Online baby brand puts down anchor in Manhattan

A digitally native organic baby and toddler's clothing brand has opened its second brick-and-mortar location.



Monica + Andy has opened its first store in New York City, on the Upper West Side of Manhattan. The brand was launched online in 2014 by new mom Monica Royer, sister of Andy Dunn, co-founder of Bonobos, the online menswear brand that is rapidly growing its physical store footprint. It features clothing made of kid-friendly fabrics that are free of lead, phthalates and flame-retardants.



The new store carries the brand's full product line including bodysuits, onesies, blankets, hats and its signature Cuddle Box, a hand-wrapped gift box that includes an organic blanket (in cotton or muslin) and a range of organic newborn essentials. It will also offer a variety of in-store experiences for moms and their little ones, including workshops and classes. For a limited time, it will feature a pop-up shop with Classic Kids photography.



Monica + Andy's first retail store is located in its hometown of Chicago. In addition, the brand has opened pop-ups.



"We are excited to be opening our next retail store and expand our physical presence in a key market like New York City," said Royer. "Through our e-commerce platform we were able to use data and insights collected to enhance our customer experiences in-store, like our personalized Layette program, and keeps us at the forefront of experiential retail."



The 810-sq.-ft. store is located at 410 Columbus Ave. The deal was brokered by RKF.