Adelaide based wholesaler Villa Mondo has signed on as exclusive distributor of American brand Elegant Baby.
Launched at Sydney Reed Gift Fair last weekend, Villa Mondo owner Wendy Fry says baby and children’s gifts has been a growing segment for the company and Elegant Baby is the perfect addition to this portfolio.
“Over the years we have had baby and children’s gifts in our range from various suppliers that have included a small range in their collections, but none of them were specialist suppliers in this area,” she says. “We have experienced growing success with this range and for some time we have been looking for a brand that would provide seasonal new items and consistency. We are thrilled to have been appointed as the distributor in Australia of American brand Elegant Baby.”
While Fry has known about the brand for many years, she always felt that much of their product was geared to mainstream baby and child focused distribution. Over the years their products have become more gift orientated and the time was right to feature the brand in Villa Mondo’s portfolio.
“Elegant Baby offers an enormous range of product―from fashion forward piggybanks and rubber duckies to the softest knitted huggies and toys plus classic baby blankets, hooded towels and clothes.
“We will start with a selection of their current items and some of their new 2015 introductions with the focus being gifts you would love to send or have for your own loved ones.
“Elegant Baby will be the anchor in our baby and children’s gift area where we can add the novelty items from other brands, like the retro children’s tea set from Rosanna, and the baby gift sets from Bombay Duck to offer an exciting range of interesting giftware,” she adds.
Villa Mondo is not really well known in this gift category and Fry thinks it will take a little time to build sales. However, feedback has been positive so far.
“Having just had a population explosion in our office and my own family with little people everywhere, the mothers are all really excited about the range.
“We know that many items have been included in O: The Oprah Magazine and we are told that apart from regular mums across America, celebrity mums and dads Angelina Jolie, Jessica Simpson, Gwen Stefani and Tom Cruise love Elegant Baby too. Perhaps this is a great indicator of how well the brand will be followed here.”
Stock will hit stores late April.
