Appaman for Target: Trendy baby clothes on the cheap
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Target has just debuted a new line of baby clothes designed by the high-end kid’s clothing company Appaman. Now trendy parents with a baby up to 9 months old can pay $6.99 for a onesie featuring Appaman’s trademark ape face rather than the close to $20 a similar looking onesie usually costs at the baby boutiques.
The Appaman line is just the latest in a series of collaborations that Target has done with designers of baby clothes and gear. Dwell has had cute clothes, bibs and bedding options at the superstore for a while, and the little kids section is filled with Paul Frank tees, bathing suits and underwear.
Last year Aden and Anais, maker of the ubiquitous gauzy muslin blankets in sweet modern patterns, worked with the store to create a line of blankets that retail for $32 for a four-pack. Not a bad deal considering that a four-pack of their blankets retails at baby boutiques for as much as $50. Before you freak out, (as I almost did), the Target blankets are of a lesser quality muslin and are also significantly smaller than the brand’s other blankets.
In the past year Target has also collaborated with Splendid Littles, the baby division of the Splendid clothing company; luxury diaper bag maker Petunia Pickle Bottom and Petite Tresor, a boutique baby shop in Los Angeles, to bring high end baby design to the masses. A collaboration with Calypso St. Barth, which includes women’s clothes, housewares and some toddler outfits, is coming soon.
The Appaman collection will be available through June 19 and 10% of sales will go to Jessica Seinfeld’s charity Baby Buggy.
-- Deborah Netburn