Corduroy Kid: Australian Mum at Home in Brooklyn Kids' Store
 |
Monica Willis, an Australian mum of two, now has two kids AND two kids’ stores growing in Brooklyn! With a background in fashion and props for TV and commercial advertising, she was inspired to open a children’s shop when she realized her comunity needed one. The Giggle Guide™ Retail Reality series asks Claire the hows, whens, whats and what-ifs that have made her Corduroy Kid stores a great place in the neighborhood.
When and how did you get started in children’s retail?
“Like a lot of fellow children’s retailers I had children and realized that my neighborhood lacked a great kids’ store. It all began in July 2006 when Corduroy Kid was born!
”
What was your background prior to this business?
“I have been working for the past 10 years as a Fashion and Prop Stylist for TV and Commercial Advertising. This has given me a lot of experience and confidence in spotting trends and buying a great selection of stock. It also explains why Corduroy Kid has such fantastic window displays.
”
What was the biggest challenge you faced when starting up?
“Learning about importing goods from Australia, buying so ahead of the season and learning how to balance cash flow.
”
What is one thing you would have done differently?
“A good business plan, and finding a mentor. I think I could have avoided a lot of the mistakes that I made in the first year of business
”
What do you feel are the three biggest keys to your success?
“
- Fantastic customer service and great sales assistants that really care about our customers and their kids, whilst being well informed about all our products.
- Providing a unique shopping experience as we work hard to offer unusual fun products at great prices.
- Becoming part of a community - we host a variety of events throughout the year that are always a fun way to give back to our customers
”
What types of marketing are most effective for your business?
“Most of our business is local, so we find the chalkboard out in front of the shop to be one of our most simple and powerful marketing tools. Secondly, we send out monthly -email blasts announcing new stock, events and sales.
”
How do you evaluate and choose new product lines to pick up?
“Quality, price, how they will merchandise in the store. Do they fit the vibe of Corduroy Kid, and lastly what we call the “ohhhhh” factor - does it make you stop and exclaim, “ohhhh!”“
”
Do “green” or eco-friendly concerns weigh into your business decisions, and if so, how?
“We try to buy as many sustainable, local, “green” products as we can as this is in keeping with my views on how to make a small difference in the way we consume. However, it’s getting incredibly difficult to avoid goods manufactured in China at the moment, which is very frustrating.
”
What is one trend you’re currently seeing with customers?
“Customers are really looking for value and versatility with their purchases. They are also really considering how they want to spend and consume, hence we are selling a lot more American Made products even though they may be slightly dearer.
”
How does your business make use of the Internet?
“Honestly pretty poorly! We could maximize our presence on the Internet but I really struggle with all things related to the computer!!
”
What is one change/addition that’s had a positive impact for your business in the last year?
“Opening our second location in Park Slope last September has really expanded our business in a positive way - enabling us to spread the joy of Corduroy Kid. We are also stocking a lot more value-priced toys and gifts, so we can really be a one stop shopping experience.
”
If you had one piece of advice for someone entering children’s retail today, what would it be?
“Spend the time researching the market and try and find a great mentor to guide you through the first 6 months.
After that – fasten your seatbelt as it’s a fun rollercoaster ride!”
About Corduroy Kid
I am a professional Fashion Stylist with 2 young kids who decided that our neighborhood needed a kids’ store, and so Corduroy Kid was born in the fall of 2006 in Prospect Heights, Brooklyn, NY.
Corduroy Kid is a children’s lifestyle boutique featuring a comprehensive collection of cool kids clothing (newborn to 7 years), modern home furnishings, toys, unusual gift items and plenty of quirky, other fun stuff.
As an Australian, I like to introduce and showcase some of my favorite Australian designers that are not readily available here.
My goal with Corduroy Kid is to bring my experience, as both a stylist and a mum, to other parents who I know are as pressed for time as I am. I offer a carefully edited selection of the plethora of children’s products on the market.
My hope is to continually offer the best items that kid’s love and remind us adults of the pure joy of being a kid.
If you are ever in the hood drop by, say hi and let the kids play for a bit.
Stay inspired.
Monica
TWO CORDUROY KID STORES IN BROOKLYN, NY
Corduroy Kid
Park Slope
231 5th Ave. 6
Brooklyn, NY
Corduroy Kid
Prospect Heights
13 Vanderbilt Ave.
Brooklyn, NY
718-622-4145
www.corduroykid.com
More To See
