Skip to content
Subscriber Only
Business
Pursuits

The Luxury Market for Babies and Toddlers Is Back

Designer onesies? $1,000 strollers? The luxury toddler market is back
The Luxury Market for Babies and Toddlers Is Back
Photograph by Aaron Dyer for Bloomberg Businessweek

When my daughter was born, my sister-in-law gave her a beautiful cashmere sweater. My baby promptly spit up all over it. The next time I tried to put it on her, it was already too small. Model and designer Julia Restoin Roitfeld, the wealthy daughter of former French Vogue editor Carine Roitfeld, wants to help me buy a new one. In March she launched a website for mothers called Romy & the Bunnies, featuring interviews with socialite mommies—publishing heiress Fabiola Beracasa says of her postpartum workout, “We have been spending a lot of time in our Hamptons house, where I have access to a fantastic indoor swimming pool”—and very high-end baby clothes. “Must-haves” include a $70 LemLem sleeveless cotton onesie and a cotton Appleseed sweater from Tane Organics that retails for $83.

Romy joins the upscale playgroup of Gwyneth Paltrow’s website Goop, which recommends $700 Ouef cribs, and the flash sale site Gilt Groupe, whose baby gear section offers $52 Bensimon Tennis Forres shoes. Even the devoutly middlebrow People magazine has a celebrity baby website that links to $200 Stella McCartney bomber jackets for toddlers.