NEW YORK — Maisonette.com, an e-commerce site for baby and children’s fashion, has launched this week. Co-founded by Vogue Magazine alums and entrepreneurs Sylvana Durrett and Luisana Mendoza-Roccia, Maisonette brings together a curated selection of the most stylish children’s brands and boutiques from around the world into one convenient shopping destination featuring apparel, accessories, furniture, and home decor.
Both Durrett and Mendoza-Roccia previously served as Executive Assistants to Vogue Editor Anna Wintour.
Maisonette has raised $2.775 million in seed round investment from strategic partners. Participating in the round are NEA, a venture capital firm with investments in Jet.com and Moda Operandi, and Thrive Partners, an early investor in Warby Parker and Harry’s. Private investors include Silas Chou, an early investor in Michael Kors, as well as Andrew Rosen, Marcus Wainwright & Glenna Neece, Vivi Nevo, and Jonathan & Lizzie Tisch.
Over the past five years, growth in the $300 billion childrens wear market has outpaced all other apparel markets, resulting in a fragmented landscape of thousands of brands and independent boutiques impossible for the average consumer to navigate. Maisonette will be the definitive shopping and editorial destination for childrenswear and accessories by aggregating this fragmented supplier base into one, seamless shopping destination.
Maisonette is an online marketplace featuring a curated assortment of products for children ages 0-12 from a global network of over 40 stylish boutiques and 125 brands. The site aggregates the world’s coolest and hard-to-find kids’ boutiques onto one retail platform with a centralized checkout process. This enables customers to shop from Yoya in New York City, Arcade in Nashville, and Bobo Choses in Spain with single check out and streamlined shipping. In addition to bringing the world’s shops to your desktop or mobile, Maisonette also sells select exclusive brands direct to consumer, such as Bonpoint, Stella McCartney and Oeuf. All product is presented through the lens of original editorial content featuring interviews, photo shoots and curated lists from tastemakers and celebrities.
“We were inspired to launch Maisonette because of the frustration we felt when we tried to shop online for stylish, well-made products for our kids,” said Chief Executive Officer and Co-Founder Sylvana Durrett. “The children’s industry is more fragmented than any other and there is no central authority in the space. Our aim is to make Maisonette that authority, and provide unprecedented access to the best children’s brands and boutiques in the world.”
“As former editors it is important to us to not only provide a compelling marketplace, but also to provide inspiration,” added Chief Creative Officer and Co-Founder Luisana Mendoza-Roccia. “Maisonette connects customers to the world’s most special and unique children’s products while offering editorial content that provides an insider’s guide to trends, new brands, and tips from tastemakers. It’s the ultimate online destination for all things children and baby.”