High end infant apparel line with 17 fall designs by Butterbaby
14 Dec '06
2 min read
Butterbaby Infant Apparel announced its official west coast launch, with the unveiling of 17 fall designs. The whimsical and trendy tees and one-pieces, sized for newborn up to 18 months, have been an open secret in the Bay Area, with moms buying them up via a grassroots network based on word of mouth. Butterbaby's quality styling and fabrics make them comparable to high-end designs retailinlig at substantially higher prices.
"Today's parents want hip designs for their kids," says Butterbaby president and single mom Lindsay King. "But to spend $40, $50, sometimes $80 for a single infant onesie solely because the design is high-end, it's a misplaced expenditure. Design should not dictate price. Besides, it won't even fit in a few months."
Lindsay saw a niche for affordable, high-quality styling. "Some boutique lines are a little too goth for teeny babies and others have a cookie-cutter sensibility. I wanted to blend current trends with the cuddliness of a buttery newborn. Once an infant wears Butterbaby, that child is 'butterized.' There are a lot of butterized kids in the Bay Area."
Butterbaby apparel, sold in Bay Area stores, focuses on bold graphics that are baby-friendly with a retro edge. All are 100% soft cotton and all are manufactured in the U.S. in a sweatshop-free facility.
Butterbaby was established in early 2006 by President Lindsay King, who left a career in marketing and graphic design to create her own infant line. The company began slowly with sales generated from her daughters' network of local schools, sports clubs and charities. Glowing word of mouth and consistent sell-outs led to a larger game plan.
With the exploding growth of "preschool and younger" apparel (sales expected to hit $18 billion by 2007 says "The U.S. Market for Infant, Toddler, and Preschool Clothing, Vol. I."), it's a field ripe with opportunity, and Butterbaby has quietly generated a posse of believers.