Voices
Showroom Spotlight: The Rose Garden 
Showrooms offer brands the unique opportunity to enter new markets and to maintain a constant foothold in them. The reps act as advocates and taste-makers, earning the trust of both the brands they work with and the buyers that turn to them for what’s next in the kids’ fashion and lifestyle industry. To learn more about the role of reps, particularly in New York City, we spoke with an industry staple: Roseann, the owner of The Rose Garden.
Join us as we explore how she got her start in the children’s fashion industry, what led to her opening her own showroom, what her business offers the brands and buyers she works with, and why she brings a selection of her labels to exhibit at Playtime New York season after season.
Hi, I’m Roseann, the owner of The Rose Garden based in New York City. I got my start in the kid’s industry when my college roommate’s father offered me my first job at Suzy-Q. He really took me under his wing, teaching me not only sales but also merchandising and product development. After several years there, I was ready to move on and go out on my own. That’s when I became a rep.
What we do is go out and discover good lines. We help grow them into the market by connecting them with our retailers. This business is all about building strong relationships with both the stores and the manufacturers.
What sets The Rose Garden apart is that I have built an excellent team. With two former buyers, they have a deep understanding of the industry from both sides. They’re great salespeople, because they really understand what buyers need. This is one of the keys to our success!
As for brands, having a rep means that their lines are always being shown and available in that market. This is the biggest benefit it offers them, is that we’re always there and showing to new clients.
I’ve built my business on trust and integrity. The buyers that come to The Rose Garden know they’ll find quality lines, and there are several brands I’ve repped for decades!
Heidi and RoseannI’ve repped the brands Baby Sara and Hannah Banana for over 30 years! There is also Mia New York, a fashion-forward girl’s line for ages 4 through 14 that does very well. Miles the Label and Petit Lem from Canada have been growing season to season with their infant to 7 year old collections. The brand Rock Candy has the cutest screen printed tops, dresses, and shorts for both girls and boys. Joan Calabrese designs Communion dresses, and Bebe Gabrielle has products for infant special occasions. Tenly is a tween line with really trendy styling and exceptional quality.
Gold Rush is a 7 through 16 party dress line that is perfect for attendees or the party girl herself! Les Tout Petits has amazing, designer-like swimsuits for infants through tweens. We’ve also recently added the activewear line Parfum de Fit, a division of the brand Petite Hailey which I also represent.
These brands will all be at the summer edition of Playtime New York for buyers to discover! I also have a few more that won’t be showing this season. These include American Fit, a new boy’s line that has performance fabrics for infants through 14 year olds. This line is doing great so far, with openings in both Nordstrom and specialty stores across the country! Lev Baby, Doe A Dear, Hope Jeans, Haven Girl, and Joyous and Free can also be found at The Rose Garden.
When deciding on whether or not to add a brand to the showroom, I always look for labels with a clear point of view. They need to have staying power in the kid’s market.
I’ve been in business for over 40 years, so there have been plenty of changes. The biggest shift I’ve observed has been towards online purchasing. E-commerce and Amazon have reshaped shopping habits, with convenience now mattering more than ever before.
I believe the in-person shopper still has value. Touching and feeling products is still so valuable! But we’re seeing more people want to make their purchases online, which has resulted in fewer brick-and-mortar retailers. Business is particularly tough right now. But with that being said, fashion is still there. Stores are still buying and selling beautiful lines. I’m just seeing way fewer retailers.
The industry as a whole has really changed. But, if you have good lines, you’re writing business. We’re seeing a shift to more retailers outside of New York City, with a majority of strong businesses being found in Brooklyn, Long Island, and even Rhode Island.
I’d say that a retailer that really stands out to me at this time is Frankie’s on the Park in Chicago. It’s a “wow” store, with a strong selection of bar and bat mitzvah clothing that we’re not seeing as much in New York City today.
We show at Playtime because it brings together our industry. Buyers come from all over the world to see everything in one place, so it’s important to be there.
The key to our success has been relationships grounded in honesty and consistency! For all the young newcomers to the industry, my advice would be to stay curious, be selective, know your products and your customers, and let integrity lead the way, because that’s what will last.
Thank you to Roseann for sharing her insights into The Rose Garden and the kid’s market today! If, like us, you can’t wait to discover the new collections from her brands at Playtime New York, click here to get your pass.
