This e-commerce brand is growing as fast as the babies and toddlers it’s clothing
DALLAS -- Holiday greeting card photos are arriving in mailboxes and landing in frames on office desks with children wearing cute clothes purchased from one of Dallas’ fastest-growing e-commerce retailers.
Classic Whimsy, founded in Dallas in 2010 as Smocked Auctions, has fashioned a growth path. It’s officially changed its name to its longtime private label brand to better reflect the broader children’s wardrobe and accessories it’s all about now.
“We’ve always had styles outside of smocking and we thought the name Smocked Auctions was limiting us,” said Nicole Brewer, the company’s founder and president. The company started as many do: Brewer couldn’t find the adorable infant bubbles with the tiny tucks and embroidered stitched patterns in toddler sizes for her own children. (Her children are now in high school).
Classic Whimsy’s staff has doubled to 29 in five years and annual sales ― all direct to consumers from its Design District headquarters and warehouse — exceed $20 million.
About 70% to 80% of customers are repeat shoppers. New mothers shop the brand regularly for three to four years; grandmothers longer for the matching pajamas that go up to size 10 and are offered in adult sizes. Items in Easter-themed designs are arriving at the warehouse now as Christmas goods are being shipped to customers.
“Our signature collections of clothing help families celebrate life’s special moments in style,” Brewer said. “We ship to all 50 states and Canada every week.”
The name change is part of the company’s plan to continue its “strong, steady growth,” said Ross Mulford, 34, the company’s chief financial officer. He has an ownership stake and is a customer. Mulford and his...