With a vision and a desire to fill a not-so-typical kids’ store-sized void in Nashville, TN, Maggie Kleinheksel opened up Tweed Baby Outfitters in April 2010. After planning for five years, her “magical-meets-modern” children’s store was finally a reality. “Our customers describe Tweed as an ‘Anthropologie for babies,’” she says. The gamut of shoppers – […]
With a vision and a desire to fill a not-so-typical kids’ store-sized void in Nashville, TN, Maggie Kleinheksel opened up Tweed Baby Outfitters in April 2010. After planning for five years, her “magical-meets-modern” children’s store was finally a reality. “Our customers describe Tweed as an ‘Anthropologie for babies,'” she says. The gamut of shoppers – from grandparents to a millennial mom’s best friend – comes in and out of the store on a regular basis, she continues. “Tweed’s old-fashioned service makes our shop a go-to for one-of-a-kind gifts and baby shower presents.” And it’s not just about gifts and apparel. The shop also holds in-store events like book readings and prop sales, where Tweed sells off its merchandising items and vintage wares like ladders, pendants and trunks. – Samantha Sciarrotta
What are your bestselling brands for baby? Running strong for four years has been Aden+Anais‘ never ending line of products: swaddles, burpy bibs and sleep sacks are all great gifts for a new mom that will be well received and used every day. As for trending brands, we try to stay somewhere between trendy and what our customers are actually requesting and buying. Petit Bateau does well for our quality conscious customers, but most of our moms and dads want an outfit that holds a “you’ll never find out this brand name” look. We cater to a “one-of-a-kind” crowd…brand recognition is more of a miss than a hit in our shop.
What are your bestselling styles and brands for girls’ apparel? Nununu proves keeping it simple is the way to go; the same star print and styles are snatched up season after season. Dress sets and bubbles are great sellers during spring and summer.
How about boys’ apparel? Tees and well-made, adjustable-waist pants are our customers’ favorites for the boys. A local favorite is DCXV Clothing, which designs and screen prints Nashville slogans. Winter Water Factory has a good following and Toobydoo is a popular gift line.
Do you sell any baby gear? We tend to steer clear of baby gear beyond smaller shower registry items such as Ergo carriers. We recently tried bringing in a mini crib brand, but the lack or interest was expected given most of our customers hit Giggle or Amazon for the big ticket registry items.
How about toys? I have a little one of my own and four nephews, so I know the last thing parents want are more toys strewn around the house. Instead, Tweed is stocked with books–and lots of ’em!
What has been the best new brand added to your store’s mix in the past year? My favorite, Noch Design. Organic and made in the USA…win-win, I’m sold.
What are you bestselling accessories? Giddy Giddy hair clips and Harper&Eden, a locally made hair accessory line. Tweed does well with Peppercorn Kids because of their cute designs and affordable prices.
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