How This Kids Clothing Company Uses Personal Touches to Double Online Sales

It’s often said that dogs resemble their owners. While this is true of parents and their children for obvious reasons, parents are also dressing their offspring in attire that mirrors their own fashion sense. In the ’80s, it was Laura Ashley floral dresses for mothers and daughters. In 2016, many trendy parents opt for minimalist basics in premium materials. Capitalizing on this matchy-matchy inclination is Alyssa Kerbel, owner of Toronto, Canada-based children’s lifestyle brand Mini Mioche. After the birth of her first child eight years ago, Kerbel struggled to find neutral, wash-and-wear baby clothes without garish prints and in-your-face graphics. “I’m a T-shirt and jeans kind of person and I just wanted to dress her in a similar way. I think that’s the case with a lot of parents nowadays. They like their children to have a similar aesthetic and reflect their lifestyle,” says Kerbel. With a background in fashion wholesaling, Kerbel decided to flex her creative muscles and start her own children’s clothing company. The brand has since evolved into two Toronto brick-and-mortar stores and an ecommerce site which attracts customers from across Canada. After spending over a decade managing a fashion wholesale company in Toronto, Kerbel had collected the connections to get her business off the ground. Her first step was to hire a production manager to show her the ropes of clothing design and manufacturing. Working together, Kerbel and her new manager decided to initially offer 10 basic styles in 10 colors for newborns up to 24 months to sell wholesale to children’s clothing boutiques.