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TWEEN SPIRIT • PRESIDENT OF STRIDE RITE CHILDREN’S GROUP SHARON JOHN • ABC KIDS EXPO MUST-SEES

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From first steps to first days of school and beyond, we celebrate the milestones of childhood.

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9

EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) Vol. 96 Issue 9. The business and fashion magazine of the children’s wear industry is published monthly by Symphony Publishing NY, LLC, 36 Cooper Square, 4th Floor, New York, NY 10003. 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 o!ces. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2012 by Symphony Publishing NY, LLC. Postmaster: Send address changes to Earnshaw’s Infants, Girls and Boys Wear Review, P.O. Box 8548, Lowell, MA 01853-8548. Publisher is not responsible for unsolicited manuscripts or photos. Any photographs, artwork, manuscripts, editorial samples or merchandise sent for editorial consideration are sent at the sole risk of the sender. Symphony Publishing NY, LLC will assume no responsibility for loss or damage. No portion of this issue may be reproduced without the written permission of the publisher. Printed in USA.

Noelle Heffernan Publisher

Jennifer Cattaui Editor in Chief

Nancy CampbellCreative Director

Angela VelasquezFashion EditorLyndsay McGregor

Maria Bouselli

Megan FernandezEditorial Intern

Trevett McCandliss

Tim Jones

Michel Onofrio

Caroline Diaco

Sarah Sutphin Broglie

Alex Marinacci

Jennifer Craig

Steven Hemingway

Laurie Guptill

Melanie Prescott

Mike Hoff

Sales/Editorial Offices

4th floor

Tel: (646) 278-1550

Circulation Office

Tel: (800) 964-5150

9Threads

Tel: (440) 871-1300Xen ZapisLee ZapisRich Bongorno

OCT. 2012FEATURES 34 Dreaming of Sugar Plum

-

36 Rite Foot Forward

40 Fresh 25

44 Tween Spirit

FASHION

48 Folk Tale

10 12 18 Fresh Finds 20 22 24 On Trend 26 30 In Focus 61 Calendar 64

Top, from left: Levi's plaid button-down hoodie, Tocoto grey shirt, Imps & Elfs distressed jeans, socks by Planet Sox; Lucky Brand denim jacket, Appaman shirt, Tocoto pants, Planet Sox socks. Stylist's own vintage hat and boots. Bottom: Royal Couture dress. Cover, from left: Imps & Elfs henley worn over Blu Pony Vintage dress; Eddie Pen button-down shirt, American Apparel thermal, Catimini jeans, suspenders by Blu Pony Vintage; Le Petit Coco cream tee, American Apparel thermal, shorts by Imps & Elfs, vintage hat; Wes & Willy cream long-sleeve shirt, Diesel overalls; Levi's denim vest, plaid button-down hoodie by Diesel, Riley denim shorts; Blu Pony Vintage jumpsuit.Photography by Cleo Sullivan.

48

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PAGING THROUGH OLD issues of Earnshaw’s from the ’60s, I laughed out loud when I learned we called those 8 to 12 inbetweeners “sub-teens.” Now they’re simply dubbed “tweens.” But both these names betray the fact that we haven’t quite figured them out. They are more sophisticated than tod-dlers, but not as precocious as teenagers. We’ve crafted special fashions for them, “taking down” junior and women’s styles and tweaking them to be age appropriate. It’s a thankless middle where manufacturers are often criticized by moms for cutting garments that look too mature, and by kids who worry about appearing baby-ish. Designers at the top of their game strike the right note of measured maturity.

In the ’60s, tweens were just starting to get some individual attention for their power over household decision-making, and today their wealth of purchasing control in the market has only increased. Tweens are a highly desirable demograph-ic for manufacturers, marketers and retailers to harness for their fearless fashion sense and wildfire peer-to-peer influ-ence through traditional and online channels.

For our fashion story “Folk Tale,” shot by Cleo Sullivan, our tween models don one of their most preferred uniforms—denim jeans and tees exuding rebel cool—with a backdrop of a Long Island farm.

In our feature “Tween Spirit,” we learn that there are no rules to fashion for this market as they mix-and-match their favorite garments with no concern of what “should” go together. A Dolce and Gabbana skirt combines easily with

street vendor finds and Ralph Lauren wingtips.We’re not only addressing the tween market; we’re also cov-

ering the baby and kids gear and goods extravaganza happen-ing in Louisville, KY, this month at ABC Kids Expo. In our gear go-to “Fresh 25,” we highlight the must-sees at the show des-tined to become this year’s “must haves” on the store shelves.

This month, we were lucky enough to speak with several prominent manufacturers and get some great insight into their worlds. In our Q&A “Rite Foot Forward,” we sat down with Sharon John, president of Stride Rite Children’s Group, to learn more about her vision for the nearly 95-year-old brand as she looks to explore the international market.

We also chatted with Michael Fallas, CEO of Sugar Plum NY Inc., and got the scoop on the company’s recent licensing ventures.

This month’s issue is special for yet another reason: We’re announcing our Earnie Award winners, named best in their category from retailers across the country. We invite you to join us on October 22 to toast to them, to a new crop of Hall of Fame honorees, and to Earnshaw’s for leading the children’s retail charge for nearly a century.

Hope to see you there!

EDITOR’S LETTER

Tweens re-write the fashion rules. Farmhouse Rock

JENNIFER CATTAUIjennifer.cattaui@9threads.com

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talking points

LAST MONTH, THE American Apparel and Footwear Association (AAFA) hosted a webinar to discuss the new “CPSC Testing and Certification Rule,” under the Consumer Product Safety Improvement Act (CPSIA). Related to this pending new rule, the Consumer Product Safety Commission pro-posed a new regulation in children’s products that would allow lead substrate testing using X-ray fluorescence (XRF), in addition to their approval last year of high-definition XRF (HDXRF) in testing for lead in paints and other surface coatings. Quin Dodd, product safety law attorney and former chief of staff at the CPSC, explained that the Testing and Certification Rule will require records of sufficient certification testing, periodic/pro-duction testing, undue influence policies and training, and material change tracking, with all testing being completed at CPSC-approved labs with permitted testing methods.

At this time, the CPSIA requires third-party testing and certification by both domestic manufacturers and importers for children’s products, including phthalates in “child care articles” and children’s toys, small parts, lead in substrates and paints, flammability in children’s sleepwear and regular clothing and nursery products. In addition, he described how the Component Part Testing Rule cur-rently in effect permits reliance on testing and certification of physical components or raw materials as well as finished items if record keeping and “due care” obligations are met.

Dodd explained that the new Testing and Certification Rules allowing lead testing by legacy (XRF) HDXRF have several advantages: faster turn around; the ability to do on-site, non-destructive testing; cost effec-tiveness; screening, verification and QA testing; and portability. For lead testing in substrates, both machines can be used to test homogenous plastic substrates. For testing lead in paint and similar coatings, however, only HDXRF and ICP (“wet chemi-cal” analysis) are CPSC-approved methods.

According to Dodd, HDXRF is more precise and reliable than traditional XRF not only when it comes to paints

and surface coatings but also in substrates, particularly metals, because it eliminates background noise. All major test labs now use HDXRF technology in its bench top format, and a new portable HDXRF device is now avail-able. In addition, HDXRF has the capability “to quantify toxic element concentrations for both the coating and the base materials separately,” according to Satbir Nayar, product manager at XOS. HDXRF also can focus on a 1-mm area on a surface, which allows for testing of small product features.

A proposed rule, the so-called “1112 Rule,” would expand the use of XRF testing as well. The rule states that both HDXRF and legacy XRF can be used to test most substrate mate-rials, but would demand the following: that homogeneity is predetermined; no measure-ment can exceed 70 ppm; neither of the XRF devices can be used for glazed ceramics or plated metals; and legacy XRF requires daily and substrate-specific calibrations of instru-ments. Once this rule takes effect, Dodd says that both legacy XRF and HDXRF will be the favored option in regards to lead testing.

Dodd stated that HDXRF should make sense for the majority of lead paint testing, for both “wet” paint and finished product or component testing, and that legacy XRF can be used to determine if lead issues exist “and to conduct spot or verification test-ing and screening for gross violations.” He advises retailers to organize products into categories to determine what CPSC testing and standards need to be met, produce testing protocols for supplier requirements, depend on both supplier certification and component testing and ask for XRF or HDXRF testing when possible.

To view the presentation, visit the AAFA’s website at www.wewear.org—Maria Bouselli

CPSIA Update: XRF Testing

Make your travel plans now to attend.

dallasmarketcenter.com | 214.744.7444

SWING INTO

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January 24-27, 2012

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talking points

IN A METROPOLIS where tweens have instant access to fast fashion, up-and-coming designers and rows of vintage shops to explore, New York City’s youngest sartorialists can now get a hands-on fashion experience at The Fashion Class, a Midtown sewing and design school for children and teens. Former stylist Kerri Quigley started the program for 6- to 18-year-olds last September after her sold-out fashion summer camps doubled in size each season. Since then, after-school and weekend lessons in fashion illustration, design and sewing, accessory design and haute couture have taken off.

Quigley and her team of instruc-tors with backgrounds spanning costume design to Project Runway, guide kids on how to measure, cut and work a sewing machine. “We

start small with projects like a tote bag or clutch and then move onto pajama pants and dresses. We like to switch up the proj-ects, but there always has to be a dress. Tweens are big on dresses,” Quigley explains. She keeps courses kid-friendly by choosing simple assignments that take less than three hours, and parents are pleased because kids leave class with an actual wearable garment. “Parents want to see results, but kids are really into customization and making things of their own,” she says, noting that most students are around 11 years old—a ripe age for the classroom’s boxes of sequins, feathers and other fun flourishes. “Girls tend to go wild with embel-lishments, but every now and then there is a student who likes the minimalist look and that’s always

nice to see,” she adds. This fall, curriculum will

extend to other pockets of the industry including menswear, which Quigley says she gets tons of requests for. “We have boys in our regular classes and they like to make things for their moms or sisters, but it will be good for boys to have a chance to make some-thing for themselves,” she adds, with wrestling masks expected to be a hit. Other new classes include fashion styling, where tweens will learn how to dress for body type, lay out clothing for shoots and pull accessories from a classroom accessories closet. “We’ll style a model and have a shoot and run-way with a photographer,” Quigley says. “We try to make things here as real as possible and students love that.”—Angela Velasquez

A New York City fashion school encourages

tweens to find their personal style.

Fashion 101

Offspring112 W. 34th St., Suite 1000NY, NY 10120212-279-4150Mark ZelenNortheastBill & Sandie Ellsworth781-326-3999

SoutheastPaul Daubney 404-577-6840

Caribbean/Latin America/South Florida Rolando & Ana Hidalgo305-266-8745

West CoastTeresa Stephen & Krystal Crooymans 866-723-KIDS

Midwest Richard Finkelstein & Al Zaiff800-935-0236

Texas/SouthwestAnnette Cardona-Stein214-637-4446

International Nathan A. Mamiye 212-216-6008

See us at:The Children’s ClubNYC, Oct. 21st-23rd

er_10_12_talking_points_02.indd 14 9/18/12 4:07 PM

IT’S A DILEMMA most retailers are famil-iar with: It’s the end of the season and excess inventory still needs to be moved to make room for the next. Do you discount? Do you store it until it can be put on the shop floor again? Enter Bitty Birdie Boutique. “We wanted to create a marketplace where we could work with brick-and-mortar stores and help them get rid of any items they were pushing beyond 50 percent off,” says Tiffany Cornelius, founder of the online outlet that

sells new and used boutique children’s clothing brands. Research shows that 95 percent of specialty stores do not have an online entity, and Bloomberg Industries retail analyst Chen Grazutis thinks it’s a great opportu-nity for boutiques that don’t have an e-commerce com-ponent to start an online revenue stream. “Another advantage for using a chan-nel such as this to move excess merchandise would be the dissociation of the retail brand with discount-ed products. The consumer perception is that he is

getting a product from a good brand, but one that was not as ‘popular’ as others in the main retail location, therefore a ‘deal.’ The retailer, on the other hand, managed to move inven-tory to make room for new inventory without associating his brand with deep discounts,” Grazutis says.

With Bitty Birdie, boutiques and vendors earn 60 percent on new-with-tags items, while moms earn 50 percent of the sale on

pre-owned products through the store’s buy back program. All items are sold at a fraction of retail cost and include brands like Zutano, Tea Collection, Mini Boden, Burberry and Patagonia. Cornelius does not accept clothing from stores like Gap, Old Navy, Crazy 8 and Gymboree. An important point to note is that Bitty Birdie does not advertise what retailers it works with. “We want to help them, not hurt them. [Boutiques] sell through us and we give them their check every month,” she notes, adding that it’s “an additional form of revenue” that doesn’t take away from the store’s loyal customers. And because Bitty Birdie ships worldwide, it accepts all seasons all year round.

Unlike Zulily, Plum District and others tapping the mommy blogosphere for retail customers, there’s no flash sales or pressure to buy something in four hours, and Bitty Birdie has all of its listed products on prem-ises and offers same-day shipping five days a week. And if your items don’t sell, you can get them back or donate them. “We work with Baby Buggy, a non-profit started by Jessica Seinfeld, in New York. If stores don’t re-list, we—with their permission—ship them to New York and Baby Buggy sends us a donation receipt.”—Lyndsay McGregor

TURN SURPLUS STOCK INTO CASH.

er_10_12_talking_points_02.indd 15 9/19/12 9:30 AM

RALPH LAUREN HOSTS FALL GIRLS RUNWAY SHOW

ON WEDNESDAY, SEPTEMBER 5, Ralph Lauren kicked off fashion week with the Ralph Lauren Girls Fashion Show. The show featured fall and holiday fashion looks, including bright prep school-inspired classics, Fair Isle motifs, plaids, blazers and sophisticated outerwear. The holiday collection was all dressed up in silks and satins, including a standout look where a model, small dog in hand, donned a red jacket, plaid skirt and top hat. Ralph Lauren invited future style icons (from toddler to tween) to sit in the front row and enjoy the show. Notable attendees included Kiernan Shipka, Ali Wentworth, Blair Husain, June Ambrose, Lisa Vreeland, Nathalie Kaplan, Susan Fales-Hill and Samantha Yanks.

Let’s Party

Please join us to toast to the 2012 Earnie Award winners, and

Earnshaw’s 95th Anniversary, on Monday, October 22 at 6:00 p.m. at the café at

ENK The Children’s Club, where Earnshaw’s will serve up a fashion show, cocktails

and light fare. We’ll also celebrate our second annual Hall of Fame inductees. For ticket

information go to www.earnieawards.com.

FOR MORE NEWS THROUGHOUT THE MONTH GO TO EARNSHAWS.COM

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SIGN UP FOR E-SHAW’S

TODAY(at earnshaws.com)

E-shaw’s o!ers retailers a daily dose of essential information on products that can maximize profits.

Don’t miss a single edition of E-shaw’s.

www.balboababy.com

er_10_12_talking_points_REVISEp16.indd 16 9/20/12 12:23 PM

EARNIE AWARDS 2012

And the winners are...We are pleased to announce the winners of the 2012 Earnie Awards .

Best DenimLevi’s

Best Licensed ApparelHello Kitty

Best HosieryBabyLegs

Best FootwearRobeez

Best AccessoriesHigh IntenCity

Best DresswearIsobella & Chloe

Best OuterwearMack & Co.

Best Swimwear Isobella & Chloe

Best Infants’ CollectionKissy Kissy

Best Boys’ CollectionCharlie Rocket

Best Girls’ CollectionTea Collection

Best Tween CollectionFlowers by Zoe

Best GiftsMud Pie

Best European BrandPetit Bateau

Best Company for GoodPediped

Best Showroom Nancy Market and Amy Hoffman

Best New CompanyBabiators

Best Customer ServiceMud Pie

“It” Item of the YearLittle Giraffe Plush

Company of the YearStride Rite Children’s Group

Earnies_ad 2.indd 17 9/20/12 9:39 AM

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fresh finds

Inspired by their son’s love for history and superheroes, the husband-wife team behind History to a Tee decided to combine the two. The result is a range of U.S.-made graphic tees that celebrate historical superheroes that really changed the world, like Rosa Parks, Ben Franklin and Galileo. All T-shirts are available in youth sizes, with a selection available for toddlers and as one-pieces. Wholesale prices range from $12 to $18. Go to www.historytoatee.com.

Australian label Paper Wings is adding boys’ clothing in sizes 2 to 14 to its mix for spring. Designers Jason Gibaud and Michelle Fallon combine their background in costume design (Peter Pan and Star Wars, to name but a few) with their experience in architecture and inte-rior design to bow a collection of cartoon-inspired graphic tees, hoodies, jeans and shorts. Wholesale prices range from $22.50 to $40. Go to www.paperwings.com.au.

Pam Val is the designer behind Xolo, a line of children’s shoes that embraces the power of choice and individuality. Fun and colorful pairs from her collection coordinate but are never exactly the same. The canvas kicks are available as slip-ons or lace-ups, and are sized for toddlers, youth and moms. Choose from a variety of patterns like polka dots, chevron and stripes. Wholesale prices start at $15. Check out www.xoloshoes.com.

Designed and made in the Philippines, Googoo & Gaga debuts its line of art-driven children’s clothes in the U.S. Using bright colors and ombre and tie-dye tech-niques, the quirky clothes capture kooky kids’ imaginations. Each piece of wearable art is available in a super-soft one-piece, T-shirt or dress, and comes in sizes 0 to 12T with wholesale prices ranging from $18 to $20. Visit www.googooandgaga.com.

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Little Snail Series is a new children’s book publishing house dedicated to unraveling the genius of modern nomads. Written by Grace Lee (mother, lawyer and native New Yorker), each snail’s tale aims to enhance vocabulary, create compas-sion and introduce perspective that expands beyond neigh-borhood norms. Books are priced at $18 and printed in the U.S. using soy-based ink. Visit www.littlesnailseries.com.

French sneaker brand Feiyue (“flying forward”) has landed its kids’ kicks on U.S. soil in sizes 22 to 34. Takedowns of its bestselling adult styles abound, with child-friend-ly details like Velcro straps and multicolored eyelets, in materials spanning canvas, suede and leather to denim, nylon and wool. Wholesale prices range from $12 to $26. Check out www.feiyue-shoes.com.

Ordinary People Change the World is a line of children’s T-shirts in sizes infant to 10 hon-oring a variety of icons from the worlds of sport, entertainment and histo-ry. Each tee is illustrated by comic-book artist Chris Eliopoulos and has an inspirational message on the back. Bestselling author Brad Meltzer came up with the idea when the only clothing he could find for his kids was covered in prin-cesses or sports teams. Wholesale prices range from $14 to $20. Check out www.ordinarypeo-plechangetheworld.com.

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2 0

THIS FALL RAVENSBURGER, the

Tinga

Tinga Tales Moshi Monsters The Hobbit

Tinga Tinga Tales

Moshi Monsters The Hobbit

Moshi Monsters’

The Hobbit

The Hobbit: An Unexpected Journey

BURT’S BEES HAS

chynes@burtsbeesbaby.com.

hot properties

The Magic of Sneakers

SPORTY URBAN FOOTWEAR

Phineas and Ferb

Phineas and Ferb

lauren.fini@soletechnology.com.

Puzzled Kids

Burt’s Bees Loves

Babies

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NINE THINGS

Invotis Flex Man figurine

Wall Candy Arts decals

Wolfum bookend

Wu & Wu pillow

Mimi’lou storage basket

Petit Collagewall art

SanrioHello Kitty wall

clock

Areaware pillow

Add some character to tween

bedrooms with knick-knacks

and wall art. By Lyndsay McGregor

P R E T E E N P A D

13 Sprouts

wall organizer

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nyigf.com

designdriven by

new rules.

Magnetic wooden wheels and cars by Tegu, NYIGF Baby & Child exhibitor. © GLM 2012

NY

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ON TREND SEQUINS

Razzle DazzleIf diamonds are a girl’s best friend, then sequins could be considered a close cousin. A hallmark of Vegas show girls, Miss America contestants and New Year’s Eve revelers the world over, the tiny glimmer of shimmer has made a big impact in womenswear for the past couple of years and is brightening up girls’ lines this spring. Paired with pretty pinks and on dainty accessories, sequins look like the decadent icing on a scrumptious cupcake. —Angela Velasquez

Carolyn Forsman bracelets

SBNY Petite collar

Hannah Banana tie-dye dress

BabySara tiered dress

Zoe Ltd. shift dress

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ON TREND CONSTRUCTION

Dig It!

-

-

—AV

Bon Bébé outfit and

embroidered bib

Gund plush tool set

Vitamins Baby one-piece

and pant set

Zutano quilt

Sara Ketyone-piece

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WITH ALMOST 40 years experience outfitting newborns to 10-year-olds with hair accessories, Wee Ones saw a need, and opportunity, to expand their offerings to include the tween and teen segments. “It was really a combination of a gap in the market as well as feedback from our customers saying that they really wanted us to fill this gap,” says Miles Faust, CEO of Wee Ones.

Faust and his team, who acquired the company two years ago, sought out a designer to produce quality headwear fit for tween and teen girls that could be worn after they outgrew Wee Ones giving rise to the more sophisticated collection Après Les Petites, which translates to “After Wee Ones.” The brand, targeted to girls ages 10 to 18, focuses more on fashion and style than Wee Ones. “I would describe the line as ‘buy now, wear now.’ It’s very on trend,” says brand designer Sana Shucart. Designs feature elements from rhinestones and metallics to floral and animal prints, and lots of color.

To stay on trend, the Après Les Petites team focuses on the current season, which features bright colors including yellow and hot pink as well as more traditional tones for back-to-school such as navy and brown. The line’s chiffon flower clips have also proved to be popular. Shucart’s ideas for Spring ’13 include carrying on the flower trend and experimenting with lighter fabrics. “We love the idea of chiffon, mesh and tulle, and how we’ll incorporate that into our line,” Shucart says. “And at the same time there is a sort of ‘edge’ idea too.”

While Après Les Petites may be trendier than its younger sibling, the line does carry on Wee One’s tradition of quality. “Après Les Petites is much better quality than a lot of the other products that you’re seeing in other stores,” adds Faust’s wife and partner, Gina. “Our products are high-quality, made with the finest materials. They’re pieces that will last.” And although prices may seem higher, Faust assures that the qual-ity is worth the expense, evidenced by their bustling booths at recent trade shows. He also hopes to use the new line to expand their relation-ship with retailers. “Our targeted customer is still children’s specialty retail stores and I think they gain an opportunity to extend their rela-tionship in accessories with their customers… and capitalize on other traffic in their store, [such as] mothers and big sisters.”

In the future, he hopes Après Les Petites gets the same recognition in the market as their well-known children’s brand. “We hope it devel-ops into a brand that is as recognizable in its space as Wee Ones is for younger girls, and is a trusted resource for quality, design and a quick [turn around].”—Maria Bouselli

SPOTLIGHT APPAREL /ACCESSORIES

PAM SINISHTAJ, PRESIDENT of the Baby Division at A.D. Sutton, a fourth-generation com-pany owned by Steven Sutton and Ronnie Shalom, was nervous when they made the decision to expand into bibs and layette. “The big guys at the time, like Danara and Hamco, really dominated at mass. Most of the department stores were not that invested in the bib category at the time, or they carried styles that matched their layette program,” she says. A.D. Sutton got its foot in, hunkered down and won placement of bibs at Wal-Mart. The company then started knocking on mid-tier and department store doors, upgrading the bibs’ look and materials. Now the bib program has really taken off and Sinishtaj says her division is produc-ing goods for nearly all of the department stores, across all categories, from bibs and clothing to bags and gifts.

Retailers are benefitting greatly from A.D.

In the BagFamily-owned A.D. Sutton transformed a diaper bag business into a full suite of baby products serving retailers from Wal-Mart to Nordstrom.

Wholesale: $2-15

Wholesale: $6-$15

Tweenage DreamHair accessory giant Wee Ones takes on the tween and teen markets with new line Après Les Petites.

er_10_12_spotlight_04.indd 26 9/19/12 1:03 PM

2 7

SPOTLIGHT APPAREL /ACCESSORIES

Good Vibrations Desigual translates its mission to spread upbeat style across the globe into its Spring ’13 children’s collection.THE DESIGN TEAM at Desigual describes the children’s line as “very trendy,” with positive, uplift-

and love were the inspirations for

on the phrase “La Vida es Chula,”

bright, tropical prints highlighted with fluorescents, clean white com-bined with various rich colors, and attention to metallics and satin set

include fresh cotton dresses and playful two-in-one designs with a

turn to animal prints and ethnic elements, including tribal icons such as masks and animals, and automotive graphics, with polo shirts, waterproof and reversible nylon T-shirts and Bermuda shorts

The brand’s fitted denim offerings

proved to be a favorite for all kids, and the Desigual baby line show-cased leggings, T-shirts with ruffles, knitted dresses and polo shirts for

the company in 1984 with the motto “It’s not the same,” Desigual looks to keep its children’s line fresh, unique and affordable for

is currently sold in 72 countries,

company plans on putting even more focus on its kids’ line and offering new, exciting and origi-nal colors and patterns to stand out from the competition, and to

at least one Desigual garment,” the —MB

-sions—layette, bibs, gifts and bags—and a dedi-cated design team for each division, the team can create a full story for each retailer, match-

what they want, design it and comply with all

talent and machinery to do its own embroi-dery and printing, the nimble company is able to turn around samples in as quickly as a week if necessary, giving it a tremendous competi-

“It’s a lot of work but it’s really building up to

on fashion infant/toddler wear, an evolution

from the cheeky basics with which it started

different types of fabrications and going after

adding that she works closely with color and

selling silhouette that she anticipates will be

into fashion—the company will be producing diaper bag interpretations of high-end bags

a great portfolio of brands—there’s something

-cessful, she says, due in part to the access her

Being able to leverage the breadth of the market has been a large advantage for the

enhancing designs and adapting its products to other market segments opens up revenue

whether it’s a price point, high volume item or

—Jennifer Cattaui

Wholesale: $7 to $38 Sizes: Kids: 3-4 to 13-14; Baby: 3-6 months, 9-12 months, and 18-24 months

er_10_12_spotlight_04.indd 27 9/19/12 3:40 PM

28

SPOTLIGHT FOOTWEAR

INSPIRED BY HIS

luvfootwear.com

—Maria Bouselli

The brand’s shoe design and style keep fashionable and active girls happy.

Feel the Luv

Wholesale Price: Toddler- $14 per pair; Youth- $16 per pair

Sizes: Toddler—22-28; Youth—29-34

er_10_12_spotlight_04.indd 28 9/19/12 1:04 PM

Robeez soft-soled shoes are a staple of any contemporary childhood, and have been an ever-popular shower, birthday and “just because I loved them” gift given by friends and

relatives for years. Moms like them for their high-quality materials and construction, while kids love their fun designs. The 18-year-old brand, part of the Stride Rite family since 2007, recently entered into a licensing deal with 60-year-old hosiery and accessories manufacturer, McCubbin, to make the children’s shoes beginning with the Spring ’13 collection. Janet Schoenborn, creative director at McCubbin, has her own fond memories of the Robeez brand—her children wore them—and will apply her practical knowledge and design acumen to the favored footwear. She says, “When the opportunity to design the Robeez collection was presented to me, I was very excited. My passion in life has always been children’s design, so to envision a collection that I personally loved and used was a perfect fit.” Schoenborn, a 20-year fashion veteran who has designed for numerous specialty baby brands, says she’s retained the Robeez functionality that moms know and love while infusing the brand with a more modern aesthetic.

Robeez’s spring collection combines the brand’s trademark whimsy with colors and design details that take their cue from fashion. “To find trends, I look to all markets—men’s, women’s, interior, hard and soft goods,” she says. Not only is she sure to enchant customers with cute animal designs, trendy moustaches and bright hues, but she also taps into the mini-me trend with canvas espadrilles and two-tone oxfords. And the colorful designs are perfect for retailers looking to add some snazz to their shelves. Robeez hosiery complements the footwear, ensuring the whole look is truly kick-proof. “We are thrilled to partner with McCubbin to build on the historical success of the Robeez brand in the U.S. market and to bring this unique and special brand back to its giftable roots,” says Sharon John, president of Stride Rite Children’s Group.

Gift and apparel retailers are taking notice and writing orders—including The Paper Store, Tiny Soles, Olly Shoes and Scheels. The new Robeez collection has already been shown at New York International Gift Fair and Platform, and will be shown at ENK Children’s Club later this month. McCubbin is also the licensee for Stride Rite hosiery and slippers and Keds hosiery.

ShowersPERENNIAL CHILDREN’S GIFTING FAVE, ROBEEZ, PUTS ITS BEST FOOTWEAR FORWARD FOR SPRING ’13 WITH LICENSEE MCCUBBIN, LLC.Spring

A selection from RobeezSpring ’13 collection.

A D V E R T O R I A L

For more information about Robeez, or to learn about wholesale opportunities, please contact McCubbin Customer Service at (800) 654-3201 or customerservice@mccubbin.com. Spring merchandise will begin shipping January 2013.

er_10_12_advertorial_03.indd 29 9/18/12 4:10 PM

IN FOCUS SWIM

IN 2005 WHEN Platypus Australia first dipped its toes into the American market, Karel Wheen says retailers liked the range of rash guards for its prints and colors, but they weren’t quite sure what they were looking at. “A lightweight, fashionable wetsuit, maybe,” the company director recalls. Similarly, Liz Eglinton founder of New Zealand-based Snapper Rock was met with questions about her line of UV50+ protective swimwear such as “Can you wear it in the water?” and “Does the sun protection wash off?” Fast-forward to the August 2012 ENK Children’s Club and Eglinton describes retailers as aware

Tread Safely

Heeding requests from concerned parents demanding more options for sun safe swimwear, U.S. vendors are catching on to what retailers and parents in Australia and New Zealand have been preaching for years: Swim safely in UV50+ protective swimwear. By Angela Velasquez

Snapper Rock floral and striped swim set

PH

OTO

OF

GIR

L A

ND

PR

OD

UC

TS B

Y M

CCA

ND

LISS

AN

D C

AM

PBEL

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er_10_12_in_focus_swim_04.indd 30 9/19/12 12:07 PM

Seek out garments with UPF 50+ swing tags. “The most important thing for parents and retailers to do is to ensure that the fabric used in the garment is tested by an accredited agency,” explains Wheen of Platypus Australia.Pass the awareness on. Sparks says every order that leaves the UV Skinz warehouse has an ele-ment of “sun awareness” ranging from sun facts coloring pages and activity sheets for kids to educa-tional pamphlets for adults.Invest and explore. “This segment of swimwear is vital to the health and safety of children for now and in the long term. It’s not a passing fad… and it will exist at every price point, quality and look in time,” Wheen notes.

Swim LessonsThinking about adding sun pro-tective swimwear to your sum-mer mix? Here are some tips to remember before diving in.

of the benefits of UV protective swimwear and eager to learn more. In fact, Snapper Rock’s sales have tripled each year. “The days of buying a bikini for your child are quickly moving away. No one wants to see a sunburnt child. There’s a real social stigma attached to this,” she explains.

Case in point: This summer the media had a field day with news about the New Jersey “tanorexic” mom who was accused of bring-ing her 6-year-old daughter to

a tanning salon. Shortly after, Swedish behemoth H&M got scorched for featuring an overly tan model in their summer ad campaign. “Gone are the days when we thought it was great to get a sunburn because it would turn into a tan,” adds Rhonda Sparks, spokesperson for UV Skinz. “Parents are realizing and paying the price for the damage they have done to their skin from past overexposure to the sun and they want to help their children

Ququa Kids long-sleeve rash guard and skirted bikini bottom

UV Skinz tie-dye rash guard and swim trunks

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er_10_12_in_focus_swim_04.indd 31 9/19/12 12:07 PM

make better choices for them-selves.”

Thanks to more schools implementing sun smart ini-tiatives, including guidelines on the safest time to hold outside gym classes, and a new generation of young parents becoming increasingly aware of the effects of overexpo-sure, Youngin Em designer of Ququa Kids says more American retailers are tak-ing note of the trend and are positioning their products to meet the increasing demand for protective swimwear. The niche is particularly strong for babies and toddlers, she adds. Eglinton agrees: “With pediatricians recommending babies under 6 months should not wear sunblock, a sun protection suit is the only way to go. We are seeing that new babies start off in one-piece swimsuits, and then continue to wear sun protection gear throughout their childhoods.”

Wheen points out that pro surfers have helped UV rash guards become more fashionable and in terms of style, they are matching their fashion-driven counterparts by incorporating snazzy details like bold colors, wild prints and offering coordinating hats, cover-ups and other beach accessories. For example, Snapper Rock adds cap sleeves to girls’ tops; UV Skinz mixes in ruffles and ruching; Ququa designs with the aim to make “adorable swimwear that will produce photos that will last a lifetime.”

At the moment, protective swimwear brands’ bread and butter tend to be suits for 12 months to 8 years, but Sparks says it is important for brands to start putting out fun styles for the tween and teen market as it is the age range that is most susceptible to too much sun expo-sure. Eglinton agrees, and for 2013 Snapper Rock launched a range specially designed with this age group in mind, including bikinis with coordinating rash tops. “Moms are happy and their daughters are happy. If we can just encourage our kids to keep their rash guards on between the hottest hours, we are saving their skin from skin cancer.

From left: Elizabeth Hurley Beach tunic; To the 9’s tank dress.

Under Cover A new wave of chic cover-ups from the likes of Elizabeth Hurley Beach and To the 9’s make going from sand to the boardwalk a breeze. These accoutre-ments can also make your store a one-stop-shop for kids’ vacation wear. Look for styles in colors and prints that coordinate with your store’s selection of swimwear to make an impactful and tempting presentation.

Platypus Australia rash guard and board shorts.

Girly Couture Collection

www.9s-swimwear.com Available in sizes 2T-16

NortheastA Bit of HoneyHoney Smith

New York, NY 10001212.947.5644

honey@abitofhoney.com Southeast

Richard Rubin ApparelAmericasMart Atlanta

Atlanta, GA 30303404-577-4383

rrubinapparel@aol.com

SouthwestLesley Lewis Showroom

The Posh PitDallas, TX 75207

214.630.4649 Lesley.Lewis@verizon.net

WestNicky Rose Kids Showroom

California Market CenterLos Angeles, CA 90079

213.593.1322nicky@nickyrosekids.com

Contact your regional representative

Don’t miss the debut of our new“Sport Chic Collection

PREVIEW AT ENK AT JAVITIS CENTER, NYC OCTOBER 21-23, BOOTH #2506 FOR MARCH 2013 DELIVERY!

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2. My ideal weekend would include: A) front row seats at the hottest concert in town B) a shopping spree followed by a spa pedicure C) hiking, biking, kayaking and sleeping under

the stars D) hosting a party for 100 of my closest friends

3. My favorite gift would be: A) an unlimited iTunes gift certificate B) a gift certificate for highlights and a facial C) an Adirondack jacket D) a karaoke machine

4. In my closet, you’re most likely to find A) leather jackets and silver sparkly pants B) designer dresses and lacy camis C) old favorite jeans and T-shirts D) the trendiest tops and mini skirts

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A) the Bride of Frankenstein B) a fairy princess C) a hippie chick D) a movie star

6. My favorite pet would be: A) a snake B) a kitten C) a llama D) a chinchilla

7. My dream man would: A) play bass in a garage band B) buy roses and write poems for me C) devote his life to saving the rainforest D) know how to get tickets to the Oscars

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3 4

DREAMING OF SUGAR PLUM

SUGAR PLUM WASHe had just acquired a factory that made girls’ wear, and almost immediately after taking over the busi-ness, changed direction of what it had been produc-ing. “I wanted to be unique and niche. I didn’t want

-where for a better price,’” says Michael Fallas, CEO

and better department store course and pioneered alternative colors for girls’ dress wear, introduc-ing hues like sugar peach, lilac and sea foam, when everyone else in the market was doing pink, red, blue and green. “We wanted to give girls’ dresses a breath of fresh air, offering both value and desirabil-ity,” he says.

Sugar Plum’s world is in “controlled growth mode”—Fallas says they’re expanding by tak-ing on only that which they can do well. Along with the namesake brand and Dorissa (a label he

acquired licensing rights to produce girls’ dress lines for Laundry by Shelli Segal as well as Jessica

MICHAEL FALLAS, CEO

OF SPECIALTY DRESS COMPANY

SUGAR PLUM NY INC.,

DISHES ABOUT GROWING THE

BUSINESS, NEW

LICENSING DEALS AND

NAVIGATING A CHANGING

MARKETPLACE.

BY JENNIFER CATTAUI

er_10_12_behind_the_seams_01.indd 34 9/19/12 3:42 PM

McClintock. The licensing business is a new twist and he is selective about the brands he works with. “We bring on licensing business that really fits what we do. We can’t cannibalize our market and can’t bring on brands that compete with our house brands,” he says. Holiday 2012 was the first delivery of Laundry and orders have been swift. Sugar Plum starts delivery of Jessica McClintock for Spring 2013.

Despite the company’s success, Fallas acknowledges that market conditions are far from ideal, so he has to always be on top of his game. “If I could change one thing in the mar-ket, I would give people more time,” Fallas says. “There is a lot of pressure on everyone. I would give people more time to make their decisions.” His decision-making, although fast-paced, seems to have worked in his favor. “We really know the market and how to take down the finer points of a junior dress and make it for children. We know how to give girls a grown up feeling without the grown up look,” he says, attributing that skill with their deals to produce the licensed collec-tions.

With production in China and the Philippines and a tight and effective hands-on team, the company is a far cry from the self-proclaimed “one man show” it was during the first decade. Fallas, who has worked nearly every job there, started his fashion career behind a cash register at age 10 in his father’s store. Today, he’s splitting his time between meeting with his sales force, design team and production staff, fine tuning the business and planning for the next opportunity. He has built a nice niche in the market for the company and has expanded through strategic relationships while keeping customer-focused. “We are not too big to help the littler stores and not too small to address the needs of the bigger players,” he says.

In fact, he takes great care to be mindful of the needs of the retailer, with an eye to make each of his customers successful with the fashion-focused lines. “Many customers want unique col-ors and finishes,” he says. “We try to give them that edge so to maximize their success in the marketplace. We want them to be profitable.”

With more discerning customers, Fallas has, in turn, been more critical about the designs that the company produces. Whereas before, he might have kept on styles, now he is homing in on best sellers and dropping anything that doesn’t fit that high-performer bill. “We have to continue to be creative while staying true to our customers’ needs and expectations,” he adds.

Fallas says he’s hesitant to guess about where the company will be in five years (although he’s ramping up by expanding his showroom). One possibility he sees is that they’ll be producing a broader array of products under the Dorissa brand. He says, “This can be a huge next growth spurt for Sugar Plum.” •

A sampling of Sugar Plum’s brands and styles. Clockwise from top: Laundry by Shelli Segal Spring ‘13 dress; Dorissa polka dot dress; Jessica McClintock dress.

er_10_12_behind_the_seams_01.indd 35 9/19/12 3:43 PM

3 6

ON A SHELF in her office sits a pair of white lace-up Stride Rite shoes. Her father dug them out of the attic of her childhood

years ago when she was appointed the new president of the almost 95-year-old brand. “My father appreciated quality shoes,” says Sharon John, president of Stride Rite Children’s Group, remembering family excursions when he would take her shopping at the shoe store in the square. “He always insisted that we had the best of the best when it came to shoes,” she says. “It is a very dear memory.” In her office her childhood shoes serve as a reminder of the company’s role in children’s healthy development, as well as the extraordinary memories the styl-ish footwear is making every day. She says everywhere she goes; everyone she meets

seems to have a Stride Rite story.John started her career in advertising in

New York, working on kid-favorite brands like Hershey’s and Snickers. After receiving her

at Hasbro where she worked with licensed properties like Playskool, NERF and My Little Pony. She focused on turning the dynamic between a parent’s and child’s needs into suc-

preparation to move into the kids’ shoe busi-ness,” says John, who is married and a mother

confections and toys, are what I call ‘high-engagement categories’ for kids—children are very involved in the decision making process.”

want and kids want is something Stride Rite

Sharon John, president of Stride Rite Children’s

Group, talks about the high-engagement category of children’s

footwear and the oppor-tunities the company is seizing to keep the

heritage brand perfectly positioned in the modern

marketplace. By Jennifer Cattaui

THE RITE FOOT

FORWARD

Q & A

er_10_12_QandA02.indd 36 9/19/12 1:00 PM

3 7

Undercover Boss

How is the children’s marketplace changing?

Why are moms giving this greater latitude? Do you notice any trends that account for this?

Today’s technology has a lot to do with reaching one’s consumer base. How does the brand reach moms?

Where are you finding your consumers? What’s your message?

Licensing is a great way to reach out into kids’ worlds and speak to what they love. How does licensing figure into the business?

Sharon got her first Stride Rite shoes as a little girl in

Fayetteville, TN. Now that pair sits in her office as a reminder

of Stride Rite’s mission and its impact bringing

healthy, stylish foot-wear to children the

world over.

er_10_12_QandA02.indd 37 9/19/12 1:01 PM

3 8

Stride Rite shoes inside and elevated designs, we make sure the kid feels like a Jedi or a superhero.

And, we get requests to make these shoes in big sizes as well—like making our Lightsaber shoes in adult male sizes. I wish we could do it!

Do you specially market to dads?In relation to dad as caregiver, certainly, but we recognize that a lot of

am a personal exception to that. My father made the decisions about footwear in our family. So we try to have inclusive and relevant messag-ing for everyone—moms, dads and grandparents—even pediatricians.

How do you reach out to the medical com-munity?We have a long-standing relationship with the American Podiatry Medical Association (APMA) as we have the first babies’ shoes to

we have the only APMA Seal of Acceptance on our fit training materials in the industry plus

products also have the APMA Seal of

Everyday Proven. It guides moms as to what shoe is appropriate for her child’s stage of development and mobility from pre-walk to off and running styles and sizes. With the APMA we work together to provide information about healthy, quality footwear for a child’s natural foot development, which includes talking

with the podiatrist and pediatric communities so they have the information they need when talking to families. A few examples are spon-soring pediatric lectures at the APMA national conferences, distributing joint releases about the importance of proper fit and footwear during key shoe shopping seasons plus partnering on broadcast segments about shoe shopping.

I understand you have a prototype store in Burlington, MA. How is it different? What features does it have? Why did you do this?

had a major remodel in a long time and had completed research about the types of things that moms and kids would enjoy. We worked with a design firm to ensure we were elevating the brand visually and function-ally, while making it easier for mom to shop for her family and improv-ing the service model, while adding things that would be fun and engag-

length of the store in all of the Stride Rite brand colors, and as a natural extension of the service model, it’s a fun way to get a child to run or walk in the shoes so that we can examine fit. We also put in a rainbow mea-suring pole so kids can see how tall they are, and when children are sized

and verbal imprints as to the size of the shoe and our associates can bet-ter serve multiple customers at once with tremendous specificity.

What direction or growth opportunity are you currently focused on?It’s such a strong brand and Stride Rite Children’s Group manages the

the top licenses within the kids industry today. And we’ve had a lot of growth in those brands and partnerships, which is exciting.

-tunities. Over the past two years we launched our retail model into a number of new countries with some great partners: China (including

we found (and we knew this from research beforehand but it’s certainly proving to be the truth) is that the core promise that Stride Rite has always had, which is quality healthy footwear for kids that the moms

model is working outside of the United States. Parents want to invest in their children’s long-term health and wellness. One of the things that I

outside of the United States, but with the right service model, the right products and the ability to communicate effectively to those consumers, that proved to not be a hurdle.

We are continuing to explore ways to build the business outside of the United States and opening doors through partnerships. We

Asia efforts and they build and use our store and service models and products as well as our core marketing plans and insights to launch those brands in those markets. We intend to continue that with best in class partners.

What’s a typical day?My day is never typical, which is what I like. It’s a dynamic business; we’re dealing with multiple brands, multiple sources of revenue and mul-tiple geographies. I love to empower the team and watch them grow this business within the strategic framework that we came up with just a couple years ago now that’s starting to take hold in a really powerful way. Although I came with a

lot of experience, the real estate side and the retail management side are aspects that were fairly new to me when I got here. I find that to be one of the most exciting and empowering aspects—I love to be able to speak directly to the consumer. I’ve definitely been bitten by the retail bug.

What characteristics do you think that it takes to be an effective leader at Stride Rite?We are consumer-centric, brand driven and I try to ensure my team gets

lead us to the right path most of the time. I focus on ensuring that we are creating service, products and experiences that the consumer really appreciates.

Secondly, we are brand driven because ultimately all of those consum-er experiences have to be in the context of something that she would

way that’s executed with excellence however is to ensure we have the best team. I work very hard in both finding the best people and keeping them excited, ensuring that they are as passionate about the brand as I am. I couldn’t be happier with the team we’ve put together.

What does it mean to you personally to be heading up a brand that is almost 95 years old?I love it, particularly because I enjoyed and wore these brands, including

of my life. At the same time I respect the fact that this brand pre-exists me and has a life of its own and a certain number of expectations. I feel I am a steward of the brand. I have to make sure that the brand stays strong and is elevated for the next generation of kids and moms. •

The core promise that

Stride Rite has always had is

quality, healthy footwear for

kids that moms also love.

er_10_12_QandA02.indd 38 9/19/12 1:01 PM

For more information or to purchase tickets call 845 758 6403, email kids_gala@frontier.com

or go to www.kidsdonations.org

EARN_39 39EARN_39 39 9/20/12 4:17:23 PM9/20/12 4:17:23 PM

4 0

A NEW CLASS OF PRODUCTS MAKE THE GRADE AT ABC KIDS EXPO.

BY ANGELA VELASQUEZ

Fresh

er_10_fresh_25_02_revise.indd 40 9/20/12 9:33 AM

4 1

EXPECT A SENSORY overload at the ABC Kids Expo. With more than 900 first-time and longstanding exhibitors on board, chil-

dren’s retailers have plenty to see, touch and feel at the exhibition held in Louisville, KY, from October 14-17. Earnshaw’s did the prep work, previewing the latest products, prints and designs set to spice up stores in the upcoming year and broke them down into five leading and burgeoning categories: diaper bags, carriers, feeding accessories, sleep aids and bath and body products. So take stock of what you have, and what you need, and get your shopping list ready—you’ll likely find it at ABC.

Grab BagTHE LATEST FASHIONABLE

AND FUNCTIONAL DIAPER BAGS TO PUNCH UP MOM’S (AND DAD’S)

PERSONAL STYLE.

The Oliver, the latest twist on styl-ish diaper bags from Perry Mackin, makes a chic statement for moms with

tote blends durable, water-resistant nylon—in blue, purple or black—with rich genuine leather handles and ac-

-nient pockets, an adjustable shoulder strap and a coordinating changing pad

Wholesale price: $82Traveling with baby in tow is

made easier with A.D. Sutton’s Fisher-Price diaper bags featuring

The range of bags, including a mes-senger bag and backpack, feature specially designed pockets labeled for

Wholesale price: $25

making bag from Timi & Leslieglossy exterior, brass hardware and pretty colors strike a perfect spring-time look, and the roomy carryall has three compartments making it easy

for moms—even of multiples—to stay

mom’s must-haves negates the need

Wholesale price: $75 Bigger is better, according to The

Bumble Collectionbows a larger version of its popular convertible bag complete with inter-changeable straps that can transform the bag into a backpack, shoulder bag

in pink and grey—comes with all the baby essentials including bottle pockets, zipper pockets, a changing

Wholesale price: $39.507 A.M. Enfant adds a rich choco-

late colorway to its Voyage diaper bag collection—a hip companion for fashionable moms and dads with

its spacious interior, see-through mesh pockets and exclusive zipper “door system,” the bag also features quick-grab handles and can fasten to

Wholesale price: $49

Skip Hop is expanding its

Collection with three new animal-themed prints perfect for kids’

-ephants and quirky giraffes round out the line of 100-percent cotton, 200-thread count single “engi-

available as separates or as part of a 4-piece collection that also includes a blanket, crib skirt and

For wholesale prices, contact sales@skiphop.com

Cozy textures add a dreamy feel to Halo -

sweater styles in cream, light blue and pink feature sweet appliqués and are packaged with coordinat-

Wholesale prices $16 to $18 Oliver B adds a dash of style to

its patent-pending ventilated slat bumpers with new colored minky fabrications in dove grey, espresso

bumpers, which offer the same protection but with more airflow than traditional bumpers, coordi-nate with the company’s lines of

Wholesale price: $39.99Babies can sleep anywhere

thanks to ParentLab’s new travel

lightweight and cushioned with a foldable mattress, the Journey Bee pops open in one fluid motion and can be packed up in a handy carry-

a bassinet version for babies 0 to 6 Wholesale price: $85

Nested Bean gets a fresh look with a

swaddle, designed to recreate a soothing maternal-like touch, comes in three prints—wheels, dots and sprouts and leaves—which share the same kumquat

100 percent cotton swaddle is designed for babies 7 to 14 pounds

Wholesale price: $19.99

Sleep TightDREAMS COME TRUE

WITH NEW PLUSH BEDDING AND ACCESSORIES.

Clockwise from top left: Timi & Leslie sleek tote, chic prints from The Bumble Collection, Perry Mackin timeless shoulder bag, Fisher-Price messenger bag by A.D. Sutton, 7 A.M. Enfant trendy carry-all.

From top: ParentLab pop-up crib, Nested Bean swaddle, protec-tive slat bumpers by Oliver B, cozy knit sleep sack by Halo, whimsical bumper-free sheets by Skip Hop.

er_10_fresh_25_02_revise.indd 41 9/20/12 9:33 AM

OXO dishes out grown-up style on kid-friendly plates, bowls and cutlery with a new range of products for big kids. Designed for children ages 3 and up, generous edges make the perfectly portioned plates and bowls easy for tots to hold, while weighted grippy bottoms prevent slips. Stainless cutlery is contoured and sized with handles for little hands. Each item is sold separately and is available in aqua, green and pink. For wholesale prices, contact mgerlach@oxo.com

Little ones can keep cool with recyclable insulated sippy bottles from Eco Vessel. The 10 ounce stainless steel and BPA-free bottles for kids 12 months and up feature an easy sip spout and grippy handles. A leak free design and vacuum insulation ensures a cold and fresh drink for hours. Coordinating no spill snack cups are also available. Wholesale price: $9

New to the market, Benbini helps moms keep track of their baby’s feeding schedule with the stylish Mommy Watch. Patented dual bezels enable moms to easily know how long it’s been since the last feeding (or nap, medicine, etc.) while the soft, flexible strap is gentle against baby’s skin. The watch also has a left/right slider to assist breast-feeding moms. A portion of the company’s proceeds sup-ports Operation Shower—a non-profit that provides baby showers for military families. Wholesale price: $55

No batteries, microwave, or boiling water needed with On The Fly Bottle Socs from Warmze. Each biodegradable self-warming bottle wrap, which can heat several different bot-tles a day, is air activated and brings bottles to a perfect 90 to 104 degree temperature in 30 seconds. A fun cow, surf, zoo or monkey print cover secures the warmer and fits nearly every bottle on the market. Wholesale price: $4.50-$10

Neatnik delivers less mess and less stress at the dining table with an all-in-one high chair cover and baby placemat called the Neatnik Saucer. The pop-up cover fits standard restaurant style high chairs and overlaps the dining table, eliminating the risk of babies dropping food, putting unsan-itary objects in their mouths or losing pacifiers and toys. A mix of fun prints such as pink paisley, gingham and argyle add a dash of style to the table. Wholesale price: $16.50

KIDS AND PARENTS GET A SECOND HELPING WITH INNOVATIVE

MEALTIME ACCESSORIES.

Value Meal

From top left: Warmze self-warming bottle wraps, OXO kid-friendly utensils, high chair cover by Neatnik,insulated sippy bottles by Eco Vessel, feeding watch by Benbini.

er_10_fresh_25_02_revise.indd 42 9/20/12 9:33 AM

4 3

Created by a mom with a science background, Hip Peas bows a line of safe, gentle hair and skincare

natural range of products span from styling balm to cradle cap care and includes a detangler and curl tamer

tating fragrances by using natural

Wholesale price: $3-$7.50Blooming Bath offers a fresh

fits into any sink for a safe and cushioned bath for babies up to 6 months and can air dry or be tossed

colors are available: hot pink, yelWholesale

price: $20 BabySpa

poised to pamper newborns to preschoolers while cutting down on the amount of products parents must

dients including aloe, chamomile, calendula, shea butter and more,

tly cleanses while also keeping hair Wholesale

price: $6Puj debuts

small enough to fit into a suitcase, the tub is just one of the many new products making traveling with

and is mold and mildew resisFor wholesale prices, contact

wholesale@puj.com Little Twig’s family of organ

ics is set to grow with tangerine

is also offering a diaper crème in a travel safe container—a must for

For wholesale prices, contact wholesale@littletwig.com

and accessories, Diaper Dude has linked up with Boba for a collec

Boba 3G Carrier by Diaper Dude easily converts from a newborn to baby carrier and is outfitted with adjustable padded shoulder straps, ergonomic waist belt and pockets

a dapper black and grey pinstripe

Wholesale price: $62Moby

is striving to make baby wearing

grey and black, the carrier’s wide crisscross shoulder straps and

easy for parents to take on and Wholesale price: $40

Baby wearing gets a personal touch thanks to a bevy of fresh print options offered by Hotslings, including chic geo

reclined, front or hip position, feature adjustable straps for comfort and are offered in two

Wholesale price: $21.84-$24

Designed to grow with baby

Balboa Baby offers parents hands free motion and can be worn in five different posi

covered elastic trim secures tots, while outside pockets are a con

Wholesale price: $30Beco’s latest entry to the mar

features the carrier company has

can be worn with babies starting at 7 pounds and features generous amounts of leg, head

also features one of the tallest back panels to better support

Wholesale price: $70

A WAVE OF NATURAL AND CONVENIENT NEW BATH AND

BODY PRODUCTS MAKE A SPLASH ON THE BABY SCENE.

Bathing Beauties Carried AwayBABY WEARING IS

SECOND NATURE WITH NEW ADJUSTABLE AND LIGHTWEIGHT

CONSTRUCTIONS.

From top left: Diaper Dude camouflage carrier by Boba, adjustable carrier by Balboa Baby, cool prints by Hotslings, a soft and simple design by Moby, Beco cushion carrier.

From top: BabySpa 3-in-1 Tearless Shampoo, Body Wash & Moisturizer, Blooming Bath whimsical tub, grooming made easy by Hip Peas, portable tub by Puj, organic lotion by Little Twig.

er_10_fresh_25_02_revise.indd 43 9/20/12 9:34 AM

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WH

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er_10_tween_03_revise.indd 45 9/20/12 9:37 AM

and as the wealthy feel more comfortable about spending again, they in-creasingly want their kids to reflect themselves. “Parents seem to be en-joying the whole ‘mini-me’ phenomenon, along with putting the money back into the economy,” says Barbara Seggio, a childrenswear professor at FIT. “Tween fashion is one of the fastest growing targeted retail markets. Manufacturers are creating clothing that the tween thinks is cool yet is acceptable to the parent.” Many of the new designer entries are more expensive than some of the more established brands like Ralph Lauren, whose cotton shirts for boys are priced at about $59, compared to Armani Junior’s dress shirts for boys that can run up to $160. “Today’s tweens definitely know about labels in a way that other generations of tweens didn’t, but I don’t think anybody laying down that kind of dough for de-signer outfits is doing so because they’re fueled by the kid,” Yarrow says.

“I think it’s a well-known fact that parents typically forego spending money on themselves to dress their kids well,” continues Alex Theophanus, co-founder and owner of luxury online retailer AlexandAlexa, whose business has been growing 150 percent annually since its 2007 beginnings. “It’s a reflection of the times. A lot of our cus-tomers still have money, and they’ve always had money. They’re pretty unaffected by the recession.” Dubbed “the Net-A-Porter for under 14 year olds” by UK newspaper The Independent, AlexandAlexa offers more than 100 international labels, from heavyweights like Chloe, Fendi and Dior to contemporary clothing from the likes of Imps & Elfs, Finger In The Nose and Muchacha. “If you look at the market three to four years ago, only around 1 or 2 percent of childrenswear was online. Today around 15 percent is online. That compares to around 25 percent of women’s wear,” he says, adding, “All the market dynamics suggest that kids’ should continue to grow.” But as much purchasing power as today’s tweens have, Theophanus believes that as long as parents are holding the purse strings and ultimately making the final decision, they’re still more important to retailers than their kids.

While researching for her latest book, Yarrow spoke to lots of tweens whose parents were teaching them how to budget. “They were learning they could buy three of those for the price of one,” she says, using the “throw-away-fashion” of Forever 21 as an example. “Investment fashion is dead. It’s not a concept people relate to anymore, especially the tweens. They get attention from having freshness in their appearance. They want to rejuvenate and get new things all year long.” No surprise then that Five Below, a discount retailer for tweens and teens where every item is priced between a buck and $5, was named one of the fastest growing chains in the U.S. by Stores magazine, with TTM revenues of $322 million.

“Tweens like to change their fashion,” confirms Norma Hafif, owner of Style.licious, an accessories emporium on New York’s Upper East Side that caters to tweens, teens and their moms, and whose prices range from a dollar to $300. “They want to get the latest trends so I think it’s more economical to buy things that are less expensive because the trends really come and go.” Hafif is very careful in what she brings into her store, eschewing licensed product and name brands in favor of start-ups and one-of-a-kind jewelry. “A lot of the moms that come in aren’t looking for labels,” she says. “It’s more about ‘What am I getting for $24? How does it look? How useful will it be?’” And when it comes to how much influence tweens have on their parents’ spending habits, Hafif thinks the ball is still very much in the parents’ court. “Parents today are very careful. They don’t spoil their tweens. They’re not rush-ing to spend money today, because of the economy and because parents want kids to be a little more appreciative,” she says. Seggio, however, does not share this sentiment: “These young adults have grown up with social media and have a strong sense of fashion and style, but mostly they are concerned with fitting in. Girls especially, who are too old for toys but too young for boys, will do almost anything to persuade their

More bang for your buck

School Uniforms for every student body!

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or call Bill Bosch - National Sales Manager888-671-8754 ext. 2142

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er_10_tween_02.indd 46 9/19/12 3:46 PM

EARN_47 47EARN_47 47 9/19/12 10:05:35 AM9/19/12 10:05:35 AM

48

MOODY DENIM WITH A DASH OF SOUTHERN CHARM CRAFTS A ROUGH AND TUMBLE 3662�-69�;>,,5:��7/6;6.9(7/@�)@�*3,6�:<330=(5���:;@305.�)@�40*/,3�656-906�

er_10_fashion_02.indd 48 9/19/12 4:31 PM

Riley studded vest, Trunk T-shirt worn over Blu Pony Vintage dress.

All socks throughout story by Planet Sox. All vintage boots stylist's own.

er_10_fashion_02.indd 49 9/19/12 4:32 PM

er_10_fashion_02.indd 50 9/19/12 4:32 PM

51

Opposite: Riley denim vest, Wes & Willy shirt, Nukutavake

denim jeans, hat by Catya.

From left: Wes & Willy cargo jacket worn over Diesel denim vest, Eddie Pen jeans; Munster hawk T-shirt worn

over Le Petit Coco grey sweatshirt, Diesel jeans.

er_10_fashion_02.indd 51 9/19/12 4:32 PM

From left: Imps & Elfs henley worn over Blu Pony Vintage dress; Eddie Pen

button-down shirt, American Apparel thermal, Catimini jeans, suspenders

by Blu Pony Vintage; Le Petit Coco cream tee, American Apparel thermal, shorts

by Imps & Elfs, vintage hat; Wes & Willy cream long-sleeve shirt, Diesel overalls;

Levi's denim vest, plaid button-down hoodie by Diesel, Riley denim shorts;

Blu Pony Vintage jumpsuit.

er_10_fashion_02_revise_52_53.indd 52 9/20/12 9:38 AM

535353

er_10_fashion_02_revise_52_53.indd 53 9/20/12 9:38 AM

54

Wes & Willy plaid hoodie, Charlie Rocket T-shirt, Tractor jeans.

Opposite, from left: Munsterdark grey cardigan, Levi's plaid shirt,

Notify jeans, hat by Catya; Riley flannel shirt, Little Paul & Joe chunky

cream sweater, Truly Me denim shorts.

er_10_fashion_02pgs54-57revise.indd 54 9/20/12 11:52 AM

55

er_10_fashion_02pgs54-57revise.indd 55 9/20/12 11:53 AM

56 56

er_10_fashion_02pgs54-57revise.indd 56 9/20/12 11:53 AM

57

Le Petit Coco grey sweatshirt, Diesel overalls.

Opposite page, from left: Catimini jean jacket with

plaid hood, Miss Me grey sweater worn over A. Bird white dress; Riley flannel

shirt and jean shorts, Trunk Nirvana shirt.

er_10_fashion_02pgs54-57revise.indd 57 9/20/12 11:53 AM

58

Levi's dark jean jacket, cream dress by Jumina, Fiveloaves Twofish pants.

Opposite: Lucky Brand denim shirt and jeans; Wes & Willy dark green tee.

Style director: Michel Onofrio Hair and make-up: Josh Perez @ the

Glam Goes On Agency.

er_10_fashion_02.indd 58 9/19/12 4:34 PM

59

Style Director: Michel OnofrioHair and Makeup: Yuko Mizuno @Rona RepresentsPhotographed on location at Hallock Orchard.

59

er_10_fashion_02.indd 59 9/19/12 4:34 PM

STYLE INCUBATOR

COLLECTION D-ALLI Ruffles, pink ice and all that’s nice—that’s what little girls are made of, and are traits that Collection D-Alli embodies. The apparel line offers exqui-site clothing for the fashion-forward little princess made with luxury fabrics such as dupioni silk, organza, fine linen and knits. Collection D-Alli offers timeless pieces that will never go out of style. Sizes range from infant to 10 years old.

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TRIBEAward-winning and a celebrity favorite, Tribe is a luxury leather diaper bag brand that has redefined what a diaper bag should be—stylish and functional. Its signature bag, the Singapore Sling, is a head-turning creation that was crowned “Best Changing Bag” in the prestigious Junior Design Awards in 2012. Tribe counts Hollywood stars Katherine Heigl, Jillian Michaels and Grey’s Anatomy creator Shonda Rhimes amongst its growing tribe of fans.

Rosie JansenManaging Director showroom@tribebags.comTel: +65 6467 0097www.tribebags.com

STYLE INCUBATOR

sThey’ve got style.

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pleased to introduce you to these

new brands in the children’s

fashion industry.

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CA LENDARMARKET DATES & EVENTS

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

OCTOBER1-5

NY Kids Market34 W 33rd Street

New York, NYwww.nykidsmarket.net

14-17ABC Kids Expo

Kentucky Exposition CenterLouisville, KY

(210) 691-4848www.theabcshow.com

15-18LA Kids Market

California Market CenterLos Angeles, CA(213) 630-3683

www.californiamarketcenter.com

20-22NW Kids Show

DoubleTree by HiltonSeattle, WA

info@nwkidsshow.comwww.nwkidsshow.com

20-23The Children’s Show at Deerfield

Embassy SuitesDeerfield, IL

(248) 478-1732www.midwestchildrens

apparelgroup.com

21-23ENK Children’s Club

Javits Center11th Ave at 37th Street

New York, NY(212) 759-8055

www.enkshows.com

JANUARY17-19

Pitti BimboForteza de Basso

Florence, Italywww.pittimmagine.com

26-30New York

International Gift Fair

Javits Center655 W 34th StNew York, NY

(914) 421-3200www.nyigf.com

MARCH17-18

KIDShow MiamiThe DoubleTree Hotel

Miami Airport Convention Center

info@spectrade.comwww.kidshowmiami.com

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888.999.HALO sales@haloinnovations.com

We’ve got adorablenew HALO® SleepSack®

wearable blanket stylesthat are sure to make

you coo!

See all our new styles at the ABC show, booth #1329.

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Join Earnshaw’s Marketplace

Earnshaw's Marketplace maximizes small budgets for emerging infant and toddler companies.

Tout your up-and-coming apparel or juvenile product collections to retailers looking for new resources

targeting newborns through pre-schoolers.

Call (646) 278-1510 Alexandra.Marinacci@9threads.com

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REMIX

PH

OTO

GR

APH

Y B

Y M

cCA

ND

LISS

AN

D C

AM

PBEL

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NAME: VIVIAN (A.K.A. THE BOY

REPELLER)AGE: 10

HOMETOWN: NEW YORK CITY

Stylist’s own button-down

shirt, Liv B. plaid pants, shoes by Crewcuts, Zuzii

bow necklace and headband, stylist’s

bracelets.

Liv B. hi-low tee, Kickle by

AlexandAlexa pants, Superga

polka dot sneakers, stylist’s own

handmade jewelry.

Liv B. T-shirt, Ralph Lauren yellow jeans,

Crewcuts desert boots, stylist’s

own handmade jewelry.

Since May, our guest stylist, Vivian, has been sharing her quirky fashion sensibil-ity on her blog The Boy Repeller. Inspired by Leandra Medine’s popular blog, The Man Repeller—a tongue-in-cheek look at fashion that may repel the opposite sex (i.e. overalls, shoulder pads, clogs)—Vivian chats about everything from her adoration of preppy collars to her collec-tion of dolphin-themed accessories and her eye for fringe.

The tween counts the Crewcuts store in her Upper East Side neighborhood as one of her go-to sources to pick up

some must-haves like classic blue jeans and ultra soft tees. “I don’t like anything too fitted. I like pants and hi-low shirts,” she said as she scooped out her looks from the Earnshaw’s closet. Methodically, she paired the casual pieces with o!-beat accessories including some of her own jewelry de-signs and baubles brought from home. Her eclectic shoe collection made the ensembles pop. We chatted with the stylish ingénue about some of her fash-ion favorites and what makes her look all her own. —Angela Velasquez

How would you describe your style? Casual cool. I don’t like anything too fancy or too relaxed, like I’ll wear a big necklace with a T-shirt.What is your favorite item in your closet? The white button-down shirt I have on today. It’s light and breezy. And I have a pair of black and white pants with a crazy print that I love.Who is your favorite designer? Isabel Marant. She has cool clothes.What do you want to be when you grow up? A fashion designer, and I’ll call my line Boy Repeller!

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F!" #$ %i"ls &!' #( )imes...www.limeapple.ca 1.800.359.5171

Girl & Co. by limeapple

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®

Little Me1385 BroadwaySuite 1800NY, NY 10018212-279-4150Mark Zelenwww.littleme.com

NortheastBill & Sandie Ellsworth781-326-3999

SoutheastPaul Daubney 404-577-6840

Caribbean/Latin America/South Florida Rolando & Ana Hidalgo305-266-8745

West CoastTeresa Stephen & Krystal Crooymans 866-723-KIDS

Midwest Richard Finkelstein & Al Zaiff800-935-0236

Texas/SouthwestAnnette Cardona-Stein214-637-4446

International Nathan A. Mamiye 212-216-6008

See us at:ABC Show, LouisvilleOct. 14th - 17th

The Children’s ClubNYC, Oct. 21st-23rd

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