Heather Muenstermann of Green Genes in Chicago, IL

When Heather Muenstermann and Christina Isperduli opened Green Genes in Chicago’s Andersonville neighborhood in March 2008, they had a single goal. “We just wanted to be a one-stop shop for the smaller eco-friendly things one might need as much as we could,” Muenstermann says. The 1,000-square-foot store carries organic clothing, toys and accessories for babies, kids and parents. Even the physical space is eco-friendly: The floors and front counter are made from bamboo, all packaging and giftwrap is crafted from recyclable and biodegradable materials and Green Genes uses antique furniture and fixtures throughout the store.

—Samantha Sciarrotta

Best brands for baby?
Our hottest seller right now is Mini Rodini. We were one of the first to carry them back in 2009 when nobody had it, and now it’s everywhere. Indikidual has been doing really well for us, too. It was really a runaway hit. Aarrekid and Winter Water Factory are all great. They all share a common thread, which is allover prints. Our customers love that.

What are some top sellers for girls?
We’ve brought in Anive for the Minors, a Swedish brand that does great stuff for boys and girls. They’re our girliest brand, but we sell a lot of gender-neutral stuff. Shampoodle, Winter Water Factory and Maxomorra are great, too.

How about boys?
We have done really well with Mini & Maximus, as well as Indikidual, Winter Water Factory and Moi. Mini Rodini is successful throughout the store—just pick an age group.

Do you sell baby gear?
As far as gear goes, it’s smaller things. We were one of the early ones to carry LifeFactory glass bottles. We sell natural leather pacifiers, Sophie the Giraffe and carriers. Erbaviva bath and body products are also popular for moms and babies. The majority of their stuff is USDA-certified organic. They produce shampoo, baby wash, baby oil, sunscreen—everything. My son and I love it.

What kind of toys do you sell?
Our Sophie the Giraffe and Apple Park teethers have a wide mass appeal. We sell Green Toys and Tigu blocks. Uncle Goose blocks are great because they come in almost any language. Stockmar is a German company with beautiful beeswax coloring blocks and sticks, like crayons. I also made a line of toys called Sweater Dude & Friends. I upcycle and repurpose sweaters to make soft toys and dolls for boys and girls.

How have spring sales been?
We’re doing well after an abysmal winter. Spring has definitely picked up nicely. We’re way up on the year, which is great. Something that’s helped is Instagram. I’ve used it for my personal photos for years, but I never realized how many people shop with it. It’s the craziest new marketing tool.

What’s the biggest challenge that comes with running the store?
Knowing what to order, how much and when. Sometimes we do great with a product, but other times, it fails. Tied into that is keeping a balance between practical gear, clothing and gifty items. It’s all about balancing our inventory.