Monica + Andy adds second brick and mortar location

By

Cassidy Mantor

Published
Jun 1, 2017

Digitally native children's brand Monica + Andy has opened its second brick and mortar location, this time in New York City on the Upper West Side.

The New York City flagship is an 810-square-foot space located at 410 Columbus Ave. It is the brand's first brick and mortar foray outside of Chicago.

Monica + Andy is headquartered in Chicago, IL. It launched in 2014 and operates an ecommerce based organic baby and children's brand. It has developed a following for a subscription box as well as customizable baby apparel that delivers same day in select cities.

Monica + Andy was named "Best Kid's Clothing Line" by PopSugar and its founder, Monica Royer, has been included in Crain's Chicago Business "40 Under 40" list.

Royer said of the brand's strategy for expanding in brick and mortar, "Through our e-commerce platform we were able to use data and insights collected to enhance our customer experiences in-store... [that] keeps us at the forefront of experiential retail."

As more retail moves online, the digitally native brand has been opposing that trend by taking steps to expand its brick and mortar footprint. It opened a Chicago flagship and runs various pop-up shops to boost brand visibility and collect additional consumer data.

The New York flagship will feature a full product line. It will host experiential activations for moms and babies including a pop-up shop with Classic Kids photography over June 19-23 and classes with children's musician Ramblin Dan.