you say that, given your product selection, you were insulated from the economic fallout? DeNai: [Juvenile products] is an area where parents will spend money regardless of the economy. Since diaper bags are on the registry, a lot of our retailers commented that we helped them stay in business last year. They know it’s product they could keep on the floor and continue to sell. It may have been three or four people buying the bag as a group gift instead of each buying a separate gift, but it was product that people did continue to purchase. Braden: The last few years have been good for us. We haven’t gotten any push back on our pricing, but we’ve responded to the change in the market with lower price-point bags. We’re offering styles under $100—they typically run about $180 to $300. We’ve already sold out of our first run. We’ve heard [retailers say], “If you have Petunia, you’ll pay your monthly rent.” DeNai: Unfortunately, we have seen the fallout of the economy. We did lose a lot of our near-and-dear retailers. It’s been hard to see a lot of people we really care about close their doors. Braden: We’ve seen a lot of new stores open, though. We have a great sales team and reps who’ve been working nonstop for two years. DeNai: They’ve been making lots of in-store visits to find out how we can help with merchandising or provide more sales tools. Have those visits steered your designs or business decisions? DeNai: It’s so important to see how your product is merchandised and the real estate you have. You can help your retailers merchandise better, teach them how best to represent the brand and give selling tools to the salespeople. We’ll go in [undercover] and pretend to be looking for a diaper bag to see how they sell the product and what they’re lacking. Retailers are so appreciative when you take the time to visit them. They’re honored that you’re in their store. Braden: It’s also about listening to them. They may have a great product idea or suggestions for improvement. It’s good for everybody because you can get honest feedback. What are the most successful stores doing right? DeNai: It comes down to how they merchandise their products. In a successful store, items are well coordinated, well organized, and the salesperson has product knowledge and is willing to walk you through the product. Braden: The most successful retailers are the ones that commit to certain brands. I’m always disappointed when I go into a store and see they’ve tried to hit on too many things. In my opinion, they’re rolling the dice. The ones that commit shelf space and buy deeply with us buy consistently with us. DeNai: So many retailers have said that to us. They used to carry three of our bags and now they carry eight to 10 with more in the backroom, and their sales have quadrupled because they are representing the collection more. And when one item sells out, they’re able to put another one on the floor. I know for retailers it’s a financial commitment, but by committing, their sales have increased. What has been the best part about growing this business together? DeNai: I love that it’s something that we’re growing together with a bunch of other exciting and talented people. Plus, growing our family with the company has been a real benefit. We intentionally waited to have kids because the business was a child for us. Braden: This wouldn’t be as exciting if either of us had it by ourselves, but to share it is fun. •

Blu Pony Vintage denim dress.

BY CANDACE MEYER

THIS SPRING, DESIGNERS OFFER A POLISHED ASSORTMENT OF CUT & SEW LOOKS

REFINED DESIGNS ARE RIGHT AT HOME IN THE INFANT AND TODDLER CATEGORY.

COMFY AND CULTURED GARMENTS MAKE MOMS PROUD AND LET KIDS BE KIDS.

Hair and makeup by Tonya Noland for Mark Edward, Inc., Fashion editor: Angela Velasquez

On him: Sierra Julian dress shirt, vest with leathertrimmed pockets and khaki shorts. On her: Anthem of the Ants fluttersleeve blouse; bubble shorts by Millions of Colors.

Hair and makeup by Chuck Jensen for Mark Edward, Inc.

Angel Dear knit top and shorts; Pediped sandals. Opposite page: striped T-shirt by Rabbit Moon; Little Maven chambray shirt and shorts; Trumpette socks.

Striped button-up shirt by Zutano; Blu Pony Vintage layering tee; Minihaha denim shorts; Pediped sandals. Opposite page: Little Bean romper.

Top and capri pants by Tea Collection Opposite page: Cupcakes and Pastries dress.

Eddie Pen floral camp shirt, Dino e Lucia tee, eyelet shorts by Kanya, The Silver Company necklace. Opposite page: Blazer by Dino e Lucia, Isobella & Chloe dress, Marili Jean flower clip (worn as pin). 53

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Done Deal

The industry weighs in on whether market specials help spike at-show orders.

INCREASINGLY WHOLESALERS HAVE been employing an age-old tactic to entice retailers to commit to orders sooner rather than later: the show special. Discounts, free shipping and bonus units are just some of the ways brands try to convince buyers to leave paper during market. While these incentives are welcomed—and in some cases expected—the industry is divided over the sales power of these inducements. Lisa Monfried, owner of the Closter, N.J.-based Lemon brand, thinks offering specials is a great way to upsell a buyer who has already expressed interest in her line. “I do not think a buyer will purchase your merchandise because of a show special,” she said. However, she noted, “I feel they may be inclined to add a few other styles [if ] there is a special.” In fact, Christine Conell, owner of the All About April boutique in Naples, Fla., recalled beefing up a purchase to take advantage of a special that was only offered with a minimum buy. But instances like this are few and far between, she noted, because oftentimes she won’t hear

about these offers until it’s too late. “I usually get information when I’m at the show,” Conell explained. “It would be better to have the information in advance, because I go to a show with a well-planned budget.” Lynne Gonsior, founder/ CEO of the Uber Baby boutique agreed that a heads-up helps. “I love when vendors put their show special info on a postcard,” she said. “I gather the postcards with show specials and review them before hitting the show.” Gonsior counts free shipping and product as her favorite incentives, but she and other retailers say even bait like this has its limits. For example, Pat Binkley, owner of Pattycakes in Nashville, Tenn., is typically on a mission during market—for specific product, not special deals. “As a buyer, you’ve got to be interested in the line,” she said. “You’re not going up and down the aisles looking for promotions.” Gonsior agreed, noting that she won’t pick up a line based on its special offer—however, if it’s one that’s already on her radar, the incentive does make her more inclined to write an order on the spot.

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This type of reaction is exactly what Pediped has in mind when it dangles the free-shipping carrot at attendees. “We find that specials are effective at creating a sense of urgency at the show and help incentivize customers to place an order in the booth,” said Rudy Glocker, head of sales for the Henderson, Nev., footwear company, adding that his team gets the word out via SwitchittZ trade magazines and postcards. Whether it’s the brands’ designs or the deals at the root, Glocker confirmed that Pediped manages to pick up a number of new doors at each show. Gloria Davis, a Northwest sales rep, encourages all of her lines to offer some sort of bonus at shows. She said inducements like discounts and free shipping are popular, although she’s found that waiving minimums is the most effective way to introduce a new brand. Regardless of the method, Davis affirmed that show specials are proven sales tools. “They definitely attract new retailers,” she said. “A show special can pretty much close the deal for me.” —Caletha Crawford, with reporting by Roxanne Fequiere

Wrapped Up

SAFETY PATROL

continued from page 33 3. URGE CARE AND CAUTION While babywearing support groups and in-store consultations increase the odds that customers will use a sling safely, the best advice for parents is the simplest, many retailers said: Follow instructions. “We tell everybody who buys a sling from us that they need to read the instruction manual, and if it comes with a DVD, they need to watch the DVD,” Vachon said, stressing that the visual demonstrations provide important information. The proper use of a sling or wrap often depends on the product itself, McNeilly added, so while the CPSC guidelines are a start, following the tips included with the product is often a parent’s best bet for keeping their baby safe. Vachon also urges parents to remain aware of their child when using these products. “One thing that we highlight [to customers] is that it’s an active carry,” she explained. “I have a 7-month-old baby and I carry my child all the time. Yes, it’s hands free, but I’m not forgetting that she’s there.” •

Vendors get down to the nitty-gritty to ensure babies stay secure. Looking for ways to educate your customers on safe babywearing techniques? Manufacturers of slings, wraps and other such products are dispersing a wealth of information meant to put you and your clientele at ease with the practice. From including detailed instructions and the CPCS’s safety guidelines inside the product’s packaging to posting how-to videos online, companies’ efforts show that baby’s well-being is always top of mind.

Maya Wrap demonstrates proper use on YouTube.

BabyHawk’s online photo tutorial shows how to secure a baby in its mei tai carrier.

E A R N S H AW S . C O M • S E P T E M B E R 2 0 1 0 5 5

STYLE INCUBATOR

Earnshaw’s presents Style Incubator, our special advertising section, designed to nurture new and emerging brands in children’s fashion.

FLOATIMINI

(201) 618-4406 www.floatimini.com Floatimini’s swim collection offers a diverse selection of bikinis and one-pieces, while the resort line tops off the look with hoodies, wrap skirts, sun dresses, shorts and T-shirts. Using soft cotton and drawing from a vintage sensibility (flirty details and jaunty ruffles are a specialty!), the company has created quality clothing that is fun, bright and safe. Each item is meticulously designed with the love and attention only a beach-loving mama can bring!

TARAVAT KIDS (513) 619-9559 www.taravatkids.com

KIDCUTETURE (609) 216-7490 www.kidcuteture.com

KidCuteTure is a designer line for girls ages 2 to 12. The label’s clothes stand on the strength of their truly unique designs, which capture imagination with beautifully cut original silhouettes crafted in kid-friendly soft cottons. The line is inspired by the European commitment to quality, the Japanese curiosity with form and an American sense of humor. KidCuteTure is a motherdaughter team committed to building comfortable and functional apparel for daring little girls everywhere. To preview Spring ’11, visit one of its showrooms or view the online catalog.

Taravat Kids’ collection blends style and sustainability to offer contemporary, playful and feminine designs for girls ages 2-8. “Taravat,” a Persian word meaning “freshness,” captures the liveliness of the styling and the forward-looking social and environmental consciousness that guides the label’s identity. Spring ’11 features handpainted and brightly printed organic and fair-trade knits in adorably easy dresses, tunics, skirts and coordinates. Garments are handmade in the USA and bear Taravat’s signature “Made Just for You” label. Wholesale prices range from $8-$18 for separates and $22-$28 for dresses.

A.BIRD

(904) 710-3549 www.abirdbaby.com A couture children’s line catering to the most discerning tastes... A.Bird offers the look of organic evolved with a touch of whimsy thrown in... precise detailing... heirloom construction... the finest fabrics and finishings... the perfect combination for what is beautiful... today... tomorrow... the practicality of being machine washable... the pride of being made in the USA...

MUSTARD PIE

(630) 405-9997 www.mustardpieclothing.com Mustard Pie Baby and Girls clothing was created in the interest of every daydreamer, twirling princess and butterfly catcher wandering around the world. Our soft cottons and kaleidoscope of colors are sure to delight.

Childhood and memories... solely a moment… yet forever… to be beautiful, timeless like the flight of… A.Bird

Dreamed up and made in the U.S.A. Serving up sizes 6-24 months and 2T-8. Check out our showrooms at www.janethunterhawkins.com and www.jenniferrushkids.com!

MALI KIDS

(646) 703-4469 www.mali-kids.com Mali Kids is a deniminspired clothing brand for girls between the ages of 2 and 12 years. Our vision is to create an updated and redefined contemporary urban denim style that radiates comfort, ease and fun without compromising quality and durability. As a result, each piece is made with high-quality materials, such as denim and twilled cottons that are designed for superior comfort, and style that is modestly expressed through clever details, color and textures.

LUNA LULLABY (866) 583-5862 www.lunalullaby.com

Luna Lullaby has combined its parenting and medical knowledge with the knowledge of leading experts in comforting and soothing infants. The result is a collection of top-quality, multi-award-winning products including the Bosom Baby pillow and the Soothing Blanket. Luna Lullaby also provides the latest in educational advice, all designed specifically for parents and their new babies. The goal is to minimize stress and instill confidence in mom and dad, enabling them to easily and consistently soothe, comfort and nurture their baby.

STYLE INCUBATOR

MILLIONS OF COLORS

EZ SOX

www.millionsofcolorsny.com

(212) 465-7412 • www.ezsox.com

Reflecting the elegance and sophistication of a metropolis, Millions of Colors allows cosmopolitan girls ages 2 to 14 to express their individuality and playful curiosity through a mixing and matching of styles. The Spring ‘11 collection celebrates little girls.

EZ SOX are fun learning socks for kids and a helpful teaching tool for parents. The socks help build the confidence children need as they learn to dress themselves. Our unique design helps a child pull on their socks with ease. Reinforced loops give tiny fingers a strong grip for pulling over tiny toes. Cute animal faces act as a guide, showing them which way is up, while solid colors are available for dress up. Nonskid bottoms make EZ SOX safer on slippery surfaces. Made Seamless for Sensitive Toes.

What are little girls made of? Sugar and spice, with a dash of sweetness, sensibility and sassiness, as served up in our “Cupcake Collection.” Versatile, lightweight and colorful, the styling is perfect for the imaginative young girl on the go.

New Exciting Animals for the Fall! Red Lady Bug • Black Penguin • Olive Khaki TRex Check us out at the upcoming October ENK Children’s Show Booth #7522!

Visit us at the Duo Showroom booth at ENK! To view the line, visit our reps: East Coast - Duo Showroom, (212) 354-2371, robin@duokids.com West Coast - Metropolitan Kids, (213) 489-0830, michael@metrokidsla.com Mid West - Robert Centen & Associates, (312) 464-0999, heidicenten@sbcglobal.net

SKYLAR CLOTHING

BAKA DESIGNS

Skylar Clothing offers boys and girls infant to 6 years old imaginative and comfortable playwear, including everyday coordinates in high-quality, versatile fabrics featuring Skylar’s own unique blend of ultra-soft bamboo fabric. The Spring ’11 collection is lovingly manufactured by the designer’s own family, longtime textile and apparel entrepreneurs. Wholesale prices start at $8.50. Visit us at ENK’s Children’s Club booth #9320 or contact our reps:

Baka Designs presents jewelry that embodies true femininity and simple elegance. Unique and beautiful designs are handcrafted using Swarovski crystal elements, the highest quality of manmade material, and .925 sterling silver. Baka Designs jewelry is made using the highest standards of excellence in craftsmanship. Our philosophy is simply to create beautiful lasting designs that girls of all ages can wear to express their true inner spirit.

(818) 647-1382 www.skylarclothing.com

West Coast – Clothing the Boom renee@clothingtheboom.com www.clothingtheboom.com East Coast – Tiny Ginger tinyginger@gmail.com www.tinyginger.com

(905) 746-5082 www.bakadesigns.ca

Visit our reps: Ali’s Market New York, N.Y. www.alismarket.com Del Rio Agency Vancouver, B.C. www.delrioagency.ca

FUNKY JUNQUE (877) 494-5678 www.funky-junque.com

Funky Junque is proud to announce a new line of the cutest stocking stuffers! Following the company’s widely successful Animal Blingdom necklaces, Funky Junque’s Holiday Blingdom line features an adorable collection of seasonal necklaces. The pendants are hand painted, plated in sterling silver, and feature a Santa, Snowman, Dog and Bear. They are the perfect stocking stuffer or grab bag gift for any young girl and come prepackaged in coordinating felt covered boxes! A purchase of 24 pieces—six of each style—comes with a festive display. Funky Junque carries over 600 items for girls of all ages! Register online at www.funky-junque.com to see our wholesale prices. UPCOMING SHOWS: October 3-5: Children’s Club, New York Javits Center, Booth #8509 October 21-24: Dallas Apparel & Accessories, Dallas Market Center, 13th Floor, Room 232 October 23-26: Chicago Stylemax, Merchandise Mart, Room 8041

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Style, Function and Value! The

Clean Shopper

MRS. SMITH’S DIAPER BAGS ARE THE ONLY DIAPER BAGS ON THE MARKET WITH A PATENTED PULL-OUT DRAWER!

These diaper bags are the first in a collection of bags designed with the needs of the day in mind. Your day should be about the important events in your life, the precious and tender moments you share with your children in their earliest years. With my diaper bag, you will know with confidence that what you need throughout the day is all in the bag! VIEW THE ENTIRE COLLECTION AT WWW.MRSSMITHSBAGS.COM Larry Lucas, America’s Mart Apparel Bldg. 3 Floor 13 250 Spring St. Suite 13W126 Atlanta, GA 30303 Phone: 404-688-2847 larry@larrylucasinc.com Cass Bisbikis Northern CA and Northern NV Phone: 916-649-1888 cass@cassbsales.com

Stephen Rappaport NY and NJ Phone: 516-569-3149 sjr2348@msn.com Dave Knox, Knox and Associates IL, IN, OH, MI, WI, MN, ND, SD Phone: 815-254-1749 dave_k_79922@yahoo.com

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WHERE TO BUY

FIND TOMOR ROW’S TR ENDS NOW

Net TULLE Tricot UNWRAPPED Angel Dear (800) 978-8088 I’m Yours (800) 523-8875 Pearhead (800) 827-6985 Preemie-Yums (503) 391-9455 Silly Souls by Baby Gags (415) 6150597 Urban Bratz (310) 849-4152 Wry Baby (704) 660-6955 Zutano (800) 287-5139 TAILORED TURF Angel Dear (800) 978-8088 Anthem of the Ants (213) 688-9590 Blu Pony Vintage (212) 354-2371

Cupcakes and Pastries (646) 645-9773 Fore!! Axel and Hudson (212) 354-2371 June Plum (213) 239-9190 Little Bean (347) 394-3151 Little Maven (888) 535-0030 Millions of Colors (212) 354-2371 Minihaha (866) 262-2654 Pediped (800) 880-1245 Petit Bateau (212) 868-7722 Rabbit Moon (510) 222-5843 Right Bank Babies (213) 621-1681 Sierra Julian (212) 359-9531 Tea Collection (415) 621-9400 Trumpette (888) 894-7770 Zutano (800) 287-5139

www.tutufabric.com Fashion Fabrics

THE LOOK A for Apple aforapple.net Baby Dior (212) 695-1733 Custo Growing (212) 564-3031 Dorissa (212) 842-4122 Kico Kids (212) 675-5426 Little Maven (888) 535-0030 Masala Baby (917) 331-1766

AD INDEX ABG ........................................................ Americas Mart ...................................... Baby Banz ............................................. Baby Bella Maya .................................. Baby Ease ............................................. BabyLegs .............................................. Baby Soy ............................................... Balboa Baby ......................................... Bari Lynn ............................................... Beco Baby ............................................. Bows Arts .............................................. Carter’s Watch the Wear ................... Corrine ................................................... Dallas Market Center .......................... Fierce Hugs ........................................... GLM ........................................................ Gossip Girl ............................................ Haba ....................................................... Halo Innovations .................................. Hatley ..................................................... Hudson Threads .................................. Huggalugs ............................................. Jamie Rae Hats .................................... Jannuzzi ................................................ Jefferies Socks ..................................... Kicky Pants ........................................... Little Me ................................................ Luna Luna .............................................

30-31 13 24 24 61 14 43 27 61 54 62 34-35 60 17 25 6 2 23 61 CII 39 62 61 62 39 23 3 25

Mooncakes ............................................ Mrs. Smith’s Bags ................................ My NapPak ............................................ Myself Belts .......................................... NOO ....................................................... No Slippy Hair Clippy ......................... Nowali .................................................... Peace of Cake ...................................... Pediped ................................................. Petunia Pickle Bottom ....................... Pinc Premium ....................................... Pink Axle ............................................... Pink Pewter .......................................... Primigi ................................................... Right Bank Babies ............................... Rock Me ................................................. Ruffle Butts ........................................... Snopea ................................................... Stella Industries ................................... StyleMax ................................................ Susu & John .......................................... Tractor ................................................... Twirly Girl .............................................. United Legwear ................................... Up And Away ....................................... Washington Shoe ................................ Western Chief ...................................... Zutano ...................................................

60 61 61 62 62 62 60 8 7 CIV 21 62 60 4 15 43 60 10 25 CIII 60 59 29 1 60 9 55 5

COMING IN THE NOVEMBER/ DECEMBER ISSUE

FALL ‘11 OUTERWEAR COZING UP TO THE TOP TRENDS TRADE SHOW ORGANIZERS PREVIEW THE NEXT SLATE OF SHOWS EVERYDAY STYLE THE LEADING SPORTSWEAR LOOKS

E A R N S H AW S . C O M • O C T O B E R 2 0 1 0 6 3

THE LOOK

PAINTERLY EFFECTS Watercolor prints blur the line between apparel and art this spring. by caletha crawford

A for Apple tank

Baby Dior dress

Masala Baby dress

Custo Growing tunic

Dorissa dress

Kico Kids dress

Little Maven tee

6 4 O C T O B E R 2 0 1 0 â&#x20AC;˘ E A R N S H AW S . C O M

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