The new platform.

What does online women’s boutique aggregator Shoptiques do for an encore after entering the maternity market in March? Target kids.

Shoptiques’ newest baby called became available today, and the site — which targets kids up to age 14 — carries a wide range of baby products, toys, apparel and personalized gift options for grandparents. There’s also a “Mommy & Me” grouping where curated apparel options show similar styling patterns for both mom and child.

The site launched with 400 global boutiques and offers both lower-priced accessories options, such as $9 for a pair of socks, to higher-priced apparel items, such as an Oscar de la Renta evening dress for $500. Other brands include Dolce & Gabanna and emerging firms such as Rylee & Cru and Purebaby, a fan fave of actress Miranda Kerr and her son Flynn.

Shoptiques founder and chief executive officer Olga Vidisheva said she’s been receiving inquiries from customers wanting to know if there is a similar platform for kids. The site had offered a small selection of kids’ products on its platform, but that was mostly for gift giving.

“There is a white space for [being able to] get something unique from London, and have it not cost a lot of money. Our Millennial customers are growing up and they are having children. They e-mail us asking ‘Do you sell kids?’” Vidisheva said.

Shoptiques, which launched in 2011, counts as investors Andreessen Horowitz and Greylock partners. The company shares a percentage of sales with the boutique owner. Another investor and mentor is Pauline Brown, the former chairman of LMVH Inc., LVMH Moët Hennessy Louis Vuitton’s North American arm, and a former managing director of The Carlyle Group. Brown, who has her own talk show on Sirius XM — its Business Radio operation — helped with the design of the Shopkids site.

“My big focus these days is on aesthetics, and the power of aesthetics to create a relationship with the consumer,” Brown said, noting that designing for “appeal, trust and a sense of modernity” is much more important when trying to create a virtual relationship than one that’s grounded in the brick-and-mortar world.

The original Shoptiques platform has more than 5,000 boutiques on the site. For every 10 applications that are submitted, about 80 percent are rejected. Vidisheva said she doesn’t plan on adding more boutiques on the kids site beyond the 400 that’s there now: “I want to make sure the store has the right product. The site is highly curated because moms don’t really have time, or can afford hours, to search for product.”

Looks from  Courtesy Photo

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