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US babywear supplier Cutie Pie doubles office space
Apr '12
The New York-based Cutie Pie Baby Inc., supplier of clothing and accessories for newborns and infants, is increasing its office space as a part of its strategy to acquire more companies and brands, sign more licensing agreements and to hire more employees.

The company has signed a 10-year lease for 17,000 sq ft space on 33rd St., between Broadway and Fifth Avenue. The company will relocate its office at the new address, from its existing 9,000 sq ft office in the same building, in August this year.

Last year, the family-owned business acquired playwear brand Rugged Bear. This was followed by acquisition of Robar Inc. in January this year. Robar's clothing lines Babyworks and Mini Muffin are now part of Cutie Pie brands.

Cutie Pie already employs 33 people and is hiring more, which necessitated the 25-year-old firm to expand its office space.

The new office space would help Cutie Pie in achieving its mid- to long-term plans to hire more employees, sign more licensing deals and to buy more labels, Eli Yedid, President of Cutie Pie, said.

The company sells its brands at Amazon.com, Babies “R” Us, Beall's, Bed Bath and Beyond, Boscov's, Burlington Coat Factory, Buy Buy Baby, Century 21, Macys.com, Nordstrom, Peebles, Stage Stores, Steinmart, Von Maur and Zulily.com.

In 2011, while the sales of womenswear in the US increased by 3 percent, children's apparel sales grew by 6 percent to US$ 32.8 billion. This shows that even in times of economic difficulties, people do not cut back spending on apparels for their children.

Also, children need more clothing items in a year compared to adults as they constantly grow. Cutie Pie hopes to benefit by catering to such demand.

Fibre2fashion News Desk - India

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