It seems only natural that at the heart of the kid’s industry you’ll find a number of family businesses. Whether they’ve been around for centuries or are on their first generation, these businesses have been born from sincere passion, dedication, and a strong desire to create.

For our third article highlighting our seasonal theme, “Made With Love”, we’d like to put some of the incredible family businesses in our community in the spotlight. As with our article on savoir-faire, this is far from a comprehensive introduction to all the family businesses in our community. These thirteen brands have been chosen by our team for their unique, powerful stories.

A “family business” can mean so many different things. They can be siblings setting out to create something new, or businesses passed down from one generation to the next. These businesses can be born from a related industry or a personal experience. They can evolve, sometimes even changing what they produce, while still maintaining the core values that are at the heart of it all. So, let’s take a moment to meet a few of the outstanding family businesses in our community!

Rylee + Cru Collective

– father & daughter –

Rylee + Cru is a brand that was born during one of the most family-centered holidays in the United States — Kevin and his daughter Kelli had a conversation over Thanksgiving. “She came to me with an idea for creating a children’s clothing brand built around her art, style, and design aesthetics,” Kevin explained. He had been working in the apparel industry for over thirty years at this time, and Kelli had been working as a designer and merchandiser with him for six years leading up to that conversation. Having seen Kelli’s talent, work ethic, and passion first hand, Kevin knew this brand would be a success.

Kelli had gotten married and started a family, which is what initially drew her towards children’s apparel. She felt there was something missing, and wanted to create a collection that reflected what she was looking for. When Kelli asked Kevin if she designed the products if he would make them, he immediately said yes. “That was 12 years ago,” Kevin said. “Since then, this has been the most fun and rewarding time I have had in my work life. Building this business with Kelli has been so satisfying and rewarding,” he continued.

Their father-daughter partnership is unique and special. The trust and love between Kevin and Kelli makes for a strong partnership, both as a family and a company. Their strengths balance each other out. “Kelli creates the visuals and makes everything beautiful. I produce it all and run the operations that help the brands grow,” Kevin explained.

The brands within Rylee + Cru Collective are intrinsically intertwined with their family. Rylee + Cru is named after Kelli’s first two children. Their second brand, Quincy Mae, is for her third child, and Noralee, the third brand within the collective, is named after their little cousin. “Our family is at the core of who we are and what we do,” Kevin told us. “From baby layette to comfy toddler, to school age essentials and special celebrations, our brands grow right along with the tiny loved ones in your life,” he continued.

Kevin’s granddaughter and Kelli’s first child, Rylee, was the initial spark that started it all. As she’s grown, their size scales have grown too. Rylee + Cru now has a teen collection (check out our interview with Rylee and Kelli about it here), as Rylee herself has become a teen. Rylee is also a budding artist who loves to draw and create. “We’ve heard her say she plans to ‘take over the business’ one day,” Kevin shared with us. “She’s smart, talented, and full of confidence. We’d be lucky to have her involved more and more as she matures. But first she needs to graduate from 8th grade!” he continued.

As the brand has grown and expanded, it’s been easy for them to maintain their vision because it is all built around Kelli’s art. While the team has expanded to include a full design team and Kelli can’t make every piece of art like she did at the beginning, she still oversees every style they produce. There is so much more Kevin and Kelli want to do with the brands. “The fire still burns brightly in both of us to push forward,” Kevin said. Expect more stores, more brand collaborations, partnerships, and even more fun in 2026!

Angulus

– from one family to another –

Since it was founded in 1904, Angulus has been dedicated to quality, comfort, Nordic design, a responsible lifestyle, and the belief that healthy feet are the foundation of a healthy life. The brand launched in Copenhagen to introduce a completely new way of thinking about shoes. Rather than forcing feet into narrow, traditional shapes, the founder of Angulus created shoes that follow the natural form of the foot.

The business was later taken over by another family, who fully adopted the brand’s philosophy. Since then, it has remained in this family all the way to today with Sebastian, the grandson of the man that took over Angulus, as the brand’s CEO. “Being a family business means that we are personally connected to the brand,” Sebastian told us. “Its reputation is something we protect with great care,” he continued.

Sebastian and his sister, Clara

Each generation after Sebastian’s grandfather has continued to refine the craftsmanship and strengthen the values that define Angulus. “Our heritage gives us direction and purpose. It reminds us of the values that have shaped Angulus for more than a century,” Sebastian said. The brand is guided by their founding promises of quality, natural fits, and a deep respect for the materials they use.

While these values are maintained, the brand is constantly developing new methods and sustainable initiatives. Their production in Portugal combines traditional shoemaking with modern technology, allowing them to offer collections that meet consumers’ expectations while still feeling unmistakably Angulus.

The bond the brand shares with the families who wear their shoes as kids and adults is one of the most meaningful aspects for Sebastian. “Many parents who choose Angulus today remember wearing our shoes when they were children,” Sebastian explained. “This continuity across generations, both in our own family and among our customers is something we value deeply,” he continued. While his grandfather didn’t start the brand, he carried its philosophy forward with great dedication. The brand’s mission has remained the same since 1904: to create footwear that supports natural movement, encourages a healthier lifestyle, and is crafted with care and responsibility. “Every generation has viewed Angulus as something more than a business. It’s a responsibility and a legacy that we work to protect and evolve,” Sebastian concluded.

Dimpel

– three generations –

Dimpel

Since 1959, Dimpel has been creating the softest cuddle companions for little ones. Designed in Belgium and crafted with the highest quality materials, each Dimpel friend is made with care, precision, and timeless elegance.

The brand began with a young woman, Marie-Louise, distributing toys at just 21 years old. With an incredible eye for quality, she sought out toys that were durable, educational, and imaginative. Dimpel began within this company as a private-label collection, but gradually evolved into its own brand with its own designs. After more than 60 years, they decided to dedicate themselves fully to Dimpel and focus exclusively on making the softest, most timeless cuddle toys for little ones.

Marie-Louise’s daughter, Joke, spent her career working alongside her mother. In turn, after 10 years in the private sector, Joke’s daughter Cathérine felt the pull to the family business and joined the team in 2022. “Joke is the creative soul of the brand. She oversees production, order handling, and the creative design process,” Cathérine told us. “I bring a fresh vision and strategic perspective, focusing on finance, market, business development, and brand strategy,” she continued. Ultimately, Joke and Cathérine do everything together, and that’s the beauty of family businesses. Cathérine’s children, Féline and Emile, are also part of the brand, acting as their daily inspiration.

Joke, Cathérine, Féline, and Emile

Dimpel’s heritage means everything to Cathérine and Joke. “Many of our designs have remained in the collection for more than 10 years,” Cathérine said. Originally they had released more seasonal collections, but today Dimpel focuses on maintaining a stable, timeless range.  “Our iconic dog Fifi is celebrating his 25th birthday this year and has been a symbol of the brand for decades,” Cathérine told us. Their range of bunnies, bears, elephants, and more embody what Dimpel stands for: exceptional quality, no mass production, and classic designs that can be cherished and passed on.

By using soft neutrals and gentle colors, often with a hint of pink which is Joke and Cathérine’s favorite color, they create companions that can be cherished and passed on. “This long-term continuity ensures that parents can still find their child’s beloved Dimpel years later. It makes our collections sustainable and deeply reassuring,” Cathérine explained.

After more than 60 years, Dimpel has deliberately chosen to remain a small, family-run business. “We know the stories behind so many children and their favorite Dimpel friends,” Cathérine said. This also allows them to maintain close relationships with their partners worldwide. These personal connections mean a lot to Joke and Cathérine. “Staying small allows us to stay true to our values of craftsmanship, care, and continuity,” Cathérine told us. “I grew up in the world of Dimpel, surrounded by toys with purpose. These values still guide us today,” she said.

Collégien

– six generations –

Across six generations, this family business has transformed from an innovative grocer to a leader in the kid’s socks, tights, and accessories sector. In the late 1800’s, Narcisse Guille ran a small grocery store in the village of Briatexte in southern France. With an entrepreneurial mind, Narcisse roasted and ground his own coffee beans from Columbia to sell, and sold sweaters knit by local villagers. When his son, Frédérique, took over, he wanted to expand beyond simply selling sweaters. He began buying undyed cotton and dying it himself in the workshop. This strong connection to color remains a defining trait of Collégien today.

Frédérique’s son, Olivier, took the business even further, purchasing the company’s first circular knitting machine to transform it into an actual manufacturing company. But when it arrived, the knitting machine was too small to make men’s socks as he had planned. Undeterred, Olivier realized it was the perfect size for children’s socks for ages 11 to 15, an age group known in France as “collégiens”. This happy accident gave birth to Collégien and the company as it’s know today.

Olivier’s sons Robert and Alain continued growing and developing the brand. They expanded its technical expertise and began selling it outside of France, strengthening the company’s global presence. In 2007 the next generation, Olivier (named after his grandfather), brought a new creative vision to the brand. He modernized it, redesigning the product line and creating the iconic slipper socks Collégien is known for today.

Olivier’s daughter, Charlotte, is now the sixth generation of the Guille family to work in the business. “For me, our heritage carries a sense of responsibility,” Charlotte told us. “There’s a responsibility to honor the values established before me while ensuring the brand remains relevant and inspiring,” she continued.

Collégien’s dyeing machines

This responsibility reminds Charlotte that tradition and innovation can coexist. “Our past guides us, but it never limits us; instead, it pushes us to evolve thoughtfully,” she said. Each family member contributed something meaningful to the business, reinventing it in their own way. Throughout all these evolutions, Collégien has never lost its authenticity. The company has remained true to its identity and their commitment to French craftsmanship.

Everything is still made in their family-owned factory in Briatexte. From buying the yarn to knitting, dyeing, and finishing, every product is created under one roof. Keeping the manufacturing within the business has allowed them to refine their techniques over a century and a half, while still reinterpreting these traditions for the times. “My father’s relaunch in 2007 was a major turning point,” Charlotte told us. “He elevated the brand with more modern aesthetics, bold color palettes, improved materials, and distinctive styles that made Collégien instantly recognizable,” she explained.

Going beyond the Guille family, there is a real community centered around Collégien. Many of their artisans and technicians have been with the company for decades. Some are even on the second generation within their own families. Collégien’s goal is to continue nurturing this balance between honoring the past, empowering the people who bring their products to life, and ensuring their craftsmanship continues to shine for generations to come. “Our family story shows that heritage doesn’t have to remain static,” Charlotte said. “It grows, transforms, and adapts. That combination of continuity and reinvention is what makes it so distinctive,” she concluded.

Bits & Bows

– two sisters –

Sarah and Katie, Co-Founders of Bits & Bows

Bits & Bows launched with a signature, proprietary product sold on their direct-to-consumer website in 2021. The brand has since expanded to include more accessories with sizes for the whole family and a growing apparel line, all driven by the passion and dedication of two sisters.

Sisters Katie and Sarah set out on this passion project to create polished playwear™ that adds a bit more magic to everyday. Their fun-meets-functional accessories and apparel reimagine timeless, traditional silhouettes in innovate ways. “Every piece is made with love and designed in-house at our headquarters in Pennsylvania, USA,” Sarah told us. Each product begins with an idea that has likely been stirring in Sarah’s mind since she was little, of products that should exist but don’t yet. She and Katie then bring them to life through a bespoke production process that is thoughtful and committed to quality.

The brand’s name itself is a representation of the sisters’ passions. “Bits” stems from Katie’s passion for equestrianism and serves as a nod to her love of sports, structure, and savoir-faire. “Bows” represents Sarah’s lifelong affection for all things feminine, and how a simple ribbon tied into a bow can make all the difference. Katie is the brand’s CEO and oversees operations and strategic planning, while Sarah leads the creative side and acts as Sales Director. As they continue to grow, both sisters are committed to learning each function of the business before they expand the support team.

Bits & Bows is built upon a synergy of sisterhood and the values instilled in the sisters as young girls. They value products, and how tangible objects can be transformed into intangible moments that are captured in memories that last a lifetime. “There is no greater motivator than the possibility of creating genuine joy for and bringing value to others’ lives, especially children’s,” Sarah told us. For her and Katie, authenticity and storytelling are essential to the brand.

As sisters and co-founders, the brand heritage is about their family story of growing up together and building this brand that embodies a sense of magic in the everyday, a value they were raised with. “Bits & Bows is rooted in our shared memories. Every piece is designed to feel like a little extension of that,” Sarah said.

Sarah and Katie have so much more to say, and are just getting started. “When compelled to create something that is missing from the world, it’s a multi-layered project. It has endless exciting and unexpected twists and turns,” Sarah explained. For example, they don’t remember ever seeing “Big Sister” products in their own childhood. Today, their Big & Little Collection of items like the Big Brother Baseball Hat, Big Sister Bow Baseball Hat™, and Big Sis/Big Bro Sweatshirts have been strong drivers of the brand’s growth. “Together, as sisters, we pour our hearts into everything that we do. Bits & Bows is the best expression of our sisterhood. It goes beyond what we ever could have imagined,” Sarah told us. This adventure is one of the most purposeful and profound chapters they’ve shared as sisters yet.

AO76

– three generations –

What started as a love for fashion from the United States, particularly for sweatshirt fabrics, AO76 has evolved over fifty years to become a main player in the kid’s fashion industry.

The company started with Etienne, who began by importing different actionwear brands to Belgium from the US and exporting them within Europe. From this initial passion for ultra-comfortable fabrics, which still defines the brand today, Etienne launched the first “American Outfitters” collections in 1976.

One by one, his three daughters entered the business. The youngest, Caroline, was the first to join in the sales department. Then the middle daughter, Patricia, took on the creative part with her eye for details. Later, the eldest sister, Nathalie, brought her financial brain to the mix. Together, they shaped “American Outfitters” for more than 25 years. The sisters made AO76 a leading brand in Belgium and expanded it worldwide. Its unique color combinations, textures, original prints, and style of natural fabrics and materials made it an international success.

In 2020, Patricia’s son, Gaspard, joined the family business, bringing in the third generation. Gaspard had been interested in joining the company from a young age, and began as the marketing manager. Inspired by a strong memory from his own childhood of a bomber jacket that made him feel like the coolest kid on the playground, Gaspard wanted to help other kids find key pieces that they could feel confident and create memories in.

A year after Gaspard joined, the family decided to re-centralize the company under one household. Patricia’s passion for styling was far from finished, and Gaspard showed an interest in the business side of running the company. So, he took over as CEO and their branch was chosen to take AO76 into the next fifty years.

Caroline, Patricia, and Nathalie

“Our heritage is the heartbeat of our brand,” Gaspard told us. “Being a family business means more than a shared name. It’s a collection of shared memories and beliefs on what childhood should look like and how clothing should be created to support this type of childhood,” he continued.

This belief is realized through AO76’s fits that are stylish without restricting movement. Their fabrics are durable so clothing can be frequently washed without deteriorating. AO76 even offers a lifetime repair service for garments bought in their stores. Rather than hiding them, AO76 transforms these repairs into a badge of honor. “A tear or rip is a memory you never want to forget. It shows you had an adventure,” Gaspard explained.

Through the three generations that have run the brand, it’s been easy for them to stay true to their roots. “The brand is based on the never-changing, basic requirements of any fashion brand,” Gaspard said. “It’s about a sense of simplicity and a great eye for detail. Bold, yet subtle, combinations of color and texture. Original prints and a unique style of natural fabrics and materials,” he continued. Gaspard feels like his grandfather is still guiding the way. “During our 50 years of existence, we’ve stayed true to Etienne’s eye for fabrics and colors. We still develop the fabrics with comfort as the top priority,” he explained.

Gaspard finds that his family’s can-do attitude and resilience are what has led to the brand’s continued success. This, paired with the trust each generation puts in the one that follows and their never ending drive for perfection. “I’m proud to work on the heritage my grandfather set in place,” Gaspard told us. “It’s a way of showing respect to the roots of the family and what makes everything we have possible”.

Sweet Wink

– mother & daughter –

Seizing the spirit of the times, Sweet Wink launched to offer a one-stop-shop for kids’ outfits that celebrate milestone moments. The brand’s CEO and Co-Founder, Samantha, had grown up watching her mom run her own multi-line showroom since she was two. She was always impressed by her mom, Wendi’s, entrepreneurial spirit, and even helped out in the showroom after graduating from college. During this time, Samantha had an idea to reinvent how fashion brands worked. As she observed moms posting pictures of their kids on Instagram for every milestone, whether it was a birthday, the first day of school, or a holiday, Samantha saw an opportunity to create something perfect for these occasions.

As the brand’s CEO, Samantha sets the brand’s vision and goals. “I also act as the Design Director, offering a strong vision for the creative direction,” she explained. Wendi is the Co-Founder and Sales Director. “She is excellent at creating relationships with buyers,” Samantha said. “She focuses on our specialty boutiques, who will always be the heart and soul of our brand,” she continued. In 2023, Samantha’s husband, Joe, joined the brand as well as the CFO/COO, overseeing Sweet Wink’s operations and finances.

“As a family business, our brand’s heritage means everything to me,” Samantha told us. Sweet Wink is built from the love, grit, and dreams shared across these two generations. Growing up watching Wendi build her showroom taught Samatha what it looks like to chase a dream with integrity and passion. “Now, getting to build this brand with her and my husband feels like the most special, full-circle moment,” Samantha said. After all, Sweet Wink is about celebrating life’s milestones with the people one loves most.

Samantha hopes that her daughters, Ella and Kira, will see their mother, father, and grandmother doing what they love and feel inspired to do what they love when they grow up. As Sweet Wink itself continues to grow and expand, they’ve remained true to their mission of celebrating milestones. For Spring 2026, the brand will launch swimwear and activewear, offering unique products unlike anything in the market today.

As for working with her mom and husband, Samantha can’t imagine any world where she doesn’t. “There are no two people I trust more,” she said. “We each have our unique skill sets that complement each other’s strengths and weaknesses,” she continued. Growing the Sweet Wink team as the brand has grown has been meaningful for Samantha as well. “We feel so grateful to work with such a talented group of people who have become our extended family,” she said.

Belán

– two generations –

The Belán Team

A brand born of resilience, Belán has a timeless style that celebrates the impeccable craftsmanship and perseverance of its founder. In the late 1980’s, the founder, Anabel, escaped an abusive marriage to raise her four children alone. At the time, there was deep social stigmas towards single mothers, and women weren’t even able to open a bank account independently. With little support, Anabel turned to the skill that had always grounded her: creating clothing.

Anabel had sewn dresses for her dolls as a child, and then for her daughters when she was older. She never imagined this quiet passion would become her way forward. In 1987, she presented a small, handmade sample set to the renowned Spanish department store, El Corte Inglés. They immediately believed in her work. Overnight, Anabel found herself fulfilling a major order without even having established the company. Through her determination, artistry, and long hours at the cutting table and smocking machine, Anabel delivered. In doing so, she built the foundation for her independence.

When Anabel retired, her nephew, Mateo, purchased the company from her. His wife, Daniela, also joined the business as the designer. Mateo is proud to continue his aunt’s legacy. He continues to honor this legacy by the same meticulous craftsmanship. They use hand-smocking, thoughtful cutting, small-scale production, and a deep respect for traditional Spanish savoir-faire to craft their timeless collections. “The hands you see in our workshop, the pleats, the stitches, and the finished garments all carry the spirit of her resilience,” Mateo told us.

For Mateo and his team, Belán is more than a brand. It’s a celebration of freedom expressed through craft. It’s a reminder that beauty, patience, and artistry can help rebuild lives. Each garment is ultimately a tribute to the children whose innocence and beauty inspires everything they do.

Sticky Lemon and My Name is Ole

– mother & daughter, partners –

With an entrepreneurial spirit and limitless creativity, a mother and daughter launched a company that has continued to evolve and expand over more than twenty years. In 2000, Simone and her mother founded Kado Design, a business specialized in luxury packaging. Shortly thereafter, they founded a second company, Tas Design, focused on custom packaging of all kinds. When Simone’s mother reached the age of 65, she and her partner, Remco, proudly carried on the companies.

In 2015, this creative couple launched a third company called Rilla go Rilla. This platform is dedicated to creating simply beautiful products in collaboration with both external and in-house designers. Through this third brand, Simone and Remco have launched several brands, including Sticky Lemon and, very recently, My Name is Ole.

Remco and Simone

Simone and Remco are very good at developing and executing complete concepts. Through photography and styling, they bring to life the worlds of Sticky Lemon and My Name is Ole. The Sticky Lemon world is quirky, colorful, bold, and sunny, and imagined for little and bigger kids. Each collection tells a story through their backpacks, bright clothing, and fun accessories. As for Ole, the brand was born just a few months ago to offer gift packaging and a series of backpacks. Both brands were created from the combined expertise of Simone and Remco’s three companies.

Simone and Remco’s children, Bram and Julia, are inspired by their parents’ enthusiasm and have become important parts of the business as well. At all of their companies, Simone and Remco view family as more than just those related by blood or vows — everyone who has joined since it all started in 2000 is just as much a part of their family!

Lison Paris

– two sisters –

When Alexandra was living abroad as a stay-at-home mom, she often found herself frustrated by the lack of quality and style in children’s swimwear at the time. She was constantly searching for cute swimsuits with a French twist, but unable to find them among the mass-market offers. Her sister Olivia was working as a buyer for a big French brand at the time, so Alexandra started trying to convince her to develop a first collection of cotton panties like the ones they had worn on the beach as children. “Although she declined four times, she eventually gave in,” Alexandra told us. And thus, Lison Paris was born!

Alexandra and Olivia chose their grandmother’s name, Lison, for the brand. “She was the most stylish, kindest woman,” Alexandra explained. “We’re super proud that our brand carries her name and that it’s recognized for its quality and style, just like she was,” she continued. Alexandra and Olivia had never imagined working together before, but found that as soon as they started, the most magical relationship began. “Many times we had the same ideas, chose the same color combos, or even made the same moodboards,” Alexandra said. As the business has grown, they’ve stepped into their own roles, while still sharing the style and artistic development. Olivia is responsible for production, sourcing, and buying. Alexandra leads the commercial development, social media, and their website.

Today, Lison Paris is recognized by their clients as a brand with a love of details and quality. It’s evolved to offer stylish swimwear for kids, tweens, teens, and women, while always maintaining Alexandra and Olivia’s priorities for gorgeous styles and impeccable quality.

Their unique vision is endlessly inspired by their family’s roots. “We have a Parisian mother and an English-raised American father,” Alexandra told us. “We’ve grown up between these two beautiful countries, sharing unbelievable memories, a mix of cultures, and friends,” she concluded. From this upbringing to raising their own children, Lison Paris is rooted in Alexandra and Olivia’s family life.

Tom et Gaby

– creativity from sorrow –

Tom et Gaby is a brand that was born from a time of great sorrow. Sophie and her husband had run their own import-export business specialized in promotional and textile items. Then in 2023 her husband passed away. A month later, on a rainy Sunday, Sophie had the idea for Tom et Gaby. “From that moment until the project launched a year and a half later, I worked tirelessly on developing Tom et Gaby. It truly became a form of therapy,” Sophie shared with us.

Sophie’s sister had stopped by her house, where she found her with a padded swatch she’d received from a business partner in China. It was great quality and incredibly soft to the touch. Sophie told her sister she’d love to develop a range of high quality items for kids, maybe with an emotional touch. Her sister encouraged her and helped as she got the business running. Sophie’s son, Tom, also helps her out now at photoshoots and trade shows. His name, along with Sophie’s middle name, form the brand’s name.

(from left to right) Julie, Sophie’s sister in charge of communication; Sophie, the founder; and Faustine, graphic designer and friend

Rooted in emotion and designed to open conversations about feelings, Tom et Gaby is about more than high quality products. “Through this project, I hope to pass on values of authenticity, self-confidence, and connection between children, their families, and their friends,” Sophie explained. Tom et Gaby is meant to encourage families to express their feelings with confidence and kindness. Knowing how important it is to instill these emotional foundations, their designs are made to empower children to express their emotions.

Today, Sophie is working on expanding the collections. She wants to adapt the patches for adults, as well as offer softshell jackets, nightwear, and bags. These will all be continuations of her mission to create meaningful products that encourage emotional connection, dialogue, and authenticity within families.

“Our family story is special because Tom et Gaby was born from a deeply emotional moment that transformed into a positive mission,” Sophie said. She wants her products to make communication softer, connection easier, and feelings welcome in everyday life. “If our project helps even one child feel heard or one parent feel supported, then our family story has found its purpose,” she concluded.

Baby Club Chic

– two generations –

Born from the powerful moment of becoming a first time mother and a heritage of sewing, Baby Club Chic is a brand rooted in the world of garment-making. Growing up surrounded by fabrics, molds, and the tools of the trade of a mother who taught sewing and embroidery and had her own bridal atelier, a group of sisters launched a women’s fashion venture in the early 1990’s. Two years after this adventure started, one of the founders, Cecilia, was expecting a baby. Inspired by the tenderness of becoming a mother, she envisioned creating baby clothing with the same softness and care she imagined for her own child. This moment marks the start of Baby Club Chic.

Diego, now the Commercial Manager of the brand, and Jimena, its Head of Marketing, grew up in this world. “A memory that captures the heart of our story goes back to when we were 5 and 8,” Jimena told us. They would spend weekends at the factory, and it became their playground. “We grew up surrounded by fabrics, machines, and the people who brought each garment to life. Without realizing it, we fell in love with this world and learned the foundations of the brand that we now proudly continue,” she explained.

Together, Jimena and Diego represent the second generation of this family-owned Peruvian brand. With more than 34 years of history, Baby Club Chic has grown from a small family venture into a specialized baby and children’s brand that’s worn around Peru and the world. “Continuing this work is both an honor and a responsibility,” Jimena told us. “It keeps us connected to our roots and the love that shaped the brand’s early years,” she continued.

(From left to right) Cecilia, Creative Director; Laurie, their New York rep; Gale from sales; and Jimena, Head of Marketing

This heritage guides the way Jimena and Diego make decisions today. They place a strong emphasis on quality and connections with the families who choose Baby Club Chic to dress their children. They preserve Baby Club Chic’s original concept by upholding its core values of using exceptional Peruvian Pima cotton, classic designs that are still created by their mothers and aunts who started it all, and a meticulous approach to craftsmanship that prioritizes little ones’ comfort and wellbeing.

“At the same time, the brand evolves by incorporating current trends, new color palettes, updated prints, and elements that reflect the tastes of today’s parents,” Jimena said. “We strive for a balanced blend of tradition and innovation,” she explained. They continue to improve their processes, enhancing fabric development, refining finishes, and adopting more environmentally conscious practices.

“Our story is special because of its origin. It began with the love of a first-time mother who dreamed of offering the best for her baby,” Jimena told us. “That simple, yet powerful, intention shaped the identity of the entire brand,” she said. Each member of the family has joined different areas of the company according to their strengths. Combining all of their efforts, they develop projects that help the company continue to grow. Seeing their community grow as well, from the families of those they work with to the retailers that have believed in them since the beginning, means a lot to the brand. “Baby Club Chic is and always will be a family that expands with every person who becomes a part of this journey,” Jimena said.

Play Up

– from textiles to their own brand –

Four siblings came together to take what they learned from the family textile business and create something of their own. Play Up emerged from the textile company founded by their parents, Artur and Lúcia, in 1988. The brand launched in 2004 to grow their mother’s dream and passion for sewing. They had the know-how and the tools, so the brand launched in a very natural way. “Our heritage represent the very reason Play Up exists,” Susana, one of the siblings and the brand’s Creative Director told us. “It is born from our family roots in northern Portugal, from a textile tradition that shaped our way of working, creating, and looking at the world,” she continued.

The four siblings inherited decades of knowledge, closeness to manual work, and a deep respect for details and quality. “This heritage is, for us, a commitment to honor the legacy of our mentors as we build our own path,” Susana explained.

Play Up went through a rebranding process to incorporate more organic fibers into their collections and transition to a simpler, more timeless aesthetic in 2017.  Throughout this process and over 20 years of being in business, they’ve upheld the three pillars defined by their family heritage: nature, art, and responsibility. “These principles have allowed us to maintain the authenticity of the brand while adapting it to respond to the expectations of modern consumers,” Susana said. They’ve embraced slow making, collaborated with Portuguese artists to reinforce their cultural roots, and embraced circularity with the launch of their recycled yarn, RePlay, in 2023.

“We consider that adapting Play Up to the current market is not a departure from our heritage, but its natural evolution,” Susana explained. She and her siblings work to reconcile family legacy with innovation, sustainability, design, and value-chain efficiency. “Play Up’s heritage is the past that inspires us and the future we want to build,” she told us. Susana and her siblings were raised to care, taught the family’s savoir-faire, and the importance of respecting details. These values remain at the heart of the family today, with the legacy continuing in their ten children. As Play Up’s product testers, their children show the siblings what it means to create clothing truly designed for childhood.

Play Up remains deeply connected to their origins. “We continue to work in the place where we were born and raised. The factory is right next to our first home, where it all started,” Susana said. Their mother continues to work with them, reinforcing every day the connection between past and present. “Ultimately, everything we do arises from the simple, genuine desire to continue building Play Up as a family,” Susana said.

(From left to right) Bruno, César, Artur, Lúcia, Elsa, and Susana, the family behind Play Up

However family businesses are defined, whether that’s as companies that have been passed down through generations or a brand launched by siblings, there’s something so beautiful about family members coming together to create. We hope you enjoyed learning about these family stories from our community as much as we did.

If, like us, you can’t wait to discover the new collections from these family businesses at the winter shows, get your pass here. Angulus, AO76, Belán, Sticky Lemon, My Name is Ole, Tom et Gaby, and Lison Paris will be at Playtime Paris. Rylee + Cru, Bits & Bows, Sweet Wink, and Baby Club Chic will be at Playtime New York. Collégien, Dimpel, and Play Up will be at both shows.

To dive deeper into our seasonal theme, check out the first Fil Rouge article on the Playtime Team here or the second one about savoir-faire here. Stay tuned for the last two installments coming soon to Playtime magazine!

Header image from Bits & Bows