Fit for a Kid : * Children’s apparel store seeks to keep the markup down on clothes from Europe, Canada and the United States.
Gloom and doom seem to prevail among local retailers these days. Many are just hanging on and praying for an upturn in the economy. So it was refreshing when speaking with Steve Miller, owner of a children’s apparel store, For Kids Only, to hear these beautiful words: “Business has never been better.” Obviously, to achieve this glorious state, Miller is delivering what the consumer wants--quality at a good price.
The operating formula at For Kids Only is to buy the best merchandise at the lowest possible prices (paying cash helps achieve this) and keep the markup low. Basically, the prices here reflect a discount of 40% to 60% below retail.
To do this, Miller buys excess inventories from American and European manufacturers. About 40% of his purchases are made in Europe, chiefly France and Italy; the other 60% is made up of children’s apparel from boutique manufacturers in the United States and Canada.
Upscale shoppers already know many of the labels selling here and will recognize more when they visit the store. However, were I to divulge many of the labels available at For Kids Only at discounted prices, the relationship between Miller and his sources could be jeopardized. So you won’t read them here.
All areas of children’s apparel are covered, including socks, shoes, casual and special-occasion clothes, for infants to preteens. Dress clothes for the preteen crowd are a particular blessing for parents. Since these are seldom worn, who wants to spend the price a quality garment runs? At For Kids Only, a beautifully made boy’s suit from Italy on the racks for $139 sells elsewhere for $280--very high for an outfit so rarely worn. Some all-wool suits for boys are tagged $99 instead of the original $180 to $200.
Apparel for boys makes up about 40% of the inventory; the rest is for girls. The store has a wide array of colors and designs in leggings that retail for $16 but sell here for $9.99. Mothers and grandmas will adore the detail and embroidery work (and the prices) on some classic Italian dresses that retail for $250 but are marked here for $69 to $79.
If the classic look isn’t what you’re seeking, you’ll probably love a very trendy and very fashion-forward line for girls (sizes 6 to 18) called Sputnik that I’ve never seen anywhere else.
An exciting and artistic line for infants is called Trotinette. It appeals to the ultra-selective shopper who really appreciates uniqueness of design. The prices are not cheap, however, falling in the $50 to $79 range for an outfit, but they are about 60% below retail.
Miller says his top sellers are the cotton jersey long johns (often worn as pajamas) from sizes for babies up to 10- or 11-year-olds: $16.99 for short ones to $19.99 for the longer version. These sell elsewhere for $25 to $32.
Swimwear runs $9.99 to $16.99; T-shirts start at $6.99 and go up to $15.99 (retail $38) for a top European line.
There’s a pleasant continental ambience here--hardwood floors, etc., so the bargain shopper can enjoy the luxury of upscale shopping without the prices.
Geri Cook’s Bargains column runs every Friday in Valley Life!
WHERE AND WHEN
What: For Kids Only.
Location: 18332 Ventura Blvd., Tarzana, or 746 N. Fairfax Ave., Los Angeles.
Hours: 10 a.m. to 6 p.m. Mondays through Saturdays, noon to 5 p.m. Sundays.
Cards: American Express, MasterCard, Visa.
Call: Tarzana, (818) 708-9543; Los Angeles, (213) 650-4885.
