Smallable now repositioning itself from the kids domain to become the first family department store, with a fashion and interiors offering for both the “little ones” and the “grown ups”.
WGSN’s Kidswear team were excited to meet Cécile Roederer yesterday, the Paris-based founder and CEO of Smallable – one of our favourite children’s online concept stores.
Cécile is a pioneer of the kids’ online boutique. She identified a gap in the market seven years ago, when she recognised that while many mothers love beautiful design, they were either too time-poor or too reluctant to take the kids out shopping for tasteful products. With a background in economics, management and marketing, Cécile devised the first online concept store to meet this demand. Smallable was launched in 2008 with a high-quality digital magazine running alongside it, showcasing products in an inspirational way that was unique to the market at that time.
“Although our largest markets are France, UK and America, there is growing interest from Asia – Korea in particular,” Roederer said. “In terms of inspiration for future brands, I am excited about what I’m seeing for kids’ fashion and lifestyle in the USA – the west coast in particular – as well as Australia. Sourcing those stylish difficult-to-find brands is at the heart of what we do.”
Since its launch, Smallable has been described as the Collette for kids. The company works with talented photographers such as Aurelie Lecuyer, Philippe Kerlo, Maria Lang and Denise Bovee, as well as experienced bloggers and stylists who help enrich the Smallable aesthetic.
This year sees further expansion for the company, with Smallable now repositioning itself from the kidswear domain to become the first family department store, with a fashion and interiors offering for both children and grown-ups, stocking more than 450 designer brands, including its own kids’ line, Hundred Pieces.