Bundle: A New Arrival in NYC
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The Giggle Guide™ “Retail Reality” series features a new arrival, Bundle in NYC, that celebrates its one-year anniversary in November, 2009. Owner Allison MacCullough shares how she went from Wall Street to children’s retailing, banking on a new business opportunity that was more in line with her true passion. Allison is a great example of someone who took a “risk” to follow her dream by “doing what she loves!” It turned out to be a business philosophy she can now bank on!
How did you get started in children’s retail?
“I live nearby Soho and love shopping in the neighborhood, but I found it really frustrating that there wasn’t a reasonably priced store for stylish children’s clothing in the area. I either had to shop at Baby Gap — which is perfectly fine, but not very unique — or spend way more money than I wanted to at one of the baby couture shops. I saw a real opportunity to bring to my favorite neighborhood, some amazing, moderately-priced children’s lines that can’t be found nearby. I also, of course, love kids and love clothes, so it is a dream come true to be surrounded by both all day!
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What was your background prior to this business?
“I worked on Wall Street. I enjoyed it and met a ton of really smart, interesting people, many of whom are still my close friends, but it was never my passion. I always wanted to have my own boutique and I lived vicariously through friends who had their own. When things started going downhill at the bank I was working for, I started to really evaluate what I wanted to do with my career. I saw an opportunity in my neighborhood and decided to go for it.
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What was the biggest challenge you faced when starting up?
“Definitely finding the right space. Location is EVERYTHING in New York. I knew I wanted to be in Soho or the West Village, but the neighborhoods are expensive and unfortunately, with the charm of all the old buildings comes a lot of spaces that need major renovations. The first time I visited our space on Thompson Street, I fell in love. It was a beautiful block, a perfect-sized space, and was a women’s clothing boutique at the time, so it was in good shape. One of my best friends, Jenny Vorhoff, is an interior designer with Studio Riga and immediately she was able to envision how to turn the glam women’s store into a whimsical children’s boutique. She did an amazing job — everyone who enters the store says how beautiful it is!
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What is one thing you would have done differently?
“You can do all the research in the world, but until you are actually in business, doors open, you don’t really know what your customers are going to buy. I am proud that I selected a product mix from the start that was well received, but I underestimated how many people would be buying baby sizes versus how many would be buying toddler sizes. I’ve since adjusted my purchasing, so I now order more infant sizes.
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What do you feel are the three biggest keys to your success?
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- Consistently having great products that are different from what my competitors carry.
- Always providing impeccable customer service.
- Making it easy for people to shop with us. We have a concierge service for people that can’t make it to the store to pick something out themselves, but want to send a thoughtful gift. We also have a chalkboard, toys, and books to help entertain children while their parents shop.
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As long as people love our products, our staff, and enjoy shopping with us, we’re all set!
What types of marketing are most effective for your business?
“Word-of-mouth is surely the most effective, but it takes time. Nothing is more powerful than a customer telling others good things about our store. We also ask people to write reviews on Yelp, Citysearch, NY Mag, and all the sites people look to when searching for someone. Having listings on those sites has worked very well. We have also had success with our flyers. We distribute them in nearby places that parents and grandparents hang out.
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How do you evaluate and choose new product lines to pick up?
“I have three primary considerations: the style and uniqueness of the piece, its softness, and its price. People are drawn to a product by the way it looks, first and foremost, so this is most important. I am drawn to products that have great color or a fun print, have interesting details, and look special. When people come to my store, they want something special, so that’s what I am thinking about when I am evaluating a new line. If I like the way something looks, then I evaluate its feel, since that will ultimately determine whether the little one is comfortable and likes wearing it. If it’s gorgeous, but even the slightest bit stiff or looks difficult to put on, it’s out. Lastly is the price. While we sell only really special, unique, clothing, we try to keep our prices reasonable. I get so excited when I find a special line that’s priced really well – I want people to be able to afford really cool clothes for their kids.
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Do “green” or eco-friendly concerns weigh into your business decisions?
“It is important to me personally and it is important to my customers so I certainly consider it. We use as little plastic as possible, only paper bags, for example, and we recycle. We also carry several green, organic products, from clothing to diaper balm and lotion. Feather Baby, one of our favorites, uses environmentally safe fabric dyes as well. Hopefully they’re starting a trend!
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What is one trend you’re currently seeing with customers?
“Parents are buying boy pieces for girls and even some girl pieces for boys. People are not afraid to put there little baby girls in pale blue, especially when paired with something feminine. What’s even more surprising – and I love it – is that people are also buying purple for boys. Again, pairing whatever it is with something very boyish completes the look, but I love seeing people mix it up!
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How does your business make use of the Internet?
“We sell our products on our Web site, www.bundlenyc.com, track traffic to our site through Google Analytics, analyze trends in on-line searching through Google Keywords, and also advertise on-line and encourage our customers to write reviews on sites like NY Mag, Citysearch, Yelp, etc., which all help customers find us.
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What is one change/addition that’s had a positive impact for your business in the last year?
“Everything is new to me since we’ve only been in business for eight months, but one of the most significant new developments is our concierge service. It really appeals to busy New Yorkers.
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If you had one piece of advice for someone entering children’s retail today, what would it be?
“Don’t underestimate the importance of a good marketing plan (and a marketing budget). You can have the most amazing store in the world, but if no one knows about it, you’re not going to get very far.
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About Bundle
Bundle is New York’s newest and most stylish children’s boutique. Located in Soho, the city’s most fashion‐forward neighborhood, this charming store offers a collection of clothing and gifts for children from newborn through age six. Bundle’s owner, Allison MacCullough, decided to open Bundle after finding first‐hand that no one offered stylish children’s clothing at a reasonable price. Since its opening in November 2008, Bundle has become a favorite for neighbors, celebrities, and tourists.
Interior Designer Jenny Vorhoff of Studio Riga transformed what is now Bundle from a tee-shirt shop into a whimsical place where both adults and children can feel comfortable. A wicker elephant houses toys and books to help entertain little ones while their parents shop. Bundle’s shelves are adorned with beautiful gifts like Elegant Baby’s ceramic piggy banks, Baby Laundry’s Marrakesh printed blankets, and Jellycat stuffed animals. Hanging on its racks you’ll find Angel Dear one-pieces, Little Ella dresses, boy’s button downs by Ciao Marco, and stylish every‐day clothing by Splendid and Tea Collection. Brand new labels like vintage‐inspired Acoustic and special occasion line Velvet & Tweed are among the most popular brands at the store, as they are currently available at only a very select number of shops across the country.
Bundle
128 Thompson Street
New York, NY 10012
(212) 982-9465
www.bundlenyc.com
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