Maisonette: Building a Curated Shopping Destination for Families

Founded four years ago and based in New York, Maisonette initially set out to establish itself as a comprehensive, carefully selected resource for families with young children.

Significant Growth and Revenue Increase

The company’s strategy appears to be yielding positive results. Maisonette reports a doubling of its customer base and a tripling of revenue over the past year.

Despite potential challenges posed by the COVID-19 pandemic – a temporary slowdown in sales of children’s dress-up attire was observed – sales of DIY and STEM-focused toys experienced a remarkable surge of 1,400%.

Navigating a Competitive Landscape

While specific sales figures remain confidential, Maisonette’s expansion is noteworthy, especially considering the continued dominance of Amazon, which became a leading apparel retailer around the close of 2018.

A key factor in Maisonette’s success is the level of trust it has cultivated with consumers. Customers perceive its offerings as high-quality yet accessible, particularly when contrasted with luxury brands like Gucci and Burberry that are also increasingly targeting the children’s market.

Focus on Independent Brands and Unique Products

The 75-person company boasts a merchandising team dedicated to collaborating with independent brands and sourcing items that are difficult to find through other retailers.

The Maison Me Apparel Line

Approximately 30 months ago, Maisonette launched its own apparel line, Maison Me. This line focuses on “elevated basics” offered at a more affordable price point and is manufactured in China. The company notes strong repeat purchases as children outgrow or wear out the items.

Founders with a Fashion Background

Maisonette’s founders, Sylvana Ward Durrett and Luisana Mendoza de Roccia, bring significant experience from the fashion world. They initially met at Vogue magazine, where Durrett spent 15 years, starting directly after graduating from Princeton and eventually becoming the director of events.

Roccia joined Vogue in 2003, also immediately after graduating from Georgetown, and later served as the magazine’s accessories editor before departing in 2008.

Support from Industry Leaders

The founders have garnered support from influential figures, including Anna Wintour, their former supervisor at Vogue. They also benefit from the guidance of NEA investor Tony Florence, known for his expertise in e-commerce and previous investments in companies like Jet, Goop, and Casper.

Recent Funding and Investment

Maisonette has secured investments from NEA, Thrive Capital, and G Squared, with G Squared recently leading a $30 million funding round, bringing the company’s total funding to $50 million.

Marissa Mayer’s Involvement

Marissa Mayer, formerly Google’s first female engineer and a prominent executive, has been a long-time friend of Durrett, dating back to 2009. She even named one of her twin daughters Sylvana in Durrett’s honor. Mayer currently serves on Maisonette’s board of directors, contributing her expertise in data strategy.

Leveraging Data and Customer Life Stages

Mayer emphasizes the value of capturing customers during specific life stages. “Capturing people at a particular life stage is incredibly helpful for data and e-commerce,” she explains. “Similar to wedding registries, tracking children’s ages allows retailers to anticipate future needs.”

Predictable Supply Chain and Inventory Management

According to Mayer, a predictable supply chain and insightful understanding of customer life stages are crucial for effective inventory selection and meeting consumer demand, ultimately contributing to Maisonette’s profitability.

Strong Customer Retention and Engagement

Maisonette’s strategies are demonstrably effective. Roccia reports that over half of the company’s sales last year came from repeat customers. The company also maintains a substantial audience of over 800,000 individuals through email and social media channels, supplemented by engaging content on its website.

Asset-Lite Business Model

Unlike some e-commerce companies, Maisonette operates with a relatively low asset base. While it has experimented with pop-up stores and considered larger retail spaces (plans currently paused), the company does not maintain its own warehouses. Products are shipped directly to customers from the retailers featured on its platform.

A Large and Expanding Market

Maisonette is positioned within a substantial and growing market. The U.S. children’s apparel market is estimated at $34 billion, while the global children’s market reaches $630 billion. Currently focused on U.S. customers, Maisonette intends to utilize its new funding to expand into international markets.

Roccia, who has been based in Milan with her family during the pandemic, notes the increased demand for home décor as parents adapt to remote work and virtual schooling.

Current Trends in Children’s Fashion

Roccia highlights the continued popularity of “mommy-and-me” clothing pairings, which have gained significant traction in recent years, starting with holiday pajamas and expanding to swimwear and casual wear.

Durrett adds that certain playful themes are consistently popular. “Llamas are big,” she shares. “We sell a llama music player that we’ve had to restock multiple times.” She also notes the enduring appeal of “rainbows and unicorns – as cliché as it sounds, we literally can’t keep them in stock.”

“Unicorns,” she concludes, “are a thing.”