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Children Apparel Market Rockets of Awesome launched

Update On :27 July 2016

Children Apparel Market Rockets of Awesome launched

A new children’s clothing brand called Rockets of Awesome launched today, bringing some of the trimmings that we’re more used to seeing in adult fashion, such as seasonal delivery and data-driven curation, to the kids’ market.

The founder is a familiar face in the New York City entrepreneurial scene: Rachel Blumenthal, who launched Cricket’s Circle, an e-commerce and review site that helps expecting and new parents choose baby items. She is shutting down Cricket’s Circle to shift her focus to Rockets of Awesome, says Blumenthal, who will focus on a wider range of children with the new company, taking on a $150 billion global children’s apparel market.

Blumenthal said in a phone interview with New York Business Journal. One thing that came up again and again went beyond the baby years, and into the issue of shopping for children’s apparel for boys and girls sizes 2-14. This, she found, was more of a pressing and lingering problem for parents as their children grow up.

“Kids outgrow their clothes every two to three months, and shopping became a second job for parents,” said Blumenthal. “The consistency and the frequency that they had to shop was an issue, and they had to sacrifice between value and style.”

To solve this, Blumenthal is borrowing a page from Warby Parker and created a vertically integrated platform where the company manufactures and sells the clothing direct online. Shoppers receive a box filled with 12 items ranging in price from $12 to $46 with the average about $20. They keep what they want and return what they don’t.

“What that means is being able to deliver a personal shopping service, with our own vertical in-house brand,” Blumenthal said. The brand’s senior vice president of design and merchandising is Zia Taylor, whose 20 years of experience in children’s fashion includes leading teams at Gap Kids, Baby Gap, Oshkosh B’gosh, JCPenney, and 77kids by American Eagle.

To personalize the service, the company says it is pioneering “dynamic retail” by offering a “highly curated delivery” box of season-specific outfits, with delivery taking place four times annually. The choices will be based upon a combination of customer behavior data that reflects past purchases, plus an assessment of children’s preferences, based on a style quiz. With each delivery, the selections become more accurate.

Blumenthal acknowledges some parallels to StitchFix, a similar service for women, but says that Rockets of Awesome is different in a few ways. For one, there are no membership fees. Secondly, there’s an ecommerce experience that allows shoppers to order the same items they decide to keep in different colors.

Simultaneous with the launch, Rockets of Awesome is announcing that it has raised a $7 million seed round, with participation from LAUNCH, Forerunner Ventures out of San Francisco, as well as General Catalyst Partners, based in Cambridge, Massachusetts.

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