MINI-MODE.COM ROLLS OUT CONTENT AND COMMERCE SITE: Don’t call a mommy blog. “It’s a shopping site,” said cofounder Maria Benetos. “A lot of ‘mom sites’ are tips – and we are about style. It’s for cool moms and what they put their kids in — and themselves.” Along with Colleen Crivello, who owns children’s line Chalk NYC, the two launched today — a Web site that’s half mom-themed editorial content and half shoppable items from Akid to Zara. “Everything goes back to shopping and product. There are some good kids’ shopping sites and good kids’ blogs, but not something that marries both,” Benetos said. Content upon launch includes interviews with Ballet Beautiful founder Mary Helen Bowers, Julia Restoin Roitfeld and blogger Chriselle Lim. Taking a cut of sales driven from their site through Reward Style’s affiliate program is one source of revenue, the two told WWD, but they will also introduce seasonal design collaborations to be sold on-site. The first hits in tandem with’s launch: a pair of unisex children’s sunglasses from Sons + Daughters that retail for $100 and come in gold and silver colorways.

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