Mish Mish and Baby Steps

Twenty-five years ago, two sisters Vivian Reisman and Rita Lerner gave birth to first kids at the same time. When they brought home their bundles of joy, they noticed that most of the layette and infant items were made out of synthetic fabrics. This was not acceptable, as they wanted 100% cotton next to their babies’ skin. Hence, they created Baby Steps, a cottage industry that they have since nurtured into a steadily growing kids clothing company.
“We first set out to find the softest 100% cotton that would hold up to our endless washer and dryer tests,” says Vivian. Then they began designing a collection of functional and fashionable infant and toddler basics featuring sophisticated mix and match prints. “The baby boomers were educated consumers and spared no expense for their kids,” continues Ms. Reisman. “We designed things that we loved and also realized that there was a void in the market,” Rita adds. “The timing was right for real moms to impact the kids industry.” With a small investment and the confidence that they were onto something, they launched their first season to a resounding success.

The company is currently experiencing another growth spurt with the addition of Mish Mish, a ready-to-wear collection that the sisters discovered while traveling abroad. The fashion forward collection offers a wide range of styles for boys and girls in sizes infant to teen. “Today’s mothers want their kids to look stylish not trendy,” says Vivian. “Mish Mish is a fresh, new brand that evokes a lifestyle—European styling, great colors, cool details at a reasonable price point.” Vivian and Rita have proven once again that they have their finger on the pulse of what mothers want for their kids. They have tapped into the current market, which is the baby boomers’ babies who are having babies.