Maisonette推出Neon Rebels拓展7-14岁童装市场

Thank you. It's great to be here. It's great to have you here. You guys have been doing this since 2017. Um, tell us, first of all, before we get into the news and the announcement and the launch. Um, tell us about the retail sector. I know you've got kind of a unique also perhaps, um, or demographic in terms of buyers, but tell us what you guys have been seeing. Yeah. So I think thus far, 2026 has been a really strong year for retail and rebounding from some historically tougher years.

I think maisonette, we launched in 2017. We've been around for a long time, and we are a marketplace for those who don't know for all things children, apparel, accessories, toys, home gear. And historically, we've really served at a 0 to 6 age range. Um, and what we've seen is a very strong appetite from our customers for that older kids segment, ages 7 to 14. And so what we've announced this week is a new marketplace that will live also on maisonette.com called Neon Rebels to serve that demographic which is hard in the retail space because it's super competitive.

It's competitive, fickle, and kids are fickle. At that age, you really see them growing out of wanting to be dressed by their parents and wanting to start to exert some independence and autonomy and really have a say over their style, whether it's what they wear to school or what they have in their bedroom. And so the marketplace that we're creating is really meant to serve that customer with this coat shopping in mind, because at the end of the day, the parent is still the one spending the money and, you know, getting out their credit card.

And they want to make sure that their kid is actually going to wear, and it's not just going to sit in a closet. And so that's um, we've tried to take that work out of parents. So we have 100 brands on Neon Rebels, everything from apparel, accessories, beauty, which is very hard to shop for in that age range, home electronics, um, to really cater to that market and take the work out of what parents go through, which is typically having, you know, 20 tabs open on your screen.

And so we're curating that for them. Okay, so who's using the website then? It's the go logging on or it's both. Both. Yes. I think teens at that age, you know when you start to hit eight. Plus they know what they want and they want to have a say. And so we've created an experience where they can shop and a brand that feels on brand for them. And that was important to us because amazing at our core business, um, has typically catered to 0 to 6.

Um why now? Well, what's been interesting for us is so we launched in in 2017. And so we've been around for nine years and we started to see, you know, over 20% of our customers have kids over the age of seven. The tween market for us has grown 30% over the past several years. And so that demand was really organic to our customer base. And I think when you look in the market, you know, the children's global market is a $225 billion business aged ten plus is the fastest growing within that segment.

And so there's a huge market opportunity. And I have it on my own. Yeah I won My one daughter is now 23. But I feel you. Yeah, you've been through it. Yeah. But anyway. Go ahead. Um. And so. Yeah. And I think, you know, most of our customers are millennials who when we were kids, there was a Delias catalog, there was limited to. And there was this nostalgia, I think, for the millennial parent who wants to have that for her kids, but that doesn't really exist.

And that's what Neon Robles is solving. What tell us about the beauty segment and how is that specifically driving growth? Because I think some people hear beauty and they think, uh, you know, sector that's more for an adult. Yeah, I think I think with social media, younger girls want to start experimenting, but they don't know how. You know, they see YouTube videos, etc. and parents don't really need to contour, you know, and parents don't want to spend time looking at ingredients of what's in a product.

And so we've also taken that work away from parents having to do it themselves. So we have yesterday we have JB scrub. We have these brands that are completely geared towards that demographic, that don't have the ingredients, that you wouldn't want a ten year old putting on their face. You know, it's interesting. We had, um, uh, someone I work with, her nine year old daughter was in recently, and I said to her, and she's beautiful and gorgeous skin and just, you know, charming is eight, nine year olds can be.

And I'm like, do you wanna go to the makeup room? And she's like, yes. Yeah. And didn't hesitate was. And she was just lovely and fun and I think, I think they did even put enough on because she was have it, you know. But it was just so much fun. I am curious though, about the role of social media, because I saw my daughter transition from where I would be involved and we'd do things and stuff to all of a sudden she's like, mom, it's here.

I've never heard of the brand and that's what I want. So I'm just curious, like, how do you kind of incorporate that in and keep that as a part of it? Yeah. It's interesting how this demographic discovers brands and trends, and we spent a lot of time as a team talking about that from a marketing perspective, because it is sensitive for that demographic. And I think our point of view, especially as a company, we have so many employees who are our parents, we very intentionally said we don't want to market to that age range on social media.

And so we're going to use catalogs. We're going to have in-person events for them where they can do arts and crafts and do more tactile things so that we're not not teenagers. Right. It's it's both a 14 is is sort of the age range that we're going up to. Okay. Um, and so of course, there's on the legal sensitivities as well of how you can market to that age range. Yeah. Um, so we will of course, market to parents and, you know, the millennial parent on social media, which is a big part of our marketing strategy.

But for the child themself, I think creating us as a more analog brand for them to discover the hundred different brands will have on our platform is really important. So you said catalog, you have a physical catalog too. We will have a physical holiday catalog. Um, because I'm overwhelmed. I get on a website and it's just like, there's too much, there's too many categories. And how do I I'm like, just filter it for me.

Like, I really and kids love to flip through that and tag pages and circle items that they want. The holidays are a huge time for us. So yeah, Halloween for that younger age. Segment 0 to 6. Um, it's other cast with costumes. Um, and then into holiday as well. So we'll have a catalog to capture all of that really cool stuff. So supply chains and tariffs. It's not things that do you worry too much about in terms of pricing just real quickly.

Well, you know, the great thing about a marketplace is we can shift into things. And so our international business, which is an important piece of our business, they are facing more headwinds than the domestic business because of tariffs and margin compression and pricing. And so we've seen deceleration in that segment. And so we've pushed into the domestic market with those vendors a little bit. So it's something that I think all retail businesses are seeing.

But luckily as a marketplace we can address it in the right way. Um, it's great to win costume of the year. Um. We'll see. We've just launched our Halloween shop yesterday, so to check it out, come check it out. I love Halloween. Halloween is so much fun, especially when you've got a little one and you get to like, yeah, it's so much.