Earnshaw's | April/May 2015

VOLUME 99 NUMBER 4

THREE TOUGH BUNN I ES BY THE BAY • THE P I ED P IPER ’S SWEET SONG OF SUCCESS • RED ALERT • QU I LTED AGE

APRIL/MAY 201 5 $10.00

AUTUMNSERENADE

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EARNSHAW’S INFANTS, GIRLS AND BOYS WEAR REVIEW ISSN 0161-2786 (USPS-320-090) The business and fashion magazine of the childrenswear industry is published 10x a year by 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 offices. Subscription price for one year: U.S. $48; Rates outside U.S. available upon request. Single price copy, $5. Copyright 2011 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.

APRIL MAY 2015

4 Editor’s Note 6 8 10 Fresh Finds 14 On Trend 30 Behind the Seams 40

Above: top, Puff vest, knit leggings,

aff socks, Mary Janes.

On cover: sweater, vest,

Puff hat and bloomers, leg warmers, calf hair booties. Photography by Trevett McCandliss; styling by Tara Anne Dalbow; grooming by Enid Seymore.

FEATURES16 Smart Bunnies Reeling from a family tragedy, sisters

18 High Note

12 Fine Wine

FASHION20 Earth Angels

look to little ones.

Noelle Heffernan

Audrey Goodson Kingo Editor in Chief

Nancy Campbell Trevett McCandliss

Tara Anne Dalbow Fashion Editor

Kirby Stirland

Lauren Fusilier Assistant Editor

Caroline Diaco

Jennifer Craig

Manager

Tim Jones

Mike Hoff Webmaster

Sales/Editorial Offices

4th floor

Circulation Office

9Threads

Xen Zapis, Chairman Lee Zapis Rich Bongorno, CFO Debbie Grim, Controller

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bonbebe.com | 212.695.6732

layette playwear outerwear bath bedding gifts accessories


editor’s note

AUDREY GOODSON [email protected]

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WHEN I WAS

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to the Back Future

TalkingPoints

Sharp ShooterHow beautiful brand photography can boost your brand image—and sales.

IN TODAY’S OVERSATURATED media world, how do brands gain a competitive advantage? With compel-ling, aspirational, high-quality pho-tography, perfect for brightening up merchandising materials, social media channels and e-commerce sites. As Alex Theophanous of

puts it, “The website is an online retailer’s ‘shop window’ and the higher the quality of imagery the more likely people are to pur-chase.” Here, industry experts share their top secrets to stellar photography:

QUALITY PRODUCT FLATS ARE KEY Be sure to snap an image of every product you offer—and iPhone photos don’t count. “We invested in a good camera and lighting and do our prod-uct photography in house,” says Lemon Loves Lime Founder and Designer Joy Cha. “That’s

a big time and money saving measure, because you can shoot as soon as the samples come in.” But should you outsource the job, or do it yourself? “If people are spending more than $2,000 to $2,500 a month on product photog-raphy, it just makes sense to bring it in house,” suggests Mark Duhaime, CEO of Focal Media Group, the U.S. distributor for StyleShoots, a photo machine technology that quickly cre-ates flat photography. Both Cha and Duhaime note that consistency—in color, expsoure and resolution—is important.

BUT LIFESTYLE SHOTS ARE BIG, TOO The necessary ingredients for a good lifestyle shoot often include a beautiful location, ador-able mini models, an array of props, a baby wrangler and most importantly, a talented photographer. “Look for someone who is in line with your brand image but is also a good

listener and a great collaborator,” suggests Kate Ryan, who represents some of the top children’s photographers in the industry. Then, “Carry your season’s theme into your photography,” says Cha. “We go on Pinterest all the time. We capture the look we want and pass it along to our photographer.”

BE ORIGINAL “The more unique the image, the higher the Google ranking,” Duhaime points out, which means “you’re also increas-ing your visibility as an e-commerce store.” Similarly, Cha found that offering her retailers unique images helped sales tremendously. That’s why the brand now shoots three to four different modeled outfits for every piece of apparel. “We upsell a lot of bottoms that way. In our first year we sold 30 percent bottoms and 70 percent tops, but it’s now 50/50.”

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dating back to 1792, Start-rite serves as the gold standard for children’s shoes across the pond, with an emphasis on healthy foot development and proper fit. To give the classic collection a contemporary twist, the company linked up with luxury designer Rachel Riley for a new line that launches in Fall ’15. “We are both iconic British heritage brands so it seemed like a perfect fit,” Riley says of the partnership. Not to mention, both brands have been spotted on royal tot, Prince George.

Known for her vintage-inspired designs and exclusive, vibrant prints, Riley is adding her distinctive stamp to an infant collection, as well as a girls’ collection in sizes 3 to 10.5. The First Walkers collection hews to Start-rite’s traditional silhouettes, such as t-bars, kilties and brogues, but adds luxe

HOTP R O P E R T I E S

New ClassicRachel Riley teams up with Start-rite for a modern take on timeless shoes.

the scene for a spook-tacular fall in honor of the first-ever Goosebumps film, based on the beloved book series by R.L. Stine. Set to premiere on Oct. 16, a wide range of licensed products will launch along with it.

C-Life Group will produce a frightfully fun range of T-shirts, fashion tops and hoodies inspired by the original book covers, in an array of bright oranges, greens and blues. Sizes range from 4 to 20 in boys and 4 to 16 in girls, and wholesale prices range from $3.50 to $9.50. To learn more, contact [email protected].

Meanwhile, SG Footwear will create a line of pajamas and slippers for boys and girls. Available in sizes 4 to 16, the sleepwear features film-inspired artwork in moody hues like blue, black, gray and red and is offered in polyester, brushed micro jersey and 100 percent ribbed cotton fabrics. Micro and polar fleece slippers with decorative patches, appliqués and embroidery will also be available in youth sizes 3 to 10. Wholesale prices range from $5.50 to $8.50. Contact [email protected] for more details. —L.F.

Fright ClubGoosebumps fêtes its first feature film.

elements like ultra-soft leathers available in rich neutrals, chic pastels and flashy metallics. Similarly, the girls’ collection offers snakeskin, polka dot and leopard print patterns in vibrant reds, pinks and metallics, but on classic sillhouettes, such as Mary Janes. Wholesale prices range from $45 to $90. Contact Thread Showroom at [email protected] for additional information. —Lauren Fusilier

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R E S H

For soft and soothing infant wear by way of Spain, look no further than Comprised of natu-ral cottons in subdued shades of gray, mauve, violet, stone and sand, the hand-knit collection for infants, from newborns to size 9 months, offers everything from patchwork dresses to fluffy ponchos, pullover sweaters, knit culottes and cotton cord trousers, as well as a complete line of complementary bonnets, bibs and booties. Wholesale prices range from $15 to $65 for the col-lection. Check out www.liloandco.es.

New York City-based combines sophisti-cated city style with play-inspired details, from tutus to feathered headbands. For Fall ’15, the brand juxtaposes sweet with rocker-chic for girls—think moto jackets, eyelet lace sweatshirts with contrast zippers and color-contrasting puffer coats with a metallic sheen. For boys, the vibe is casually hip, with chambray button-downs and hooded flannel shirts paired with suspend-ers and jeans. Tops, bottoms, dresses and rompers wholesale for $13 to $45 and outerwear for $60 to $75. Sizes range from 12 months to 10 years, and more information can be found on www.vierrarose.com.

Offering free-spirited style from down under, Aussie brand

debuted its aptly-named Fall ’15 collection, The Wild Bohème, to U.S. buyers at the August edition of Playtime New York. Bespoke prints—from tropi-cal birds and flora to large-scale paisley in rich browns and shades of gray—appear on a range of silhouettes, from ’70s-inspired bell-bottoms and rompers for girls to classic button-downs and swim trunks for boys. Modern details like quilted leather and raw-edges complete the brand’s boho-luxe look, available in sizes 6-12 months to 7 years. Wholesale prices range from $16 to $75. Visit www.feather drum.com.

Touting itself as the first denim company to manufacture in the U.S. and focus specifically on boys’, launches in Fall ’15. Specializing in raw denim, which lasts for years, the jeans are available in boys’ sizes 2 to 14, but with a slightly longer length to maximize the amount of time they can be worn. The denim is made in North Carolina and sewn in Los Angeles, and the brand’s signature red detailing and tricycle logo are featured on buttons, rivets and a genu-ine leather patch. Wholesale prices range between $55 and $62. Learn more at www. prestonmileskids.com.

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Bold, bright and frighteningly warm: Meet . The com-pany’s distinctive jackets, covered in spiky fur, come in a variety of eye-popping color combinations, from neon green, electric blue and black to hot pink, turquoise and purple. A water-resistant liner, inside zippered pocket and machine washable fabrics make the coats a hit with moms, too. After a successful Fall ’14 debut, look for two new hot pink options and expanded sizes for Fall ’15. Available in sizes 4 to 12, the jackets wholesale for $75 each. Learn more at www.monstercoats.com.

Tired of tracking down their kids’ lost socks, British parents Rachel and Adrien Pettiford launched . Now, little ones can say goodbye to socks that slip and bunch, thanks to the brand’s Stay On Technology, which incorporates an ultra-thin layer of 100 percent natural, hypoallergenic silicon to the inside cuff of each sock. The brand offers three collections: baby and toddler socks for newborns to size 2-3 years in traditional and fashion solids; school socks meant to complement uniform colors for ages 4 and up; and sport socks made of a breathable blend of polyester and spandex for ages 4 and up. New for Fall ’15 are welly socks for rainboots in sizes 1 to 9 years. Wholesale prices range from $3 to $7 per pair. Check out www.littlegrippers.com.

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First there was navy and now there’s gray, but another surprisingly neutral hue is making its mark on the maternity and children’s markets: deep, rich red. Some call it burgundy and others maroon, but all will call it delicious now that Pantone picked the shade—dubbed Marsala after the fortified wine—as the 2015 Color of the Year. It should come as no surprise that home and fashion designers have gravitated toward the earthy tone. After all, Americans drink more wine than any other coun-try (a total of 339 million cases in 2013, according to the latest figures from International Wine & Spirit Research). As for why the hue is hot in kids’ fashion, it undeniably lends a classic, collegiate sophistication to fall staples, from jackets to bow-ties, and it pairs well with other colors, like beige and burnt orange. Not to mention, buying a burgundy diaper bag is a safe way for moms-to-be to indulge their craving for Marsala. So drink up! —Audrey Goodson Kingo

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1. Frenchie Mini Couture bow-tie one-piece and car-digan 2. Etnia Barcelona sunglasses 3. The Good Ones jacket 4. Sleepy Owl Pure Baby Care bottom balm and boo boo stick 5. & 10. Baby Starters by Rashti & Rashti bib and plush sock monkey 6. PacaPod Idaho diaper bag with pods 7. Chewbeads teething necklace and bracelet 8. Pediped Mary Janes 9. Mayoral Newborn hat and mittens.

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Oh, baby!We’ve got a new look.

Check out the new Earnshaws.comwith interactive slideshows, videos, searchable content and a daily blog.

For advertising opportunities, contact Noelle Heffernan at [email protected]. (917) 886-6669

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On Trend

Luisa et la Lunajacket

Dondolojacket

Kapital Kbodysuit

Old Solessneaker

Joah Lovesweatshirt

Kidscase pants

Umi boot

Nico Nicovest

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The craft of quilting dates all the way back to the first century, when the fabric was used by Siberians to fight the cold. But in terms of fashion history, it all started with Coco Chanel’s iconic 2.55 bag in 1955. Today, the technique lends shape and volume to not only handbags but apparel as well. Inspired by quilted dresses and trousers at labels like Fendi and Kenzo last season, quilting can be found texturizing an array of kidswear for Fall ’15, from sporty skirts, comfy sweatpants and snazzy sneakers to overcoats and puffer vests. With the ability to add dimension and sophis-tication to any silhouette, quilted fabrics will keep little ones looking chic while feeling cozy all winter long. —Tara Anne Dalbow

Quilts

Call It

Little Mejacket

Ella Moss skirt

OmamiMini vest

Kate Mackjacket

Oil & Waterraincoat

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SUZANNE KNUTSON SPEAKS fluent bunny, sprinkling her conversations with aphorisms like,

ranging line of heirloom-quality gifts, toys, books

market, however, was just another milestone in

Q&A

BY AUDREY GOODSON KINGO

Q&A

BunniesSmart

From left: Krystal Kirkpatrick, Jeanne-

ming Hayes and Suzanne Knutson.

EARN_q&a_03.indd 16 4/8/15 2:59 PM

Knutson jokes—named Elsa & Co. in honor of the family matriarch. It was a way to express their creative impulses during the long months when their husbands, all fishermen, were away at sea. But on Valentine’s Day in 1983, the sisters lost their father, uncle and cousin, as well as 11 other men from their hometown, in one of the worst commercial fishing accidents in U.S. history. “We kept the store open for a couple more years after that, but our hearts really weren’t in it,” Knutson says. A few years later, their brother also disappeared at sea in a boating accident.

That’s when Knutson’s stance on sew-ing began to shift, as the sisters relied on the healing hobby to help recover from their grief. “We realized we needed to do something to mend, and my grandmother always said sewing is something you can mend—something that can help you heal.” So in 1986 they began stitching and selling bunnies. Within a year they hired a local production team to help keep up with the rapidly growing demand.

When the collectibles market began to crash in the mid-90s and the sisters struggled to sell their American-made bunnies to buyers who deemed them

“too expensive,” fate stepped in again in the form of the company’s current CEO, Jeanne-ming Hayes. She grew up in Taiwan, and had worked there and in Hong Kong for 15 years as a senior manager at plush toy company Applause before retiring to Whidbey Island, located just a bridge away from the Bunnies by the Bay head-quarters. Hayes came on board in 1999 and utilized her overseas contacts to help the company switch to a more affordable manufacturer in China.

But the tale of how Hayes and the sisters became lifelong friends and business partners is actually far more prophetic. A year before they all met, Knutson and Kirkpatrick were walking back from dinner in New York City when Kirkpatrick had a sudden urge to visit a psychic. The two were debating whether or not to go when they were stopped on the sidewalk by a man, who gave Kirkpatrick a Chinese charm on a red string, one he said helped him overcome difficulties in his own life. “He said, ‘I received this as a gift, and I would like to give it to you.’ Then he just turned around and walked away. To Krys and me, it was so profound,” Knutson recalls.

The moment’s true meaning became clear a year later, again in New York City, when Hayes joined the sisters at Toy Fair. At dinner,

Kirkpatrick pulled out the charm to show it to their new business partner, and Hayes immediately burst into tears.

“She told us that the charm is actually from her village in Taiwan, from the orphanage across the street from where she grew up. Having that charm from that orphanage in Taiwan is like having a needle from a haystack. Jeanne said,

‘This is my mission. This is why I was sent here.’ So we’ve never been apart since,” says Knutson, who calls Hayes her soul sister.

Partnering with Hayes was fortunate in another way, too: When the sisters showed buyers from Hallmark that they could create the same quality products at a much lower cost in China, the com-pany quickly offered them a lucrative five-year deal, beginning in 2000, that helped catapult Bunnies by the Bay into the national spotlight. The partnership also inspired the sisters to branch into the baby market, where they’ve been focused ever since.

Today, Bunnies by the Bay is owned by children’s toy manufacturer Kids Preferred, which acquired the company in 2013. But the brand continues to call Anacortes home, and the sisters still retain their roles, with Kirkpatrick serv-ing as the head designer, or “director of design and drama,” as Knutson dubs her. Hayes, the company CEO, or “director of serious stuff,” oversees production and helps create the whimsical cast of animal characters that live on Cricket Island—a fictional retreat based on Fidalgo Island. And the brand remains a go-to baby shower gift, revered by shoppers for its soft texture and timeless style.

Yet even after almost 30 years of success, Knutson admits the three women still look at every day as a new challenge and a new opportunity.

“We just feel like everything we do has got a little bit of fate to it,” she says. “As successful as we think we are, or others think we are, we’ve still got a lot to learn. Even though we’ve been doing this for 29 years, it just feels like we’re still new, with the ways things change every day. You have to be able to embrace it.”

Bunnies by the Bay started out in the gift market, correct? Somehow we were sucked into the collectible world, and we still don’t know how. We didn’t really know what it was at the time, but people kept telling us, “I’ve been collecting your bunnies!” So Krys and I

S U Z A N N E K N U T S O NUP CLOSE WITH

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Annie Lennox. I’ve always loved her, and I loved her performance at the Grammys. She was so classy. She wasn’t dressed in a costume and she probably wasn’t even wearing makeup, but she just blew everyone else away.

I’m reading the second book in the Odd Thomas series by Dean Koontz, Forever Odd. I love to read series because if I end up liking something, I don’t want it to end.

This Is Where I Leave You, with Jason Bateman and Jane Fonda. It’s got a great cast.

If it’s summertime and the weather’s good, it’s always golf. Around here we have a little course where I can bring my dog, Bea the Beagle.

There are a lot, but I really like barbecue Popchips. And my hus-band hates them, so I know he won’t ever take my stash.

Lip balm, a fully-loaded Kindle with a solar charger and a big beach umbrella, pref-erably with polka dots. I’m assuming this is a tropical island.

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[ ]

For 50 years, The Pied Piper has enticed multiple generations of parents to stop by the Baltimore boutique, thanks

to its contemporary spin on Charm City’s classic style.

High Note

N AN EVER-changing retail environment, what’s the secret to longevity? For mother-daughter duo Kathryn DeVincentis and Rosemary Schneider of Baltimore insti-tution The Pied Piper, the answer lies in balancing consistency and evolution. The beloved boutique has remained dedicated to offering excellent customer service and classic childrenswear for 50 years, but keeping up with contemporary style has also been indisputably important to

the store’s continued success.Another secret to The Pied Piper’s longevity is DeVincentis herself,

affectionately known as Mrs. D to her customers. DeVincentis opened the shop in 1965, and at 86 years old, she and the shop are still going strong. “Everyone loves Mrs. D for her honesty, sincerity and her gen-uine love for and interest in her customers,” Schneider says of her mother. That affection for Mrs. D doesn’t just lead to a sale—it leads to lifelong relationships. With a clientele made up of multiple generations of loyal customers, DeVincentis now helps outfit the great-grandchil-dren of the store’s first shoppers. And it’s not just grandparents who keep coming back time and again: “Brides often come in to outfit their flower girls and ring bearers, and then we see them a few years later for

their first baby,” Schneider reveals. Like the city’s hidden charms (thus its nickname, Charm City), The

Pied Piper adds a bit of whimsy to its timeless décor. Furnished with bright white fixtures and built-in armoires, as well as a separate room for boys’ items fitted in rich mahogany, the traditional layout makes navigating the sales floor a cinch for customers. The store’s indoor play-house, filled with toys and games, adds a playful touch—and keeps kids occupied while parents shop, Schneider adds. And with an impressive 4,000-square-foot sales floor stocking between 60 and 80 brands at any given time, it all adds up to a go-to destination for Baltimore families.

But the biggest reason those families return year after year is the store’s spot-on selection, befitting Baltimore’s preppy-meets-modern

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aesthetic. As Schneider describes it, “We lean towards the traditional and classic, but our customers are definitely also open to more con-temporary lines, as long as they’re clean and the fashion is rooted in the refined.” Think classic sailor suits and floral print dresses fit for a boat ride on Chesapeake Bay, or traditional blazers paired with quirky-print ties for a blue crab feast.

Bestsellers include Florence Eiseman, Biscotti and Ella Moss for girls and Ralph Lauren, E-Land Kids and Appaman for boys. As for European brands, French label Lili Gaufrette is a favorite in both boys and girls. While spe-cial occasion clothing and gifts are popular items, customers can also find everything from under-wear, swimwear and sportswear to coats, hosiery and accessories. “Basically, a customer can outfit their kid for the whole season here—we are a one-stop shop,” reports Schneider. That conve-nience factor, she adds, is a major draw for today’s busy moms.

THE LAUNCH OF A LEGACY DeVincentis always had a pas-sion for retail. After attending the Rochester Institute of Technology and the Fashion Institute of Technology in New York City, in 1951, she began her career by man-aging the 5th Avenue location of Peck & Peck, a high-end specialty retailer selling private label wom-en’s wear. A newly opened loca-tion brought her to Baltimore in 1953, where she met and married Dr. Michael DeVincentis. They soon started a family and she ded-icated herself to raising her chil-dren and conducting charity work at the hospital where her husband worked as a surgeon.

Once her youngest, Rosemary, was in school, however, DeVincentis felt a calling to return to retail. A survey of the Baltimore retail land-scape revealed a gap in the mar-ket for a better children’s store, so she opened The Pied Piper,

whose name she chose after the popular children’s tale because it reflected the double P’s of Peck & Peck. There, she scooped up brands like Magil and Simonetta, introducing the area to high-end European children’s fashion.

It wasn’t long before Schneider followed in her footsteps, taking an interest in the business from an early age. “I used to sneak out of school to go with her on buying trips to New York,” she laughs. It was also where DeVincentis began to pass down her retail

For little girls we do great with Florence Eisman and Biscotti. For tween girls it’s Ella Moss, Kiddo, Derhy Kids and Splendid.

Ralph Lauren Childrenswear, E-Land Kids, Vineyard Vines for ties and Under Armour for playwear.

Mayoral across the board. Also Kissy Kissy, Magnolia Baby, Anavini, Little Threads and Marco & Lizzy.

Gita Accessories makes these amazing matching hat and sweater combos in cotton or chenille that are so popular. We also do a lot of Baby CZ and Aden + Anais for showers.

Melissa & Doug toys are a great value for their price point. We also sell Madame Alexander dolls. Gund, Hape, Juratoys and Yottoy are all great, too.

W H AT ’ S S E L L I N G AT THE PIED

PIPER

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Mayoral blazer, Wheat sweater and trousers, Go Gently Baby hat, Bonheur Du Jour scarf.

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Misha and Puff sweater, stylist’s own hat. Opposite page: Fanny Belette sweater and hat, Go Gently Baby dress and leggings, Blue Ullu scarf, Little Giraffe socks.


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Marie Chantal shirt and sweater, Bonheur Du Jour knit leggings, Bella Simonebooties. Opposite Page: Bonheur Du Jour sweater, Nui Organics knit T-shirt, Wendy Bellissimo sweatpants, Little Giraffe socks, Bella Simone booties; The SweetPotatoe bodysuit, Wheat vest, Nui Organics cardigan, KicKee Pants cargo pants, Minnetonka moccasins.


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Rockin’ Baby jacket, Lucky Fish bodysuit, Moon et Miel sweatshirt and pants. Opposite Page: Mayoral sweater, Marie Chantal dress, Kira Kids leggings, Bella Simone booties.


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Fanny Belette cardigan and vest, KicKee Pants long sleeve T-shirt, Wendy Bellissimo trousers, Bella Simone booties. Opposite Page: Paper Wings poncho, Joah Love pants, Minnetonka moccasins.Grooming by Enid Seymore.


From dinosaurs to Star Wars, MadPax continues to electrify an oft-staid school staple.

Pack to

N A MARKET dominated by solid colors and licensed characters, MadPax backpacks stand out, and that’s exactly how creators Mike Cordovana and Tina Huber planned it. Cordovana created the pro-totype—a dino-inspired dark green pack with three dimensional soft spikes—and Huber sent her son, Hudson, off to school with it on his back. At the end of the day, they got the feedback they were hoping for: “He felt like a rock star,” Huber proclaims. “Everyone stopped him and asked where it came from and the girls went crazy and wanted to know

what other colors were available. Even older kids and teachers were asking about it!” Recognizing the pack’s potential, the team promptly patented the design and set up shop at the 2011 Atlanta gift show.

Now, the backpacks are available in over 900 boutiques and museums in 12 countries across the globe. But don’t think that means the creative team is resting on its well-earned laurels. This year, MadPax is offering its first line of licensed packs, featuring four special characters to coincide with the new

movie. While three of the characters are still under wraps, Huber con-fides that R2-D2 is on the roster. Appearing on one of the brand’s Blok packs, which feature geometric blocks in bright solids or graphic prints, R2-D2 will come complete with wheels, a blinking red LED light and telescoping rod. (Further characters will be revealed closer to the film’s release.)

However, she can confirm the brand’s newest pack for 2015: The Exoskeleton, a geometric design featuring zig-zagging angles and a row of small domes down the center. “We’re not trying to emulate something spe-cific—it’s more like a cross between an alien and a submarine with spines and different portals on it,” Huber describes. It’s all part of the master plan, since releasing one new design a year has always been a top priority. In addition to the original Spiketus Rex model that put MadPax on the map, in 2011 the brand also debuted the Later Gator spiked pack, which fittingly comes in a faux-skin pattern. In 2012, the Bubble packs made their market debut, offered in vibrant colors or laser photo-real prints. And the following year, MadPax introduced its popular Blok design. All of the packs are offered in full, half and a small “Nibbler” size, as well as the “Mighty Bite” accessories size. Wholesale prices range from $8 to $55, and Huber points out that the packs’ high-quality materials make them durable as well as comfortable. Even more importantly, Huber adds, “Hopefully, there are kids all over the world feeling good about themselves, feeling confident and inspiring their imaginations because of our backpacks.”

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expertise, helping her daughter develop a keen eye for buying. Schneider worked summers through high school and college in the shop, return-ing full-time after finishing school and starting a family of her own. She still approaches the business with a sense of fun nearly 30 years later and looks forward to passing the torch to her own daughters someday. “With our strong following, if we just stay the course and keep doing what we’re doing, I don’t see us going away,” she says. “It’ll be here for them if they want it.”

Staying the course means maintaining the right balance between classic and trendy. The key to the curation is stocking traditional styles from brands like Marco & Lizzy, Anavini and Susanne Lively Designs alongside more modern pieces from Ella Moss, Splendid and Mayoral, Schneider explains. “One lesson my mom taught me early on about this industry is that you can’t stay still. We want to offer our custom-ers the merchandise they have come to depend on us for, but we also want to introduce them to new, cutting-edge trends, so they can stay current,” she says. But fashion-forward pieces must also be refined to make the cut. For girls, classic A-line silhouettes in updated, mod-ern prints from Lili Gaufrette are a good bet, while graphic tees from Quicksilver and Monster Republic are a big hit with boys. For the tricky tween demographic, adult takedowns from the likes of Kitty Kat and Blush are bestsellers. “We try to appeal to as broad a spectrum of cus-tomers as possible so there’s something for everybody when they come in,” Schneider adds.

Formerly dominated by European labels, over the years she’s seen

the high-end children’s market shift to include more American com-panies. “Many of the super high-end lines have gone away,” she notes. Part of it she attributes to today’s economic environment, where con-sumers have become more price-conscious. In response, Schneider says she’s developed a sharper, keener buying strategy that incorpo-rates more mid-range price points, and has expanded the store’s offer-ing to include more separates. “Over the years parents have become more willing to dress their kids more like adults, especially little boys, and people buy more separates these days, for infants on up,” she com-ments. The selection criteria at The Pied Piper, however, remain the same: Merchandise must be well made, comfortable, visually appeal-ing and a good value—and most importantly, fun.

THE SECRET TO STEADFAST SHOPPERSProviding every customer who enters the boutique with top-notch ser-vice is another of the store’s core values. With a gift registry, free wrap-ping in the shop’s signature pink or blue-checked paper and gift bas-ket and corporate gift services, the store’s status as the Baltimore area’s go-to gift destination is solidly established. But The Pied Piper’s reach extends beyond the local region. Baltimore transplants living in New York remain loyal to the institution, taking advantage of its services because they seek the wide selection and trust its staff to pull together top-quality gifts. “People call in, let us know the sex of the baby and give us a budget—we do the rest,” Schneider describes. “Sometimes they have an idea of what they want, other times they leave it completely up

[ ]

er_04_05_15_block_02.indd 34 4/9/15 1:13 PM

to us. We select a variety of items, from specialty pieces to everything a new mom needs to get started, and ship to the mom-to-be or to the company giv-ing the baby shower.”

For Schneider, the store’s most unex-pected fan base is located in the United Arab Emirates. Followers there discov-ered The Pied Piper by word of mouth from customers who visited the area to be treated at the Johns Hopkins Hospital. While in the waiting room, one mom read a profile on the shop—and the rest is history. “We’ve always carried finer, high quality pieces—it’s part of what sets us apart from other stores in the area—and they just love the beautiful smocked dresses, the traditional silk suits for little boys and our wide selection of accessories,” she reveals. “Some of the lines our UAE customers love are Chantal Designs dresses, David Charles, Mademoiselle Charlotte, Little Threads and Lili Gaufrette.”

Because the store’s website doesn’t offer online shopping, sales asso-ciates at The Pied Piper offer out-of-town customers something akin to a personal shopping experience. Customers call in to make requests, associates photograph and send them options via phone or email, they make selections, then the staff processes the transaction via phone and ships the purchases. Schneider notes that customers particularly love the service because it allows The Pied Piper to zero in on what they’re looking for and tailor the offering to them.

While she admits that the Internet is the biggest challenge facing the busi-ness today, Schneider believes that as long as brick-and-mortar retailers are aggressive in serving their customer base and attracting new fans, they’ll sur-vive. “People enjoy shopping. It’s always going to be a source of entertainment to the public,” she professes.

And entertainment is a big part of keeping the store’s customers satisfied. Regular in-store events include visits from a silhouette art-ist, who sketches portraits of the shop’s littlest customers, a yearly fall fashion show to highlight new collections and an annual lollipop birth-day party, where little shoppers are treated to lollipops while their par-ents are invited to take advantage of sale prices. This year looks to be the store’s biggest lollipop bash yet, when The Pied Piper celebrates its golden anniversary in November with ongoing raffles, drawings and prizes. “We told all of our manufacturers that we’re turning 50 and love presents, and the response was wonderful! They were all very generous and we’ll have so many great things to give away,” Schneider enthuses.

After all, she adds, it’s the continued support of customers and ven-dors alike that is at the heart of the store’s long-running success. “People come in here and they’re just so happy. They appreciate us, our hon-esty, integrity and what we do,” she confides. “And with so many small

“Over the years parents have become more willing to

dress their kids like little adults, especially little boys,

and people buy more separates these days, for infants on up.”

er_04_05_15_block_02.indd 35 4/9/15 1:13 PM

started going to the collectible shows and asking doll makers: ‘What makes you collectible?’ And they said, “Well it’s because we say we are.” So we decided to go into that world, because that’s where our customers were. We were selling to gift shops, primarily, because back then they were all selling collectible teddy bears or plates. But we weren’t ever really comfortable with it, and the market really tanked after Beanie Babies came out. We were selling bunnies for $300, but you could buy a Beanie Baby for $10 and sell it for $200. Our sales came to a screeching halt, and we realized we needed to reinvent ourselves.

Adjusting your pricing strategy was a big priority, I bet.Exactly. We knew we needed to go offshore, because we had to lower our prices. Everybody loved our product, but they kept telling us it was just too expensive. But we couldn’t continue to make it here in Anacortes and sell it for less than $300. It just wasn’t possible. And that’s when Jeanne ended up on our doorstep. Jeanne and her friends in China are the ones that believed in us and supported us, and that’s how we ended up going over to China.

What a fortuitous turn of fate. How did you meet Jeanne?She actually sent us a letter. As it turned out, we were only a bridge apart. She lived on Whidby Island; we live on Hidalgo Island. She contacted us because she had a friend in China, a factory owner she had known since she was 5 years old, and he saw our ad in

. He kept saying, “Look at how beautiful this product is. I want to make this product. Find out where they are, because if they’re still made in the U.S., they’re probably not surviving.” He said, “Look, this is in ‘WA,’ isn’t that where you are?” So that’s how she ended up pursuing us, because she found out that we were on the next island over. And we’ve been together ever since.

What’s the biggest way the gift industry has changed over the years?Mainly the way you sell the product. Back then, shoppers used to rely on their local gift store. Now they sit at home and shop on Amazon or other websites—which isn’t necessarily a bad thing. Sometimes I think it’s a good thing, especially considering all the bad weather this winter in places like Boston. After all, it means people are still spending money, whether they can get out of their house or not. And even though there aren’t as many stores as there used to be, the ones that are still around are a lot more resilient and know what they’re doing. Everyone laments that for every store that opens, two close. But you don’t have to have 10 stores in a town. One or two great stores are all you really need. You’re always going to have local stores. People need that retail therapy. And our line is so tactile and detail oriented, you really have to touch and feel it. You have to see all the embroidery, extra buttons and appliques, and feel how soft our velour is.

Another big break for Bunnies happened in 2000, when the company landed a licensing deal with Hallmark. How did that help catapult the brand?It really put us on the map. At the time, we were really well known

continued from page 17Q&A

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in pockets of the country—primarily, in the South and California, and a little bit in the Midwest, because that’s where the collectible world was centered, but we didn’t really have a sales base in the Northeast. Hallmark had 4,500 Gold Crown stores at that time, and some part of our product line was present in most of those stores. We did a whole line of plush bunnies, cards and a few hard goods like music boxes and tea sets, as well as products for Christmas and Valentine’s Day. (Hallmark is all about the seasons.) And then we just sat back and collected royalties, which was great. But everything runs its course, and that ran its course too. Out of it, however, we gained a whole baby line.

So that’s where the baby line began! Do tell. The most successful thing we did for Hallmark was a line of greeting cards, but the baby cards were by far the bestsellers. Out of the 112 cards we made, the top five were baby cards. So they said, ‘We think you should do a baby line.’ We had been thinking about it, and we actually already had some designs ready to roll out. We did a test run with some of Hallmark’s buyers, and they thought it looked great. But none of the retailers had any baby products in their stores. All Hallmark had at the time was Snoopy Baby, so they backed off a bit. And we said, ‘Great, we’re going to do it ourselves.’

How did you switch gears and begin promoting the Bunnies by the

Bay as a baby brand instead of a collectible company?We designed an entire baby line, and we took it to the Atlanta gift show in 2001. We told ourselves we either make it or we don’t. Thankfully, we sold $100,000 out of a 10’x10’ booth, writing non-stop orders the whole time. We were a little oasis of soft and cuddly, sitting next to everything from ceramic lamps to rugs. And we never looked back. In some ways, I feel like we’re still doing what we’ve always done. Our collectible bun-nies were embellished wearing outfits, and people always said, “This is adorable. You guys should create children’s clothing.” We’re still making plush bunnies, but they’re not dressed. And we’re still making apparel, but not for dolls. We didn’t really go that far away from what we’ve always done. We’re still in soft goods. We’re still in cut and sew. You never know where the next inspiration is going to come from.

Did you continue to utilize trade shows to build the brand?We did. The Atlanta show was only our first. We also had sales reps with permanent showrooms in California, Dallas and Atlanta. They were gift reps, though—one was even more of a toy rep—so there was a learning curve for them, too. However, our Atlanta rep, Leigh Anne Bassinger, was a visionary. She’s retired now, but what I loved about her is she always saw the next big thing. She was our best rep. She had total faith in us from the beginning of the launch of the baby line, so we knew we were going to be fine.

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EARN_q&a_03.indd 37 4/8/15 3:02 PM

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How do you determine what’s going to be a bestseller today? We’ve never really followed what’s hot and what’s not. My sister has always been a little bit in front of the curve. Often, if a product doesn’t do well right off the bat, it will pick up in another six months. She just designs and picks colors based on what she loves. She’s pretty consistent—she likes anything vintage, anything that’s got an old-fashioned feel to it. Nothing is bright white. Everything is antiqued, umbered and warm. And it’s got to be soft, because she’s

never make it for a baby. She hates anything with tags and zippers. She shops at Goodwill all the time, looking for prints and fabrics for inspiration. We’re doing some knit toys for next season based on some cool angora sweaters she found at Goodwill. She sees things that most of us bypass.

Often the secret to success is simply sticking to what works. We try to. Jeanne is our brand ambassador and brand police. Sometimes we start to stray and Jeanne asks, “How does that fit

but we’re not really known for any one specific product other than our security blankets. We have our own line of books, blankets, booties, apparel and plush. We’re trying to expand our apparel line, but we feel like we’re sandwiched in between the gift world and the apparel world. Fifty percent of our line is now apparel, and designing apparel is what actually gives my sister the most pleasure.

How do you make the case that you’re an apparel brand, too?

you don’t sell to a department store, and you’re only depending on small gift shops, you’re never going to reach a sustainable level of

part of our strategy is convincing buyers that we’re an apparel company, and we want to be a brand in their store.

Has your partnership with Kids Preferred helped you in that regard?

nice is it has given us the ability to go into new formats and design some things that normally we couldn’t feasibly afford to do, like baby teethers, melamine dish sets and swaddle blankets. We’ve always wanted to partner with a company that could help us grow financially but would allow the main functions of our company to remain the same. We still have all of our designers and we are still based in Washington, but now we can get into all these new

wouldn’t have been able to grow any more. We were pretty much stuck, so this is a great opportunity.

Where do you see the biggest growth opportunities for Bunnies by the Bay?

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gift sets for newborns, a line called Storywear, because we feel like the baby story begins in the outfit. We have a boys’ collection called

to just put out a little T-shirt or a pair of pants; we want it to encour-

The sky is the limit?We jokingly said it in the beginning, but we would love to be the

-body has a story to tell. Our story is about how you can go through

EARN_q&a_03.indd 39 4/8/15 3:11 PM

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HETHER SHE’S WALKING

Fashion Week in Miami, rehears-ing lines for her numerous acting gigs at home in Montague, MA,

one would be hard-pressed to find Charlotte Curbow-Healey in one place for

between Massachusetts and Florida, Charlotte has come a long way from her first role in a hometown indie flick at the tender age of 5. Today, the up-and-coming starlet can be spotted in the feature film

and on USA Network’s , as well as co-hosting the next Miami Kids Fashion Week

“I thought it would be a lot of fun,” says Charlotte of her first on-screen appearances, “and then my resume just started building.”

inherited from her mother, a former fashion buyer. “Fashion is fun and always changing, but I admit,

someday. You don’t just wear his clothing—it’s a

it’s hard to beat hanging out in yoga pants and

When she isn’t on set or striding down a runway, Charlotte can be found playing tennis, riding horses or taking martial arts classes with her dad. “I don’t know what the future holds for me with acting and modeling, but I see a solid education,” affirms the ambitious young ingénue, who plans to attend law school after college in preparation for running for

me!” —

WHarry Potter

What the cool kids love…Meet 10-year-old Charlotte Curbow-Healey: budding actress, model and future President of the United States.

Earnshaw's | April/May 2015

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