Rockets of Awesome, a new children’s business, launches today. The concept is expected to make shopping easier for parents by delivering style and value to their doorstep.
The company was founded by Rachel Blumenthal, chief executive officer. She also founded Cricket’s Club, an online site with recommendations and curated content for parents. She is married to Neil Blumenthal, cofounder and co-ceo of Warby Parker.
Rockets of Awesome is geared to girls and boys, ages two through 11, and sizes 2 to 14.
Customers register on the site and create a style file, answering questions about what their kids love or hate, such as stripes or polka dots, or skinny or straight jeans. The company compiles data from customers’ behavioral patterns with their kids’ preferences. With every interaction, the experience becomes more personalized, resulting in a highly curated delivery of outfits each season — four times a year. Each box contains 12 items, ranging in price from $12 to $46. There is no membership fee, and customers only pay for what they keep. The average box is between $200 and $250, depending on the selections.
The total offering is from the company’s in-house brand, called Rockets of Awesome. It is designed by Zia Taylor, senior vice president of design and merchandising, whose prior experience includes such companies as Gap Kids, Baby Gap, OshKosh B’gosh, J.C. Penney Co. Inc. and 77Kids by American Eagle. The clothing is produced in Asia and the Dominican Republic.
Blumenthal said there are four style profiles: trendy, preppy, full activewear and an essentials line. In every box, there are items that can create multiple outfits, and that mix and match. “It’s all very wearable and everything can be dressed up or dressed down,” said Blumenthal. She noted the clothes have to be “supercomfortable.” Sweatshirts are “supercozy,” the waistbands are lined, they eliminate as many tags as they can, and there are neon pop zipper linings in pants.
In addition to four deliveries a month, registered users can shop on the web site in between seasons for fill-ins and to buy more of the things they love.
Haim Dabah launched a similar business, Kidbox, this spring, but Blumenthal said his business was “multibranded” and not a personal e-commerce experience the way Rockets of Awesome is. She said designing and producing their own product enables them to capture their customer’s feedback and impact the products they produce for them; it also enables them to deliver the value back to the customer.
“I love building businesses. This is my third business,” said Blumenthal, who noted that before Cricket’s Club, she launched Rachel Leigh, an accessories firm, that sold such retailers as Intermix and Shopbop.
Blumenthal said she raised a seed round of funding from investors who are Forerunner Ventures, General Catalyst and Launch.