The women’s contemporary line just launched for spring its first kids collection. Designer Gillian Rose Kern, who recently gave birth, had a clear vision of how she wanted to dress her daughter and wasn’t finding what she wanted on the market.
The inaugural collection, totaling about 40 stockkeeping units, starts at $34 for bloomers and sun hats and goes up to $86 for specialty toddler dresses. Sizing ranges from newborn to 8T. The line is made in Los Angeles, with some of the styles comprised of organic cotton jersey and adorned with hand-drawn designs printed using water-based dyes.
“We wanted the spring collection to feel like a tea party,” Kern said, pointing to the polka dot and lemon prints.
Kern and Laura Hall founded For Love & Lemons, creating their first collection in 2008, and have since expanded the brand to include a full line ranging from swimwear and lingerie to dresses, tops and coats.
Some of the Lil’ Lemons prints are pulled from the For Love & Lemons women’s line with the patterns scaled down to size so there’s the option of creating mommy-and-me matching outfits, Kern said.
While many of the pieces are aimed mostly at girls, the line will continue to expand the boys’ offering in seasons moving forward.
Future kids collections will be released on the same calendar as the women’s wear, timed with the seasons.
The line will be in about 30 stores, mostly specialty boutiques and the site diapers.com. On Feb. 20, the company launches Lil’ Lemons’ own web site.
With the margins and retail price points lower than that of the women’s ready-to-wear, revenue from the kids’ line won’t necessarily eclipse the existing business. However, the two see it growing to as much as 25 percent of overall sales.