MILAN — Who said that kids don’t have fashion emergencies?

Each mothers of two children, Milanese entrepreneurs Beatrice Camerana and Isabella Spadacini know two main things when it comes to family management: First of all, mothers don’t have enough time; secondly, kids hate going shopping and trying clothes on in-store.

“Being totally aware of these two unwritten rules having experienced that with our own children, we had the idea of launching e-commerce collecting a carefully edited selection of brands,” explained former fashion publicist Camerana, who is also one of the executive producers behind several movies, including Francesco Carrozzini’s “Franca: Chaos and Creation,” discussing the idea behind the newly launched online store Ginnibò. It is named after her first daughter, Ginevra “Ginni” Bogianchino.

The e-commerce site carries clothes for boys and girls aged newborn to 13 and features a charming visual layout defined by sweet pastel tones and a cute logo symbolizing a mother with two kids.

The product selection counts about 30 brands — including Babe & Tess, Dotty Dungarees, Finger in the Nose, Louise Misha, Minimalisma, Péro and Sleepydoe, among others — with prices ranging from 40 euros to 300 euros.

Ginnibò is debuting its first pop-up store on May 13 in Milan

Ginnibò is debuting its first pop-up store on May 13 in Milan.  Courtesy Photo

“When we started developing the project, we immediately realized that offering great products was crucial, but not enough, so we built our company around the idea of a highly efficient customer service,” explained Spadacini, who prior to launching Ginnibò developed a successful career in advertising production. “This is why we decided to offer a same-day delivery for the city of Milan.”

“Our speed is particularly appreciated by our customers, who sometimes find out last minute that their kids have to attend a party and are missing the right outfit or the right gift,” Camerana explained.

To celebrate the launch of the web site and establish a personal relationship with prospective customers, Camerana and Spadacini are opening a Ginnibò brick-and-mortar pop-up store from May 13 to 23 at 18 Via Palermo, in the heart of Milan’s Brera district.

“For the pop-up store, we secured two new exclusive brands [that] are not online yet, Lucas du Tertre and Tuk Tuk Anouk,” said Camerana, who also revealed that just in time for the Christmas season Ginnibò will return in November to the same location in Brera with a second temporary store.

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