Totally biased, but I tend to think my kids are the cutest little munchkins in the world (#humblebrag) and people always ask me where I buy my clothes for them. EASIEST ANSWER EVER: Little Circus! Little Circus is an e-commerce site for kids clothes, toys, and gifts. It really has everything and anything that you want to buy for kids, and better yet, it is created, owned, and operated by my dear friend, Jenna Lonstein. Jenna is a hip, young, fashionable mother of two, who started this company several years ago. (Read on for a special promo code for Josie Girl readers!)
Prior to Little Circus, Jenna and her husband had a denim line Anlo that literally (NO JOKE!) was my favorite. SERIOUSLY. I swore by my flared jeans as seen on Kate Moss. So when I tell you I love Little Circus, believe me, Jenna just has a way with fashion and business! Read on for more on how Jenna started the company, and better yet, enjoy a special promo code for Josie Girl Blog readers: JOSIE20 – good for 20% off your order – expires 6/20/15. AMAZING, right??? Jenna = incredible. I certainly am going to use the code…..www.little-circus.com here I come!
How would you describe “Little Circus”?
Little Circus was founded as a company that seeks to find the unexpected. I hunt for special toys, clothing and a unique range of children’s items. I am constantly adding new products and I love to come across new finds for the store that no one else in the US is selling.
How did you come up with the idea?
I always found great things for my kids when traveling abroad, shopping for them was truly an exciting experience. Then I would come home and be disappointed, often finding the the same brands and products in many of the US children’s stores I frequented. I also loved some smaller brands that only had limited distribution and I couldn’t easily find them, which was frustrating. I remember ordering my daughter a dress from Sweden, it was really basic, but different and she received a million compliments on it. I think it was then that I decided I would start a new endeavor and launch my own online store. I wanted to create a store with children’s products that customers would be excited about.
What makes it different than other online kids clothing websites?
So many kids online shops have popped up, it’s a competitive market. I try to offer a little bit of everything, we have clothing, shoes, toys, bedding and much more. In clothing, I have everything from sweet floral dresses to black moto jackets, I want to have something to appeal to everyone’s taste. I am also constantly bringing in new brands, it’s always exciting to see what the customer reaction will be. I also have items at every price point, which I think is important in today’s marketplace.
Some of the brands are incredibly unique and original — how do you find most of the “less known” brands?
I find a lot of brands when traveling. Last time I was abroad I spent most of my time visiting children’s shops.
Do you have any current favorite lines / brands / items?
I love Snurk bedding. I discovered it in Europe and Little Circus was the first shop to have it in the US. It’s so unique and kids love it. I also adore our Mini Dressing fox and raccoon socks from Korea, they have been huge for us. Again, we were the first shop to have them in the US. They are just adorable, we can’t seem to keep them in stock. Popupshop is a favorite of mine too. The line is GOTS certified organic cotton and they put these gorgeous digitally printed animals on their clothing. Kids definitely love this clothing line, it’s so much fun for them to wear.
Do you find that there are trends with kids clothing, just like in adult ready-to-wear? (skinny jeans or cropped tops, etc…)
I find there are definitely trends in children’s clothing, but I try not to go overboard with buying them for the store. Sometimes I see some beautiful things, I want them in my size, but they truly don’t belong on kids. The most important thing to me as a mom is that the clothing my kids wear is comfortable.
Is girls’ clothing more popular than boys’?
Yes, girls clothing is more popular. I think it’s a misconception that dressing a girl is more fun than dressing a boy. I’ve heard that said many times, but there really is great selection of clothing out there these days for boys.
What is your vision for the company over the next 5 years?
I just hope to see the continued growth that we’ve been having. I never set my sights on a brick and mortar store, I’m very happy in the online arena. Perhaps doing a popup store down the line, a lot of customers have asked suggested this, so I know the demand is there.
How do most people find Little Circus?
We were fortunate in the very beginning to be featured several times on (the now defunct) Daily Candy. It really put us on the map. Yes, people find us through google searches and from shopstyle, but social media has been an integral part of our growth. Interestingly, a lot of customers have come from instagram. Many of our customers post pictures of their kids in Little Circus clothing or with products from the site and I especially love seeing these posts.
What are some challenges you have encountered with starting your own business?
I think one of my biggest challenges is that having your own business is a 24/7 job. Especially with an online store that never closes. I don’t get a day off.
What are some of the benefits you didn’t expect to come from your own business?
I love that I get to travel for work and looking for interesting kids items is my job. I’m in heaven! As the mother of a 3 and 5 year old, I also think a huge benefit is that I have a flexible schedule. I can be involved with my kids day to day activities and pick them up from school and that’s a priority for me right now.
You have a son and a daughter (both whom are incredibly cute) — do they have the best clothes from all around the world?
They do have some great things. Some items, even though they have grown out of them, I can’t bear to part with them.
Thanks so much, Jenna! You continue to inspire and amaze me! Shop Little-Circus for the best products for your kiddos.